Activia
307LON Regular Assignment 1: Activia
Name:
ID No:
Date: 24/11/2013
Contents
Executive summary
‘Activia’ is a brand of yogurt owned by Danone and launched in UK in 1988. It was known as ‘Bio’ before 2006. They are one of the most successful companies in the world’s top 500, with more than 100 thousands employees globally. As the biggest dairy producer in the world, they have been operating for decades. In China, they are producing yogurt, milk and biscuit. In the latest ten years, they expanded their business to Asia and Latin America markets. There are more than 1.1 thousands people in its R&D department. Nowadays, the sales volume is increasing stably, but they failed to respond to regulatory and price-driven changes in the European yogurt market(Starling 2013). As a result, the marketing strategies need to be developed.
Yogurt is full of nutrition, such as protein, vitamin, pro-biotics, pre-biotics and microbiota. Yogurt is made of fresh milk, as it not only have all the advantages which milk have, but also the advantages the milk don’t. It a new kind of dietary supplements. Activia are selling pouring yogurt and fruity yogurt in UK, China and other countries.
Introduction
This report is asked by the tutor of International Marketing Strategy, Mr Mahen Ramsurrun, and also will be read by him. The content of this report will present an international marketing analysis for ‘Activia’, which will estimate the international marketing activities of Activia and its competitors, alongside with a prediction of the future developments within Activia according to my analysis of the latest tendency of a specific department. The purpose of this report is to find a efficient method to achieve sustainable growth for Activia depends on the analyses of existing marketing approaches and strategies, the future trends of its marketing objectives and strategies, moreover, the evaluation of
Name:
ID No:
Date: 24/11/2013
Contents
Executive summary
‘Activia’ is a brand of yogurt owned by Danone and launched in UK in 1988. It was known as ‘Bio’ before 2006. They are one of the most successful companies in the world’s top 500, with more than 100 thousands employees globally. As the biggest dairy producer in the world, they have been operating for decades. In China, they are producing yogurt, milk and biscuit. In the latest ten years, they expanded their business to Asia and Latin America markets. There are more than 1.1 thousands people in its R&D department. Nowadays, the sales volume is increasing stably, but they failed to respond to regulatory and price-driven changes in the European yogurt market(Starling 2013). As a result, the marketing strategies need to be developed.
Yogurt is full of nutrition, such as protein, vitamin, pro-biotics, pre-biotics and microbiota. Yogurt is made of fresh milk, as it not only have all the advantages which milk have, but also the advantages the milk don’t. It a new kind of dietary supplements. Activia are selling pouring yogurt and fruity yogurt in UK, China and other countries.
Introduction
This report is asked by the tutor of International Marketing Strategy, Mr Mahen Ramsurrun, and also will be read by him. The content of this report will present an international marketing analysis for ‘Activia’, which will estimate the international marketing activities of Activia and its competitors, alongside with a prediction of the future developments within Activia according to my analysis of the latest tendency of a specific department. The purpose of this report is to find a efficient method to achieve sustainable growth for Activia depends on the analyses of existing marketing approaches and strategies, the future trends of its marketing objectives and strategies, moreover, the evaluation of
References: 1. mySupermarket Limited (2013) The List of Activia Yogurt in ASDA [online] available from [24 November 2013] 2 3. Maplecrof (2012) Political Risk and Political Risk Hotspots in 2012 [online] available from 4 5. Government Digital Service (2013) Making the food and farming industry more competitive while protecting the environment [online] available from [24 November 2013] 6 7. Danone Ltd (2009) Our Research and development [online] available from [24 November 2013] 8