Adv 459 Dan Active Group Plansbook

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Adv 459 Dan Active Group Plansbook

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