Danone

Summary

Danone is, with PepsiCo, one of the two biggest and most successful functional food companies. With health at the heart of its strategy, today it has no equal in the world in functional fresh dairy. It's also a major player in functional water. Just four functional dairy mega-brands account for over half of the company's total dairy sales.
This case study sets out the lessons that can be found in the stories of Danone's successes in digestive health, immunity, heart health and kids' health as well as in the recent launch of the Essensis beauty yoghurt brand and the success of the Mizone functional water brand - one of the largest brands of its kind in Asia. Each case study examines in detail the company's branding, advertising, pricing and merchandising strategies, as well as the corporate strategy of Danone, which puts health at the heart of business.
The case studies in Danone: brand success by putting health at the heart of strategy focus on well-known brands such as Activia, Actimel, Danacol, Danaten, Danonino (Danimals), Essensis and Mizone. Covering products ranging from 100ml daily dose probiotic dairy drinks to energy waters, and categories such as immunity, digestive health and beauty, our thorough analyses of each brand reveal how the company has grown to be the owner of some of the world's most interesting and successful health brands.
Even the smallest companies can learn from some of the strategies that have made Danone the global success it is today.
Our second-to-none analysis based on over a decade of primary research into this company's strategy and its brands will give you unrivalled insights.
As with all our case studies, this 93-page report has been compiled from in-depth interviews with the company's luminaries to provide you with:

• Insight into branding, marketing and pricing strategies
• Understanding of what aspects of the company's strategies have worked and why
• Understanding of product formats used and ingredients chosen
• Demonstration of the value of packaging innovation
• Colour illustrations of products
• Relevant market data

Danone: Brand success by putting health at the heart of strategy is authored by Julian Mellentin - an acknowledged international expert on the business of functional foods and beverages and editor of New Nutrition Business.

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