Becel Margarine Case Analysis Essay -- Business Marketing Case Becel E

Becel Margarine Case Analysis I. Executive Summary Becel needs to adjust their promotional efforts to address both a heart healthy and great tasting product, while expanding their target market to the twenty-five and above demographic. Becel’s current customers are largely empty nester households where the customers tend to be affluent with high incomes and over sixty-five years of age. By adjusting their promotional efforts to address both a heart healthy and great tasting product, Becel will be able to meet the needs of the twenty-five and above demographic. Becel’s strengths include a strong reputation as a leader in heart health and nutrition education, being the premium priced margarine, and the highest consumer loyalty of any margarine category. Among some of the weaknesses of Becel are lack of a strong presence in Western Canada, not positioned as great tasting, and a low advertising awareness. Opportunities include the consideration of health and taste when selecting margarine, selling in bulk quantity to large family households, and increased awareness of health issues. Canola Harvest positioning their margarine as the healthiest and best tasting and offering it at a lower price, competitors gaining market share at a faster rate than Becel, and regulations on the margarine category are among the threats facing Becel. Three alternatives were developed to help solve Becel’s problem. â€Å"Run Canada, Run† portrays Becel as the margarine that is geared towards a heart-healthy lifestyle. â€Å"Body by Becel† conveys how Becel can help you lose weight and stay healthy. â€Å"Now We’re Cooking with Becel† demonstrates how Becel can be used in a variety of healthy, day-to-day recipes. Innovative Solutions’ educated recommendation is â€Å"Now We’re Cooking With Becel†. This will allow Becel to expand their target market, while promoting their product as heart healthy and great tasting. By implementing this recommendation, Becel will have the opportunity to create a competitive advantage and gain market share. II. Introduction Unilever was formed in 1930 when British soap maker Lever Brothers merged with the Dutch company Margarine Unie. This merger â€Å"allowed both companies to benefit from many raw materials and resources that they had in common† (Kerin and Robertson 600). Unilever Canada is a division of the international Unilever group, headed by two paren... ... BUDGET â€Å"Now We’re Cooking With Becel.† Cos Cost of production $2000 X 2 Commercials $4,000.00 Commercial Placement Costs Food Network (11months, 14 spots/wk at $232.13 each) $142,992.08 CBC Quebec, (10 months, 10 spots/wk $200) $80,000.00 CBC Western (10 months, 10 spots/week $170 ) $68,000.00 Sponsorship of Cooking Thin television show (negotiable) $1,000,000.00 Total $1,294,992.08 Works Cited Canadian Broadcasting Corporation   Ã‚  Ã‚  Ã‚  Ã‚  www.cbc.ca Chum Limited Media  Ã‚  Ã‚  Ã‚  Ã‚  www.chumlimited.com Nielsen’s Canada  Ã‚  Ã‚  Ã‚  Ã‚   http://64.233.161.104/search?q=cache:5qd-mM60xAUJ:www.digital-adventure.com/pdf/TVLNielsens_4thQtr_BCAdult.pdf+food+network+canada+rank&hl=en Weight Watchers Canada  Ã‚  Ã‚  Ã‚  Ã‚  www.walmar.com Food Network Canada  Ã‚  Ã‚  Ã‚  Ã‚  www.foodtv.ca The world Fact book http://www.cia.gov/cia/publications/factbook/geos/ca.html#Geo Information from these sources as well: http://www.hackcanada.com/canadian/other/adbusters.html  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  http://www.dietfacts.com/html/items/17014.htm   Ã‚  Ã‚  Ã‚  Ã‚   http://thesoydailyclub.com/Food/becel01072003.asp http://www.corporatewatch.org.uk/profiles/food_supermarkets/unilever/Unilever-profile.rtf

