Essay on The Dannon Company and Corporate Social...

Introduction Late in 2009, The Dannon Company (Dannon) had a dilemma in whether to make public their long-standing Corporate Social Responsibility efforts. Dannon after sixty-seven years of enter the U.S. market was on the verge of becoming the U.S. domestic market yogurt leader. To help achieve this Dannon’s senior director of public relations, Michael Neuwirth was contemplating how their corporate values and long-standing Corporate Social Responsibility would be able to assist Dannon achieving the leader as the U.S. domestic yogurt producer (Marquis, Shah, Tolleson, Thomason, 2011). Danone is a yogurt company, which was founded by Carasso’s father, Isaac Carasso in Barcelona, Spain, in 1919. Danone first introduced an innovated†¦show more content†¦At this time Dannon had 17 product categories growth expected to continue. Dannon used the 1980s and 1990s as an innovation period (Marquis, et al., 2011). During this time, Dannon capitalized on the Federal D rug Administration’s approval of aspartame, which led to â€Å"Dannon Light† (Marquis, et al., 2011). In addition, during that period, Dannon entered the children’s sector of the market and with the innovation of premium yogurt Dannon entered the desert market sector. In 1994, after Danone’s strategic reorientation, Danone centered their products on health and Dannon’s product innovations became centered on health benefits (Marquis, et al., 2011). Dannon has now grown into a company that is headquartered in White Plains, New York, Dannon manufactures their products in Minister, Ohio, Fort Worth, Texas, West Jordan, Utah, and Portland, Oregon employing more than 1300 people (Sustainable Development Overview, 2011). Dannon produces and sells more than 100 different types dairy-based products (Sustainable Development Overview, 2011). Following closely in the footsteps of its parent company, Dannon actively maintains a high level of commitment to C orporate Social Responsibility (Marquis, Pooja, Tolleson, Thomason, 2011). According to the â€Å"2011 Sustainable Development Overview† report, â€Å"Innovation continues to drive Dannon as we look for new ways to incorporate both economic and social objectives in our daily activities† (SustainableShow MoreRelatedThe Dannon Company830 Words   |  4 PagesTHE DANNON COMPANY: MARKETING AND CORPORATE SOCIAL RESPONSIBILITY (A) Question 1) Should Dannon proactively communicate its CSR activities to the public? Discuss pros and cons of your decision. Answer: Dannon should not communicate its CSR activities to the public. Dannon and Yoplait are the two leading company in US with Yoplait have 35.4% market share and Dannon is second with 28.9% market share. Dannon is not tooRead MoreDannon Case Study Essay2154 Words   |  9 Pagesï » ¿ 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 itsRead MoreCase Study: The Dannon Company2861 Words   |  12 Pagesï » ¿ CASE STUDY #3: THE DANNON COMPANY Southern New Hampshire University Introduction According to The History of Danone (2009), Isaac Carasso was inspired by the research of Elie Metchnikof, and in 1919 he began using ferments from the Pasteur Institute to manufacture yogurts to sell on prescription to pharmacies in Barcelona, Spain. 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