Actimel leads the culture club

Doonar, Joanna
November 2003
Brand Strategy;Nov2003, Issue 177, p23
Trade Publication
Case Study
Discusses how Actimel, a probiotic dairy drink produced by Great Britain-based Danone, have successfully establish its name in the dairy drink market. Marketing strategy during its introduction phase; Comparison on Actimel and Yakult's performance and approach in penetrating the vast majority of the market; Percentage growth in sales and market of the product.


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