Groupe Danone is a French foods manufacturing MultiNational business with high ethics and values. The mission of the British business is to bring health through food and beverages to a maximum number of people in the UK

Situation brief

In 2006 Danone Waters UK approached STAR to request a full Sales Academy for all sales staff. ‘it must be fit-for-purpose and culturally relevant for Danone’

Task given to STAR

‘Set up, maintain and constantly enhance our sales skill development approach’

Action taken

1. We started with leaders and ran a wonderfully creative experience called ‘Edge’
2. We established Advanced category selling to clarify the sales person’s role as distinct from Danone’s independent Category team
3. We have guided all Customer Managers to create insight-based plans
4. Our Advanced negotiation clinics make sure skills and rigorous planning is applied to real customer challenges
5. We run the ‘School of Hard Knocks’ as an emotional and intellectual assault course


‘Edge’ enabled the key leaders to re-define and re-launch the Volvic brand Danone’s rating in the Advantage Group survey rose 14 places in the first two years of the STAR Academy The UK sales team won the ‘Best in class’ award from Groupe Danone in 2013

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