Hmt Health Claims Brussels 1 December Pw

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How to connect a Health Claims Strategy to your Innovation Strategy

How to connect a Health Claims Strategy to your Innovation Strategy

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  • Technology stakeholders The ones motivated by tehcnology. This group puts funcitonal before food and will see the products in a medical context.
  • HealthFocus®Segment : Healers Lifestyle stakeholders The people who will be first to try out new benefits. This is a group who will Support the concept of functional foods and health-enhancing foods of all types provided that they work in the context of their lives and support their identity of being a front-runner HealthFocus®Segment : Disciples, Investors, Managers
  • Mass market stakeholders Will only be motivated by food benefits and they will wait until functional foods is clearly estabilshed in a normal food context. The health aspect is firmly secondary to the food. HealthFocus®Segment : Investors Managers, Strugglers, Unmotivated

Transcript

  • 1. Discover the risk of letting EFSA run your business – and the reward of listening to consumers. How to apply a brand led health claims strategy. Peter Wennström President& Expert consultant HealthClaims Conference Brussels 1 December 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
  • 2. “ With EFSA’s negative ruling on health claims, is your business going down?” Question to HMT from UK Journalist
  • 3.
    • HMT reply:
    • “ On the contrary – it has never been better. Thanks to EFSA more and more companies start to realize that the focus on rational health claims has made them neglect their most important asset-
    • The brand”
  • 4. 1.The disconnect between health claims and consumers 2. The clash between basic communication rules and health claims 3. The impact on research, development and innovation. 5. The way forward for your brand – with or without health claims How to apply a brand led health claims strategy
  • 5. 1. The disconnect between health claims and consumers
  • 6. Meet your consumer who…
  • 7. Meet your consumer who… … doesn’t care about you!
  • 8.
        • I don’t really care about
        • your health claims ,
        • I don´t trust your experts
        • I am already confused
        • about what to eat
        • - my life is complicated
        • enough already!
  • 9. “ I’m often confused about what to eat in order to stay healthy” All data ©2010 Health Focus International – reproduction prohibited 2010 data now available from Health Focus® Contact Sam@HealthyMarketingTeam.com FRANCE 2008: 33% One third of consumers are confused about how to eat healthier 2000 2003 2005 2008 Germany 24% 24% 20% 23% Netherlands 28% 13% 21% 13% France 26% 35% 40% 33% UK 34% 31% 27% 18%
  • 10. And you are not making it easier for them..
  • 11. I’m tired of experts telling me what is good for me… All data ©2010 Health Focus International – reproduction prohibited 2010 data available from Health Focus® Contact Sam@HealthyMarketingTeam.com UK 2008: 50% Half of consumers are tired of experts! 2000 2003 2005 2008 Germany 38% 37% 35% 49% Netherlands 43% 45% 45% 51% France 43% 43% 45% 39% UK 46% 49% 55% 53%
  • 12. I don’t believe you! Don´t tell me what is good for me… Almost half of consumers distrust claims! All data ©2010 Health Focus International – reproduction prohibited 2010 data now available from Health Focus® Contact Sam@HealthyMarketingTeam.com UK 2008: 48% Strong agree / agree UK 2008 Germany 2008 France 2008 Netherlands 2008 Poland 2008 I don’t believe many of the health claims made on food packages 48% 44% 43% 42% 52%
  • 13. So how can you communicate successfully to a consumer who doesn´t care, doesn´t trust, doesn´t undestand and most of all doesn´t have time to listen to you?
  • 14. “ There is already too much to chose from”
  • 15. 2. The clash between basic communication rules and health claims
  • 16. Why your brand is your most important asset. Because first impressions last…
  • 17.
      • Dr. Albert Morabian at UCLA led seminal research on trust. We can be confident that 65% to 90% of communication is nonverbal and only 7% is words.
    7% Words 55% Body Language 38% Tone of Voice
  • 18. Your brand is the ‘space’ you occupy in the mind of the consumer That space is your starting point!
  • 19. Brand stems from the Nordic word ”Brander” meaning to burn a mark.
