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Danone Yoghurt UK. ??? Consultants . 2. Capturing Marketing Insights – the internal environment. The most relevant Strategic Capabilities – a resource audit of Danone Yogurt UK . ??? Consultants . 3. The Strategic SWOT analysis – identifying the alternatives for future success.

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Danone Yoghurt UK


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    1. Danone Yoghurt UK

    2. ??? Consultants • 2. Capturing Marketing Insights – the internal environment The most relevant Strategic Capabilities – a resource audit of Danone Yogurt UK

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

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

    5. ??? Consultants • 4. Strategic choose Strategychoice: Product development and penetrationstrategy • Product development : Launch a yoghurt specialy 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

    6. ??? Consultants 3. Segmentation: How segmentating a kid market ? - Yoghurt for kid 1/3 Kid marketcansometimedifficult to segment 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 Sources: Office for National Statistics, National Records of Scotland and Northern Ireland Statistics and Research Agency

    7. ??? Consultants • 3. Segmentation: How segmentating a kid market ? - Yoghurt for kid 2/3 The solution : the 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 Sources: Source: TNS Childhood Obesity Consumer Segmentation Research

    8. ??? 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

    9. ??? Consultants 4. ‘Differentiated’ Targeting: Focus on the most promising segments! Cluster 1 A targetingstrategy: Differentiated Marketing Mix 1 Cluster 2 Marketing Mix 2 Marketing Mix 4 Marketing Mix 4 Cluster 5 Marketing Mix 3 Cluster 3 Cluster 4 Marketing Mix 5 76% of potential customers Cluster 6 Kids Yoghurt

    10. ??? Consultants 4. ‘Differentiated’ Targeting: Focus on the most promising segments! A targetingstrategy: Differentiated

    11. ??? Consultants 5. Defining the Marketing Mix – the 7Ps for achieving success