CASE 1

DANONE MILK COLLECTION

CENTERS IN EGYPT
Case Prepared by
Prof. Dr. Ibrahim Hegazy
Professor of Marketing
American University in Cairo
 CASE BACKGROUND
 French company Danone founded the “Danone Communities” program, which encourages

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social business initiatives, and promotes the fight against malnutrition.

 In Egypt, consumers consumed much less milk than the amount recommended by the World
Health Organization, because Egyptian farmers lacked the ability to create quality milk
and international dairy products providers offer milk at a price that is beyond the reach
of local consumers.

 In order to boost milk consumption and help local famers, Danone and Care
International taught farmers how to improve their milk quality and quantity so that they
would have a stronger position in the milk value chain.

 These farmers today deliver milk twice a day to a Milk Collection Center, where the quality is
checked before being distributed. This not only gives consumers access to high-quality milk,
but it also teaches farmers hygiene practices to improve their animals’ health, and offers them a
stronger position in the market

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 DESCRIPTIVE VIDEO
DANONE MILK COLLECTION
COMMUNITIES

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Milk Collection Communities in Egypt

Milk Collection Communities in Egypt.mp4

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 THE CASE MAIN QUESTION

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 Based on the Video discussed
during class and copied in
slide 3 of this document, You
are requested to identify the
following:
 The Affordability Initiatives
 The Availability Initiatives
 The Adaptability Initiatives
 The Consumer Education
Initiatives/The
Promotion/Communication
Initiatives
 The Eco System (Well Being 4
Intiatives)
 THE CASE SUBMISSION GUIDELINES

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 The deadline to submit your answers is Sunday
November 4th 2023 class time. No case will be accepted
after the end of our class time on November 4th 2023

 The Format of submission is both a printed hardcopy as

welll as a softcopy sent to hegazy@aucegypt.edu

 Feel free to research this case topic Danone Milk

Collection Centers in Egypt looking for more initiatives
that may not have being stated in the video. For sure,
these additions will improve your grade for the case.
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