Dannon Case Study Essay

2154 Words Oct 18th, 2013 9 Pages
Steven Wallace
Case Study #3: The Dannon Company
Southern New Hamphire University
Due May 19, 2013

Introduction Danone, Dannon’s parent company, was one of the largest health-focused food companies in the world. Danone traced its heritage back to 1919 in Barcelona, Spain, when Isaac Carasso wanted to create yogurt with inherent health benefits. Through the years and different lines of succession, Danone continued to grow, but never lost its core vision of providing better health to people through their products.
When this case was written, Danone’s global business focus was on fresh dairy (Activia yogurt), bottled water (Evian), medical nutrition, and baby nutrition. Danone
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What consumers feel does not always translate to what they buy. According to a 2010 survey, more than 75 percent of consumers surveyed say that social responsibility remains important to them despite the recession. In addition, 38 percent of these respondents indicated that they would spend the same or more on products or services from socially responsible companies compared to 2009. Yet, according to the very same survey, these sentiments do not have a significant impact on favorability and purchase intent -- only 13 percent of folks actually proactively seek out CSR friendly brands and purchase them. (Lester, 2010)
The latter finding seems to agree with other academic research. According to another survey, CSR impacts a very small group of people, namely the affluent. This report went on to state in its conclusion, “consumers with strong social preferences (and high income) buy CSR products and consumers with weak social preferences (or low income) buy non-CSR products. (Etile & Tyessier, 2011)
General “assumptions” about CSR and consumer purchases may not be telling the whole story, though. Further research indicates consumers attach more CSR importance to certain industries. For example, the food and healthcare industries had an 88 percent importance rating for CSR initiatives – two of the top three in the entire survey (the other was energy). “Drilling down” even further shows the sector

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