How Danone Adapted Its Products

How Danone adapted his products?

The chairman of the board of Shanghai Danone Biscuits Foods Company Limited, Mr Peng Qin, said, “We do not change the consumer, we adapt.” So Danone has adapted his products to local tastes.

The most important for Chinese consumers is that the products are good for health.

For example, they made the cookie Prince with more iron.

The Chinese government announced 3 or 4 years ago that the population suffered from a lack of calcium and vitamins and encouraged to drink milk. So Danone produced more products like Actimel for China. Danone created also an energy drink, Maidong, praising the health benefits. Moreover Danone chose a famous ambassador for this drink, Jet Li.

Danone changed also the packaging of some products such as the cookie Prince. It Orientalize the traditional prince to make him look like a manga character. On product packaging group, the medicinal benefits are always remembered.

Concerning the water, the major problem was that the Chinese do not drink water during meals because in China the water is not drinkable but the firm communicate on the nutritional benefits of putting water in bottle for the tea.

Danone adopt the Chinese culture with various adaptations in its products.

But to limit the possible failure in the implementation of his business in China, Danone bought famous Chinese company in the agri-food sector like Wahaha or Robust.

We can say also that Danone was a bit lucky because “Da Non” in chinese means “develop its capacity”!

The chairman of the board of Shanghai Danone Biscuits Foods Company Limited, Mr Peng Qin, said, “We do not change the consumer, we adapt.” So Danone has adapted his products to local tastes.

The most important for Chinese consumers is that the products are good for health.

For example, they made the cookie Prince with more iron.

The Chinese government announced 3 or 4 years ago that the population suffered from a lack of calcium and vitamins and encouraged to...