Students are to review the following information about the real marketing campaign for Chobani titled, The Love This Life, ad campaign.
Background on Chobani Yogurt
• Read the video case in the textbook on pages 21- 23.
• Watch the Chobani case video: https://www.viddler.com/embed/c48381cd/? f=1&autoplay=0&player=full&disablebranding=0 (Links to an external site.)Links to an external site. Chobani’s The Love This Life ad campaign
• Read the following online websites and articles: How Chobani Squeezed New Flavor Into A Crowded Market (Links to an external site.)Links to an external site.
• Watch the video and read the article about the “The Love This Life ad campaign”: How Chobani Plans to Continue Dominating the Greek Yogurt Market (Links to an external site.)Links to an external site.
• From ‘How Matters’ to ‘Love this Life’: Chobani unveils new media campaign (Links to an external site.)Links to an external site. By Elaine Watson+, 01-May-2015
• Love This Life’: 5 Questions with Chobani Execs About New Campaign (Links to an external site.)Links to an external site.
Based on the information provided, put yourself in the position of an marketing consultant brought in to the company to critically examine the campaign’s ability to meet its’ objectives, and then formulate a set of well-developed and supported recommendations to the company’s senior leadership team. The recommendation should be logically presented, well-supported, and thoroughly vetted.
Authors: Roger A. Kerin; Steven W. Hartley
Originally posted 2017-10-16 18:06:46.