Greek Gods Yogurt

Primary Goal

Conduct market research to discover insights and develop a marketing plan based off our findings that could be used to reinvigorate the Greek Gods brand.

Process

We used reports and studies from sources such as Mintel to assess the current landscape of the yogurt industry. From our research, we determined the strengths and weaknesses of Greek Gods as well as key competitors like Chobani and Siggi’s. We conducted primary research via an online survey to better determine consumer preferences concerning yogurt. From our findings, we developed a persona (a 25 year old active and health conscious female) that represented Greek Gods’ target customer. We also created the brand extension Greek Goddess, a version of Greek Gods that would be lower in sugar and higher in protein, that would be aimed at our target customer.

Challenges

The timeframe to conduct research and develop effective strategies was very short, with less than a month from start to finish. We had to efficiently manage our time in preparing our survey, distributing it, analyzing the results, and using our result to develop strategies and tactics.

Results

We developed a marketing plan centered around Greek Goddess and the supporting marketing strategies and tactics that would help our idea launch successfully. Our tactics included rejuvenating Greek Gods’ website and social media pages (such as with more recipe ideas and more coupon offers and giveaways to boost engagement) as well as a food truck tour where people could try various foods that incorporated Greek Gods yogurt at a food truck that would visit various locations throughout the United States.

We pitched our proposal to the Greek Gods marketing team and were recognized by them as the top presenting team out of the eight teams who presented.

To see the marketing plan in more detail, please download the plan book below.