CASE STUDY (20 Marks) DANONE MEANS DAIRY AND MORIE Although yoghurt, water and b

Question

CASE STUDY (20 Marks) DANONE MEANS DAIRY AND MORIE Although yoghurt, water and biscuits are entirely different products, Danone competes effectively in all three categories. The French company is the world's largest maker of yoghurt products; its brands include Actimel in Europe, Danone in South America and Danone in the United States. In addition to dairy products, the company markets bottled water (under Evian and other brands) and biscuits (under Jacob's and other brands). Clearly Danone's marketers cannot target every customer in every market, so they study the needs that drive consumer behavior and reach out to targeted segments through differentiated marketing.

Explanation / Answer

1.

Marketing future Cola, role of positioning.

Danone is not a traditional Cola brand but they used the customer perception that they prefer local brands and are very much oriented towards products which are of Chinese origin, so using this need and perception Danone marketers planned the positioning of the future cola.

As the Chinese are very much patriotic and biased towards their own product, they labelled the product as Chinese people’s own cola, this position in the market made the consumers feel the product is for them, they could relate to it. Each and every consumer felt the product is for them and so the connect with the customer perception to position it was very effective and the sales figure went up and so the product became a success.

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