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Danone TRUST 7 Final Presentation Strategic Plan  for Danone Turkey
Ömer Murat Caner Yigit Burak
Introduction and Landscape Initiative 1 BrandExtension Initiative 2 Line Extension Initiative 3 CSR & Conclusion Analysis and Strategic Direction Murat
Murat ,[object Object]
Supermarkets ranked first in sales volume
Competitive pricing
Private labels – Delisting
25% packed in dairy consumption
Turkey 43 kg vs EU 114 kg
Consumption imbalance
Propensity to VA Products
Milk supply is seasonal and vulnerable
Producer inefficiencies
Stable relationship with trained customers,[object Object]
The SWOT analysis reveals many threats to be defended against SWOT Analysis ,[object Object]
 International expertise, trusted corporate brand
Blockbusters and value-added products
Distribution muscle
 Top-notch production
 Fastest growth in foods category
 Sales and distribution adapted to SM/HM, however discounters are rising
Cannot import milk powder due to regulation
Supply demand imbalance
Unionized SuppliersMurat Caner W S O T ,[object Object]
 Shortage of quality milk mostly due to small volume per supplier
 Commoditized & aggressive branded base business markets (milk and yoghurt) w/price wars.
 Consumers reluctant to abandon traditional tastes
The rise of the discounters and private label
Rising incomes, fast-growth categories
 Consumer propensity for conversion to branded
 Consolidation of retail space
 Potential sales points without chilled sales (13%),[object Object],[object Object]
Value Added MILK YOGURT ICE CREAM READY-TO-EAT DESSERT CHEESE Supplemented, probiotic Supplemented etc. Blockbusters Blockbusters Flavored Flavored, locals Flavored/Kids Blockbusters Children’s Light, skimmed etc. Light, skimmed etc. Light, skimmed etc. Base milk Base yoghurt Base flavors Base cheese Category (Increasing Complexity) Street Sales Street Sales Street Sales
Caner
Caner Ömer
Path VAP’sexpandingmore Expanding Market Ömer 30% “HEALTHY SNACKS” 25% BlueOcean
Implementation Ömer Addcheeselineto Lüleburgaz Factory ,[object Object]
FlavoredCheeseBalls
CreamCheeseDeveloptastesthatmeetconsumerdemand ,[object Object]
Health is mainvalueclaim“HealthySnacks” ,[object Object]
TV ads, celebritiesetc.,[object Object]
Financial & SocialReturn Social Bringmorehealthtochildren “HealthySnacks”  notion Financial Ömer

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