Are not a factor in its sales or consumption3 the key

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Unformatted text preview: ason), etc. are not a factor in its sales or consumption3. The key features of the product are: • Contains the BL Regularis bacterium strain, which can stay alive through the digestive system of the people who consume it, and stays active, cleaning it4. • Available in fourteen different flavours. 1 "Activia Yogurt, Danone." Danone. Web. 29 Sept. 2010. <http://www.danone.ca/en/products/activia.aspx>. 2 "Danone Activia - FAQ." Danone Activia. Web. 29 Sept. 2010. <http://www.activia.ca/en/FAQ/>. 3 "Danone Activia - FAQ." Danone Activia. Web. 29 Sept. 2010. <http://www.activia.ca/en/FAQ/>. 4 "Activia Yogurt, Danone." Danone. Web. 29 Sept. 2010. <http://www.danone.ca/en/products/activia.aspx>. 4 | P a g e • Contains bifidobacteria (bacteria that stays active in the lower part of the digestive system and is not harmful to humans) that contribute to protein and vitamin metabolism5. • Its bacteria content allows for lactose-intolerant consumers to be able to enjoy it6. The benefits that consumers may enjoy are: • A healthier lifestyle because of the consumption of the product. • Variety of flavours means that consumers don’t have to have the same flavour all the time. • Can potentially be consumed by lactose-intolerant consumers. The product’s Unique Selling Proposition (USP) is that Activia Yogurt differentiates itself from all other yogurt brands because it is the only yogurt brand that contains the BL Regularis bacterium strain and it’s scientifically proven to remain active in the digestive system and cleans it. Promotion: Activia Yogurt is being advertised on Television solely, with a total amount of $4,086,222 being spent7. Activia Yogurt was launched in 2006 and since inception, their main objective has been, since launch, to portray an image of health and to communicate to consumers that this product is unique in its content (bacteria) and that it will be good for their digestive systems because of it, thus making the consumer much happier. 5 "Danone Activia - The Activia Effect." Danone Activia. Web. 29 Sept. 2010. <http://www.activia.ca/en/effect/>. 6 "Danone Activia - The Activia Effect." Danone Activia. Web. 29 Sept. 2010. <http://www.activia.ca/en/effect/>. 7 Nielsen Media Research, 2006 Reports: Category: food, Class: yogurts. 5 | P a g e Activia Yogurt’s current campaign and advertising is based around the fact that its pro-biotic cultures will produce results that a consumer can see or feel. The idea is to give consumers 14 days to continuously enjoy the product and see the results at the end. The “Take the challenge” slogan, almost dares the consumer to try the product, in a light hearted way, and promises to deliver. It positions the company and brand in a position where they seem so confident that the product will deliver...
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