DANACTIVEOlivia Clepper, Sean McIntyre, Amos Wheatley, Andrew Smith, Chris Rohman

PLANSBOOK

Adv 459 – Spring 2011April 17, 2011

Table of Contents

Executive Summary ………………………………………………………………….……... 3

Situation Analysis ……………………………………………………………................ 4 - 16

Summary of Situation Analysis ………………………………………………………….... 17

Objectives …………………………………………………………………………………… 18

Strategy ……………………………………………………………………………………… 19

The New DanActive Target ………………………………………………………………... 20

Revamped Positioning …………………………………………………………………….. 21

Creative Strategy …………………………………………………………………………… 22

Creative: Magazine ………………………………………………………………….... 23 - 26

Creative: Billboard and Story board ……………………………………………….... 27 - 30

Media Strategy ……………………………………………………………………….... 31 - 33

Flow Chart ………………………………………………………………………………….. 34

MarCom Tools ………………………………………………………………………..... 35 - 36

Campaign Evaluation ………………………………………………………………………. 37

2

Executive Summary

As a group we are striving to resurrect Danactive as brand. The lawsuit

has prevented the ability to run a campaign since early 2009. This has

allowed sister-brand Activia to take over top of mind awareness in the

functional yogurt market.

Through our campaign we establish a new brand identity and raise brand

awareness. The lawsuit has also created a negative relationship

between brand and consumers. Our analysis shows that re-establishing

that relationship provides the best opportunity for campaign success.

Creatively we utilize magazine placements, television commercial, and a

billboard. The diversity of our mediums will achieve the desired reach

and frequency of our campaign.

3

The Current Market

Positive correlation between high income/high education and yogurt consumption (2009 MRI+ Research)

Generally, wealthier consumers can afford healthier choices when shopping

Generally, wealthier consumers remain healthy as they age (Journal of Sociology, University of Melbourne)

More likely to improve from poor health to good

Total yogurt sales equal $2.9 billion (USDA Economic

Research Service)

Total yogurt production: 74 million gallons/year

11% increase in US Dairy Market 2005-2010

DanActive and Activia represent 25% of Dannon’soverall sales (The Wall Street Journal, April 15, 2010)

4

Current Trends & Growth

Yogurt market increased from a $300 million dollar market in 1980 to a $3.5 billion market in 2005 (USDA Economic Research Service)

Market is continuing to rapidly expand– Greek yogurt is experiencing rapid growth

– Established brands are emphasizing probiotic products

– Functional yogurts with health benefits

Yogurt and yogurt drink sales have risen steadily over the past five years (Research and Markets)

– Consumers are more concerned with healthy eating

– Seeking out functional yogurts with health benefits

5

What is DanActive?

First introduced in Europe as Actimel in 1994

Introduced stateside in 2004 as DanActive

Released nationwide in 2007

A probiotic yogurt, taken as a drink, that builds and

restores the body’s natural defenses

Utilizes a patented bacteria known as L. Casei

Immunitas

6

What are DanActive's Benefits?

Claimed benefits:

Improvements in general digestion

Reduces gastrointestinal and respiratory illness among elderly

Improved digestion among lactose-intolerant consumers

Low-calorie and low fat supplement

70 calories per serving / 1g of fat per serving / 13g of sugar

Per European Journal of Clinical Nutrition:

Incidences of common infections was 19% lower

Incidences of gastrointestinal infections was 24% lower

638 participants administered both DanActive and placebos

The British Medical Journal cites benefits as:

Help avoid diarrhea symptoms associated with antibiotics

Some British hospitals have given DanActive to curb the

spreading of C. difficile “superbug”

7

Lawsuit & Settlement

January 2008 – class action lawsuit filed in the state of CA accusing DanActive of false advertising

$21 million multi-state settlement

“Dannon must stop deceptive hypes for health and digestive

benefits for DanActive and Activia.” (Attorney General of CT)

Repercussions:

Must remove the word “immunity” from labels

Must replace “improve” with “interact”

FDA must approve any claim affecting cold and flu symptoms

Limits creative strategy

8

Current Concept & Ads

Concept: Immune system booster

Positioned as an ideal breakfast choice and daily snack of a healthy diet

Positioned well as an aid to healthy diet and not as the “be

all, end all” product of a healthy diet

Utilizing television commercials to target women constantly on the go Professional environment

Family & home environment

Constantly on the go, possibly being constantly stressed leads to lowered immune system defense – DanActive restores.

