Marketing Plan

TABLE OF CONTENTS

01 02 03
ABOUT CHOBANI MARKET MARKETING STRATEGY
ANALYSIS

04 05 06
MARKETING FINANCIALS CONTROLS
TACTICS
 ABOUT COMPANY

● Chobani’s core business is strained yogurt.

● Launched in 2007, Chobani sells thick, Greek-style yogurt
with a higher protein content than traditional yogurt.
● Its product line has evolved to also include a variety of drinks,
shakes, snacks and coffee creamers, as well as plant-based
products such as dairy-free vegan blends and oat milk.
● Based on an evaluation of the yogurt market and the
company opportunities and strengths, Chobani will
introduce its brand and products in the Portugal market.
 WHAT SETS US APART?
Main Objective:
The main objective of this marketing plan is to penetrate the Portuguese market, reaching up to
40% of the population through marketing communication in the first two years of operation.

Secondary objective:
● To build awareness and credibility for the new product and the company in Portugal.
- The goal will be accomplished by setting appropriate marketing campaigns using social
OUR OBJECTIVE media, digital promotion, in-store promotion, news and traditional media.

● Accomplishing objectives and goals will result in:

● Brand recognition
● Sales of the products
● Market share
 WHAT SETS US APART?

Steps:
1. Conduct market research during the
first half of Q2 OUR STRATEGY
2. Develop an appropriate messaging
strategy by the end of Q2.
MARKET ANALYSIS
“We aimed at people who never liked
yogurt”.

–Hamdi Ulukaya
 Summary Trends Growth
● The revenue in the Yogurt ● Availability of numerous ● Yogurt becomes a healthy
segment in Portugal amounts flavors, and growing consumer alternative for the persons
to €399M in 2022. indulgence for exotic flavors opting for a healthy snack
● The market is expected to
grow annually by 1.95% ● Drinking yogurt is able to ● The global yogurt is
(CAGR 2022-2026). ideally meet consumer's three consumed for its immunity
key product demands: health, boosting health benefits
mobility, and convenience.
● Many millions of people
● Growing trend of veganism have been more sedentary,
globally and the population is
Needs expected to reduce the
● Consumers are increasingly sugar intake
● Convenience preferring food sources that
are gluten-free, chemical- ● Increased demand of
● Health benefits (to both
free and produced with plant-based alternatives
people and planet)
natural methods
● Delightful eating experience.

MARKET
 Market Demographics
Segmentation
● The differentiated segmentation strategy targets different
segments in the yogurt market with its four main types of yogurts:

A Regular Greek yogurt is marketed to generally Greek yogurt fans.

Chobani Flip is marketed to those users enjoying tasty mix-ins with their
B yogurt.

Chobani Champions is marketed to kids through yogurt tubes and fun

C flavors.

Chobani Bite is marketed to those consumers who enjoy a small dessert

D of Greek yogurt offered it sweet flavors.
 Market Demographics
Demographic Psychographic Behavioristic
● The product is segmented ● A psychographic ● A behavioristic variable is that
demographically primarily variable that it targets the brand targets through
by age, and income. is through lifestyle. benefit expectations.
● Chobani is targeted at ● They target a healthy ● Customers want a healthy,
incomes ranging from and active lifestyle Greek yogurt made with all
middle to upper-middle towards natural ingredients that does
class and has many products businessmen and not include preservatives and
geared for different age woman on the go Chobani provides just that.
segments.

● It is trying to break into new

markets with their recently
new “Champions” Greek
yogurt directed towards kids.
 SWOT ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

● Experienced ● Low brand ● Expand of borders ● Experienced

management team awareness in ● More effective competitors
● High quality and Portugal production ● Health regulations
nutritious products ● High price ● More distributing
● Wide product portfolio ● Few distributing stores
● Sustainable packaging stores ● Focus on plant-based
and sourcing
● Constant innovation
● Workplace diversity
 PRODUCT OFFERING RANGE
CREAMERS
MILK
Oat based, plant-based
Zero sugar and barista

YOGURT
Greek yogurt, zero sugar,
lactose free, plant-based
COLD BREW
COFFEE
Pure black, with creamer,
with oat milk
 ENTER TO PORTUGAL

KEYS TO SUCCESS CRITICAL ISSUES

● Adapt to the ● Tax and legal
Portuguese taste issues

● Satisfy customer ● Language

needs barriers

● Find market gaps ● Logistics

● Effective supply ● Competitors

chain management with experience
 MARKETING STRATEGY

high quality and socially responsible

nutritious food business
 MARKETING STRATEGY

„Chobani is a food maker with a mission of making high-quality and

nutritious food accessible to more people, while elevating our
communities and making the world a healthier place.”

