3. Neal Cavalier-Smith
Director of Consulting
Healthy Marketing Team
Global specialists in Strategic Direction for health.
1. Brand New: How to create and launch the right new idea
2. Brand Direction: How to choose “Where to Play” in the market
3. 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
4. Three short sections
1. Who is your consumer?
2. Successes and Failures with Stevia
3. Rules of Stevia Marketing
12. The HMT Map: 4 Stakeholders in HEALTH
Here’s the map we use with our clients. I’m going to:
• Describe each territory we’ve got in the map
• Explain how can you segment that territory to more precisely target your consumer
EARLY MASS MARKET
STAKEHOLDERS
We borrow a model from the technology market because new health
technologies develop the same way.
13. Mobile phone market example
Driven by EMOTION
Excellent price-PREMIUM
Communication LIFESTYLE
Driven by NEED
Volume low, price HIGH
Communication RATIONAL
Commoditised – Driven by NORMAL
Highly price-competitive: low margin
Communication on EXTRAS/PRICE
18. Which Stage is your Proposition at?
Is it normal / for everybody?
DOES IT FIT MY FAMILY TRADITION
Is it new / different ??
DOES IT FIT MY VALUES?
Does it make me look good &
Is it accepted by the
Medical Community? FIT WITH MY ROUTINE?
DOES IT FIT MY CONDITION