I Can’t believe It’s Not Butter is a product of its parent company Unilever. It is a spread brand and is associated with the food industry. The product was first developed by J. H. Filbert Company in the year 1979 and was launched in the consumer market in the year 1981. It was later acquired by present owner Unilever in the year 1986. The brand was first available for United States market and later was exported to other countries. It faces stiff competition from several brands like the following-
- Utterly Butterly from Unigate/Kraft
- Lurpak Spreadable
- Anchor Spreadable Butter
Product in the Marketing Mix Of I Can’t Believe It’s Not Butter :
I Can’t Believe It’s Not Butter is lower calorie content substitute to the higher calorie content of butter and thus has virtually no cholesterol.
It is healthy and delicious with an amazing taste and has half of saturated fat found in butter. The brand has launched several variants so as to meet the different tastes and requirements of its consumers. Besides the spread, a substitute of liquid butter in spray bottle has also been marketed. It has zero fat and calorie content and includes water and vegetable oil with butter flavour. Different varieties of I Can’t Believe It’s Not Butter are as follows-
- I Can’t Believe It’s Not Butter Original Spread is a good Omega-3 source and has no gluten and no cholesterol
- I Can’t Believe It’s Not Butter Light Spread does not have trans-fat, gluten, cholesterol and hydrogenated oils found in butter
- I Can’t Believe It’s Not Butter Olive Oil Spread is made with actual olive oil and is a good source of Omega-3
- I Can’t Believe It’s Not Butter Olive Oil Spray
- I Can’t Believe It’s Not Butter Original Spray
- I Can’t Believe It’s Not Butter All-Purpose Sticks
Place in the Marketing Mix Of I Can’t Believe It’s Not Butter :
I Can’t Believe It’s Not Butter was originally marketed for consumer marketplace in Washington/Baltimore area and by the year 1988 its reach had spread to most of the places in the United States. The Later company started exporting its items to overseas market and its product became available to markets in Mexico, Canada and the United Kingdom by the year 1991.
Unilever launched I Can’t Believe It’s Not Butter in the German market in the year 2011 and in the consumer market of Chile in the year 2012. Unilever has a strong distribution network for I Can’t Believe It’s Not Butter because it wants to make it available for the consumers in every possible market. One can easily make a purchase through discount stores, convenience stores, grocery stores, hypermarkets, supermarkets and corner shops.
Price in the Marketing Mix Of I Can’t Believe It’s Not Butter :
I Can’t Believe It’s Not Butter was marketed as a low costing product that was an alternative to the higher cost of butter. The company decided to use a skimming pricing policy at its onset because it was not facing any serious competition.
Later when several rival products started arriving in the market it adopted a reasonable pricing policy so as to keep its product prices reasonably priced and pocket-friendly. In order to face its competitors brand has also maintained a competitive strategy that allows it to retain its customers. As the prices are lower than other brands customers prefer purchasing in bulk and this has led to larger sales and revenues for the company.
Promotions in the Marketing Mix Of I Can’t Believe It’s Not Butter :
I Can’t Believe It’s Not Butter is one of the most popular brands of Unilever and has adopted an aggressive marketing policy for its products. It started its marketing by creating a brash and intrusive campaign and used spitting image-form of cows to make its point. This helped in instant brand awareness and recognition in the consumer market.
The brand has targeted the homemaker section as its target customer as she is most conscious about the diet of her household. The company has used anarchic advertising style and positioned its brand in a daring and novel way. It has taken help of various advertising tools at its disposal to garner consumer support like television, newspapers, magazines, hoardings, twitter, Facebook and mobile apps.