Marketing case study on Becel Margarine. This essay is an excellent example of how to set up a Marketing case study.

Problem Identification

Unilever, is one of the worlds largest consumer products companies. This company was formed in 1930 when the British soap-maker open Brothers merged with the Dutch company Margarine Unie. In 1978 Unilever, launched a premium priced product, positioned as the heart healthy margarine choice, called Becel Margarine.

Throughout Becels first off five years running they were except able to reach out 8.1% piece of ground of the foodstuff, and had a limited growth at only 1-25 per year. In 1991 Becel came up with a strategy that made them the market leader within a relative short sequence frame. The strategy that the brand manager at Unilever came up with was the ontogenesis of a communication strategy that revolved around the tactual sensation of living a life that is young at heart. This meant that Becel was a margarine that was good for you heart, and allowed seniors to live an active, fit, out leaving life fleck enjoying a heart healthy diet.

By 1999 Becel had the leading market share but, unfortunately for Ross Hugessen, the brand manager at Unilever, other brands attracted by the success of Becel began producing products that focused on healthy living. Ross new that later New Years he was going to have to set up with a new strategy to follow up the old strategy implemented by his pigeonhole fanny in 1991.



Other brands were growing fast and soon they were going to be stealing business from Becel.

With the successful campaign that Hugessens boss launched in 1991 Becel was able to raise market share from 17.7 in 1992, up to 31.9 in 1999. However the rate of growth had move below what was expected for 1999. The old strategy of targeting older, educated and confluent adults may not be what Becel needed in pass day to keep raise or...

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