Dieter Fotino, global senior brand manager at Danone, gave a lecture lecture to the students of the Marketing and Sales Club at School of Economics. Dieter Fotino is in charge of the Actimel brand on a global scale and started the discussion paper explaining to the students the evolution of the brand from its peak in the 90's until today. The speaker described each of the strategies that have led to a new positioning of the product.

One of the most iconic features of Actimel is undoubtedly "the packaging". "The consumer recognizes the packaging and that is why it is very important" said speaker. Every detail is relevant. To realize these particularities, the best technique is always to "ask the consumer".

Fotino placed great emphasis on the new social habits that have changed the way we behave. "It's not about having, it's about using: using Spotify, Facebook, Twitter..." he said. He also stresses that we live in a "social world" in which "engagement" prevails: making "friends" and getting along. For this reason, Fotino defended that "you have to know what you are talking about and always be present where your people are". 

Marketing and Sales at Danone

Dieter explained that it is essential to consider the "brand purposeThe important thing about a product is that it has value," said Fotino. "The important thing about a product is that it has value," said Fotino. After researching their own "brand purpose" with various consumer programs of study they determined that it said "stay strong" or "a por el día" in the case of Spain.

They then defined the territory or context of action and the tone of voice with which they wanted to address their consumers. Dieter emphasized that brands go beyond "has and done; they also have a feel and purpose". In other words, there is also an emotional part of the brand in which values and personality are expressed.