Brand+Analysis-2 - Integrated Marketing Communications...

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1 | Page Table of Contents INTRODUCTION 3 ANALYSIS OF THE 4 P’S OF MARKETING 4 PRODUCT 4 ACTIVIA DANONE YOGURT 4 PROMOTION 5 PRICE 7 PLACE 8 PRODUCT ANALYSIS SUMMARY 9 MARKET ANALYSIS 10 ECONOMIC TRENDS 10 SOCIAL/DEMOGRAPHIC/CULTURAL TRENDS 11 YOGURT CONSUMPTION IN CANADA 11 TECHNOLOGY TRENDS 12 REGULATORY TRENDS 12 MARKET SHARE 13 LEADING YOGURT MAKERS, 2006 13 LEADING YOGURT BRANDS, 2006 13 TARGET ANALYSIS 14 DEMOGRAPHIC PROFILE 14 GEOGRAPHIC PROFILE 15 PSYCHOGRAPHIC PROFILE 15 ATTRIBUTES/ INTERESTS 15 COMPETITIVE POSITIONING 16 IDENTIFICATION OF COMPETITORS 16 COMPETITOR’S STRENGTHS & WEAKNESSES 16 ASTRO JEUNESSE STRENGTHS 16 ASTRO JEUNESSE WEAKNESSES 16 YOPLAIT SOURCE STRENGTHS 17
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2 | Page YOPLAIT SOURCE WEAKNESSES 17 UNIQUE SELLING PROPOSITIONS 17 ASTRO JEUNESSE 17 YOPLAIT SOURCE 18 ADVERTISING 18 SLOGANS 18 ASTRO JEUNESSE 18 YOPLAIT SOURCE 18 COMPETITIVE ADVERTISING 19 ASTRO 19 YOPLAIT 19 Television Advertising 19 Print Advertising 20 COMPETITION WEBSITE 21 ASTRO 21 YOPLAIT 21 STATEMENT OF THE MAIN ISSUE & OPPORTUNITY 23 CONCLUSION 24
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3 | Page Introduction: The following report outlines the findings and the research done on the brand described below. It’s meant to gain an understanding of the product’s current marketing plan by analyzing its unique selling proposition, promotion, price, place of distribution. This analysis also focuses on the product’s situation in the market, an understanding of the brand’s target market, and the brand’s competitors. Understanding the product will guide the decisions made in order to plan a comprehensive and effective integrated marketing communications plan in order to fully promote the product and attain its business objectives. The product being analyzed is categorized as follows: Category: Food Class: Yogurt Company : Groupe DANONE Division: DANONE International Product Name: Activia Yogurt
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4 | Page Analysis Of the 4 P’s Of Marketing: Product: Activia Danone Yogurt Activia yogurt was introduced and positioned as a pro-biotic product. It is available in fourteen flavours such as Sweetened Plain, Raspberry, Strawberry, Vanilla, Prunes, Peach, Apple Blackberry, Pear, Red Fruits and Cereals, Peach and Cereals, Apple, Strawberry Kiwi and Cereals, and Blueberry 1 . Activia is package in containers of 100g which are sold as units of 8, 12, 16, and containers of 650g which are large tubs 2 . Activia yogurt is meant to be helpful to a consumer’s digestive system and their health, but the main benefit that consumers get from using the product is that it’s a good-tasting, healthy snack. Activia Yogurt is used all year long for healthy active people, and it does not have a limit on consumption. Because the product is not meant as a weight-loss tool, but instead as a way to clean a person’s digestive system, factors such as outdoor exercise (which is affected by the season), etc. are not a factor in its sales or consumption 3 .
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Brand+Analysis-2 - Integrated Marketing Communications...

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