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Product

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by

Albina Abdulina

on 26 November 2014

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Transcript of Product

Danone history
Danone Products
Started in Barcelona in 1919
"Each person has the right to eat healthy and that it should not be a lux"
7 products in brand portfolio
Set up of modern plant in Boucherville, Canada
Provider of tasty and healthy food
Headquarter in Paris
Consumer Profile
Manager's insights
Consumer's insights
Oikos
On-the-go
Foodies
"Find it myself"
30 - 35
GenY
Danone Marketing Approach
Greek yoghurt
- Low fat
- High on protein
- Creamy
2) Moments of truth
3) Enter by need
1) Consumer VS Shopper
40 % of Canadian market*
15 different tastes
20-25 years - still Gen-Y
3 and 1
All in the same life cycle
Demographics
Travel
Meeting new people
Aware of trends but independent
Family
Psychographics
Comparison
Oikos?
Health contributions
Low involvement buy
Breakfast, snack
Traditionality?
PRICE
In common:
- On the go
- Foodies
- Independent
- Exploring
- Family important

Differences:
- Age
- Income
Recommendations
Recommendations
Are people of age 30-35 Gen-Y or Gen-X? (More pessimistic about their future, concerned with financial situation)
Danone Marketing Approach
- Potential to expand Oikos into larger packages
- Example: Sweden
Examples of common 1L packages in Sweden
*Source: http://www.dairyreporter.com/Manufacturers/Danone-Canada-to-expand-Oikos-Greek-yogurt-capacity
Recommendations
Source: Statistics Canada, CANSIM, table 051-0001.
Is Danone missing market opportunity?
Thank you for your attention!
Full transcript