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    Benecol Spread & Media Planning Case Analysis: Integrated Marketing Communication

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    Shachin Shibi
    This document analyzes media planning options for advertising Benecol, a cholesterol-lowering margarine. It segments the market and prioritizes targeting groups with incomes over $50k. It recommends television and magazine advertising to increase awareness of cholesterol dangers and Benecol's role in reducing it. Several media vehicles are evaluated based on reach and cost effectiveness. An S-shaped 6 exposure campaign is proposed to increase frequency and effectiveness of messaging while reaching consumers across priority segments.

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    © All Rights Reserved
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    Benecol Spread & Media Planning Case Analysis: Integrated Marketing Communication

    Uploaded by

    Shachin Shibi
    58 views5 pages
    This document analyzes media planning options for advertising Benecol, a cholesterol-lowering margarine. It segments the market and prioritizes targeting groups with incomes over $50k. It recommends television and magazine advertising to increase awareness of cholesterol dangers and Benecol's role in reducing it. Several media vehicles are evaluated based on reach and cost effectiveness. An S-shaped 6 exposure campaign is proposed to increase frequency and effectiveness of messaging while reaching consumers across priority segments.

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    Group10_Benecol

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    This document analyzes media planning options for advertising Benecol, a cholesterol-lowering margarine. It segments the market and prioritizes targeting groups with incomes over $50k. It recommends television and magazine advertising to increase awareness of cholesterol dangers and Benecol's role in reducing it. Several media vehicles are evaluated based on reach and cost effectiveness. An S-shaped 6 exposure campaign is proposed to increase frequency and effectiveness of messaging while reaching consumers across priority segments.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    58 views5 pages

    Benecol Spread & Media Planning Case Analysis: Integrated Marketing Communication

    Uploaded by

    Shachin Shibi
    This document analyzes media planning options for advertising Benecol, a cholesterol-lowering margarine. It segments the market and prioritizes targeting groups with incomes over $50k. It recommends television and magazine advertising to increase awareness of cholesterol dangers and Benecol's role in reducing it. Several media vehicles are evaluated based on reach and cost effectiveness. An S-shaped 6 exposure campaign is proposed to increase frequency and effectiveness of messaging while reaching consumers across priority segments.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    Benecol Spread & Media Planning

    Case Analysis

    Integrated Marketing Communication

    Group 10 - Section A
    EP Shanmuga PGP/24/082

    R Shachin Shibi PGP/24/105

    Nivedita Barui PGP/24/166

    Manish Ranjan PGP/24/158

    Prerna Raviraj PGP/24/299

    Aditi Biswas PGP/24/432

    Group 10 | Sec A
    The market has been segmented into 8 distinct groups, since we have a budget constraint of $2
    Million, it is essential to prioritize certain segments. Also, the objective of the team is to get the
    most “bang for the buck” from the Benecol advertisement.

    Since, J&J, is trying to position Benecol again as a Functional Food rather than a drug, at the
    same time, Benecol can be considered as a premium product since it is priced at $4.99 for a 5.9-
    ounce package, which is significantly more expensive than the average margarine, which is sold
    for $1.19 for a 16-ounce package. Based on the positioning, we can say that the priority would be
    to target segments with income level of >$50K.

    At the same time, in late 2001, Benecol re-emerged in the consumer media through a full-page
    advertisement. In addition to that, since it is being positioned as a functional food, we can primarily
    target female, who are both vulnerable and also a key decision maker in family health related
    matters.

    In addition to this, based on the key communication challenges for J&J which are as follows:

    • increase awareness of the dangers


    • role of Benecol in reducing high cholesterol
    • expand the proportion of the target group who consumed

    The following is the priority order for the segments:

    • Group 5
    • Group 1
    • Group 6
    • Group 2
    • Group 7
    • Group 3
    • Group 8
    • Group 4
    • Group 9

    Group 10 | Sec A
    Based on the communication challenges mentioned above, and J&J’s objective to increase the
    returns from the advertisement, it is essential to choose appropriate media vehicle. The key
    parameters based on which the media vehicle can be evaluated are as follows:

    • Impressions
    • Reach
    • Effective Frequency

    To achieve both these objectives, it is essential to have a appropriate media channel, that is able to
    clearly communicate the risk of high cholesterol and the role of Benecol is controlling/ reducing
    the same. As the primary objective here is to increase awareness, we can opt for the following
    channels:

    • Television
    • Magazine

    Further based on the analysis of the exhibits, we considered the percentages of people in individual
    segments to its total audience for each media vehicle. The following are the Top 10 media vehicles
    for 4 major segments.

    TV Prime Time: 8:00p–11p


    Parade
    TV Early News: 7:30p–8p
    CNN
    ESPN
    Reader's Digest
    Lifetime
    People
    Better Homes & Gardens
    TV Day Time

    Based on the relevance to the product and given CPM, we selected the following vehicles

    TV Day Time; TV Early News: 7:30p–8p; Parade; CNN; Reader's Digest

    Group 10 | Sec A
    Normalized Target Target
    Number of Impact 1-issue Cost in Grp Weighted
    Vehicle insertions factor reach (000) Multiplier CPM
    Online Services -
    Microsoft 0 0.00 6.7% $1,32,880 0.98 $20.32
    Better Homes & Gardens 0 0.00 18.8% $3,39,700 1.39 $12.99
    Business Week 0 0.00 2.3% $1,03,302 1.54 $28.71
    New York Times (Daily) 0 0.00 2.5% $1,11,636 1.79 $24.81
    Wall Street Journal 0 0.00 1.9% $1,77,636 1.78 $53.78
    TV Early News: 7:30p-8p 4 2.01 9.8% $1,22,667 1.25 $2.48
    Radio: Rush Limbaugh 0 0.00 2.3% $52,716 1.85 $12.66
    Radio: Premiere AM Drive 0 0.00 8.7% $10,179 1.72 $0.68
    CNN 3 2.01 3.1% $38,953 1.44 $2.15
    Fortune 0 0.00 1.9% $84,500 1.20 $37.89
    AARP The Magazine 0 0.00 11.0% $3,85,000 2.02 $17.31
    Newsweek 0 0.00 9.8% $2,00,000 1.36 $15.09
    Cooking Light 0 0.00 5.0% $63,600 1.59 $8.07
    TV Guide 0 0.00 14.0% $1,66,100 0.93 $12.82
    USA Today 0 0.00 2.8% $78,900 1.23 $22.76
    The New Yorker 0 0.00 1.4% $54,940 1.78 $22.26
    Parade 1 2.01 39.3% $7,94,000 1.39 $3.61
    TV Daytime: 9:00a-4p 5 2.01 2.8% $23,981 1.20 $1.80
    TV Prime Time 0 2.01 11.0% $2,71,896 1.08 $5.67
    Reader's Digest 2 2.01 19.9% $2,21,600 1.36 $2.03

    We are opting for a S-Shaped 6 exposure for the desired effective reach of the communication
    campaign for the following reason:

    • Potential for Cholesterol Lowering Margarine - $150 - 200 million in the entire Functional
    Food market ($17B)
    • Low awareness about the effects of cholesterol and the need to control it
    • Low market share of Benecol in the total market (2.2%)

    Hence, it is essential to increase the frequency of exposure at the same time, the effectiveness of
    the exposure. At the same time, it is essential to reach a good number of consumers across the
    major target segment.

    The following model was created based on the reasoning:

    Group 10 | Sec A
    Group 10 | Sec A

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