Integrated Marketing Communication for Activia's Berofen Yogurt

This article discusses the integrated marketing communication strategy for Activia's new product Berofen Yogurt. It covers the target market, objectives, and various models such as BSM, A-B-E, and T-C-B. It explores the use of IMC tools such as advertising, sales promotion, direct marketing, personal selling, and public relations. The article also evaluates the performance of the campaign and corrective actions.

RUNNING HEAD: Marketing Communication 1
Activia
Marketing Communication
(Student Name)
12/7/2018

Marketing Communication 2
Abstract
Activia is leading brand of Danone in the UK. It has grown their market share in the faster
pace since it is launch in 2002. They served a variety of flavor to their customers which
maximize their demand in the market. The company is planning to launch Berofen yogurt
which is a mixture of herbs such as Basil, Rosemary, and fennel. Activia set-up integrated
marketing campaign to target their consumers for a new product. The company will use IMC
tools such as an advertisement, sales promotion, and so on to target their consumers. They
will offer the variety of discounts to their consumers which will attract more. It will be
further explained through various models such as BSM, A-B-E, and T-C-B to understand the
behavior of consumers according to which they will target their consumers. At the end, the
company will evaluate the performance of IMC and corrective action will be taken
accordingly.

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Table of Contents
Abstract......................................................................................................................................2
Introduction................................................................................................................................4
Current Positioning....................................................................................................................4
Marketing Communications Objectives.....................................................................................4
Target Market.............................................................................................................................5
Literature review of Integrated Marketing Communication......................................................6
Integrated Marketing campaign of Activia................................................................................7
Behavioural Sequence Model.................................................................................................8
A-B-E Model..........................................................................................................................9
T-C-B Model..........................................................................................................................9
Application of Integrated tools.................................................................................................10
Integrated Marketing communication Strategy........................................................................11
Media for Campaign................................................................................................................11
Evaluation of the Planned Integrated marketing campaign.....................................................12
Conclusion................................................................................................................................12
References................................................................................................................................14

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Introduction
Marketing strategy plays a prominent role for the company to enter a new market or enter
with a new product in a market (Solomon et. al., 2014). Danone is one of the leading
companies in the UK who involved in the production and marketing of dairy product and
water. The company has a two brand Activia and Actimel for yogurt. Activia has a planning
to introduce Berofen yogurt which is a new flavor in the whole market (Astashkina,
Khudyakova, and Kolbysheva, 2014).
In the following part, there will be a detailed discussion on the marketing campaign that
would be arranged by the company to launch a new product in the market which will be
explained through different models.
Current Positioning
The business of Yogurt in UK has reached to $2.5 billion in the year 2018; it has been grown
by 4.3% over between the years of 2013-18. The product of Activia is environmental friendly
product which includes recycled packaging or sustainable farming which mainly attract
consumers at greater level (Mintel Store, 2018).Activia include in the healthy brand category.
It is a class of Spoonable yogurt. Activia caters fat-free as well as low calories flavors
through which customer see as a great benefit. The company has seen a rapid increase in the
market share since its launch in 2002 (Nielsen, 2016). The other competitors brands are
perceived as unhealthy with a great taste as well as their sweetens at greater level such as the
competitive brand Muller are perceived as unhealthy due to the reason of their sweet taste in
the product with the fact that the brands are positioned as all day snacks (Kent and Pauze,
2018).
The Activia has a wide range of flavor in their packs of four as well as eight pots. Recently,
the company has been proposed to introduce a new flavor for their customers to enhance their
taste buds in single pots for customers with a busy lifestyle or people on the go (Szucs, 2014).
Marketing Communications Objectives
The company has already gain market share of 32% in the market in the year of 2014, they
are categorised as well-established players in the market. In the past scenario, the company
has introduced the marketing campaign in which they gain the market share of 12%.

