Chobani Case Study PDF

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Case Study For Chobani Yogurt...

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Ryan Dowling Consumer Behavior Chobani Case Study The story of Chobani was one that I am glad I learned about. I felt as if the contents in the story could all be applied to benefit my education and my career. I found myself seeing real world applications for many of the things I learned in my classes. For example, while the article was talking about competition for shelving space grocery stores, I found myself pulling outside information from Food Category Management class and applying the laws of competition and substitution to this scenario. Seeing these laws in a modern example have made them easier for me to understand and to apply in my education. Another example is that I learned about some marketing strategies for newer companies. As somebody who hopes to be an entrepreneur, I learned that Chobani had a lot of success with their sampling campaigns. It is a great way to get people to interact with your product, learn about the company, and have the brand introduced to their minds. Now when consumers that saw and enjoyed the sample they received from the Chobani truck’s, they are more likely to buy it in stores and become a brand user. This marketing strategy is a great tacit for new companies whose product needs to be interacted with. Another aspect of Chobani’s company that amazed me was their growth. To go from a startup in upstate New York to a company who reported a revenue of 1.5 billion dollars in 2018 while still paying over the minimum wage for all of the 2,000 employees is almost unimaginable. There are many reasons behind why the company found so much rapid success, but I believe the most interesting reason is because of how Chobani redefined the entire country’s perception on yogurt. As mentioned in the article, yogurt used to be a product for weight loss and children’s lunches. But now yogurt is viewed as a food that people must regularly add to their shopping

lists to eat for breakfast, as a snack, or with their lunch. This reinvention of greek yogurt by Chobani can also be seen by the growth in market share. In 2006, greek yogurt made up 0.7% of the overall U.S. yogurt market. In 2018, greek yogurt had an estimated market share of 52% of sales. Without Chobani, I believe the greek yogurt market would have continued with its specialty status and extremely low market share....