Одно из лучших решений английской секции

1. Eat, Play, Love:
Developing a strategy for infant
products category growth
for Danone in Moscow
Tatiana Sukhareva
tatiana.sukhareva@yandex.ru
+79160586985
Alena Ivanova
alenus@gmail.com
+79168199700
Anastasia Ryzhova
anastacia.ryzhova@gmail.com
+79160430993
Zhanel Kamakinova
kamakinova@gmail..com
+79857270271

2. 2
Executive summary Target audience Relevant ideas Special offers
Sources:
250
300
350
400
450
2007 2009 2011 2013 2015 2017
thou.persons
fact forecast
Target audience Market share, %
28
%
51
%
Gross profit, thou rub
Net income, thou rub
0
100000
200000
300000
400000
500000
600000
2015 2016 2017
+123%
2015 2017
0
50000
100000
150000
200000
250000
2015 2016 2017
Our potential is…
Increasing of infant dairy
products market
9 % +5-15%
2015 (fact) capacity
Curd
Kefir
Liquid
Formula
+ 9
+ 37
+ 20
Sales increase in dairy infant
food , %
Buyer’s portrait
• Moscow citizen
• age: 20-45
• middle-range earnings
• has a baby
• Advertising on TV & social
networks
• Sponsorship advertising
• Amazing special offers
• Promotion (commercial) costs
equipment
healthy features
price-quality
WANTED
+55%
+75%
-69%
Trade channels Implementation
• Creation of a new product –
Tyoma Liquid formula
• Developing new flavors for
Tyoma’s curds
• Modernization in retail
channels
• Concentration on priority
positions in the segments
• Elimination of segments’
bottlenecks
Novation
Marketing strategy
Distribution
Our proposed measures will increase total sales in dairy products for children under three and
double sales for Tyoma in Moscow by the end of 2017
1 Can be reached by…2 Which will lead to…3
team analysis

3. 3
• family &
friends
• store &
package
• doctors
• TV
• Internet
 healthiness
 taste
 naturalness
o Brand
o Price
(special offers)
Loyal
&
exacting
Buyer’s portrait:
• Moscow citizen
• age: 20-45
• middle-range earnings
• has a baby
End customer’s portrait:
age: 6 months – 3 years
• does not make a decision
• in need of a special infant
nutrition
Sources2
corner shop (51%)
90
110
130
150
20072009 2011 2013 2015 2017
thou.persons
fact1 forecast
Births in Moscow
Number of
potential
end customers
250
300
350
400
450
2007 2009 2011 2013 2015 2017
thou.persons
fact forecast
Target audience
Market parameters
fact
(2015)
capacity
Average infant dairy product consumption for
children under three in Moscow,
ml per child per day
230 400-450
Increasing of infant dairy products market +9% +5-15%
Danone’s dairy products market share, % 28 50
To achieve the goal of doubling Tyoma’s sales by the end of 2017 it is necessary
to increase Danone’s market share up to 50%.
The potential market growth depends on an inflation rate, which is decreasing
gradually, a raising level of saturation, demography and economic.
The level of saturation is quite high, but can it be risen by promotion through
mass-media, pediatricians, etc.
130-180cm
height
Target audience Relevant ideas Special offersExecutive summary
To double Tyoma’s sales within the limited market Danone should improve brand awareness,
meet parents’ special offers requirements , pay attention to product quality , taste & accessibility
As a number of births is increasing, a number of potential customers
will grow to 423 thou. persons (+2,7%) by the end of 20171 3 Adult chooses product for a baby,
appreciates quality, has to monitor prices
As a level of saturation and a market size can not be changed
significantly, Tyoma should capture 50% of market to reach the goal2
Sources:
Trade channels Implementation
1 – Russian statistical annual (2014), 2 – Data from Nielsen, Trends in the Global Baby Food and Diaper Markets (2015)

