The Danone group

Résumé du document

Danone is a French food company founded in 1973, formerly BSN Gervais Danone. The company became a major international player in the production and marketing of fresh dairy products, packaged water, child nutrition and medical nutrition. The name comes from a merger between the group Boussois – Souchon – Neuvesel a glass manufacturer and Danone a food company who gave BSN Gervais Danone.

After the years the company will focus on the healthy food, and in 2007 they sell the brand LU and the company acquire Numico, Dutch company number 2 of global cereal biscuits and cookies. The actual CEO is Franck RIBOUD and the mission of the company is “to bring health thought food to as many”. In 1986, Danone has one global project, to be focused on the need to invite employees to participate in changes and major decisions every day and globalization. The company strives to expand its human and social policy in different countries in which it operates.

Extraits

[...] The women try and put the yogurt on their skin. She was thinking that the yogurt was a crème for the skin. But not, after we see the other women laughing and eat the yogurt. With this advertise Yoplait want to tell that the yogurt is good for your skin. That why “Perle de Lait” is a competitor of Essensis but not on the functional food market. Collaborators In france and all over the world the suppliers of Danone are the channel distributors as: Carrefour, Leclerc, Cora, Delhaize and Walmart. [...]

[...] The yogurt was announced like a reference in the world. The functional food comes from the Asian market, and Asians are very fond of this type of food. But Asian aren't French, they don't have the same values, the same believes This paper examines the decision made by Danone to launch the product and also the strategies put in place in order to develop the product on the market. For first we will see a little Company overview with a presentation of the product and the targets. [...]

[...] So, Danone had to take care with Essensis. Customers In 2004 the French government launch a new program with a huge advertising campaign named “Manger, Bouger” (in English it will be and based on nutritional values. The program is based on simple things you have to eat 5 fruits and vegetable a day to be healthier. With this program the French will take care at what they eat and when. We have an apparition of a new movement: to take responsibility of your health with what you eat everyday. [...]

[...] They want to feel the customer exclusive. The promotions are clearly focused on the target, they advertise in cosmetic range and not on the yogurt place. There is a very high price, for 4 yogurts, it's a high price in the yogurt range. Impact on the Marketing Mix Product: This is a yogurt with the characteristic of the functional food, not like the same yogurt. Price: The product must have a high price synonym of quality and something with value added. [...]

[...] In 2010, the priority for Danone is the growth. In an economic crisis context the group make good results because of a good strategy. The group is well positioned on 4 different trades. As say Franck RIBOUD, CEO of the Danone group brands are strong, supported by an R&D rigorous and effective communication, and our products are made with extreme care, an incredible attention paid to the superior taste and nutritional composition, and our geographic presence allows us to benefit from the growth dynamics where they are.” 1 With this interview of Arnaud RIBOUD we see how the Danone Group in confident in the market, and also the sector and give us a global idea of the group DANONE (2010). [...]