Read the Chapter Case Study entitled Yogurt Lovers say, “It’s All Greek to Me” from Chapter- 11 “Product, Branding and Packaging decisions” Page: – 381 given in your textbook – “Marketing” (8th Edition) by Dhruv. Grewal and Michael. Levy (2022) and answer the following Questions:
Assignment Question(s):
⦁ Generally speaking, what type of product is yogurt? Does your answer change for the different product categories that ‘Chobani’ has defined for its offerings?
⦁ Is ‘Chobani’s’ introduction of yogurt for children a brand extension or line extension? Explain.
⦁ How is ‘Chobani’ positioning its various product categories currently? How is it communicating its current positioning strategy? (2 Marks)
