Raisio Group and the Benecol



Raisio Group and the Benecol Launch

Introduction

This essay intends to extenuate the great launch by the Raisio Group in terms of Bencol was launched in 1955 in Finland. This product capture the market with its successful additive and unique ingredient of plant stanol ester which found to have the capability to reduce the cholesterol levels up to great extent and can easily be added in any food. Raisio exploited the use of stanol ester technology to sustain in the market and created the differentiation advantage by having the high cost or premium products but that can sufficiently help in lowering down the cholesterol levels.

The study will highlight how Raisio Group created a competitive edge with its launch of Benecol over their competitor and became successful player in the market.

Discussion

Raisio Group introduced their new product Benecol margarine which holds the functional part as it can drastically reduce the cholesterol level in human body up to fifteen percent. This healthy potion has found to be the fundamental feature of the product which worked as the dietary supplement to the health conscious people. Therefore, Raisio Group established the position of the product as the dietary supplement which looks and tastes like margarine but it is not a food. This positioning even caused the company to meet with the controversial remarks by the FDA which disagree the new margarine not because of the health concerns but the way it was marketed. This even resulted in delayed capturing of market. However, later on the company managed to grab the attention of consumer around the world and the brand is now licensed in more than thirty countries throughout the world (Staff Reporter, 2008).

Today Benecol has received a great appreciation and recognition globally as it is preferred by millions of consumers around ...