Indian Influence Essay

This paper aims to discuss the question of to what extent the Indians have influenced place names and the vocabulary of American English. Considering that Native American Indians are the oldest people in America, it is natural that their language and culture have had some influence upon the development of American English, as well as upon place names in America. It is believed that the first Native Americans arrived during the last ice-age, approximately 20,000 – 30,000 years ago . There are a great number of American place names, including those of large cities and states, which have been named after Indian words – it’s estimated that at least half of the states get their names from Indian words. These include Arizona, which comes from the Indian word Arizonac, which means little spring or young spring. Arizona has a history rich in legends of pertaining to the West. Here Indian chiefs Geronimo and Cochise led the fight against the frontiersmen. Tombstone, Arizona, was the site of the most famous shootout in the West, this being the gunfight at the O. K. Corral. Names of other states influenced by the Indians include Arkansas which comes from the Quapaw Indians, Iowa, which probably comes from an Indian name meaning â€Å"this is the place† or â€Å"the Beautiful Land†, Oklahoma, which is from two Choctaw Indian words meaning red people, and Wyoming, which is from the Delaware Indian word meaning â€Å"mountains and valleys alternating†, just like the Wyoming Valley in Pennsylvania. It can therefore be seen that the influence of American Indians has had quite a large impact on the naming of places in America. The vocabulary of American English has also been quite profoundly impacted. In a similar way that thousands of place names have been impacted by Indian words, so have many US English words have their roots in American Indian. These help in making the language the rich, cultural affair that it is today, and include not only words such as tomahawk from the Virginia Algonquian â€Å"tamahaac†, totem from the Ojibwa â€Å"nindoodem,† my totem, wampum from the Massachusetts â€Å"wampumpeag† , wigwam from the Eastern Abenaki â€Å"wik’wom† but also moccasin from the Virginia Algonquian moose from the Eastern Abenaki â€Å"mos†, papoose from the Narragansett â€Å"papoos,† child, pecan from the Illinois â€Å"pakani† which are used with relevance to everyday American things. The word â€Å"Podunk,† meant to describe an insignificant town out in the middle of nowhere, comes from a Natick Indian word meaning â€Å"swampy place. † Many of these words borrowed from American Indians are nouns from the Algonquian languages that used to be common and widely spoken along the Atlantic coast. English colonists, who came across iar plants and animals which were strange to them at the time named them based on Indian terms. Naturally enough pronunciation changed and words were shortened in order to make them easier for the English tongue. But the fact remains that their roots are in American Indian words. Conclusion This paper shows that the Indians have influenced both place names and the vocabulary of American English to a large degree. REFERENCES Infoplease, 2005 American Indian Loan Words, retrieved 8 May 2006 from the website http://www. infoplease. com/spot/aihmwords1. html Native Americans, 2005, The Bravest of the Brave, retrieved 8 May 2006 from the website http://www. nativeamericans. com/ Fact Monster, 2005, American Indian Place Names retrieved 8 May 2006 from the website http://www. factmonster. com/spot/aihmnames1. html

Hyundais Ad Analysis - 1666 Words

The modern human being’s life is continuously flooded by advertising. Ads surround society in everything a person does, from watching television to listening to the radio, or even walking down the street. These advertisements range from celebrity promotions to home goods products and everything in between, all for the sake of convincing people to pick their product over another competitors product.When a deeper look is taken at these advertisements, one will find that they are not merely just selling a car or a box of cereal. In actuality, companies along with their product, are trying subtlely to sell cultural stereotypes, beliefs and trends. Within their advertisement, Hyundai effectively uses graphics, language and argument to†¦show more content†¦Hyundai not only focuses on where their ad will be placed but they also focus on who their audience will be. Sports Illustrated reaches the particular audience of male sports fans, of which most can be placed into the upp er and middle social classes. For the purpose of this advertisement, Hyundai specifically targeted football fans, especially NFL fans. Since the majority of the subscribers are in the upper and middle class, due to their ability to afford the expense of the magazine, they are able to spend their money on more luxurious items such as a car. Therefore, a car advertisement is reasonable considering the audience s demographics. Considering the readers interests and social class Hyundai’s placement of their advertisement in Sports Illustrated has rational because of its placement and its ability to connect with a certain audience. To sell a product companies will use certain colors to evoke particular emotions from their targeted audience. Hyundai’s uses different shades of grey and black throughout their advertisement, including a black model of the car and a grey and black sky.When used in advertising, black normally represents sophistication or luxury, while grey is typically a neutral or calm color (Ciotti). Therefore, the color black will make readers more likely to interpret the 2012 Hyundai Genesis R-Spec as a luxurious and sophisticated car. The incorporation of greyShow MoreRelatedFear and Sex Appeal of Advertising810 Words   |  3 Pagesdress lifting up her arms and looking seductively at the camera. The deodorant commercial suggests to the targeted woman consumer that she wants to be desirable, which means selecting a deodorant that does not leave heavy build-up under the arms. 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