How Chobani challenged Nestle & Danone to become No.1

Key learning:

• A superior product, competitively priced (the Blue Ocean strategy of pursuing both differentiation & cost competitiveness)
• During the 1^st phase, brand growth happened through extreme product focus and not through marketing and advertising. Marketing driven growth happened only during the 2^nd phase
• Brand point of view which was not developed by an agency, but by the owner himself and agency did the role of amplifying it
• Matching brand behavior with brand identity
• Use of social media to generate advocacy
• Maintaining the challenger mindset even when you are number 1  

                 

DISCLAIMER:

This blog represents my views. They do not necessarily reflect those of my employer