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    Benecol Media Planning

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    Anonymous 5GHZXl
    This document discusses marketing strategies for the cholesterol-lowering product Benecol. It recommends 6 exposures to create awareness of health issues caused by bad cholesterol and compel people to use Benecol preventatively. Higher priority targets are identified as women over 50 earning over $50,000. Magazines and television are identified as the best media vehicles due to their ability to thoroughly explain bad cholesterol concepts and position Benecol as a premium product. Specific magazines and television programs are recommended that align with the priority targets and provide good reach and cost per thousand.

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    Benecol Media Planning

    Uploaded by

    Anonymous 5GHZXl
    295 views8 pages
    This document discusses marketing strategies for the cholesterol-lowering product Benecol. It recommends 6 exposures to create awareness of health issues caused by bad cholesterol and compel people to use Benecol preventatively. Higher priority targets are identified as women over 50 earning over $50,000. Magazines and television are identified as the best media vehicles due to their ability to thoroughly explain bad cholesterol concepts and position Benecol as a premium product. Specific magazines and television programs are recommended that align with the priority targets and provide good reach and cost per thousand.

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    IIM K

    Original Title

    Benecol media planning

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    This document discusses marketing strategies for the cholesterol-lowering product Benecol. It recommends 6 exposures to create awareness of health issues caused by bad cholesterol and compel people to use Benecol preventatively. Higher priority targets are identified as women over 50 earning over $50,000. Magazines and television are identified as the best media vehicles due to their ability to thoroughly explain bad cholesterol concepts and position Benecol as a premium product. Specific magazines and television programs are recommended that align with the priority targets and provide good reach and cost per thousand.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    295 views8 pages

    Benecol Media Planning

    Uploaded by

    Anonymous 5GHZXl
    This document discusses marketing strategies for the cholesterol-lowering product Benecol. It recommends 6 exposures to create awareness of health issues caused by bad cholesterol and compel people to use Benecol preventatively. Higher priority targets are identified as women over 50 earning over $50,000. Magazines and television are identified as the best media vehicles due to their ability to thoroughly explain bad cholesterol concepts and position Benecol as a premium product. Specific magazines and television programs are recommended that align with the priority targets and provide good reach and cost per thousand.

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    You are on page 1of 8

    PGP KC 03-047

    IIM Kozhikode

    Decision regarding the frequency


    response function
    Optimal number of exposures for the desired impact of Benecol: S shaped 6

    Reasons:
    it is a problem-solving product. So, the general norm of 3 will not work
    effectively for this product.
    people may not be aware of the ill-effects of bad cholesterol. So, more exposure
    may be needed to increase awareness among the people.
    In order to compel the target audience to take proactive preventive approach to
    this problem by using Benecol, more exposures are necessary.
    S shaped model is preferred because initial exposure may not generate the
    desired attention to the problem of bad cholesterol. But, as the number of
    exposures increases, the customer may start taking the issue more seriously.

    Priority list of target groups:


    Group-5: Excellent
    Group-1: Much better than Average
    Group-6: Better than Average

    Group-2: Slightly better than average


    Group-7: Average
    Group-3: Slightly worse than average
    Group-8: Worse than average
    Group-4: Much worse than average

    Group-9: Terrible

    Rationale for prioritising the


    target:
    More priority to females rather than males:
    generally it is the homemaker that takes care of the health and nutrition
    Hence I assume that females will constitute major buyers of our product.
    Higher priority to females above 50 years of age:
    According to our research, young women have higher levels of good cholesterol as
    compared to men
    But, post menopause women tend to have higher levels of bad cholesterol than
    men.
    They can also encourage their young relatives to take the drug so that they avoid
    such problems when they get older.
    People earning more $50000 higher priority:
    Benecol comes under the premium product category.
    This strategy of Benecol was justified as Benecol was twice as effective as
    compared to Take Control in reducing bad Cholesterol (reduction of up to 14% as
    compared to just 7-8% as compared to rivals).
    Therefore, taking the affordability factor in consideration, I have given people
    earning more $50000 higher priority.

    Media Vehicle Weights:


    To retain the full impact of the advertisements, it is better to advertise in magazines
    rather than black and white newspapers :
    Considering that Margarine is a commodity product, it will not be appropriate to
    run a campaign in the online services.
    Moreover due to the complexity of explaining the concept of bad cholesterol and its
    effects, the campaign cannot be broadcasted on the radio.
    Moreover this is also consistent with the image of Benecol Spread being a premium
    high performance product.

    Chosen channels: Magazine and Television


    Chosen vehicles: TV Early News, TV Daytime, CNN, Parade and Cooking Light
    They are chosen because of their reach in the priority target groups and also the
    CPM.
    The synergy of the Brand and Product with the vehicle was also considered.

    Exhibit 1

    Exhibit 2

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