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? (2 Marks)
- Is ‘Chobani’s’ introduction of yogurt for children a brand extension or line extension? Explain. (2 Marks)
- How is ‘Chobani’ positioning its various product categories currently? How is it communicating its current positioning strategy? (2 Marks)
Part-B Critical Thinking
Answer the following questions based on the concepts discussed in Chapter- 13, 15 and 18
- Assume you were hired by the local grocery store to help in assessing its service quality based on the five service dimensions to determine the overall service quality: reliability, responsiveness, assurance, empathy, and tangibles. How would you go about undertaking this project? (Ch-13) (3 Marks)
- Price skimming and market penetration pricing are the two important pricing strategies used by Marketers. Ahmad wants to launch his new backpack in the local market. Being a marketer which pricing strategy you will suggest him to use and why? (Ch-15) (3 Marks)
- Do you find any difference between advertising and public relations? How can public relations contribute to a firm’s IMC? Explain with the help of a suitable example.(CH-18) (3 Marks)
