Danone found the tone with its new policy of low prices

Yogurt machine is restarted. Thanks to price cuts, promotions and new standards more accessible, sales of Danone's dairy products rose 7% in volume in the third quarter. It's the largest increase since mid-2007.

So far, Danone had mostly favored the move upmarket with its brands Activia, Actimel and Danacol and rate increases. These were also made compulsory by the soaring price of milk. But the crisis had led to an alarming decline in volumes last year. In January, the group has initiated a program called reset ( "reset"). To boost volumes, each subsidiary has revised its product positioning and pricing in each of its markets (yoghurt, water, infant nutrition and medical nutrition).

Franck Riboud, Danone's boss has welcomed the success of these "operational adjustments."We did not only correct, but have been effective and rapid implementation, said without false modesty, the CEO. We have completed the repositioning of our products before the end of the year. "

A year ago, Danone was advised that because of the deteriorating economy, growing its sales in 2009 would be "less than a few points" in its medium-term target of between 8 and + + 10%. According to details made this Friday, the group table in fact now an annual growth of 2.8%.

While this is a very sharp slowdown in growth of sales, Danone has proven its ability to react and managed to accelerate the pace since January.In the third quarter, all regions are growing, even Europe, which was down in the first half.

Volvic and Evian in progress

Above all, "we gained market share in the three quarters of our markets," insists Peter Andre T?risse, the CFO. He also noted that milk prices would increase, "but return to significant increases in 2008." Danone may therefore increase some of its prices, "while remaining competitive."

Other good news: the return to form of the bottled water division, which is experiencing its strongest growth since early 2008. "Danone has its strong presence in Asia, the area that draws economic recovery," said Lee Linthium, head of research for Euromonitor.The institute predicts that sales of bottled water will increase by 8% in Asia this year, thanks to economic recovery in urban areas, where consumption of these products is higher.

Even in developed countries, Danone waters are rising again this summer, especially in France, the United Kingdom and Germany. With the impact of weather, but not only. "The sales made under Volvic promotion grew by 40%," says one Danone. In recent weeks, the promotion efforts made on Evian, the brand's flagship division, are even more important. Here again, priority is given to the volumes to boost sales.

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