France's leading food group, Danone has restructured its portfolio several times in recent years to concentrate on what are now four key market sectors, each of which places it in direct competition with Swiss giant Nestle. It is already the world #1 in fresh dairy foods, with a strong collection of healthy and innovative yogurt-based products. This is now the group's single biggest business, accounting for well over half of total revenues. Building upon this platform, it has also established itself as one of the leaders in global infant foods and also medical nutrition, most recently with the acquisition of rival Royal Numico. It is the world #2 in bottled water, having lost its lead to Nestle as a result of serious challenges in key markets such as the US (where Danone trades as Dannon) and in China. Danone has steadily sold off all other businesses, including beer, cheese and sauces. In the most significant such disposal, Danone agreed a deal in 2007 to sell its biscuits and crackers brands, a sector in which it was the worldwide #2, to its main rival, Kraft.
Which agencies handle advertising for Danone? Find out more from the Adbrands Account Assignments database
Latest marketing news about Danone? Click here for recent headlines from Adbrands Weekly Update
Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 14th Nov 2013: Danone consolidated media across Europe with GroupM; the business had previously been split between GroupM agencies and Havas Media, which loses key markets including France, Germany and Spain.
Adbrands Weekly Update 26th Sep 2013: Danone handed CRM duties for its fresh dairy products across Europe to BETC.
Adbrands Weekly Update 25th Jul 2013: Danone and Starbucks have joined forces to launch a new line of fresh dairy products in the US. The products will be distributed through Starbucks outlets under the Evolution Fresh brand, acquired by the coffee giant in 2011, and co-branded to Danone's US subsidiary Dannon. The range is expected to launch in 2014 with a line of Greek-style yogurts.
Subscribers may access the following website links:
Group Danone website
Adbrands.net. All rights reserved © Mind Advertising Ltd 1998-2013