Benecol – Media Target & Planning

Group 11
PGP/20/127 Yukti Malik
PGP/20/176 Sahil Khanna
PGP/20/251 Vishal Yadav
PGP/20/354 Sourabh Bansal
PGP/20/360 Swati Jain
PGP/20/364 Heena Singla
 Benecol Market scenario
Benecol was licensed to J&J in United States in 1999

Benecol contains ‘stanol esters’ which reduces cholesterol upto

14% compared to 7.5% by ‘Take Control’ manufactured by HUL

Benecol is priced at $ 4.99 per 5.6 ounce compared to Take

control which is priced at $ 3.79

Value of Margarine and cholesterol lowering product is $150 Mn

whereas value of functional food is $ 17 Bn

Margarine are cheaper product available at price of $1.19 per

pound
 Problems faced by Benecol

Budget allotted for advertising activities was $ 2Mn

Limited reach of different media vehicles

Target market segment is narrow

Growth rate of Benecol was much lower than category growth rate of
28%

Aware the customer about cholesterol lowering preposition of Benecol

 Target Group Selection
1. High income group
1. High income group 2. Age group is
2. Age group is vulnerable to Cholesterol
vulnerable to Cholesterol 3. Population size is Low
3. Large Population size 4. Lesser audience and
4. High percentage of lower reach
Media Reach

1. High vulnerability to 1. Medium income group

Cholesterol 2. Age group is
2. Large Population size vulnerable to Cholesterol
3. Media audience – High 3. Population size is Low
4. Income group- Medium 4. Media audience is low
 Target Group Selection

1. High income group 1. High income group

2. Age group is 2. Age group may not be
vulnerable to Cholesterol vulnerable to Cholesterol
3. Large Population size 3. Population size is Low
4. High percentage of 4. Lesser audience and
Media Reach lower reach

1. High vulnerability to 1. Medium income group

Cholesterol 2. Age group is
2. Large Population size vulnerable to Cholesterol
3. Media audience – High 3. Population size is Low
4. Income group- Medium 4. Media audience is low
 Target Group Selection

1. Age group may not be

vulnerable to Cholesterol
problems
2. Income is varying within
this group
 Media Vehicle Input
Media Channel Weight Based on Exhibit 8
Online Services - Microsoft 0
Better Homes & Gardens 1.25 Media vehicle has selected based on the indexes
Business Week 0.75 present in Exhibit 8 with focus on age group 45+
New York Times (Daily) 1 as they are much more vulnerable to cholesterol
Wall Street Journal 1 and heart problem than other age group. Both
TV Early News: 7:30p-8p 1.25 Men and Women have similar vulnerability in
Radio: Rush Limbaugh 1
this case
Radio: Premiere AM Drive 0.75
CNN 1.25
Fortune 0.75 In terms of selecting media channels our focus
AARP The Magazine 0.75 has been on TV, Radio and magazines specially
Newsweek 1.25 which cater to age group of 45+ like homemakers
Cooking Light 1.5 or News channels. We have taken index above
TV Guide 1 100 to be good.
USA Today 1.5
The New Yorker 1
We also considered age group 30-45 from others
Parade 1.5
TV Daytime: 9:00a-4p 0
to be targeted through TV
Media Decisions Final

We selected Vehicle which

fall in medium to low range
of target CPM

Tried to maximize reach

within the budget of $ 2
Million
Final Results