Marketing Strategy for Greek Yoghurt: A Case Study of Farmers Union

Food Marketing
(Greek Yoghurt)

Table of Contents
INTRODUCTION......................................................................................................................1
ABOUT THE PRODUCT..........................................................................................................1
FOOD MARKET FOR PRODUCT...........................................................................................2
Segmentation and targeting....................................................................................................3
CONSUMER DECISION MAKING........................................................................................4
Marketing initiatives related to consumer decision making..................................................5
MARKETING STRATEGY......................................................................................................5
Positioning strategy................................................................................................................5
Branding strategy...................................................................................................................6
Pricing strategy.......................................................................................................................6
Integrated marketing communication....................................................................................7
RECOMMENDATIONS...........................................................................................................8
Packaging and labelling.........................................................................................................8
Point of sale............................................................................................................................9
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................10

List of figures
Figure 1: Greek Yoghurt............................................................................................................1
Figure 2: Demand for Yoghurt...................................................................................................2
Figure 3: Global Greek Yoghurt................................................................................................3
Figure 4: Consumer decision-making process...........................................................................4
Figure 5: Positioning strategy....................................................................................................6
Figure 6: Penetration pricing strategy........................................................................................7
Figure 7: Integrated marketing communication.........................................................................8

INTRODUCTION
Marketing refers to the development of a plan or strategy to create awareness about
the products and services in the selected market. The effective marketing terms can be
beneficial for the organization to improve the sales and brand value of the product and
services to achieve the goals. The report will develop a plan for the market of Greek Yoghurt
food product in Australia and identify the market segment for the product of Farmers union
organization. The report will analyse and discuss the consumer decision making for product
and identify the implications for the decision making for marketing. Moreover, the report will
develop a marketing strategy for Greek Yoghurt considering the positioning, branding and
pricing of the product. The report will also provide recommendations for a strategy to
interrupt routine behaviour at the point of the sale of the Greek Yoghurt in Australia for
Farmers union organization.
ABOUT THE PRODUCT
To make the Greek Yoghurt, the Farmer union using regular Yoghurt that is strained
extensively to remove the liquid whey and lactose, leaving behind thicker textured Yoghurt.
According to analysis, the Greek Yoghurt has double protein can be made as nonfat varieties.
The product has half the sodium of regular Yoghurt and carbohydrates. The Greek Yoghurt is
one of the famous food products in the food industry as it is a healthier substitute of the sour
cream, crème Fraiche and mayonnaise. The demand for Greek Yoghurt is increasing as it is
good for health and minimizes the fat in the body. The major health benefits of using Farmer
union Greek Yoghurt involve improving bone health, boosting the metabolism, reducing
appetite and hunger which is good for losing the weight. Moreover, the Farmer union Greek
Yoghurt is useful for encouraging mental health and building muscles mass and lowering the
blood pressure (Gyawali, and Ibrahim, 2016).
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