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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

THREATS

WEAKNESSES

-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

OPPORTUNITIES

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

STRENGHTS

-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

Danao Yoghurt Drink

Denormandie Agathe

Drome Nina

Debout Anael

Derouck Quentin

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