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Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
Adv 459 Dan Active Group Plansbook
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Adv 459 Dan Active Group Plansbook

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  • 1. DANACTIVE<br />PLANSBOOK<br />Adv 459 – Spring 2011<br />April 17, 2011<br />Olivia Clepper, Sean McIntyre, Amos Wheatley, Andrew Smith, Chris Rohman<br />
  • 2. Table of Contents<br />Executive Summary ………………………………………………………………….……... 3<br />Situation Analysis ……………………………………………………………................ 4 - 16 <br />Summary of Situation Analysis ………………………………………………………….... 17<br />Objectives …………………………………………………………………………………… 18<br />Strategy ……………………………………………………………………………………… 19<br />The New DanActive Target ………………………………………………………………... 20<br />Revamped Positioning …………………………………………………………………….. 21<br />Creative Strategy …………………………………………………………………………… 22<br />Creative: Magazine ………………………………………………………………….... 23 - 26<br />Creative: Billboard and Story board ……………………………………………….... 27 - 30<br />Media Strategy ……………………………………………………………………….... 31 - 33<br />Flow Chart ………………………………………………………………………………….. 34<br />MarCom Tools ………………………………………………………………………..... 35 - 36<br />Campaign Evaluation ………………………………………………………………………. 37<br />2<br />
  • 3. Executive Summary<br />As a group we are striving to resurrect Danactive as brand. The lawsuit has prevented the ability to run a campaign since early 2009. This has allowed sister-brand Activia to take over top of mind awareness in the functional yogurt market. <br />Through our campaign we establish a new brand identity and raise brand awareness. The lawsuit has also created a negative relationship between brand and consumers. Our analysis shows that re-establishing that relationship provides the best opportunity for campaign success. <br />Creatively we utilize magazine placements, television commercial, and a billboard. The diversity of our mediums will achieve the desired reach and frequency of our campaign. <br />3<br />
  • 4. The Current Market<br /><ul><li>Positive correlation between high income/high education and yogurt consumption (2009 MRI+ Research)
  • 5. Generally, wealthier consumers can afford healthier choices when shopping
  • 6. Generally, wealthier consumers remain healthy as they age (Journal of Sociology, University of Melbourne)
  • 7. More likely to improve from poor health to good
  • 8. Total yogurt sales equal $2.9 billion (USDA Economic Research Service)
  • 9. Total yogurt production: 74 million gallons/year
  • 10. 11% increase in US Dairy Market 2005-2010
  • 11. DanActive and Activia represent 25% of Dannon’s overall sales(The Wall Street Journal, April 15, 2010)</li></ul>4<br />
  • 12. Current Trends & Growth<br /><ul><li>Yogurt market increased from a $300 million dollar market in 1980 to a $3.5 billion market in 2005(USDA Economic Research Service)
  • 13. Market is continuing to rapidly expand
  • 14. Greek yogurt is experiencing rapid growth
  • 15. Established brands are emphasizing probiotic products
  • 16. Functional yogurts with health benefits
  • 17. Yogurt and yogurt drink sales have risen steadily over the past five years(Research and Markets)
  • 18. Consumers are more concerned with healthy eating
  • 19. Seeking out functional yogurts with health benefits</li></ul>5<br />
  • 20. What is DanActive?<br /><ul><li>First introduced in Europe as Actimel in 1994
  • 21. Introduced stateside in 2004 as DanActive
  • 22. Released nationwide in 2007
  • 23. A probiotic yogurt, taken as a drink, that builds and restores the body’s natural defenses
  • 24. Utilizes a patented bacteria known as L. Casei Immunitas</li></ul>6<br />
  • 25. What are DanActive's Benefits?<br /><ul><li>Claimed benefits:
  • 26. Improvements in general digestion
  • 27. Reduces gastrointestinal and respiratory illness among elderly
  • 28. Improved digestion among lactose-intolerant consumers
  • 29. Low-calorie and low fat supplement
  • 30. 70 calories per serving / 1g of fat per serving / 13g of sugar
  • 31. Per European Journal of Clinical Nutrition:
  • 32. Incidences of common infections was 19% lower
  • 33. Incidences of gastrointestinal infections was 24% lower
  • 34. 638 participants administered both DanActive and placebos
  • 35. The British Medical Journal cites benefits as:
  • 36. Help avoid diarrhea symptoms associated with antibiotics
  • 37. Some British hospitals have given DanActive to curb the spreading of C. difficile “superbug”</li></ul>7<br />
  • 38. Lawsuit & Settlement<br /><ul><li>January 2008 – class action lawsuit filed in the state of CA accusing DanActive of false advertising
  • 39. $21 million multi-state settlement
  • 40. “Dannon must stop deceptive hypes for health and digestive benefits for DanActive and Activia.” (Attorney General of CT)
  • 41. Repercussions:
  • 42. Must remove the word “immunity” from labels
  • 43. Must replace “improve” with “interact”
  • 44. FDA must approve any claim affecting cold and flu symptoms
  • 45. Limits creative strategy</li></ul>8<br />
  • 46. Current Concept & Ads<br /><ul><li>Concept: Immune system booster
  • 47. Positioned as an ideal breakfast choice and daily snack of a healthy diet
  • 48. Positioned well as an aid to healthy diet and not as the “be all, end all” product of a healthy diet
  • 49. Utilizing television commercials to target women constantly on the go
  • 50. Professional environment
  • 51. Family & home environment
  • 52. Constantly on the go, possibly being constantly stressed leads to lowered immune system defense – DanActive restores.
