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

Even though Danone markets and sell various dairy products, yoghurt is one of the major selling product for them. They sell yogurt in the name of Actimel in Europe and Danone South America and United states.

Since Danone knew that human behaviour differ from one to one and taste also change from one person to another they identified different segments in the yoghurt market based on the Deography. They are,

Diversity of needs

Based on human wants

Health Benefit

Low calorie snack

Fruity or creamy taste

High low level of sweetner

Flavourings

Each segment really signifies the segments they have identified. Each person needs and wants are different. There are many people who are health oriented and there are many other who like youghurt’s which are very sweet by taste. Hence it was very important for Danone to produce the products which will attract customers of all segments. Also there are many people who does not like to eat instead they like to sip it. Few did not like bigger in sizes. Hence Danone came up with 2 concept

They started packing the yogurts in different size who wants the sizes in portable packs

They started preparing smoothies and dairy yoghurt drink which will meet the expectation of people who wants to sip.

Also Danone expnded the market in china and UK by tie up with the local country major brand who markets and sell the daily products.

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