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Wennstrms Four

Factors of Success
A simple tool to innovate healthy brands

Why Four Factors?


WHAT IS SO SCARY ABOUT THIS?

How to get the most out of this book

Factor 2: Accept the ingredient

The value chain starts in the mind of the consumer at the point of
book
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or move
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a simple and effective checklist to
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What is scary about this...
relevant
brand that is unique,
2. ACCEPT THE INGREDIENT
a logical t for the product. Ideally
develop a health positioning for your
r.
AWARENESS?
The
seven
second,
seven
centimeter
consume
it will already be associated by
and engaging for your target
rule
consum
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with
health.
INTEREST?
and understand whether your
This should also help you to explore
The decision and
whether to pick your
growth
to maximize product
or move the hand 7cm to a
current brand positioning is at an optimum
The benets of calcium, for example
competitor may be the result of just a
TRENDSPOTTING?
,
seven-second evaluation!
effective brand communication.
are widely understood because they
have been communicated by dairy
Every shopper stands in front of the
shelf making a complex mental
The Four Factors checklist
companies around the world for In the Appendix you will find blank
calculation with everything she knows
analysis sheets you can use to
about the product
decades. But what about those of analyse
your own product.
N
POSITIO
BRAND
Four Factors
the secret is to know what makes up
ingredients like probiotic bacteria
,
her calculation.
3. UNDERSTAND THE BENEFIT
1. NEED THE PRODUCT
omega-3 DHA or antioxidants? Ask
yourself the following three
PHYSICAL?
WHO?
questions when evaluating consumers
awareness and acceptance of the
ingredients youre considering using,
INTELLECTUAL?
and learn a simple trendspotting
WHEN?
techniqufoods
e at the
same
The key to creating added value in health-enhancing
is to
be time:
EMOTIONAL?
WHY?
able to translate the health benet(s) of your product or its ingredient
1. Is the
ingred
into a motivating message for your target consumer
at the
pointient
of accepted by the medical and scienti
c
4. TRUST THE BRAND
community?
2. ACCEPT THE INGREDIENT
purchase. To do this you have to:
Four Factors BRAND POSITION

1. NEED THE PRODUCT

WHO?

WHEN?

WHY?

2. ACCEPT THE INGREDIENT

Wennstrms
f
Four Factors o
Success

AWARENESS?

INTEREST?

TRENDSPOTTING?

3. UNDERSTAND THE BENEFIT

PHYSICAL?

INTELLECTUAL?

EMOTIONAL?

4. TRUST THE BRAND

BRAND IDENTITY & HISTORY?

BRAND PROMISE?

BRAND IMAGE?

to innovate
A simple tool
healthy brands

AWARENESS?

INTEREST?

BRAND IDENTITY & HISTORY?

BRAND PROMISE?

BRAND IMAGE?

TRENDSPOTTING?

strm
By Peter Wenn

Identify theneeds
ingredie
nts that are mentioned most often in
develop a keen understanding of the psychology,
and
medical and
scientithe
c journals
behaviour of the consumer group you are aiming
product and
at websites, as well as in the magazin
es of support
groups for people with specic conditio
ns, such as coeliac disease. You
should also identify the buzz ingredie
nts in the over-the-counter (OTC)
and dietary supplement sectors.

VIII

Published by

Published June 2009

19

Contents
About the author......................................................................................................................................................................V
Introduction . ............................................................................................................................................................................VII

Who is this book for?..................................................................................................................................................VII

How to get the most out of this book.......................................................................................................... VIII

How this book is organized.....................................................................................................................................X
Executive Summary............................................................................................................................................................ XIII

Part 1: The Four Factors....................................................................................................................................................... 1
Why Four Factors?....................................................................................................................................................................... 3
What is so scary about this?.................................................................................................................................... 3
Motivation and permission...................................................................................................................................... 6
The Four Factors work best in harmony ......................................................................................................... 7
Factor 1 Need the product................................................................................................................................................ 9