  • 53. Current advertising seeks to inform instead of persuade
  • 54. Using visual diagrams
  • 55. Spokeswoman is a certified dietitian and not a celebrity</li></ul>9<br />
  • 56. DanActive's Consumer Base<br /><ul><li>According to 2009 MRI research:
  • 57. The primary group of DanActive consumers is health-conscious women ages 25-54
  • 58. Committed to the well-being of herself and her family
  • 59. Enjoys health, home service, news/business/finance, & feminine magazines and TV channels</li></ul>10<br />
  • 60. Competitors: Activia<br /><ul><li> Same parent company – Dannon
  • 61. Product concept is very similar to that of DanActive
  • 62. Functional yogurt that appeals to health-conscious women
  • 63. Competing within same consumer base
  • 64. Higher indexes for Activia within each MRI+ category
  • 65. More visible brand and higher recall & recognition
  • 66. Current advertising campaign
  • 67. DanActive hasn’t shown a commercial on-air since 2009</li></ul>11<br />
  • 68. Competitors: YoPlus<br /><ul><li>Not just probiotic formula
  • 69. Antioxidants A&E
  • 70. Fiber for digestive health
  • 71. Calcium and vitamin D for bone health
  • 72. Unique selling points for YoPlus compared to one for DanActive
  • 73. Parent company with loyal consumer base
  • 74. Yoplait and Dannon, as established brands, continue competition with probiotic product</li></ul>12<br />
  • 75. Dannon'sCompeting Products<br /><ul><li>Activia poses the main threat to DanActive
  • 76. Similar target market (MRI+ table)
  • 77. Similar product concept
  • 78. Both products position as functional, healthy yogurts
  • 79. Lack of brand awareness
  • 80. Activia has top of mind awareness due to current campaigns
  • 81. DanActive has not created a campaign since early 2009
  • 82. Name confusion
  • 83. Consumers are unable to distinguish the difference between the two products’ titles</li></ul>13<br />
  • 84. Problem: Limited Creative Strategy<br /><ul><li>Due to lawsuit, DanActive can no longer position itself based on its specifications
  • 85. Can no longer claim immunity defense
  • 86. Brand Equity
  • 87. Future campaigns must rebuild perceptions about the product
  • 88. Cannot be so forthright in establishing what the product does for the consumer
  • 89. “interact with immune system” not “improve immune system”</li></ul>14<br />
  • 90. DanActive's Opportunities<br /><ul><li>Market is rapidly expanding
  • 91. There is room for growth as consumers switch to a more health-conscious lifestyle
  • 92. Functional yogurt provides specific health benefits
  • 93. Advertisements can showcase the positive correlation between product consumption and good health</li></ul>15<br />
  • 94. Future Directions<br /><ul><li>Emphasize the differences between DanActive and Activia
  • 95. DanActive and Activia both target digestive tract
  • 96. DanActive offers other benefits as well
  • 97. EX: immune system support
  • 98. Create own identity for DanActive
  • 99. Will sustain longevity in the market
  • 100. Product design already geared to the “on the go“ consumer
  • 101. Re-sealable cap on bottle</li></ul>16<br />
  • 102. What is Learned from the SA<br /><ul><li>The ideal target for DanActive is women ages 35-49 who are financially stable and can be as equally focused on business life as they can on family life
  • 103. The two biggest obstacles facing DanActive’s growth are the similarities to the more popular sister-brand Activia and the lawsuit preventing campaigns to use specific terms
