Activia
I. Yes.
(1) yogurt/cultured dairy products and products containing probiotics were already well established in the USA so the company won't need to invest time and money to educate the target market.
(2) there is a growing demand for healthy, low-fat, and organic products (more than half of the US people have shifted their eating habits from ‘fast’ to ‘healthy’)
(3) 70 million American people suffer from digestive problems; approx. 26 million adults experienced irregularity at least once in last three months.
II. - Demographic: age, gender (irregularity is reported more for women than men)
- Behaviour: specific need: functional (health problem) or psychological (discomfort)
- Psychographic: lifestyle (active people)
eg: health-conscious Americans who are suffering from the fast-food pop culture and looking for alternatives to junk food
active women aged 35-55 who are concerned by this discomfort. No matter whether this is a regular or occasional problem, these women seek an alternative to drugs (can be irritating to the intestines).
young mothers (25-40 years old) and females in general who picks out the family's meal plans and mothers want the best and healthiest foods for their family.
college girls. considering the functionality of dannon, this target can gain benefit significantly. they care about their shapes and beauty. and they are supporters of organic trend.
III. Product
(1) unique selling point of active probiotic strains in the yogurt (clinically demostrated benefit)
(2) changes only for the US market. eg: the fat content was lowered from 3% to 2%; made sweeter and many flavours like berries;
(3) packaging that is green as the major colour, with the yellow arrow on the women body demostrate the benefits of the product
(4) people can choose from 4, 8, 16 packs
(5) new range of product: Activia light
To sum up, these are successful and lead to great brand awareness and
(1) yogurt/cultured dairy products and products containing probiotics were already well established in the USA so the company won't need to invest time and money to educate the target market.
(2) there is a growing demand for healthy, low-fat, and organic products (more than half of the US people have shifted their eating habits from ‘fast’ to ‘healthy’)
(3) 70 million American people suffer from digestive problems; approx. 26 million adults experienced irregularity at least once in last three months.
II. - Demographic: age, gender (irregularity is reported more for women than men)
- Behaviour: specific need: functional (health problem) or psychological (discomfort)
- Psychographic: lifestyle (active people)
eg: health-conscious Americans who are suffering from the fast-food pop culture and looking for alternatives to junk food
active women aged 35-55 who are concerned by this discomfort. No matter whether this is a regular or occasional problem, these women seek an alternative to drugs (can be irritating to the intestines).
young mothers (25-40 years old) and females in general who picks out the family's meal plans and mothers want the best and healthiest foods for their family.
college girls. considering the functionality of dannon, this target can gain benefit significantly. they care about their shapes and beauty. and they are supporters of organic trend.
III. Product
(1) unique selling point of active probiotic strains in the yogurt (clinically demostrated benefit)
(2) changes only for the US market. eg: the fat content was lowered from 3% to 2%; made sweeter and many flavours like berries;
(3) packaging that is green as the major colour, with the yellow arrow on the women body demostrate the benefits of the product
(4) people can choose from 4, 8, 16 packs
(5) new range of product: Activia light
To sum up, these are successful and lead to great brand awareness and