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:
- 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
Products
Place (Distribution)
4) Best Quality/Cost relationship (health/ fair cost)
Price
Pricing strategy:
Promotion strategies:
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.
Main objectives:
Délice Danone advertising style has a huge impact in the market:
- Offering discount tickets, refunds, presents.
- TV ads shown all day long.
-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.
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