LyrArc Article Gist
Christina Passariello's exceptional report from Richard Toll in Senegal on Danone's 10 cent Dolima drinkable yogurt, which is a popular snack for Senegalese. This is part of an effort to reach customers in emerging markets such as Indonesia, Mexico and other countries who live on food budgets of 1-2 dollars a day. Sales of Dolima are growing by 10% each month. The first emerging market yogurt product was a 10 cent plastic 70 gram bottle introduced in Indonesia, which took off quickly with 10 million bottles sold in the first 3 months at the end of 2004. It is popular with low income Indonesians and especially with children. In 2006 Danone introduced a 7 cent yogurt product called Shakti Doi "gives strength" in Bangladesh, with sales initially planned for rural villages but later placed in urban stores. In 2008 the concept was taken to Sengal. To do this Danone's CEO, Franck Riboud, sent a senior product manager Isabelle Sultan who had worked on the Bangladesh project to Senegal. She came up with several new ideas to improve an existing product by improving the flavor and making it creamier, using the Senegalese flag colors of red, yellow and green on the package to help illiterate customers recognize the packaging, and priced it at the 50 CFA coin or 10 cents, a common coin used in Senegal. The name "dolima" means "give me more" in the local Wolof language. In 2009 42% of Danone's sales were from emerging markets, increasing from 6% 10 years earlier. Danone now reaches 700 million people and is aiming at reaching one billion customers by 2013. Other products include water at 15 cents in Mexico- where the alternative for many rural Mexicans is soft drinks that increase obesity. P&G is promoting hygiene for women in Mexico with its low price shampoos and feminine hygiene products and helping improve the quality of life for ordinary Mexicans.