Strategies for the future in the yoghurt category

Abstract

The world is going through a fast-paced change, so companies need to keep track of new trends and answer accordingly withing the proper timing, responding to customers’ needs. The dissertation that follows aims at analyzing the opportunities that exist for a Multinational Company - a leader company in the yoghurt category from the Fast Moving Consumer Goods industry, with the goal of not being surpassed by other companies which tend to innovate more and more. To get to an answer, a study consisting of essentially three stages was elaborated: 1) Interviews to people with experience in the area, 2) A market study, particularly from prestigious platforms like Mintel and Euromonitor, 3) Focus groups, including a product testing with several products. In the end, the conclusion mainly includes new trends that customers are following, which has led to the creation of niche markets with a large potential to grow and reach a high market value. Apart from that, opportunities within the company’s current product portfolio were also identified, with a reference to the specific categories in which Danone should focus to diversify such portfolio. Lastly, suggestions related to the organization’s internal management to promote innovation also resulted from the dissertation analysis.

Date of Award	27 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Omar Salaheldin Ahmed Nabih Elnayal (Supervisor)