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Factor 1. Who needs your new and        healthier product?          Who? When? Why?                                   ©201...
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FourFactors of Success in Healthy Ageing

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How to improve the success rate of your brand innovation in healthy ageing

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FourFactors of Success in Healthy Ageing

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  28. 28. =2-*,"&.-3*G-$(K-&8C-Q*=2-*./&$-%(./5*S#$:-/*"+*:.-*$-1%-:*:.(-%(-(**&%11(*+"$*%*K$-C-/8C-*%KK$"%&2* * * *** COST The bill: MEDICINE Medical care: Treatment, Medication, Surgery, unhealth" Care Prevention: " Healthy lifestyle information, Supplements, Functional foods, FOOD Tailored foods ©Bjerndell/Wennström ©2012 www.theHMT.com
  29. 29. =2-*0-%123*45-./5*HKK"$#/.3*+"$*!"":(Q* _>K"@-$*&"/(#>-$(*"*>%/%5-*2-.$*%5-./5f* * * ***g"#`*%(*%*&"/(#>-$*&%/*&2""(-f*6"*3"#*K$-+-$*4*"$*[A* Quality Of Life NUTRITIONAL STAGES / NEEDS/ A B Age $C,+$9"4-.+)$j((")%.4&%2$&-$%,+)+1")+$%"$("-&6"4$3)045-$$0-$3+&4B$04$+("#+)&4B$(0)%4+)$%"$"R+)$ $%,+$)&B,%$4.%)&6"4$%"$,+8($/$#%($#%+(,#)+9:$5#(;+.6+5#6$ ©2012 www.theHMT.com
  30. 30. =2-*./(.52* ;.-%0&4038+$ /"4-.(6"4Z$• $;.-%0&4038+$1")$%,+$/"4-.+)$• $;.-%0&4038+$1")$-"/&+%2$ ©2012 www.theHMT.com
  31. 31. F(8&/06"4-$1")$1""5$P$3+*+)0B+S$0"@*"*&%&2*2-*!HEe*$-/:$ ©2012 www.theHMT.com
  32. 32. =2$--*.>K1.&%8"/(*+"$*+"":(*"*&%&2**2-*!"$<*$-/:Q*?G  e&A+$-A&4$()"5./%-$H$OPI$3)045-$08-"$.-%$"*+$1)"$()"38+: -"8.6"4$%"$")+$,"8&-6/$"R+)-$%,0%$()"&-+$fK"(.8C-*/#$.8"/g$ %,0%$,+8(-$&4$040B&4B$0B+&4BG$$ *E"1-*>":-1(*.-+5$&4$/".4&/06"4$.-%$08-"$)+i+/%$/,04B&4B$ 0-(&)06"4-$"1$-":/088+5$f-+4&")-gG$TO  B%#$%1*&$-:-/8%1(*,0*+$B)+0%$-&B4&d/04/+$1")$%,+$-+4&")$/"4-.+)$ 3.%$%,+$("#+)$"1$,&.-/&-*"*2%$/-((*2-*S-(*"+*B%#$-$&-$ "6*064B$%""G$$UO  [#(./-((*>":-1(*0)+$/,04B&4B$T$3)045-$0)+$"*&4B$3+2"45$ f()"5./%-gcG$ ©2012 www.theHMT.com
