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2011 | nr 5 (54) | 78--90
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Marketing Strategy of the New Product Introduction on the Market

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Choosing an effective marketing strategy is essential and key factor of the companies´ success when introducing the new product. Usually the effective marketing strategy means implementing of marketing mix in the practise. Danone company realizes that to attract the attention of the customers and wide society is possible only by implementing of carefully chosen tools of marketing communication policy and combine them in the best possible way with the only aim to introduce the new product to the customers and make them to buy this new product. The company developed a project "Available Activia" pointing at the reasonable price of the Activia products. With the perfect concept Danone wanted to attack the competition and bring yogurt with scientifically proven probiotic effects to the attention of the general public. In order to meet those objectives Danone developed a marketing strategy, consisting of product policy, price policy, distribution policy and communication policy while the promotion was based on the most powerful tool of communication policy - advertising on TV, in the other media and internet. (original abstract)
  • Slovak Agricultural University in Nitra
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