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DANONE
Denisa Radulescu
Alexandra Chirita
Since 1919
History
40 years of a unique trajectory
Strategy
Founding of DANONE
Danone was founded by Isaac Carasso in Barcelona in 1919.
Until 2005, Danone had nine business lines and sold beer, sweets, and sauces, among other products. Nowadays, it focuses only on four business lines.
In 1994 Antoine Riboud shortened BSN-Gervais Danone’s name to Danone.
With the new name came a new logo: a child gazing up at a star. It symbolizes our ambition to reach ever higher and further.
Ten years later, Daniel, his son, rolled out the brand in France.
During the German occupation of France in World War II, Daniel emigrated
1997
1972
2012
to the United States, where he founded Dannon in 1942.
2001
1994
1919
In 1972 Danone merged with BSN-Gervais, number one company in mineral water, beer and infant food.
In 1996 Franck Riboud succeeded his father, Antoine as CEO and continued to pursue its focus on three product groups
(dairy, beverages, and cereals) and divested itself of several activities which had become non-core.
In 1986 acquired European biscuit manufacturer Général Biscuit, owners of the LU brand.
In less than 20 years from its merger, Danone Group expanded in Eastern Europe Asia and Latin America.
Mission & Vission
Vission
Mission
- Expand its global presence
- Develop healthy products
- Tailor products in accordance with local markets
- Promote and teach the fundamentals of good nutrition
- Ease the access of individuals to healthy products
- Use recycled materials for packaging
“We are a global alimentation company promoting good health as a state of well-being for both mind and body”
“Bringing health through food to as many people as possible”
Financial Statements
Income Statement
Balance Sheet
OUR 4 BUSINESS LINES
Competitors
SWOT Analysis
MEDICAL NUTRITION
FRESH DAIRY PRODUCTS
"Maintaining quality of life"
"A mission: one yogurt a day"
- Globally recognized brand
- Strong R&D and innovation
- World leader in dairy products and water, number two in infant food division
- Wide range of products
- Quality products
O
S
- Acquisitions and mergers
- Product line extension
- Increase market share in developing countries
- New products and recipes
- Cheap labor force in China
- Fast expansion of worldwide trade
- number 1 in the world
- + 47.ooo employees
- produced 6,5 million tons in 2013, 11,1 billion Euro of the total sales of Danone
- +3,2% growth 2013
- number 1 in Europe
- + 6,000 employees
- produced 164 million liters in 2013
- 1,3 billion euro from Danone’s sales
- +5,8% growth in 2013.
The Group’s competitors in its respective business lines include:
- large multinational food and beverage corporations such as Nestlé, PepsiCo, Coca-Cola, Unilever
- large corporations in the medical nutrition and baby nutrition segments such as Abbott, Mead-Johnson, Fresenius.
- smaller companies specializing in certain product lines or markets
- retail chains offering generic or private label products
EARLY LIFE NUTRITION
WATERS
"Drink more water – the only beverage your body really needs"
"Babies are not little adults"
- Increase in cost of raw materials
- Entry barriers in new markets
- Lower prices from competitors
- Differences between Eastern and Western societies
- number 2 (volume terms)
- + 37,000 employees
- in 2013 produced 23,5 bn liters
- 3,9 bs euro from the total Danone sales
- +11,2% growth 2013.
- number 2 in the world
- + 12,000 employees
- produced 700,000 tons in 2013
- + 3,6% growth 2013
- Presence of many players means high brand switching
- Rumors about toxic substances in their products
- Higher prices
- Competition from bigger players in each segment means limited market share
- The aging employee population
- Fatal and serious accidents