Danone in Business School

Marketing Director For Saudi Arabia

2005-04-28T07:45:00.000-07:00

Marketing Director For Saudi Arabia
Originally uploaded by Vince1.

It is the photo of the interviewee.

China's market: a beautiful market

2005-04-28T07:35:00.000-07:00

Some signs are unmistakable: in Mandarin, "da non" means "developing one's skills"!
This philosophy is perfectly in tune with the Groupe's history in the Middle Kingdom.
Since its first acquisition in 1987, DANONE has developed its integration by following demand trends in China, all the while taking into account the extreme diversity of this demographical and geographic giant.

To succeed, and in particular, to penetrate and remain in the huge market that China represents, DANONE had to adapt to specific local characteristics.
In the two decades since it gradually began opening out to foreign capital, the face of China has changed and new consumers are springing up from Shanghai to Beijing ("Pékin"). Basically an urban phenomenon, this new "middle class" has begun to develop consumer models that are close to those of the Western world.

Adapting to consumers
Thus, DANONE continues to develop a strategy based on the idea of products specifically designed to meet the expectations of this new middle class: for example, in the beverages market, DANONE is proposing a variety of jasmine tea developed by Wahaha, and Maidong an energy drink launched by Robust which has been a huge success with working urban dwellers. On the crackers segment, which is the leader on the biscuit market, DANONE has launched Tuc with seaweed and Wei ZI, a range of biscuits with vegetables enriched in fibre and calcium. All these products correspond to the new consumption trends.

An interview

2005-04-22T06:29:00.000-07:00

It is an interview of Ahmad Yahya, the marketing director for Saudi Arabia :

" Danone and I have many things in common. Danone has huge brands in developed markets and is developing these brands in emerging markets and that's what I have been doing for last 12 years and hence is my strength as well. Also its enthusiastic and respectful culture fitted my personality and hence made it a perfect marriage. One night, I sent my application over the Internet and then DANONE called me.

I wasn't expecting such a large company to recruit by the Internet and was pleasantly surprised."

DANONE SOLIDARITY FOR ASIA

2005-03-31T05:59:00.000-08:00

Groupe DANONE employees rally to the cause: over 420,000 euros donated for victims of the Asian tsunami.
Following the disaster that hit South-East Asia in December, Groupe DANONE employees across the world have made their own personal contribution to efforts to aid the stricken countries.
On 21st February, almost two months after the tsunami struck, some 423,203 euros have been collected from employees. These donations will be passed on to the International Red Cross, which was one of the first NGOs to reach the affected areas.
In the immediate aftermath of the tsunami it co-ordinated emergency rescue teams, and is now dedicated to the task of rebuilding transport, health and education infrastructures.
With this action, Danone gives a good image to consumers. It is an excellent marketing tool. This event was published everywhere for 2 months. The company had to react.
Groupe DANONE, which has a strong presence in Indonesia, also promised to distribute several million local products.
In addition, a solidarity programme is to be set up to assist schools affected by the disaster; more than 3,000 schools were destroyed or damaged by the tsunami.

danone

2005-03-11T00:10:00.000-08:00

danone
Originally uploaded by Vince1.

Ethics of Danone

2005-03-10T06:28:00.000-08:00

To begin, I am going to do a brief presentation about Danone. I am going to show you that this company has got some values. To understand the strategy of this company, it is interesting to know its principles. Why Danone is different of these competitors? It is a marketing strategy.

Opening

Danone likes the curiosity and the open minded.

Enthousiasm
Danone like impassioned and dynamic people.
Humanism
Employees of Danone have recolted 420 000 euros for "The Tsunami".
Proximity

Proximity with its employee, consumers, suppliers...

Profile

2005-03-10T00:12:00.000-08:00

Hi!

I am very happy to inform you about news of the french firm DANONE. During 5 weeks, I am going to find good advertising articles only for you, my readers.

My name is Vince and I study in a Business School in LE HAVRE. I am 22 years. I come from Mauléon, a village between Angers and Poitiers.

Later, I hope working for Danone. It is a firm with a good ethics: opening, enthusiasm, humanism, proximity.

Good reading...