Healthy Marketing Presentation with DSM at Vitafoods
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Transcript of Healthy Marketing Presentation with DSM at Vitafoods
Introduction to the FourFactors® Wennström's Four Factors of Success
Presentation for DSM at Vitafoods Europe Geneva, Switzerland 12 May 2011
©2011 Healthy Marketing Team
What is scary about this…
The six second, six centimeter rule…
The decision whether to pick your product or move the hand 6cm to a competitor may be the result of just a six-second evaluation!
Every shopper stands in front of the shelf making a complex mental calculation with everything she knows about the product…
…the secret is to know what makes up her calculation.
Motivation vs Permission
Consumers are motivated by needs and benefits
Ingredients can provide a reason to believe
And increasingly… a reason to reject
The value chain starts IN THE MIND OF THE CONSUMER at point of purchase
Who needs the product?
Accept the ingredient?
Understand the benefit?
Trust the brand?
The purpose of the FourFactors® is to sharpen your brand innovation
A Book
With self study and case studies
A Training
From Knowledge to Know-How to Practise
• Inhouse training
• On your demand
The FourFactors ® tools will help you ask the right questions.
Brand Analysis
Understanding failures and successes
Brand Development
Product, concept and communication
Remember the Popeye Exercise?
Need the Product Understand the Benefit
Who: Mothers When: Dinner time – cooked as a side to your meal. Why: To keep growing children strong and healthy
Physical: Feel stronger (Popeye!) Intellectual: Delivering iron into your family diet Emotional: Give your children the vitamins they need to grow.
Accept the Ingredient Trust the Brand
Awareness: Iron associated with strength. Interest: Mothers interested in ‘green’ vegetables, iron and nutrition for family. Spinach often viewed as a ‘super’ vegetable. Children are not interested in iron or eating spinach! Trendspotting: Cooking at home. Family nutrition
Brand Identity & History: Popeye is strong and reliable. Transformed into a super hero by spinach. Brand Promise: Strength and iron Brand Image: Strong and healthy
Factor 1. Need the product
Who? When? Why?
The first factor focuses on the lifestyle needs of the consumer and perception and relevance of the product as food in his/her life.
Up& Go, Liquid breakfast, handheld, to be consumed on the go.
Factor 2. Accept the ingredient
Awareness?
Interest?
Trend?
The second factor is based on consumer knowledge and awareness of the chosen ingredient.
High fibre
Milk for protein
98.5% fat free
How do they understand the benefit? Is it relevant to their lifestyle?
It’s breakfast!
The health benefits of the ingredients are easy to understand.
The total benefit of the product is a healthy breakfast in a hurry.
Physical
Intellectual
Emotional
Factor 3. Understand the benefit
Factor 4. Trust the brand
The fourth factor is the key factor
Is the brand a credible provider of the benefit?
Identity & History Promise image
Up&Go, a brand from Sanitarium, the Australian market leader in healthy breakfast products.
Factor 1: Who needs the product?
1. Insert picture of popeye
DSM got to know their consumer. A targeted analysis of Health Focus data showed joint-sufferers to be a demographically diverse group. Their research also revealed that joint pain sufferers wanted to be able to enjoy life and move with their grandchildren and families. Once they understood their target consumer and drivers they were able to target their communications accordingly.
Factor 2: Accept the Ingredient
Haagen-Dazs capitalised on consumer trends like ‘less is more’, ‘free-from’ and ‘back to basics’ to launch a product that was very easy for the consumer to understand and accept. The simplified the ingredient list… to only five.
Factor 3: Understand the Benefit
Activia targeted constipation and digestive irregularity. They have a product where you are able to FEEL the benefit and were able to communicate that through demonstration. They did this through imagery in the form of a slimed waist and yellow arrow. They also conducted a “two week challenge” to test the ‘felt’ benefit.
Factor 4: Trust the Brand
All Four Factors need to be aligned to increase your chances of success. The consumer trusts the Coca-Cola brand to deliver them pleasure…
But does the consumer trust the brand to deliver them health…?
No! The Coca-Cola Light Plus product was withdrawn from the market after a year.
We need to…
Understand the consumer… NEED - who are they? - what are their drivers and motivations? - when and why do they need our products?
Know what they know… INGREDIENT - which ingredients are they aware of /interested at? - what are the trends that matter to them?
Understand what they are looking for… BENEFIT - what are the benefits they seek in various levels/dimensions
Know what does it take for them to listen to us… BRAND - do they trust our brand to deliver the benefits via the ingredients? - what is the story we can tell them?
Thank you
Peter Wennstrom President and Expert consultant
©2011 Healthy Marketing Team For more information, please contact [email protected]