Sep 25 2012
Going Greek
Forget about sororities and frats for a minute here and start thinking about yogurt. Greek yogurt to be exact. Chobani, a company specializing in the product, has found great success within the American market in a short period of time. Great might even be a bit of an understatement, considering CEO (and now billionaire) Hamdi Ulukaya has seen his company’s sales quadruple since 2009. So where did all this success come from? The company has done a fine job of brand positioning, securing its spot at the top of the yogurt ladder in America. Chobani strategically tied itself to the Olympics this year by running commercials that highlight how the brand is both healthy and family friendly. Chobani launched a line of Greek yogurt specifically for children, which made them the first yogurt company to do so. from a marketing standpoint, when it comes to points of difference, Chobani has it covered. Innovating in the dairy industry has done Chobani very well.
http://www.businessweek.com/articles/2012-07-31/chobani-takes-gold-in-the-yogurt-aisle
http://www.bloomberg.com/news/2012-09-14/hidden-chobani-billionaire-emerges-as-greek-yogurt-soars.html