Conclusion

Danone is changing Irish consumers’ perception of the fresh dairy market. It has injected growth into what was a slow growing market through the provision of a variety of high quality, great tasting brands with health benefits specifically tailored around consumers’ needs. This has led the Irish consumers to re-appraise yogurt, look for additional health benefits from products and incease their overall consumption of fresh dairy products in general. 2004 saw Danone spend 17,5 million € on  a communications compaign to let consumers know that danone yogurt and fromage frais are healthy as well as delicious, while this year’s consumer education and sampling campaign has a budget of 20 million €.

Actimel fruit flavor launch in Dublin (March 2006)

Ditechna, specialist in technical textiles, was supposed to supply Danone’s agency with 3D suits for sampling campaigns in Ireland. Actimel suits were to generate awareness in the streets of Dublin and back up the launch of a new flavor. Ditechna has to fullfill the following objectives : 

 -       offer an impactful but affordable solution

-       to respect the Actimel’s identity

-       inflatables were to be self-contained and run several hours everyday during 4 weeks

Suits come with a standard gear carrying batteries and fan:

      

Outdoor public relations

Verve Marketing recently brought the Danone Actimel Challenge to the streets of Ireland, distributing over 200,000 samples directly to consumers – a technique which is part of sales promotions.The campaign was heavily supported with above the line TV, radio and print advertising and for a period, Ireland seemed to be awash with Pink !

Events

o   Actimel Challenge

Following a competitive pitch to deliver activity in the first quarter of 2007 for Danone brand Actimel, Dynamo marketing communications agency have helped develop ‘an Actimel-a day’ campaign which promises consumers their money back.

Dynamo’s brief for the post-Christmas campaign was to deliver a big through-the-line idea that would create customer loyalty and push sales; Dynamo’s winning concept ‘A little every day goes a long, long way’, will be used on pack and carried through to TV, outdoor and trade press advertising.

The promotion, running across 10 million packs, will reward consumers who stick to the month-long commitment by giving them their money back.

Dynamo’s initiative ties in with Actimel’s biggest Q1 marketing support activity to date with over £5 million marketing spend across TV, radio, outdoor and in store activity.

The money-back reward will be communicated via the TV campaign (produced by Y & R) radio activity and in tailor-made press ads for Asda’s customer magazine, Cash and Carry and Grocer trade magazines.

  

Internet

Websites are a real tool of communication and have to be interactive and eye-catching to attract the consumer. We can found several websites :

 -       the original website – www.actimel.com

-       websites dedicated to events – www.actimelchallenge.ie

-      the website in Ireland – www.ireland.actimel.com 

For this latest, I can say that it targets all the segments since it proposes games for children, information for adults, quiz for everyone….. At the same time, it displays TV advertising in order to inform and create awarness.

Posters

  Slogan : In yellow : Rain, Hil or  Shine ARE YOU READY ; in blue : Danone Helps strengthen your natural defences.  

              Slogan : New Forest Fruit

As I can see, posters are mainly displayed on billboards and on the buses – that allows to grab the consumer’s attention through posters big size. Contrary to TV commercials, posters are more dedicated to adults.

TV

Actimel through different TV commercials touches different targets. In 2004 it broadcasted a spot “How do you protect your child throughout the year ?” dedicated to the kids as well as in 2007 with the commercial called “Equipo”. Thus, we can notice that TV spots are more devoted to kids.

http://www.actimel.com/intl/interactive_advertising.html

First I can say that Danone and so Actimel uses a full service agency to advertise in different media. This agency is called Young & Rubicam which belongs to the group WPP. It is an English group and the first advertising group of the world.

In April 2006 Danone announced that it is overtly targeting Actimel to the children’s market, with special packs flagging up the products’ benefits for youngsters.

Danone says it is adding “extra impetus” to Actimel with the introduction of the Actimel Kids Packs. The new packaging is designed to appeal to mums rather than their offspring, with a cardboard wraparound bearing the messages: “Helps support your child’s digestive system in balance.” 

 Character composing the Actimel team

 It looks like a battlefield

COMMUNICATION POINT OF VIEW

So, now that I presented you Actimel and marketing point of view, I’m going to show you the Actimel’s communication. Actimel used different channel of communication to touch its targets.

First I can say that Danone and so Actimel uses a full service agency to advertise in different media. This agency is called Young & Rubicam which belongs to the group WPP. It is an English group and the first advertising group of the world.

The Segmentation

 Danone has segmented in Ireland, the dairy products according to the different benefits that could be delivered to Irish consumers.

Dairy Product Segments :

• Natural Health 25% of dairy product. (health benefits from dairy products)
• Diet 13% (benefit of very low fat or 0% from their yogurts and fromage frais products)
• Traditional Fruit 15%
• Full Taste 10% (benefit of fuller tasting more indulgent)
• Childrens 21% (nutritional benefits required for children)
• Drinks 5% (dairy drinks)
• Dessert 10%

Actimel has choosen to sell their product in the ‘Natural Health Product’.

Source : http://www.business2000.ie/images/pdfs/danone_6th_ed.pdf