{"id":3371,"date":"2020-01-28T11:07:58","date_gmt":"2020-01-28T01:07:58","guid":{"rendered":"https:\/\/news.sap.com\/australia\/?p=3371"},"modified":"2020-01-28T11:07:58","modified_gmt":"2020-01-28T01:07:58","slug":"how-chobani-learns-from-consumers-to-develop-new-products","status":"publish","type":"post","link":"https:\/\/news.sap.com\/australia\/2020\/01\/28\/how-chobani-learns-from-consumers-to-develop-new-products\/","title":{"rendered":"How Chobani learns from consumers to develop new products"},"content":{"rendered":"<section class=\"_3PsH9 _1DCKj\">\n<p class=\"lead\">Market-leading yoghurt firm Chobani\u2019s consumers are so invested in the business, they help co-create exciting new product ranges. Such is the case with the limited Halloween range it releases each year, explains Maria Voronina, the business\u2019s senior brand manager for innovation and new platforms.<\/p>\n<p>\u201cWe&#8217;re constantly talking to our consumers and engaging from multiple channels in a very personal way. That allows us to form relationships with them that make it possible for us to pull them into our new product development process,\u201d she explains.<\/p>\n<div class=\"_2C6bw\"><\/div>\n<p>Consumer involvement in the Halloween range started in 2016, when Chobani launched its first pumpkin pie yoghurt. Last year, it introduced a yoghurt pouch in the shape of a ghost. This year, it launched six new Halloween-themed packaging designs.<\/p>\n<p>\u201cConsumers knew this was coming because Halloween is an annual event and they get very excited. We ask people what they want and they submit ideas for flavours \u2013 some even design packaging. It\u2019s an amazing source of inspiration. We\u2019re currently planning next year based on this feedback, and I can guarantee it will be something special. It will be something different and we\u2019ll be drawing on our consumers\u2019 ideas,\u201d says Voronina.<\/p>\n<p>Chobani has enjoyed incredible success thanks to the proximity it enjoys with its consumers \u2013 every person who contacts Chobani with either a compliment or complaint receives a handwritten note.<\/p>\n<\/section>\n<aside class=\"_3-KSC\"><\/aside>\n<div class=\"adWrapper _3XglG PqjyK ad\">As a result, it\u2019s now the top yoghurt brand in the market and it\u2019s only been available in Australia for eight years. Says Voronina: \u201cWe completely disrupted the market. In our first year we launched 14 different flavours in a single serve format when the category was dominated by tubs or multi-packs.\u201d<\/div>\n<section class=\"ztzrw\">\n<div id=\"endOfArticle\" class=\"_3PsH9\">\n<figure class=\"gzJMC -TKpA\" data-pb-type=\"im\"><img decoding=\"async\" class=\"_1srKI\" src=\"https:\/\/static.ffx.io\/images\/$zoom_1.464%2C$multiply_0.5855%2C$ratio_1.776846%2C$width_1059%2C$x_0%2C$y_0\/t_crop_custom\/e_sharpen:25%2Cq_85%2Cf_auto\/c0259bfdff60540194a6c4be865565654a7b430f\" alt=\"\" data-test=\"Image-image\" data-id=\"c0259bfdff60540194a6c4be865565654a7b430f\" data-pb-im-config=\"{&quot;aspectRatio&quot;:1.776846,&quot;type&quot;:&quot;landscape16x9&quot;,&quot;width&quot;:382,&quot;urls&quot;:[&quot;https:\/\/static.ffx.io\/images\/$zoom_1.464%2C$multiply_0.3607%2C$ratio_1.776846%2C$width_1059%2C$x_0%2C$y_0\/t_crop_custom\/e_sharpen:25%2Cq_85%2Cf_auto\/c0259bfdff60540194a6c4be865565654a7b430f&quot;,&quot; https:\/\/static.ffx.io\/images\/$zoom_1.464%2C$multiply_0.7214%2C$ratio_1.776846%2C$width_1059%2C$x_0%2C$y_0\/t_crop_custom\/e_sharpen:25%2Cq_42%2Cf_auto\/c0259bfdff60540194a6c4be865565654a7b430f 2x&quot;]}\" \/><figcaption class=\"LuHig\">Thorough research of consumer behaviour and attitudes is the key to a successful brand like Chobani.\u00a0<cite class=\"_23SOU\">Getty<\/cite><\/p>\n<\/figcaption><\/figure>\n<p>Commenting on the best way to engage with consumers, Sydney university academic Vince Mitchell says understanding what they want involves thoroughly researching their behaviour and attitudes.