Marketing strategies generally rely on four important elements; product, price, place, and promotion. Together, these four elements make up the marketing mix. The purpose of marketing mix is to satisfy the needs of consumers, achieve marketing goals, and create competitive advantages for companies in the marketplace. For this essay, a study was performed to gain understanding of how the marketing mix is utilized for Activia Probiotic Yogurt.

Activia is a brand of yogurt, owned by a company named Groupe Danone. Here in the United States, the company is known as the Dannon Company. The yogurts come in a variety are creamy and delicious, come in a variety of flavors, and contain probiotics, which aids in regulating the digestive system. Throughout the years, the health and wellness industry has grown in popularity, as consumers pay greater attention to living healthier lifestyles. This is a strong advantage Activia has in the marketplace, since it taps into the probiotic and healthy living crazes.

An item that is produced and marketed by a company and placed on the market for purchase is called a product. When developing a product, design, quality, and packaging are to be considered. It should be well packaged and visually appealing to consumers. Presentation is everything and product packaging plays an important role as a medium of marketing. It is instrumental in creating a brand’s identity, and aids in standing out from comparable items in the market. For instance, Activia grabs the attention of consumers, with its well designed green label. It stands apart from other competitor brands of yogurt on the market, because it is the only one with green labeling. Aside from packaging, the product itself must have something to offer consumers. When producing a product, clear thought must be given as to what it will offer and how it will differ from other comparable