Becel Margarine Case Analysis
I. Executive Summary
Becel needs to adjust their promotional efforts to address both a heart healthy and great tasting product, while expanding their target market to the twenty-five and above demographic. Becel’s current customers are largely empty nester households where the customers tend to be affluent with high incomes and over sixty-five years of age. By adjusting their promotional efforts to address both a heart healthy and great tasting product, Becel will be able to meet the needs of the twenty-five and above demographic. Becel’s strengths include a strong reputation as a leader in heart health and nutrition education, being the premium priced margarine, and the highest consumer loyalty of any margarine category. Among some of the weaknesses of Becel are lack of a strong presence in Western Canada, not positioned as great tasting, and a low advertising awareness. Opportunities include the consideration of health and taste when selecting margarine, selling in bulk quantity to large family households, and increased awareness of health issues. Canola Harvest positioning their margarine as the healthiest and best tasting and offering it at a lower price, competitors gaining market share at a faster rate than Becel, and regulations on the margarine category are among the threats facing Becel.
Three alternatives were developed to help solve Becel’s problem. “Run Canada, Run” portrays Becel as the margarine that is geared towards a heart-healthy lifestyle. “Body by Becel” conveys how Becel can help you lose weight and stay healthy. “Now We’re Cooking with Becel” demonstrates how Becel can be used in a variety of healthy, day-to-day recipes.
Innovative Solutions’ educated recommendation is “Now We’re Cooking With Becel”. This will allow Becel to expand their target market, while promoting their product as heart healthy and great tasting. By implementing this recommendation, Becel will have the opportunity to create a competitive advantage and gain market share.
II. Introduction
Unilever was formed in 1930 when British soap maker Lever Brothers merged with the Dutch company Margarine Unie. This merger “allowed both companies to benefit from many raw materials and resources that they had in common” (Kerin and Robertson 600). Unilever Canada is a division of the international Unilever group, headed by two paren...
... middle of paper ...
...
BUDGET
“Now We’re Cooking With Becel.”
Cos Cost of production $2000 X 2 Commercials
$4,000.00
Commercial Placement Costs
Food Network (11months, 14 spots/wk at
$232.13 each)
$142,992.08
CBC Quebec, (10 months, 10 spots/wk
$200)
$80,000.00
CBC Western (10 months, 10 spots/week
$170 )
$68,000.00
Sponsorship of Cooking Thin television show (negotiable)
$1,000,000.00
Total
$1,294,992.08
Works Cited
Canadian Broadcasting Corporation www.cbc.ca
Chum Limited Media www.chumlimited.com
Nielsen’s Canada
http://64.233.161.104/search?q=cache:5qd-mM60xAUJ:www.digital-adventure.com/pdf/TVLNielsens_4thQtr_BCAdult.pdf+food+network+canada+rank&hl=en
Weight Watchers Canada www.walmar.com
Food Network Canada www.foodtv.ca
The world Fact book
http://www.cia.gov/cia/publications/factbook/geos/ca.html#Geo
Information from these sources as well:
http://www.hackcanada.com/canadian/other/adbusters.html
http://www.dietfacts.com/html/items/17014.htm
http://thesoydailyclub.com/Food/becel01072003.asp
http://www.corporatewatch.org.uk/profiles/food_supermarkets/unilever/Unilever-profile.rtf
The presentation will also emphasize how persuasive advertisements can have significant effects on society, including society’s ideological perception of products and their contribution to the nation’s overall health. It was even found to have more Kilojoules than an average Mars Bar! In fact, the study found that most muesli bars usually have more than 1000 Kilojoules. See how misleading advertisements and packaging can be! These clever marketing techniques give extremely sugary foods a healthy perception to make it more enticing to buy – even though it’s still not healthier than confectionary.
My SNHU Pet Store is growing because of its success in providing quality products to their pet-owning customers. The company would like to introduce a new line of pet foods with no artificial ingredients or additives. It will be a high quality pet food that would mirror the company’s dedication to providing quality pet products and will be named “My Healthy Best Friend.” This paper will show you how we will be doing this with this new product.
Academia Barilla’s consumers are still a specialized target, despite recent efforts for expansion and growth. For its gourmet foods product line, demographics of consumers in major markets tend to be upper middle to high class citizens of middle to older age. Italy represents the major market for Academia Barilla, with Europe and North America showing promising growth. However, recent severe economic troubles in Italy, Europe, and the United States are a major cause of concern and must be monitored. Regulatory bodies in the countries which market Academia Barilla do not tend to interfere with production. Current consumer trends for healthier, more organic products should be monitored. Whole-wheat and low-carbohydrate products have increased in demand during the past half-decade. Recent developments in the IT field have helped bring e-commerce to new heights. Finally, emerging economies in countries such as Brazil, China, India, and Russia may be targets for possible future high growth opportunities.
