Corporate strategy - The example of Danone

Extract

[...] These directives are then intended to control the carbon emissions that manufacturing companies emit into our environment. To comply with these regulations, Danone must then reduce the carbon footprint left by each production and manufacturing unit of the brand Legal factors Advertising in the food industry is the main force in attracting customers, especially for a brand like Danone, which is positioned in a competitive market. But the law completely prohibits false advertisements claiming false advantages to the products marketed. So there are laws that govern consumer errors and false claims through advertisements. [...]

[...] The advertisements should also aim to increase the awareness of the Danone Group brand and to remind people that Danone is the leader in its market in order to reassure consumers and to encourage them to have complete confidence in the brand. The ads will primarily target the segment of middle-class urban families. The focus should, therefore, be on television commercials, as they reach a larger potential audience and also reach urban families more easily than other media. In addition to television advertising campaigns, innovative promotional programs, and point-of-sale promotions, as well as display media, can then be set up. [...]

[...] It is important for the Danone brand to communicate the quality of its products. Because the brand is now a safe bet throughout the world and is, therefore, bought for it. But many consumers are still ignorant of Danone's qualitative commitment to the quality of its products for better consumer health, but also to commit to the environment. Television advertising for this product should, therefore, be built around the characteristics of the product, taste and health benefits, appetite appeal and snacking opportunities that this product can prevent. [...]

[...] The company can also derive strong co-operation from the various acquired companies. For an effective differentiation strategy, Danone needs the means to attract a highly skilled workforce, creative people or scientists who can work in search of new products allowing the brand to assert its competitive advantage. The Danone company must, therefore, diversify, but mainly in the markets already exploited by the brand, so as not to lose sight of the main objective of the brand which is to bring healthy food to as many inhabitants as possible around the world. [...]

[...] This is why Danone has been dubbed "the crown of France". Indeed, the Danone company is an integral part of many countries associated with the childhood of its populations through milk and related products for children. Finally, consumer attitudes and needs are changing when it comes to flavor, which is why Danone must take these factors into consideration when bringing a new product to the market Technological factors Technology, which is now an integral part of our daily lives, and our society, has not spared the food industry either. [...]