Branding Actimel in Bangladesh

Topics: Brand, Brand management, Branding Pages: 39 (8582 words) Published: January 30, 2015


MKT 423
Brand Management
Sec 01

Term Paper
On
“Branding of Actimel in Bangladesh”

Prepared By
Mohammad Asif Chowdhury
Maisha Zaman
Masnun Ridwan Khan
Mohsin Uddin Taksin
Faraiba Farnan Tabinda
Tanushree

EXECUTIVE SUMMARY
This report is based on the international brand, Actimel, one of the most prominent brands of Danone, originally a French company. Danone has many other outstanding brands worldwide which include Aqua, Volvic, Evian, and Badoit, Yili, Aqua, Sehat, Robust, Bonafont. The main objective of Danone is to promote health regarding its targeted consumers. Similary, Actimel also possess this objective. We have discussed the marketing impacts in consideration to mainly brand equity of Actimel if it is introduced in the Bangladesh market.

Firstly we have started off by discussing the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of Danone in contrast to the Bangladesh market. We believe the main competitiors in Bangladesh are Yakult, Aarong yoghurt, Nestle. Then we have conducted a PEST (Political, Economical, Social, Technological) analysis of Danone in regards to the Bangladesh market. Then we have provided an analysis based on Porter’s Five Forces Model. Secondly, we have discussed the marketing objectives of the introduction of Actimel in Bangladesh. Our motto would be to create the same level of awareness in Bangladesh that Actimel has created abroad. Initially our target market is going to be the high income earning consumers, inclusive of both health conscious people and families with children. Our marketing strategy would include test marketing and other promotional activities to check the feasibility of the brand in Bangladesh. Thirdly, we have discussed the points of parity (POP) and points of difference (POD) of Actimel compared to other existing brands in the Bangladesh market. We believe it serves the same purpose of promoting health as well as serves the purpose of a regular yoghurt. However, it has some unique aspects due its usage of brand elements, brand leveraging, brand extensions and other related criteria which makes it unique in the market and therefore has the potential to make it unique in Bangladesh. These aspects provide with the required points of difference. We have also talked about the ways Actimel uses marketing support programs to keep up with the pace of changing technology to keep grabbing existing and new consumers.

Lastly, we have concluded our report by making some recommendations like bringing a variety of flavors in the market, collaborating with some similar companies in Bangladesh to obtain a wider market base, engaging in further brand extensions, ensuring the “Halal” aspect Due to Bangladesh being a Muslim country besides other recommendations. References and diagrams (particularly the CBBE model has been focused on) have been provided where required.

TABLE OF CONTENTS

Serial No.
Topic of Discussion
Page No.
1.
Company Overview – Danone
1
2.
Company Overview - Nestle
2
3.
SWOT Analysis
3
4.
PEST Analysis
4
5.
Porter’s Five Forces Model
5
6.
Marketing Objectives
7
7.
Target Market
8
8.
Marketing Strategies
9
9.
Promotional Activities
10
10.
Roles of Actimel
12
11.
Brand Building
15
12.
Marketing Support Programs
20
13.
Customer-based Brand Equity Model
23
14.
Recommendations
28
15.
References
30

COMPANY OVERVIEW (DANONE)
Danone was founded by Isaac Carasso in Barcelona in 1919. It was created to treat the children who are suffering from intestinal disorders. He introduced yogurt which is widely recognized for its health benefits. Danone yogurt tasted better than rival brands at that time. It is a global food processing company. The company produces wide range of fresh dairy products, water bottle, baby nutrition, yogurt, cereals and medical nutrition products. The company’s products are marketed under various brands such as Danone, Activia, Evian,...
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