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As Dannon tries to further distinguish itself from competitors in the yogurt industry, maybe a little shelf obsession is a good thing.
Last September, Dannon, White Plains, New York, initiated a shelf-obsession team consisting of five members with market research and sales backgrounds. Dannon named senior marketing executive Laura Santella-Saccone to head the effort.
The initiative is reaching full stride this year. “Our ambition is to impact about 3,000 stores in 2008,” said company rep Michael Neuwirth.
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