Marketing Strategy

DAIRY PRODUCTS

Final assigment
Marketing plan and recommendations

Groupe 58 :

Méryl Gindre – Aurélie Ignesta – Antoine Paillat – Stefan Petcu – Julie Quignard

OUTLINES
Executive Summary 1
Introduction 2
I. Situation Analysis 3 A- Internal environment 3 1) Organization background 3 2) Products : 4 3) Financial and non-financial results 6 B- External environment 9 1) Markets 9 2) Competitve environment 9 3) Economic environment 10 4) Social and cultural environment 11 5) Political environment 12 6) Legal environment 12 7) Technological environment 12 8) Ecological and ethical environment 13 C- Consumer Needs 13 D- SWOT analysis 14 1) Strengths 14 2) Weaknesses 15 3) Opportunities 15 4) Threats 15 E- Critical issues 16 1) From the internal analysis 16 2) From the external analysis 16
II. Marketing Objectives 17
III. Marketing Strategies and Recommendations for Change 18 A- Target markets 18 1) Target segment 18 2) Positioning 19 3) USP 20 B- Product strategies 20 1) Concept 20 2) Name 21 3) Characteristics 22 4) Range 22 5) Packaging 23 C- Pricing strategy 24 D- Promotion strategy 25 1) Objectives 25 2) Target 25 3) Budget 25 4) Message 25 5) Media 25 E- Distribution strategy 25
Conclusion 26

Executive Summary

We’ve been asked to build a marketing plan for a company we had chosen. A marketing plan usually contains 3 parts: - Analysis of the current situation - Objectives to reach to resolve the critical issues - Recommendations for changes
It’s this methodology we’ve applied here, trying first to understand the whole situation of DANONE both in an internal and external way. This analysis gave us more information about the issues DANONE were experiencing. Then the SWOT helped us to define accurate marketing objectives to reach