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 world's largest consumer products companies. This company was formed in 1930 when the British soap-maker Lever 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 Becel's first five years running they were only able to achieve 8.1% share of the market, and had a limited growth at only 1-25 per year. In 1991 Becel …

…it meets every criterion. This strategy will attract new customers, while at the same time keeping old customers. It will not break any regulations and it will remain a healthy, good tasting, low priced product. By using this strategy Becel should be able to find themselves once again growing in market share. Sooner or later Becel will probably have to try and make their product more internationally satisfying but for now this strategy will work.