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Group Danone Product – Yogurt UK Market

Group Danone Product – Yogurt UK Market. Harsh Ruia Lin Qi Mathis Cohen Qian Cheng Wang Xiao nan Yang Yang. History of Group Danone. 1919 , Barcelona, Spain, Isaac Carasso , · Named after his son Daniel. · Manufacturing Yogurt.

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Group Danone Product – Yogurt UK Market

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  1. Group Danone Product – Yogurt UK Market Harsh Ruia Lin Qi Mathis Cohen Qian Cheng Wang Xiao nan Yang Yang

  2. History of Group Danone 1919, Barcelona, Spain, Isaac Carasso, · Named after his son Daniel. · Manufacturing Yogurt 1929, Daniel Carasso launched Danone in Paris and business was good. 1941, entrusted Danone France to Norbert Lafont and Danone Spain to Luis Portabella · Founded Dannon US 1945,rebuilding French and Spanish businesses. · Lost interest in the US market; · Back to BSN GervaisDanone in 1981. 1967, fusion with Gervais, · Gervais-Danone company. 1972, Daniel Carasso and Antoine Riboud. · Merged their two companies. · Making Danone into a world brand

  3. What do we have? Fresh Dairy Product --- Yogurt Water Baby Nutrition

  4. Why do we choose yogurt? • Google Trend Yogurt Global United Kingdom Yogurt seems to be paid more and more attention

  5. Capturing Marketing Insights – the internal environment The most relevant Strategic Capabilities – a resource audit of Danone Yogurt UK

  6. The Strategic SWOT analysis – identifying the alternatives for future success

  7. Strategy choice: Product development strategy • Product development : Launch a yoghurt especialy design for kid • Low cost of development as the product already exist in the Danone portfolio in other • country • National awareness on the importance of a vary alimentation for children as a mean to struggle against obesity • Good understanding of the population of the importance of Calcium and vitamine D to help the growth • A very good way to educate people to yoghurt (parents, habit in the childhood) • Focus on the importance of calcium for kids during growth and the healthy food • Use the very strong brand image in the children market(Danone World cup for kid, in 2013 in Wembley London) • Small number of competitor on the segment only two in comparison of the adult market

  8. Segmentation: How to segmenting a kid market? – Yogurt for kid 1/3 It is hard to segment kids The percentage of children who did sport in the last 4 weeks, by age and sex, 2010/1 The percentage of children who need calcium and vitamin D to grow

  9. Segmentation: How to segmenting a kid market? – Yogurt for kid 2/3 The solution : family behavior (with a focus on mother) ! Cluster 1: lacking time, money and knowledge Cluster 2: lack the knowledge and parenting skills to improve their family’s lifestyle Cluster 3: affluent, overweight families who over- indulge in unhealthy foods Cluster 4: living healthily Cluster 5: strong parenting skills but need to make changes Cluster 6: plenty of exercise but too many bad foods

  10. ‘Differentiated’ Targeting: Focus on the most promising segments! Targeting strategy: Differentiated Targeting 52% Potential consumer

  11. Positioning: Developing the image of our product in consumer’s mind Nutrition info of main competitors

  12. Focusing on kids from 5-10 Offering nutrimental Lifestyle Developing energetic kids Nutrition 5-10yrs Age 0-5yrs Nutrition-Age Axes

  13. Healthy Positive Optimistic We worth it ! Nutrition Price Brand Reputation-Price Axes

  14. Implementation Control: Assessment of the overall strategy Continuously questions the basic direction of the strategy

  15. Appendix

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