Inhoudstafel 1 Voorwoord 3 Businessmodel 4 Missie 4 Visie 4 Bedrijfskenmerken 4 Het assortiment van de Groep Danone 5 Waarden 6 Identiteit 7 Imago 7 De marketingmix 8 Evian 8 Activia 9 Petit Gervais 10 Actimel 12 Doelgroep 13 Marketingcampagnes 14 Evian 14 Petit Gervais 16 Activia 18 Actimel 19 De benadering van klanten 21 Concurrentieanalyse 21 Nestlé 21 Unilever 22 Friesland Campina 22 Yakult 22 Kraft 22 SWOT-analyse 23 Conclusie 24 Bijlage 25 Rapport
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providing functional food/drinks? We are going to focus on the 4 main out of home channels that distribute functional foods and those are Universities‚ gyms ‚ canteens and cafes. First in the Universities the main competitors of Yakult are Actimel‚ Activia‚ Friesche Vlag‚ FrieslandCampina‚ and also fresh fruit drinks ( orange juice ‚ apple juice) . For the Gym we can find a different type of assortments‚ like Gatorade‚ Powerrade‚ AA high energy drink‚ Aquarius drink‚ and all kind of fresh fruit drinks
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Through the years and different lines of succession‚ Danone continued to grow‚ but never lost its core vision of providing better health to people through their products. When this case was written‚ Danone’s global business focus was on fresh dairy (Activia yogurt)‚ bottled water (Evian)‚ medical nutrition‚ and baby nutrition. Danone viewed the United States as an emerging market for yogurt‚ thus Dannon’s marketing efforts needed to focus on growing U.S. yogurt consumption and expanding the category
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False Advertising: Can you Trust Advertisement? Low fat‚ no fat‚ sugar free‚ high in fiber‚ healthy lifestyle are all hype words used to advertise food products. Individuals have busy hectic lifestyles and want to be able to grab an easy‚ convenient‚ tasty food product. They do not have time or are too lazy to read the nutrition label to see what they are ingesting‚ and to research the claims that companies make about their products. Consumers trust manufacturers to provide truthful information
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GROWING AND CREATING A NEW MARKETThe Irish Dairy Market The Danone Way The origin of yogurt Did you know that yogurt was first sold in pharmacies as an aid to digestion? In 1919‚ the sight of so many children in Barcelona suffering from intestinal disorders surprised the entrepreneur Isaac Carasso.At the time he was very interested in the research of Metchnikoff‚ the 1909 Nobel Prize winner‚ on yogurt lactic acid bacteria. Carasso brought some bacterial ‘cultures’‚ from the Pasteur Institute in
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in the domestic yogurt market. The company has expanded into different segments such as drinks‚ kids‚ light core‚ proactive health‚ indulgent. Dannon leaded the industry in Proactive Health category with 40% of the 1.1 billion coming from there Activia Brand. Over the past couple of years The Dannon Company has seen the US as an emerging market and is looking to capitalize on the new market. With a strong marketing campaign the industry leader looks to make a big push on the
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it stopped children falling ill. It ruled that the promotion was ‘misleading’ and its claim that the drink was ‘scientifically proven to help support your kids’ defences’ was not supported. Danone has subsequently dropped most of its claims that Activia yoghurts and Actimel drinks boost the immune system. It concluded there is no scientific proof that products such as Yakult have any health benefits at all. I think that Probiotics drinks are a con because despite claims from the manufacturers
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Groupe Danone is the world market leader for fresh dairy products‚ and‚ in volume terms‚ a worldwide co-leader in the bottled water market. It is also ranked second in biscuits and cereal products. Main brands include Danone‚ Actimel‚ Activia‚ Danonino and Vitalinea in fresh dairy products‚ Evian‚ Volvic‚ Wahaha and Aqua in bottled waters‚ and LU in biscuits and cereal products. The three leading brands Danone‚ Evian and LU account for around 48% of sales. Up to 1996 Groupe Danone’s growth strategy
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than competitor‚ advertiser creates false‚ deceptive‚ exaggerative‚ excess advertisement. These kinds of advertisement cause consumers to spend more. Moreover‚ it lacks the consumers’ ability to judge the products. For example‚ Dannon’s popular Activia brand yogurt lured consumers into paying more for its purported nutritional benefits. When it was actually pretty much the same as every other kind of yogurt (ABC News). Another example is for Taco Bell’s seasoned beef. When consumers raised questions
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experiments were conducted using Standard operating procedures and culture techniques according to the instructions and recommendations provided by the New England Biolabs inc. I. Bacterial strains and Plasmids Lactobacillus bulgaricus was obtained from Activia® yogurt. The pET28b vector used for the insertion of the LdhA gene was obtained from NEB. II. Growth and Isolation of Genomic
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