Temat: Bomba zegarowa
...been turned by Danone into one of the world’s biggest functional brands, is one of the most fascinating success stories of the food industry. Julian Mellentin interviewed Ian Wilson, General Manager of Actimel worldwide. marketing, marketing i jeszcze raz marketing: And the growth model for Actimel relies heavily on a massive advertising spend (...) Take the UK as a benchmark, where last year Danone was the fourth-biggest spender on TV advertising of all food and drink brands – just after Unilever with its cholesterol-lowering spread Flora Pro.activ in number three slot. Danone invested around € 12 million in advertising Actimel, earning € 37 million in sales. If we extrapolate that across the brand internationally, it would suggest that Danone is spending over € 100 million on advertising a brand which earned the company € 350 million in sales last year. (...) the bottles are only 100g...
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