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Creative……………………………………………………………..
MARKET OVERVIEW
The product Activia yogurt is owned by the clientDanone Yogurt. It’s
consumption duringbreakfast and lunches is perceived as healthy. Activia is
available with or without added/artificialsugar, in 18 versatile flavors and in
4 differentpackage sizes. Furthermore, it also contains some added
probiotics which is known to reduce digestive problems but no claims are
made as such. Currently, Danone Activia is looking forward not only to
increase producttrial rate but also to create mass awareness of the online
Activia challenge. Consumers (any) are encouragedto take Activia yogurt
twice a day for 2 weeks and winners are announcedat the end of the
challenge. Its top competitors are Logo and Yoplait.
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PURCHASE BEHAVIOUR AND CONSUMPTION CHART
YOGURT CONSUMPTION: VOLUME ANALYSIS
CATEGORY %
population
%
purchasers
Individual
purchases
Total
number of
purchases
% purchase
Any 63.4 100 - 70150.5 100
Light 9.5 15.0 0.5 1350.5 1.92
Medium 32.3 50.9 2.5 22900 32.64
Heavy 21.9 34.03 7.5 45900 65.43
RECOMMENDATION: Target medium and heavy user group
Rationale:
Average individualpurchase of medium user category and heavy
users are 2.5 and 7.5 which is significantlygreater than light user
standing at only 0.5
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Medium and heavy users collectivelycontribute to 98% of all
purchases
Much of the revenue could be generatedif both these groups are
reachedeffectively
DEMOGRAPHICS SUMMARY
The target market for the Activia yogurt is as follows:
Targetingboth males and females, marriedcouples who speak English as
well as French predominatelyresidingin Quebec, Ontario and Toronto,
Montreal, Vancouver. They possess either a bachelor degree or university
degree and belong to 25-64 age group having an annual income of
$60,000-100,000+. The target audience is employed full time with a white
collar job and may be workingin technical or clerical department, sales,
teaching or workingas other manager
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Rationale:
Accordingto the data, the market is almost equallydivided among
both sexes, roughly9% more dominated by females havingan eight
percent more likelihoodof consumingyogurt. Nevertheless, the
marketing objective is to increase producttrial for consumers who are
open to consume yogurt. So, it’s recommended to target the male
user group
Recommendation:Target both male and female (dual targeting)
DEMOGRAPHIC AGE
10%
18%
27%
27%
18%
AGE
18-24
25-43
35-49
50-64
65+
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Medium-
heavy
user
18-24 25-34 35-49 50-64 65+
%Share 10.51 17.59 27.04 26.96 17.91
index 88 103 105 103 94
Rationale:
Group 35-49 and 50-64 have almost a quarter share (27.04 and 26.96
respectively) with 5% and 3% increasedlikelihoodof consuming
yogurt respectively, followedby 25-34 and 65+ age group having
nearlyequal market share at around 17 % but 65+ age group is 6%
less likely to consume yogurt because this group is aging and they
might be allergic to probiotics or maybe they are already
recommendedsome probiotics by the doctors. Also, people at this
age are even reluctantto experiment, furthermore, most of 65+
people are on medicines, so due to this they might be hesitant to try
new products. Therefore, much stress should be given to 25-34 age
group since there is potential in growth of market (existingshare of
medium to heavyusers is 17.59) and chances are bright that market
share could be swiftly expanded from 17% since people in this age
group are willingto make healthy lifestyle choices because they want
to look and feel young. Hence, are ready to experiment
Recommendation:Target 25-64 age group,primarily focusing on 25-
34 age group
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Rationale:
Though French Canadians haveless than a quarter share (22.06%) in
medium to heavyuser category but are 10 % more likely to consume
yogurt. On the other hand, English Canadians have over 3 quarter
share and represents a stable likelihoodto consume yogurt
Recommendation:It is highly recommended that both the
communities, English and French are reached and advertised
effectively
DEMOGRAPHIC INCOME
Medium-heavy
users
French Canada English Canada
% share 22.06 77.93
index 110 97
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Rationale:
As can be interpretedfrom the PMB data for the medium to heavy
users, target group having annual householdincome of $75,000 and
above should be targeted
9.21
11.13
15.41
10.94
17.55
35.76
annual household income(000s)
under $25,000
$25,000-$39,000
$40,000-$59,000
$60,000-74,999
75,000-99,999
$100,000 +
Medium-
heavy
user
Under
$25,000
$25-
$39(000)
$40-
$59(000)
$60,000-
$74,999
$75,000-
$99,999
$100,000
and
above
%share 9.21 11.13 15.41 10.94 17.55 35.76
index 74 92 98 101 109 109
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It is quite interesting to observe here a non-linear pattern that people
having$40,000-$59,000 have 4.47% more representation (15.41%) of
the user group than people having$60,000-$74,999 annual income
(10.94%)
Target audience shouldbe yieldingan annual householdincome of
$75,000- $ 100,000. Also, focus should be given to $60,000-$74,999
category since they are likely to consume yogurt and are potential
new yogurt customers. If targeted in appropriate direction, their
usage rates can be drasticallyelevated
Recommendation:Target people with annualhousehold income
$60,000 and above
DEMOGRAPHIC EDUCATION
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It’s quite hard decision based on this set of demographic since
university, bachelor and post grad degree has more or less same
likelihoodbut user group representation varies significantly
While comparing, it’s quite ironic that only 9.91% of post grad are
medium to heavyusers but exhibit a strong likelihood to the yogurt.
