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next la: “Publicitatea - a treia putere in stat?”

Dora Strezova, Marketing Director Danone:

“Taking Aura’s invitation to answer to this question, my opinion is short:

In Danone we believe that cutting advertising is the first and easy step short term that might save some profit but that affects negatively the middle and long term results in connecting with consumers. We rather invest in understanding the changed needs of consumers - we do loads of research and then, after understanding what they need, we find way to deliver it and that’s why promoting it is really important.
As category leader and captain, we communicate the affordability of our category, which, besides affordability for daily consumption, is very healthy. And this needs to be explained to our consumers as we are close to them every day, in finding and fulfilling their needs especially in moments of crisis.”