How Enjoy Life Foods will increase market share is by first using its connections with Mandelez International, to create a distribution relationship with mass market retailers. Focusing on the public with ads and our mission, hopefully over time we can gain the trust of the Europeans with our products. Enjoy Life Foods would need to create multiple social platforms in different languages. Interacting with the consumers as much as we can will increase our brand
Soylent’s competitor Huel is Kosher and usable for those with a soy allergy. Ambronite is non-GMO, uses no added sugar, and is organic. As these products become more popular, more companies will begin to open and gain a following by first appealing to a niche consumer group (like those gluten or soy allergies). In the future, our capitalist culture ensures that Soylent will be competed against by several other companies. Yet, it seems bet that one would be unable to find Soylent and similar products in a store, but tailored to he or she personally (as it is impossible to create a universal meal replacement).
The low-calorie, high-intensity sweetener market has been dominated by one major player, NutraSweet, with annual sales of $711M and about 80% market share (the total market in 1986 was $884M annual sales). NutraSweet, a monopolist in the industry, was able to charge premium prices and successfully capture the majority of the pie. Also, the market was expected to grow 15% annually, with a 70% projected sales growth in Europe and Canada. However, since NutraSweet’s original patents were due to expire soon (Europe/Canada market patent expires in 1987 and US in 1992), a new entrant was threatening to enter the lucrative low-calorie sweetener market – HSC.
The European Vice President of United Cereal (UC), Lora Brill, is confronted by a dilemma: to launch a new product called Healthy Berry Crunch as the first ‘Eurobrand’ or not. A wrong decision may destroy her career, especially since Healthy Berry Crunch is not only a new concept of healthy cereal, but also a pioneer of United Cereal’s Eurobrand, which is different from the company’s usual standards. On the other hand, if she makes the right decision, she may be able to grow the company to a whole new level.
The cereal makers were really being questioned and criticized about what was actually being put in the cereals that they advertised. It also mentioned how that a third of the brands of cereals produced had sugar levels ranging up to an alarming 50 percent, which meant tha...
Lee, Pamela. "MSG: For you and me?." www.Moscowfood.coop. Crown Publishers, Inc, 1997. Web. 27 Sep 2011.
This report outlines and analyses the consumer decision process encountered when purchasing biscuits in relation to primary market research completed targeting one particular demographic of the possible market. The purpose of market research is to ensure that a businesses focus is on producing a product that meets the needs and wants of consumers, therefore it is essential to identify a potential target market and create a product that is able to be successful at all stages of the consumer decision cycle (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146). The report will explore the effects within the biscuit industry of various external factors influencing their products. Political and legal regulations, socio-cultural trends, economic shifts and the natural environment all impact a consumer’s decision making process and in turn the necessary actions of the businesses. Additionally, there are various demographic, geographic, behavioural and psychographic traits and trends of the target market that are inextricably linked to the circumstances within a marketplace and are analysed (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146).
In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in November 1956; HUL offered 10% of its equity to the Indian public, being the first among the foreign subsidiaries to do so.
Unilever is one of the largest packaged consumer goods companies specializing in hundreds of different brands. Unilever is based in Holland and the UK and is jointly owned by Unilever N.V and Unilever PLC. Both companies have the same board of directors but operate as a single entity and list there stock separately. In 2000, Unilever restructured their board of directors by electing new faces to the board and seeing other key members retire, like Jan Peelen and Robert Philips.
Recently the company sales was hit with a growing demand for low-carb snack bars. Customer preference has changed towards the NRG-A and NRG-B bars and so they want a product with low-carbohydrates in it. Fitter Snacker decides to put a new low-carb bars into the market because of its plans to remain in competition even though it isn’t recording any lost in sales.
The target market will be specifically made up of males and females ranging in ages from 18- 45. This segment was selected as many people younger than this age are still having their meals selected for them whereas those who are older than this bracket are seeking a healthier and more holistic lifestyle. For secondary target markets healthier products should be provided as well as products for children
After looking at trends in the market and seeing that consumers are becoming more health conscious and the need for food that is easy to prepare it was decide that this product would do well in a consumer market made up of mid and upper mid income families and individuals.