Introduction Nodan is a type of off-brand yoghurt manufactured by a local company that sells milk products. The product is available in several stores in the U.S where the company has business partners willing to sell the yoghurt alongside other branded products like Chobani and Cantaloop among many others. According to consumers, Nodan Yogurt is similar in quality with the branded products, and its flavors are rich enough to compete with the other products. The store manager also claimed that the product has developed some loyal customers, mainly because of its prices. Nodan is one of the off-brand products that can easily take over the competition in the industry. The Product Nodan is a low involvement product. Yoghurts and other milk products attract customers because of the quality and prices. Nodan is one of the many yoghurt products that the store sells, and the management has realized that some consumers have developed the habit of purchasing Nodan exclusively. Others select the product just because it goes for slightly lower prices than the other products. There is also a large customer base that selects their yoghurt by simply picking the nearest product, or the first product they see regardless of the brand, and Nodan is doing great in the competition. Nodan’s high quality and low price are the main strengths of the product with reference to its perceived quality signals. According to some of the consumers, one cannot tell the difference between the branded products and the off-brand yoghurt. The producer has simply provided consumers with quality yoghurt at a fair price that beats other products. This competitive advantage indicates that given the right kind of product marketing strategy, Nodan can fetch a larger market share. Nodan needs a unique marketing campaign that will distinguish the product from a competing product. Companies like Chobani have developed expensive marketing strategies that are incorporated in their producing company’s CSR programs, but Nodan is in the initial stages of entering the market; hence, a low budget marketing strategy will be appropriate. The strategy should avoid mimicking the approaches used by other companies to bring out the uniqueness associated with the product. This strategy will raise curiosity among the potential consumers, and promote sales for the product. Size of the market segment Low involvement products like yoghurts are mainly purchased by families. In a homogenous market like in the United States, a product like Nodan would make more sales through families doing their house shopping. It is apparent that the majority of the people in the population belongs to a family that does its shopping ones in a while. While some people may not be yoghurt consumers, it is fair to assume that more than half of the 321,130,000 Americans in the 2015 population projection will create demand for milk products like yoghurt. This statistic means that with the right brand marketing strategy, the product can harness a large market share. The strategy should assume a long-term approach toward meeting the objective to make the brand a nationally recognized product. The product is independent of age group varia