Danone case study marketing management srikanth ayithy_msb
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Danone case study marketing management srikanth ayithy_msb
- 1. Bringing Health through food to as many people as possible
- 2. French food products multinational. One of top 5 food brands. Employees - 100, 995 2012 Sales – 25.02b Introduction
- 3. Basis – Benefit/Usage Demographic Fresh Dairy Products – Lactose Intolerance Waters – Accessibility of Clean Water Medical Nutrition – Deficiencies Baby Nutrition – Women with babies Segmentation & Targeting
- 4. Positioning High in taste. Low in Health benefits High in Health benefits. Low in taste TASTE HEALTHY C B A
- 5. Product Length/Width Brand Name Features Marketing Mix – Product
- 7. Advertising Opinion Leaders Scientific Evidence Direct Marketing Promotion
- 8. Supermarkets Door to Door selling (BAN & SA) Strategic Partnership Place
- 9. Indian Market Penetration Vitamins Supplement Segment Sports Segment Conclusion
- 10. Questions & Discussion The Team 15 Srikanth Ayithy Sangitha Ajith Ashutosh Kar MYRA SCHOOL OF BUSINESS
Notas do Editor
- 1899 FORBES #411Global 500 #25 Innovative Companies #351 in Sales #285 in Profit #588 in Assets #164 in Market Value
- ACTIVIA, ACTIMEL, EVIAN Bottle, MIZONE, MAIDONG POSITIONING
- Previously yogurt brands were positioned in either Area A or B. Danone Actimel created a new market with a brand combining health benefits and taste (Area C)
- Danone has four ranges of different products in the mix. Length: It has 23 items in the market. Depth: Variety offered to the consumer en each line. Danone has a huge assortment in products lines over 52. Multiple companies’ supply components go into the final goods sold under Danone Groupe brand names.
- Innovative practices in the value chain especially packaging, so that prices are reduced. A third of Danone’s Yoghurt products are sold at a discount - http://www.bloomberg.com/news/2013-08-26/danone-finds-yogurt-s-all-greek-as-oikos-chases-chobani.html Special packaging called “Multipack” containing 4 pieces in one package costing 1 euro - http://www.wne.sggw.pl/czasopisma/pdf/PEFIM_nr_54_2011_s78.pdf
- TV/Internet Advertising Yoghurt - Door to door Marketing - https://www.ifama.org/events/conferences/2004/cmsdocs/Neves1012.pdf Flavoured water has been gaining ground in many countries. The “Volvic” brand of water was launched in Poland in may 2005. It was commercialized under the name “Zywiec Zdroj” which was already a national leader.
- Starbucks Coffee Company (NASDAQ:SBUX), the world’s leading coffee retailer and roaster of specialty coffees, and Danone (EN Paris:BN), the world’s leading producer of fresh dairy products, today announced a strategic agreement to offer a jointly created and developed selection of new, healthy specialty yogurt products in participating Starbucks stores and in grocery channels. This will advance Danone’s ambition to expand yogurt consumption in the U.S., while growing Starbucks health and wellness offerings for its customers under the company’sEvolution Fresh brand. http://news.starbucks.com/article_display.cfm?article_id=805
- India is a huge market for people with deficiencies because of the food habits. There is also a huge market in India for malnourished children. Target sports persons Vitamin tablets from Amway for example are market leaders for therapeutic uses – But its prices are prohibitive.