Activia: Profile and strategy

Résumé du document

This wide range is particularly efficient for it meets almost every person's needs. Women have their own brand, kids have their own brands, elderly people have their own brands, and men just have to pick the one they prefer (maybe Danette like the French football players?). This range is also efficient thanks to the top managers who stay on. Initially DANONE's yoghurts used to have too much sweetener, but managers have answered very quickly to the needs arising out of the public awareness of health problems.

Extraits

[...] We can see that the brand (DANONE and more precisely Activia) is really easy to identified, and information clears: “Bifidus actif”. Besides, the logo of Activia is also really clear on the packaging, indeed this brand prides itself on being good for the health, improving the intestinal transit, and the logo (in yellow on the picture) is a representation of this improvement. To capture the attention of consumers very fast in their decision process, we must try to have a visual comparison with the competitive environment, here, Activia is easily checked out thanks to the green color, which is rarely use for yoghourt. [...]

[...] - Fjord, which is a dairy product without any coloring agent, preservative, sugar or salt. - Danette, which is the well known cream dessert. - Danacol, which helps reducing the cholesterol level. - Taillefine, which is particularly designed for women with its very low rates of fat content. This wide range is particularly efficient for it meets almost every person's needs. Women have their own brand, kids have their own brands, elderly people have their own brands, and men just have to pick the one they prefer (maybe Danette like the French football players This range is also efficient thanks to the top managers which carry on. [...]

[...] Category: Yoghurt in the fermented milk and in the active bifidus. The producer: Danone Description: ACTIVIA in the active bifidus replaces bio yoghurt in the active bifidus of Danone. Having used every day, ACTIVIA in the active bifidus in the active bifidus acts in the middle of the intestinal flora and helps to regulate transit from 15 days. Advantages of the product: ACTIVIA in the active bifidus contains a mixture of milk as well as an active ferment: the active bifidus essensis. [...]

[...] Indeed, people buy Activia first for its properties. But if you add properties to the classical one, the consumers are going to choose the one they prefer, and this won't necessary be the original one. On one hand it is a good thing for that shows that DANONE wants to meet its consumers needs, but on the other hands it must increase the production costs and the marketing department is going to spread itself to thinly. III/ Packaging Packaging is the buyer's first encounter with the product and is capable of turning the buyer on or off, so it's one of the most important criteria in marketing. [...]

[...] But Activia is also in the right middle of a depth product ranges. As for its other products, Danone has developed a wide range around Activia, the nature yoghurt par excellence ( eatens jar per day) and for all that, we have: - Saveur, which is a classic Activia with a vanilla-flavour. - Céréales, which is a yoghourt with the beneficial effects of cereals. - which is without any fat content, sugar but with eight different flavours (mango - Brassé, which is a smooth texture on a fruits bed - Fruits which is a fruit yoghurt as its name indicates. [...]