Danone’s Brand "Resets" Are Driving Sales Growth Around The World

Groupe Danone – which owns the Dannon brand popular in the US – seems to be leading the worldwide food industry in figuring out how to make its brands grow amidst a global recession. It also has consumers everywhere being more careful in how they spend their grocery dollars.

Danone’s strategy involves cutting some prices, providing more volume for the same price, and coming up with innovative extensions on successful brands.

“Everyone was saying that ‘brands are dead’ and the hard discounters are gaining share,” Franck Riboud, Danone’s CEO, said in announcing the company’s 2009 financial results earlier this week, according to Warc. “Brands are gaining market share.”Continue reading...