As we all know, there are numerous brands for yoghurt products. Activia differentiates itself through offering functional food. They affirm, that their products contain´Bifidobacterium animalis´, a bacterium which helps to regulate the digestive system.
They divide the market through ´behavioural segmentation´.
Their target group are adults, especially women, who maybe have problems with their digestion or who just want to do something good for their health. They believe that eating this yoghurt makes them feel better.
That´s the occasion for women to buy this product, although it´s much more expensive than conventional yoghurt products and it´s criticized that their promises and claims are true. I think the Activia products are a big success for Danone. Danone discovered a market gap and found a alluring solution to win users by offering a new, functional product which appeals to a special target group and which differentiates from competitor products.
Rebecca Engesser
No comments:
Post a Comment