Also, universitydegree students here represents about a quarter
(23.67%) and students with bachelor degree represents 17.55%.
Generallyspeakingthese students have thirst for knowledge, they
believe on appropriate facts and rely on accurate information. If
advertisingwith a great key benefit statement or advertisingobjective
highlightingthe USP of the product is done, then usage of this
category within medium to higher users can be sky-rocketed
At the same time, high school students represents 25.41% share but
with no great enthusiasmas likelihoodis 1% less. Also, high school
graduate students do not match overall target profile since it’s
recommendedto target groups with higher annual income and
chances are less that high school graduates will have high disposable
income
Recommendation:It is recommended that target audience having a
university or bachelor’sdegree be considered since likelihood is more
at 2% and 5% respectively.
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DEMOGRAPHIC EMPLOYMENT STATUS
Medium-heavy
user
Full time Part time
%share 56.28 8.27
index 106 99
Rationale and recommendation:
As clearlyimpliedfrom the above data, it is strongly recommendedto
target audience whoworks full time
56.28
8.27
EMPLOYMENT STATUS
full time
part time
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DEMOGRAHIC VOCATION
Mediu
m-
heavy
user
profession
als
Senior
manag
er
Other
manag
er
White
collar
job
cleric
al
skille
d
unskill
ed
prima
ry
other
%share
5.82 4.18 13.6
8
12.9
3
8.2
7
9.2
6
9.69 1.34 34.8
3
Index
94 100 108 114 111 94 104 105 92
Rationale:
Largest percentage of heavy to medium users is depicted by “other
vocation” at 34.83 share but is 8% less likely to consume yogurt, so it
is recommendednot to go after this category.
5.82
4.18
13.68
12.93
8.27
9.26
9.691.34
34.83
VOCATION
professionals
senior managers
other managers
white collar jobs
clerical/secretarial
skilled
unskilled
primary
other
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On the contrary, white collar jobs such as in technical background,
sales, teaching followedby clerical andthen, other manager have
14%, 11% and 8% more interest with considerable marketshare at
12.9%,8.27% and 13.68% respectively and chances of improvements
are there due to great preference to the product. So, trial purchases
should be given to them
Recommendation:target other manager, white collar job and clerical
background target audience.
DEMOGRAPHIC MARITAL STATUS
Medium
-heavy
user
singl
e
Married/livin
g together
widowe
d
separate
d
Divorce
d
20.54
68.03
4.93
1.71
4.33
MARITAL STATUS
single
married/living together
widowed
separated
divorced
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%share 20.54 68.03 4.93 1.71 4.33
index 87 106 88 92 95
Rationale:
Clearly, marriedor couples livingtogether are primaryfocus since
they represent68.03% users in this category and are inclinedtowards
consuming yogurt. This is also a good idea since dual targetingcan
be done easily on both men and women
Recommendation:Target married couples
DEMOGRAPHIC CHILDREN
Medium-heavy
user
Children under 18 No child or above
18 years
36.2
63.8
CHILDREN
children under 18 years
no child or above 18
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%share 36.2 63.8
index 107 -
Rationale:
Marriedcouples fallingin age group 25-34 and are actively entering
into yogurt industry, other age group 34-64 is also Activia’s target
audience
Recommendation: Regardless of % share, target both the categories
BDI/MDI IMPLICATIONS
Brans
sales
(%)
Population
%
B.D.I Market
%
M.D.I
Atlantic 6.0 6.84 88 6.87 100
Quebec 32.0 23.5 136 25.34 108
Ontario 40.0 38.46 104 37.46 97
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Prairies 9.0 17.87 50 17.06 95
British
Columbia
13.0 13.32 98 13.28 100
IMPLICATIONS:
In Atlantic
B.D.I is less than M.D.I (88<100) which clearlyindicates that there is
significantmarket place for Activia but the brand is laggingbehind.
