SHORT CASE STUDY : SPREADS BEAT THE FAT FACTOR

Presented by: Aishath Mihuna Hassan, Shakeela Abdul Rahmaan, Mariyam Raihana, Zihuna Faiz, Abdulla Ali

 In1999,Australiaconsumed110,000tonsofyellowspread,worth $410million.In2000consumptionfigureisunchanged,salesworth $425million.

pro.activ Light .activ Olive Oil .activ Milk pro.activ Low-Fat pro pro

pro.activ Mini Drink Flora Original Flora Light Flora Buttery Taste

Flora No Salt

Flora Lighter Than Light

Flora White Flora Omega 3 Plus

Food brands

Casestudyquestions
WhydidProActivandLogicolsucceedinthemarketplace?

Discuss the change in terms of consumer evaluation process?

Discuss ways in which a spread manufacturer could positionadifferentproductforthehealthmarket?

 Discussthechangeintermsofconsumer evaluationprocess?
Evaluative criteria are typically product features or attributes associated by customers with either the benefits they desire or thecosttheymustincur Consumers are keen on purchasing a product which offers the healthiestsolutionfortheirneeds IntroductionoftheProActivandLogicol

Cont....
The main criteria of evaluation for the yellow spreads are clear healthbenefits&lowcholesterol

The importance assigned to evaluative criteria can also be measuredbyeitherdirectorindirectmethods

Cont....
The consumers used part of individual judgment known as sensorydiscriminationtodistinguishbetweensimilarstimuli Price was included in the evaluative criteria due to high price, howevercustomersgavemoreweighttothehealthbenefitsofthe products.

Discuss ways in which a spread manufacturer could position a different product for the health market?
Recognizethebuyingbehaviorofconsumers,changesinthe buyingprocessandevaluativecriteria Findapromotabledifference Usedirectandindirectmeasurements

Create a positive brand image and healthy standard of living in themindofthetargetedconsumers

Cont....
Usehealthmarketingtechniquesandcommunication Utilizationofsurrogateindicators Theusageofgeneticallycustomizedfoods Blindtesting Involvessimpledecisionrules

Conclusion
Proactiv&Logicolbecamesuccessfulduetotheeagernessof consumersforhealthyproductsandtheseproductswithuseof plantsterolprovedtolowerCholesterol

Consumersjudgedintermsofspecificevaluativecriteria. Recognizing the buying behavior, finding a promotable difference andcreatingapositivebrandimagewillenablemanufacturersto positionaproductforthehealthmarket

Thank you .... Need we say