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Moreover, the target customers for the product are 30% of the recent consumers of Activia,
who have been evaluated to be producing 90% of the business incomes. (Mintel Store, 2018)
There are certain objectives of marketing communication which are set by the company. it is
explained in below points:
 The company has a main objective to reach twenty percent market share in the market
of United Kingdom within three years
 The company has also a target to increase their turnover by 25% till the next year by
introducing a new product in the market.
 The company has a mission to provide healthy food products to as many people as
possible to cater to healthy environment among the people.
 The company has an objective to influence maximum customers to buy their product
through effective marketing communication (Batra and Keller, 2016)
The reason for focusing on these objectives is that company need to grow in the competitive.
With an effective marketing communication, the company would able to achieve the targeted
goal as well as able to survive in the competitive market.
In the country like the UK, the people are suffering from under-nutrition which contributes to
25 percent under five each year. Iron deficiency is one of the most prevalent forms of
malnutrition worldwide which affect an estimated two billion people. It greatly affects the
mental development of 40-60 percent children in such country (Kaur and Singh, 2017).
Target Market
The understanding of consumer requirement as well as satisfying their requirement is based
on the marketing concept. Through the segmentation, the company would able to understand
the need and preference of the consumer. The company will target for their Berofen yogurt
are those who are most conscious related to health as well as pursue benefits of taste and
health at the same time. The consumer of UK is sensitive to the Brexit negotiation narrative
that remains a menace to their financial confidence as well as the spending habit of the
consumer during the year is unlikely that could turn to wider economic growth (Mintel Store,
2018). Therefore, Activia will target this segment for their product.

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The attitude of the people towards healthy food in the UK is positive at a certain level, as
they are health conscious as well as prefer tasty food to eat. The majority of the adult see the
healthiness of food as important. It will help the company to target that segment in effective
manner as they will mainly prefer the product launch by the company. Spoonable yogurt
enjoys high penetration that is mostly eaten by three-quarters of UK adults. 22% of adult eat
yogurt on regular basis (Mintel Store, 2018). The company will easily target such kind of
people in the country (Mintel Store, 2018). Therefore, the target market for the new product
comprises of people with a range between the age brackets of 5 years to 45 years, mostly
expected from backgrounds of educated of men and women. They are mostly well conscious
of the impact of treated ingredients, added sugar, preservatives as well as sault on their health
(Hui et. al., 2017).
A literature review of Integrated Marketing Communication
Integrated marketing communication is an effective channel through which the company
would able to communicate their targeted audience in an effective manner. The concept of
IMC has received greater attention in the sphere of academic (Valos et. al., 2016). Most of
the academic journal has devoted their space to explore the deeper implication of IMC in the
planning and advertisement (Kitchen and Burgmann, 2015). Through the knowledge and
understanding of the process of communication, the actor would likely to achieve their target
of influencing attitudes, knowledge, as well as behavior to persuade. It is one of the most
prominent reasons why companies need to communicate (Luxton, Reid and Mavondo, 2015).
The integrated marketing communication has main aim to increase the consumers through
cognitive, effective, as well as behavioral stages of decision making as exemplified (Bruhn
and Schnebelen, 2017). There are various models in IMC such as BSM model, A-B-E model,
and T-C-B model. A behavioral sequence model is a planning tool in which it explains how
decision is made and the role of people play in the decision making process (Tsiotsou and
Wirtz, 2015). The a-b-e model focus at the structure of benefits claim as well as distinguish
between attributes (a), which are “ what the brand has”, benefits (b) which include “ what the
consumer wants” and emotions (e) which include “what the consumer feels” (Stump, Joshi,
and Kim, 2015). T-C-B model is one of the traditional messaging approach as well as the
notion that that would help in defining the brand positioning of the company. The t stands for
Target, C stands for Category, and B stands for key benefits (Tsiotsou and Wirtz, 2015).
Advertising

