1. What forces in the marketing environment represent possible opportunities for Danone's Activia brand? What forces represent potential threats to the Activia brand?
2. How might a customer assess the value of activia yogurt? Be as specific as possible in your answer.
Those questions make up your assignment. What don't you understand about your assignment?
the threat of new entrants. It is easy for the new entrants to enter in the picture especially when the barriers are low. Danone should secure their production or to make there There would be a big threat to the arising new competitor/s especially when the latter sell their products at an affordable or cheap price but has the same health benefits with danone.
1. To identify potential opportunities and threats for Danone's Activia brand in the marketing environment, you can use a tool called PESTEL analysis. PESTEL stands for Political, Economic, Social, Technological, Environmental, and Legal factors. Here's how you can apply this analysis to understand the forces impacting Activia:
- Political: Look at government regulations and policies that may support or restrict Activia's growth. For example, government programs promoting healthy eating can be an opportunity, while regulations on food labeling or advertising may pose a threat.
- Economic: Consider economic factors like inflation, exchange rates, and consumer spending power. Economic growth and increased disposable income can create opportunities, while a recession or economic downturn may present threats.
- Social: Examine social and cultural trends that impact consumer behavior. For Activia, trends like increasing health-consciousness and demand for functional foods can be opportunities. On the other hand, negative perceptions or cultural barriers to consuming yogurt can pose threats.
- Technological: Assess the impact of technological advancements on Activia. Innovations in production processes, packaging, or distribution can be opportunities for cost reduction and reaching new markets. However, disruptive technologies that offer alternative healthy food options may represent a threat.
- Environmental: Consider environmental factors like sustainability, waste management, and climate change. Activia's brand can benefit from initiatives to improve sustainability and minimize environmental impact. However, negative publicity around environmental practices or increased competition from organic or eco-friendly products can be threats.
- Legal: Analyze relevant laws and regulations affecting Activia, such as food safety standards, labeling requirements, or industry-specific regulations. Adapting to changes in legislation and avoiding legal issues is important to ensure brand protection and compliance.
2. When it comes to assessing the value of Activia yogurt, customers can consider several specific factors:
- Nutritional content: Customers can assess the value of Activia by examining its nutritional information. They can look for details on the product packaging or website, such as the calorie count, protein content, and the presence of vitamins or probiotics. A customer interested in gut health may find the probiotic content valuable.
- Taste and texture: Customers may assess the value of Activia based on their personal preferences for taste and texture. They can compare it to other yogurt brands and consider factors like creaminess, sweetness, or variety of flavors available.
- Price: Customers often evaluate the value of a product based on its price. They may compare Activia's price to other yogurt brands or similar health-oriented products to determine if it provides good value for the cost.
- Brand reputation: A customer's perception of Activia's brand reputation can also influence their assessment of its value. Positive associations with quality, reliability, and trustworthiness can enhance the perceived value of the product.
- Health benefits: Activia's claim to aid in digestion through its probiotic content can be an important factor in the customer's assessment. Customers may consider scientific evidence, testimonials, or personal experiences to gauge the potential health benefits and value of consuming Activia.
Overall, each customer might prioritize different factors based on their individual needs, preferences, and values when assessing the value of Activia yogurt.