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Group Danone Product – Yogurt UK Market. Harsh Ruia Lin Qi Mathis Cohen Qian Cheng Wang Xiao nan Yang Yang. Why do we choose yogurt?. Google Trend. Yogurt. Global. United Kingdom. Yogurt seems to be paid more and more attention.

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Presentation Transcript
slide1

Group Danone

Product – Yogurt

UK Market

Harsh Ruia

Lin Qi

Mathis Cohen

Qian Cheng

Wang Xiao nan

Yang Yang

slide2

Why do we choose yogurt?

  • Google Trend

Yogurt

Global

United Kingdom

Yogurt seems to be paid more and more attention

slide3

The food companies competition in global market and UK

Group Danone is in the 7th place in global food companies, and the Danone yogurt (Activia)

has second largest market share in UK.

24.33

23.95

4.98

2.87

2.76

1.83

1.68

1.45

1.39

0.92

14.23

18.27

Rank of food companies In global market

(by Oxfam)

Top 10 Yogurt Companies in UK

slide5

The internal environment– The strength and weakness

  • Making assessment in order to develop a realistic and achievable strategy for Danone yogurt in UK
slide6

The Strategic SWOT analysis – Achievable goals or objectives to be set

  • Informing later steps in planning to achieve the objective
slide7

??? Consultants

  • 3. The Strategic SWOT analysis – identifying the alternatives for future success
slide8

Strategy choice: Product development strategy

  • Product development : Launch a yogurt designed for kid
    • Low cost of development as the product already exist in the Danone portfolio in other country.
    • A very strong brand image in the children market on sport and healthy food (DanoneWorld cup for kid, in 2013 in Wembley London).
    • Less intensive competition in comparison with that of adult market.
    • National awareness on the importance of a vary alimentation for children as a method to struggle against obesity.
    • Good understanding of the importance of Calcium and vitamine D for growth of kids.
    • A very good way to educate children and their mother on the important of Yoghurt in the healthy diet
  • Focus on the importance of nutrition (e.g calcium) for kids.
slide9

Segmentation: How to segmenting a kid market? – Yogurt for kid 1/2

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

slide10

Segmentation: How to segmenting a kid market? – Yogurt for kid 2/2

The solution : family behavior (with a focus on mother) !

Cluster 1: lack 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: live healthily

Cluster 5: strong parenting skills but need to make changes

Cluster 6: plenty of exercise but too many bad foods

slide11

??? 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

slide12

‘Differentiated’ Targeting: Focus on the most promising segments!

Targeting strategy: Differentiated Targeting

52%

Potential consumer

slide13

Positioning: Developing the image of our product in consumer’s mind

Nutrition information of our main competitors

slide14

Positioning: Developing the image of our product in consumer’s mind

Nutrition-Age Axes – Where are our competitors and Where do we want to be

Focusing on kids from 5-10

Offering nutrimental Lifestyle

Developing energetic kids

Nutrition

Age

0-5yrs

5-10yrs

slide15

Positioning: Developing the image of our product in consumer’s mind

Nutrition-Price Axes – Where are our competitors and Where do we want to be

Nutrition

Healthy

Positive

Optimistic

We worth it !

Price

slide16

Short-term objectives

SMARTT

Long term and Short term objectives for our strategy

Achieved through product development and segmentation as the quality leader by targeting 1. Kids 2. Mothers

slide17

Marketing Mix: What does our product offer

Product – Price – Place – Promotion

slide18

Implementation Control: Assessment of the overall strategy

Continuously questions the basic direction of the strategy

slide20

Danone: History of the group

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

slide21

Danone : some information over the range of brands

Fresh Dairy Product --- Yogurt

Water

Baby Nutrition