  • 104. The opportunity for growth and success is realistic if DanActive creates a unique identity by showcasing the defense for the body it builds and also fully separates itself from the lawsuit</li></ul>17<br />
  • 105. What We Hope to Achieve<br /><ul><li>Over the campaign period of one year (Dec – Nov)
  • 106. Increase general brand awareness by 20%
  • 107. Increase positive perception of the brand by 15%
  • 108. Increase top of mind awareness by 10%</li></ul>18<br />
  • 109. Strategy Moving Forward<br /><ul><li>Affect the cognitive and attitudinal communication effects in our consumers
  • 110. Build a new and improved awareness of the brand
  • 111. Will differentiate itself from its competitor and sister-brand Activia
  • 112. Will rebuild a positive association between the consumer and brand following the damaging lawsuit
  • 113. Will establish itself in the target market as a unique product representing its protective and defensive capacities</li></ul>19<br />
  • 114. The New DanActive Target<br /><ul><li>The current DanActive target is women ages 30-45 who lead hectic and active busy lifestyles while balancing a family
  • 115. The highest projected target for the brand is women ages 25-54 with a household income $75,000+ according to 2009 MRI
  • 116. The largest demographic of that projection is financially stable women 35-49 thus making it the ideal target
  • 117. Actively pursuing a long healthy lifestyle and cannot afford to become ill or have a weakened immune system
  • 118. Established professional lives with strong motivations and clear life goals
  • 119. Committed and deeply established familial ties and personal relationships</li></ul>20<br />
  • 120. Revamped Positioning<br /><ul><li>DanActive is the convenient, quick, and easy way to protect the body’s natural defense system
  • 121. Convey immunity through the concepts of protection and defense
  • 122. The former position focused on DanActive’s ability to “boost” health but not the other benefits
  • 123. While DanActive does provide a “boost” it also:
  • 124. Protects the body’s defense system against illness from bacteria and stress
  • 125. Enhances the productivity of the digestive system
  • 126. Provides extra beneficial nutrients and probiotics</li></ul>21<br />
  • 127. Creatively Relaying “Defense”<br /><ul><li>Merge active, strong women with DanActive to create a protected warrior in both business and family lives
  • 128. DanActive visually is the shield – the strong, impenetrable line of defense against a weakening immune system due to stress or illness
  • 129. Represent the daily situations and frustrations – stress, cold weather, ill children, bad eating habits – that pose a true threat a healthy body
  • 130. The protected woman – with armor and shield labeled DanActive – has an advantage in all aspects of her life</li></ul>22<br />
  • 131. Creatively Executing “Defense”<br /><ul><li>Campaign Headline: “Protection Against Life’s Daily Battles”
  • 132. Mild humorous tone consistent throughout visually relayed in animation
  • 133. Magazine placements
  • 134. A businesswoman wields a DanActive shield protecting her from a stressed and sick conference room full of employees sneezing and coughing
  • 135. A mother juggles the hassles of her daily life including bacteria laden food, a sick child, work, all with the help of the DanActive shield
  • 136. Visual representation of a woman’s immune system being defended by a DanActive warrior who has defeated an army of bacteria</li></ul>23<br />
  • 137.
  • 138.
