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Business History: A History of Danone Nur Suhaili Ramli University of York, UK
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Business History: A History of Danone

Oct 20, 2014

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Business History: A History of Danone. Danone is a multinational company in today's world. This slide is focusing before Danone merged with other firms.
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Page 1: Business History: A History of Danone

Business History: A History of DanoneNur Suhaili RamliUniversity of York, UK

Page 2: Business History: A History of Danone

Who is Danone?

0Danone was founded by Isaac Carasso.0 It was founded in 1919, Barcelona, Spain.0Danone was named after his son Daniel, which in

Catalan, Danon is a nickname means Little Daniel.0 It was a family firm at the beginning of the business.0At the early beginning, the business was concentrated

on yogurts, as its product.

Page 3: Business History: A History of Danone

Beginning of Danone

0Daniel Carasso was born in 1905 in Salonica (now known as Thessaloniki in Greece), where his family, of Spanish descent , had lived in exile for more than four centuries.

0 In 1916, Isaac Carasso, Daniel’s father , decided to return to Spain and settle there for good.

0Three years later Danone was founded.0Ten years upon founded Danone, Daniel Carasso had

launched the Danone brand in France.

Page 4: Business History: A History of Danone

Daniel Carasso of Danone

Page 5: Business History: A History of Danone

Why yogurt business?

0The earliest business of Danone was yogurt.0Danone was a pioneer in yogurt industry in Europe

during that time. 0The yogurt is uncommon in European community

during that time.0 Isaac Carasso introduced yogurt, which was a popular

diet during Ottoman Empire – as he was an immigrant from Salonica that influenced by the Ottomans.

Page 6: Business History: A History of Danone

Yogurt as an example of food technology

0One of the most prominent examples a food technology that has a significant impact human health and lifestyle.

0Therefore, appalled by number of children suffering from intestinal disorders at the end of the First World War, Isaac Carasso started manufacturing yogurt.

0His idea to introduce and produce yogurt in Barcelona was encouraged by the research of Elie Metchnikoff.

Page 7: Business History: A History of Danone

One of the earlier packaging of Danone yogurt

Page 8: Business History: A History of Danone

How does the new product been introduced?

0Danone was started in a small town to cater the local needs especially childen in Barcelona.

0 It was introduced by prescription on Barcelona pharmacies – its was first introduced as a type of medicine to reduce children suffering of intestinal disorder.

0Word-of-mouth (wom) spread around by the local, and become familiar to the community.

0The product become strongly in market from Barcelona to many places in Spain.

Page 9: Business History: A History of Danone

Danone advertisement in Spanish

Page 10: Business History: A History of Danone

Danone brand on its way!

0 In 1923, Isaac Carasso sent his son Daniel to study in the E.S.C business school in Marseille, France.

0Daniel studied bacteriology to gain better understanding of ferments.

0 Isaac Carasso had advised his son to specialize in ferments, to innovate quality product in the future.

0Daniel ended up in the Pasteur Institute in Paris, France, later. It was where the foundation of dominant Danone started.

Page 11: Business History: A History of Danone

Introduced to the French

0Daniel Carasso launched Danone in Paris in 1929. 0Same happened to the French, they weren’t any more

familiar with yogurt. 0Series of marketing strategies occurred such as

quality of its product, packaging and presentation, and advertising.

0Daniel penetrated France by highlighting that yogurt beneficial effects on health.

0The French accepted a new diet called yogurt with a brand – Danone!

Page 12: Business History: A History of Danone

Danone factory in France

Page 13: Business History: A History of Danone

Obstacles to Miracles!

0 In 1941, Daniel Carasso was forced to leave France by the German invasion.

0He entrusted his close friends to look after and manage the business in Europe. Danone France to Norbert Lafont, and Danone Spain to Luis Portabella.

0Fortunately, upon his moving a year to the United States, he founded Dannon US!

0However, he changed the name Danone to Dannon in the US because to Americanize the sound.

Page 14: Business History: A History of Danone

Danone in the US known as Dannon US

Page 15: Business History: A History of Danone

Expanding to a Global Brand!

0 In 1945, Daniel Carasso returned to Europe where he fully utilized his energy, talent and networking in rebuilding his French and Spanish businesses.

0 In Europe, Danone business was booming especially between 1950 and 1966, the growth was spectacular.

0 The wholly-owned and controlled of a family firm was ended at the beginning of 1967, where Danone interested to merge with Gervais and later BSN.

0 From its merged with other two leading firms in the industry, Danone become a multinational and a Global Brand, which still among the top brand today.

Page 16: Business History: A History of Danone

References

0http://www.danone.com/en/press-releases/cp-mai-2009.html

0http://www.dannon.com/pages/rt_aboutdannon_onheritage.html

0http://www.ottomanhistorypodcast.com/2011/07/yogurt-in-history-ottoman-legacy-with.html