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Pitch brief dannon

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Dannon is currently inviting agencies to pitch for content creation projects, in an effort to “get to know” potential agency partners and identify the best for future brand projects. In a recent email sent from a Dannon spokesperson to adage.com, the yogurt brand says it’s “Looking at a diverse list of agencies that have strengths in areas including digital strategy, social and content creation."

Published in: Marketing

Pitch brief dannon

  1. 1. NEW BUSINESS PITCH BRIEF DANNON CONTENT WORK PROJECT
  2. 2. OVERVIEW Dannon is currently inviting agencies to pitch for content creation projects, in an effort to “get to know” potential agency partners and identify the best for future brand projects. In a recent email sent from a Dannon spokesperson to adage.com, the yogurt brand says it’s “Looking at a diverse list of agencies that have strengths in areas including digital strategy, social and content creation." With agencies including Weld, GW Hoffman and Y&R on the pitch invitation list, competition to win the bid is fierce. The winning agencies will have to find ways to stand out in an already stellar crowd. We think the key to getting into Dannon’s good graces is to present a pitch that shows just how well you understand their company - and most importantly, their customers. BACKGROUND SUMMARY Dannon was established in the U.S. in 1942 as a subsidiary of the much older Danone, a multinational food and beverage company that has been in business since 1919. For the last 75 years, Dannon has exceeded consumer expectations by consistently delivering high-quality, wholesome, nutritious and innovative fresh dairy products, waters, early life nutrition and medical nutrition products. Its subsidiaries include Stonyfield Farm, Wahaha Joint Venture Company, and Griffin’s Foods. Danone is a company of passionate people, energized by a mission “to build health through all of life’s stages.” Their content reflects these values, and adds: • Cultivating a taste for things that are good for you. • Feeding young children and vulnerable people, as well as those in good health. • Adapting our products to all cultures. • Exploring what scientific research can bring to our daily diet. Dannon, specifically, makes more than 200 different flavors, styles and sizes of cultured dairy products. They’ve come a long way since the early days - in 1947, for example, few Americans had ever tried yogurt, although it was a dietary staple in Europe. Through Dannon’s marketing efforts, along with their revolutionary “fruit on the bottom” yogurt products, yogurt is in nearly every home in America.
  3. 3. market share ANALYSIS Dannon’s four main brands, classic Dannon, Oikos, Activia, and Light & Fit, combine to take over a substantial share of the U.S. yogurt market, especially in the southern states. Light & Fit performs best across the country, followed by Oikos. 8.3% 25.5% 22.5% 43.7% NORTH EAST 7.7% 25.0% 19.9% 47.4% MIDWEST 9.6% 25.3% 22.7% 42.4% SOUTH 7.7% 25.4% 23.8% 43.1% WEST 9.0% 26.9% 21.9% 42.2%
  4. 4. PRODUCT PORTFOLIO Dannon Light & Fit nonfat yogurt is a snack for those on a weight management journey. Enjoy as part of a balanced diet and healthy lifestyle. Try our variety of flavors including our 80 Calorie per 5.3 oz Light & Fit Greek Nonfat Yogurt! Delicious Activia, with the exclusive probiotic Bifidus Regularis Activia helps regulate your digestive system when consumed daily for two weeks as part of a balanced diet and healthy lifestyle. A traditional Greek yogurt with a rich, creamy-thick texture that is deliciously good. Danimals is where nutritious dairy meets delicious fun! Danimals Smoothies and SuperStars contain Only the Good Stuff in fun fruity flavors your kids will love! Help start them off strong with Danonino dairy snacks, with 2x the calcium of leading kids yogurt* Danonino cups come in yummy flavors they would not be able to resist. DanActive helps support your immune system when consumed regularly as part of a balanced diet and healthy lifestyle. From our family to yours, Brand Dannon offers a variety of high quality great tasting yogurts.