Who? Gender differences and life stages........................................................................................................ 9
The mother is the health manager............................................................................................................... 10
Understand the role of the gatekeeper..................................................................................................... 11

When and why? Consumption occasion..................................................................................................... 11
Understand the demand of the situation................................................................................................ 12
Why? Changes in consumer behaviour create opportunity........................................................ 12
The example of breakfast.................................................................................................................................... 13

Create a Needmap..................................................................................................................................................... 13
Different categories compete for the same situation....................................................................... 14

Getting the whole product right....................................................................................................................... 15

Factor 1 in Practice: Womens Essentials....................................................................................................... 17

Summary Factor 1: Need the product....................................................................................................... 18
Factor 2: Accept the ingredient....................................................................................................................................... 19

Is the ingredient accepted by medical and scientific community?............................................ 19

What awareness does the ingredient have among early adopters?........................................... 20

Is there potential awareness in the mass market? ................................................................................ 20

Which trends can you benefit from?.............................................................................................................. 24

Factor 2 in Practice: Body Bio Calcium........................................................................................................... 26

Summary Factor 2: Accept the ingredient.............................................................................................. 27
Factor 3 Understand the health benefit................................................................................................................. 29

The importance of feeling the benefit.......................................................................................................... 29

Target the group with the best understanding of the benefit....................................................... 31

Educate about the problem to be able to sell the solution............................................................ 31

Become the expert brand for your chosen health benefit............................................................... 31

Health claims................................................................................................................................................................. 34

Understand the difference between a hard or soft claim led strategy..................................... 37

Creating trust in the message............................................................................................................................. 37

Emotional benefits are what really motivate the consumer............................................................ 38

Contents

Factor 3 in Practice: Aim ProBone..................................................................................................................... 39


Summary Factor 3: Understand the health benefit........................................................................... 40

Factor 4 Trust the Brand................................................................................................................................................... 43



The power of brands................................................................................................................................................. 44

Trust a new brand?..................................................................................................................................................... 46

Factor 4 in Practice: Boots Calcium with Vitamins ................................................................................ 48

Summary Factor 4: Trust the Brand............................................................................................................. 49
The complete Four Factors concept............................................................................................................................ 51

FourFactors two strategies: ........................................................................................................................................... 53

Example 1: Danone Actimel Probiotic Drink.............................................................................................. 54

Example 2: Innocent Smoothies........................................................................................................................ 61

Part 2: Case Studies the Four Factors applied .......................................................................................... 69

Introduction................................................................................................................................................................................. 71
Technology/medically-led brands:
Case study 1: Benecol cholesterol-lowering dairy drink...................................................... 73
Case study 2: Yakult daily dose probiotic dairy drink............................................................. 77
Case study 3: Anlene bone health dairy products.................................................................. 83
Lifestyle-led brands:
Case study 4: Red Bull energy drink.................................................................................................. 89
Case study 5: Silk soymilk........................................................................................................................ 93
Mass-market brands:
Case study 6: Emmi energy milk......................................................................................................... 97
Case study 7: Up& Go breakfast drink............................................................................................101
Learn from the failures:
Case study 8: Novartis Aviva................................................................................................................107
Case study 9: Emmi Co-enzyme Q10 dairy sports drink....................................................113
Case study 10: Delamere Dairy Dancing Daisy probiotic milk.......................................117
Appendix ...............................................................................................................................................................................121

Four Factors Brand Position Analysis working papers........................................................................122
Index
...............................................................................................................................................................................127
Contents

