Brand Analysis
Integrated Marketing Communications:
Brand Analysis
Henry Garcia,
Kris Burningham
Cassandra Carone
Agata Kosinski
F
C
Flying Colours
Advertising
Table of Contents INTRODUCTION
3
ANALYSIS OF THE 4 P’S OF MARKETING
4
PRODUCT ACTIVIA DANONE YOGURT PROMOTION PRICE PLACE PRODUCT ANALYSIS SUMMARY
4 4 5 7 8 9
MARKET ANALYSIS
10
ECONOMIC TRENDS SOCIAL/DEMOGRAPHIC/CULTURAL TRENDS YOGURT CONSUMPTION IN CANADA TECHNOLOGY TRENDS REGULATORY TRENDS MARKET SHARE LEADING YOGURT MAKERS, 2006 LEADING YOGURT BRANDS, 2006
10 11 11 12 12 13 13 13
TARGET ANALYSIS
14
DEMOGRAPHIC PROFILE GEOGRAPHIC PROFILE PSYCHOGRAPHIC PROFILE ATTRIBUTES/ INTERESTS
14 15 15 15
COMPETITIVE POSITIONING
16
IDENTIFICATION OF COMPETITORS COMPETITOR’S STRENGTHS & WEAKNESSES ASTRO JEUNESSE STRENGTHS ASTRO JEUNESSE WEAKNESSES YOPLAIT SOURCE STRENGTHS
16 16 16 16 17 1 | P a g e
YOPLAIT SOURCE WEAKNESSES UNIQUE SELLING PROPOSITIONS ASTRO JEUNESSE YOPLAIT SOURCE ADVERTISING SLOGANS ASTRO JEUNESSE YOPLAIT SOURCE COMPETITIVE ADVERTISING ASTRO YOPLAIT Television Advertising Print Advertising COMPETITION WEBSITE ASTRO YOPLAIT
17 17 17 18 18 18 18 18 19 19 19 19 20 21 21 21
STATEMENT OF THE MAIN ISSUE & OPPORTUNITY
23
CONCLUSION
24
2 | 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
Brand Analysis
Henry Garcia,
Kris Burningham
Cassandra Carone
Agata Kosinski
F
C
Flying Colours
Advertising
Table of Contents INTRODUCTION
3
ANALYSIS OF THE 4 P’S OF MARKETING
4
PRODUCT ACTIVIA DANONE YOGURT PROMOTION PRICE PLACE PRODUCT ANALYSIS SUMMARY
4 4 5 7 8 9
MARKET ANALYSIS
10
ECONOMIC TRENDS SOCIAL/DEMOGRAPHIC/CULTURAL TRENDS YOGURT CONSUMPTION IN CANADA TECHNOLOGY TRENDS REGULATORY TRENDS MARKET SHARE LEADING YOGURT MAKERS, 2006 LEADING YOGURT BRANDS, 2006
10 11 11 12 12 13 13 13
TARGET ANALYSIS
14
DEMOGRAPHIC PROFILE GEOGRAPHIC PROFILE PSYCHOGRAPHIC PROFILE ATTRIBUTES/ INTERESTS
14 15 15 15
COMPETITIVE POSITIONING
16
IDENTIFICATION OF COMPETITORS COMPETITOR’S STRENGTHS & WEAKNESSES ASTRO JEUNESSE STRENGTHS ASTRO JEUNESSE WEAKNESSES YOPLAIT SOURCE STRENGTHS
16 16 16 16 17 1 | P a g e
YOPLAIT SOURCE WEAKNESSES UNIQUE SELLING PROPOSITIONS ASTRO JEUNESSE YOPLAIT SOURCE ADVERTISING SLOGANS ASTRO JEUNESSE YOPLAIT SOURCE COMPETITIVE ADVERTISING ASTRO YOPLAIT Television Advertising Print Advertising COMPETITION WEBSITE ASTRO YOPLAIT
17 17 17 18 18 18 18 18 19 19 19 19 20 21 21 21
STATEMENT OF THE MAIN ISSUE & OPPORTUNITY
23
CONCLUSION
24
2 | 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