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Danone and P&G's (Procter & Gamble) innovative strategies for reaching low income customers in emerging markets.
12/12/2009
In 2004 Indonesian managers showed Franck Riboud, CEO of Danone, a pyramid of customers in Indonesia's population of 240 million people. It showed only 20 million customers at the top of the pyramid as the only ones who could afford Danone products. At that point Ribaud made up his mind to go after the large number of people at the lower end of the pyramid and come with strategies to do this profitably. By 2010 46% of Danone's sales were from emerging markets, up from 10% a decade earlier, showing the pace of the change. Unilever, P&G, Nestle, Colgate-Palmolive and other companies are following similiar strategies. P&G has used Mexico as a lab for experimenting with new products at low price points and Danone has done this in Indonesia.
Linked Articles
Danone Expands Its Pantry to Woo the World's Poor
Wall Street Journal 06/25/2010
P.& G. Sees the World as Its ClientNew York Times 12/12/2009
Unilever and P&G (Procter & Gamble) - competing in emerging markets
03/22/2007
Linked Articles
P.& G. Sees the World as Its Client
New York Times 12/12/2009
As Its Brands Lag at Home, Unilever Makes a Risky BetWall Street Journal 03/22/2007
The strategy of passing on food price increases in emerging markets of Unilever, P&G (Procter & Gamble), Danone and Nestle
04/30/2008
Linked Articles
Grain Companies' Profits Soar As Global Food Crisis Mounts
Wall Street Journal 04/30/2008
Unilever Sales Rise as Its Prices ClimbWall Street Journal 11/04/2011
Unilever's bet on emerging markets in India, China, Indonesia and other countries
03/22/2007
Linked Articles
As Its Brands Lag at Home, Unilever Makes a Risky Bet
Wall Street Journal 03/22/2007
Unilever Sales Rise as Its Prices ClimbWall Street Journal 11/04/2011
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