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It is one of the effective manners of promoting the brand in the market. It helps the company
to reach out to maximum consumers within the shortest possible time frame. Advertisement
in newspaper, radio, television, billboards helps the audience to believe in the brand as well
as motivate them to buy the product (Blakeman, 2018).
Sales Promotion
The company can also use the tool of sale promotion to target their consumers. They can
provide discount coupons, lucrative schemes, and attractive packages for loyal consumers,
specially designed deals and so on.
Direct Marketing
This tool will enable the company to communicate directly with the end-users. The company
can communicate through emails, catalog, brochure, and promotional letters and so on
(Schultz, Kim and Kang, 2014).
Personal Selling
It is also an effective tool of integrated marketing communication. It takes place when
marketer or sale representative sells their product or services to their consumers or clients.
Public Relation Activity
It is an activity which will help the company to promote their brand through news, events,
press release, as well as public appearance (Babin and Zikmund, 2015).
The Integrated Marketing Campaign of Activia
It is the concept under which Activia would carefully integrate their many communication
channels to deliver clear, compelling, as well as a consistent message about the company and
their new product. Integrated marketing communication leads to total marketing
communication strategy with a target and objective at building a strong relationship with their
customers by showing how the company and their products can help the consumers to solve
their problems (Kitchen and Burgmann, 2015). The company can convey their message from
the following manner which is explained in below points:

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Behavioral Sequence Model
Need Arousal Go to the store Purchase Eat
Decision Role
Involved
Self, Family, and
Friend as initiator
as well as
influencers
(Target
Audience)
Self, Family as
well as Friend as
a consumer
User, Women or
children of the
family as a
purchaser
(Mostly)
The user,
Family as well
as friends as an
end user
Where the
purchase is
likely to occur
Any place such
as home, on the
way or friends
home
While doing
shopping, during
dinner, before
going to the
store, on the way
to store,
Watching TV
Retail stores,
Company Outlet
Workplace,
home,
everywhere
Timing of stage With dinner and
lunch
Just after need
arousal
After 15 minutes Can eat after
purchase
How is it likely
to occur
Through
promotion,
advertisement
Try to find out a
new product
Discussing what
kind of new
flavor when
seeing the
choices in the
store
Whenever feel
hungry

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A-B-E Model
It is one of the final stages of positioning.
Attribute
Activia caters most popular fermented dairy product. The product has considered as nutrition-
dense food due to its nutrient profile as well as the Berofen yogurt is also a rich source of
calcium which also covers tasty ingredients with lots of herbs. It has less fat contents which
can be used for fitness as well. It helps in enhancement of immune system, prevent from a
gastrointestinal disorder, and also improve lactose tolerance.
Benefits
The yogurt contains various type of basic nutrition as well as considered as probiotic carrier
food. The product is sugar free which make it healthier. It promotes bone health and aiding
digestion.
By knowing such benefits, the consumers of UK prefer yogurt or yogurt related product as
well as considered as the fastest growing dairy category in the global market. The consumer
wants a healthy lifestyle which increases the demand for yogurt in the market.
Emotions
The reason that consumer wants such product due to the reason that most of the people in UK
are health conscious as well as they want to follow healthy lifestyle. This psychology would
create the reason why they want the product. The product is ready to eat this is also another
reason to buy that product.
T-C-B Model
Target Audience
Through T-C-B model, Activia would able to know their target audience to who, they will
sell their product. The company mainly focus on the women as well as children to target
because they are the main influencer as well as have purchasing habits of such products. The
consumer target for Berofen yogurt product is “Consumer of healthy and tasty preference”
Category

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Some of the experts have reviewed that it is essential to understand that what category the
audience need will get from the product. The product of Activia comes in the category of
basic food as well as healthy which can be eaten on regular basis. The company can target
any consumer because it comes in the category of basic product which can be used by
anyone. The category into which Berofen yogurt is to be positioned is defined as “Basic
healthy food”
Benefit
It is a method in which the benefit of a product to their consumers is the value of the targeted
audience will receive from the product. It will help the audience to get more satisfied with the
products of the company. Activia cater healthy food to their consumers with full of taste
which make the consumer more healthy as well as feel delicious while eating the Berofen
yogurt. It would help in increasing the healthy eating habits of the consumers which benefits
them in sense of health as well as money and taste. The key benefits are identified as
“Healthy and Tasty Lifestyle” (Bandewar et. al., 2017).
Application of Integrated tools
Advertising: Activia will advertise their Berofen yogurt through different media such as
magazines, Grazia, The Time Evening Standards, Metro, Internet, and Channel 4.
Sales Promotion: Activia will offer discount price such as 15% to their consumers in the
campaign to attract maximum consumers.
Direct Marketing: Activia will promote Berofen yogurt through designing product literature
which includes pamphlets, mail shots, as well as posters.
Personal Selling: Activia will arrange trade show to boost the promotion. It will help the
company to strengthen their relationship with consumers as well as stakeholders.
With the help of such tools, the company would able to reach out to maximum consumers for
their Berofen yogurt. It is one of the healthiest as well as tasty products which should be
reached out to maximum consumers. These are one of the effective tools to target maximum
consumers.

