The Segmentation

 Danone has segmented in Ireland, the dairy products according to the different benefits that could be delivered to Irish consumers.

Dairy Product Segments :

• Natural Health 25% of dairy product. (health benefits from dairy products)
• Diet 13% (benefit of very low fat or 0% from their yogurts and fromage frais products)
• Traditional Fruit 15%
• Full Taste 10% (benefit of fuller tasting more indulgent)
• Childrens 21% (nutritional benefits required for children)
• Drinks 5% (dairy drinks)
• Dessert 10%

Actimel has choosen to sell their product in the ‘Natural Health Product’.

Source : http://www.business2000.ie/images/pdfs/danone_6th_ed.pdf

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