Raisio Group and the Benecol Launch Case Analysis
Raisio Group and the Benecol Launch Case Analysis
Park University
Benecol was launched in 1955 by the company Raisio in Finland (“Benecol,” 2010). Benecol has become a successful additive to multiple product lines due to its unique ingredient of plant stanol ester. The ingredient has been proven to reduce cholesterol levels and can easily be added to any food (Grant, 2010). Raisio, up until 1997, produced much of the plant stanol it needed and was self-sufficient in its exploitation of stanol ester technology (Grant, 2010). Raisio then made the decision to become part of Johnson & Johnson in order to gain global marketing, manufacturing, and distribution capabilities. Through this partnership, Benecol has maintained its position well within a very diverse group of products. Benecol has stood out with its competitive advantage and its differentiation advantage by having products that contain cost premiums, but that are unique in the way they help lower cholesterol
Synopsis of Benecol
Benecol became very popular in the 1990’s when people had a growing concern over cholesterol levels and how to control them (Grant, 2010). When a group of scientists in Finland determined that plant stanol ester could lower cholesterol levels, they created margarine to incorporate the ingredient (Grant, 2010). Raisio put systems in place and established technology to make it one of the few companies that could produce its own plant stanol ester. Benecol is now the world market leader in cholesterol reduction and is a forerunner in the innovation of new products that can incorporate the ingredient, plant stanol ester (“Benecol,” 2010). Hey have a great reputation and have had numbers of success with trials and food authority exams to show that the plant stanol ester does indeed lower cholesterol. Just this past year, Europe acknowledged that Benecol is proven to lower cholesterol (“Benecol,” 2010). Benecol is
Park University
Benecol was launched in 1955 by the company Raisio in Finland (“Benecol,” 2010). Benecol has become a successful additive to multiple product lines due to its unique ingredient of plant stanol ester. The ingredient has been proven to reduce cholesterol levels and can easily be added to any food (Grant, 2010). Raisio, up until 1997, produced much of the plant stanol it needed and was self-sufficient in its exploitation of stanol ester technology (Grant, 2010). Raisio then made the decision to become part of Johnson & Johnson in order to gain global marketing, manufacturing, and distribution capabilities. Through this partnership, Benecol has maintained its position well within a very diverse group of products. Benecol has stood out with its competitive advantage and its differentiation advantage by having products that contain cost premiums, but that are unique in the way they help lower cholesterol
Synopsis of Benecol
Benecol became very popular in the 1990’s when people had a growing concern over cholesterol levels and how to control them (Grant, 2010). When a group of scientists in Finland determined that plant stanol ester could lower cholesterol levels, they created margarine to incorporate the ingredient (Grant, 2010). Raisio put systems in place and established technology to make it one of the few companies that could produce its own plant stanol ester. Benecol is now the world market leader in cholesterol reduction and is a forerunner in the innovation of new products that can incorporate the ingredient, plant stanol ester (“Benecol,” 2010). Hey have a great reputation and have had numbers of success with trials and food authority exams to show that the plant stanol ester does indeed lower cholesterol. Just this past year, Europe acknowledged that Benecol is proven to lower cholesterol (“Benecol,” 2010). Benecol is
References: Cheerios. (n.d.). Home - Cheerios. Retrieved September 16, 2010, from http://www.cheerios.com Grant, R. (2009). Contemporary Strategy Analysis (7th edition ed.). Chichester , West Sussex: John Wiley & Sons Ltd. Grant, R. M. (2010). Contemporary Strategy Analysis and Cases (7th Revised edition ed.). Chichester , West Sussex: John Wiley & Sons Ltd. The Makers of BENECOL(R) Introduce New Cholesterol-Lowering Smart Chews. (2004, September 29). Medical News Today. Retrieved September 16, 2010, from http://www.medicalnewstoday.com/articles/14137.php What is Benecol?. (n.d.). The Official International site of Benecol . Retrieved September 16, 2010, from http://www.Benecol.net