  • 139. 26<br />
  • 140. Creatively Executing “Defense”<br /><ul><li>Billboard Headline: “Your Shield for Defense Against Life’s Daily Battles”
  • 141. Visually represents the shield being created from opening the DanActive bottle
  • 142. Shows the correlation between continual defense and consumption of the product
  • 143. Television Spot
  • 144. A woman walks to a conference room, after drinking a DanActive, and gradually is covered in armor as the probiotics enter her immune system
  • 145. She is fully armored just before entering the room, protection at its maximum state, then is shown in normal clothes again as she delivers her presentation</li></ul>27<br />
  • 146. 28<br />
  • 147. Sound FX: Congested city noises, cracks of thunder and lightening fill the air<br />Action: Woman gets into elevator while sipping DanActive. VO: Have you ever felt like you need an extra layer of protection?<br />Action: Woman exits elevator as the lights flicker off showing her silhouette. Sound FX: Lightening and thunder crac. VO: You lack confidence when you’re not feeling your best. <br />Action: Lights flicker back on, woman appears in armor as she walks down the hallway. VO: Build and extra shield of Defense<br />29<br />
  • 148. Action: Woman walks down the hall as the lights flicker off again, showing her silhouette. Sound FX: Lightening strikes and thunder cracks.<br />Action: Lights flicker on, woman appears in armor again as she tosses DanActive bottle into trashcan and prepares to enter conference room. VO: Become protected against life’s daily battles.<br />Action: Solid color screen shot showing image of product and copy. VO: states the copy “Defend and support your immune system with DanActive’s uniquely formulated probiotic blend.””<br />Action: Woman is dressed once again in business attire as she conducts a presentation feeling confident and with an improved sense of well-being.<br />30<br />
  • 149. Moving Forward with Media<br /><ul><li>Heavy focus on magazine ad placements in leading publications that target business, family, home, and health
  • 150. Six Publications: Women’s Day, Vanity Fair, Shape, Cosmo, Better Homes and Garden, Good Housekeeping
  • 151. Strong blend of specific content (Shape, Good Housekeeping) with diverse, wide-ranged content (Women’s Day, Cosmo)
  • 152. Publications like Vanity Fair appeal to our wealthier, independent targets
  • 153. Publications like Better Homes and Garden appeal to our home and family-driven targets
  • 154. Pulsing Strategy Schedule
  • 155. Increased placements during flu season, beach season, and home improvement season</li></ul>31<br />
  • 156. Moving Forward with Media<br /><ul><li>Magazine Metrics (TReach, TGRP, TCPM)
  • 157. Women’s Day: 9%, 90, $4.3
  • 158. Vanity Fair: 33%, 330, $103.1
  • 159. Shape: 24%, 240, $73.1
  • 160. Cosmo: 10%, 100, $41.1
  • 161. Better Homes and Garden: 6%, 60, $49.1
  • 162. Good Houskeeping: 8%, 80, $54.4
  • 163. Total GRP: 900
  • 164. Total budget spent: $14,663,000
  • 165. The TFrequency for each publication is 10
  • 166. Data used based off 2009 MRI Product-Media information. The selected demographic is women 35-49</li></ul>32<br />
  • 167. Moving Forward with Media<br /><ul><li>Television spot integral to the media segmentation
  • 168. Only legitimate media choice to visually show the building and progressing of the defense system
  • 169. Animates the defense growing stronger and more complete around our target
  • 170. Billboard
  • 171. Visualizes an instant connection between defense – the shield – and the DanActive bottle
  • 172. The bold stream immediately and visually links the two as inseparable</li></ul>33<br />
  • 173. Flow Chart<br />34<br />
  • 174. Utilizing MarCom Tools<br /><ul><li>Sponsorship with the LPGA Tour
  • 175. A year-round tour, showcasing top female athletes, that promotes health and strong, independent women
  • 176. Provide DanActive to the players and the staff – keep them in top physical shape while on the course
  • 177. Traveling samples van
  • 178. Will arrive at large health-oriented events such as marathons and sporting events providing free samples
  • 179. There will also be a television screen on the side of the van providing the health information and benefits to the consumers</li></ul>35<br />
  • 180. Utilizing MarCom Tools<br /><ul><li>Smart Phone and Tablet application
  • 181. An application carrying a one-time fee that subscribes the consumer to a service that provides coupons and information directly to the smart phone or tablet
  • 182. Will also provide tips and information on maintaining a healthy lifestyle and improving other aspects of life
  • 183. Interactive Website
  • 184. There is no current DanActive website so one will be created that has games uncovering product information, coupons, and giveaways
  • 185. The website will host every advertisement – both television and print – and also exercise suggestions and healthy food choices to pair with DanActive</li></ul>36<br />
  • 186. Concluding Evaluation<br /><ul><li>Host focus group exposing the participants to the ads
  • 187. Gauge the advertisements’ effectiveness by participant feedback on message clarity, uniqueness, and how visually appealing they are
  • 188. Gauge how realistic and effective the particular target (women 35-49) is and whether DanActive is actually appealing to them
  • 189. Provide survey with traveling van
  • 190. Ad exposure and product consumption followed immediately by a survey with choices ranging from “very weak to very strong”
  • 191. Questions would pertain to taste, information provided by the video, advertisement concept clarity, and consumer’s likelihood to make DanActive a daily consumption</li></ul>37<br />

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