Danone Brand Portfolio: Performance

Goals

To understand the best- and least-performing brands in the Danone portfolio.

Early Findings

Proprietary Research Available
Bolster your final deliverable with proprietary research from Euromonitor International for an additional $572. This research includes a company profile that includes data on performance of some Danone brands, including Actimel and Activia, which appear to be losing sales, based on the clipped data shown on pages 3 and 34. This report appears to focus primarily on the dairy and plant-based (non-dairy) brands.

DANONE BRANDS

  • Danone's 2018 annual report shows their top three brands, in terms of percentage of overall sales, are Aptamil, Activia, and Danone; however, it does not break down the brand performance within categories.
  • Danone's essential dairy and plant-based brands make up 53% of its total sales.
  • Danone's 2017 Integrated Annual Report offers some details on top brands in each category (as noted below), but the 2018 version does not go into as much detail.

ESSENTIAL DAIRY AND PLANT-BASED PRODUCTS

  • The top three brands in the North American segment are International Delight, Silk, and Horizon, while in the International segment, they are Activia, Danone, and Prostokvashino.
  • Activia has done some content marketing, as well as TV advertising.

WATER

  • The top three brands in the Waters business segment are Mizone, Aqua, and Evian.
  • Evian has ditched its iconic babies for a newer appeal to the youth market with its I Wanna campaign.

SPECIALIZED NUTRITION

  • The Specialized Nutrition segment of Danone's business is segmented into its Early Life Nutrition and Advanced Medical Nutrition divisions.
  • In 2017, the top brands contributing to the Advanced Medical Nutrition were Neocate and Nutrison, while the top brands in the Early Life Nutrition division were Aptamil and Nutrilon.
  • Aptamil's advertising has taken some criticism for being gender-biased.

Proposed next steps:

You need to be the project owner to select a next step.