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.
[...] 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. (2005) Integrated Marketing Communications, second edition, Prentice Hall, London WELLS, William, MORIARTY, Sandra, BURNETT, John. [...]
[...] Made from skimmed milk, sugar and the bacteria lactobacillus casei shirota. Each dose contains 6.5 bn bacteria - well over the recommended 1bn. As sugar is needed to keep this bacteria alive, the amount is relatively high - 4.8 g a serving. But very low in fat. Muller Vitality Per 100g: 75cals g fat, 1.48 /six. Though not on the bottle, the company says it contains 10bn bacteria, La-5 lactobacillus acidophilus Bb12 bifidobacterium. Includes inulin, a pre-biotic, to help the probiotics survive. [...]
[...] The slogan is: “Your daily defence drink” Actimel delivers both a scientific and a popular message, using health arguments: o More and more presents on ads the health makes increasing sells. o The product is stressed as the solution to consumers' problems and minds themselves about their way to take care of their health. The colors: same colors are used in their ads. Mainly based on: o The blue, the red and the white. (Logo of Danone). o The purple and yellow (Logo of Actimel) 6. [...]
[...] 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. Hence it should be useful to examine internal and external market environment in which it was applied along with all the marketing tools utilized by the company. While writing this report only secondary data was used. [...]
[...] This trend can result in Actimel pries growth and perceptively negatively influence on its market share due to competition pressure from lower priced products analysis' in Group Danone company profile, 2005). II. Actimel's advertising Strategy Group Danon first launched its prebiotic dairy drink Actimel in Belgium and gaining success spread this product across the world market. Currently its sales came to $233 millions only in Europe and it appears to be the biggest brand in its category (MELLENTIN, Julian & HEASMEN, Michael. 2002). [...]
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