This case study deals with the unusual media planning challenges in marketing Benecol Spread. Benecol Spread is one of the important and effective products of the company “Johnson and Johnson”. However, it has a narrow target group as it is manufactured for those who are suffering from high cholesterol in their body and those who wish to reduce their cholesterol level in order to lead a healthy lifestyle.
Richard Johnson; Robert I Carraway; Ervin R. Shames; Paul W. Farris
Harvard Business Review (UV2930-PDF-ENG)
July 24, 2014
Case questions answered:
- What does the model do? What are its purposes?
- Please respond to this statement: “As a conceptual scheme for media planning (leaving aside the problems of implementation for a moment), the plan is perfect” What are its limitations and advantages of the model as part of the media planning of Benecol Spread?
- What is the alternative to using this or a similar model?
- What changes would you make to the model?
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Case answers for Benecol Spread and Media Planning
This case solution includes an Excel file with calculations.
MEMO: Benecol Spread and Media Planning
Benecol Spread is one of the important and effective products of the company “Johnson and Johnson”. The benefit of this product is vital for patients who are suffering from an increase in cholesterol in their bodies. Moreover, this product helps the patients to reduce cholesterol and also assist those people who are not patients but desire to reduce their cholesterol level in order to lead a healthy life. Hence, Benecol Spread is suffering from media planning challenges i.e. the product is not able to make the expected profit forecasted after the media advertisement through different advertisement vehicles adopted by the company. Therefore, an in-depth analysis will be performed on the media planning strategy for Benecol Spread, and the implication of the model on the product advertisement will also be analyzed in order to determine how the model is working and does the model requires any change to obtain an efficient and effective result.
The model implemented for the prediction of growth and revenue for Benecol Spread is an effective tool to determine how different media vehicles will contribute to the sales and promotion of the product. Furthermore, the model target audience can be defined through different segments, which will enable the company to determine how much audience is targeted in disparate segments and what impact will be generated from particular segments by the implication of various marketing vehicles. Furthermore, the segments in the model are distributed based on income, gender, age, and geography.
Weights are assigned to marketing vehicles according to the investment conducted in specific marketing vehicles to determine the impact of how each segment can be affected by different marketing vehicles. Furthermore, the model assists in assigning different inputs variables in the model such as weights which enable us to determine the results of how the effect of an increase in investment affects the forecasted result. It also determines how fluctuating weights of different marketing vehicles or assigning more weight to a particular segment will affect the same forecasted results. Hence, the weights are assigned separately to the marketing vehicles and target groups according to the preference of the strategy required by the organization.
The purpose of the model is to predict the result obtained through entering various desired inputs in the model which will determine how each input variable in the model affects the result. It will also help us understand how sensitive is the result of each input variable. Furthermore, the simulation is also performed in the model in order to determine the expected outcome which could occur by changing the input variables used in the model. Hence, the main purpose of the model is to predict the result through different inputs so that the results can be analyzed by predicting different scenarios.
One of the limitations of the model is that a…