About this report


Wennstrms Four Factors of Success is a unique check-list for new product development and brand
analysis that takes the guesswork out of food and health marketing.
First used in practice in 1997, this is the first time that this practical, concise and easy-to-follow step-bystep guide has been made available in print.
Intended for anyone involved in marketing, new product development, R&D or science commercialization,
you can use the Four Factors to assess:
What to do to create a health-enhancing brand that resonates with consumers
What are the gaps in your current brand and product development strategy
How to fill those gaps in a practical way
What is the best communication strategy
How competitor brands are likely to perform
The analysis is supported by 10 detailed case studies which show the Four Factors in action. The case
studies cover:
Water, juices and smoothies
Dairy drinks and yoghurts
Soy and cereal drinks
Energy drinks
Dietary supplements
And include the following benefit areas:
Heart health, cholesterol-lowering, blood pressure
Joint health and movement
Bone health
Digestive health
Immune health
5-a-day of fruit and vegetables
Energy
The Appendix includes working papers so you can carry out your own Four Factors analysis on your own
business.

10 reasons to buy FourFactors


1.
2.
3.
4.
5.

A well-proven analysis tool


Simple and effective
A practical back of an envelope checklist that take the guesswork out of food and health marketing
Helps you to see clearly how to develop a differentiated product proposition
Helps you reduce the risk of failure when developing a new concept or bringing new benefits to an
existing brand
6. For over 10 years, tried and tested successfully by seasoned professionals in companies large and
small in Europe, Asia, Africa and the US
7. Successfully applied and refined in hundreds of projects involving medical foods, functional foods,
organic foods, natural foods, dietary supplements and OTC medicines
8. Illustrated with short, practical case studies, using supermarket sales data
9. A very affordable price
10. Sent to you in PDF

FORMATS & PRICING


Available formats:
PDF 144 pages

Pricing:
E-BOOK pdf format (sole use)
Price: 50/$65/45/C$80/A$90/NZ$110/6,500

E-BOOK (multi-user license)


Price: 150/$195/135/C$240/A$270/NZ$330/19,500

How to order:
Complete and return the attached order form
E-mail: Miranda.mills@new-nutrition.com
Or visit: http://www.new-nutrition.com/4FACTORS.asp

Insights dont have to cost a fortune


Expertise in the business of food, nutrition and health since 1995

About the author


Peter Wennstrm is regarded as one of the worlds leading experts in functional and healthy foods marketing.
He is co-author of the Food & Health Marketing Handbook, also published by New Nutrition Business.
Peter is founder and president of the London-based Healthy Marketing Team. He is also a popular speaker and
has delivered workshops and seminars to companies across the globe.
Peter is an international brand management consultant working for clients in pharma, dietary supplements
and food. He started his career in the advertising business in the early eighties and was involved in some of
the very first functional foods launches in Europe.
In the late nineties Peter started his own agency under the name of Wennstrm Integrated Concept
Development, taking consumer data and market insights from around the world on food and health issues,
using strategic tools such as Wennstrms FourFactors and the FourFactors Brand Analysis System. These tools
allow companies to take quicker and more accurate strategic decisions and accelerate brand innovation and
NPD. Wennstrms FourFactors has been used by his clients since 1997.
In 2004 Peter also started HealthFocus Europe, the European arm of HealthFocus International Trend Survey,
which is the longest running global consumer trend survey. In 2008 he founded the Healthy Marketing Team
with the expressed mission of supporting his clients to better target products and brands, faster to market.
Peter lives in Sweden and he can be contacted on peter@healthymarketingteam.com. If you are interested in
more case studies, or in Peters HealthyMarketing newsletter, you can contact him at the same email address.
You can find more information about Wennstrms FourFactors at www.thefourfactors.com.

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Wennstrms Four Factors of Success


A simple tool to innovate healthy brands
E-BOOK pdf format (sole use)

Why Four Factors?


WHAT IS SO SCARY ABOUT THIS?

Price: 50/$65/45/C$80/A$90/NZ$110/6,500

E-BOOK pdf format (multi-user license)


Price: 150/$195/135/C$240/A$270/NZ$330/19,500

How to get the most out of this book

Wennstrms
Four Factors of
Success

your
and understand whether
The decision whether to pick your
This should also help you to explore
and
product
or move the hand 7cm to a
to maximize growth
current brand positioning is at an optimum
competitor may be the result of just a
seven-second evaluation!
effective brand communication.
Every shopper stands in front of the
shelf making a complex mental
calculation with everything she knows
about the product

The Four Factors checklist


Four Factors BRAND POSITION

to innovate
A simple tool
s
healthy brand

1. NEED THE PRODUCT


WHO?