4. 4Sources:
Executive summary Target audience Relevant ideas Special offers
Curd
Drink
Yoghurt
Kefir
Liquid
Formula
Milk
Yoghurt
Segment
Category's
share, %
Sales
increase, %
Commentary
53
14
14
4
13
2
- 2
+ 9
+ 37
- 13
+ 20
+ 2
High-demand product
Demand saturation, sales growth
Potentially attractive segment
with a strong sales growth
Stable small increase
Not in demand
Decrease in demand
Price-quality
ration
Whole natural
product
Child’s
favorite taste
Target audience prefer to buy inexpensive natural products
with their favorite flavors
Key factors Needs
Safe
ingredients
Products’
diversity
Customer
case data, team analysis, Nielsen, 1 – Appendix #1, 2 – Appendix #2, 3 – Appendix #3
1 3
2 Increasing of the curds’ flavors in dairy infant food category and production of a Tyoma “Liquid formula” meets the main
requirements of the target audience
Promotion channels of the Tyoma’s products allow to
increase brand awareness
Channel Promotion way Reach3,%
TV
Internet
Hospital
TV-commercial, Sponsorship
advertising (health programs)
Advice for an infant balanced
food on YouTube & VK groups
Tyoma products’ posters, doctors
recommendations
81
68
CurdnovationNewproduct2
TYOMA Curd
TYOMA Liquid
Formula
Main
competitorsNew flavors1
Characteristics
AGUSHA
apple & banana
mixed fruit
cereals
vanilla & strawberry
For aged 6 months and
more
without oils and
preservatives
Convenient takeout pack
without allergic
flavors
200 ML Tetra Pac
Healthy & safe product
proteins & min
shelf-life
Adding to Tyoma’s line a Liquid formula, flavors’ extension meet the main customers needs and
special promotion channels will allow to increase brand awareness
Inexpensive ~ 30 RUB
FRUTO -
NYANYA
N/A
Low price
range
Trade channels Implementation

5. 5Sources:
Executive summary Target audience Relevant ideas Trade channels Special offers
-60 -40 -20 0 20 40 60 80
Curd*
Drink yoghurt*
Kefir*
Liquid formula
Milk
Yoghurt
Moscow Hyper/Supermarkets Moscow Superettes Moscow TT and Specialists Moscow Market
%
The CATMAN helped to understand the main priority positions of dairy products for children
under 3 years old for future promo and bottlenecks to be got rid of
In 2015 Specialized stores
1
demonstrated the biggest increase
in sales of prioritized segments (*) among all types of stores1
1. Children stores (e.g. Detskiy Mir, Korablik, Dochki-Synochki), Drugstores, Markets
case data, team analysis, СATMAN manual
The CATMAN analysis revealed the priorities of each segment
It’s worth excluding all bottlenecks that has a market
share less than 1% and exceeds a cumulated share 95%3
Curd
Hyper/Supermarkets
Superettes
TT and Specialists
Drink yoghurt Kefir Milk
2
Milk 3,2 %Classic, 5% Green apple, 2,8% Biolact, 3,2%Flavor
Curd
Drink yoghurt Kefir
Kefir, 3,2%
Kefir, 3,2%
Kefir, 3,2%
• Biscuit
• Pomegranate
• Pear-apple
• Prune
Hyper/Supermarkets • Prune
• Prune-banana-
apricot
• Prune;
• Prune-banana-
apricot;
• Apple-carrot-
prune
• Strawberry-
banana;
• Apple-carrot
• Apricot
• Prune-banana-
apricot
• Prune
Implementation

