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Danone Waters France: Relaunching the Volvic brand on the kids' beverage market

Référence :
KEDGE-MA-045(GB)
Langue
Anglais
Type
Etude de cas
Catégorie
Marketing
Collection
KEDGE Business School
Auteur(s)
CAPEAU Fanny, WHITE Tim
Résumé
Danone Waters France is the world's number two producer of mineral water, manufacturing 3.2 billion bottles annually. In the company's brand portfolio, one can find emblematic brands such as Evian, Volvic and Badoit. Danone must be present upon all bottled water segments. The group is the leader on many of them, but its performance on the children's drinks market has not met expectations. The Volvic brand has not really been able to make a breakthrough and the marketing division intends to relaunch it...
Objectifs pédagogiques
- Make learners aware of what is at stake in the agribusiness sector, particularly on the children's drinks market. Enable students to learn just how difficult it is to combine the expectations of the consumers (children) with those of the purchasers (parents).
- Enable learners to understand how to deal with key success factors on a given market.
- Allow them to implement a strategic vision with a full and coherent marketing plan. The proposals should be based upon Danone's integrated communication approach.


Mots-clés
Marketing - Brand management - Communication - Relaunching a product


Public
Management schools, universities, executive education
Secteur d'activité
Agribusiness
Caractéristiques particulières
- Examen case
- PPT: Debriefing (34 slides)
- PPT: Specific debriefing about the packaging (7 slides)
- PPT: Teaching module'integrated communication at Danone"(34 slides)
(These tree documents also exist in commented versions)
Année de la problématique :
2020
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
42 avec 19 page(s) annexe(s)
Temps d'utilisation :
plus de 3 heures
Code du secteur d'activité :
15 - Industries alimentaires
Note pédagogique :
Oui (9 pages) - incluse

Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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Produits pédagogiques liés ...

KEDGE-MA-045
Etude de cas
Danone Eaux France : comment relancer la marque Volvic sur le marché des boissons pour enfants ?