Danone and Sutas free essay sample

Danone and Sutas Brand Description Danone is one of the biggest dairy corporate groups in the world and has an extensive portfolio of brands and products. Brand idea In the dairy products sector in Turkey, both company has a reputable brand image. The brand idea of both company focus to the natural products. Danone shows this with â€Å"Bringing health trough food to as many people as possible†. On the other hand, Sutas defends this idea with â€Å"Following us, take you to goodness and natural flavor. †. Both company works hard to support the main idea of the brands. Danone supports the organization to improve the milk suppliers and farmers and to raise milk production standards to the European levels such as ‘Farmer Improvement Programs’, ‘Healthy my milk, support my villages’. On the other hand, Sutas supports the supply chain approach which is based of total quality management-oriented business processes, to ensure the requirements of the concept of from grass to table. So the main production system is based on ‘Food Safety Management System’. When we look at both companies, we can say that Danone follows international business standards to maintain its brand idea. Besides, Sutas tries to preserve the name of the provider of fresh and daily milk provider continued for many years by traditional ways. Brand Image Danone is an international dairy producer company. When questioned on Danone’s brand image in any country, Danone products sold, consumers are more likely to answer ‘healthy’ and ‘pleasure’. In Turkey, consumers more likely to answer ‘high quality’, ‘healthy’, ‘foreign company’, ‘probiotic products’ and ‘pleasure’. However, the news published in Romaine about the Danone products containing carcinogenic substances affected the brand image of the brand in a bad way. Additionally the politics about Israel changed the thoughts of some consumers on the brand. As a conclusion of these situations, opposite brand image is occurred as a ‘pro-war’ and ‘unhealthy’ on the consumers’ mind. On the other hand, when questioned on Sutas’s brand image, most of the customers answer ‘fresh and daily milk’, ‘healthy’, ‘natural’ and ‘clean production’. This shows that Sutas could achieve to create a brand image parallel to its brand idea. Brand Awareness and Connection with Consumers * Brand awareness and Brand feelings As the two most popular of dairy products sector Danone and Sutas always take attractions of the consumers on the shelves. Turkeys milkman by consumers. This brand image brings to company high brand awarness in the markets. Especially Sutass daily milks attracts consumers in the shelves. When we look at the market researches, market share of Sutas still increases. In 2009, the total market share of Sutas was 15. 6 percent,in 2010 it was 17,5 and in 2011, it was 20,4 and in 2012, it increased to 23,6. On the other hand, Danone has been serving from 1998. When we look at Danone brand awareness, we can see Danone’s successful brand awareness works. Such as Danino’s campaign ‘Discover the Animals’. This campaign took the IAB Mixx Awards Europe in 2012 as the best brand awareness and positioning campaign. The â€Å"Discover the Animals† application has been used by 2 million different customers. It gained over 180,000 members who experienced the Danino’s web page. More than 500,000 magnets were sold and this number corresponds to 3 million Danino product sales all around Turkey. Additionally, Danone Activia campaign brings a high product and brand awareness to the company. At the first time, the product was launched to the market; brand image among consumers was occured as an old person’s yogurt for upset stomachs. A strategy team of Danone worked to develop a brand position and communication strategy that shifted Activia yogurt to an always on and actively working yogurt that keeps you, your best – Not just a probiotic solution for stomach aches. Market share of Danone increased across 10 percent with this 10 million dollar labor. Also Sutas launched Yovita, probiotic product to the market to take a share from 20 million dollar probiotic sector which constitutes 4.6% of the dairy products sector. However, Danone’s Activia has been loved by women more than Yovita so we can see that Activia’s market share is 55 percent and Yovita’s 45 percent. Most consumers think that Sutas’s Yovita is a follower of Activia in probiotic sector. On the other hand, in daily or pasteurized milk products, most consumers think that Sutas much more natural and healthy compare to the Danone. However, with the increase in the number of dairy products manufacturer, some consumers have been started to think that Danone and Sutas more expensive that the quality they offer. Point of Parities and Differences of Brands Sutas and Danone are the most powerful rivals of each other in the market. On the other hand, we can see that there are many differences as well as similarities. Sutas in dairy products sector from 1975, but Danone has been serving from 1998 in dairy products, from the end of 2007, it has been serving in baby and nutrition product sector. When we look at the production and distribution channels of the firms, Danone makes production in seven different cities around Turkey while Sutas manufactures in two facilities. Two companies give a big attention to distribution channels to reach each part of Turkey. However, Sutas give much more attention and labour to daily produced milk so it uses its distribution channels more effectively to deliver product produced every day in 12 hours, but Danone has no intention on this direction. Differ from Sutas, Danone has a high reputation and customer attention because it is a well-known international company and it tries to catch the international standards in production. On the other hand, Sutas has been serving for several years and having many years of experience in the dairy market gets self-esteem to the brand and high reputation. Also customers interiorized Sutas as traditional dairy manufacturer. Sutas has more products choice in dairy product sector compare to Danone. Danone serves in dairy product sector more, Sutas services in the market with milk, cheese, yogurt, butter, baby and childrens products, fitness and health products, fresh dairy desserts, industrial products and products of mass consumption outside the home. Sutas is known as ‘Turkey’s milkman’, but Danone has no such kind of specific product positioning in Turkey. Both company allocate significant budget for the social responsibility projects and make organizations and events in this purpose.