Case Study Link: Access the Case at https://pressbooks.nscc.ca/nsccprinciplesofmarketing/chapter/outcome-using-the-marketing-mix-2/

Task :After the astounding success of Chobani Yogurt, Chobani is now considering diversifying its products through a new youth-oriented line called Chobani Champions. We are very excited about our new line; we tested the market for a couple months and were very serious about Chobani Champions. Its simply the best yogurt designed for kids nothing more or less than the regular line, but its just blended and more functional for kids, Ulukaya shares. Hopefully the parents that are complaining that everything out there for kids are filled with sugars and colors and stuff will have an alternative with this. Theyre nice tasting, but also fun for the kids, while made with real fruit, nothing artificial. The CEO has appointed your team to analyse the decision of launching the new product- Chobani Champions. They want your recommendation on a) Should they launch Chobani Champions for youth (18 to 25 years)- If yes, then what should the positioning and marketing mix be like b) Should they launch Chobani Champions for kids (8- 15 years) If yes, then what should the positioning and marketing mix be like.

Your care analysis should contain

a. Market Situation

b. Business Problem

c. An analysis of the alternatives

d. The recommendation (which alternative have you selected and hence the recommended positioning and marketing mix)

e. Implementation (the next steps for implementing the launch for Chobani Champions)