–Misson
 MARKETING STRATEGY
MARKETING OBJECTIVES
● Marketing motto is: the more successful a company is, the more good it can do in
the world

A Penetrating the Portuguese market, reaching up to 40% of the population through

marketing communication in the first two years of operation

B Reduce customer acquisition costs by 40% after the first two years of business in
Portugal

C Adjust the price of the product to the standard of living in Portugal and with
regard to competitive prices

D Continue to expand in the future in Portugal according to possibilities

 MARKETING STRATEGY

FINANCIAL OBJECTIVES
Increase profits by 5% in
the next year through the
geographical expansion of
sales and reaching more Set aside at least 7% of profits
people from the current year for
innovation and socially
responsible business

Increase the liquidity of its stock

through expand its investor base
 TARGET MARKETS

• Chobani wants to make its • Chobani believes in continuous

products available to more people innovation that results in
• target groups are all those within nutritious food, accessible to all
the geographical area where the • goal - to monitor changing
sale takes place consumer behavior and adapt
• North America, Australia
• the goal is - expand into the
Portuguese market
 POSITIONING
quality product

- continue with the same strategy

- strengthen the brand
- continuously introduce innovations
- adapt to market demands

human side and cares about the

community
 MARKETING TACTICS

PRODUCT PRICING
● objective is to achieve ● Chobani's product
fast market penetration prices are almost
with products that are double higher than
of exceptional quality, the others
healthy and adaptable ● adjusting the prices of
to all consumers their products to the
preferences and needs living standard of the
● the current range target market
Chobani offers is ● prices based on cost
enough to enter the analysis
Portuguese market to ● possibility of small
take a very strong price negotiations
position.
 MARKETING TACTICS
MARKETING
DISTRIBUTION
RESEARCH
● existing Portuguese online ● qualitative
sites - Ubuy and research - focus
DesertCart group
● new online websites such ● quantitative
as Continente.pt, research -
ElCorteInglés questionnaire
Supermercado and
Auchan
● large stores as Continente,
Pingo Doce and Minipreço
● health food shop as
Celeiro
 MARKETING TACTICS

COMMUNICATIONS
● teaser ads on billboards
with slogans
● through social media,
mostly through
Instagram
● official website
● advertising through
television commercials,
pop-up ads and
incentives
FINANCIALS
 REVENUE FORECAST

• the current Chobani’s health yogurts turnover is

€15 million at retail priceit is expected that
market share will be 8%

• 10% and 12% in the first three yearsthe Net

Present Value of this project, at a discount rate of
9%, is expected to be about €37,3 million
 CONTROL
1. PRICE

2.
JUSTIFICATION

CREATE

WELL-RECEIVED 3. AWARENESS

COMPETITORS

4. ACHIEVE MARKETING
PERFORMANCE
GOALS
 IMPLEMENTATION
➔ milestones identify the key marketing programs
HIERARCHY OF ORGANIZATION
 MARKETING
ORGANIZATION
 CONTINGENCY PLANNING

DIFFICULTIES AND RISKS WORST CASE

•Problems in creating visibility and awareness
SCENARIO
•The inadmissibility due to above-average
•Determining that the Chobani organization
product prices
cannot be sustained due to poor feedback
•Entering the market of an already
from consumers
established market competitors
•Liquidation of invested equipment to cover
•Price justification for value and quality
liabilities
•Ensuring food safety
•Supply chain disorder
THANKS!
Denisa Isaic
Ivona Perić
Georgian Postica
CREDITS:Eszter Szeghalmitemplate was
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