  • 20. 3. The impact on research, development and innovation
  • 21. You must understand what consumers expect from you and what they trust your brand to deliver:
    • Any doubt about what you expect from Coca Cola?
  • 22. So this is what you expected..and so it is very successful
    • Great taste with
    • zero sugar
  • 23. And this was also good news Great taste with no nasties..
  • 24. But this was not what you nor anybody else expected from Coke..so it failed. If you want vitamins and minerals there are other more trusted choices… like Vitamin Water eg.
  • 25. 5. The way forward for your brand – with or without claims. And the impact on research, development and innovation
  • 26. “ ” Hard to see the wood for the trees??
  • 27. Understand where you are playing in health and wellness
    • The market for any health and wellness benefit is developed in
    • three stages. Each stage is a playing field with its own set of
    • rules. Your need for a Health Claim will depend on where you play.
    ©2010 Healthy Marketing Team – Four Factors® Brand Analysis system The life cycle of health is introduced in the Food & Health Marketing Handbook by Wennström and Mellentin and commercially applied by the Healthy Marketing Team
  • 28. Stage 1: The technology/medical stakeholders. They need the health benefit. They have a real problem. MASS MARKET STAKEHOLDERS Cholesterol ©2010 Healthy Marketing Team – Four Factors® Brand Analysis system Is the concept accepted by the medical community?
  • 29. 2. The Lifestyle stakeholders. These are the early adopters and they want new benefits with a fit to their beliefs ©2010 Healthy Marketing Team – Four Factors® Brand Analysis system Is the concept liked by trendsetters and key opinion leaders?
  • 30. 3. The Massmarket stakeholders just want tasty and healthy everyday foods that they understand. ©2010 Healthy Marketing Team – Four Factors® Brand Analysis system Is the concept understood and accepted by everyone?
  • 31. Three playing fields for the benefits of fruit and vegetables
    • I need to lower my
    • Cholesterol.
    I believe in pomegranates. ©2010 Healthy Marketing Team – Four Factors® Brand Analysis system Five servings of fruit a day are good for you As a functional ingredient As a superfood As food
  • 32. Three stakeholders, three strategic platforms:
    • Technology (Medical) benefits :
      • Problem-solution, scientific proof, real need, education
    • Lifestyle benefits:
      • Led by trends and new beliefs, about being first, better, authentic etc
    • Mass (Standard) benefits:
      • Led by normality – just doing the
      • normal/right thing, everyone knows
    The FourFactors ® Brand Analysis System
  • 33. How you can make it happen for your brand…
    • Where do your brands fit?
    • What kind of claims should you make?
  • 34. Experts in helping brands respond to changing attitudes in nutrition, health and wellness. We work around the globe (25 countries in 2009) Specialise in brand positioning and product innovation / renovation in food, ingredients and pharmaceuticals. We are global implementation partners to HealthFocus Peter Wennstr ö m The Four Factors TM Brand Analysis System Food & Health Marketing Handbook Who are we?
  • 35. What we do: Better targeted brands, faster to market! (and optimise effort and investment) We can improve your performance! And then make sure you stay on target! By getting the fundamentals right!
  • 36. 3 Common questions when you’re entering the Health and Wellness market…
      • How to create and launch the right new idea?
      • How to choose “Where to Play” in the category?
      • How to deal with a failing brand
    Brand New Brand Direction Brand Rescue
  • 37. And one common first step:
      • How to critically diagnose how your brand is doing in Health and Wellness
    HealthCheck your brand
  • 38. Global experts in health and wellness marketing . In 2009 alone supporting our clients on the ground in 25 countries. Combining expertise and experience we help them to understand:
    • What is happening?
        • Global consumer trends and data
        • Global market and category development
    • Why is it happening?
        • Consumer drivers and true motivations
        • Product success and failures explained
    • How to make it happen for your brands?
        • Category direction/Innovation pipeline
        • Brand Acceleration
        • Concept Development
        • Brand Development
        • