Danone Actimel: Innovation Builds a Probiotic Mega-Brand : Market Research Report

Danone Actimel: Innovation Builds a Probiotic Mega-Brand

Published by: New Nutrition Business

Published: May. 1, 2007 - 39 Pages

Summary
1. Introduction: International success founded on innovation in marketing and packaging: 1.1 Brand positioning: Making Actimel synonymous with “natural defence”; 1.2 Packaging innovation and pricing; 1.3 Taste Matters; 1.4 Getting to know the Actimel consumer
2. Marketing communications: 2.1 Advertising; 2.2 Actimel challenges consumers; 2.3 Sampling is key; 2.4 Merchandising; 2.5 Marketing to health professionals
3. The Four Factor Checklist: How Actimel scores
4. Actimel market snapshots - Actimel in the UK, Germany and the USA: 4.1 .UK; 4.2 .Germany; 4.3 .USA
Photographs, Charts, Tables & Boxes
Photographs: 1. Danone Actimel 6-pack; 2. Danone Actimel’s website; 3. Danone Actimel’s website: Actimel’s function; 4. “Actimel Weatherproof weeks” advertisements: Germany; 5. Weather-defence print ads: Germany; 6. Advertising material for Actimel Challenge: UK; 7. Danone Actimel’s POS chiller; 8. Danone’s Essensis POS chiller; 9. Danone’s Actimel on supermarket shelves in Munich; 10. Danone Actimel Kids’ Pack; 11. DanActive packaging transformations: 2003, 2004, 2007; 12. Dannon’s DanActive website
Charts: 1. Actimel’s sales growth 1994-2006; 2. The rise and rise of Actimel in the UK; 3. Actimel - a dominant position in Western Europe’s daily dose probiotics’ market; 4. The rise and rise of the Netherlands’ daily dose dairy drink market; 5. Yakult - the historical leader in Latin America
Tables: 1. UK daily dose probiotic market 2005 and 2006; 2. Retail sales (in Euros) of probiotic dairy drinks in the Netherlands, 2001-2006; 3. Retail sales of probiotic dairy drinks in the Netherlands, 2001-2006, individual bottles sold; 4. Market shares in probiotic dairy drinks in the Netherlands
Boxes: 1. Danone’s major probiotic brands; 2. Danone’s explanation of probiotics and Actimel’s mechanism; 3. Some of the studies on Actimel and L.casei Defensis that are cited by Danone; 4. Engaging in a “cold war”: Marketing immunity in Germany; 5. Danone Actimel Russia; 6. Danone Actimel UK; 7. Danone Actimel Ireland; 8. Danone Actimel Mexico; 9. Danone Actimel Denmark; 10. The Netherlands; 11. Danone drives probiotic and immunity messages home; 12. DanActive

Abstract

This 39-page case study delivers a close-up view of Danone’s strategy and positioning for Actimel and the lessons that everyone can learn from this extraordinary probiotic dairy brand, which has had a transformative effect on the functional foods market. Actimel’s marketing communications, pricing, packaging, labeling, merchandising, advertising and consumer insights are analysed and explained in detail and illustrated with colour photographs, charts and images from advertisements. Danone’s Actimel probiotic drinking yoghurt is the world’s biggest immunity brand and one of the world’s biggest and most successful probiotic brands. First launched in Europe in 1994 in innovative 100ml daily-dose bottles, Actimel’s meteoric rise helped create a category which did not previously exist. At the most conservative estimate, Actimel earned over €1.4 billion ($1.8 billion) in retail sales last year. Today it can be found in 20 European countries as well as in South America and the Middle East and it was recently launched nationally in the US under the brand name “DanActive”. Its success has helped make Danone one of the world’s two biggest players in functional foods. This report is authored by Julian Mellentin, the editor of New Nutrition Business and an internationally recognised expert on the business of food, nutrition and health. Conceived in the same year that Actimel was launched, New Nutrition Business journal has been providing multinational corporations through to small start-up businesses with credible, reliable and thoughtful business insights for more than a decade

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2/15/2012 - 31

Danone Actimel: Innovation Builds a Probiotic Mega-Brand

Table of Contents

Abstract