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

Info icon This preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
F C Flying Colours Advertising Integrated Marketing Communications: Brand Analysis Henry Garcia, Kris Burningham Cassandra Carone Agata Kosinski
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
1 | P a g e Table of Contents INTRODUCTION 3 ANALYSIS OF THE 4 P’S OF MARKETING 4 P RODUCT 4 A CTIVIA D ANONE Y OGURT 4 P ROMOTION 5 P RICE 7 P LACE 8 P RODUCT A NALYSIS S UMMARY 9 MARKET ANALYSIS 10 E CONOMIC T RENDS 10 S OCIAL /D EMOGRAPHIC /C ULTURAL T RENDS 11 Y OGURT CONSUMPTION IN C ANADA 11 T ECHNOLOGY T RENDS 12 R EGULATORY T RENDS 12 M ARKET S HARE 13 L EADING Y OGURT M AKERS , 2006 13 L EADING Y OGURT B RANDS , 2006 13 TARGET ANALYSIS 14 D EMOGRAPHIC P ROFILE 14 G EOGRAPHIC P ROFILE 15 P SYCHOGRAPHIC P ROFILE 15 A TTRIBUTES / I NTERESTS 15 COMPETITIVE POSITIONING 16 I DENTIFICATION OF C OMPETITORS 16 C OMPETITOR S S TRENGTHS & W EAKNESSES 16 A STRO J EUNESSE S TRENGTHS 16 A STRO J EUNESSE W EAKNESSES 16 Y OPLAIT S OURCE S TRENGTHS 17
Image of page 2
2 | P a g e Y OPLAIT S OURCE W EAKNESSES 17 U NIQUE S ELLING P ROPOSITIONS 17 A STRO J EUNESSE 17 Y OPLAIT S OURCE 18 A DVERTISING 18 S LOGANS 18 A STRO J EUNESSE 18 Y OPLAIT S OURCE 18 C OMPETITIVE A DVERTISING 19 A STRO 19 Y OPLAIT 19 Television Advertising 19 Print Advertising 20 C OMPETITION W EBSITE 21 A STRO 21 Y OPLAIT 21 STATEMENT OF THE MAIN ISSUE & OPPORTUNITY 23 CONCLUSION 24
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
3 | P a g e 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
Image of page 4
4 | P a g e 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.
Image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern