Becel Margarine Case Analysis Essay -- Business Marketing Case Becel E

Becel Margarine Case AnalysisI. Executive SummaryBecel needs to place their promotional efforts to address both a heart healthy and grand penchant crop, while expanding their target mart to the twenty-five and supra demographic. Becels current customers atomic number 18 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 spectacular penchant product, Becel will be able to meet the needs of the twenty-five and above demographic. Becels strengths include a strong reputation as a leader in heart health and nutrition education, being the support 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 sensation. Opportunities include the consideration of health and experime nt 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 Becels problem. tryout Canada, Run portrays Becel as the margarine that is geared towards a heart-healthy lifestyle. personate by Becel conveys how Becel can help you lose weight and stay healthy. at a time Were Cooking with Becel demonstrates how Becel can be used in a variety of healthy, day-to-day recipes. Innovative Solutions educated recommendation is Now Were 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 take a shit th e opportunity to create a competitive advantage and gain market share.II. IntroductionUnilever was formed in 1930 when British soap maker prize Brothers merged with the Dutch company Margarine Unie. This merger allowed both companies to turn a profit from many raw materials and resources that they had in common (Kerin and Robertson 600). Unilever Canada is a division of the foreign Unilever group, headed by two paren... ...BUDGETNow Were Cooking With Becel. romaine Cost of production $2000 X 2 Commercials$4,000.00 Commercial Placement be forage 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 $one hundred seventy ) $68,000.00 Sponsorship of Cooking Thin television show (negotiable) $1,000,000.00 Total $1,294,992.08Works CitedCanadian Broadcasting Corporation www.cbc.caChum Limited Mediawww.chumlimited.comNielsens Canadahttp//64.233.161.104/search?q= cache5qd-mM60xAUJwww.digita l-adventure.com/pdf/TVLNielsens_4thQtr_BCAdult.pdf+food+network+canada+rank&hl=enWeight Watchers Canadawww.walmar.comFood Network Canadawww.foodtv.caThe world Fact bookhttp//www.cia.gov/cia/publications/factbook/geos/ca.htmlGeoInformation from these sources as closelyhttp//www.hackcanada.com/canadian/other/adbusters.htmlhttp//www.dietfacts.com/html/items/17014.htmhttp//thesoydailyclub.com/Food/becel01072003.asphttp//www.corporatewatch.org.uk/profiles/food_supermarkets/unilever/Unilever-profile.rtf