Discounts

During the product launch of the breaking in Chobani products, initial discounts of 5–20% will be introduced for a period of two months. Afterwards, a four month off and two month on cycle will replace the introductory discount period.

 

Magazines

Chobani will do a continuous magazine promotion throughout the first two years, with at least one major advertisement per month in various magazines.

 

Taxi Screens

Chobani will pulse their taxi advertisements as one month off and one month on. The introduction of this product will require a two month period of advertising in the beginning. 

 

Sample

Samples of different Chobani products are going to be distributed for two months during the product launch in order to create awareness and allow consumers to taste Chobani in China. After the product launch period, a sampling period of one month will take place every sixth month.

 

WeChat, YouKu, Weibo

WeChat is going to serve as an information channel for Chobani’s consumers and will be available and promoted throughout the whole year. Therefore Chobani’s WeChat channel will be continuously updated to ensure interactivity with Chobani’s customers. YouKu and Weibo will also be continuously updated and interacted with as needed.

 

Chobani Series

In order to penetrate the market, the Chobani series will be broadcasted twice a year for one month period during winter and summer. In the first launch, the Chobani series will be broadcasted for three months. One Chobani story will be uploaded every week during both the three month product launch period and the two regular seasons. The Chobani stories are designed to create buzz amongst the target group. Having long breaks between the seasons throughout the year will create desire and anticipation for the new episodes amongst followers.

 

Music Events and Concerts

Music events and concerts will be organized throughout the whole year on a case by case basis.

 

 

*Please note that the above timeline is only for Shanghai, but the same pattern will start over again for each new market accessed. For example, when Chobani expands to Tier 1 cities besides Shanghai after one year, they will start at the beginning of this timeline, and such is the same for when they expand into the rest of China after three years.