1

2

De realiteit van de dag

3

‘We moeten als merk weer relevant worden in het leven van mensen’

4

Verlies van vertrouwen

5

VERBINDING

6

Sta je als merk aan mijn zijde?

Geef je echt om mij?

Probeer je echt om dingen beter te maken voor mij?

Kan ik je echt vertrouwen?

Probeer je echt om van mijn wereld een betere plaats te maken?

Krijg ik een stem?

7

Van de consument centraal stellen naar de mens

centraal stellen..

8

Functional Benefit, Purpose

& Persoonlijkheid

9

Een merk is niet langer een abstract concept

10

Mijn baan: 100% focus op mens, shopper, consument &

verbinding

11

12

Storytelling avant la lettre. Twee belangrijke momenten in de geschiedenis van Danone in 1919 en 1972

&

Social & economic dual project

In 1919: an original yoghurt with health

benefit

13

Gezondheid in 4 divisies

Dairy MedicalWater Baby

14

Glocal

15

But one-way communication to consumers. No broader presence in

society, no bonding

We are a Small Player in a Big Market

Market share value

Campina

PL

Danone

Arla

Almhof

Yakult

Other

Our reality: the position of Danone in the Netherlands

People grown up with dairy & market leader and cooperative Campina.

DNA = Locality and milk from farmers

Despite that we were able to build the brand in a positive way

Consumer Retailer KOL

35,8% MS val39,6% MS vol

12,6 % MS val5,5% MS vol

16

Wie klein is moet slim

zijn

17

Versterken van onze connecties met de buitenwereld

Consumer connection

FULL CONNECTION, ENGAGE

MEDIA

2012

2011

&

Shopper connection

Persoonlijk Begrijpen

Persoonlijk Activeren

Customer connection

Inkoop - Sales

Multidisciplinair

Stakeholder connection

Stakeholders

Health

18

Merken met heel verschillende doelgroepen en eigen uitdagingen en kansen

19

De basis staat bij ons goed maar we willen beter

20

Met verschillende brillen kijken. Mens, boodschapper

en consument

21

Verschuivingen in middelen

22

Verschuiving in middelen

23

Van een ‘opgeblazen gevoel’ naar ‘ritme als voorwaarde

voor lekker leven’

24

New Prevalence

24

Convinced Frequent

Convinced Occasional

Captive

Unconscious

NonCore Symptoms

Not Prevalent

TOTAL Not Prevalent

TOTALPrevalent

NetherlandWomen 18-70

100% (20.2% Activia Users P6M)

16,6 million (3.4 million Activia Users)

Rep. Base : 753RB Activia Users: 152

NEW

11.4%(7.0%)

1.9 million

(0.13 million)

88.6%(21.9%)

14.7 million

(3.2 million)

42.0%(28.5%)

7.0 million

(2.0 million)

3.7%(7,1%)

0.6 million

(0.04 million)

34.8%(18.7%)

5.8 million

(1.1 million)

11.6%(8.1%)

1.9 million

(0.2 million)0.3%

(0%)0.05 million

7.7%(6,9%)

1.3 million

(0.08 million)

Data in ( ) = Activia User Base

The incidence of Activia depends on the prevalence.

Causes & Symptoms Synthesis: Digestive Disorders in Average

New Prevalence 88.6%

ACTIONS (E.13.)

SPECIFIC PRODUCTS (E.15.)

CAUSES (E.8.) SYMPTOMS (E2.ab)

Nothing special 25.4

Eating certain types of food, like

spicy, or fatty23.6

Not drinking enough water 16.8

Eating too much, excesses 16.2

Stress / nervousness 15.3

Gas / Flatulence 51.0

Feeling bloated 44.8

Diarrhoea 43.8

Pain / Spasms 41.5

Stomach gurgling 40.9

Watch what I eat 36.5

Drink more water 32.6

Take a rest 26.3

Consume products that help me during

this time20.5

Drink products that help me during this

time13.8

Ihave some specific time 54.6

You do not have any specific time 45.3

After dinner/evening meal 34.9

Before going to bed 10.7

Between lunch and dinner 9.3

Generally after eating 19.6

Whenever you change my eating habits 16.7

When you are stressed/anxious in general 15.8

Irregular lifestyle 15.2

During holidays 14.7

Feel not at my best 38.1

Feel uncomfortable 32.8

With pain 31.9

Feel fat 28.1

Tired / have low energy 25.7

Water 70.8

Brown Bread/Whole Bread 62.9

Fresh Fruits 59.3

Fresh vegetables 57.6

Tea 42.3

Yoghurts (in general) 32.3

Boiled vegetables 31.7

Fibre (All Bran, Cereals) 29.5

Fruit juice 23.3

Activia 19.0

MOMENT OF DAY (E.7.b)

SPECIFIC SITUATIONS (E.7)

ASSOCIATED DISCOMFORTS (E.6.)

Base Prevalent: 665

26

The Ladder: Total Non Consumers Prevalent

Base: Non Consumer P6M Prevalent (521)

5 Superior

4 Credibility

3 Relevance

2 B. Understanding

1 Awareness

6 Negative

Prioritizing the barriers, the relevance of benefit one is the main problem, and the negative (price) is the second one.

27

While there are universal themes that unite women aged 45–65, it is actually an incredibly transitionary

and diverse stage of life.

Women go through a variety of different phases and roles within this

age group, impacting on their priorities, lifestyles and outlook on

life...

•Have teenage kids, who are still dependent

•Looking for more time for ‘me’ but it’s difficult

• No kids and in charge of agenda

• Life revolves mainly around family, friends and career

• Kids now in early 20’s, but still living at home

• Partly looking forward to freedom, but also dreading the ‘void’

• Recently gone through divorce or suffered death in family

• Slowly having to readjust to new life

• Grandkids have arrived

• A chance to apply wisdom & experience

• But on their terms now – controlling their time & freedom

From the age of 45-65 there are six distinct stages of life...

2828

Independent

Family CEO

• Kids have left home and are independent

• Freedom at last! • Now have time to focus

on ‘me’

Picking up the pieces

Gran

Me Time Nearly Free

29

30

50+ is niet oubllig

32

33

33

35

Always walking our consumers shoes

36

From Insights to Connected Insights

WHAT I HEAR I FORGETWHAT I SEE I REMEMBERWHAT I EXPERIENCE I CAN ACT UPON

Confucius

Healthier Habits made irresistible 37

Lessons Learned

Lessons Learned

38

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