An undisputed leadership worldwide
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1 Thomas KUNZ
2 An undisputed leadership worldwide Danone World Market Share in % More than 80% of Danone Sales from countries where we are #1 #1 #2 Other position Value Market Share ytd january 2012 retail panel (Nielsen et IRI)
3 But Growth Dynamic has slowed down since 2009 Like-for-like sales growth 7.0% 10.6% 7.6% 9.2% 9.7% 11.8% 7.4% 9.4% 12.4% 7.7% 6.5% 4.6% 1.6% 2.2% M 2012 Historical data restated to exclude Bledina
4 Europe weakening ever more, NORAM & CIS accelerating, ROW resiliently holding growth Like-for-like sales growth Europe NORAM & CIS Rest of the world M 2012
5 Differentiated growth trends and Unimilk integration leading to a more balanced geographical footprint Sales by region Europe NORAM & CIS Rest of the world 20% 22% 34% 28% 58% 38% M 2012 Source: Internal Sales Total Dairy
6 The Dairy roadmap A new strategy for growth
7 The Dairy roadmap for growth GROW CATEGORY RE-CONNECT WITH CONSUMER EXPAND GEOGRAPHICAL FOOTPRINT Love our Product STABILIZE EUROPE CONTINUE BUIDING EMERGING GO TO AFRICA
8 The Dairy roadmap for growth
9 A deep conviction about the category Yoghurt
10 The perfect food
11 Yoghurt has a high nutrient density Fats and oils Cheese Grains Calories /100g 200 Sweets Meat, poultry & fish 100 Eggs Desserts Milk & yogurt Fruit Vegetables Nutrient density per calorie Algorithm Encouraged nutrients (protein, fibre, vitamins, minerals) Nutrient = - Density To limit nutrients (sugar, fat, sodium)
12 Clearly defining our Category Battles Brands Reinforce trust in the specific brand benefits Probiotics Make Probiotics a health reality Yoghurts Re-establish Yoghurts daily health relevance Rooted in Dairy as a fundamental food to be consumed 3 times a day
13 Yoghurts: our most important battle an essential part of a balanced diet Yoghurt is a smart choice thanks to its high nutrient density Yoghurt should be at least one of our daily dairy consumption 15 P B12 Protein The battle for YOGHURTS
14 With government and associations. Ministry endorsement Program Guadagnare Salute Sponsor : Industry collaboration TV Pot lid messaging Sampling Website Teachers guide Il Ministero della Salute raccomanda E un alimento bilanciato e correttamente proporzionato Scopri di più su
15 and direct to the consumer On-pack J DANONE 1YaD on POSMs Promo 1 yoghurt a day Instore
16 Love our Product The Dairy roadmap for growth
17 Introducing a new Marketing model Previous Success Model New model Products Obsess about specific health benefits Obsess about delivering great products Brands Resource allocation mainly to subbrands Fully leverage the strength of DANONE Communication Maximize broadcast GRP s Focus on targetted engagement of heavy/medium users
18 Love our Product The Dairy roadmap for growth
19 We have a new obsession New technologies Irresistible Products Love our Product Great Packaging Innovation Clear Portfolio
20 Visible quality for consumers Great packaging
21 Visible quality for consumers Great packaging Before After
22 Create value thru innovation Innovation Confirmed success of Oikos in Noram Healthy Natural, Low or no fat OIKOS USA closing the gap on velocity with competitori and leading velocity in Canada Tasty Creamy-thick texture Filling High protein Triangle of awesomeness Launch in July % of total brand Light & Fit franchise come back to positive Sales/KG COGS/KG +40% X2 Also successful under Light & Fit Highly valorized plateform
23 The Dairy roadmap for growth Love our Product Communication OLD Maximize broadcast GRP s NEW Focus on targetted engagement of heavy/medium users
24 CRM Don t count the people you reach
25 From mass media to targeted investment on high value consumers % Brand Volume HIGH VALUE CONSUMERS MEDIUM VALUE CONSUMERS LOW VALUE CONSUMERS NO CONSUMERS 20% 30% 50% 0% 60% 10% 30% 15% 10% 25% 0% 50% Recruiting a new consumer costs 7 times more than selling to existing consumers * % Consumers % Mass Market Support % Brand Volume % tailored PPE HIGH VALUE CONSUMERS 20% 60% 60% MEDIUM VALUE CONSUMERS 30% 30% 20% LOW VALUE CONSUMERS 50% 10% 15% NO CONSUMERS 0% 0% 5% % Consumers % Mass Market Support
26 Economic CRM will be from DANONE BRAND aiming at increasing LIFETIME VALUE of Heavy Users Households ECONOMIC VALUE EMOTIONAL LOYALTY INCREMENTAL SALES short term BRAND IMAGE & ENGAGEMENT medium/long term
27 E COUPONS + LOYALTY GIFTING PROGRAMS
28 The Dairy roadmap for growth Love our Product Brands OLD Resource allocation mainly to subbrands NEW Fully leverage the strength of DANONE
29 The Dairy roadmap for growth STABILIZE EUROPE CONTINUE BUIDING EMERGING GO TO AFRICA
30 Stabilizing Europe Adapt Portfolio & offers to new context Consumer connection: Great products CRM Continue Productivities & Adapt organisation
31 US: Widening the leadership gap x 2.1 Danone Greek (1) $ sales YTD 2011 YTD 2012 US Value Market shares Source : IRI Multi-Outlet with Walmart , Total Danone Competitor 1 Competitor 2 Danone Greek (1) Q Q (1) Dannon + Stonyfield + Light & Fit Greek
32 YoCream YTD Sep 2010 YTD Sep 2011 YTD Sep 2012 Rapid growth attained with addition of new moments of consumption.
33 Danone becomes majority shareholder of Centrale Laitière in Morocco Dairy Value Market shares* 2011 Sales: ca. 600 mln 2011 EBITDA Margin: 16.9% Competitor 2 5% Others 12% Competitor1 20% 63%
34 We are well armed to execute our priorities in our geographies GROW CATEGORY RE-CONNECT WITH CONSUMER EXPAND GEOGRAPHICAL FOOTPRINT Love our Product STABILIZE EUROPE CONTINUE BUILDING EMERGING GO TO AFRICA
DANNON US MARIANO LOZANO GENERAL MANAGER DANONE NORTH AMERICA
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