“Branding of Actimel in Bangladesh”
Mohammad Asif Chowdhury
Masnun Ridwan Khan
Mohsin Uddin Taksin
Faraiba Farnan Tabinda
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
Topic of Discussion
Company Overview – Danone
Company Overview - Nestle
Porter’s Five Forces Model
Roles of Actimel
Marketing Support Programs
Customer-based Brand Equity Model
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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