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Danone Yoghurt UK. ??? Consultants 2. Capturing Marketing Insights – the internal environment 2 The most relevant Strategic Capabilities – a resource.

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Presentation on theme: "Danone Yoghurt UK. ??? Consultants 2. Capturing Marketing Insights – the internal environment 2 The most relevant Strategic Capabilities – a resource."— Presentation transcript:

1 Danone Yoghurt UK

2 ??? Consultants 2. Capturing Marketing Insights – the internal environment 2 The most relevant Strategic Capabilities – a resource audit of Danone Yogurt UK

3 ??? Consultants 3 3. The Strategic SWOT analysis – identifying the alternatives for future success

4 ??? Consultants 4 3. The Strategic SWOT analysis – identifying the alternatives for future success

5 ??? Consultants 5 4. Strategic choose Strategy choice : Product development and penetration strategy Product development : Launch a yoghurt specialy design for kid Low cost of development as the product already exist in the Danone portfolio in other country National awareness on the importance of a vary alimentation for children as a mean to struggle against obesity Good understanding of the population of the importance of Calcium and vitamine D to help the growth A very good way to educate people to yoghurt (parents, habit in the childhood) Focus on the importance of calcium for kids during growth and the healthy food Use the very strong brand image in the children market(Danone World cup for kid, in 2013 in Wembley London) Small number of competitor on the segment only two in comparison of the adult market

6 ??? Consultants 6 3. Segmentation: How segmentating a kid market ? - Yoghurt for kid 1/3 Kid market can sometime difficult to segment Sources: Office for National Statistics, National Records of Scotland and Northern Ireland Statistics and Research Agency % boys% girls 5 to 10 years to 15 years The percentage of children who did sport in the last 4 weeks, by age and sex, 2010/1 The percentage of children who need calcium and vitamin D to grow % boys% girls 5 to 10 years to 15 years100

7 ??? Consultants 7 3. Segmentation: How segmentating a kid market ? - Yoghurt for kid 2/3 The solution : the family behavior (with a focus on mother) ! Sources: Source: TNS Childhood Obesity Consumer Segmentation Research Cluster 1: lacking time, money and knowledge Cluster 2: lack the knowledge and parenting skills to improve their familys lifestyle Cluster 3: affluent, overweight families who over- indulge in unhealthy foods Cluster 4: living healthily Cluster 5: strong parenting skills but need to make changes Cluster 6: plenty of exercise but too many bad foods

8 ??? Consultants 8 4. Segmentation: How segmentating a kid market ? - Yoghurt for kid 3/3 More details on our main cluster. Sources: Source: TNS Childhood Obesity Consumer Segmentation Research Custer 4Custer 5Custer 6 Family dietStrong interest in healthy diet. Strong parental control but diet rich in energy- dense foods and portion size an issue. Eating motivated by taste, diet includes both healthy and unhealthy foods. Physical ActivityFamily active although believe children not confident doing exercise. Know they need to do more: time, money, self- confidence seen as barriers Activity levels are high Social classABC1C2 Intent of changeLow intent to change but already leading a healthy lifestyle. Low intent on diet but significant intent to change on physical activity. Highest among the clusters for both diet and physical activity.

9 ??? Consultants 9 4. Differentiated Targeting:Focus on the most promising segments! A targeting strategy: Differentiated Cluster 1 Cluster 2 Cluster 5 Marketing Mix 1 Marketing Mix 2 Marketing Mix 4 Cluster 6 Marketing Mix 4 Kids Yoghurt Cluster 4 Cluster 3 Marketing Mix 5 Marketing Mix 3 76% of potential customers

10 ??? Consultants Differentiated Targeting:Focus on the most promising segments! A targeting strategy: Differentiated Cluster 4: living healthily Cluster 5: strong parenting skills but need to make changes Cluster 6: plenty of exercise but too many bad foods Distinct:Strong interest in healthy diet, active but not focus on sport Significant intent to change on physical activity and diet rich in energy-dense foods Activity levels are high and diet drove by taste Accessiblethrough multi-platform advertising campaign on importance of yoghurt in children healthy diet through multi-platform advertising campaign on importance of yoghurt for healthy sport performance through multi-platform advertising campaign on importance of yoghurt for healthy sport performance / store promotion Measurablethrough age groups of mums (mainly year-olds) and the social class (AB) through age groups of mums (mainly and year- olds) and the social class (C1) through age groups of mums (mainly year-olds) and the social class (C2) Profitableprice premium for superior quality segment stands for 19,1% of consumer market Strong wiliness of change their diet

11 ??? Consultants 5. Defining the Marketing Mix – the 7Ps for achieving success 11 Cluster 4: living healthily Cluster 5: strong parenting skills but need to make changes Cluster 6: plenty of exercise but too many bad foods Product drinkable yoghurts (30g) Rich nutrition (high quality) Natural flavour classic yoghurts (50g) Rich nutrition (high quality) New flavour In large batch Rich nutrition (high quality) Generous flavour Price Premium Pricing Market Pricing Competitive Pricing Place Increase stores presence (on street and on line) Promotion Create a trendy brand for the children (youre cool if you have it) with advertising campaign to support it TV& online ads Partnership with primary school. Take the Danone kids yogurt as a break time dessert Public Relationship campaign on the importance of yoghurt to children healthy diet (campaign in children medical centre, special web site to help mother to cook healthy diet, specialized press ) Sales promotion of family packs(yogurts for all family members, including parents and kids) and 3 for 1 discount. Public relationship on the importance of a daily yoghurts for kids to practice sport (explicative tv/radio spot with a moral support) Provide free trial yogurt in Parks, sports club etc. Public relationship on the importance of a daily yoghurts for kids to practice sport (explicative tv/radio spot with a moral support) and in sport club (which are frequently use by the mother.


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