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Functional Foods Conference - October 2010

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Neal Cavalier-Smith - Key elements of presentation

Neal Cavalier-Smith - Key elements of presentation

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Functional Foods Conference - October 2010 Functional Foods Conference - October 2010 Presentation Transcript

  • Are health-claims killing your competitive edge? Successful positioning for “function”. Neal Cavalier-Smith Director of Consulting Functional Drinks 2010 Geneva 12.10.2010 Consumer data is ©Health Focus International Allother content including Wennstrom’s Four Factors™ and the FourFactors® Brand Analysis system (The three- stakeholder curve) ©2010 Healthy Marketing Team Reproduction ONLY by written consent from SimonG@HealthyMarketingTeam.com
  • And how can Popeye help?
      • Insert picture of popeye
  • Who am I? Neal Cavalier-Smith Director of Consulting Healthy Marketing Team Global specialists in brand positioning for health . View slide
  • Neal Cavalier-Smith
      • Global specialists in positioning healthy brands:
      • Brand New: How to create and launch the right new idea
      • Brand Direction: How to choose “Where to Play” in the market
      • Brand Rescue: How to deal with a failing brand
      • Neal Cavalier-Smith has lived and worked as a Brand Strategy Consultant all around the world and visited more than 80 countries.
        • Chair: World Food Technology and Ingredients Forum, Rotterdam
        • Chair: Agra Innovations in Value Added Dairy
        • Chair & Speaker: Dairy Futures conference, Budapest
        • Speaker: Functional Drinks Forums, London, Geneva
        • Judge: International Beverage Innovation Awards
    Director of Consulting Healthy Marketing Team View slide
  • Three ten-minute sections…  What’s happening?  Why is it happening?  How you can make it happen for your brands
  • 1. What’s happening? - EFSA forcing producers to re-think - Consumers becoming sceptical and confused 2. Why is it happening? - Are function-claims going over-the-curve? 3. How to make it happen for your brand? - What you still can claim? - When you don’t need a claim at all! What is scary about this…
  • What is scary about this…
      • 6 seconds
      • 6 cm
      • Your shopper makes a complex
      • mental calculation…
      • …the secret is to know
      • what makes up her calculation?
      • AND IT IS CHANGING!!!
  • So what is happening?
        • EFSA is forcing producers to re-evaluate…
        • Insert Danone example
        • EFSA is already having a profound
        • effect on our marketing… BUT!
    • …… ..If you would like to see the rest of this inspiring presentation, please e-mail:
    • [email_address]