Unilever Canada Becel Margarine Analysis
Unilever Canada
Becel Margarine Case Analysis
Table of Contents
Executive Summary
Introduction
Problem Identification
Situation Analysis Customer Environmental Analysis Competitive Analysis SWOT Analysis
Alternatives
"Run Canada, Run "Now We're Cooking with Becel "Body By Becel"
Recommendation
Implementation
Conclusion
Appendices
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,
Becel Margarine Case Analysis
Table of Contents
Executive Summary
Introduction
Problem Identification
Situation Analysis Customer Environmental Analysis Competitive Analysis SWOT Analysis
Alternatives
"Run Canada, Run "Now We're Cooking with Becel "Body By Becel"
Recommendation
Implementation
Conclusion
Appendices
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,