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Margarine, "the heart-healthy margarine choice," owned by Unilever, one of the world's largest consumer products companies. Becel was launched in 1978 under the Lipton Food Division at Unilever. Their target market being older, educated and affluent adults, Becel's strategy proved to be a winner when their margarine sales and awareness soared to become the market leader in a short amount of time.
Currently, Becel is not growing at the fast rate it once was and is falling well below the expectations of Senior Management. Competition has been looming over their clever strategies and many of them have taken the same stance as Becel, and at a lower price point. Butter seems to be Becel's biggest competitor, having 50% of the Spreads Market under their belt.
Ross Hugessen, the Brand Manager at Unilever Canada has to come up with a convincing new marketing strategy for Becel. It needs to include a long-term and short-term growth plan, and new branding strategies that tie......
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Title: Mac Case Analysis
Approximate Word Count: 928
Approximate Pages: 4 (250 words per double-spaced page)
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