Current packaging
According to the VIEW model of consumer package evaluation, the current Chobani yogurt cups fall short. The Visibility aspect of the model is in the package’s plain white exterior. The word “Chobani” in all capital letters is on the top of the yogurt cup. Above it is a colorful stripe that coordinates with the image below it. The lower part of the cup has a simple, plain, high quality image of fruit, visually communicating to consumers what flavor the yogurt is. The issue with the package’s Visibility is that the yogurt cup is quite plain and does not stand out among other yogurt cups on grocery store shelves. The plain white background, black text, and image of fruit copy all other brands’ yogurt cup packages. It does not communicate to consumers that Chobani’s high prices, double that of Yoplait’s are worth it.
The Informational aspect of the model is fulfilled through the small text printed on the yogurt cup. The flavor is stated on the top of the cup, and the brand is stated in big letters. The type of yogurt, Greek, is stated beneath the brand name. The words “low-fat yogurt” and the amount of milk fat, written in bold, are stated on the bottom. The amount of yogurt in the container, in ounces and grams, is stated on the front as well. The nutritional facts are found on the back of the container. The package falls short of successfully fulfilling the Informational aspect of the model because the information about the product’s low fat content is not stated boldly enough the catch a consumer’s attention when they are looking over dozens of other yogurt cups in the store.
The Emotional Appeal aspect of the model comes through the brand’s efforts to give the product a healthy, natural vibe. The plain packaging communicates freshness and purity. The perfected images of freshly cut fruit on the front of the package portray an idealistic image of clean, healthy food. Stating that the yogurt is “low-fat” also appeals to those who look to eat lower fat diets and makes them feel that they’re making the healthy choice by choosing Chobani. However, this feeling that consumers are making the right choice by choosing Chobani is shallow because they cannot see what they are purchasing, only a picture of some photoshopped fruit.
The Workability aspect of the model is in the package’s single-serving function. Each cup is one serving and is meant to be used one time and discarded. It is designed to be transportable and be thrown away once empty. The issue with the current package’s Workability is that it is hard to recycle because of its small size; the smaller the plastic, the more difficult it is to recycle. Additionally, the type of plastic used to make it is “difficult-to-recycle” (The Guardian). Many customers also dislike Chobani’s current packaging because the yogurt often pops out at them and splatters onto their clothing.
Redesigned packaging
The new package design we are proposing fulfills the features of the VIEW model much better than the original. The Visibility aspect will be in a trendy transparent jar, similar to the currently popular jars that small pies are baked in and eaten out of. The flavor of the yogurt and the types of fruit used will be engraved on the front center of the jar. The word “CHOBANI” will be engraved on top of the fruit engraving. The yogurt inside will be visible through the glass of the jar, showing off the fresh fruit on the bottom instead of just a picture of it. This is a new idea in yogurt packaging and will stand out to consumers and attract them because of its unique and novel nature. This new packaging will also elevate the image of the product in consumers’ minds, convincing them that the higher price for Chobani is worth it and incentivizing them to purchase it over the cheaper options.
The Informational aspect will be in the flavor being placed on the side of the jar lid, facing the customer when they look at the center of the package. The “low-fat” label will be on top of the jar cap because providing low-fat products is Chobani’s biggest claim. The nutritional facts will be printed on a label sticker placed on the bottom of the jar. This placement is ideal because no other yogurt is packaged in a jar, so consumers will notice it quickly when examining the brand new package design.
For Emotional Appeals, the jar will be aesthetically pleasing because of the simple design that allows the yogurt inside and colorful, fresh fruit to show through. It is also trendy and eye catching for consumers, as no other yogurt brand packages their product in a clear container. Customers will feel like they are part of something new when they buy this uniquely packaged yogurt. The package will communicate to consumers that the yogurt is a higher-end product and that it is natural, as they can literally see the natural ingredients used to make it. The design may also even communicate to consumers that the product is organic because it is being presented to them in a small jar, similar to something they may find at a local farmers market. The ability to directly see the product inside will go beyond simply telling consumers that they are buying a healthy snack and literally show them.
The Workability component of the package will be that customers will be encouraged to collect and reuse the jars. We could even have seasonal jars to get customers to buy them more often. For example, we could package some yogurts in jars tinted light orange and engraved with a pumpkin during October. Series of collectible jars could work in the same way and fulfill the same purpose of increasing purchases. Getting customers involved with the brand in this way would help make them feel like a part of the brand. If they are placed on a shelf inside their homes or reused as cups, the customers will constantly be reminded of the brand in a non-invasive way. The caps of the yogurt will be reusable and washable, and have holes punched on top for straws to go into. This eliminates the non-recyclable plastic issue and keeps customers’ clothes safe from flying yogurt when opening the product. The jar will also feature a unique small handle incorporated into the design in order to make it easy to hold and to avoid dropping the glass jar. The design will also include a small spoon attached on the lid from the inside making it ready to be eaten anytime and anywhere straight out of the fridge.
APPENDIX A: Old Packaging
Found in Ralph’s located in Long Beach, California.
APPENDIX B: Redesigned Packaging
This is the plastic spoon which will be included with the yoghurt jar attached onto the inside of the lid.
APPENDIX C: Extra Credit
POP Display
For a point of purchase display, we are proposing a huge refrigerated jar in the shape of newly designed Chobani packaging and placed in the refrigerated dairy aisle of the grocery store. The display would be semipermanent and be placed in grocery stores when the new package is first introduced. Similar promotions were done by Nutella and other companies. The POP display would be similar to the examples below.
Rinaz.net
Sales Promotions
We can do social media contests to get consumers more involved with the brand. One such contest would be a #ChobaniJar picture contest. Customers would be asked to take a picture of them using their Chobani jar in an interesting, innovative, or entertaining way. Every week Chobani will pick the person with coolest picture as the winner and give them $50 worth of Chobani yogurt. Having customers post to social media will also expose the brand and product to their social circles, increasing the chance that their friends and families will buy the product as well.
Another sales promotion would be having customers ship-in used jars to Chobani. If customers do not want their jars, Chobani will pay for shipping, similar to when someone returns something via Amazon Prime, and will also credit you with $5 worth of Chobani gift card every 3 jars recycled. This will improve the brand’s image by demonstrating a commitment to environmental sustainability and also draw in consumers who may have avoided the product because they weren’t interested in collecting the jars or having to recycle them themselves.
A third sales promotion idea is selling variety packs that save customers money while also getting them to try every flavor and find their favorites. This way, people can find their favorite flavors and repurchase the product with confidence.