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Marketing and Baby Food

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Marketing and Baby Food
STRATEGIC MARKETING (SMKT)
INDIVIDUAL ASSIGNMENT Analysis of the strategic marketing principles Case of : DANONE

SUBMITTED BY:
BUSARI INTISOR KEHINDE
ID NUMBER: L0410PKPK0212 I -PRSENTATION OF THE DANONE GROUP DANONE is a key player in the global food industry. It is the biggest manufacturer of fresh dairy products, the number 2 in producing baby food products as well as the leading producer of bottled water. Some products are known as group leaders on national and international markets such as DANONE leading brand of fresh dairy products, Evian first worldwide brand of bottle water.
The domination of the group in the food industry is well proven, fresh dairy products, bottled water, medical and child nutrition, enabled him to be famous in Republic of Benin(west Africa).the market of food in Benin is very competitive . By innovating and developing its products, DANONE has won customers who are becoming increasingly demanding. On the other hand the globalization of the 80 marked the success of the company in Europe and Africa. The UK market is a remarkable example in terms of dynamism: the fresh dairy products division conducted a double-digit growth, allowing it to reach 16.3% market share.
The brand was also able to export its products worldwide in many continents like Africa and Europe.

A- CATEGORIES OF DANONE PRODUCTS DANONE’s activities are divided into 4 groups : • Fresh dairy products: the main brands of fresh dairy products are: Actimel, Activia, Danonino.

• Bottled water: the main brand are Evian, Volvic, Aqua.

•Baby Food: Bledina is DANONE number 1 brand in baby food. BLEDINA is also the French leader in baby s nutrition.

• Mediical Nutrition: this category of product fights against malnutrition. it aims at combating some types of ailment ,and
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