SHORT CASE STUDY : SPREADS BEAT THE FAT FACTOR

Presented by: Aishath Mihuna Hassan, Shakeela Abdul Rahmaan, Mariyam Raihana, Zihuna Faiz, Abdulla Ali

In 1999, Australia consumed 110,000 tons of yellow spread,

worth $410 million. In 2000 consumption figure is unchanged,

sales worth $425 million.

pro.activ Light pro.activ Olive Oil pro.activ Low-Fat

Flora Originalpro.activ Mini Drink Flora Light Flora Buttery Taste

Flora No Salt Flora Lighter Than Light

Flora White Flora Omega 3 Plus

pro.activ Milk

Becel, FloraBecel / Flora products contain Omega

3 and 6 that help keep your heart healthy.

BertolliBringing the Mediterranean lifestyle

into your home.

Blue Band, RamaTry our healthy, affordable and convenient range of margarine

products.30

HeartbrandOur Heart ice cream range aims

to inspire people of all ages to taste the fun side of life.

Hellmann's, AmoraFor sensational food and moods!

KnorrOur products help people make every

meal a little more special.

LiptonMaking a big splash in the global

beverages market.

Slim·FastMillions of people all over the world

have lost weight with Slim·Fast

Food brands

Case study questions

Why did Pro-Activ and Logicol succeed in the marketplace?

Discuss the change in terms of consumer evaluation process?

Discuss ways in which a spread manufacturer could position a different product for the health market?

Reasons for

success of Pro-Activ & Logicol

Consumers became more health conscious

Negative publicity of yellow spread

Plant sterol proved to lower cholesterol

Timing was right for the launch of both

the products

It’s high price was conquered due to

the health benefits

Consumers perception toward

‘s healthier products

Promoted the endorsement of plant sterol through media

by cholesterol expertsUsed print campaign as a

promotional method

Discuss the change in terms of consumer evaluation process?

Evaluative criteria are typically product features or attributes associated by customers with either the benefits they desire or the cost they must incur

Consumers are keen on purchasing a product which offers the healthiest solution for their needs

Introduction of the Pro-Activ and Logicol

Cont....

The main criteria of evaluation for the yellow spreads are “clear health benefits” & “low cholesterol”

The importance assigned to evaluative criteria can also be

measured by either direct or indirect methods.

Cont....

The consumers’ used part of individual judgment known as sensory discrimination to distinguish between similar stimuli

Price was included in the evaluative criteria due to high price, however customers gave more weight to the health benefits of the products.

Discuss ways in which a spread manufacturer could position a different product for the health market?

Recognize the buying behavior of consumers, changes in the buying process and evaluative criteria

Find a promotable difference

Use direct and indirect measurements

Create a positive brand image and healthy standard of living in the mind of the targeted consumers

Cont....

Use health marketing techniques and communication

Utilization of surrogate indicators

The usage of genetically customized foods

Blind testing

Involves simple decision rules

Conclusion

Pro-activ & Logicol became successful due to the eagerness of consumers for healthy products and these products with use of plant sterol proved to lower Cholesterol

Consumers judged in terms of specific evaluative criteria.

Recognizing the buying behavior, finding a promotable difference and creating a positive brand image will enable manufacturers to position a product for the health market

Thank you....Need we say

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