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 eliminated the Diet Foods Segment because:

1. As time changed people perception toward diet changed. They needed healthy food rather than foods those which lack certain material (calorie)

2. There were some strong competitors in the market in which Shape was playing. Danone thought of adopting the Blue Ocean Strategy.

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