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

Danone is using the needs and perceptions of the cusotmers to define a clear positioning. They define their poitioning in avery unique way which is very relatable to the customers.

And there positioning is always based on a very strong perception and in case there is a change in perception the marketing team builds in really well to build new perceptions which are again relatable. They always choose more variety, and offer more options to the customers and all of it are based on customer study.

As the connect is better and the positioning is unique customers always find Danone differentiated and interesting. There association is based on the need and a strong perception, hence the positioning is differentiated and benefitial for the brand.

Related Questions

Navigate

• Browse (All)
• Browse C
• Subjects

---

---

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.