Running head: NO FAME TO FORTUNE 1
No Fame to Fortune
Ashley Yacobucci
SUNY Empire State College
NO FAME TO FORTUNE 2
No Fame to Fortune
Chobani became one of the greatest Greek yogurt companies by utilizing all the
principles of marketing which are product, price, promotion, and place. Hamdi Ulukaya initially
developed his unique Greek yogurt based upon his early memories of yogurt from his home
country of Turkey which had a thicker consistency than the typical yogurt found in the United
States. Mr. Ulukaya was smart enough to realize that he needed outside help which aided in the
product development. The fact that he took eighteen months to develop the product speaks to his
dedication regarding the delivery of the best possible product available.
Price figured heavily in his marketing strategy. Mr. Ulukaya did not make the price so
high that he could be undercut by competitors and it was also affordable to anyone. Chobani’s
product diversification proved to be key to their success. Their development of some of the
following products opened new avenues that did not exist before; Chobani Greek Yogurt,
Chobani a Hint of Flavor, Chobani Yogurt Drinks, Chobani Kids Pouches, and Chobani Flip.
(Products) Chobani’s innovative methods in product development have led to healthy
alternatives to other sugary snacks and a variety of flavor has bolstered the appeal to a broader
