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Research Outline
Prepared for Carmen P. | Delivered July 11, 2019
Danone Brand
Review your project details
Goals
Identify key themes/goals that the
Danone
brand has focused on/promoted over the past 18 months.
Build a SWOT analysis of the Danone brand.
Provide an overview of the Danone brand that includes their current company status/situation, company financials, company focus, operational footprint, and public remarks from their CMO.
Identify the market share of the Danone brand in the industry that it is a part of.
Build an overview of Valerie Hernando-Presse, the CMO of the Danone brand.
Build an overview of Elaine Rodrigo, the Chief Strategy & Insights Officer of the Danone brand.
Provide an overview of the recent marketing/advertising efforts that the Danone brand has enacted, how it is competitive, and the results of their efforts via consumer insights. In addition, note whether there are any advertising agencies that they are working with around the world.
The overall goal of each of the above points is to have a complete overview of the company that can be shared as an Executive Summary with C-Suite personnel.
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Early Findings
k
e
y
themes
The Danone brand aims to "inspire
healthier and more sustainable
eating and drinking practices." This is aligned with the company vision that strives to support the health of people and the planet as a whole.
By the year
2030
, Danone plans to become a
Certified B Cor
p. business and align their work with the 2030 Sustainable Development Goals (
S
D
G
s
) of the U.N. In this manner, they will work to leverage their brand model, which is to
improve the health of people
through locally better products and habits while still preserving the Earth.
c
o
m
p
a
n
y
overview
In
2018, 29%
of Danone's sales were in specialized nutrition,
20
% were for essential dairy & plant-based products in North America,
18
% was from waters, and
33
% was from International essential dairy & plant-based products.
The top 3 selling brands owned by Danone in 2018 were 1)
A
p
t
a
m
i
l
, 2)
A
c
t
i
v
i
a
, and 3) Danone
.
Danone brought in
€24.7bn
in sales in 2018, experienced a
2.9
% increase in sales growth, and had an EPS of
€3.56. 55%
of their sales came from Europe, the U.S., and Canada. The top 3 countries with the greatest sales were 1)
U.S., 2) China, and 3) France
.
In 2018, Danone reduced their CO2 emissions by
15.6
%. Additionally,
87
% of their packaging is now recyclable, reusable, and/or compostable.
v
a
l
e
r
i
e
h
e
r
n
a
n
d
o
-
p
r
e
s
s
e
(
c
m
o
)
Valeria Hernando-Presse began working in marketing in
1990 for
Y
o
p
l
a
i
t
until she was hired at Danone in
1994. In 2001
she became the Marketing Director for Danone, but then later began working as Strategy Consultant for
M
a
n
d
r
a
g
o
r
e
and a Global Strategy & Marketing Services Director for
Lactalis Group. In 2011
she returned to Denone as their Director of Corporate Affairs.
Hernando-Presse attended the KEDGE Business School for marketing from
1987-1989
.
e
l
a
i
n
e
r
o
d
r
i
g
o
(chief strategy & insights officer)
Elaine Rodrigo attended Monash University from
1991-1994
where she received her Bachelor's of Business in Marketing. From
1995-1998,
she attended the same school and earned her Doctor of Philosophy (PhD) in International Marketing.
Rodrigo previously worked for Modelez International from
January 2013 to December 2016
as their Global Director of Consumer Insights & Strategy for their Biscuits Category. She also worked as the same position but for their Asia Pacific division from
October 2007 to December 2012
.
From
February 2006 to September 2007
, Rodrigo worked as an Area Market Research Director for
R
e
c
k
i
t
t
Benckiser, as well as their Global Category Market Research Director from
January 2003 to January 2006
and their Regional Research Manager from
March 2001 to December 2002
.
Elaine Rodrigo is fluent in
Chinese, English, and French
.
c
o
m
p
e
t
i
t
i
v
e
marketing/advertising efforts
In mid-2017, Danone announced that they were repositioning their brand to become a "
manifesto brand
" in order to better reflect the company's goals and vision. This included the implementation of a
new company logo
, a new approach to helping more people make healthy food choices, and to essentially
give people powe
r to be smarter consumers.
The new marketing efforts implemented in mid-2017 and 2018 are aligned with the brand's goal to become a
certified B Corp
. business, which means they will have met very strict standards of social and environmental criteria and can prove their
accountability and transparenc
y.
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