Healthy Activia

Statement of the Problem:

Danone needs to market Activia more and relay the message on how Activia's probiotics work and its importance to a healthy lifestyle. What will be Danone's strategies to push Activia to new market-share heights in the coming years?

Background of the Problem:

Activia is doing well on the market. When Danone first launched Activia, it was a huge success. The success helped the company generate a lot of sales. It became a major global force in the yogurt industry. What made it a hit to the consumers are the health benefits they can get in purchasing the product. Europe is Activia's strongest market with the average annual per capita consumption of yogurt is 35 pounds in Germany and 40 pounds in France. While if you compare it to the American market, it only consumes 12 pounds. Danone wants to have more marketing activities in order for the company to earn higher percentage of the market's total sales in the coming years and to expand its market.

Objectives:

The objective is to think and decide what other marketing activities are needed in order for Danone to get higher percentage of Activia's total sales.

Social media sites:

The company wants to relay the message on how Activia's probiotics work and it's importance to a healthy lifestyle. With the help of social media sites, they can relay the message faster and cheaper and can easily reach other areas that has not yet been expose to the product.

Development:

Think of new variety of choices for the consumers to choose from, like new flavors, branding, and improve the product to satisfy the consumers preferences.

Brand expansion:

In order for the brand to grow, brand expansion is needed. Research is needed in order to tap into new markets. Design the product according to their tastes in order to appeal to the new market.

SWOT Analysis:

Strengths - Danone is a well known...