Actimel Advertising and Media's

Résumé du document

Nowadays, working on a discipline like advertising is not an easy task to achieve. Advertisers have to be more and more attentive to the competition which is very large, even in the business to business market. They have to do the difference, in a world where advertising bludgeoning is on every corner. That is why we thought, it will be a good example to work on Actimel campaigns. It seems to us to be a branch which knew how to manage its advertisement strategies. To mark out key tendencies of the environment in which Danone is to operate, the pre-biotic dairy market analysis was conducted along with examining of company's internal capabilities so as to identify its strengths and opportunities in order to benefit from and weaknesses and threats to overcome and remain market leader. In this paper all the stages of working out Danone Actimel's advertising strategy are carefully overviewed in the following order: identifying target audience, pointing out of USP, deciding on compromise between rational and emotional approaches, articulation relevant message and, finally, creation of an advertisement through implementation of Facets model of effective advertising. The media planning of Actimel will also be analyzed here to show how those ones are directed to achieve their advertising objectives and strategies. Special recommendations will be studied as we thought Actimel way of doing advertisement could be criticized and also as the company has to face a strong competition, we do not always agree with Actimel strategies.

Extraits

[...] They could put in consumers mind the fact they were the first. A recommended slogan could be: were the first and we continue to Finally, we think the advertising is not very memorable; so we thought it could be a good idea to change some stuffs on their ads like it should be focused not only on the benefits of the product but on consumers' life style, a recognizable jingle could be created. Bibliography Textbooks PICKTON, David & BRODERICK, Amanda. [...]

[...] Articuling a message 4. Creating an advertisement 5. Communication - Aim - Message 6. Media advertising - Broadcast campaign - Print ads - Direct marketing - On the bus - Proximity ads - Product of the year III. Criticism and recommendations Bibliography Appendices Introduction and methodology Through writing this report we were striving after complete analysis of Group Danone's pre-biotic brand Actimel advertising strategy. We consider Actimel's case as a pattern of successful advertising strategy realization through careful performing all the activities presumed necessary while creating an affective advertising. [...]

[...] Manufacturers recommend two drinks a day. Tesco Probiotic Per 100g: 68 cals, 1g fat, 1.99 x 100g Contains lactobacillus acidophilus, but not clear how much. Quite high sugar content compared to some of the other drinks - 11.7 g per 100g. Contains the pre- biotic inulin which helps absorption of probiotics. One per cent fat, suitable for vegetari Marks & Spencer Strawberry, Vanilla and Bio Yoghurt Drink Per 100ml: 75 cals g fat, 1.50 /250ml Contains 250m lactobacillus casei bacteria. [...]

[...] R&D is the sphere of Danon's special concern. Danone's R&D centre called Danone Vitapole is carrying out clinical studies on existing products along with working on invitation of new ones (VAN DEN DRIEST, Frank. circa 2005). This enables company to change with the dynamic market and keep high pace of innovations. Danone as the global company has to face up with the problem of centralization/adaptation. The degree of responsibilities delegation down to the local organizational level is high marketing mix is set up locally and local R&D departments exist, which gives company extraordinary flexibility. [...]

[...] What is more, retails chains like Tesco and Marks & Spencer are willing to achieve benefits from booming market's perspectives and developing their own products. Their obvious competitive advantage is lower in comparison with branded competitors' prices (HILLIAM, Moira. 2003) (Appendix 1). Hence dairy pre-biotic market can be characterized as experiencing steady competition growth. Group Danone: company's internal analysis Croup Danone is the 6-th largest food manufacturer in the world and the leader in the European dairy market[1] with total revenues of 6.9 billion in year 2004[2] (DATAMONITOR report, ‘Revenue analysis' in Group Danone company profile, 2005). [...]