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Dannon Case Study

2333 words - 10 pages

Introduction
Late in 2009, The Dannon Company (Dannon) had a dilemma in whether to make public their long-standing Corporate Social Responsibility efforts. Dannon after sixty-seven years of enter the U.S. market was on the verge of becoming the U.S. domestic market yogurt leader. To help achieve this Dannon’s senior director of public relations, Michael Neuwirth was contemplating how their corporate values and long-standing Corporate Social Responsibility would be able to assist Dannon achieving the leader as the U.S. domestic yogurt producer (Marquis, Shah, Tolleson, & Thomason, 2011).
Danone is a yogurt company, which was founded by Carasso’s father, Isaac Carasso in Barcelona, Spain, in 1919. Danone first introduced an innovated yogurt product that was used to treat intestinal disorders by physicians. After Carasso’s father’s death in 1939, Carasso became the CEO of Danone. Through Carasso’s leadership Danone had rapid expansion plan in the European markets. However, with World War II raging in Europe Carasso in 1941 immigrated to the U.S. for a safe haven during the war (Marquis, et al., 2011).
Carasso now in the U.S. founded the Dannon Milk Products, Incorporation in New York, in 1942. In order to be able to attract consumers in the U.S. market to yogurt Carasso named the company Dannon vice Danone (Marquis, et al., 2011). Carasso however found that the U.S. market for yogurt was almost non-existent. Not letting this slow Carasso down, Carasso used his innovated thinking as his father did with Danone to gather interest in yogurt in the U.S. market. Carasso was able to introduce in 1947 “Fruit on the Bottom” yogurt product (Marquis, et al., 2011). This innovation was able to make the tartness of yogurt into a well-balanced combination of tartness and sweetness. This combination was much more appealing for the American consumer taste. Dannon also introduced low-fat yogurt in 1955 in order to attract the health enthusiasts market (Marquis, et al., 2011).
Several decades after the end of World War II, several ownership changes Dannon once again became part of Danone. At this time Dannon had 17 product categories growth expected to continue. Dannon used the 1980s and 1990s as an innovation period (Marquis, et al., 2011). During this time, Dannon capitalized on the Federal Drug Administration’s approval of aspartame, which led to “Dannon Light” (Marquis, et al., 2011). In addition, during that period, Dannon entered the children’s sector of the market and with the innovation of premium yogurt Dannon entered the desert market sector. In 1994, after Danone’s strategic reorientation, Danone centered their products on health and Dannon’s product innovations became centered on health benefits (Marquis, et al., 2011).
Dannon has now grown into a company that is headquartered in White Plains, New York, Dannon manufactures their products in Minister, Ohio, Fort Worth, Texas, West Jordan, Utah, and Portland, Oregon employing more...

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