Marketing Plan on 'Grameen Danone'
Marketing 202
Marketing Plan
"Shokti Doi"
Submitted to: Mehdi Hossain (MdH)
Submitted By Group: Caterpillars
Semester: Summer 2012
Northsouth University
Executive Summary
Following the social business concept, French based food and beverage company Danone started its operation by making an agreement with Grameen group which is named as Grameen Danone. Grameen Danone launched in 2006 and they officially launched their 1st package of product named Shakti+ Doi. The main concern of Shokti Doi is to provide nutrition to the poor children of Bangladesh which can able to fulfill their nutritional requirements. As they started their business, they have faced lots of obstacles such as the lack of proper distribution, non-standardized management along with localization problem. Also, the distribution through women raised the fact of cultural barriers. The unplanned product and overstated pricing strategy also become a fact of their market loss.
Situation Analysis
Grameen and Danone Group went into a joint venture to create a yogurt fortified with micro & macro-nutrients to decrease malnutrition for the children of Bangladesh. The yogurt is produced with solar and bio gas energy and is served in environmentally friendly packaging. The first plant started production in late 2006, to provide children with many of the key nutrients that are typically missing from their diet in rural Bangladesh. The company is run on ‘No loss, No dividend’ basis.
Market Summary
Grameen Danone Company produces yogurt called Shokti Doi which is aimed to fill nutritional deficits of people all across in Bangladesh. This company created this yogurt for customers and built strong relationship with customers, in order to bring daily healthy nutrition to low income nutritionally deprived populations in Bangladesh and alleviate poverty through the implementation of a community based business model in return. Thus company possesses good
Marketing Plan
"Shokti Doi"
Submitted to: Mehdi Hossain (MdH)
Submitted By Group: Caterpillars
Semester: Summer 2012
Northsouth University
Executive Summary
Following the social business concept, French based food and beverage company Danone started its operation by making an agreement with Grameen group which is named as Grameen Danone. Grameen Danone launched in 2006 and they officially launched their 1st package of product named Shakti+ Doi. The main concern of Shokti Doi is to provide nutrition to the poor children of Bangladesh which can able to fulfill their nutritional requirements. As they started their business, they have faced lots of obstacles such as the lack of proper distribution, non-standardized management along with localization problem. Also, the distribution through women raised the fact of cultural barriers. The unplanned product and overstated pricing strategy also become a fact of their market loss.
Situation Analysis
Grameen and Danone Group went into a joint venture to create a yogurt fortified with micro & macro-nutrients to decrease malnutrition for the children of Bangladesh. The yogurt is produced with solar and bio gas energy and is served in environmentally friendly packaging. The first plant started production in late 2006, to provide children with many of the key nutrients that are typically missing from their diet in rural Bangladesh. The company is run on ‘No loss, No dividend’ basis.
Market Summary
Grameen Danone Company produces yogurt called Shokti Doi which is aimed to fill nutritional deficits of people all across in Bangladesh. This company created this yogurt for customers and built strong relationship with customers, in order to bring daily healthy nutrition to low income nutritionally deprived populations in Bangladesh and alleviate poverty through the implementation of a community based business model in return. Thus company possesses good