Current advertising seeks to inform instead of persuade Using visual diagrams

Spokeswoman is a certified dietitian and not a celebrity

9

DanActive's Consumer Base

According to 2009 MRI research: The primary group of DanActive consumers is health-conscious women

ages 25-54

Committed to the well-being of herself and her family

Enjoys health, home service, news/business/finance, & feminine magazines and TV channels

Stub Total ‘000 Proj. ‘000 Index

Women: 25-54 56,445 1,428 121

Income: $75K-

$149K

37,451 765 98

College Educ. 39,712 853 103

Children: 6-11 23,654 555 112

10

Competitors: ActiviaStub Total ‘000 Proj. ‘000 Index

Women 25-54 56,445 4,326 114

Income: $75K-

$149K

37,451 2,920 116

College Educ. 39,712 3,489 131

Children: 6-11 23,654 1,873 118

• Same parent company – Dannon

• Product concept is very similar to that of DanActive

• Functional yogurt that appeals to health-conscious women

• Competing within same consumer base

• Higher indexes for Activia within each MRI+ category

• More visible brand and higher recall & recognition

• Current advertising campaign

• DanActive hasn’t shown a commercial on-air since 2009

11

Competitors: YoPlus

Stub Total ‘000 Proj. ‘000 Index

Women: 25-54 56,445 619 109

Income: $75K-

$149K

37,451 312 83

College Educ. 39,712 348 87

Children: 6-11 23,654 236 99

•Not just probiotic formula•Antioxidants A&E

•Fiber for digestive health

•Calcium and vitamin D for bone health

•Unique selling points for YoPlus compared to one for DanActive

•Parent company with loyal consumer base•Yoplait and Dannon, as established brands, continue competition with

probiotic product

12

Dannon's Competing Products

Activia poses the main threat to DanActive

Similar target market (MRI+ table)

Similar product concept

Both products position as functional, healthy yogurts

Lack of brand awareness

Activia has top of mind awareness due to current campaigns

DanActive has not created a campaign since early 2009

Name confusion

Consumers are unable to distinguish the difference between the two

products’ titles

13

Problem: Limited Creative Strategy

Due to lawsuit, DanActive can no longer position itself

based on its specifications

Can no longer claim immunity defense

Brand Equity

Future campaigns must rebuild perceptions about the product

Cannot be so forthright in establishing what the product does for the

consumer

“interact with immune system” not “improve immune system”

14

DanActive's Opportunities

Market is rapidly expanding

There is room for growth as consumers switch to a more health-

conscious lifestyle

Functional yogurt provides specific health benefits

Advertisements can showcase the positive correlation between product

consumption and good health

15

Future Directions

Emphasize the differences between DanActive and

Activia

DanActive and Activia both target digestive tract

DanActive offers other benefits as well

EX: immune system support

Create own identity for DanActive

Will sustain longevity in the market

Product design already geared to the “on the go“ consumer

Re-sealable cap on bottle

16

What is Learned from the SA

The ideal target for DanActive is women ages 35-49

who are financially stable and can be as equally focused

on business life as they can on family life

The two biggest obstacles facing DanActive’s growth are

the similarities to the more popular sister-brand Activia

and the lawsuit preventing campaigns to use specific

terms

The opportunity for growth and success is realistic if

DanActive creates a unique identity by showcasing the

defense for the body it builds and also fully separates

itself from the lawsuit

17

What We Hope to Achieve

Over the campaign period of one year (Dec – Nov)