In paperback book form can


be ordered directly from:
Woodhead Publishing
www.woodheadpublishing,
email: wp@woodheadpublishing.com

Factor 2: Accept the ingredient

This Factor is concerned with the


The value chain starts in the mind of the consumer at the point
of
consumers knowledge and awareness
purchase.The decision whether to pick your product or move
the
book
How to get the most out of this
of, and interest in, the healthhand a few centimetres to a competitor may be the result
of just a few
enhancing or functional ingredient(s)
the risk
seconds
evaluation.
intended to reduce
checklist
a
is
FourFactors
Wennstrms
in your product. While its not
of success in healthy marketing.
of failure and maximize the chance
necessary
in working
consumers to have
shopper stands in front of the shelf making
complexfor
mental
and diverse experienceEvery
What we have done from our rich
an in-depth
and raw with everything she knows about the product
understanding of the
calculations
the secret
ingredient companies
with the food and beverage industry,
ingredient you choose, the ingredient
s
is to know what
informs her calculation.
the common characteristic
material suppliers and growers is identify
does need to be seen by consumers as
are working within a consumer
for success the Four Factors. If you
a logical t for the product. Ideally
a simple and effective checklist to
is
Factors
Four
the
company,
goods
Figure 1: What is scary about this...
it will already be associated by
brand that is unique, relevant
develop a health positioning for your
consumers with health.
The seven second, seven centimeter
rule
and engaging for your target consumer.

WHEN?

WHY?

2. ACCEPT THE INGREDIENT


AWARENESS?

INTEREST?

3. UNDERSTAND THE BENEFIT


PHYSICAL?

the secret is to know what makes up


her calculation.

19

Accept the ingredient


Four Factors BRAND POSITION
1. NEED THE PRODUCT
WHO?

WHEN?

WHY?

2. ACCEPT THE INGREDIENT


AWARENESS?

INTEREST?

TRENDSPOTTING?

3. UNDERSTAND THE BENEFIT


PHYSICAL?

INTELLECTUAL?

EMOTIONAL?

4. TRUST THE BRAND


BRAND IDENTITY & HISTORY?

BRAND PROMISE?

BRAND IMAGE?

2. ACCEPT THE INGREDIENT


AWARENESS?

INTEREST?

The benets of calcium, for example,


TRENDSPOTTING?
are widely understood because they
have been communicated by dairy
companies around the world for In the Appendix you will find blank
analysis sheets you can use to
decades. But what about those of analyse
your own product.
ingredients like probiotic bacteria,
omega-3 DHA or antioxidants? Ask
yourself the following three
questions when evaluating consumers
awareness and acceptance of the
ingredients youre considering using,
and learn a simple trendspotting
technique at the same time:

INTELLECTUAL?

EMOTIONAL?

4. TRUST THE BRAND


BRAND IDENTITY & HISTORY?

BRAND PROMISE?

BRAND IMAGE?

TRENDSPOTTING?

m
By Peter Wennstr

The key to creating added value in health-enhancing


foods
is to be
1. Is the
ingredient
accepted by the medical and scienti
able to translate the health benet(s) of your product
or its ingredient
c
community
?
into a motivating message for your target consumer at the point of
purchase. To do this you have to:
Identify the ingredients that are mentioned
most often in medical and
scientic journals and websites, as well
as in the magazines of support
develop a keen understanding of the psychology,
needs
and
groups for people with specic conditions,
such as coeliac disease. You
behaviour of the consumer group you are aiming the product at
should also identify the buzz ingredients
in the over-the-counter (OTC)
and dietary supplement sectors.

VIII
Published by

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