Rules of Stevia Marketing: Getting the Right Communication for the Right Consumer
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Rules of Stevia Marketing: Getting the Right Communication for the Right Consumer

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Rules of Stevia Marketing: Getting the Right Communication for the Right Consumer Rules of Stevia Marketing: Getting the Right Communication for the Right Consumer Presentation Transcript

  • Rules of Stevia MarketingGetting the Right Communication for the the Right ConsumerNeal Cavalier-SmithDirector of Consulting All content including Wennstrom’s Four Factors® and the FourFactors® Brand Analysis system (The three-Stevia 2011 stakeholder curve) ©2010 Healthy Marketing TeamAdvance in Strategy and Innovation Reproduction ONLY by written consent fromJune 2011 SimonG@HealthyMarketingTeam.com
  • Who am I?
  • Neal Cavalier-SmithDirector of ConsultingHealthy Marketing TeamGlobal specialists in Strategic Direction for health.1.  Brand New: How to create and launch the right new idea2.  Brand Direction: How to choose “Where to Play” in the market3.  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
  • Three short sections1.  Who is your consumer?2.  Successes and Failures with Stevia3.  Rules of Stevia Marketing
  • First, let me ask you a question...
  • Can you remember when milk was just milk?
  • From Tech-push to Consumer-pull Target-groups: Toddler’s milk Milk for women Yoghurt for middle-aged men Calcium-fortifiedTech push Lactose–free Consumer pull Omega 3 Milk Semi-skimmed milk Skimmed milk Second brand Full-fat milk 1980 1990 2000 Source: TetraPak
  • Adding even more value? £2.11 £0.45 or £0.35 per 100ml or £0.07 per 100ml There’s a group of people willing to pay 7x more to feed their cat
  • Key rule:All consumers are NOT alike… ? ? ? ? ? ? People pay for value as they perceive it.
  • If you need tofind your way,in this complexlandscape, youneed a map
  • Introduction to the HealthyMarketing MapUnderstanding the rules
  • The HMT Map: 4 Stakeholders in HEALTHHere’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 STAKEHOLDERSWe borrow a model from the technology market because new healthtechnologies develop the same way.
  • Mobile phone market example Driven by EMOTION Excellent price-PREMIUM Communication LIFESTYLE Driven by NEED Volume low, price HIGHCommunication RATIONAL Commoditised – Driven by NORMAL Highly price-competitive: low margin Communication on EXTRAS/PRICE
  • Which stakeholder?TechnologyLifestyleEarly massMass
  • Which stakeholder?TechnologyLifestyleEarly massMass
  • Which stakeholder?TechnologyLifestyleEarly massMass
  • Which stakeholder?TechnologyLifestyleEarly massMass
  • 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 theMedical Community? FIT WITH MY ROUTINE?DOES IT FIT MY CONDITION
  • Why did this fail?
  • Where does Coca-Cola live? EARLY MASS MARKET STAKEHOLDERS
  • Successes and Failures with Stevia
  • Technology Stakeholder
  • Does it fit my condition? ?Focused on Need state –High- Cholesterol, Diabetes“Is it approved by the medical community?”©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
  • Approved by the Medical Community
  • Lifestyle Stakeholder
  • http://www.youtube.com/watch?v=yYPr06MmTxA
  • How will I look drinking it?
  • Does it fit me?A Segment driven by emotion. New, innovativepackaging, formats, ingredients, values.Typical lifestyle stakeholder consumer insight:“I don’t need it, I want it – it’s cool / on trend”.©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
  • Is it aligned with my values?http://www.youtube.com/watch?v=wTGMnj1Tz54
  • Is it on trend? http://www.youtube.com/watch?v=u2xmFBLg4W0
  • Early Mass Market
  • Does it fit my routine?Aspirational values, convenience, taste andvalue.Typical early mass market consumer insight:“It makes it easy for me to make betterchoices”. ©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
  • Help me make better choices… http://www.youtube.com/watch?v=NjKpb9jFESw
  • Make it easy to understand…
  • Mass Market Stakeholder
  • Does it fit my family?Normality – not changing habits. Taste, valueand convenience are most important.Typical mass market consumer insight:"I dont have a problem.And besides, I think health is a matter of luck,anyway" ©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
  • Juice http://www.youtube.com/watch?v=7TGJWWv-NgA
  • Rules of Stevia Marketing
  • The rules for each stakeholder: TECHNOLOGY LIFESTYLE EARLY MASS MASS MARKET STAKEHOLDERS STAKEHOLDERS STAKEHOLDERS STAKEHOLDERS Driven by Driven by Driven by Driven by NEED & EMOTION & CONVENIENCE NORMAL RATIONAL LIFESTYLE Make it easy for No need or motivation to change Life or death Want new things meFIT MY CONDITION FIT ME FIT MY ROUTINE FIT MY FAMILY TRADITIONPROVEN NEW TRENDY: NEW / EASY TO MAKE NO CHANGE IN HABITTECHNOLOGIES DIFFERENT HEALTHY CHOICE NORMAL EVERYDAY KITCHENFUNCTION ALIGNED WITH CONVENIENCE & CUPBOARD INGREDIENTSBEFORE FOOD VALUES REASSURANCE TASTE & FOODHEAVY BEFORE HEALTH & NATUREINVESTMENT INEDUCATIONEXPERT BRAND VALUES BRAND PREMIUM BRAND MASS-PRICE BRANDHEALTH CLAIMS! INGREDIENT WELL KNOWN NO CLAIMS! NOTHING NEW, JUST TRENDS INGREDIENTS CONNECT TO WHAT THEY KNOW ©2010 Healthy Marketing Team – reproduction prohibited
  • Sprite Green – is this normal?
  • Sprite Green – a fit me propositionfrom a fit everyone brand. EARLY MASS MARKET STAKEHOLDERS
  • Thank youMore information:Neal Cavalier-Smith Neal@HealthyMarketingTeam.com