Increase general brand awareness by 20%

Increase positive perception of the brand by 15%

Increase top of mind awareness by 10%

18

Strategy Moving Forward

Affect the cognitive and attitudinal communication

effects in our consumers

Build a new and improved awareness of the brand

Will differentiate itself from its competitor and sister-brand Activia

Will rebuild a positive association between the consumer and brand

following the damaging lawsuit

Will establish itself in the target market as a unique product representing

its protective and defensive capacities

19

The New DanActive Target

The current DanActive target is women ages 30-45 who

lead hectic and active busy lifestyles while balancing a

family

The highest projected target for the brand is women

ages 25-54 with a household income $75,000+

according to 2009 MRI

The largest demographic of that projection is financially

stable women 35-49 thus making it the ideal target

Actively pursuing a long healthy lifestyle and cannot afford to become ill

or have a weakened immune system

Established professional lives with strong motivations and clear life

goals

Committed and deeply established familial ties and personal

relationships

20

Revamped Positioning

DanActive is the convenient, quick, and easy way to

protect the body’s natural defense system

Convey immunity through the concepts of protection and

defense

The former position focused on DanActive’s ability to

“boost” health but not the other benefits

While DanActive does provide a “boost” it also:

Protects the body’s defense system against illness from bacteria and

stress

Enhances the productivity of the digestive system

Provides extra beneficial nutrients and probiotics

21

Creatively Relaying “Defense”

Merge active, strong women with DanActive to create a

protected warrior in both business and family lives

DanActive visually is the shield – the

strong, impenetrable line of defense against a

weakening immune system due to stress or illness

Represent the daily situations and frustrations –

stress, cold weather, ill children, bad eating habits – that

pose a true threat a healthy body

The protected woman – with armor and shield labeled

DanActive – has an advantage in all aspects of her life

22

Creatively Executing “Defense”

Campaign Headline: “Protection Against Life’s Daily

Battles”

Mild humorous tone consistent throughout visually

relayed in animation

Magazine placements

A businesswoman wields a DanActive shield protecting her from a

stressed and sick conference room full of employees sneezing and

coughing

A mother juggles the hassles of her daily life including bacteria laden

food, a sick child, work, all with the help of the DanActive shield

Visual representation of a woman’s immune system being defended by

a DanActive warrior who has defeated an army of bacteria

23

26

Creatively Executing “Defense”

Billboard Headline: “Your Shield for Defense Against

Life’s Daily Battles”

Visually represents the shield being created from opening the DanActive

bottle

Shows the correlation between continual defense and consumption of

the product

Television Spot

A woman walks to a conference room, after drinking a DanActive, and

gradually is covered in armor as the probiotics enter her immune system

She is fully armored just before entering the room, protection at its

maximum state, then is shown in normal clothes again as she delivers

her presentation

27

28

Sound FX: Congested city noises, cracks of

thunder and lightening fill the air

Action: Woman gets into elevator while sipping DanActive.

VO: Have you ever felt like you need an extra layer of

protection?

Action: Woman exits elevator as the lights flicker off showing

her silhouette. Sound FX: Lightening and thunder crac. VO:

You lack confidence when you’re not feeling your best.

Action: Lights flicker back on, woman appears in armor

as she walks down the hallway. VO: Build and extra

shield of Defense29

Action: Solid color screen shot showing image of product

and copy. VO: states the copy “Defend and support your

immune system with DanActive’s uniquely formulated

probiotic blend.””

Action: Woman walks down the hall as the lights flicker

off again, showing her silhouette. Sound FX: Lightening

strikes and thunder cracks.

Action: Lights flicker on, woman appears in armor again as

she tosses DanActive bottle into trashcan and prepares to

enter conference room. VO: Become protected against

life’s daily battles.

