This report provides an analysis of Activia's marketing communication strategy in the UK, focusing on their plans to launch a new Berofen yogurt flavor. It examines the current market positioning, marketing communication objectives, and target market, considering the health-conscious consumer base and the impact of Brexit on spending habits. The report reviews integrated marketing communication (IMC) principles and applies models such as the Behavioral Sequence Model (BSM), A-B-E model, and T-C-B model to understand consumer behavior. It outlines the application of various IMC tools, including advertising, sales promotion, direct marketing, personal selling, and public relations, to create an integrated marketing campaign. The strategy emphasizes clear and consistent messaging to build strong customer relationships. The report also addresses media selection for the campaign and methods for evaluating its performance. Desklib offers a range of study tools and past papers for students.