Integrated Marketing Communication for Activia's Berofen Yogurt

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.

Marketing Communication 3
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

Marketing Communication 4
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%.