Step 1) Identify the target market:

• Identify the target market or audience. What segment(s) of consumers, based on age, income demographics, and other factors, would you target for introducing Chobani yogurt into Brazil? Make some clear, targeted choices because a marketer rarely has the resources to address the entire market. In your targeting choices, also consider the psychological characteristics and goals of different consumer segments, for example, the motives linked to the cultural orientations covered in prior modules.

Step 2) Articulate a brand positioning statement:

• Articulate a brand positioning statement that is culturally relevant (i.e., a cultural positioning). Support your answer with cultural insights about consumers in Brazil. Also, ensure to address the following questions: should Chobani leverage its American roots? Should it localize and aspire to be a local icon?) (Hint: explicitly articulate on POP and POD. Use the tools provided in the videos for this module.)

Step 3) Elaborate on the different aspects of the marketing plan (4 P's):

• Identify potential products within Chobani's highly varied product line to highlight as focal products for market entry. Should Chobani highlight only the "parent brand" of Greek yogurt in the new country, or would you change/add a focus on other products/brand extensions in order to accelerate trial and build loyalty in the new market with your chosen target audiences? If so, which products, and why (or why not)?
• Develop a communication strategy for introducing Chobani yogurt in Brazil. Specifically, elaborate on:
  • Abstract images to be used in ads (e.g., self-enhancement, openness, conservation, self-transcendence, etc. [Hint: Review the key cultural insights to guide an advertising campaign for introducing a new mass-market, consumer product in Brazil]).
  • Cultural objects (if any) to be used in ads (Hint: Review the discussion about cultural elements in advertising messages for introducing a new mass-market, consumer product in Brazil).
• Give some attention to channel strategies for introducing Chobani yogurt in Brazil.
• Give some attention to pricing strategies for introducing Chobani yogurt in Brazil.