Flora and Benecol case study: obtaining consumer loyalty in cholesterol-lowering products

Published by: Datamonitor

Published: Mar. 19, 2007 - 9 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Introduction

Flora pro.activ is the world's best-selling cholesterol-lowering food brand

Strong growth has helped the spread's popularity grow to over 13 million households

Healthiness of product emphasized through My Choice labeling

Flora pro.activ range is extended to include non-spreadables

Flora Hearts website promotes healthy heart message

Kids' page attempts to gain children's interest in its new Omega 3 line

Recipe page encourages consumers to use more of the brand and in a creative way

Health questionnaire encourages consumer interest in health benefits of Flora pro.activ

Innovative marketing helps spread Flora pro.activ's health message

Unilever receives criticisms for claiming that pro.activ has health benefits that are unfounded

Roadshows offer free health checks

Promotion with BUPA provides product with stature

Benecol hits UK with unique product ingredient

Benecol is the only range of foods to contain the ingredient plant stanol ester

Studies back cholesterol-lowering claim

Benecol's website includes extensive product educational material

Recipe pages show how to incorporate Benecol into healthy meals

Benecol C-Panel helps promote health message

Ask the Experts facility provides one-to-one advice

Benecol is promoted more widely through TV ads and product partnerships

TV commercial seeks to impress viewer with novel images

Benecol enters non-dairy market with Tropicana Essentials with Benecol

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

List of Figures

Figure 1: The Flors pro.activ range of spreads will feature the My Choice label

Figure 2: The Benecol range

Figure 3: Tropicana Essentials Juice - With Benecol

Abstract

Introduction

This report on Flora and Benecol forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

Reasons to Purchase

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market

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