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CONCLUSION
When Danao was created, a lot of similar products were already on this type of market.
That's why, Danao has had to confront a competitive market.
This situation explained Danao's weaknesses.
The lack of R&D explains this position as well.
SOLUTIONS
To extend the range of product:
-Create a kid version for the snack
- Tendancy for ecological products : create a eco-responsible packaging
- Create partnership with the other brand of Danone like "Activia" and make a healthy product in accordance with the "healthy consumption" trend.
-Communicate more for every kind of product
-Recession in market
-Rising cost of raw materials
-Increasing costs
-Increase in labor costs
-Bad economic condition across globe (crisis)
-Food inflation
-Unemployment among consumer
-Need to spend more on promotion and marketing
-Existence of well known and renowned brands in market
-Loyalty of consumer to existing brands which they buy
-competitive market with milk yoghurt and juice : Danao = milk juice
-competitors : Tropicana (40%MS), Andros (20%MS), Sunny Delight (8%MS)
-investments in research and development
-future competition
-future profitability
-Price is higher than other juice
INTRODUCTION
Danao is a fresh drink with milk, produced by Danone as Activia, Danette, Actimel ...
Danao is present in North Africa: represent one of the best market for this kind of milk product. The production is not the same according the country for example: In Morocco, there is a partnership with the ONA and in Saudi Arabia with Alsafi (n°1).
The product is available in 330mL and 1L pack.
-New products and services
-Growth rates and profitability
-Health conscious society would tend to consume milk juice
-Many companies are cutting their spending so they have chance to grow
-Maintenance of quality of the product and good promotion will turn up the people to buy it
-Affordable for all classes of society
-Juice drink market has always been up rising in last 10 years
-experienced business units
-high profitability and revenue
-existing distribution and sales networks
-Unique
-Price (2,29€/L VS 2,48€/L = YOP)
-Healthy and nutritious
-Eight people among ten are satisfied with the taste, brand image, and quality-price ratio.
- promotion on TV