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.
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Product – Yogurt
Wang Xiao nan
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
Fresh Dairy Product --- Yogurt
Yogurt seems to be paid more and more attention
The most relevant Strategic Capabilities – a resource audit of Danone Yogurt UK
The Strategic SWOT analysis – identifying the alternatives for future success
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
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
Targeting strategy: Differentiated Targeting
Positioning: Developing the image of our product in consumer’s mind
Nutrition info of main competitors
Offering nutrimental Lifestyle
Developing energetic kids
We worth it !
Brand Reputation-Price Axes
Continuously questions the basic direction of the strategy