8/12/2019 Danone Case Study Jana

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GROUPE DANONE

A te st le a ket gca pa g w t Ja a, we c l t

e e please . T e ca pa gwas a g s ccess a we a e

exc te t se t e Ja a plat t e p t al act v t

GifT SAmAbhAndu ma ket g d ect

da e i es a

D A N O N E I N D O N E S I A B O O S T S S A L E S 27% U S I N G

JANA PROMOTIONS

CASE STUDY : JANA PROMOTIONS

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DUE TO ITS STRONG ECONOMIC ANDdemographic growth, Indonesia has emerged asDa o es fth argest atio a mar et i totasa es. B t the opport ity i I do esia for thecompa y sti remai ed arge y tapped forsevera reaso s.

Danone has deep roots and high brandcog itio i Wester E rope. There, yog rt is a stap e foodod ct i co tries s ch as Fra ce, Germa y, Spai , a d Be gi m,here per capita a a co s mptio averages aro d 20 g.owever, oca prefere ces vary by co try. Da o e i creasi g y

ies o the creativity of oca teams i co tries to offer prod ctsat t the oca c t ra prefere ces for taste a d text re.Prod ci g the best prod ct that caters to oca tastes, especia ya competitive mar et ot to me tio getti g co s mers to

y the prod ctsis cr cia to the s ccess of the Dairy bra d ido esia. I do esia c stomers are ow for their oca bra d

oya ty, a d there are severa estab ished oca dairy p ayers i theace. These c stomizatio a d competitive cha e ges i creasee dif c ty i drivi g tria of speci c Da o e prod cts, i c di gg rt.Beca se food prefere ces are so perso a , ge i e e gageme tth co s mers is a strategic priority. I co tries with owter et pe etratio , i c di g I do esia at 12%, the cha e ges ofgagi g i perso a ized dia og es with co s mers are amp i ed.

e g g a kets ep ese t a ge g wt pp t t , e t atpa es ca t a t g e. betwee 2010 a 2011,

e g g s a se v ces e e g g- a ket c s e sc ease uS$1.7 t ll . h weve , as st a kete s k w,

latively unknown brands can nd it challenging toin traction in uncharted territory.

GROUP

DANON

CHALLENGE:PROMOTING TRIAL ANDENGAGEMENT AMONGCONSUMERS

Gro pe Da o e t r ed to JanaPromotions to reach co s mers ib rgeo i g mar et of I do esia, resi a sa es boost of 27% i the coBased o the sa es of its Fresh DairyProd cts Divisio , the compa y is othe top prod cer of dairy prod cts i wor d, with 11.2 bi io E ros i sa

For Da o e, emergi g mar ets

have bee top of mi d. Si ce 1996,co trib tio s from mat re mar etsdecreased from 87% to 49% of overasa es. After a s stai ed shift i foc2011 mar ed the rst year i Da ohistory that emergi g eco omiesacco ted for over ha f of the compa

sa es. Movi g forward, more tha oE ro of every two that Da o e ge erwi come from emergi g co triesFra c Ribo d, Da o e chairma aCEO.

DANONE INDONESIA BOOSTS SALES 27 % U S JA NA PR OM OT IO NS

We ee t lea ew wa s tte act w t c s e s , espec all e e g g a kets. T e wa t t

talk t s, a we ca lea a l t l ste g.

Jordi ConSTAnSExec t ve V ce P es e t

da e f es da P cts

CASE STUDY : JA NA PR OM OT IO NS + GR OU PE DA NO NE

ComPAny oVErViEW Groupe Danone is aFrench based foodproducts corporation withfour lines of business: FreshDairy Products, Waters,Baby Nutrition, and

Medical Nutrition.

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+ 16% OF PARTICIPAnTS WERE REPEATCUSTOMERSDuring the course of the campaign, 16% of custparticipated in the promotion more than once.Furthermore, sales lift metrics remained stable o

the ten-day campaign period. When distributinggiveaways, Danone usually witnesses a sales pea the beginning of campaigns due to the novelty oreward. However, Janas airtime rewards promotconstant sales lift and repeat purchases. Because

the utility of mobile airtime, the value of this indid not fade in the eyes of consumers.