  33. 33. ;":-$/*&"/(#>-$(*@%/*"*&"//-&*h*S-*./*&"/$"1O*B-@*S#(./-((*>":-1*->K"@-$(*&"/(#>-$(* PRODUCT I - PRODUCT ;"$-*2%/*(-11./5*:-C.&-(`*4KK1-*5"*$.52*"/*2-* ,"/3*&">K1--13*1"(*2-*"KK"$#/.3*"* S#(./-((*>":-1*%/:*:-C-1"K-:*%*K$"a%S1-*(K.$%1* :-C-1"K*%*/-@*S#(./-((*>":-1OOO* 2%*5"-(*@%3*S-3"/:*2-*:-C.&-(O* ©2012 www.theHMT.com
  34. 34. J-%:./5*/#$.8"/*S$%/:(*%$-*(%$8/5*"*%:"K*2-*,$%-53*"+*.DB#$.8"/*@.2*->K"@-$./5*S$%/:(O**W.Y4B$%,+$/"4-.+)$4++5$0%$%,+$,+0)%$"1$%,+$3)045$045$%,+$3.-&4+--$"5+8G$;688$0$B0($&4$-+4&")$4.%)&6"4G*Brands already offering an integrated approach are the weight management brands suchas Weight Watchers / Special K. Flora Heart-age, Activia ‘community’ etc etc. ©2012 www.theHMT.com
  35. 35. F-V/5*.*$.52f$!"#$%"$(802$#&%,$2".)$3)045$ ©2012 www.theHMT.com
  36. 36. ?2%*:"-(*2-%12*>-%/*"*3"#A* No such thing as an ‘average’ consumer… Traditional demographics are of little value: Eg: - High income - Classically educated - Early-mid 60s - British ©2012 www.theHMT.com
  37. 37. ? ? ? ? ? ?V+$4++5$%"$.45+)-%045$%,+$/"4-.+)c$e+%b-$-,0)+$CVj$Wj;FCFj7F7N$Cjje;c$ ©2012 www.theHMT.com
  38. 38. C0)B+64B$%,+$)&B,%$/"4-.+)S$V,+)+$%"$(802$&4$,+08%,2$0B+&4Bk$ ©2012 www.theHMT.com
  39. 39. =2-*9//"C%8"/*J.+-&3&1-* ©2012 www.theHMT.com
  40. 40. ?2"*/--:(*3"#$*K$":#&A* 0"@*:"*2-3*$-(K"/:*"*.//"C%8"/*./*2-%12A*@+5&/08$ e&1+-%28+$ U0)82$@0--$@0)A+%$$ e0%+$@0--$@0)A+%$f@`$9j7EFCFj7g$ f@`$DCCFCaEUg$ f@`$;jeaCFj7g$ f@`$CKDEFCFj7g$$mF$4++5$%"$&2%/5-b$$ mF$#04%$%"$&2%/5-b$ mF$,0*+$%"$&2%/5-b$ F$5"4L%$#04%l4++5$%"$ &2%/5-* ©2012 www.theHMT.com
  41. 41. !%&"$*TQ*B--:*c*?2"A*?2-/A*?23A*OFC$@`$9j7EFCFj7$ OFC$@`$IUeFUO;$ OFC$@`$KjaCF7U$ OFC$@`$OD@Fe`$CKDEFCFj7$n  O"/.-+5$"4$7++5$ •  7+#H$F44"*06*+HH$ •  9"4*+4&+4/+$ •  7")08&%2$$ -%0%+$:DB+&4BH$$ 045$)+i+/%-$$2$ •  me""A$0%$+$ •  T$4"%$/,04B&4B$,03&%-$ *08.+-$ *08.+-b$o0-(&)06"4p$ ©2012 www.theHMT.com
  42. 42. ,-/."$*/#$.8"/*c*%*>%$<-*"KK"$#/.3*"]-/*$-+-$$-:*"*%(*L2-%123*%5-./5M* ©2012 www.theHMT.com
  43. 43. F-V/5*.*$.52** ©2012 www.theHMT.com
  44. 44. =2-*C%1#-*&2%./*./*+"":*h*2-%12*(%$(*%/:*-/:(*./*2-*>./:*"+*2-*&"/(#>-$*C"$-.//+--1.882$/"+)/&08&q+$&44"*06"4$&4$1""5$P$,+08%,$?G  $0((82$0$&"/(#>-$*K-$(K-&8C-**=G  $.45+)-%045$%,+$/"4-.+)-b$%V#:-*"*.//"C%8"/G$$$`".)$/,088+4B+$&-$088$%,+$+Q%)0$A4"#8+5B+$2".$$$$4++5$%"$,0458+$&4$0$,+08%,$P$#+884+--$()"M+/%G$<,+=).35/+0./"+-,%+;.:+/$-*),=%#)"/$")(/$00%-&%))",)"/%)(,-39?%#A)) ©2012 www.theHMT.com
