Danone case study

Targeting Omega 3 At Different Consumer Groups

Publication Date	July 2006
Publisher	Datamonitor
Product Type	Report
Pages	7
ISBN Number	not applicable
Product Code	DAT00131

Price

£160.00
approximately: $238 | €188

PDF

PRINT £210 ($312 | €247)

Order above formats by FAX

Summary

Introduction

This report on Danone forms part of a case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Catalyst
Summary
Analysis
- Cardivia and Danino capitalize on strong growth in yogurt and functional dairy foods
- The Canadian yogurt market has experienced a healthy growth rate
- Dairy foods are the second most popular functional food in US
- The competitive dairy market has led manufacturers to focus on the different functional needs of consumers
- Cardivia and Danino promote different health benefits of omega 3
- Cardivia is marketed towards adults seeking heart health products
- The healthy heart diet is gaining consumer appeal
- Danino focuses on marketing the potential for omega 3 to improve children's brainpower
- Marketing health foods to kids can have more of an impact if manufacturers observe specific design cues
- Danino utilizes 'junk food' design cues to appeal to children as well as adults
- The appeal of yogurt as a healthy children's snack
Appendix
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
List of Tables
- Table 1: US functional food & drink market value (US$ m), by category, 1999-2009
- Table 2: Key influencing factors in children's snacking needs
List of Figures
- Figure 1: Danone promotes the presence of omega 3 in its yogurts on the packaging of both Danino and Cardivia