Who Is Hamdi Ulukaya's Chobani Greek Yogurts?

From the information about Chobani in the case and at the start of the chapter,
(a) who did Hamdi Ulukaya identify as the target market for his first cups of Greek Yogurt and (b) what was his initial “4Ps” marketing strategy?

a) Target market for Chobani Greek Yogurt. Hamdi Ulukaya saw his Chobani Greek Yogurt as speaking to all American consumers the mass business sector when he initially presented his Greek Yogurt in the United States. That is precisely the reason that he needed dissemination in the dairy instances of major U.S. basic supply and market chains, and not in their specialty segments or in wellbeing sustenance or forte stores.

Nonetheless, as the business sector for Greek yogurt has developed in the U.S., there are maybe two primary business sector fragments that have risen:

•

Buyers in this portion like Greek yogurt on the grounds that it contains more protein than normal yogurt, with next to zero fat.

• Better-taste fragment. These buyers favor Chobani Greek Yogurt's taste to normal yogurts—a taste that lean towards a less sweet and more harsh yogurt with a rich, smooth composition.

Presently, with the presentation of its Champions line of Greek Yogurts, Chobani is arriving at the kids' business sector portion. With its 2013 presentation of Chobani Bite in a littler 3.5-ounce cup, Chobani is attempting to achieve a "nibble" business section. Furthermore with Chobani Flip, it is attempting to achieve a testing, gourmet business sector section who include "blend ins" to general Chobani Greek Yogurt.

b) Chobani’s initial 4Ps marketing strategy?

• Product strategy. Offer a Greek Yogurt for a mass market that is healthier than contending U.S. yogurts and does not have counterfeit fixings and