In recent years, there have been many new product introductions in a yogurt market that is quite old. The new twist is “Greek yogurt,” and it fits with the increased emphasis on healthy living and eating habits. Buzz marketing is a big factor in the success of this new product.

1. What are the primary features and benefits that help explain the successful commercialization of this yogurt category in the North American market?

2. In the case, we identified both private brands and national brands. Categorize each of the brands mentioned in the case and explain what the difference is between national and private brands (as discussed in Chapter 12).

3. If you were involved in launching a new brand of Greek yogurt for a major food manufacturer, what strategy would you employ?

4. If you were in charge of creating a new campaign for the President’s Choice Greek yogurt brand what elements of the promotional mix would you employ? How would you use social media tools to get the message out?