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 be 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.
1- Identify the issues facing the organization.
2- Provide recommendations on how the organization should address those issues.