Abstract
I will set up a marketing plan to establish the Brand Taillefine Fiz in Lebanon. I have chosen Lebanon because Lebanese girls are very interested in diet and health care products. Thus it is a good way to introduce this brand in the Middle East in order to conquer the Middle East market. Nowadays, the health and diet sector has seen huge development. Food processing industries launch new products each year without fat or calories. Obesity and junk food are the two main problems of the 21st century. New consumption modes led to the consumption of fatty and sweetened food, which is liked by young people. Hence governments, citizens, scientists and food processing industries have tackled the problem head on. This is why Danone has launched several products such as yoghurt, light biscuits and soft light soft drinks like Taillefine Fiz. The health market is more and more present in our consumption behavior because nowadays, everybody wants to take pleasure in eating while taking care of their weight. Taillefine is part of the group Danone. Danone is a world leader in health food. The group recorded a turnover of $22.700 billion in 2008(2). Danone is: - The world leader in dairy products; the second position in water; the second position in baby food; and the world leader in health food. This huge group is very sensitive in health and social business. The R&D department is one of the most important departments of this firm. Danone invested $310 million in R&D in 2008. Health innovations are very important for this group. Danone is present in several countries but in the Middle East, it is only present in Saudi Arabia and United Arab Emirates. This is thus a good opportunity to get into this region and to oust Nestle from its position.
