Abstract
Nowadays, working on a discipline like advertising is not an easy task to achieve. Advertisers have to be more and more attentive to the competition which is very large, even in the business to business market. They have to do the difference, in a world where advertising bludgeoning is on every corner. That is why we thought, it will be a good example to work on Actimel campaigns. It seems to us to be a branch which knew how to manage its advertisement strategies. To mark out key tendencies of the environment in which Danone is to operate, the pre-biotic dairy market analysis was conducted along with examining of company's internal capabilities so as to identify its strengths and opportunities in order to benefit from and weaknesses and threats to overcome and remain market leader. In this paper all the stages of working out Danone Actimel's advertising strategy are carefully overviewed in the following order: identifying target audience, pointing out of USP, deciding on compromise between rational and emotional approaches, articulation relevant message and, finally, creation of an advertisement through implementation of Facets model of effective advertising. The media planning of Actimel will also be analyzed here to show how those ones are directed to achieve their advertising objectives and strategies. Special recommendations will be studied as we thought Actimel way of doing advertisement could be criticized and also as the company has to face a strong competition, we do not always agree with Actimel strategies.
