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DANONE

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by

ane lor

on 7 April 2014

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Transcript of DANONE

Recommendations
Swot analysis


Strengths

*Partnership with Grameen

*Good establishment

*Bogra plant

*Economy of scale
Weaknesses

*Bad press of Grameen

*Famous for yoghurt
Threats

*Political and social instability

*Frequent cyclones and floods

*Low purchasing power

*Land O'Lakes: a big US competitor working in partnership with local producers
Opportunities

*Social entrepreneurialism

*Positive population growth

*Few competitors

*Local producers

*Natural ressources
Albus marketing agency
Marketing plan
Strategic marketing
Danone actual situation in Bangladesh
Customer's profile and behavior
Market Positioning
TARGET
Strategic marketing
VALUES
Grameen Danone
yoghurt consumers
Health
Share
Partnership
Grameen Bank
Yoghurt
Market
Original
Distribution
Well
Known
Alcazar Nastasia & Bussetta Anne-Laure Albus founders
"Danone asked us to introduce a new product on one of its market. We've decided to work on the Bengali market because we believe that there is a real potential with a whole population to seduce. It's a challenge that we take up."
Future
Product
AFFORDABLE
NUTRITIVE
R
I
C
E
H
E
A
L
T
H

TRANSPORTABLE
F
U
N

NAME
Sakti Danda
(the energetic bar)
PACKAGING
Soft & recyclable
Marketing mix
Price
yoghurt
= 6 taka rual
= 12 taka urban
(0.07 USD)
bar
= 4 taka rural
= 8 taka urban
(0.05 USD)
real price
estimation
Marketing mix
Place
Same places as the successful yoghurt
Marketing mix
Promotion
Grameen ladies
Retailers
1. Free samples : 500 pieces rural
2. Presentation in schools : urban + rural
3. Participation at trade- shows
4. Advertising in streets/TV/Billboards/Magazines
5. Social Media: Facebook/Twitter/Instagram pages
6. You-tube channel
7. Loved representent
Conclusion
INDIVIDUAL
Budget
Segmentation

Corporate mission
Response to Market Demand
and Customers' Needs
Operational marketing
Product
References
E
N
E
R
G
Y
F
R
U
I
T
Aid
EVERYBODY
"Our mission is to contribute to the development of poor countries and to teach to their population how to be independent and use their resources efficiently "
Chairman and CEO of Danone


"If you give a man a fish you feed him for a day, while if you teach him to fish you feed him for life"
Lao Tzu, the Chinese founder of Taoism, 4th Century BC (Chinese Proverb)
Socio-cultural
Geographic
URBAN CITIES

Demographic
Use situational
Psychographic
RURAL VILLAGES
YOUNG PEOPLE FIRST
ADULTS TOO
SCHOOL
WORK
TEA TIME
BREAKFAST
SNACK
DESSERT
MUSLIM
HALLAL CERTIFICATION
HARD WORKER
YOUNG WORKER
POOR POPULATION
NUTRITION
HEALTHY FOOD
ECONOMIC
DEVELOPMENT
LOCAL RESSOURCES
LOCAL EMPLOYMENT
About Bangladesh
Production
Subcontracted

Manufacturing = 8 cents / bar

Objective : 500 000 sales / month
Promotion
Samples : 0,08*500 = $40

Social networks : cheap

TV adds 1 x 30sec = 12000 Tk

Billboard 30' x 20' = around 16700 Tk / month
Distribution

Grameen ladies (minimum wage 5,300 tk ($68) /month)

Transport

International patent
4300 to 4600 euro ($ 5900 - $ 6400) + renewals
TASTE
M
I
X
A
B
L
E
Marketing strategy adapted to consumption's habits
Neighborhood experiences
Effective supply chain
Reduce costs of purchasing
Insure the availability of products in stores
Target Retailers + wholesalers
Large range and quantity of products
Good services and quality


18-48 years old
housewives
educated
no car
no credit card
2 times / week
female
no home service delivery by stores
low purchasing power
Main stores chains
What is appreciated
hassle-free shopping environment
good quality
freshness
layout in stores
competitives prices
Agora (4 outlets)
Meena Bazar (9)
CENTEL
Fresh N’ Near
PQS (5)
Prince Bazar (2
Nandan (5)
Swapno (70)
BDF (11 in Dhaka)
Capital : Dhaka
Major cities: Dhaka, Chittagong, Rajshahi, Khulna, Barisal
Religion: Islam (90,4%) + Hinduism
Official language: Ourdou
English common law + Islamic law
Poverty: 31,5% of the population
Agriculture : 17,2% of the GDP , 45% of the labour force
Products: rice, jute, tea, wheat, sugarcane, potatoes,
tobacco, pulses, oilseeds, spices, fruit; beef, milk, poultry
We propose you a social and involved product for the Bangladesh market.
Through this product we want to extend the Danone' range of goods in the country.
We think that this is important to follow the innovative way of work of Grameen-Danone to confirm the commitment and to maintain its reputation in Bangladesh.
A nutritive, healthy and cheap cereal bar, produced in Bangladesh with local products is the better way to develop the economic and sanitary system, with a great partner : Danone.

1. BBC, James Melik, July 8, 2009: http://news.bbc.co.uk/2/hi/8100183.stm
2. Grameen Danone website: http://www.danonecommunities.com/project/grameen-danone-foods-ltd
3. Grameen bank website: http://www.grameen-info.org/
4. India microfinance, Abhay N, January 31, 2011: http://indiamicrofinance.com/muhammad-yunus-bail-grameen-danone.html
5. Ifama, case study, Jonathan Rodriguez & Gregory A. Baker, 2012: http://www.ifama.org/files/Grameen_20110053.pdf
6. European Journal of Business and Management, “The Bangladeshi Consumer Behavior and Attitude Toward Superstores”, Mohammad Abul Kashem, 2012: http://www.iiste.org/Journals/index.php/EJBM/article/viewFile/1936/1916
7. Grameen-Danone “Shoki+ advert for TV”: https://www.youtube.com/results?search_query=shokti+ & http://www.wen.co.il/play.php?id=5mYntlhmrHo
8. Lesite.tv : http://www.lesite.tv/videotheque/0805.0013.00-les-dechets-au-bangladesh-comment-recycler
9. CIA Website: https://www.cia.gov/library/publications/the-world-factbook/geos/bg.html
10. COFACE: http://www.coface.com/fr/Etudes-economiques-et-risque-pays/Bangladesh
11. Bloomberg, Arun Devnath Nov 14, 2013 : http://www.bloomberg.com/news/2013-11-13/bangladesh-garment-factories-to-stay-shut-amid-worker-protests.html
12. Global envision, Kimberlee Ables, March 19, 2013 : http://www.globalenvision.org/2013/03/12/commercial-growth-through-development-new-paradigms-food-aid
13. Land O Lakes Website: http://www.landolakesinc.com/default.aspx
14. ATN Bangla Website, 2011 : http://www.atnbangla.tv/index.php?option=com_content&view=article&id=152&Itemid=26








A material
A mascott:
the lion, symbol of
strength & power
"Healthy & tasty, Sakti Danda brings energy for everybody !"
Same concept as the Shokti Doi : Different tastes, different colors
A motto
A logo
High-protein crop
Healthy ingredients: Milk (proteins + calcium), puffed rice (minerals + starch), dried fruits (vitamins + iron), peanuts, moderated crop of sugar
Satiety effect
Nutritious
Development of Danone's societal engagement e.g. by distributing children's educational books in schools
"World change starts with educated children."
"You've liked the Shokti Doi, you will love this delicious energetic cereal bar! "
Full transcript