Raging Snails Presents

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Raging Snails Presents
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SWOT

• Strengths
• Strong Heart Health Brand ? Brand Loyalty
• Viewed as General Health brand
• Recommended most by doctors and dieticians
• Top seller in Grocery stores (widely carried, and
  widely demanded)
• Low in saturated fat, 0 trans fat, source of
  Omega-3 polyunsaturated fats
• Weaknesses
• Might make certain baked goods soggy
• Not natural, giving organic spreads an
  advantage
• Narrowly defined target market
• Limited product variety (margarine and oil)

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SWOT

• Opportunities
• Potential for new product extension
• ? Brand loyalty is transferable to new
  products
• Expand target market
• Trans-fat perceived negatively by market
• 80 of decisions are made or influenced by women
• Threats
• Competition
• Heart health positioned Nuvel, Celeb (Blue
  Line), Lactancia, Olivina, Omega Life
• Food scares / media (i.e. salmon and pasta)
• Other spreads available such as jam, peanut
  butter, cream cheese, etc..
• Heart health noise which dilutes Becels message
• Hype around health food claims, consumers are
  suspicious

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Target Market

• Canadians, aged 40 (Baby Boomers)
• Active lifestyle with family, partners friends
• Aware and seek healthy choices
• Do not want to sacrifice taste and pleasure
• 80 of consumer decisions are made or influenced
  by women

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Communications Plan

• Mission
• To build a personal relationship with consumers
• Having them recognize Becel as the best choice
  for their heart
• Reinforce Becel as the ultimate heart health
  brand
• Message
• Becel will be your partner in making healthy
  choices, helping you to continue enjoying the
  things closest to your heart.

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Communications Plan

• Traditional Media
• Our main form of media will be print ads in
  Canadian national magazines
• The internet will play a supportive role
  throughout the campaign

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Communications Plan

• Non-traditional Media
• -The Becel Healthy Choice Program
• ? Sharing Canadian success stories with
  consumers of how healthy choices have helped them
  improve their heart health
• -Heart and Stroke Foundation Donation
• ? Contributing percentage of store sales to the
  Heart and Stroke Foundation

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Communications Plan
Money
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Implementation

• Phase One
• Announce Becel will be giving of all sales to
  Heart and Stroke Foundation
• Introduce the Becel Healthy Choice Award
• ? These initiatives will be advertised in print
  and in-store displays
• Phase Two
• Showcase Becel Healthy Choice Success Stories
  Award Winners
• ? These will be carried out through print
  ads

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Ad Showcase

• Four sample ads
• Each attempts present Becel as a partner and
  supporter in making healthy
• choices. This is done by showing real people
  doing real activities that are
• closest to their heart as a direct consequence
  of these healthy choices.
• Focus is on Becel brand name (not product
  specific) and develop brand
• characteristics associated with positive emotions
  to establish a brand
• relationship.

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Looking Forward
Extend print ad campaign into Commercials Brand
extensions