Challenge
Yogurt production, sales, and consumption are on the rise in Canada. Marketing competition is fierce, however, and the players are implementing a multiplicity of approaches to tout the benefits of their products to try and seduce the clientele. Among the vehicles allowing businesses to reach their consumers, the Internet has certainly become the weapon of choice in recent years.
Solution
In order to provide a comprehensive and detailed understanding the Web activity of the yogurt industry and any of its derivative products, Danone Canada Inc. gave NVI the mandate to analyze web initiatives implemented by the various Danone divisions and its main competitors.
Results
The strategic analysis prepared for Danone Canada by NVI helped the company identify its current position while measuring the state of its online competitors. The study also aims to direct Danone's web efforts over the next two years, through the implementation of a plan e-Media.
