Case Study Response Questions.edited

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1 Case Study Response Questions Students Name Institutional Affiliation Professor Course Code Due Date

2 Case Study Response Questions 1. Generally speaking, what type of product is yoghurt? Does your answer change for the different product categories that Chobani has defined for its offerings? Yoghurt is a fermented dairy product made by mixing milk and yoghurt culture and allowing the mixture to sit and ferment. High in protein and calcium, there is also some suggestion that it fosters the development of beneficial bacteria in the digestive tract. The range of health benefits experienced, from alleviated irritable bowel syndrome symptoms to enhanced digestion and protection against osteoporosis, can be significantly influenced by the type of yoghurt consumed ( Setyawardani et al., 2020) . Chobani's use of a product classification system was also brilliant because it improves user experiences, boosts search relevance, and drives traffic to the company's online shop. These improvements will make locating specific content and getting around generally less hassle. Finally, it helps marketing professionals determine which approaches to a company's product promotion will yield the best results. 2. Is Chobani’s introduction of yoghurt for children a brand or a line extension? Brand development, also known as brand extension, is a strategy where a corporation with an established brand name markets a product in a new market segment under the same name ( Tewary & Mehta, 2021) . That brand-new thing is called a "spin-off," by the way. Businesses employ this method to increase and expand their brand's value. On the other hand, line extensions give a new product the same brand name as an existing one on the market ( Tewary & Mehta, 2021) . A line extension occurs when a company launches new products under the same brand name but in the same category. New flavours, colours, ingredients, shapes, and packaging sizes are ways to expand a line.

3 Making child-friendly yoghurt is an example of a product line extension because it is part of the same brand's existing catalogue of goods. Remember that the strategy for an extension may look different, such as having a different colour or size, and may also look and taste different, depending on the specifics. The company is promoting the advantages and qualities of the current product line to give customers more alternatives. Adding new products to your lineup is a safe bet because of your well-established brand name. On the other hand, you do not want your brand to be so ubiquitous that consumers are confused about what you sell. Exposure is crucial, so much so that it must be achieved methodically. There are times when expanding the availability of a product or service is the best marketing strategy. 3. How is Chobani positioning its various product categories currently? How is it communicating its current positioning strategy? A marketing strategy known as "product positioning" emphasizes the advantages of a product to a defined group of consumers. Because the product will appeal to different people for different reasons, advertisements must target specific demographics by highlighting the most interesting features. The most common kinds of position categories are known to include: i) positioning in regards to product attribute ii) positioning for the various product benefit, iii) placement based a particular user, iv) positioning in regards to product class, v) positioning in regards to competition, vi) positioning based on application,

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4 In the past, Chobani's product classification ignored similar products but instead focused solely on their own. However, the company's current positioning strategy has broadened its product offering to make a more deliberate foray into the children's yoghurt market ( Dhruv & Michael, 2020) . As a result, they can more easily craft a compelling identity that plays up a product's unique selling points. Strategic positioning is used when it places customers in a position where they feel they have no other option but to take the desired action promoted by the company. If a company's best features regarding a product or service are not communicated to a specific market segment, the company will not be able to grow. Furthermore, the positioning will help the firm differentiate itself from competing sellers. Successful and efficient communication with your target audience is made possible by establishing a unique Brand Position. Having a unique place in the market makes the brand and the product it sells stand out and appeal to the right consumers.

5 Reference Dhruv G., & Michael L., (2020). "Marketing" (8th Edition). McGraw-Hill Education, Digital Version: ISBN13: 978-1-260-71743-3. Tewary, A. K., & Mehta, R. (2021). Brand development and entrepreneur’s role in small businesses. Journal of Research in Marketing and Entrepreneurship , 23 (1), 159–174. Setyawardani, T., Sumarmono, J., Arief, I. I., RAHARDJO, A. H. D., Widayaka, K., & Santosa, S. S. (2020). Improving composition and microbiological characteristics of milk kefir using colostrum. Food Science and Technology , 40 , 699-707.

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