  45. 45. Factor 1. Who needs your new and healthier product? Who? When? Why? ©2012 www.theHMT.com
  46. 46. Factor 2. How will they accept the ingredients? Awareness? Interest? Trend? ©2012 www.theHMT.com
  47. 47. Factor 3. How will they understand the benefit? Physical? Intellectual? Emotional? ©2012 www.theHMT.com
  48. 48. Factor 4. What will they trust your brand to deliver in health and wellness? History? Image? Promise? ©2012 www.theHMT.com
  49. 49. 0"@*1"/5*:"-(*(2-*%<-*"*#/:-$(%/:A* ©2012 www.theHMT.com
  50. 50. @jCFJDCFj7**WUK@F;;Fj7** ©2012 www.theHMT.com
  51. 51. 4*/-@*>%$<-8/5*$-%1.3*KCI$KCK$ ©2012 www.theHMT.com
  52. 52. ?2"*%$-*2-*>.1<*$-N-&"$(A* ©2012 www.theHMT.com
  53. 53. =2-*./(.52*DB+&4B$3+/"+-$0$>$".%+(.+B%C%(")2".)$()"5./%Z$ ©2012 www.theHMT.com
  54. 54. =2-*C%1#-*&2%./*(%$(*9B*=0_*;9B6*H!*=0_* 7HB,I;_E*%*K"./*"+*K#$&2%(-**V,"$4++5-$$ a45+)-%045$$%,+$()"5./%k$ %,+$3+4+d%k$D//+(%$%,+$ C).-%$%,+$&4B)+5&+4%k$ 3)045k$ OjaK$("-&6"4&4B$/,"&/+-T$3.%$%,+$3+-%$-.//+--$(0%,$&-$%"$(802$%,+$088$ ©2012 www.theHMT.com
  55. 55. !"#$*S$%/:*K"(.8"/./5*&2".&-(*V,"$4++5-$$ a45+)-%045$$%,+$()"5./%k$ %,+$3+4+d%k$D//+(%$%,+$ C).-%$%,+$&4B)+5&+4%k$ 3)045k$ OjaK$("-&6"4&4B$/,"&/+-T$3.%$%,+$3+-%$-.//+--$(0%,$&-$%"$(802$%,+$088$ ©2012 www.theHMT.com
  56. 56. TO*?2"*/--:*2-*K$":#&A*:$#&%")&#,98)2$3%*)8,3+,--&D)):/%1)@-,E)$2,9")"/%)8#,20%?A) ©2012 www.theHMT.com
  57. 57. 0-%123*45-./5Q*["/-*2-%12* ©2012 www.theHMT.com
  58. 58. ?2"*/--:*2-*K$":#&A*:$#&%")&#,98)2$3%*)8,3+,--&D)):/%1)@-,E)$2,9")"/%)8#,20%?A) ©2012 www.theHMT.com
  59. 59. 0-%123*%5-./5Q*%::./5*%*1.i1-*->"8"/* ©2012 www.theHMT.com
  60. 60. UO*9/5$-:.-/*S%(-:*K"(.8"/./5Q**?)+;.:+-.)@+-#(,+(,+$-$)%""+$%4++#%()"(+.6+;.:)+($)1(+1).:=8+):/%1)@-,E)E/$")2%-%>")"/%1)&%").#,?)"/%)-&#%*%-") C,+$-.//+--$10/%")-$1")$F44"/+4%$#0-$%,+$1"/.-$"4$%,+$&4B)+5&+4%-S$4"%,&4B$3.%$4"%,&4B$3.%$ 1).&%G$D45$32$0A&4B$*08.+$/,0&4$+%,&/-$0$(0)%$"1$%,+$&4B)+5&+4%$8&-%G$ ©2012 www.theHMT.com
