Posted: January 12th, 2021

Campaign’s ability to meet its objectives

Company’s senior leadership

Company’s senior leadership Video Case 1: Chobani: Making Greek Yogurt a Household Name Chobani, a small startup company, used its marketing plan to move from a niche market to the mainstream yogurt market. From the start of the product launch, Chobani focused on the classic “4Ps” elements of marketing mix actions: product, price, place, and promotion.

As the product and the market have expanded and matured, its marketing strategy has evolved. The recent ad campaign, The Love This Life, focuses on the strapline “To love this life is to live it naturally.”  According to Peter McGuinness, Chobani CMO, the objective of the slogan is to capture the “Mediterranean soul” of the brand rather than to highlight its quality. This campaign moves from just highlighting the quality of the product to how it improves life overall.

The new ad campaign is expanding from TV to include social media and is meant to “refresh Chobani’s approach to marketing in a category that remains fast-growing and vibrant…”SourcesBuss, D. (2015, May 4). ‘Love This Life’: 5 Questions with Chobani Execs About New Campaign. Retrieved June 30, 2016.

Marketing. (13th ed.). New York, New York: McGraw-Hill Education.Background on Chobani Yogurt: Read the video case in the textbook on pages 21- 23 (attached). Watch the Chobani case video.

Based on the information provided, put yourself in the position of a marketing consultant brought into the company to critically examine the campaign’s ability to meet its objectives and then formulate well-developed and supported recommendations for the company’s senior leadership team.

The recommendation should be logically presented, well-supported, and thoroughly vetted. There are questions on the last page of the attachment; do not answer them. Just respond to the above paragraph.