pitch brief dannon

NEW BUSINESS PITCH BRIEFDANNON

CONTENT WORK PROJECT

OVERVIEWDannon is currently inviting agencies to pitch for content creation projects, in an effort to “get to know” potential agency

partners and identify the best for future brand projects. In a recent email sent from a Dannon spokesperson to adage.com, the yogurt brand says it’s

“Looking at a diverse list of agencies that have strengths in areas including digital strategy, social and content creation."With agencies including Weld, GW Hoffman and Y&R on the pitch invitation list, competition to win the bid is fierce. The

winning agencies will have to find ways to stand out in an already stellar crowd. We think the key to getting into Dannon’s good graces is to present a pitch that shows just how well you understand their company - and most importantly, their customers.

BACKGROUND SUMMARYDannon was established in the U.S. in 1942 as a subsidiary of the much older Danone, a multinational food and beverage

company that has been in business since 1919. For the last 75 years, Dannon has exceeded consumer expectations by consistently delivering high-quality, wholesome, nutritious and innovative fresh dairy products, waters, early life nutrition and

medical nutrition products. Its subsidiaries include Stonyfield Farm, Wahaha Joint Venture Company, and Griffin’s Foods.

Danone is a company of passionate people, energized by a mission “to build health through all of life’s stages.”Their content reflects these values, and adds:

• Cultivating a taste for things that are good for you.• Feeding young children and vulnerable people, as well as those in good health.

• Adapting our products to all cultures.• Exploring what scientific research can bring to our daily diet.

Dannon, specifically, makes more than 200 different flavors, styles and sizes of cultured dairy products. They’ve come a long way since the early days - in 1947, for example, few Americans had ever tried yogurt, although it was a dietary staple in Europe.

Through Dannon’s marketing efforts, along with their revolutionary “fruit on the bottom” yogurt products, yogurt is in nearly every home in America.

market share ANALYSISDannon’s four main brands, classic Dannon, Oikos, Activia, and Light & Fit, combine to take over a substantial share of the U.S.

yogurt market, especially in the southern states. Light & Fit performs best across the country, followed by Oikos.

8.3%

25.5%

22.5%

43.7%

NORTH EAST

7.7%

25.0%

19.9%

47.4%

MIDWEST

9.6%

25.3%

22.7%

42.4%

SOUTH

7.7%

25.4%

23.8%

43.1%

WEST

9.0%

26.9%

21.9%

42.2%

PRODUCT PORTFOLIO

Dannon Light & Fit nonfat yogurt is a snack for those on a weight management journey. Enjoy as part of a balanced diet and healthy lifestyle. Try our variety of flavors including our 80 Calorie per 5.3 oz Light & Fit Greek Nonfat Yogurt!

Delicious Activia, with the exclusive probiotic Bifidus Regularis Activia helps regulate your digestive system when consumed daily for two weeks as part of a balanced diet and healthy lifestyle.

A traditional Greek yogurt with a rich, creamy-thick texture that is deliciously good.

Danimals is where nutritious dairy meets delicious fun! Danimals Smoothies and SuperStars contain Only the Good Stuff in fun fruity flavors your kids will love!

Help start them off strong with Danonino dairy snacks, with 2x the calcium of leading kids yogurt* Danonino cups come in yummy flavors they would not be able to resist.

DanActive helps support your immune system when consumed regularly as part of a balanced diet and healthy lifestyle.

From our family to yours, Brand Dannon offers a variety of high quality great tasting yogurts.

Market penetration highlights the propensity of north easterners toward yogurt like Light & Fit and Activia. Dannon’s penetrates the best in the Midwest and especially in the West where greatly outperforms the competitors. In the south Activia

and Oikos dominate the landscape.

PENETRATION ANALYSIS

22.9%

22.5%

1.8%

4.1%

NORTH EAST

13.2%

17.7%

26.6%

27.7%

MIDWEST

70.1%

36.1%

50.7%

25.4%

SOUTH

4.0%

17.5%

23.1%

70.6%

WEST

AUDIENCE ANALYSISTARGET SEGMENT: DANNON CUSTOMERS

AF

FIN

ITY

16

71

82

14

11

54

53.53%

REACH

22.57% 37.18% 71.83% 92.31%

19

8

PUBLICFOLLOWERSOUTDOOR

ENTHUSIAST

SPORT LOVERS

MOVIE LOVERS

MUSIC LOVERS

BUSINESSPEOPLE

BEAUTY &WELLNESS AWARE

FOOD LOVERS

FASHION LOVERS

GAMERS

TRAVELLOVERS

SOCIAL ACTIVIST

CAR LOVERSHOME DECORATORS& DIY’S

GENDERFemale (85%)

AGE45-54 (41%)

STATUSMarried (54%)

FAMILYNo Kids (58%)

EDUCATIONCollege (63%)

INCOME$40K - $70K (62%)

# NAME REACH POPULARITY RELEVANCE

2

3

4

5

6

7

8

9

10

1 Food Lovers

Beauty & Wellness ...

