They also tend to be the high volume, low cost items. The top FMCG companies are characterised by their ability to produce the items that are in highest demand by consumers and, at the same time, develop loyalty and trust towards their brands.
Danone is an FMCG company with over 90,000 employees and operates in 125 countries World-wide. Danone’s brands include Evian ,Actimel, Volvic and Activia. Officialy created in 1990 as a branch of Danone Belgium, and hit UK with the yogurt drink Actimel in 1999. Worldwide Group Danone has two subsidiaries in the UK - Danone UK Ltd and Danone Waters UK & Ireland. Danone UK Ltd is the fresh dairy business behind Britain’s fastest growing yogurt brands, Activia and Shape, as well as Britain’s best-loved yogurt drink, Actimel and new luxury Greek-style yoghurt, Oykos and one more new range of super thick, super tasty strained yogurt with a hidden layer of fruit compote, Danio. Danone Waters UK & Ireland represents Evian, the worlds most popular mineral water. Its portfolio of bottled waters also include Volvic, Volvic Touch of Fruit and Badoit. Danone mission is “to bring health through food and beverages, to as many people in the UK as possible”. Danone funds nearly £180 million in research and development each year.
This essay about Danone UK Ltd., has been divided into four parts. The first part deals with explaining marketing process and marketing orientation to the newly developed product in organization. The second – is analysing the macro and micro environmental factors, examining the concept of segmentation and identifying the factors that will influence buyer behaviour and propose a new positioning strategy on newly developed product. The third, explaining how the new product was developed, evaluating a range of distribution methods, discussing and critically evaluating pricing methods,