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Dean Foods is located in Dallas, Taxes. It is a largest processor and direct-to-store distributor of fluid milk. There are more than 50 local and regional diary brands to serve the customers. The products include frozen and canned foods, dairy products and condiments. Some of the brands have been around more than 100 years, serving as the cornerstone in their community for providing wholesome, great-tasting dairy products.
At Dean Foods Procurement, our goal is to procure safe, high-quality goods and services needed to run our businesses competitively. We expect extraordinary integrity, pricing, service, support, innovation and continuous improvement from our selected suppliers.
Pure and simple, Dean Foods ensure Mother Nature's most perfect food finds a place in every home. The Company's primary objective is to maximize long-term stockholder value, while adhering to the laws of the jurisdictions in which it operates and at all times observing the highest ethical standards.
When consumers reach into their local dairy cases, they're looking for more than just a gallon of milk. They expect a fresh, safe and absolutely delicious product.
Since its inception, Dean Foods has been building consumer confidence with a wide variety of local and regional dairy case brands that include milk, creamers, ice cream and cultured dairy products.
Leading producer and marketer of dairy foods and other special foods.In the future, Dean Foods will rely primarily on third party distribution and transportation companies to replace the services provided by DFC Transportation Some DFC Transportation employees maybe transferred to positions in other Dean Foods business units
Dean Foods' products are cheaper than their competitor.
Dean Foods uses E-commerce to explore their market through the Internet, television and advertisement. A good way to improve sales as more people love to stay on the internet. Dean Foods builds up digital customer relationship to connect with customer's interest.
Curiosity's storytelling creative philosophy helps brands connect with consumers across traditional, interactive, social and direct channels.
Rivalry Among
Existing Firms
1. Customer's satisfaction improve
2. Improving product quality
Selected Area: Customer satisfaction
Problem Definition: How to improve the customers' satisfaction?
Exploratory Research Design: We can choose some customers and do some depth interview. Also, we can do some case analysis.
Quantitative Research Design: We can do internet survey and mail survey to find customers' satisfaction rating toward the company.
Motivation
Perception
Key product: Country Fresh
We need make our product package attractive, then we should ensure the product quality. We can add vitamin, protein, fibers
and nutrition in the milk.
Creating the personal relationship by enhancing trust, providing better customer service, increasing communication and feedback, developing a personal relationship that provides on emotional connection.
Dean Foods satisfaction scores: 7/10
Building long-term relationship with customers, providing rewards to customers and offering discount to loyal customers. Also we should train service workers, provide good service to our customers to meet customers expectation.
young moms who buy milk for their little kids, who need protein, vitamin, and fiber to ensure health but don't like to eat food
Psychographic and lifestyle
young moms for age between 21~35. They are busy, have no enough time to make variety food for their kids who need nutrition
We decided to concentrated in young moms who have little kids and those kids need vitamin, protein and fibers to grow up and ensure enough nutrition. We can use cute package to attract little kids and give gifts to reward our customers. And ensure the good quality of our milk.
Brand Strategy
Dean Foods brand are stronger than competitors. Branding is very important to Dean Foods. Dean Foods has more than 50 local and regional dairy brands. The company uses individual brand strategies that each major product or line has a unique brand name. Brand send strong signals about what a company represent.
Dean Foods build its brand equity through gaining brand awareness, brand loyalty, perceived brand quality, brand association and competitive advantage. Dean Foods increase advertising channels to let moe people know their brand. The increase of perceived brand quality also increase brand loyalty. Dean Foods reduce the delivery time, increase product quality, hold sales promotions to meet customer satisfactions.
Almost Pure Goods: Almond Milk, Milk, Cream, Butter, Ice cream
Goods with Service: delivery products to grocery stores
Marketing Strategy
Search Qualities
Most of Dean Foods products are pure products such as milk, eggs and ice-cream. Therefore, we should use search qualities.
Experience Qualities
Dean Foods also has the delivery service. Therefore we should also use the experience qualities.
Dean Foods is a leading food and beverage company since the food and beverage products are all existing products, and existing segment. Dean Foods should maintain, expand or harvest current products. In this way, Dean Foods should imply core product focus.
Dean Foods products package add a receipts section to help consumer better use the products.
Dean Foods dairy product that add more nutrition or proteins or more favor choices that require or permit consumers to alter some aspect of their behavior.
Dean Foods' primary integrated marketing communication is to create demand for products. The advertising channels, sales, promotions are all for create demand for products, let more consumer know the products and create consumers' desire to buy.
Dean Foods use many media channel to identify integrated marketing communication campaign. Dean Foods use advertising, sales promotion, personal selling, private relationship and sponsorship to reach consumers with a powerful effect in the market. Dean Foods use delivery truck to advertising their sales promotion. They have huge advertisement on their delivery truck.
It also involve in service salesperson. Dean foods sells its delivery services to grocery stores.
A healthy environment that builds on diversity and unique strengths of each employee. Led by the Dean Foods Guiding principles, we reward teamwork and collaboration, and strive for personal excellence and integrity.
Differentiation and price competition influence our organization a lot. We have many competitors and customers are tend to buy lower price product.
We have deep product lines and competitive products. We attract our customer by our product quality and value instead of price. Customers pay more attention on value than price, and then use promotion to attract more customers.
Dean Foods strive primary for product leadership. Since our company are mainly produce products. Therefore, product leadership is very important. And we have deep product lines, and did lots of studies to improve our product quality.
Consumers have needs for organic dairy food.
Dean Foods have many sales promotion events, such as buy 5 dean foods products at the same time, get 5% off. Buy 3 country fresh milk and the consumer could get the coupon.
Advertising is used in our organization. There are many advertising channels that Dean Foods use such as TV commercial, mobile commercial, E-mail commercial, sponsorship commercial and outdoor advertisments.
Public relation involves sponsorship and events. Our company support the feeding America and sponsor their activities to promote products.
Problem Definition
Exploratory Research
Design
Quantitative Research
Design
Dean Foods uses both direct sales and missionary sales. Dean Foods uses field selling and inside sales to sell their products to different grocery stores. And they also use missionary sales, such as sales promotion to sale their products to customers.
On Dean Foods website, under the brand category, there are recipes and detail integrands in list. And also have APP available.
If the customer’s satisfaction has been improved, coming back customer will increase and improve on company’s revenue, which called customer’s loyalty.
Perceived Quality
Dean Foods spend more to ensure faster delivery, fresh quality to meet the customers' satisfaction.
The faster delivery will ensure the freshness of the products, Also the company can choose suppliers that have high quality doing products In addition the best way for the company are advanced machine and hire skilled workers.
Brand Association
Dean Foods support feeding American, the nation's leading domestic hunger-relies charity. This action evokes positive attitudes and feelings in consumer's mind.
Potential Entrants
Dean Foods competitor Horizon Dairy sell eggs, Kirkland sells soymilk, Meijer carry breads, Silk sell soymilk, these companies are all Dean Foods competitors, but they entered new market and sells some products that not sell in Dean Foods
Top Dean Foods supplier: AG power partner,
TLC, Now AA, DFA and Dairy Farm
Treat of new entrants
Suppliers
Intermediaries & Buyers
Bargaining power of
suppliers
Bargaining power of buyers
Current and potential customers: customers have dairy requirements, customers who want fresh, nourishing and quality products
Price: much lower than its competitors
Distribution: fluid milk, ice cream, cultured products, juices, teas, bottled water
Household, customers who have dairy requirement
Substitutes
Horizon’s dairy products, Meijer dairy products, Silk’s dairy product Kirkland dairy products.
Treat of substitute products
or services