1. Propose a customer-driven strategy (Segmenting, Targeting, and Positioning) for the launch of a new range of yogurt products in Malaysia based on the product life cycle (PLC) concept. Explain how you would segment the market, identify the target audience, and position the new yogurt products at different stages of the PLC to maximize their success in the competitive market.

(10 Marks)

2. In the competitive yogurt market, loyalty programs play a vital role in enhancing customer engagement and brand loyalty.

a. Analyse the FIVE (5) dimensions of service quality in the context of Chobani's yogurt products.

(5 Marks) b. How do loyalty programs enable Chobani to achieve service excellence? Examine

your answer with TWO (2) points.

3. Based on your understanding of celebrity endorsements as an important factor for brand awareness among consumers for new products, apply your knowledge to examine TWO (2) pros and TWO (2) cons of using celebrities as message sources in marketing strategies.

(4 Marks)

4. As Chobani's Marketing Manager, critically evaluate TWO (2) factors contributing to the significance of pricing decisions for the launch of their new range of yogurt products in Malaysia.