Chobani Yogurt

In: Business and Management

Submitted By radufford
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Running Header: CHOBANI YOGURT

Manufacturing - Chobani Yogurt Marketing Model

Running Header: CHOBANI YOGURT

Chobani yogurt was started in 2005. The company was founded by Hamdi Ulukaya, a Turkish immigrant. He purchased an 80,000 foot factory, partial funded by the small business administration. He then hired five employees who were just laid off from Kraft food. He hired a family friend, from Turkey, as a master yogurt maker. The seven then worked to make the perfect yogurt recipe for 18 months. The first “Greek Yogurt” was launched in 2007. Chobani started selling its yogurt to smaller stores in the New York area. In 2009, Chobani was signed on by BJ’s and Costco to sell their yogurt. The company has been growing every since. Today Chobani yogurt employs over 1,200 employees.

Chobani uses the marketing model for selling their yogurt. They use no fancy models. They made up a recipe that consumer like. They went by consistency and taste for their yogurt. The containers are nothing fancy but it’s the product the people is interested in purchasing. The perfect recipe and the perfect 6 ounce size cups is what attract consumers.

This year Chobani has come up with Chobani Champions. It is a smaller size and appeals to children. This is another marketing model. The cups are designed to attract the children and the flavors are what the children like.

Running Header: CHOBANI YOGURT

Chobani yogurt was a sponsor for the 2012 Olympics in London for the first time. According to Harris Interactive’s 2012 Harris Poll EquiTrend study, Chobani yogurt was rated one of the top yogurt brands.

The factory in New Berlin, NY has approximately $1 billion in annual sales and it ships out 1.5 to 1.7 million cases of yogurt…...

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