<\/p>\n<p>\u201cThis can range from watching how people buy and eat, to getting them to answer survey questions, to listening in on what people say on social media or in focus groups. It&#8217;s particularly important to have a range of methods. As [British advertising legend David Ogilvy] once said, &#8216;People don&#8217;t think how they feel, don&#8217;t say what they think and don&#8217;t do what they say\u2019,\u201d says Mitchell.<\/p>\n<p>It\u2019s important to Chobani to take a very personal approach to its interactions with its customers.<\/p>\n<p>\u201cMarketing used to be about a one-way dialogue with consumers,\u201d says Voronina. \u201cThat\u2019s completely changed \u2013 now consumers have a voice; they co-create your value. We have transcended mass marketing because we find the time to treat every person as an individual. We have so many personal stories from people who contact us who might be battling cancer or trying to lose weight. We record every interaction and follow up with them later, checking in and maintaining that relationship.\u201d<\/p>\n<p><a href=\"https:\/\/www.afr.com\/technology\/how-the-age-of-customer-experience-changes-the-way-we-do-business-20191114-p53ar1\">Episode two: Age of the customer<\/a><\/p>\n<p><a href=\"https:\/\/www.afr.com\/topic\/sap-1naf\">The Experience Effect podcast series<\/a><\/p>\n<p>Mitchell says it\u2019s important to have formal processes for involving consumers and incentivising them to become involved in product development.<\/p>\n<p>\u201cFrom early-stage market research, ask them about what they like and dislike about current offerings on the market,\u201d he says. \u201cTest concepts with them and allow them to play with prototypes or even buy them in simulated online or real life stores. Many companies co-create or use customer ideas as the inspiration for their products.\u201d<\/p>\n<p>The Chobani team\u2019s dedication is also a critical part of its success. Says Voronina: \u201cEvery employee knows the values, what the brand stands for and what it takes to deliver a truly exceptional experience. When everyone is responsible for the brand experience, your business becomes something really different.\u201d<\/p>\n<p>Chobani also brings retailers along with it on its journey. \u201cWe deal with our business partners in the same way we engage with our consumers. We aim to surprise and delight companies that have worked with us for a long time in the same way we do with our consumers; that\u2019s very, very important.\u201d<\/p>\n<p>This article first appeared in the <a href=\"https:\/\/www.afr.com\/technology\/how-chobani-learns-from-consumers-to-develop-new-products-20191122-p53d2h\">Australian Financial Review.<\/a><\/p>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"<p>Market-leading yoghurt firm Chobani\u2019s consumers are so invested in the business, they help co-create exciting new product ranges. Such is the case with the limited&#8230;<\/p>\n","protected":false},"author":887,"featured_media":3372,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[199],"tags":[5561210,5562887,5562792,5560299,5562888,5561436],"sapn-display":[],"sapn-type":[5560547],"class_list":["post-3371","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customers","tag-co-innovation","tag-consumer-behaviour","tag-consumers","tag-innovation","tag-market-research","tag-podcast","sapn-type-feature"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Chobani learns from consumers to develop new products - 51风流Australia &amp; New Zealand News Center<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.sap.com\/australia\/2020\/01\/28\/how-chobani-learns-from-consumers-to-develop-new-products\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Chobani learns from consumers to develop new products\" \/>\n<meta property=\"og:description\" content=\"Market-leading yoghurt firm Chobani\u2019s consumers are so invested in the business, they help co-create exciting new product ranges. 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