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Marketing Plan: Danone Freeze
Transcript of Marketing Plan: Danone Freeze
Consumer Segmentation and Target Market
New Product: Danone "Freeze"
Nutritionally enhanced frozen yogurt bars
Foreign Entry Potential
What need do we satisfy?
Why choose Danone Freeze?
How will we position ourselves?
High nutritional value
Danone Canada Inc.
Division of French multinational Groupe Danone
Based in Boucherville, QC
35% share of Canadian yogurt market in 2012
Popular, well-known supplement
"Safe" flavour choice - appeals to broad range of tastes
Post-workout snack to build muscle mass
Higher vitamin C content than an orange
L-theanine - green tea derivative
"Primes" cells to learn/memorize certain immune function
Acai Berry Blend
Added Beta-carotene, Vitamin A, Vitamin E
Fight free radicals
Reduce harmful cell-damage from occuring within the body
Why Frozen Yogurt?
Increasingly health conscious population = more demand for low-cal, low-sugar alternatives to traditional ice cream
All Other Frozen Desserts
High quality organic ingredients
Substantial, balanced snack to get you between meals
Health/body conscious consumers can feel good about this sweet treat
Guilt and self-resentment FREE
Ice Cream - Bad for you
Other Frozen Yogurt - Neutral
Danone Freeze - Beneficial
Organic Fruit Products
Toronto - Montreal - Vancouver
Sell to retailers through intermediary wholesaler
Sell and ship directly to large chains with large enough order quantities
Hybrid: Zero- and One-Channel Distribution
To be aired in target cities
Featuring a celebrity athlete
Tie in to 2016 Olympic Games
Campus Ambassador Program
Short Television Commercial
Start with metropolitan campuses
Endorse our brand and encourage purchases
Campus promotional event (ie: party)
**Fairly young population, large portion in target age range**
60.2 Brazilians are between ages of 16-54
Large & Growing Population
Establish Recipe and Packaging Materials
Contact suppliers, distribution centers, celebrity commercial candidate
Release university ambassador applications; Start commercial production
Close ambassador applications
Select ambassadors and begin campus campaign
Soft launch in 3 major Canadian cities
Finish commercial production
Hard launch coordinated with Olympics (commercial aired)
Ongoing university presence; grocery store BOGO promotions
To be given out on campus by campus ambassadors
Samples tent on universities and for 2016 Olympics
Buy 1 get 1 half-off initial promotion coupons
Samples and Coupons
Pricing strategy closely resembles
Buy one, get one half-off coupons
Danone’s current profit margins:
GPM = 50.1%
NPM = 8.5%
Projected sales in Canadian target market in year 1: $3,708,807
89,851,250 units need to be sold to break-even
Domestic and foreign markets combined
Expect to break-even in about 3.34 years