Question

as a marketing people how I can understand customers the product is Chobani yogurt Basis on related place: DIRECT ONLINE, SOCIAL MEDIA AND MOBILE MARKETING,  GLOBAL MARKET PLACE, SUSTAINABLE MARKETING.

Answer 1

In marketing, there are three types of audience. First is the core audience. These are the people who will really use your product in their day to day use. These people will not go for any other brand depending on brand characteristics. Finding your core consumers is the key. Segmenting consumers is the key to finding your core consumers. In case of chobani yogurt, these are the greek consumers who are the core audience. Since this is a greek product, they will be the first to use it.

Second type of consumers is one who don't have a fixed preference yet. They lie in between those that use the product and those who don't but they can be influenced to use the product regularly. These consumers can be targeted by advertising and branding and making a connection. For eg: people who have used chobani before but also use other products. They can be converted to use chobani regularly.

Third types of consumers are the ones who use your competitors products regularly. These are not the ones who will easily switch their preference and they have strong brand loyalty. These consumers should ideally be targeted last as converting them to consumers will cost a lot.

Consumers who frequently shop on e-commerce company will be the targets for chobani yoghurt for direct online sales. These are people who are core consumers and prefer to shop online. Preferably younger generation. Social media and mobile marketing is generally more effective on younger people. But the decision-makers at home are usually moms who are from previous generations and might not know how to use social media. Hence targeting them innovatively through regular mediums is the key. Customer also prefers online products which are available. Stock-outs can lead to shifting of product preference. Therefore, adequate online stocks must be kept for better consumer experience. Targeting core customers online and those who have no preference can be done through data analytics and targeted marketing activities online.