1 / 23

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

nedra
Download Presentation

Group Danone Product – Yogurt UK Market

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

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

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

  3. The food companies competition in global market and UK Group Danone is in the 7th place in global food companies, and the Danone yogurt (Activia) has second largest market share in UK. 24.33 23.95 4.98 2.87 2.76 1.83 1.68 1.45 1.39 0.92 14.23 18.27 Rank of food companies In global market (by Oxfam) Top 10 Yogurt Companies in UK

  4. PEST Analysis: Describing a framework of macro-environmental factors

  5. The internal environment– The strength and weakness • Making assessment in order to develop a realistic and achievable strategy for Danone yogurt in UK

  6. The Strategic SWOT analysis – Achievable goals or objectives to be set • Informing later steps in planning to achieve the objective

  7. ??? Consultants • 3. The Strategic SWOT analysis – identifying the alternatives for future success

  8. Strategy choice: Product development strategy • Product development : Launch a yogurt designed for kid • Low cost of development as the product already exist in the Danone portfolio in other country. • A very strong brand image in the children market on sport and healthy food (DanoneWorld cup for kid, in 2013 in Wembley London). • Less intensive competition in comparison with that of adult market. • National awareness on the importance of a vary alimentation for children as a method to struggle against obesity. • Good understanding of the importance of Calcium and vitamine D for growth of kids. • A very good way to educate children and their mother on the important of Yoghurt in the healthy diet • Focus on the importance of nutrition (e.g calcium) for kids.

  9. Segmentation: How to segmenting a kid market? – Yogurt for kid 1/2 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

  10. Segmentation: How to segmenting a kid market? – Yogurt for kid 2/2 The solution : family behavior (with a focus on mother) ! Cluster 1: lack 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: live healthily Cluster 5: strong parenting skills but need to make changes Cluster 6: plenty of exercise but too many bad foods

  11. ??? Consultants • 4. Segmentation: How segmentating a kid market ? - Yoghurt for kid 3/3 More details on our main cluster. Sources: Source: TNS Childhood Obesity Consumer Segmentation Research

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

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

  14. Positioning: Developing the image of our product in consumer’s mind Nutrition-Age Axes – Where are our competitors and Where do we want to be Focusing on kids from 5-10 Offering nutrimental Lifestyle Developing energetic kids Nutrition Age 0-5yrs 5-10yrs

  15. Positioning: Developing the image of our product in consumer’s mind Nutrition-Price Axes – Where are our competitors and Where do we want to be Nutrition Healthy Positive Optimistic We worth it ! Price

  16. Short-term objectives SMARTT Long term and Short term objectives for our strategy Achieved through product development and segmentation as the quality leader by targeting 1. Kids 2. Mothers

  17. Marketing Mix: What does our product offer Product – Price – Place – Promotion

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

  19. Appendix

  20. Danone: History of the group 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

  21. Danone : some information over the range of brands Fresh Dairy Product --- Yogurt Water Baby Nutrition

  22. Segmenting more information on the Cluster

  23. Positioning : price information

More Related