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Marketing Plan for Danone Flavored Yoghurt
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Danone is the world’s largest fresh dairy company with a thousand cups of Danone offerings being consumed every second around the world. It operated in India through a joint venture with the Britannia group till 2009. After the split, Danone India was setup as a wholly owned subsidiary of GroupeDanone with the aim of promoting fresh diary and milk products.
The dairy industry benchmark suggests that the packaged yoghurt market in India could be about 60,000 tonnes, while the indigenous market comprising curd sold in loose pouches by local dairies may be about 140,000 tonnes.
The major players in the organized segment include Amul, Nestle and some smaller regional players like Nandini in Karnataka and Milma in Kerala.
Thus, India presents a promising opportunity to Danone especially with it’s differentiated emphasis on quality and freshness. With this in mind, Danone has launched it’s line of yoghurt in the select markets of Mumbai and Pune and is now targeting a market share of 12% in 5 years. This report outlines the marketing strategy decided by
Danone to achieve these targets.
Introduction
Groupe Danone is engaged in the marketing and production of fresh dairy product and beverages. It is headquartered in Paris and is the fifth largest packaged food company in the world with just over 1% shares of global sales – 1786 billion US$ in 2008. In recent years, the company has refocused it’s operation into three core markets – water, fresh dairy products, baby food and medical nutrition.
Danone’s principle product is Yoghurt. It is the world’s leading company in yogurt with 24% value sales in product
http://www.ukessays.com/essays/marketing/marketing-plan-for-danone-flavored-yoghurt-marketing-essay.php
Marketing Plan for Danone Flavored Yoghurt
The free essay below has been submitted to us by a student. The essay is the student's work and is not an example of our expert essay writers' work.
READ MORE
Get an Instant Quote
Danone is the world’s largest fresh dairy company with a thousand cups of Danone offerings being consumed every second around the world. It operated in India through a joint venture with the Britannia group till 2009. After the split, Danone India was setup as a wholly owned subsidiary of GroupeDanone with the aim of promoting fresh diary and milk products.
The dairy industry benchmark suggests that the packaged yoghurt market in India could be about 60,000 tonnes, while the indigenous market comprising curd sold in loose pouches by local dairies may be about 140,000 tonnes.
The major players in the organized segment include Amul, Nestle and some smaller regional players like Nandini in Karnataka and Milma in Kerala.
Thus, India presents a promising opportunity to Danone especially with it’s differentiated emphasis on quality and freshness. With this in mind, Danone has launched it’s line of yoghurt in the select markets of Mumbai and Pune and is now targeting a market share of 12% in 5 years. This report outlines the marketing strategy decided by
Danone to achieve these targets.
Introduction
Groupe Danone is engaged in the marketing and production of fresh dairy product and beverages. It is headquartered in Paris and is the fifth largest packaged food company in the world with just over 1% shares of global sales – 1786 billion US$ in 2008. In recent years, the company has refocused it’s operation into three core markets – water, fresh dairy products, baby food and medical nutrition.
Danone’s principle product is Yoghurt. It is the world’s leading company in yogurt with 24% value sales in product