Market Research Logo

Success Case Study: Chobani Greek Yogurt - Moving Beyond Niche to Mainstream

Success Case Study: Chobani Greek Yogurt - Moving Beyond Niche to Mainstream

Summary

This report explores Chobani's focus on a niche market and how capitalizing on PR (social media, sponsorship of events, mobile tour campaigns), rather than advertising, has served to create a positive, active relationship with consumers.

Synopsis

Discover the reasons for the success of Chobani, a small company now leading the Greek yogurt segment in the US.

Gain an understanding of Chobani's marketing strategy, which focuses on social media and storytelling.

Reasons To Buy

How did Chobani revolutionize the yogurt category as a whole while focusing on a niche market?

Why has Chobani targeted a crowded market like the US?

Why has the product proved so popular with consumers?

Key Highlights

Chobani has demonstrated a commitment to transparency, as the company places great emphasis on not outsourcing, and therefore keeping an eye on the production process from the beginning to the end.

Rather than the product itself, Chobani is using storytelling to generate a strong emotional response from shoppers. Chobani's success lies into its ability to inspire not by its product but by how its story started.


Please Note: Due to the brevity and/or nature of the content posted, there is no table of contents available for this report.

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report