Bel Brand: The Laughing Cow Challenge Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Bel Brand: The Laughing Cow Challenge Case Study Analysis

Alternative 02:

Another alternative is to position the brand around the health halo that South Beach is created in a way that is relevant now that the craze of low-carb is dissipating.

Pros

It would allow the company to target the health-consciousmillennials and generate more sales as they are more demanding and concerned about eating healthy food.
It would provide an opportunity for the company to leverage its health image in the market.
The reputation of the brand would act as a quality indicator, and would affect the purchasing behavior of the customers.

Cons

The customers would become acutely disoriented and confused with the actual brand identity and target market, making it more challenging to attract them.
It would require considerable amount of time, focus and investment in advertising the product differently in other markets.
It might lead the company towards losing itsexistingcustomer base.

Alternative 03:

Lastly, the company is proposed with the option of choosing a new position for the brand in the US market.

Pros

It would allow the company to understand the market trends and leverage the quality and taste of the brand.
It would allow the company to maintain the unified brad positioning in the US.
It would allow the company to compete with its competitors and seize the major share of the US market.
It would help the company to increase the autonomy and identity of the brand.

Cons

It would call for the investment in the marketing and advertising of product.
It would lead towards theloss of European heritage and existing customers.

Implementation

Considering the range of alternatives along with their risks and benefits, it is advised that the company should use new brand positioning strategy to increase the sales of The Laughing Cow in the US market, in order to beat the competition and remain a market leader. The company could choose a new positioning strategy through becoming a rising star in the portable cheese and snacking category, and strive to become the leader in the branded snacking and miniatures chees, enabling it to become a single serve snack cheese products in the US. The company should watch for trends in snack cheese category and provide innovation in order to capitalize on these trends. This can be done through working together with IGA retailers to grow the snacking segment creatively. The company could give resources to IGA retailers to drive visibility to product platform and brands, through exciting sweepstakes and shopper promotions and via regular participation in the national digital ad of IGA.

Consequences

Choosing new positioning strategy would enable the company to compete with the market competitors, seize the market share and avoid the issue of dissipating craze of low-carb through having the first mover advantage in the snacks segment.The option would be feasible for the brand aftera brief time period of high growth, which was followed by the South Beach diet. Although, there is a risk of product failure in the market, but the company is suggested to be optimistic about the future success of its brand.............................

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