  61. 61. 0-%123*%5-./5Q**H1.C-*".1* go to flv. ©2012 www.theHMT.com
  62. 62. PO*[-/-a*S%(-:*K"(.8"/./5Q*F"G3)$00)$2,9")"/%)2%-%>")H)I))J)8/13($0K)-"%00%("9$0K)%?,+,-$0A) ©2012 www.theHMT.com
  63. 63. F#*2-%12Q*0-%123*%5-./5$Physical – Arrow and the waist evoke digestive transit and bloatingIntellectual – Consumer already understands probiotic cultures act in the gutEmotional “- Love how you feel”$fJ"C-*2"@*3"#*+--1*")$2".)$"4+2$30/Ag$)+(80/+-$f9*@"$<(*")$2".)$"4+2$30/Ag$ Source: NNB ©2012 www.theHMT.com
  64. 64. _C-/*.+*3"#*K"(.8"/*"/*%/"2-$*+%&"$`*%1("*-jK1%./*2-*S-/-aQ*./-11-&#%113* Physical : Prevent “HUMP” Intellectual : Anlene w Calcium clinically proven to prevent osteoporosis Emotional : Stay as vital as an action hero ©2012 www.theHMT.com
  65. 65. 9>>#/.3Q*0-%123*45-./5*Go to .flv ©2012 www.theHMT.com
  66. 66. [-/-a*S%(-:*K"(.8"/./5Q*F"G3)$00)$2,9")"/%)2%-%>")H)I)J))8/13($0K)-"%00%("9$0K)%?,+,-$0A) ©2012 www.theHMT.com
  67. 67. kO*?2-/*.*&">-(*"*2-*$#(*"+*2-*S$%/:OO* ©2012 www.theHMT.com
  68. 68. g"#*/--:*"*S-*&1-%$*@2%*2-*&"/(#>-$(*-jK-&*3"#*"*:-1.C-$Q**L00)"/%)"$3"%)M)N%#,)39&$#) ©2012 www.theHMT.com
  69. 69. B"*-C-/*2-*($"/5-(*S$%/:O**9+*2-3*:"/l*$#(*3"#$*&%-5"$3**"*(#KK"$**2-%123*%5-./5OO* X ©2012 www.theHMT.com
  70. 70. =2-*./(.52*DB+&4B$3+/"+-$0$>$".%+(.+>A0()2".)$($"%&,#1Z$ ©2012 www.theHMT.com
  71. 71. ,"*3"#*2%C-*"*>"C-*"*%*>"$-**K-$>.((.S1-*&%-5"$3^* ©2012 www.theHMT.com
  72. 72. 9/*(#>>%$3Q*@0)A+64B$f+"$<g$()"5./%-$3+B&4-$0%$%,+$3+B&44&4B$$T$+*+4$#,+4$2".$d)-%$-%0)%$%"$1").80%+$2".)$()"5./%$$3"#*>#(*2%C-*%*%$5-*./*>./:$%"$/"4-&5+)$,"#$%,+2S$D//+(%$2".)$&4B)+5&+4%-$045$%).-%$2".)$3)045$%"$5+8&*+)$%,+$$3+4+d%$%,+2$#04%$&4$0$()"5./%$1")0%$%,+2$4++5G$7"$0+)$,"#$B""5$2".)$-/&+4/+H$")$-%)"4B$2".)$3)045S$- Any single factor out-of balance can kill your success- “Something for everybody, is nothing for nobody” @jCFJDCFj7** WUK@F;;Fj7** ©2012 www.theHMT.com
  73. 73. Thank you!@@@O2-0;=O&">RS1"5* ©2012 www.theHMT.com
  74. 74. =2%/<*3"#$B-%1*7%C%1.-$D,>.2*6.$-&"$*"+*7"/(#18/5*/-%1m2-0;=O&">*YUZTU*0-%123*;%$<-8/5*=-%>* ©2012 www.theHMT.com

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