Wonder
Log in
Research Outline
Prepared for James W. | Delivered July 26, 2019
Danone Brand Portfolio: Performance
Review your project details
Goals
To understand the best- and least-performing brands in the Danone portfolio.
View less
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.
View less