1 / 15

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.

maylin
Télécharger la présentation

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. 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

More Related