Danone is a challenger in The Netherlands.
Lack of growth platform after successes of Actimel and Activia
Danone identified a new growth opportunity globally: strained yoghurt.
Business transformation :
From product innovation to consumer insight driven growth.
Segmented the dairy market to identify the most relevant consumer target group
Generated consumer insights to develop concept and brand positioning
Developed brand identity, communication and media plan with external agencies.
Coached Danone Oikos brand manager on execution of strategy
Initial successful launch with listings at key retail and relevant rotation