Consumer Behavior Analysis of Activia's Marketing Campaign Strategy

This report provides a comprehensive analysis of Activia's marketing campaign, with a specific focus on consumer behavior. It begins by outlining the case facts of Groupe Danone's Activia yogurt brand, including its target market of women and its probiotic benefits. The report then delves into consumer insights and strategies, particularly the 'It Starts Inside' campaign, which aimed to connect emotionally with women by addressing their self-doubt. The campaign's overview, insight, and results are discussed, highlighting the shift from functional to emotional branding. The report further explores counterfactual scenarios, examining how the campaign's success hinged on adapting to consumer needs and supporting women's empowerment. The conclusion emphasizes the importance of understanding consumer behavior in modern marketing and building strong customer relationships. Finally, the report includes references to support the analysis.

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Marketing Consumer Behaviour
Table of Contents
Introduction...........................................................................................................................................2
Case Facts..............................................................................................................................................2
Consumer Insights and Strategies..........................................................................................................3
ACTIVIA IT STARTS INSIDE........................................................................................................3
Campaign Overview......................................................................................................................3
Insight............................................................................................................................................3
Result.............................................................................................................................................3
Counterfactual Scenarios.......................................................................................................................3
Conclusion.............................................................................................................................................4
References.............................................................................................................................................5
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Marketing Consumer Behaviour
Introduction
The present market has turned out to be more client driven than it was ever previously. Gone
are the days when items used to characterize the business sectors. Presently the clients run the
market and servicing clients in the most ideal and quickest way decides the achievement or
disappointment of an item. This requires frequently modifying in accordance with client
needs refreshing as per their likings. Hence, Customer Insights means interpreting the pattern
of customer’s behaviours and then adjusting the products/services accordingly, to serve them
in the best possible manner.
Case Facts
Groupe Danone is a person who introduced the concept of digestive yogurt with zero
presence of sugar into it and the brand of this yogurt is named as Activia. The brand claims
that it consist of probiotic, bifidus ActiRegularis which promotes better digestion and thereby
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Marketing Consumer Behaviour
enhancing digestive comfort (Activia, 2019). The brand’s target market is the women who
can be housewives, busy professionals, mother etc. and thereby cater to their needs of being
healthy. Activia has positioned the brand to emotional from being functional. Earlier, the
brand talked about the health benefits the women would get from their yogurt but now it has
changed its focus. Now Activia wants to connect with the modern concerns of the busy
professional women, house makers, loving mothers who always try to give the best in them
but at times, they start feeling low and under confident. The majority of the women blame
themselves and consider self as their most horrible opponent.
Activia It Starts Inside Campaign came into picture to make such women feel cheerful and
remain hale and hearty both physically and mentally. Firstly, the brand asked the common
women to share their experience and view on how they feel when someone says that they
would not be able to do any particular task and what their inner self say about performing a
job or role. The campaign found that eighty per cent of women felt that they are their worst
critic or in simple words they are their own destroyer. To inspire such women and make them
learn how to balance their personal and professional life, Activia launched an Inside Stories
Series highlighting the stories of five women who were successful in overcoming their inner
critic which included the story of Irma Martinez (stylist and entrepreneur), Stephanie Izard
(top chef winner), Randi Zuckerberg (arts and tech entrepreneur), Reshma Saujani (founder
of girls who code) and Sarah Thomas (NFL’s first female official). Activia make a
contribution of two hundred and fifty thousand dollars to Girls Who Code, the US Non-
Profit, with the mission of empowering the girl leader and women leader of next generation
(Betsyappling, N.D.).The Girls Who Code is established with the aim of shutting down the
gap existing between the genders in the world of technology.
The brand even spread the knowledge about the benefits entailed in the Activia’s yogurt with
the help of search engine operations (SEOs) and websites and how Activia’s probiotics
contribute towards the women’s complete well- being. This campaign has really inspired the
women and had changed their approach on the topic of their inner critic.
Consumer Insights and Strategies
It is really necessary for any marketing campaign to inspire and influence the target audience
and build a very deep association with them. However, all these are possible only if consumer
insights could be inspired in an outstanding manner.
ACTIVIA IT STARTS INSIDE
Campaign Overview
The campaign was launched in the month of February in the year 2017. It was a rebranding
campaign where Activia wanted to shift its focus towards sharing an emotional attachment
with their target audience who are women. It was all designed with the goal of encouraging
women to accomplish their mission with full capability and potential. It also boosted women
to overcome her inside hurdles and deliver the best in her.
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Marketing Consumer Behaviour
Insight
According to the study conducted by Activia, in United States 80% of women whose ages lie
between 25-55years believes that their inner self badly demotivates and resist in preforming
the best in them(themediaonline,2018).
Result
Activia carried out discussions with the women regarding their self-doubt related experience
and also had a dialogue on the strong points they feel they had, to accomplish any given
responsibility (Samithessman, N.D.).
This is how Activia IT START INSIDE campaign helped the brand to connect emotionally
with their audience. Also, it is the perfect illustration of strategy which focuses on placing
people at the centre of Brand messaging.
Counterfactual Scenarios
After analysing the case, we can draw some of the counterfactual scenarios which resulted in
its success. If the company would have not changed its focus from functional to emotional,
then the target audience might had lost the interest from the product and switched to its
substitute. The company made an effort through its campaign to come out as an empathetic
company making its target customer that is women feel comfortable and safe in their hands.
In case, if the company would not have done so, the chances of women losing interest from
the product would have been on a higher side. The Activia even donated a good amount to
the US non- profit ‘Girl Who Code’. If the company would not have taken this initiative then
its customers might have not considered them to be serious regarding their step to empower
and promote women. To spread awareness about the yogurt contribution towards the
women’s complete well-being it had taken the help of SEOs making the consumers more
informed and thereby enhancing their loyalty towards the brand.
Conclusion
Therefore, companies of modern world where marketing plays a primary role are required to
understand why a customer responds in a particular way, what are the things or elements that
inspire or mould their perceptions. Thus, companies need to collaborate with their customers
in order to share a strong relationship with them and could pursue an insight into their
sentiments and drives.
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References
activia.com, (2019).Discover the science behind Activia. [Online] Available 15 April, 2019
http://www.activia.com.au/
about-activia/
betsyappling.com, (N.D.).ACTIVIA IT STARTS INSIDE. [Online] Available 15 April, 2019
https://www.betsyappling.
com/project/activia-it-
starts-inside/
themediaonline.co.za, (2018).How data can be used to connect brands with their audience.
[Online] Available 15
April, 2019
https://themediaonline.co.z
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a/2018/07/how-data-can-
be-used-to-connect-
brands-with-their-
audience/
samithessman.com, (N.D.).Activia- It starts inside. [Online] Available 15 April, 2019
http://samithessman.com/a
ctivia-it-starts-inside-1
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