Chobani’s founder, Hamdi Ulukaya.
I’m going to have peaches in my yogurt, then they’re going to be peaches, there
is just no other way.’ ‘ Hamdi Ulukaya, founder if Chobani
provide better food options to people.
characteristics Chobani wants to leverage across. Usually price point is off,
or products are healthy yet taste bad.
being transparent with the consumer is most important
Think more than just
2. If it’s not actionable, it’s just academic
There are valuable insights for both internal
and external teams. Keep insights relevant for all involved
They wanted to connect with the growing
millennial shopper but growing as a brand think of all the shopper groups at
your disposal and you can even segment within that group.
yogurt become a destination again- fun
purchased out of habit. You must drive awareness before she enters store. Use media content, online coupons, ads to remind all to drive trial.
important factors in the category. Consumers had a specific set in mind before even getting to the
categories. The shelf is confusing with so many options so make your brand the “go-to” leaving no time for guessing.
brands- they do their research and make informed decisions.
ingredients. For this reason they are prone to impulse purchases which is highly uncommon in a non-impulse category. Chobani ensures they capitalize on this.
really valuable in this space.
yogurt- how does it make you feel? Driving this buzz and excitement was a
powerful tool they utilized.
break through- extenuating the packaging and logo and also call out the nutrition
consumers in store to drive brand
powerful way to engage the consumer though in store danglers and setups.
a competitive category
and used to connect with shoppers through integrated programs
Janel Parker, Market Research Consultant at SKIM, an international consultancy and marketing research agency, has a background in Marketing and Psychology from Cornell University. Her previous experience at a social media agency combined with her knowledge from SKIM provide for a unique understanding of the relationships between social media and marketing. She can be reached at firstname.lastname@example.org.