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8Vol2Issue22012connectx13MasterPrintGroupPoweroftheNicheFx1eomNx18x12x17x14oMx11x18nsx1ex14x11mBrandingexpertssayitx19salwaysbettertonar-rowyourfocusandtrytodominateasegmentofamarketratherthancompetewithestab-lishedbrandsintheoverallmarket.x1cTodayx19snicheisoftentomorrowx19smainstreamproductx1dRiessays.x1cWhocantellinadvancex1dCertainlynotHamdiUlukayaperhapsoneofthemostsuccessfulentrepreneurstoemergeduringthemostrecentGreatReces-sion.EverheardofChobanipronouncedcho-BAHN-neeMosthadneverevenheardofGreekyogurtafewyearsago.Butthatdidnx19tstopUlukayafrombuyingadiscountedKraftFoodsplantinNewYorkandcreatingstrainedyogurtthewayittraditionallyhadbeenmadeforcenturiesinhisnativecountryofTurkeyx13withallnaturalingredients.x1cGreekyogurtwasanichemarketthatUlukayapioneeredwithChobaniandnowtheGreekyogurtmarketisboomingx1dRiessays.x1cChobaninowhassurpassedbothDannonandYoplaittobe-cometheleadingyogurtbrandinthecountry.WhoknewhowbigitwouldbecomewhenChobanilauncheditsbrandx1dKx14ysoSux12x12x14ssfulNx18x12x17x14Mx11x1ekx14x18nx16AccordingtoRiesChobanix19ssuccessfulmarketingstrategyisrootedinthreekeystrategiesincludingbeingthefirstinanewcategorygivingyourproductanewanddifferentnameandlaunchingyourbrandwithPRnotadvertising.1.Bethefirstinanewcategoryx13Adecades-oldGreekcompanyFagewasthefirsttoimportstrainedyogurttotheUnitedStates.StillmostpeopleintheStateshadneverheardofGreekyogurtbeforeChobanistartedmakingitherein2007promotingitasatastynaturallyhealthyfood.DuringitsinitiallaunchChobanididnx19twanttomarketitasahigh-endhealthfood.Thestrategywastokeepthecostsdownandaskgrocerstoplaceitneartheotheryogurtbrands.TodaymanygrocersaregivingCho-baniapremiumlocationintheyogurtsection.2.Giveyourproductanewanddifferentnamex13ChobaniistheGreekwordforx1cshepherdx1dandissymbolicforagiftthatcomesfromtheheart.3.LaunchyourbrandwithPRnotadver-tisingx13AccordingtoNickiBriggsChobanix19scommunicationsdirectorChobaniwasdis-tributedtothemediaandanyoneelsewhowouldtakeit.x1cWefeltlikeourproductwassogoodthatifpeopletriedittheywouldlikeittellotherpeopleaboutitandessentiallycre-ateagroundswellx1dBriggsrecalls.x1cWealsolaunchedamobiletourcampaignandtraveledacrossthecountryinthex18Chomobilex19handingoutyogurtsamplesatfestivals.x1dDidtheirstrategyworkChobaniendedupreceivingatremendousamountofmediacoverageinnationalprintFortuneBetterHomesandGardensParentsmagazinesandonnationaltelevisionthex1cTo-dayx1dandx1cGoodMorningAmericax1dshowspriortolaunchingitsfirstnationaladcampaignin2011.InjustfouryearsChobanihasbecometheNo.1yogurtcompanyinthecountrywith2011salesexceeding700million.ThebrandalsoenjoysatremendousfollowingofenthusiasticfanscalledChobaniacswhomhaveshowedtheirlovetothetuneofmorethan425500x1cLikesx1donthesocialmediasiteFacebook.InfacttheFace-bookx1cLikesx1daregrowingexponentiallywithasmanyas5000to10000showingupdaily.x1cWedonx19tseesocialmediaasamarketingtoolweseeitasanoutletforauthenticdialoguewithourcustomersx1dBriggssays.x1cTodayx19snicheisoftentomorrowx19smainstreamproduct.Wx17ox12x11nx14llx18nx11dvx11nx12x14x1dx13LauraRiesPresidentbrandstrategistfirmRiesRiesDeFiNiNgNicheMarKetiNgx1cNichemarketingisconcentratingallmarket-ingeffortsonasmallbutspecificandwelldefinedsegmentofthepopulation.Nichesdonotx18existx19butarex18createdx19byidentify-ingneedswantsandrequirementsthatarebeingaddressedpoorlyornotatallbyotherfirmsanddevelopinganddeliveringgoodsorservicestosatisfythem.Asastrategynichemarketingisaimedatbeingabigfishinasmallpondinsteadofbeingasmallfishinabigpond.Alsocalledmicromarketing.x1dx13fromBusinessDictionary.com