Promotion

Sales Promotion

As explained in Assignment #3, QR Codes will be placed on the packaging of the products. When consumers scan the QR Code and add Chobani’s WeChat Profile, they will receive a digital voucher. For the first purchase of a 8 yogurts, buyers will receive a 20% discount, for the following purchase they will receive 10% off. For the first purchase of 4 yogurts, they receive a 15% discount, and then 10% off for the future purchases. In this way a loyalty program is created in the launch phase of the products. The Chobani WeChat profile enables Chobani to keep track of consumers and purchasing numbers, as well as using it as an information channel to keep customers updated. Information may be about new products, general health information, or new promotions. Each promotion is offered for a limited time, with a maximum of two months. To please Chinese consumers' preference of trying and tasting new products, samplings will be given out and new flavors such as green tea and aloe will be introduced to the Chobani product portfolio.

 

Events / Experiences

To build customer value, it is essential to provide a unique brand experience to consumers. Therefore Chobani will give away samples with individualized booths at different events. This continuous measurement will take place in the Chinese metropolis and vary from sports events such as Golf, Soccer, Tennis, Horseriding, Fashion Shows, and to selected Music events or concerts such as festivals. Events will be selected to reach as many potential customers of the health-oriented target segment as possible. In the long term, a Soho Store, as the example in New York City, will be opened in the city-centre of Shanghai where Chobani's product line can be purchased and the consumers' experience will be intensified.

 

Public Relations

As mentioned beforehand, Chobani gives 10% of its profit to the "Chobani Foundation". Chobani will donate 10% of its profits in China to local Chinese charities, supporting local communities by making good food more accessible to youth and underserved communities (Chobani, 2014). Additionally, Chobani will start a campaign called "One child - One yogurt", distributing free samples to kindergartens to introduce small children to a healthy option for snacks and dairy products. It is anticipated to have a direct, positive impact on parents' awareness of healthy nutrition standards. For each 50 yogurts sold, one yogurt will be given to selected kindergartens.

 

One of the largest challenges and the most important factor that Chobani will have to address in their Public Image is trust. If Chinese consumers do not trust that Chobani is telling the truth when they promote their health claims, or state that they only use all natural ingredients, then they are immediately invalid and will have no hope to capture the Chinese market. Chobani must work hard to maintain a wholesome, honest, and healthy image. One scandal will set Chobani back to a point where they might not recover. If Chobani can continue to create this value in their company, and then communicate it well to the public, they are likely to be extremely successful in the Chinese Market.

 

Advertising

This is the most intensive and costly stage of promotion. Advertising will be discussed in more detail on another page. Click the button to read more!