ADM 3326 Lecture : Activia in Canada.pdf
25 Feb 2014
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Document Summary
Activia brand of yogurt from danone attained impressive results by the end of 2007 after a. Quebec test market in 2004 and a national launch in 2005. Market share reached 15% just ahead of danone"s silhouette at 12% and yoplait"s source at 11%. Volume doubled two years in a row and reached 28,000 tons. Awareness and brand knowledge levels showed strength due to extensive marketing communication during the national launch and spring campaigns during. The managers faced the task of building upon activia"s success while planning advertising and promotion for 2008 and 2009. Danone is a multinational with 90,000 employees and its mission, bringing health through food to as many people as possible is supported by wide-ranging international activities that promote health and nutrition with a keen responsibility towards sustainable development. Danone operates in 40 countries with about half of its sales occurring in western europe and plans to expand to 80 countries in the near future.
