Today when we went online and we found that Chobani had 850 000
likes on their Facebook-page. We could see that people put up recipes
and talked about their positive experiences with the brand, how much they loved
it, etc. People are encouraged to share ideas via Facebook, Pinterest and Twitter, and Chobani's website also
has a "featured blogger" series. In comparison, Oikos, Chobanis main competitor,
has 520 000 likes on Facebook. It seems even though Dannon is
the much larger company, people like Chobani the most because they were the
first into the U.S market.
Nicki Briggs, who manages Chobani’s social media
strategy, says that «We want to be warm and quirky, engaging and
inviting." 1. Also interesting is that Brigg’s says
that the posts with the highest rankings are the ones with the brand’s
common values and personality. Fans sharing these pages mean engagement
from the customer, something every brand wishes for Chobani also uses Foursquare
to promote local events, for instance sampling tours with Greek yoghurt and
T-shirts. Chobani also gives 10 % of its annual post-tax profits to
charity. These are great topics on social platforms. The company also
sponsored the 2012 Olympics and Paralympic Games (cf. Symbolic of the
Brand on “Brands Identity” page), and "Business is all about
relationships and creating strong connections," Briggs says.
Chobani adopts a strategy of responsible and
ethically profound company culture. Among Greek yogurt eaters, those who
are loyal to the brand are health-conscious and hold Chobani in a
higher esteem than its competitors.
In addition, trends relating to the consumption
of yogurt were coming in the US: People are starting
to eat Greek yogurt because they believe it is healthy for them. Indeed, it is
low fat and high protein content. Therefore, Greek yogurt has rapidly
increased in sales within the past 6 years according to its percentage
of overall market: 0.7% in 2006 compare to 19% in 2012. (Badkar, 2011).
It really seems Chobani to
know what they are doing. They are the first in the market, they produce a
great product nobody thought there was a market for, and they keep
their customers by interacting with them and being visible. They take
marketing seriously and understand what it can do for the company. Vanessa van
Edwards writes in her website: “I woke up one day and Chobani was
everywhere. It was on billboards, on TV, and in every woman’s cart at the
grocery store. I didn’t understand. Wasn’t the yogurt industry saturated? How
was this new product battling for shelf space (and winning) in my local Fred
Meyer?” 2. It seems the yogurt market was already crowded
and saturated, but Chobanis director of marketing, Niel Sandfort, says
that” Especially
in the food category, your product has to be great. I could point to a million
examples of things that are really healthy, but not very tasty.” This
apparently is the secret behind the success.
They wanted to make yogurt a
main thing, not a sort of ”compromise” instead of a piece of cake. Chobani also had early fans that became hooked
and spread the word around as soon as the product hit the shelves. Sandfort
also says that “You need a community where
fans can share their expression of the brand so new fans can see passion for
the product. Whichever platform you use, you must invest in it from a human
resources perspective, not a dollar perspective. ” Challenges were to stay
true to the product when the growths were so exponential.
The founder of Chobani came
from the Kurdish region of Turkey. There, this kind of yoghurt was quite
common. This also meant that the yoghurt were to become a common product in the
US, not only” for
people on the Upper East Side of Manhattan.” People who bought the yogurt
believed in the product and the message.
What is the potential future trend relating to the
consumption of yogurt?
Currently, about 40% of Americans do not
consume yogurt and is still perceived as feminine. So Chobani has long way to
go in the US market but also and other countries like France?
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