Chobani proposes introducing frozen Greek yogurt into the Spanish market, targeting residents and tourists in major cities like Madrid, Barcelona, Sevilla, and Malaga. Spain has a large population and tourism industry despite economic struggles. While few competitors offer Greek yogurt, Chobani will compete on price and promote the product's health benefits. The plan is to manufacture near Madrid, distribute initially through an agent, and price individual servings at or below 2 euros to gain market share. Challenges may include logistics, finding a reliable distribution partner, and the difficult economy.

1. CHOBANI: FROZEN
GREEK YOGURT
NEIL FLINT
LAUREN PERRY

2. INTRODUCTION
• Chobani makes Greek yogurt
• We would like to introduce a new product:
frozen Greek yogurt
• Target market: Spain, in particular
Madrid, Barcelona, Sevilla, and Malaga
• Individually packaged for sale at grocery
stores, convenience shops, and roadside snack
stands

3. CULTURAL ANALYSIS
• Spain is a southern European country which is
known for its sunny and warm weather
• Total population of about 47 million
• About 45 million tourists per year
• Languages we will be using: Castilian, Catalan
• Religion: Roman Catholic; no dietary restrictions for
yogurt products
• Spain is in a recession and unemployment is high

4. COMPETITIVE ANALYSIS
• There are frozen yogurt sellers but few Greek yogurt
brands
• We plan to compete on the basis of lower price as
well
• Ice cream market size in 2010: $1,973 million
• Yogurt market size in 2010: $2710 million
• Danone has 60% market share, Ben and Jerry’s is
popular as well and they have frozen Greek yogurt

5. TARGET MARKET
• Madrid and Barcelona on basis of population and
tourism, additionally Sevilla and Malaga on basis of
tourism
• Marketed to children and adults; regardless of
race, gender, religion, ethnicity
• Different size and packaging for kids
• We will target Spanish residents as well as tourists

6. PRODUCT STRATEGY AND OBJECTIVES
• Unique product with
health benefits
• Support service
through advertising
agency, distribution
agent
• “Cheerful” minimalist
packaging aesthetic
• Market share goal:
2% niche
market, then move
into segment

7. PROMOTION STRATEGY
• Advertising: media mix of “new”
media, billboards, radio, and TV
• Presence in tourism brochures
• We plan to utilize free samples in stores and at
snack stands, banners, and even concerts to
generate excitement
• We would like to give samples to airlines that fly to
Spain as well

8. DISTRIBUTION STRATEGY
• We plan to manufacture near Madrid
• Distribution agent, at least until we build
connections with large and small retailers
• Will need to use cold-chain
• JIT in order to keep factory and warehouse needs
to a minimum

9. PRICING AND BUDGET
• We are competing partly on a price strategy, so we
would like to keep individual serving price at 2 euro
or below
• Anticipate high costs due to advertising push
• With time, less advertising expense and expanded
manufacturing functions
• Plan to use distribution agent initially but then do
our own distribution if it’s profitable

10. POTENTIAL PROBLEMS
• Logistics of sourcing milk and flavor inputs
• Finding a reliable, effective, affordable distribution
agent
• We plan to manufacture the product in Spain which
requires a more significant FDI commitment
• General economic slump

11. CONCLUSION
• We believe Chobani Frozen Greek Yogurt is an
exciting and innovative product
• Healthy alternative to ice cream
• Great for residents and tourists
• Appropriate for children and adults
• We hope to gain momentum in the Spanish market
and expand into the rest of Europe

12. Q&A

13. SOURCE LIST UPON REQUEST.

14. THE END!
THANKS FOR YOUR ATTENTION. 