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

Becel marge Case AnalysisI. decision maker SummaryBecel needs to adjust their promotional efforts to address both a mettle wellnessy and smashing tasting product, while increaseing their target foodstuff to the twenty-five and above demographic. Becels current customers are largely assoil nester households where the customers tend to be affluent with high incomes and over cardinal years of age. By adjusting their promotional efforts to address both a heart healthy and great tasting product, Becel will be able to tinct the needs of the twenty-five and above demographic. Becels strengths involve a fond reputation as a leader in heart health and nutrition education, being the premium priced margarin, and the highest consumer loyalty of any margarine category. Among just about of the weaknesses of Becel are lack of a strong presence in westbound Canada, not positioned as great tasting, and a low advertising awareness. Opportunities include the consideration of health and ta ste when selecting margarine, selling in bulk total 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 note 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 helper solve Becels problem. Run Canada, Run portrays Becel as the margarine that is accommodate towards a heart-healthy lifestyle. Body by Becel conveys how Becel can help you drift off weight and stay healthy. forthwith Were Cooking with Becel demonstrates how Becel can be used in a variety of healthy, day-to-day recipes. Innovative Solutions enlightened 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 have the opportunity to create a warring advantage and gain market share.II. IntroductionUnilever 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 general (Kerin and Robertson 600). Unilever Canada is a division of the international Unilever group, headed by two paren... ...BUDGETNow Were Cooking With Becel.Cos Cost of production $2000 X 2 Commercials$4,000.00 Commercial Placement Costs sustenance Network (11months, 14 spy/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 stage (negotiable) $1,000,000.00 Total $1,294,992.08Works CitedCanadian Broadcasting Corporation www.cbc.caChum express mail Mediawww.chumlimited.comNielsens Canadahttp//64.233.161.104/search?q=cache5qd-mM60xAUJwww.digital-adventure.co m/pdf/TVLNielsens_4thQtr_BCAdult.pdf+food+network+canada+rank&hl=enWeight Watchers Canadawww.walmar.comFood Network Canadawww.foodtv.caThe world Fact curbhttp//www.cia.gov/cia/publications/factbook/geos/ca.htmlGeoInformation from these sources as wellhttp//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