  5. 5. Market penetration highlights the propensity of north easterners toward yogurt like Light & Fit and Activia. Dannon’s penetrates the best in the Midwest and especially in the West where greatly outperforms the competitors. In the south Activia and Oikos dominate the landscape. PENETRATION ANALYSIS 22.9% 22.5% 1.8% 4.1% NORTH EAST 13.2% 17.7% 26.6% 27.7% MIDWEST 70.1% 36.1% 50.7% 25.4% SOUTH 4.0% 17.5% 23.1% 70.6% WEST
  6. 6. AUDIENCE ANALYSIS TARGET SEGMENT: DANNON CUSTOMERS AFFINITY 167182141154 53.53% REACH 22.57% 37.18% 71.83% 92.31% 198 PUBLIC FOLLOWERSOUTDOOR ENTHUSIAST SPORT LOVERS MOVIE LOVERS MUSIC LOVERS BUSINESS PEOPLE BEAUTY & WELLNESS AWARE FOOD LOVERS FASHION LOVERS GAMERS TRAVEL LOVERS SOCIAL ACTIVIST CAR LOVERSHOME DECORATORS & DIY’S GENDER Female (85%) AGE 45-54 (41%) STATUS Married (54%) FAMILY No Kids (58%) EDUCATION College (63%) INCOME $40K - $70K (62%) # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Food Lovers Beauty & Wellness ... Fashion Lovers Car Lovers Homemakers Pet Lovers Social Activist Movie Lovers Travel Lovers Public Figures Foll... 92.31% 89.49% 85.14% 66.8% 66.26% 62.76% 62.5% 60.36% 60.07% 57.75% 182.21 192.07 186.24 197.32 198.89 198.87 182.98 168.62 187.5 188.3 188.12 194.68 190.79 198.11 199.10 199.07 188.61 179.05 191.61 192.14
  7. 7. DANNON CONSUMER PASSION - FOCUS: BEAUTY # NAME REACH POPULARITY RELEVANCE 2 3 4 5 1 Make-Up and Cos... Fitness Vitamins & Supple... Bodyart and Tattoos Hair Care 51.18% 18.18% 15.26% 5.26% 28.38% 187.15 129.86 163.64 72.71 190.64 191.33 152.92 175.19 114.61 193.42 TRENDS -20.00% +0.0% -50.0% +50.0% +0.0% # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Maybelline New York Covergirl ChapStick Olay Sephora L'Oréal Paris Clinique Estee Lauder Essie Nail Polish Burt's Bees 10.62% 10.37% 7.69% 7.45% 7.22% 7.06% 6.98% 6.06% 5.56% 5.44% 195.94 187.55 187.63 195.75 139.24 194.92 191.41 197.77 193.93 189.66 193.95 190.07 189.29 193.54 158.66 193.32 191.52 191.11 192.1 190.03 BEAUTY GENRES TOP 10 MAKE UP & COSMETICS BRANDS
  8. 8. # NAME REACH POPULARITY RELEVANCE Dramas Comedies Reality Shows Talent & Variety Sh... Talk Shows Sci-Fi & Fantasy Sh... Family-Oriented Sh... Documentary & No... 1 2 3 4 5 6 7 8 69.55% 59.95% 51.72% 34.38% 32.55% 29.8% 25.38% 15,86% 86.33 38.23 103.91 103.93 77.32 40.72 58.76 57,35 124.2 92.13 135.9 135.87 118.15 93.75 105.74 104,76 TRENDS -22.00% +0.0% +20.9% +36.3% -15.3% +61.9% -20.8% -13.3% REACH RELEVANCE 10068364.81%3.61%2.40%1.20%<0.01% 132 164 House NCIS Criminal Minds Bones Grey’s Anatomy CSI: Miami Dexter Glee Dallas Rizzoli&Isles DANNON CONSUMER EMOTIONS - FOCUS: TV SHOWS TOP TV SHOW GENRES TOP 10 DRAMAS
  9. 9. # NAME REACH POPULARITY RELEVANCE Websites Apps TV Magazines Radio Newspapers 1 2 3 4 5 6 95.71% 82.25% 73.35% 52.39% 36.71% 9.01% 122.19 156.66 131.16 97.42 55.87 39.85 148.12 171.09 154.08 131.58 103.87 92.99 TRENDS -5.2% +2.8% -4.9% -2.7% -8.2% -28.9% # NAME REACH POPULARITY RELEVANCE Websites Apps TV Magazines Radio 1 2 3 4 5 95.71% 82.25% 73.35% 52.39% 36.71% 122.19 156.66 131.16 97.42 55.87 148.12 171.09 154.08 131.58 103.87 AFFINITY 13015790109 53.53% REACH 22.57% 37.18% 71.83% 92.31% 188 FOOD TRAVELHEALTH MOVIES GOSSIP FASHION GREEN BEAUTY MUSIC, ENTERTAINMENT NEWS & SEARCH ENGINES POLITICS BUSINESS TECHNOLOGY DANNON CONSUMER CONNECTIONS - FOCUS: MEDIA MEDIA GENRES TOP 10 FOOD WEBSITE WEBSITE GENRES
  10. 10. # NAME REACH POPULARITY RELEVANCE 2 3 4 5 6 7 8 9 10 1 Dr. Mehmet Oz Dr. Phil Jillian Michaels Oprah Winfrey Ellen DeGeneres Mayhem Joyce Meyer Ministries Theresa Caputo Joel Osteen Ministr... Phil Robertson ... 6.34% 3.87% 5.34% 5.97% 8.16% 3.86% 5.37% 4.06% 5,69% 3,38% 187.46 184.79 165.56 164.07 150.35 147.02 140.69 136.12 115,46 114,92 189.44 186.18 175.51 174.59 166.04 162.77 159.46 156.03 142,91 142,01 REACH RELEVANCE 10068364.81%3.61%2.40%1.20%<0.01% 132 164 Other Famous People Actors and Directors Fictional Characters Writers Politics Models Chefs Artists DANNON CONSUMER INFLUENCES - FOCUS: FAMOUS PEOPLE FAMOUS PEOPLE GENRES TOP 10 OTHER FAMOUS PEOPLE
  11. 11. If you need more insights on this target and its competitors click HERE or drop us a line normandin@cubeyou.com We are here to help! http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts http://www.cubeyou.com/contacts

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