“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