MKT 423 Brand Management Sec 01 Term Paper On “Branding of Actimel in Bangladesh” Prepared By Mohammad Asif Chowdhury Maisha Zaman Masnun Ridwan Khan Mohsin Uddin Taksin Faraiba Farnan Tabinda Tanushree EXECUTIVE SUMMARY This report is based on the international brand‚ Actimel‚ one of the most prominent brands of Danone‚ originally a French company. Danone has many other outstanding brands worldwide which include Aqua‚ Volvic‚ Evian‚ and Badoit‚ Yili‚ Aqua‚ Sehat‚ Robust‚ Bonafont
Premium Brand Brand management Branding
vitro to test their ability to survive acidic conditions and their probiotic factors. Both the products: Actimel and Yakult contain gram-positive bacteria‚ but Actimel also has a gram-negative bacteria. The ability to survive was investigated by adding artificial gastric juice to the products and incubating at different times. Actimel and Yakult were both able to survive the gastric juice. Actimel produced more colonies than Yakult but they both lost the same percentage of viability. The longer the
Premium Microbiology Staining Probiotic
channels providing functional food/drinks? We are going to focus on the 4 main out of home channels that distribute functional foods and those are Universities‚ gyms ‚ canteens and cafes. First in the Universities the main competitors of Yakult are Actimel‚ Activia‚ Friesche Vlag‚ FrieslandCampina‚ and also fresh fruit drinks ( orange juice ‚ apple juice) . For the Gym we can find a different type of assortments‚ like Gatorade‚ Powerrade‚ AA high energy drink‚ Aquarius drink‚ and all kind of fresh
Premium Milk Dairy product Yoghurt
3 Businessmodel 4 Missie 4 Visie 4 Bedrijfskenmerken 4 Het assortiment van de Groep Danone 5 Waarden 6 Identiteit 7 Imago 7 De marketingmix 8 Evian 8 Activia 9 Petit Gervais 10 Actimel 12 Doelgroep 13 Marketingcampagnes 14 Evian 14 Petit Gervais 16 Activia 18 Actimel 19 De benadering van klanten 21 Concurrentieanalyse 21 Nestlé 21 Unilever 22 Friesland Campina 22 Yakult 22 Kraft 22 SWOT-analyse 23 Conclusie 24 Bijlage 25 Rapport Danone 2010 25 Bronnen
Premium
of Substitute Products: substitutes Product substitutes are not a huge threat. Actimel is awell known and novel product and the bacterial technolodgy behind that makes it even more difficult for other drinking yogurts which lack brand loyalty or whose prestige is not that big. ● Bargaining Power of Buyers: Buyers are the key element in order to know if the product is working or not in the market. In this case Actimel main target are consumers who wants to Have better and healthier diet. Danone with
Premium Marketing Yoghurt Brand
motivated by health concerns and were seeking out products which helped to maintain physical health and well being. Danone targeted the consumers growing desire for the healthy option by offering the Actimel brand as a healthy way to start the day. Danone’s advertising set about positioning the Actimel range as a healthy option for breakfast by highlighting the clearly defined benefits of eating yogurts with the subtext of the advertising changing the traditional perception of yogurt being just for
Premium Marketing
Earlier last year‚ the Advertising Standards Authority watchdog banned a TV advert for Actimel‚ manufactured by Danone‚ which suggested it stopped children falling ill. It ruled that the promotion was ‘misleading’ and its claim that the drink was ‘scientifically proven to help support your kids’ defences’ was not supported. Danone has subsequently dropped most of its claims that Activia yoghurts and Actimel drinks boost the immune system. It concluded there is no scientific proof that products
Premium Gut flora Milk Immune system
GROWING AND CREATING A NEW MARKETThe Irish Dairy Market The Danone Way The origin of yogurt Did you know that yogurt was first sold in pharmacies as an aid to digestion? In 1919‚ the sight of so many children in Barcelona suffering from intestinal disorders surprised the entrepreneur Isaac Carasso.At the time he was very interested in the research of Metchnikoff‚ the 1909 Nobel Prize winner‚ on yogurt lactic acid bacteria. Carasso brought some bacterial ‘cultures’‚ from the Pasteur Institute in
Premium Marketing Dairy product Yoghurt
products worldwide in many continents like Africa and Europe. A- CATEGORIES OF DANONE PRODUCTS DANONE’s activities are divided into 4 groups : • Fresh dairy products: the main brands of fresh dairy products are: Actimel‚ Activia‚ Danonino. • Bottled water: the main brand are Evian‚ Volvic‚ Aqua. •Baby Food: Bledina is DANONE number 1 brand in baby food. BLEDINA is also the French leader in baby s nutrition. • Mediical
Premium Marketing
health. For example‚ they made the cookie Prince with more iron. The Chinese government announced 3 or 4 years ago that the population suffered from a lack of calcium and vitamins and encouraged to drink milk. So Danone produced more products like Actimel for China. Danone created also an energy drink‚ Maidong‚ praising the health benefits. Moreover Danone chose a famous ambassador for this drink‚ Jet Li. Danone changed also the packaging of some products such as the cookie Prince. It Orientalize
Premium China Tang Dynasty Culture of China