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Becel Margarine: Case Study Joanne Brookes B0456899 Submitted Jan '04 Executive Summary Becel has positioned itself using a key benefit of being healthy as the "best margarine for your heart's health" using a campaign "young at heart". Based on this they enjoyed almost an 11% increase in dollar share of the market while charging a premium of any brand in its category, from 1992 to 1997. In 1999, Becel has over 99% brand awareness, 70% brand trial and 14% advertising awareness - the "heart health" message was getting through! As typical with a "more for more" overall positioning strategy, Becel has become vulnerable to imitators who claim the same quality (health) but at a lower price. Competitor reaction has been the production of similar "healthy" products with more competitive pricing thus threatening the dominant position of Becel. In the face of slow growth and a flattening market share, Becel's brand manager, Ross Hugessen, is re-evaluating their...

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