Harvard Case - Benecol Spread and Media Planning
"Benecol Spread and Media Planning" Harvard business case study is written by Richard Johnson, Robert I Carraway, Ervin R. Shames, Paul W. Farris. It deals with the challenges in the field of Marketing. The case study is 23 page(s) long and it was first published on : Jul 24, 2014
At Fern Fort University, we recommend a multi-pronged marketing strategy for Benecol Spread that focuses on building brand awareness, educating consumers about the product's health benefits, and driving trial and adoption. This strategy leverages a combination of traditional and digital marketing channels, tailored to the target audience and emphasizing the unique value proposition of Benecol Spread.
2. Background
This case study explores the marketing challenges faced by Raisio, a Finnish food company, as they launch Benecol Spread, a cholesterol-lowering spread, into the UK market. The product offers a unique health benefit, but faces competition from established brands in a crowded market. The case focuses on the media planning decisions Raisio needs to make to effectively reach their target audience and achieve their marketing objectives.
The main protagonists are Raisio, the company behind Benecol Spread, and their marketing team tasked with developing a successful launch strategy.
3. Analysis of the Case Study
We analyze the case using a combination of frameworks:
1. SWOT Analysis:
- Strengths:
- Unique health benefit (cholesterol-lowering)
- Strong brand equity in Finland
- Potential for a premium pricing strategy
- Weaknesses:
- Limited brand awareness in the UK
- Competition from established brands
- High cost of production and marketing
- Opportunities:
- Growing health-conscious consumer base
- Potential for expansion into other European markets
- Collaboration with healthcare professionals
- Threats:
- Economic downturn affecting consumer spending
- Increased competition from generic brands
- Regulatory changes impacting food labeling
2. PESTEL Analysis:
- Political: Government regulations on food labeling and advertising, potential for health-related policies.
- Economic: Consumer spending patterns, economic recession, impact on discretionary spending.
- Social: Growing health consciousness, increasing awareness of heart health, changing dietary habits.
- Technological: Advancements in food technology, potential for new product innovations.
- Environmental: Sustainability concerns, consumer preference for natural and organic ingredients.
- Legal: Food safety regulations, labeling requirements, advertising restrictions.
3. Consumer Behavior Analysis:
- Target audience: Health-conscious consumers, individuals concerned about cholesterol levels, potential users of margarine and spreads.
- Motivations: Health improvement, prevention of heart disease, desire for a convenient and tasty product.
- Decision-making process: Information gathering, brand comparison, price sensitivity, influence of healthcare professionals.
4. Competitive Analysis:
- Direct competitors: Existing margarine and spread brands, including those with health claims.
- Indirect competitors: Other cholesterol-lowering products, such as supplements.
- Competitive advantage: Benecol Spread's unique health benefit, potential for differentiation based on product quality and natural ingredients.
5. Product Lifecycle Management:
- Introduction stage: Focus on building brand awareness, educating consumers, and driving trial.
- Growth stage: Expand distribution channels, increase marketing efforts, and build brand loyalty.
- Maturity stage: Maintain market share, focus on customer retention, and explore new product variations.
- Decline stage: Potential for product discontinuation or repositioning.
4. Recommendations
We recommend the following marketing strategy for Benecol Spread:
1. Brand Positioning and Messaging:
- Positioning: Position Benecol Spread as a premium, health-conscious spread that offers a unique cholesterol-lowering benefit.
- Messaging: Emphasize the scientific evidence behind the product's effectiveness, highlight the natural ingredients, and appeal to the target audience's desire for a healthy lifestyle.
2. Target Market Segmentation and Targeting:
- Segmentation: Segment the market based on health consciousness, age, and lifestyle.
- Targeting: Focus on health-conscious consumers, particularly those with high cholesterol levels, and those who are already familiar with margarine and spreads.
3. Marketing Mix (4Ps):
- Product: Develop a high-quality product with a natural ingredient profile and a pleasant taste.
- Price: Implement a premium pricing strategy to reflect the unique health benefit and quality of the product.
- Promotion: Utilize a combination of advertising, public relations, content marketing, and social media marketing to reach the target audience.
- Place: Distribute the product through supermarkets, health food stores, and online retailers.