So, media dollars must be invested in this region in order to gain
sales
In Quebec
B.D.I is overdevelopedas compared to the market size(136>108), it
means that Danone Activia yogurt is doing well and is enjoyingan
overwhelmingresponse by the consumers,
In Ontario
Here B.D.I is equivalentto M.D.I (104>97). It means that in Ontario
Activia is doing reallywell and media dollars are being spent wisely. It
is preferredthat this shouldbe maintained
In Prairies
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Branddevelopment index (B.D.I) is significantlylower as compared to
M.D.I (50 B.D.I is far less than 95 M.D.I). It means that there is
considerable needfor yogurt but Activia is not at all recognized and
is laggingbehind. Intensive advertisingshouldbe done here to
expand into the market. Media dollars need to spend here. It might
be because market here is dominated by competitor brands, Yoplait
and logo
In British Columbia
B.D.I (98) is approximatelyequal to M.D.I (100). Activia is maintaining
its position in the market and it should focus on maintainingthis
position
6.98
25.72
37.24
17.3
12.75
36.24
REGION
ATLANTIC
QUEBEC
ONATRIO
PRAIRIES
B.C
MNTL/TOR/VAN
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Medium-
heavy
user
Atlantic Quebec Ontario Prairies B.C Montreal/Toronto/Vancouver
% share 6.98 25.72 37.24 17.3 12.75 36.24
index 102 109 97 97 96 102
Rationale:
Though Quebec has the highest index, Ontario will be preferredsince
Activia has alreadybeen overspendingin Quebec and now since the
brand name is alreadymaintainedthere, Activia should focus on areas
where it can generate sales from
Recommendation: Activia should produce massive awareness
of challenge in Ontario following by
Montreal/Toronto/Vancouver
MARKET SIZE
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Medium-
heavy user
Size<99,999 Size
100,00-
4999,999
Size
500,000+
%share 28.86 16.68 18.18
index 99 97 100
Rationale:
It’s recommendedto target size<99,999 since index of all is almost
the same and this community size has got the maximumheavy-
medium users
28.86
16.68
18.18
MARKET SIZE
community size<99,999
community size100,000-4999,999
community size500,000+
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Recommendation: Target size<99,999
SEASONALITY/TIMING
QUARTERS %SALES BY
QUARTER
REVISED
ALLOCATION
Q1 28 33
Q2 26 31
Q3 20 15
Q4 26 21
Recommendation:
5% budget has been added to January, February, March in which the
target audience will be reachedextensivelyto make them aware
about Activia challenge, benefits of participation, how to get coupons,
cash backs if you participate and this will be done via using social
media such as twitter, Facebook, outdoor interactive media and on
local radio stations. Also, this quarter is chosen since on new year’s
people tend to incline towards healthier lifestyle
Additional 5% budget is allocated in next quarter to attract potential
customers by offeringthem various coupons, gift-cards, freemiums.
Aggressive marketingwill be done for promotion in Walmart,
Loblaw’s and Shoppers drug mart. To add on, by this time(April, May,
June), people eagerly awaitfor summers to flaunttheir bodies, thus,
Activia may advertise on its USP of keeping digestive system and
hence body fit
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In quarter3, Activia will try to maintain its brandin the market and will
try to generate purchase action based on recencymodel
5% of the budget had been taken out from the last quarter since
duringmonths of October, November, December, people are
awaitingfor holidayseason, families have plans for ideal vacations
and nobody is actuallybothered about health
Reach/ Frequency/Continuity/Recency
QUARTER STRATEGY
Q1 REACH
Q2 FREQUENCY
Q3 RECENCY
Q4 CONTINUITY
Recommendation:
Quarter1: Reach strategy is used since Activia wants to reach as many
consumers. Television and online platforms will be used.
Quarter2: Frequency strategy is used to frequentlyreach target market to
increase sales promotions activities. Local radio stations, social, word of
mouth, digital display and outdoor media can be effectivelyused.
Quarter3: Recency could be maintainedvia television ads.
Quarter4: Magazines (both traditional and online) can be used since
people prefer to read, travel and relax duringend of the year. Online videos
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of Activia brandrelated to Christmas or holidays can be put online on
YouTube. Also, teaser ad can be launchedto create curiosityamong the
users regardingthe next Activia challenge.
CREATIVE
In order to achieve the media objective, it is importantthat the message is
impactful and the creative or the big idea and the central theme is able to
influence the target market.
Media history:
$M spent in 2014 $M spent in 2015
Television 4000 4000
Radio 500 500
Magazine 900 1000
Digital 800 1000
Online search 500 500
Total $ spent $6,700.0M $7,000.0M
Recommended:
$M spend in 2016
Television 3000
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Radio 500
Magazine 900
Digital 1200
Online search 800
Outdoor 1000
Total $ spent $7,400.0M
The spending of Activia is quite higher than its competitor brands.
Yoplaitspends $5,800.0M and logo spends $5,600.0M.Howerever,
they also include newspapers in the advertisingbut it’s recommended
that more media dollars should be invested in video ads since they
evoke emotions and engage with all sense of consumers
The creative should use different colors for differentflavors of Activia
Testimonials from alreadyexistingusers or nutritionistcouldbe
shown into the ad message
Lifestyle and positive appeal technique will work the best for Activia
yogurt
Coupons, gift cards, other sales promotion activities, possible prices
of Activia challengecouldbe promoted on radio via talk shows
Overall, Integrated marketingmix shouldbe implemented to convey
the same message and the creative should be such that it is visually
appealingto the audience
