Discount in the given order. One of the main attributes for the Carouser’s first place was the balance between low price and good quality with attractive packaging even though Deanne was the market leader when concerning the market share. The aim of the marketing strategy for Deanne is to gain back the market share it has lost during damaging its premium brand position. We decided to make Demon’s SOOT to determine its strengths, weaknesses, opportunities and threats in Spain. By the analysis we named action that can be done in the future in order to increase the market share of Deanne.
Strength quality (packaging, structure of the yoghurt, – variety of product line – well known for its good quality and healthy products – development of new products & innovation – advertising (attracts kids) – known brand – web page discount + agreements with the shops – strong financial situation – a number of CARS activities and initiatives to benefit and support the stakeholders Weaknesses – high pricing strategy (premium brand) – competition from big competitors in every segment, which means limited market share for Deanne – presence of many competitors means high brand switching Opportunities the market of healthy products is growing – using discount coupons – street marketing & viral marketing – cooperation with Kellogg – renewable packaging – acquisitions and mergers – new placement of healthy products Threats – economic crisis – rising popularity of generics – increase in cost of raw materials – acquisition by competitor – though competition strengths, and the brand continues to improve those strengths all the time. Indeed, in terms of quality, Demon’s products are the best in Spanish market with healthy, tasty and good structured products. Moreover, with a unique attractive packaging, Deanne stands out from the other brands on the market. The variety of its product lines give Deanne the strength to meet perfectly the demand.
In this way the brand can respond to all the customers’ needs, in accordance with the different target groups, wants and customers’ tastes. All the products can be seen on the web page: http://www. Deanne. SE/Product/ Deanne/#. UxzBm3kh5GM Moreover, the company is focused on research and development, and in this way concentrates a large part of its work on development of new products and innovation. This aspect makes Deanne a brand concerned about the future and its nonusers’ future needs. This is why today Deanne is a brand with a worldwide reputation, well known by most of the people, and an example for other food- processing industry brands.
In addition to that, Deanne has weapon discounts and agreements with shops which push new clients to buy and current clients to buy more. Finally, Demon’s advertising represents an important strength for the company because they have strong marketing campaigns. This way, the brand catches all customer’s attention depending on the target endorsed. Advertising varieties depending on the product line and the main target market. For example, many of the brand’s advertising are focused on kids and their needs, which is making the products for kids very attractive. At the same time Deanne is giving valuable attributes for parents to make the final decision to actually buy the product especially when it comes to the healthiness or a daily need of certain vitamins and calcium.
Moreover, their advertisements are brilliant to attract new clients for their different product lines. High pricing strategy can be considered as a weakness for Deanne when considering the economical situation. As a premium brand Deanne has a “label” of a better and ore expensive product that can drive customers to consume generic brand products. Moreover, Deanne has permanent competition from big competitors, like Kraft Foods or Nestle, in every segment, and Demon’s sales decline compared to those competitors. Finally, the presence of many competitors means high brand Deanne is a well known brand with a great reputation worldwide that implies plenty of opportunities in the Spanish market.
People are more health concerned than ever, and this trend is making its way to the Spanish culture as well. As mentioned before, Deanne has a large product line where healthy products such as Actively and Pro cohorts with added protein. Especially in Spain where the weather is good and the so called bikini season is longer because of the warm weather, people tend to take more care of their body shape and healthiness, which enables Deanne to promote and sell its innovative and health concerned products to Spanish people. In addition as shown in the graft below, the demand of yoghurt is increasing year by year meaning that customers are willing to consume such products.
One of the main weaknesses of Deanne is the high pricing strategy that can make customers turn away to consume generic brand products. Thereby Deanne could start using discount coupons temporarily. The coupons would be placed as part of the packaging with a 10% discount. Discounts will not be able to be combined with other discounts and it could be used in the next purchase of any Deanne products. The main idea is to give a small discount to lower the threshold for purchase without actually decreasing the real price. At the same time this kind of discount coupons creates a continuous circle of purchase and creates stronger customer relation for the products.
The real difference of the price would not be significant regarding to the loss of venues of Deanne but would give added value for the customer to consume Deanne products. Since Deanne would not lower the real prices but use this kind of discount, it would not harm Demon’s premium brand status. Spanish culture is used to the street marketing and handing out flyers especially in the bigger cities as Madrid. Instead of giving tasting of the Deanne products in the supermarkets, it could be a great opportunity for Deanne to place a stand into a centric place of a big city, give tasting and share information especially about the healthy products. Thereby Deanne can make its most innovative and special products milliamp to the new customers.
In addition, Deanne could advertise its loyalty club that offers plenty of discounts. Catchy that people would be able to make viral. It could be a small competition, flash mob or a game where customers can be active and be part of Deanne. In addition, it is often forgotten or unknown that Deanne is paying high attention to environmental issues and acts socially responsible. Therefore street marketing gives Deanne an opportunity to communicate with customers and show the great work behind its products. This kind of positive information is likely to leave a mark to the customers and make them consume Demon’s products in the future. Deanne offers healthy products and concentrates its promotion on that aspect.
This is why we decided to gather some healthy products in specific places, on the first hand. For example, we want to place healthy products, especially products with extra protein, in sport clubs, to familiarize sport-people who like having a snack after their training, with the brand, and to convince them to eat healthy products. On the second hand we want to establish special machines in private universities to spread Demon’s products. In this way, we distribute healthy product to young people, who are more concerned by the “healthy trend” than people of the older generations. It is true that recyclable packaging may be seen as a new concept.
Nevertheless, it is a necessary one. Materials such as plastic, glass, metal, cardboard or paper may be reduced. To replace this, some alternative products may be used but still maintaining stability and quality. It is an economic benefit, every stage of the recyclable packaging offers potential savings that can make a great contribution to the environmental protection. Besides the economic factor, it also encourages low energy production technologies, reduced transportations and waste minimization. After this analysis we may ask ourselves, what about Deanne? We recommend a packaging in green color, which will have a resemblance with the environment.
In this packaging the consumer will be able to visualize written facts about the ecosystem, as well as quotes about nature. To increase the interest in the product an extra souvenir will be provided, a disposable spoon in the shape of a leave, this will be attractive to our customers’ eyes. In this way we can differentiate ourselves from the market and mostly, from our direct competitors. Parent Company : Kellogg Category : Food processing Tagging/ Slogan : Bring out best to you USPS : First company to enter into readmes cereal breakfast segment Segment : Food- cereal breakfast and beverages Target Group : Family and children looking for healthy tasty breakfast Positioning : Healthy and tasty breakfast Product Portfolio