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國connect VIDEO CASE 1 Chobani: Making Greek Yogurt a Household Name Everybody should be able to enjoy a pure, simple cup of yogurt. And that's what Chobani is," says The very first cup for sale of Ulukaya's Greek yogurt appeared on shelves of a small grocer on Long 21 Hamdi Ulukaya, founder and Island, New York, in 2007. The new-product launc chief executive officer of focused on the classic "4Ps" elements of marketing Chobani, LLC, his vision for the company in summarizing mix actions: product, price, place, and promotion of the 2013 Ernst & Young World Entre As the winner PRODUCT STRATEGY From the start Ulukaya's Greek yogurt carried the brand name "Chobani." There was no room for error and the product strategy for the Chobani brand focused on the separate elements of (1) the product itself and (2) its packaging preneur of the Year award, his words and success story carry great credibility THE IDEA hobani product strategy stresses its authentic ess that removes excess liquid whey. This The C Hamdi Ulukaya came to the United States in 1994 to learn English and study business. He started a feta straining proc cheese company, Euphrates, when his visiting father results in a thicker, creamier yogurt that yield complained about the quality of American feta cheese. 18 grams of protein per single In 2005, Kraft Foods closed its New Berlin, New York, the flavor. Chobani is free of ingredients like milk yogurt plant built in 1885. While tidying up his office, Ulukaya stumbled upon a postcard about the s -serve cup. depending on protein concentrate and animal-based thickeners, which some manufacturers add to make "Greek-style" yogurts. ale of Chobani uses three pounds of milk to make one the shuttered Kraft plant and threw it out. After sleep- ing on the decision, he fished it out of the wastebasket, visited the plant, and purchased it with the help of a U.S. Small Business Administration loan pound of Chobani Greek Yogurt. Some other features t "nothing but good, that make Chobani Greck Yogur to quote its tagline Ulukaya (center in photo) had no real experience in Higher in protein than regular yogurt. . the yogurt business. He grew up milking sheep at his . family's dairy in eastern Turkey and eating the thick tangy yogurt of his homeland. Describing the regular. No artificial flavors or artificial sweeteners vogurt he found on shelves in America, he has one .Contains five live and active cultures, including comment: "Terrible!" In his view, it is too thin, too sweet, and too fake. So he decided to produce what is known as "Greek yogurt"- an authentic strained ver- Then, and still today, Uluka sion that produces a thick texture, high protein con-packagi tent, and with little or no fat. With the help of four cluded that not any former Kraft employees and yogurt master Mustafa European-style Dogan, Ulukaya worked 18 months to perfect the rec- 9 ipe for Chobani Greek Yogurt. . Preservative-free three probiotics ya obsesses about Chobani's ng of the original cups. In 2007, Ulukaya con cup would do. He insisted on a cup with a circular opening exactly 5 millimeters across. This made for a shor cup that was more visible on retailer's shelves. Also instead of painted-on labels, Ulukaya chose shrink-o plastic sleeves that adhere to the cup and offer eye ng colors With our packaging people would say, 'You're making it all look different and why are you doing that? " says Kyle O'Brien, executive vice president of sales. "If people pay attention to our cups-bright colors and all-we know we have won them, because what's inside the cup is different from anything else on the shelf." PRICE STRATEGY To keep control of their product, Ulukaya and O'Brie approached retailers directly rather than going through Diane Bondareffilnvision for Choban AP Images

Please write an

1. executive overview of the above case study.

2. in detail, what is the critical issue or problem in the above case study.

3. please provide a detailed analysis of the cause of the issue or problem in the above case study.

Answer 1

SUMMARY OF FACTS

• Hamid ulukaya ,came to the united states in 1994 to learn english and study business.
• First he started a feta cheese company EUPHRATES , and closed it after his visiting father complained about the quality .
• Kraft foods closed its new Berlin ,new york yogurt plant built in 1885 .
• Ulakaya purchased it with the help of a U.S.small administration loan .
• Ulakaya had no real experience in he YOGURT business .
• He grew up milking sheep at his family dairy in eastern turkey and eating the thick ,tangy yogurt of his homeland .
• He has seen american yogurt was very thin ,too sweet ,and too fake .
• So ,ulukaya has decided to produce a thick texture ,high protein ,with little or no fat with the help of four former kraft employees and yogurt master mustafa dogan . The name of the company is CHOBANI.
• Ulukaya worked 18 months to perfect the recipe for chobani greek yogurt.
• The very first cup for sale of ulukaya's Greek yogurt appeared on shelves of a small grocer on long island ,new york in 2007 .
• The new product launch is focused on 4ps - product ,price ,place and promotion .
• The product strategy was 1) the product itself 2)its packaging .
• The product used to have 13 to 18 grams of protein per single serve-cup depending on the flavor.
• CHOBANI uses three ponds of milk to make one pound of chobani greek yogurt . Taglined as "NOTHING BUT GOOD ".
• Higher in protein , made with real fruits ,preservation free , No artificial flavors and three probiotics.
• In 2007 , he insisted on a European-style cup with a circular opening exactly 95 millimeters across .
• Shorter ,wider cup ,shrink on plastic sleeves and offer eye popping colors .
• They set reasonable prices ,and the price is about $1.29 for a single serve cup.
• They decided to sale the product in both conventional and mass supermarkets .
• Chobani also focused on educating schoolkids about health benefits of yogurt.
• In 2007 , 200 cases to 2 million cases per week chobani grown.
• They opened a nearly one million square foot plant in idaho .The largest yogurt manufacturing facility in the world .
• Demand of the products have surpassed the supply .
• First chobani relied on word of mouth publicity ,and on social media channels .people liked the taste very much .
• In 2010 , a cho mobile tour across the country .
• In ,2011 it started first national advertising campaign "REAL LOVE STORIES " .This success made the products to surpass the demand .
• Its advertising including sponsorship of the 2012 and 2014 U.S. Olympic teams.
• They are quick in responding to emails ,7000 inbound customer emails and phone calls .
• Aside from facebook ,they interact with its customers through twitter ,pin interest and much more online plat forms.
• www.chobanikitchen.com is an online resource with recipes ,videos and tips on how to use its greek yogurt in favorite recipes .
• Some international brands like pepsico have started to compete with the cheboni.
• To compete they have to do "innovate with creative ."
• They introduced several flavors like TROPICAL CITRUS ,VANILLA CHOCOLATE DUST and many more.
• Chobani gives 10% of all profits to its sheperds gift foundation to support people and organisations working for positive .long lasting change .They supported 50 projects up to date .
• International operations and unique test markets boutique in new york city give a peek at chobanis future.
• They have started a new method where students can taste any kind of flavor freely .

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