0
Rules of Stevia MarketingGetting the Right Communication for the the Right ConsumerNeal Cavalier-SmithDirector of Consulti...
Who am I?
Neal Cavalier-SmithDirector of ConsultingHealthy Marketing TeamGlobal specialists in Strategic Direction for health.1.    ...
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:                    ...
Adding even more value?                                £2.11          £0.45                 or £0.35                      ...
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...
Mobile phone market example                             Driven by EMOTION                           Excellent price-PREMIU...
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 everyb...
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...
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 stake...
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 mak...
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 ...
Juice   http://www.youtube.com/watch?v=7TGJWWv-NgA
Rules of Stevia Marketing
The rules for each stakeholder:   TECHNOLOGY          LIFESTYLE            EARLY MASS                     MASS MARKET  STA...
Sprite Green – is this normal?
Sprite Green – a fit me propositionfrom a fit everyone brand.                   EARLY MASS MARKET                     STAK...
Thank youMore information:Neal Cavalier-Smith   Neal@HealthyMarketingTeam.com
Rules of Stevia Marketing: Getting the Right Communication for the Right Consumer
Rules of Stevia Marketing: Getting the Right Communication for the Right Consumer
Rules of Stevia Marketing: Getting the Right Communication for the Right Consumer
Rules of Stevia Marketing: Getting the Right Communication for the Right Consumer
Upcoming SlideShare
Loading in...5
×

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

4,741

Published on

Published in: Business, Health & Medicine
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,741
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
104
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. 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
  2. 2. Who am I?
  3. 3. 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
  4. 4. Three short sections1.  Who is your consumer?2.  Successes and Failures with Stevia3.  Rules of Stevia Marketing
  5. 5. First, let me ask you a question...
  6. 6. Can you remember when milk was just milk?
  7. 7. 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
  8. 8. 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
  9. 9. Key rule:All consumers are NOT alike… ? ? ? ? ? ? People pay for value as they perceive it.
  10. 10. If you need tofind your way,in this complexlandscape, youneed a map
  11. 11. Introduction to the HealthyMarketing MapUnderstanding the rules
  12. 12. 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.
  13. 13. 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
  14. 14. Which stakeholder?TechnologyLifestyleEarly massMass
  15. 15. Which stakeholder?TechnologyLifestyleEarly massMass
  16. 16. Which stakeholder?TechnologyLifestyleEarly massMass
  17. 17. Which stakeholder?TechnologyLifestyleEarly massMass
  18. 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 theMedical Community? FIT WITH MY ROUTINE?DOES IT FIT MY CONDITION
  19. 19. Why did this fail?
  20. 20. Where does Coca-Cola live? EARLY MASS MARKET STAKEHOLDERS
  21. 21. Successes and Failures with Stevia
  22. 22. Technology Stakeholder
  23. 23. 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
  24. 24. Approved by the Medical Community
  25. 25. Lifestyle Stakeholder
  26. 26. http://www.youtube.com/watch?v=yYPr06MmTxA
  27. 27. How will I look drinking it?
  28. 28. 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
  29. 29. Is it aligned with my values?http://www.youtube.com/watch?v=wTGMnj1Tz54
  30. 30. Is it on trend? http://www.youtube.com/watch?v=u2xmFBLg4W0
  31. 31. Early Mass Market
  32. 32. 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
  33. 33. Help me make better choices… http://www.youtube.com/watch?v=NjKpb9jFESw
  34. 34. Make it easy to understand…
  35. 35. Mass Market Stakeholder
  36. 36. 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
  37. 37. Juice http://www.youtube.com/watch?v=7TGJWWv-NgA
  38. 38. Rules of Stevia Marketing
  39. 39. 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
  40. 40. Sprite Green – is this normal?
  41. 41. Sprite Green – a fit me propositionfrom a fit everyone brand. EARLY MASS MARKET STAKEHOLDERS
  42. 42. Thank youMore information:Neal Cavalier-Smith Neal@HealthyMarketingTeam.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×