Activia Case Study Analysis

Activia Case Study Analysis

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Activia Case Study Analysis

One of the most important factors that influence the success of an organization’s marketing processes is understanding the behaviors of consumers and devising effective strategies to woe them. Activia, an organization that deals with yogurt, has used varying strategies to woe consumers in different international markets, depending on the expected behaviors of the consumers. The purpose of this paper is to evaluate the content of Activia’s website with regard to its assumptions about the behaviors of the consumers in different countries and the key target group of the company’s products.

Discussion

Activia’s main website site has various elements that help to discern the company’s assumptions about the behaviors of targeted consumers. The home page displays a big image of Shakira, a singer who is well known worldwide. Next to her is a message indicating that Activia is working with the World Food Programme and Shakira to enhance the awareness of individuals about the significance of good nutrition and to donate meals to school children (Activa, 2014). Also, the page displays the video of the song that Shakira composed for the soccer World Cup that was held in Brazil in June and July, 2014 (Activa, 2014). There are also images of people watching soccer and the products sold by the company. The content of the home page indicates that Activia assumes that the consumers of its product value good nutrition, attach higher value to products and services that are endorsed by celebrities with good reputation, and value activities that enhance health, such as playing soccer. Also, the content indicates that Activia assumes that the consumers of its products value organizations that are involved in constructive social activities within the communities where they operate.

Each of Activa’s local websites for the different countries has unique features. While the site for the US is written in American English, the site for Italy is written in Roman. The site for the US displays .............