4. Media Planning:
- Channel mix: Leverage a combination of traditional media (TV, print, radio) and digital media (online advertising, social media, influencer marketing).
- Targeting: Use targeted advertising and media placements to reach the specific segments of the target audience.
- Messaging: Tailor the messaging to each channel and audience segment.
5. Digital Marketing Strategies:
- Website: Create a user-friendly website with comprehensive product information, health resources, and customer testimonials.
- Social Media: Engage with the target audience on social media platforms, share health-related content, and run contests and promotions.
- Search Engine Optimization (SEO): Optimize the website and content for relevant keywords to improve search engine visibility.
- Search Engine Marketing (SEM): Utilize paid search advertising to reach potential customers actively searching for cholesterol-lowering products.
6. Customer Relationship Management (CRM):
- Loyalty programs: Implement a loyalty program to reward repeat customers and encourage engagement.
- Email marketing: Build an email list and send targeted email campaigns with product updates, health tips, and exclusive offers.
- Customer service: Provide excellent customer service to address any concerns and build customer satisfaction.
7. Partnerships and Collaborations:
- Healthcare professionals: Partner with healthcare professionals to promote Benecol Spread and educate patients about its benefits.
- Retailers: Collaborate with retailers to secure prominent shelf placement and in-store promotions.
- Influencers: Partner with health and wellness influencers to promote the product to their followers.
8. Measurement and Evaluation:
- Track key metrics: Monitor website traffic, social media engagement, sales data, and customer feedback.
- Analyze results: Use data to measure the effectiveness of marketing campaigns and make adjustments as needed.
5. Basis of Recommendations
Our recommendations are based on a thorough analysis of the case study, considering:
- Core competencies and consistency with mission: The recommendations align with Raisio's mission to provide healthy and innovative food products.
- External customers and internal clients: The recommendations are designed to appeal to the target audience and meet the needs of Raisio's internal stakeholders.
- Competitors: The recommendations address the competitive landscape and aim to differentiate Benecol Spread from its competitors.
- Attractiveness ' quantitative measures if applicable: The recommendations are expected to generate a positive return on investment (ROI) through increased sales and brand awareness.
6. Conclusion
By implementing a comprehensive marketing strategy that focuses on building brand awareness, educating consumers, and driving trial and adoption, Raisio can successfully launch Benecol Spread in the UK market. The strategy leverages a combination of traditional and digital marketing channels, tailored to the target audience and emphasizing the unique value proposition of Benecol Spread.
7. Discussion
Other alternatives not selected include:
- Mass market advertising: While this approach can reach a large audience, it may not be as effective in targeting the specific health-conscious segment.
- Price discounting: This could lead to lower profit margins and could devalue the product's premium positioning.
- Limited marketing budget: This could hinder the effectiveness of the campaign and limit the reach of the message.
The key assumptions of our recommendations are:
- Consumers are willing to pay a premium for a product with a unique health benefit.
- The marketing campaign will effectively communicate the product's benefits and differentiate it from competitors.
- Raisio has the resources and expertise to implement the recommended strategy.
8. Next Steps
To implement the recommended strategy, Raisio should:
- Phase 1 (Months 1-3):
- Develop and launch the marketing campaign.
- Secure distribution channels and product placement.
- Conduct pre-launch media outreach and influencer marketing.
- Phase 2 (Months 4-6):
- Monitor campaign performance and make adjustments as needed.
- Expand distribution channels and increase marketing efforts.
- Track customer feedback and address any concerns.
- Phase 3 (Months 7-12):
- Evaluate the success of the launch and refine the marketing strategy for long-term growth.
- Explore new product variations and market expansion opportunities.
By following these steps, Raisio can successfully launch Benecol Spread in the UK market and establish it as a leading brand in the cholesterol-lowering spread category.
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Case Description
Benecol Spread, a cholesterol-lowering margarine, was a product with unusual media-planning challenges. With a narrow target group and unproven market potential, Johnson & Johnson needed to get the most "bang for the buck" from its Benecol advertising. Would a media-planning model (optimizer) requiring executives to quantify their judgment on several key inputs be helpful in this process? A spreadsheet accompanying the case allows students to weight the target groups and to choose among different advertising vehicles to form the best possible media plan.
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