Consumer Behavior and Marketing Psychology in FMCG Industry: A Case Study of Danone

CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY

Table of Contents
Introduction................................................................................................................................3
Product Overview.......................................................................................................................3
Critical Analysis.........................................................................................................................3
Marketing Strategy.................................................................................................................4
Marketing Mix.......................................................................................................................5
Strategic Recommendations.......................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8
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Executive Summary
FMCG products are essentially Fast Moving Consumer goods, which can be readily
consumed without any extra effort and can be manufactured and processed at a faster pace.
The need for FMCG arose from the advent of globalization that led to a huge industrial boom
and economic development. The economic and technological development in the business
market led to a number of factors that had a strong impact on trends of consumption and
consumer behaviour. Danone is one such multinational Company based on providing dairy
products, plant-based products and packaged drinking water.
The main aim of this research is to thoroughly investigate the various organizational
processes of Danone and critically analyze them in the light of contemporary consumer
trends and expectations. Danone has been facing stiff challenges regarding customer-loyalty
as more customers now prefer alternative products, due to various internal and external
attributes of the Danone brand. The research also concludes with a set of strategic
recommendations that might prove useful in adding value to their organization.
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