Who is Danone?
0 Danone was founded by Isaac Carasso.
0 It was founded in 1919, Barcelona, Spain.
0 Danone was named after his son Daniel, which in
Catalan, Danon is a nickname means Little Daniel.
0 It was a family firm at the beginning of the business.
0 At the early beginning, the business was concentrated
on yogurts, as its product.
Beginning of Danone
0 Daniel Carasso was born in 1905 in Salonica (now
known as Thessaloniki in Greece), where his family, of
Spanish descent , had lived in exile for more than four
0 In 1916, Isaac Carasso, Daniel’s father , decided to
return to Spain and settle there for good.
0 Three years later Danone was founded.
0 Ten years upon founded Danone, Daniel Carasso had
launched the Danone brand in France.
Why yogurt business?
0 The earliest business of Danone was yogurt.
0 Danone was a pioneer in yogurt industry in Europe
during that time.
0 The yogurt is uncommon in European community
during that time.
0 Isaac Carasso introduced yogurt, which was a popular
diet during Ottoman Empire – as he was an immigrant
from Salonica that influenced by the Ottomans.
Yogurt as an example of food
0 One of the most prominent examples a food
technology that has a significant impact human health
0 Therefore, appalled by number of children suffering
from intestinal disorders at the end of the First World
War, Isaac Carasso started manufacturing yogurt.
0 His idea to introduce and produce yogurt in Barcelona
was encouraged by the research of Elie Metchnikoff.
How does the new product been
0 Danone was started in a small town to cater the local
needs especially childen in Barcelona.
0 It was introduced by prescription on Barcelona
pharmacies – its was first introduced as a type of
medicine to reduce children suffering of intestinal
0 Word-of-mouth (wom) spread around by the local,
and become familiar to the community.
0 The product become strongly in market from
Barcelona to many places in Spain.
Danone brand on its way!
0 In 1923, Isaac Carasso sent his son Daniel to study in
the E.S.C business school in Marseille, France.
0 Daniel studied bacteriology to gain better
understanding of ferments.
0 Isaac Carasso had advised his son to specialize in
ferments, to innovate quality product in the future.
0 Daniel ended up in the Pasteur Institute in Paris,
France, later. It was where the foundation of dominant
Introduced to the French
0 Daniel Carasso launched Danone in Paris in 1929.
0 Same happened to the French, they weren’t any more
familiar with yogurt.
0 Series of marketing strategies occurred such as
quality of its product, packaging and
presentation, and advertising.
0 Daniel penetrated France by highlighting that yogurt
beneficial effects on health.
0 The French accepted a new diet called yogurt with a
brand – Danone!
Obstacles to Miracles!
0 In 1941, Daniel Carasso was forced to leave France by
the German invasion.
0 He entrusted his close friends to look after and
manage the business in Europe. Danone France to
Norbert Lafont, and Danone Spain to Luis Portabella.
0 Fortunately, upon his moving a year to the United
States, he founded Dannon US!
0 However, he changed the name Danone to Dannon in
the US because to Americanize the sound.
Expanding to a Global Brand!
0 In 1945, Daniel Carasso returned to Europe where he fully
utilized his energy, talent and networking in rebuilding his
French and Spanish businesses.
0 In Europe, Danone business was booming especially
between 1950 and 1966, the growth was spectacular.
0 The wholly-owned and controlled of a family firm was
ended at the beginning of 1967, where Danone interested
to merge with Gervais and later BSN.
0 From its merged with other two leading firms in the
industry, Danone become a multinational and a Global
Brand, which still among the top brand today.