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    The document provides a case study assignment for Danone's Activia brand in the Romanian yogurt market. It includes the following tasks: 1) Analyze the current yogurt market situation in Romania and provide findings and recommendations, emphasizing the most interesting findings. 2) Collect information on Activia's position in Romania and identify the target group. Summarize Danone's 4P marketing mix in Romania, comparing its market situation to competitors and assessing brand strategy effectiveness. Provide a SWOT analysis. 3) Prepare a 5-minute presentation proposing how Activia should innovate, what media tools would build awareness and trial of the innovation, and what success factors the innovation would require. The

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    Danone Case Study and Analytical Test (002)

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    The document provides a case study assignment for Danone's Activia brand in the Romanian yogurt market. It includes the following tasks: 1) Analyze the current yogurt market situation in Romania and provide findings and recommendations, emphasizing the most interesting findings. 2) Collect information on Activia's position in Romania and identify the target group. Summarize Danone's 4P marketing mix in Romania, comparing its market situation to competitors and assessing brand strategy effectiveness. Provide a SWOT analysis. 3) Prepare a 5-minute presentation proposing how Activia should innovate, what media tools would build awareness and trial of the innovation, and what success factors the innovation would require. The

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    28 views7 pages

    Danone Case Study and Analytical Test

    Uploaded by

    bogdan.ciolpan
    The document provides a case study assignment for Danone's Activia brand in the Romanian yogurt market. It includes the following tasks: 1) Analyze the current yogurt market situation in Romania and provide findings and recommendations, emphasizing the most interesting findings. 2) Collect information on Activia's position in Romania and identify the target group. Summarize Danone's 4P marketing mix in Romania, comparing its market situation to competitors and assessing brand strategy effectiveness. Provide a SWOT analysis. 3) Prepare a 5-minute presentation proposing how Activia should innovate, what media tools would build awareness and trial of the innovation, and what success factors the innovation would require. The

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 7

    Danone Case Study

    1. Please describe what is the current situation of the yoghurt market in Romania. Please write down your findings
    and recommendations. Also please emphasize what are the most interesting findings for you and motivate why you
    consider this (max 1 A4 page).

    2. Collect information (with shop visits, media etc.) and answer for the following questions:
    • Show the position of Activia brand in Romania, and give us information about your opinion what could be
    our target group. Please write down your explanation as well.
    • Summarize the 4P mix for Danone brand in Romania. In your summary please describe our market
    situation compare to competitors, what could be our brand strategy. Share your opinion how successful you
    think it is.
    - Please make a SWOT analysis for the brand.
    - Feel free to write down any recommendation, idea.

    3. Considering all your findings, please prepare a few slides in English for a maximum of 5 minutes presentation,
    answering the following tasks:
    • If you were to propose Activia should go in terms of innovation territory? Why?
    • What would be the media tools you would use to build awareness and instigate trial of the innovation and
    why?
    • What would be the success factors of the innovation proposed?

    For all other information, there is space for your creativity


    Danone Analytical Test

    1. Please go through the charts and understand the market trend


    2. Describe three phenomenon you can observe slide 3
    3. Advise to which segment (Plain, Desert, Kefit) you would invest in and why
    4. Describe Danone’s position versus competitors
    5. Describe three phenomenon you can observe on slide 5
    6. Feel free to make any smart recommendation or advice

    Observation: the next charts are not related to the case study you have to do from the previous slide
    THANK YOU!
    GOOD LUCK!

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