Danone plans national launch for its yoghurts next year
Wednesday, September 26, 2012
MUMBAI: French dairy major Danone today said its new business unit here which is dedicated for developing products for the masses, will be rolled out to other cities by next year.
The dedicated Danone unit here is called Danone BOP (bottom of the pyramid) and makes the Fundooz brand of yoghurts and was set up last year.
“The experiment is great and we hope to scale it up nationally by 2013. Right now it is only in the North. It will be in big cities where we are currently operating by early next year,” Danone BOP director Eric Soubeiran told reporters at the Ficci event here.
Danone BOP focuses on developing and marketing products that will primarily targeted at smaller towns, where disposable incomes are low.
“The BOP experiment is continuing. We are present in Delhi now. We are developing our long shelf life. The real trigger in this business is how do you manage to get down to the base of the pyramid with a shelf life that is sufficient for you to have the time to reach to the consumers. Two weeks of shelf life is not enough as you cannot go to small villages.