Business History: A History of Danone. Danone is a multinational company in today's world. This slide is focusing before Danone merged with other firms.

2. Who is Danone?
0 Danone was founded by Isaac Carasso.
0 It was founded in 1919, Barcelona, Spain.
0 Danone was named after his son Daniel, which in
Catalan, Danon is a nickname means Little Daniel.
0 It was a family firm at the beginning of the business.
0 At the early beginning, the business was concentrated
on yogurts, as its product.

3. Beginning of Danone
0 Daniel Carasso was born in 1905 in Salonica (now
known as Thessaloniki in Greece), where his family, of
Spanish descent , had lived in exile for more than four
centuries.
0 In 1916, Isaac Carasso, Daniel’s father , decided to
return to Spain and settle there for good.
0 Three years later Danone was founded.
0 Ten years upon founded Danone, Daniel Carasso had
launched the Danone brand in France.

4. Daniel Carasso of Danone

5. Why yogurt business?
0 The earliest business of Danone was yogurt.
0 Danone was a pioneer in yogurt industry in Europe
during that time.
0 The yogurt is uncommon in European community
during that time.
0 Isaac Carasso introduced yogurt, which was a popular
diet during Ottoman Empire – as he was an immigrant
from Salonica that influenced by the Ottomans.

6. Yogurt as an example of food
technology
0 One of the most prominent examples a food
technology that has a significant impact human health
and lifestyle.
0 Therefore, appalled by number of children suffering
from intestinal disorders at the end of the First World
War, Isaac Carasso started manufacturing yogurt.
0 His idea to introduce and produce yogurt in Barcelona
was encouraged by the research of Elie Metchnikoff.

7. One of the earlier packaging of Danone yogurt

8. How does the new product been
introduced?
0 Danone was started in a small town to cater the local
needs especially childen in Barcelona.
0 It was introduced by prescription on Barcelona
pharmacies – its was first introduced as a type of
medicine to reduce children suffering of intestinal
disorder.
0 Word-of-mouth (wom) spread around by the local,
and become familiar to the community.
0 The product become strongly in market from
Barcelona to many places in Spain.

9. Danone advertisement in Spanish

10. Danone brand on its way!
0 In 1923, Isaac Carasso sent his son Daniel to study in
the E.S.C business school in Marseille, France.
0 Daniel studied bacteriology to gain better
understanding of ferments.
0 Isaac Carasso had advised his son to specialize in
ferments, to innovate quality product in the future.
0 Daniel ended up in the Pasteur Institute in Paris,
France, later. It was where the foundation of dominant
Danone started.

11. Introduced to the French
0 Daniel Carasso launched Danone in Paris in 1929.
0 Same happened to the French, they weren’t any more
familiar with yogurt.
0 Series of marketing strategies occurred such as
quality of its product, packaging and
presentation, and advertising.
0 Daniel penetrated France by highlighting that yogurt
beneficial effects on health.
0 The French accepted a new diet called yogurt with a
brand – Danone!

12. Danone factory in France

13. Obstacles to Miracles!
0 In 1941, Daniel Carasso was forced to leave France by
the German invasion. 
0 He entrusted his close friends to look after and
manage the business in Europe. Danone France to
Norbert Lafont, and Danone Spain to Luis Portabella.
0 Fortunately, upon his moving a year to the United
States, he founded Dannon US!
0 However, he changed the name Danone to Dannon in
the US because to Americanize the sound.

14. Danone in the US known as Dannon US

15. Expanding to a Global Brand!
0 In 1945, Daniel Carasso returned to Europe where he fully
utilized his energy, talent and networking in rebuilding his
French and Spanish businesses.
0 In Europe, Danone business was booming especially
between 1950 and 1966, the growth was spectacular.
0 The wholly-owned and controlled of a family firm was
ended at the beginning of 1967, where Danone interested
to merge with Gervais and later BSN.
0 From its merged with other two leading firms in the
industry, Danone become a multinational and a Global
Brand, which still among the top brand today.

16. References
0 http://www.danone.com/en/press-releases/cp-mai-
2009.html
0 http://www.dannon.com/pages/rt_aboutdannon_onh
eritage.html
0 http://www.ottomanhistorypodcast.com/2011/07/y
ogurt-in-history-ottoman-legacy-with.html