Benecol Spread and Media Planning Case Solution

Case ID: UV2930
Solution ID: 14721

Words: 736

Price: $45

Case Solution

Benecol Spread is targeted towards the people who want the cholesterol levels to be lowered. The product was faced with unusual challenges including no calculation of the market potential and a very niche target audience. Johnson & Johnson requires that its investment in the product's marketing results with outstanding results. The case requires that the discussion is on a media plan which focuses on the quantification of several key aspects of the product. The case has a spreadsheet attached which gives the students the opportunity to assess the groups targeted and devise a media plan for the product.

Excel Calculations

Questions Covered

1- Identify the issues facing the organization.

2- Provide recommendations on how the organization should address those issues.

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