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Integrated Marketing Communication Strategy
Pull and Push Strategy
After defining the objective of business and audience, it is important to create a strategy of
communication. Activia can sue the combination of a push as well as pull strategies. Through
the pull strategy, Activia can focus on their activities of promotion to upsurge their demand
for Berofen yogurt at the end of the consumer. Whereas, the strategy of push pursues to lift
the trade channel to motivate as well as promote the product to reach out to the end user
(Luxton, Reid and Mavondo, 2015).
Develop a unique selling proposition
Activia can develop a unique selling proposition for Berofen yogurt as well as promote the
USP throughout the marketing campaign. The unique selling proposition of Berofen yogurt
can be recognized as “hundred percent herbs” that are being used in the making of such
delicious yogurt unlike products of a substitute that used artificial ingredients (Fill and
Turnbull, 2016).
Embrace Combination of Exciting Plead
The plan of marketing communication should be a mixture of stirring as well as
authenticating pleads, influential adequate for the targeted consumers. An exciting plead can
be designed through linking the Berofen yogurt with the heart of individuals for example
“care for the family by providing them hundred percent healthy product which is made with
herbs such as fennel, rosemary, basil.”
Media for Campaign
Collateral advertising: the company will promote their campaign through the distribution of
pamphlets, posters, as well as mail shots.
Social Media: the company will reach out to maximum consumers through Facebook,
YouTube, LinkedIn, and Twitter.
Newspaper: Activia will give advertisement in the newspaper to provide information on their
new product entrance.

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Branding: along with branding Berofen yogurt, the brand development portfolio will run
side by side. Developing online networks as well as communities are some of the proposed
brand development initiatives to stay closer to the target audience.
Evaluation of Planned Integrated marketing campaign
Considering to the advertisement and sales promotion tools of integrated marketing
communication, it would be a tough task for the company to evaluate the performance of
integrated marketing communication campaign. It is possible to not have a straight impact on
the sale or productivity the effect may come later. Therefore, it is essential for measuring the
performance to make the evaluation possible (Jugenheimer, Sheehan and Kelley, 2015).
There are certain tools through which Activia will evaluate the performance of marketing
campaign:
Using Surveys
The survey would able to provide valuable information about the consumers, their
perspective, or views for the campaign. Through which the company would able to evaluate
their performance by comparing the actual performance and expected performance by the
consumers.
Calculating Sales Conversion
Activia can also evaluate the performance through the number of sales by the sales team
which will provide important information about the effectiveness of the integrated marketing
campaign.
Reviewing Advertisement Codes
Activia can use different promotional code in each advertisement which would help the
company to evaluate which advertisement work in effective manner to bring in calls and
sales. The sales team of the company need to ask with the prospective consumers for the
special code found in the ads and provide them, discounts or free products for such review.
Tracking Email Campaigns

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Most of the email marketing programs offer tracking for each campaign the company runs.
This will allow Activia to see how many people opened the email. It will help the company to
evaluate how much the consumer take participation in such campaign and at which level it is
effective.
The manager would able to get know about the outcomes by comparing the actual
performance with the expected performance. This would help in further decision making
(Montano and Kasprzyk, 2015).
Conclusion
Form the above, it can be concluded that integrated marketing communication plays a vital
role in introducing a new product in the market. Activia is one of the leading brands in the
UK which is mainly known in the yogurt related products. The company caters a variety of
flavor ion the yogurt as well as planning to introduce new flavor which is Berofen in the
yogurt. The company has adopted the integrated marketing campaign in which they will
target their consumers through a variety of tools such as sales promotion, publicity,
advertisement and so on. This would help the company to enter easily in the existing market
of UK. The company would prefer to target women and children for their product because
they have more influencing power than other with the person who is health conscious. In the
end, they will evaluate their campaign by measuring actual performance with the set target.

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