across the board has contributed to the overall success of the company. The non-profit Institute prides itself on “…improving the health and well-being of the people living in the communities we serve, as well as supporting the overall field of nutrition (Dannon Institute, About).” These key factors of Dannon and The Dannon Institute both focus on providing its users with maximized health with the regular use of its products. Dannon and CSR: The Role of Parent Companies The intent to communicate CSR programs plays a benefitting role in the impact of Dannon’s corporate parent companies through the increased market for users in the larger consumer group. The overall success would be indicated on the benefits felt throughout the top of the pyramid of the corporation. A proving measurement would be indicated in larger financial numbers, and an increased number of buyers of the Dannon brands. Similar to the “Trickle- Down” theory—the Pyramid of financial wellness would also gain a pulse in the CSR Programs in Dannon and the larger parent companies as a result.
Octavio Krause 4 Danone’s role in pushing the Yogurt trend to expand into United States with Dannon’s Yogurt has steered the company to where it is in present day. A major increase in U.S. Yogurt consumption was noticed when Dannon entered the realm of the American diet. “As of 2008, the total U.S. yogurt category was $3.7+ billion, growing at about 1.5% per year (HBR 5).” These statistics continue to grow as the majority of U.S. households currently eat yogurt on a regular basis. Communication Strategy for Dannon’s CSR Campaign Although Dannon currently offers programs “…to make healthy eating accessible to children…(through offering)…low-cost blended yogurt called NutriDay…”—the span of wellness could be expanded at even higher levels. This type of thinking should be expanded past the limits of this program if Dannon really wants to meet a larger audience of potential Yogurt- Eaters as well as other consumers of their other brands. A current trend that would help the company reach this would be promotions in which savings could be passed down to consumer groups. Perhaps Dannon could benefit from an easier method of participation for their customers aside from the “Lid Campaign.” The ability to capture the attention and keep it with consumers is increasingly difficult with the myriad of promotions, advertisements and viral campaigns. The fact that people’s time is valuable than ever before is a challenge that will not only remain, but continue to increase. The fact that people have to save the old lid from their yogurt, log-on to a website and enter a code from the dirty foil top is not something that most people want to do.
- Summer '14
- Nutrition, Corporate social responsibility, Groupe Danone, Dannon, Isaac Carasso