Case study for Case 16 Danone: Marketing The Glacier In The United States

Q1 Prep atomic number 18 a instruct skid overview. What are the main issues being discussed in the case? The French dairy giant Dan unmatched, whose weewee products contribute 27 percent of the firms global sales, is suffering from an miserable decline in recent years. Although Danones water products, led by Evian, are stable favourite in homeland and comfort of Europe, Evians market region in the U.S. have shrunk from rank one 7.2 percent to ranking four 3.6 percent between 1996 and 2001. In order to postulate against Pepsis Aquafina and Coca-Colas Dasani which pulled ahead of Evian, a major strategic plan `Diversification (reduce Danones dependance in Europe, enhance water operations in U.S.) had implement by CEO Frank Riboud. However, this failed to experience the desired result. prone the little headway had been made in aggressive moves, Ribound reached deuce dramatic arrangements with one of its arch-foes, Coca-Cola in 2002. In the first capital of New Hampshire announced in April 2002, Coca-Cola would take over the Evian brand in spousal relationship America. According to analysts at J.P. Morgan, under this intellect Coca-Cola pull up stakes sustenance master distribution rights to Evian, and will cut through all promotional and customer marketing, in-store merchandising, bottler sales, and food service sales. Danone will still lot sourcing and reserve control of Evians brand soma and advertising strategy.

Remarkably, the agreement includes incentives for Cokes effect to step up demand. (This is estimated to furnish into an increase of little than 1 percent of Dano nes total sales on average.) In the sec! ond agreement stated in June 2002, Danone and Coke would establish a joint bet on for the production, marketing and distribution of Danones local and regional branded sell bottled spring and sourced water from within the U.S. (for example, Danones Dannon brand spring water). infernal this agreement Danone contributes the assets of its retail bottled spring... If you want to get a well-off essay, order it on our website: OrderCustomPaper.com

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