Raymond Giang Victoria Wong

Alex Cindy Chen

Agenda

      

Company s Background Price and Comparison Product Design Market Analysis Sustainability Improvement Conclusion

Company Background
 Danone  Canada s top yogurt producer

What is Activia?

Price
 Price is up to 40% higher then other yogurts
$12.00 $11.00 $10.00 $9.00 $8.00 $7.00 $6.00 01/28/2012 01/21/2012 01/14/2012 01/07/2012 12/31/2011 12/24/2011 12/17/2011 12/10/2011 12/03/2011 11/26/2011

Silhouette Activia Astro Yoplait

Yogurt Sales of Superstore in one week (24 Pack)

42

143 109

15

Competitors
Danone Activia Yoplait Yoplus Astro BioBest

Blueberry Vanilla Raspberry Strawberry Prune Plain sweetened/unsweetened Peach

Blueberry Acai Peach Cherry Blackberry Pomegranate Vanilla Strawberry

Strawberry Peach Blueberry Raspberry Pomegranate Black Cherry Orange Cranberry

Product Design

 Activia is aimed towards women 30-54 with digestive problems  Probiotics

 According to the World Health Organization, probiotics are live microorganisms which, when administered in adequate amounts, confer a health benefit on the host.

 Each serving of Activia contains over 1 billion live, active BL bacteria or bifidobacteria, called Bifidobacterium lactis

Product Promotion
 In September and October Danone offered  What is the 14 days challenge?
 Consume product for 14 days to receive full benefits

 It offers a 14 day money back guarantee  Belly Square

 Help increase market penetration
 Market penetration reached 41.9% in the 3rd quarter of 2009.

Challenges

 Lawsuit filed against Activia in 2007 for deceptive advertisement

 Was filed due to a lack of clinical evidence that it is in fact beneficial to your health  Claim has been settled after 4 years with $21 million and having to remove some of their claims from their products.

 Even though the lawsuit was lost, the sales of Activia continued to grow from $150 million to $252 million

Environmental Friendly

Environmental pioneer in Germany

May 25, 2011 - Improve packaging

A plastic from plants, not oil Enhance Image

Improvements

 Sustainable Ingeo Activia Yogurt Cup

Improve the Carbon Footprint by 25% Use 43% less fossil resources Fossil energy savings = 13,000 homes electricity Greenhouse gas saving = driving a vehicle 19 million km

Summary

 What we have accomplished