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

Becel Margarine Case AnalysisI. Executive SummaryBecel take to adjust their promotional efforts to spread over both a burden healthy and great tasting product, while expanding their target market to the twenty-five and above demographic. Becels 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. Becels strengths let in a strong reputation as a leader in heart health and nutrition education, being the premium priced margarin, and the highest consumer loyalty of any margarine folk. 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 margarin e, 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. Run Canada, Run portrays Becel as the margarine that is geared towards a heart-healthy lifestyle. luggage compartment by Becel conveys how Becel can help you lose weight and stay healthy. Now Were Cooking with Becel demonstrates how Becel can be used in a variation 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 have the opportunity to create a compet itive 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 familiar (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 moneymaking(prenominal)s$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/ workweek $170 ) $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= hive up5qd-mM60xAUJwww.digital-adventure.com/pdf/TVLNielsens_4 thQtr_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 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