Fashion Lovers

Car Lovers

Homemakers

Pet Lovers

Social Activist

Movie Lovers

Travel Lovers

Public Figures Foll...

92.31%

89.49%

85.14%

66.8%

66.26%

62.76%

62.5%

60.36%

60.07%

57.75%

182.21

192.07

186.24

197.32

198.89

198.87

182.98

168.62

187.5

188.3

188.12

194.68

190.79

198.11

199.10

199.07

188.61

179.05

191.61

192.14

DANNON CONSUMER PASSION - FOCUS: BEAUTY


2

3

4

5

1 Make-Up and Cos...

Fitness

Vitamins & Supple...

Bodyart and Tattoos

Hair Care

51.18%

18.18%

15.26%

5.26%

28.38%

187.15

129.86

163.64

72.71

190.64

191.33

152.92

175.19

114.61

193.42

TRENDS

-20.00%

+0.0%

-50.0%

+50.0%

+0.0%


2

3

4

5

6

7

8

9

10

1 Maybelline New York

Covergirl

ChapStick

Olay

Sephora

L'Oréal Paris

Clinique

Estee Lauder

Essie Nail Polish

Burt's Bees

10.62%

10.37%

7.69%

7.45%

7.22%

7.06%

6.98%

6.06%

5.56%

5.44%

195.94

187.55

187.63

195.75

139.24

194.92

191.41

197.77

193.93

189.66

193.95

190.07

189.29

193.54

158.66

193.32

191.52

191.11

192.1

190.03

BEAUTY GENRES TOP 10 MAKE UP & COSMETICS BRANDS


Dramas

Comedies

Reality Shows

Talent & Variety Sh...

Talk Shows

Sci-Fi & Fantasy Sh...

Family-Oriented Sh...

Documentary & No...

1

2

3

4

5

6

7

8

69.55%

59.95%

51.72%

34.38%

32.55%

29.8%

25.38%

15,86%

86.33

38.23

103.91

103.93

77.32

40.72

58.76

57,35

124.2

92.13

135.9

135.87

118.15

93.75

105.74

104,76

TRENDS

-22.00%

+0.0%

+20.9%

+36.3%

-15.3%

+61.9%

-20.8%

-13.3%

REACH RELEVANCE

10068364.81%3.61%2.40%1.20%<0.01% 132 164

House

NCIS

Criminal Minds

Bones

Grey’s Anatomy

CSI: Miami

Dexter

Glee

Dallas

Rizzoli&Isles

DANNON CONSUMER EMOTIONS - FOCUS: TV SHOWSTOP TV SHOW GENRES TOP 10 DRAMAS


Websites

Apps

TV

Magazines

Radio

Newspapers

1

2

3

4

5

6

95.71%

82.25%

73.35%

52.39%

36.71%

9.01%

122.19

156.66

131.16

97.42

55.87

39.85

148.12

171.09

154.08

131.58

103.87

92.99

TRENDS

-5.2%

+2.8%

-4.9%

-2.7%

-8.2%

-28.9%


Websites

Apps

TV

Magazines

Radio

1

2

3

4

5

95.71%

82.25%

73.35%

52.39%

36.71%

122.19

156.66

131.16

97.42

55.87

148.12

171.09

154.08

131.58

103.87

AF

FIN

ITY

13

01

57

90

10

9

53.53%

REACH

22.57% 37.18% 71.83% 92.31%

18

8

FOOD

TRAVELHEALTH

MOVIESGOSSIP

FASHION

GREEN

BEAUTY

MUSIC,ENTERTAINMENT

NEWS &SEARCH ENGINES

POLITICS

BUSINESS

TECHNOLOGY

DANNON CONSUMER CONNECTIONS - FOCUS: MEDIAMEDIA GENRES

TOP 10 FOOD WEBSITE

WEBSITE GENRES


2

3

4

5

6

7

8

9

10

1 Dr. Mehmet Oz

Dr. Phil

Jillian Michaels

Oprah Winfrey

Ellen DeGeneres

Mayhem

Joyce Meyer Ministries

Theresa Caputo

Joel Osteen Ministr...

Phil Robertson ...

6.34%

3.87%

5.34%

5.97%

8.16%

3.86%

5.37%

4.06%

5,69%

3,38%

187.46

184.79

165.56

164.07

150.35

147.02

140.69

136.12

115,46

114,92

189.44

186.18

175.51

174.59

166.04

162.77

159.46

156.03

142,91

142,01

REACH RELEVANCE

10068364.81%3.61%2.40%1.20%<0.01% 132 164

Other Famous People

Actors and Directors

Fictional Characters

Writers

Politics

Models

Chefs

Artists

DANNON CONSUMER INFLUENCES - FOCUS: FAMOUS PEOPLEFAMOUS PEOPLE GENRES TOP 10 OTHER FAMOUS PEOPLE

If you needmore insightson this target andits competitors

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