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Marketing at Danone
::Directly responsible for the brands make up the company’s worth, Danone’s Marketing teams are extensively autonomous; the marketing department is decentralised and operated through subsidiaries .
Today, four brands—Danone, Evian, LU and Wahaha—account for 60% of the group’s revenues. The first mission of Marketing is to strengthen the value of its brands, with the objective of increasing sales and brand awareness and therefore developing profitable business. The second mission is to be on the look out for market trends and anticipate consumer requirements by creating innovative products. These two missions require an entrepreneurial spirit, creativity and excellent communication skills.
“In my day-to-day work as Danette’s Junior Brand Manager, I get involved in whole range of activities. As well as looking after the long-term strategic planning, I also create a brand action plan which focuses on four key areas: communication, flavour renewals, product innovations and consumer promotions. On top of this, I’m also responsible for developing an assistant who reports to me.
What really motivates me is seeing the results of my work in action. Perhaps that’s from seeing a commercial on TV at night, or seeing our dairy products on a supermarket shelf, or even when a friend mentions one of our brands in conversation. That makes me feel proud not only of the company, but also of the projects we carry out as brand managers.”
Paola, Junior Brand Manager (Danette), Argentina