Action: Woman is dressed once again in business attire

as she conducts a presentation feeling confident and

with an improved sense of well-being.30

Moving Forward with Media

Heavy focus on magazine ad placements in leading

publications that target business, family, home, and

health

Six Publications: Women’s Day, Vanity Fair, Shape, Cosmo, Better

Homes and Garden, Good Housekeeping

Strong blend of specific content (Shape, Good Housekeeping) with

diverse, wide-ranged content (Women’s Day, Cosmo)

Publications like Vanity Fair appeal to our wealthier, independent targets

Publications like Better Homes and Garden appeal to our home and

family-driven targets

Pulsing Strategy Schedule

Increased placements during flu season, beach season, and home

improvement season

31

Moving Forward with Media

Magazine Metrics (TReach, TGRP, TCPM)

Women’s Day: 9%, 90, $4.3

Vanity Fair: 33%, 330, $103.1

Shape: 24%, 240, $73.1

Cosmo: 10%, 100, $41.1

Better Homes and Garden: 6%, 60, $49.1

Good Houskeeping: 8%, 80, $54.4

Total GRP: 900

Total budget spent: $14,663,000

The TFrequency for each publication is 10

Data used based off 2009 MRI Product-Media information. The selected demographic is women 35-49

32

Moving Forward with Media

Television spot integral to the media segmentation

Only legitimate media choice to visually show the building and

progressing of the defense system

Animates the defense growing stronger and more complete around our

target

Billboard

Visualizes an instant connection between defense – the shield – and the

DanActive bottle

The bold stream immediately and visually links the two as inseparable

33

Flow Chart

Magazines Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Total

GRP

Cost(000)

CPM

Women's Day 18

57.6

8.6

9

28.8

4.3

9

28.8

4.3

18

57.6

8.6

18

57.6

8.6

18

57.6

8.6

90

288

7.1

Vanity Fair 66

353.4

206.2

33

176.7

103.1

33

176.7

103.1

66

353.4

206.2

66

353.4

206.2

66

353.4

206.2

330

1,767

171.8

Good Housekeeping 16

730.2

108.8

16

730.2

108.8

16

730.2

108.8

16

730.2

108.8

8

365.1

54.4

8

365.1

54.4

80

3,651

90.7

Better Homes &

Garden

12

974

98.2

12

974

98.2

12

974

98.2

6

487

49.1

6

487

49.1

12

974

98.2

60

4,870

81.9

Shape 48

343.4

146.2

48

343.4

146.2

24

171.7

73.1

24

171.7

73.1

48

343.4

146.2

48

343.4

146.2

240

1,717

121.9

Cosmo 20

474

82.2

20

474

82.2

10

237

41.1

10

237

41.1

20

474

82.2

20

474

82.2

100

2370

68.5

Total 180

2,933

108.4

42

205.5

53.7

42

205.5

53.7

180

2,933

108.4

34

408.7

57.1

34

408.7

57.1

180

2,933

108.4

6

487

49.1

6

487

49.1

180

2,933

108.4

8

365.1

54.4

8

365.1

54.4

900

14,663

90.3

34

Utilizing MarCom Tools

Sponsorship with the LPGA Tour

A year-round tour, showcasing top female athletes, that promotes health

and strong, independent women

Provide DanActive to the players and the staff – keep them in top

physical shape while on the course

Traveling samples van

Will arrive at large health-oriented events such as marathons and

sporting events providing free samples

There will also be a television screen on the side of the van providing

the health information and benefits to the consumers

35

Utilizing MarCom Tools

Smart Phone and Tablet application

An application carrying a one-time fee that subscribes the consumer to a

service that provides coupons and information directly to the smart

phone or tablet

Will also provide tips and information on maintaining a healthy lifestyle

and improving other aspects of life

Interactive Website

There is no current DanActive website so one will be created that has

games uncovering product information, coupons, and giveaways

The website will host every advertisement – both television and print –

and also exercise suggestions and healthy food choices to pair with

DanActive

36

Concluding Evaluation

Host focus group exposing the participants to the ads

Gauge the advertisements’ effectiveness by participant feedback on

message clarity, uniqueness, and how visually appealing they are

Gauge how realistic and effective the particular target (women 35-49) is

and whether DanActive is actually appealing to them

Provide survey with traveling van

Ad exposure and product consumption followed immediately by a survey

with choices ranging from “very weak to very strong”

Questions would pertain to taste, information provided by the

video, advertisement concept clarity, and consumer’s likelihood to make

DanActive a daily consumption

37