Conclusion

 

Value Exploration & Creation

In order to figure out which segments in China will be the most attractive ones for Chobani's market entry strategy, Team 5 conducted quantitative questionnaires in different geographic areas of Shanghai as well as a focus group. These methods allowed to obtain market insights outlining the four main segments; caretakers, businessmen, shopping ladies, and healthy adults. The initial focus was decided to be on the healthy youngsters as target segment for the first launch, as they go align with Chobani's values and can therefore be more effectively targeted.

Team 5 believes that Chiobani will increase brand equity by delivering the attributes that the target group seeks for. In order to do so, the brand is going to be positioned as having high quality and reliable products, that will exceeds customers expectations when taking into consideration Chobani’s competitor set. 

 

Value Delivery & Communication

Chobani will first break into Shanghai with a B2B strategy using retailers, convenience stores and gyms to distribute its products and then expand to other Tier 1 cities, such as Beijing and Guangzhou. Yogurts will be shipped from Australia to supply China with high quality products. 

To communicate this value, Chobani uses advertising channels and various promotions to communicate this value. Chinese consumers seek for interaction and with smartphones being an essential part of their daily life, digital media can constantly reach, remind, and persuade consumers to buy Chobani products. By incorporating Chobani's values and benefits into their daily social traffic, one can create subsconscious awareness among consumers which will result in a perception of Chobani as a strong brand with valuable products. Being publicly present in a wide range of well-known events helps to gain brand acceptance. Moreover, initially providing discounts on the selected product assortment decreases consumers' barriers towards a totally unknown, western brand with a new type of yogurt.