+ 100% OF THE AIRTIME COuPOnSREDEEMEDTwo weeks after the campaign ended, 100% of

the scratch cards distributed were redeemed. Thperfect redemption rate is unprecedented incomparison to any other similar campaign run bDanone Indonesia.

COMPARED TO HISTORICAL S

RESULTS: OTHER INSIGHTS:

+ MulTIPACk SAlES InCREASED 27%Danone experienced a 27% sales lift of Activia andMilkuat multipacks. During this same period, Yakult,

the competitor brand sold in the same stores,experienced little or no sales lift. In several Carrefour

outlets, the sales of multipacks doubled over thecampaign period.

+ SAlES OF BunDlED PuRCHASES DOuBlEDThe objective of a bundled promotion was to drivepurchase of more than one product unit and topromote trial of other brands. In this campaign,Milkuat yogurt was cross-promoted to Activiaconsumers and vice versa. Compared to prior salesdata collected, the sales of two or more Danonemultipacks more than doubled during the campaign.

+ OPPORTunITIES FOR RE-EnGAGEMEnTIn addition to promoting trial and sales of Activia andMilkuat multipacks, Danone is using Janas platform

to re-engage with promotion participants. As afollow-up after the campaign, consumers were askedif they would like to opt-in for similar promotionsor surveys in the future. Of all respondents, 100%liked the promotion and 99% expressed interest inparticipating in future campaigns.

CASE STUDY : JA NA PR OM OT IO NS + GR OU PE DA NO NEDANONE INDONESIA BOOSTS SALES 27 % U

JA NA PR OM OT IO NS

TO TACKLE THE CHALLENGES ASSOCIATED withdrivi g tria of prod cts a d e gagi g i mea i gfdia og es with co s mers, Da o e I do esiapartnered with Jana to r a promotio iCarrefo r stores across Ja arta.

Da o e I do esia wor ed with JanaPromotions to devise a campaign with two

a s: promote p rchase of m ti-pac Activia a d Mi at yog rts,d drive b d ed p rchases of two or more prod cts.Whe a co s mer p rchased the Activia a d/or Mi at

tipac , they received a scratch card with a iq e code. Thestomer co d either SMS the code or i p t it si g a Faceboop icatio ocated o the prod ct fa page. Afte r the pre-paido e mber a d code were veri ed, co s mers wo d theceive 5,000 r piah credited direct y to their pho es.Additio a y, if co s mers veri ed p rchase with Faceboo , they

d the optio to refer frie ds to the promotio a d be rewardedtheir referra s participated. If three of referra s participated ie promotio a d p rchased Da o e m tipac s, the promotioa ge ist received a additio a 5,000 IDR i airtime. Thejective of this referra was to ide tify Da o es most i e tiastomers a d empower (a d reward!) them to spea o itsha f.

After the promotio , Gift Samabha d , Da o e I do esiasar eti g director, was very positive abo t the campaig res ts.

ve Indonesias high mobile penetration of 93% ae-paid mobile subscription of 91% , leve ag g Janasrtime rewards platform, w c e ates le a t e as ce t ve t c s e s t t p cts, was app p ate t s

a ket.

SOLUTION:JANA PROMOTIONS

AirTimE rEWArdSThe incentive forconsumers wasstraightforward: purchasetwo or more Milkuat or

Activia multipacks andreceive a 5,000 Indonesiarupiah (IDR) rebate inairtime directly on yourmobile. A 27% sales l t a

p t s p ece e t

Clea l , t e pp t t tp lsa was a st g ce t vc s e s t t p

GifT SAmAbhA ma ket g d

da e i

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Ja na Mo bi le In c. | www. ja na .c om | in fo @j ana .c om883 Boylston Street, Boston, MA 02116

We ac eve e ate et vest e t w kw t Ja a, a we see t s t al ca pa g as l t e

eg g. Ja a p ve ts w t exte g eac ge el e gag g a a ket t at s a ge p t

da e s ess.

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