Despite being a prominent player in the European yogurt category, Danone had long been losing market share. Even updated packaging and the launch of a new range failed to bring growth in the face of new competition in the market.
Danone partnered with MMR to develop a consumer-led strategy to promote growth. With the brand’s extensive portfolio and the diversity of the market as a whole, it was important for us to fully absorb and embrace Danone’s business priorities. We then created a bespoke conjoint analysis approach that allowed us to better understand the brand’s position within the market.
Our research identified short-term wins, as well as mid-term shifts that would allow Danone to take advantage of consumer demand and existing gaps in the market. These suggestions included switching out variants, and identifying which formats to maintain and which to delist. We also gave Danone clear guidance on innovation opportunities, from changing factory lines to fast-tracking a new product launch.
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