Electronic Assignment Cover Sheet

Course Title: MBA, Executive Leadership
Module/Subject Title: Marketing Management
Assignment Title: Individual Case Study
No of Words: 2,665
Submission Date: 19 November 2012

Bel Brand: The Laughing Cow Challenge

Table of Contents
Electronic Assignment Cover Sheet 1
1.Introduction 4
2.SWOT Analysis 6 2.1 Analysis of Strengths 7 2.2 Analysis of Weaknesses 8 2.3 Analysis of Opportunities 9 2.4 Analysis of Threats 10
3.Positioning Strategies 11 3.1 Strategy A 11 3.2 Strategy B 12 3.3 Strategy C 13
4.Recommendation 15
5. Bibliography 16

1. Introduction
“To bring smiles to families everywhere through the pleasure if its products made with dairy goodness.” – This is the Mission …show more content…

The Laughing Cow had relied on its popularity among followers of this diet to grow sales and now that this diet craze had dwindled, sales of the Laughing Cow are beginning to suffer.
Undefined target market: Bel adopted a generic sales strategy in the United States by adapting advertising messages from other parts of the world for the US market. This was an untargeted ‘machine gun’ type approach that relied on the product being sold as a family staple. They also marketed the product as an upscale cheese to be enjoyed with the finer things in life such as wine. Then Bel executives in the United States marketed the product as a healthy, South Beach Diet compliant, wonder cheese that has minimum carbohydrates. These mixed marketing messages only served to confuse consumers.
Low Market Share: Despite enjoying worldwide sales of $1.8 billion in 2006, The Laughing Cow had a market share of less than 10% in the United States.

3.3 Analysis of Opportunities
The Female Economy: Women control about $20 trillion in annual global consumer spending (Silverstein and Sayre, 2009) and are constantly striving to find time-saving and healthy solutions and products designed for them. The Laughing Cow is wrapped in individual portion sizes and has already been recognised as a healthy snack.
Social networking: Companies can use social networking sites such as Facebook, Twitter and Linkedin to deliver targeted messages to a captive audience and also