If you can win the loyalty of the niche of most motivated, most health-conscious consumers you can build a very successful business. It's something that is being amply demonstrated in America, where the Activia brand has been propelled to more than 327 million dollar (251.7 million EUR) in retail sales in three years by the loyalty not of the mass-market, but of just 5% of consumers. What's more, this premium brand has defied recession logic, growing 33% in 2008. Danone is now starting to apply in the US the same approach to merchandising that it has long used so successfully in Europe.
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