6. 6
Get a magnet photo frame
Buy some get some free
91
%
62
%
Buyers when choosing a
product guide price
Buyers when choosing a
product guide promo
HM SM HDS AFH Proxi
special format /
product
discount
gift
more for your
money
buy and get one
for free
tasting
Buy some earn discount
Every
fourth curd
for free
Take
second
with
25%
discount
For those who choose new product -
Tyoma Liquid Formula
(available for two months)
curd ~ 600 thou units/packs
kefir ~ 250 thou units/packs
Trolley -advertising
will increase brand
awareness
N
E
W
P
R
O
D
U
C
T
+50% promotional
products sales
+20% segment growth
Я
В
Ы
Б
И
Р
А
Ю
М
А
М
А
О
Д
О
Б
Р
Я
Е
Т
S
P
E
C
I
A
L
O
F
F
E
R
S
Executive summary Target audience Relevant ideas Special offers Implementation
case data, team analysis, Nielsen, Danone promo managementSources:
Trade channels
It is expecting a 50% growth of promotional product sales and 20% segment increase
Most Russian women became more
attentive to special offers and
discounts on infant foods
1 Planogram of Tyoma’s diary
products for children under 3 years
old
According to sales increase curd
& kefir are the best products for
using in special offers
32

7. 7
Executive summary Target audience Trade channels ImplementationRelevant ideas
Sources:
Special offers
Initiatives Costs, mln
2016 2017
1Q 2Q 3Q 4Q1Q 2Q 3Q 4Q
Creation of a new product – Tyoma
Liquid formula
Developing new flavors for Tyoma’s curds
Distribution of the liquid formula
though retail channels
Distribution of the curds with new
flavors through retail channels
Modernization in retail channels
Advertising on TV & social networks
Sponsorship advertising
Offer “Buy some get some free”
Offer “Buy some earn discount”
Offer “Get a magnet photo frame”
30
10
250
team analysis, 1 – Appendix #4
0
200 000
400 000
600 000
20162015
+49%
2017
504 568
351 432
226 228
0
50 000
100 000
150 000
200 000
250 000 +19%
2015 2016 2017
241 254
46 745
168 983
Gross profit1, thou rub Net cash flow1, mln rub
Realizing the model of promotion and sales will help to double sales for the Tyoma brand in
Moscow by the end of 2017

8. 8
ALENA IVANOVA
Plekhanov RUE
Faculty of Mathematical
Economics, Statistics and
Informatics
 SIBUR Intern, Business
development
 HQ 25% Changellenge Cup
Moscow 2015
TATIANA SUKHAREVA
Plekhanov RUE
Faculty of Mathematical
Economics, Statistics and
Informatics
 HQ 25% Changellenge Cup
Moscow 2015
ZHANEL KAMAKINOVA
Plekhanov RUE
Faculty of Mathematical
Economics, Statistics and
Informatics
 ECO Solution Cup 2016
winner
Plekhanov RUE
Faculty of Mathematical
Economics, Statistics and
Informatics
ANASTASIA RYZHOVA
BROUGHT TO YOU BY

9. 9
APPENDIX

10. 10Sources:
APPENDIX #1: New curds’ flavor opportunities
9%
9%
9%
8%13%Value, %
OTHERSAPRICOT & CARROTMIXED FRUITAPPLE & BANANA
27%
Units, %
21%12%
20%
PEACH CEREALS
VANILLA &
STRAWBERRY
9%13%13%28%
10%
case data, team analysis

11. 11Sources:
APPENDIX #2: Competitors’ analysis in liquid formula segment
Age Product Weight, ml Price, rub Ccal* Proteins*, gr Disadvantages
> 6
months
NAN-1
AGUSHA 204
2*200
~ 30
110-120
135
268
2,9
5,0
Composed of fat oils
Expensive, too big weight,
composed of preservatives
case data, team analysis
* - for the whole product

12. 12Sources:
APPENDIX #3: Coverage calculation
Channel Initiative Type TA share
Total
reach
TV
Sponsorship advertising
Tabletka 0,10
0,31
0,81
O samom glavnom 0,12
Zhit zdorovo 0,14
Ads (prime-time)
Pervy kanal 0,30
0,72
STS-Media 0,60
Internet
VK theme groups
Children 0,65
0,54
0,68
Child Nutrition 0,85
Family and children 0,81
YouTube theme channels 0,31 0,31
team analysis, TNS data, YouTube Statistics, VK statistic

13. 13Sources:
APPENDIX #4: Computations
team analysis