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Case
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Reference no. 511-101-1
Subject category: Marketing
Authors: Claire Camille Garcia (PSB - Paris School of Business); Jean-Louis Martinez (PSB - Paris School of Business)
Published in: 2011
Length: 18 pages
Data source: Field research

Abstract

Danone is a French company, whose founders had a vision that enabled them to build over 50 years the firm’s reputation and importance turning the company into one of the world leaders of the agrifood industry. The firm, which has followed for years a diversification strategy, acquiring multiple companies, has recently refocused on four major business units, including dairy products. The eponymous brand has increased its product ranges, trying to maintain the critical and historical positioning of the group: health. However, communicating on this strategic selling point is far more difficult when it comes to their star-product, Danette. On the top of this, it is important to note that the French market of fresh dairy desserts dessert is highly competitive. The spectrum of products in terms of different ranges available, variety of products or of brands is very large. If the famous custard is a major player of the market, it is nowadays highly challenged by the offer of Nestle, sold under the brand La Laitiere. This brand has a less static, obsolete image, and proposes much more variety than Danette.
Location:
Industry:
Size:
MNE
Other setting(s):
2011

About

Abstract

Danone is a French company, whose founders had a vision that enabled them to build over 50 years the firm’s reputation and importance turning the company into one of the world leaders of the agrifood industry. The firm, which has followed for years a diversification strategy, acquiring multiple companies, has recently refocused on four major business units, including dairy products. The eponymous brand has increased its product ranges, trying to maintain the critical and historical positioning of the group: health. However, communicating on this strategic selling point is far more difficult when it comes to their star-product, Danette. On the top of this, it is important to note that the French market of fresh dairy desserts dessert is highly competitive. The spectrum of products in terms of different ranges available, variety of products or of brands is very large. If the famous custard is a major player of the market, it is nowadays highly challenged by the offer of Nestle, sold under the brand La Laitiere. This brand has a less static, obsolete image, and proposes much more variety than Danette.

Settings

Location:
Industry:
Size:
MNE
Other setting(s):
2011

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