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Factors of Success
A simple tool to innovate healthy brands
The value chain starts in the mind of the consumer at the point of
book
This Factor
purchase.The decision whether to pick your product
or move
is the
concerned with the
How to get the most out of this
hand a few centimetres to a competitor may be theconsum
result of
a few ge and awareness Accept the ingredient
ersjust
knowled
risk
reduce the
to
intended
of, and interest in, the healthseconds
evaluation.
Wennstrms FourFactors is a checklist
g.
marketin
of success in healthy
enhancing or functional ingredient(s)
of failure and maximize the chance
working
ce inshopper
and diverse experien
Every
stands in front of the shelf making
mental
in complex
your product
. While its not
What we have done from our rich
raw
ies and with
ingredient compan
calculations
everything she knows about thenecessar
product y the
for secret
consumers to have
with the food and beverage industry,
ristics
characte
the common
is to
know what informs her calculation.
an
in-depth
understanding of the
material suppliers and growers is identify
a consumer
within
working
are
you
If
Factors.
ingredient you choose, the ingredient
for success the Four
a simple and effective checklist to
does need to be seen by consumers as
goods company, the Four Factors is
Figure 1:
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
ers
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
WHO?
WHEN?
WHY?
Wennstrms
f
Four Factors o
Success
AWARENESS?
INTEREST?
TRENDSPOTTING?
PHYSICAL?
INTELLECTUAL?
EMOTIONAL?
BRAND PROMISE?
BRAND IMAGE?
to innovate
A simple tool
healthy brands
AWARENESS?
INTEREST?
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
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
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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
to innovate
A simple tool
s
healthy brand
WHEN?
WHY?
INTEREST?
19
WHEN?
WHY?
INTEREST?
TRENDSPOTTING?
INTELLECTUAL?
EMOTIONAL?
BRAND PROMISE?
BRAND IMAGE?
INTEREST?
INTELLECTUAL?
EMOTIONAL?
BRAND PROMISE?
BRAND IMAGE?
TRENDSPOTTING?
m
By Peter Wennstr
VIII
Published by
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