One of the global product design issue for dairy products is the packaging.
Packaging has several functions in the case of Danone such asinformation, protection and ecological issues.
Indeed, the aim of the designers is to attract consumers of dairy products by the appeal of the products.
First, the design of the logo has to meetnumerous criteria so as that the brand can be recognised by each one at the very first sight.
This logo has to inspire trust and satisfaction to the consumers : that’s why a smile has been added to thelogo in order to show that danone fresh dairy product are not at all a threat to health but on the contrary healthy.
Moreover Danone has a global vision for its products. Therefore the new design “smile from within “ , synthesizes the dairy products perception in 40 countries , and is used for other products sold under the” Danone “ name ( the French name ) ( for instance, for biscuits inAsia)
Another global product design issue for dairy product is the certification.
Danone is the only producer of dairy products that has received the ISO 14001 certification.
Thanks to it, the dairyproducts of Danone can be marketed worldwide.
I. What are Danone’s branding strategies ?
The three main product lines of Danone are : dairy product ( 56% of the sales) , biscuits (16% ), and beverages. ( 28% )
The Danone/Dannon (US) brand of yoghurts, the company owns several brands of bottled water which are well-known in the whole world such as Volvic, Evian, and Wahaha ( inChina ) About 56% of its 2006 net sales derived from dairy, 28% from beverages, and 16% from biscuits and cereals. In Asia, Danone owns many water brands : it has indeed acquired Aqua in Indonesia.Throughout the different documents, we are shown that the process of adaptation has been implemented without any negative links to the corporate brand but on the contrary, brands are customised when...