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Délice Danone: Yogurt

What is Délice Danone?

  • leader of the Tunisian dairy market
  • Founded in 1978 by Mohamed Meddeb
  • Menzel Bouzelfa 8020 Soliman, Nabeul, Tunisia
  • Yogurt/ soft drinks/ Cheese products.

Main objective: Grow as a leader while working for consumer's health and well being.

SWOT ANALYSIS

International Marketing Mix:

  • Fresh products

  • Délice Danone is the unique distributor that is able to supply to all the supermarkets where the final consumer will buy the product.

How does the company create and capture customer value?

$1.25

Wednesday,May 18, 2016

Vol XCIII, No. 311

Why Délice Danone?

Conclusion

environments

I- Customer's values

II-Customer's insights

III- internal & external

I- Why délice danone

II- why yogurt

Délice Danone:

Outline

  • Well known company
  • Leader of dairy market
  • Diversity of products
  • Diversity of Target customers
  • Good marketing strategy

Made by

Lina khedimi

Mariem Sghaier

Mohammed Warda

Sada Ghabri

why a leader ?

Délice Danone has never stopped working on bringing to its customers:

Better products

More varied flavors

Much healthier pleasures.

Why Délice Danone Yogurt ?

  • An up-to-date product
  • Variety of choices
  • Diversification of ads

Products

Distribution strategy:

Customer Value = Benefits - Costs

  • Product offerings

Products

  • Unique
  • Innovation

1) Pleasure

  • Good quality

2) Highly available

Place (Distribution)

3) Habitation

4) Best Quality/Cost relationship (health/ fair cost)

Price

Pricing strategy:

Promotion strategies:

5) Best Cost

6) Openness

- Stimulating sells

Promotion

- Having non-consumers tasting the product.

Taking into account both the cost per unit of the product and the price that consumers would be willing to pay.

=> The price will suit the market. other factors :

- The legal framework

- The company’s objectives

- The competitors

- The market itself.

7) Family joy

Main objectives:

Délice Danone advertising style has a huge impact in the market:

- Offering discount tickets, refunds, presents.

8) Encouraging sports

- TV ads shown all day long.

-Online ads

-Entertainment Activities.

Strengths:

Brand loyalty of Délice Danone disposes of an excellent background along with the consumer’s product perception leading demand to be inelastic.

Therefore Délice Danone Guarantees its sales stability.

How Does The company Manage Its Market Information To gain Customer Insights ?

Délice Danone

  • market research : survey (product /concurrences)

Threats

Weaknesses

Délice Danone offers quality products with high prices while competitors offer lower prices for the same type of products.

This means that the consumer should be,therefore, receiving a big added value when deciding to buy a Délice Danone product.

  • Customers questionnaires ( feed-backs)

Délice Danone depends basically on daily products. We consider that if the company really wants to keep growing and becoming one of the multinational leaders, it should diversify its income sources.

  • Products follow-up
  • Tasting-Stands

Opportunities

Activia has a strong presence in the healthy yogurt market.

Its 56% share gives Délice Danone the opportunity to invest in R&D and use it to launch new healthy products in the market and sell them to the same consumers.

How Does the Company Understand and Respond To Its Marketing Environment ?

Macro environment

Micro environment

Demographic environment

• Marketing Intermediates

• Company’s Departments

Conclusion:

Economic and Political environment

• Competitors

• Suppliers

• Customers

• publics

Natural resources

The market for yoghurt is constantly growing and offers a huge range of opportunities for creating new products adapted to consumer’s swinging tastes.

As a prove of Délice Danone’s great philosophy, the group has been ranked in 2005 number one as the best company to work for.

Délice Danone’s perfectly structured organization is an example for all those multinational companies which would like to enter the market with such a big success as Délice Danone.

Technological environment

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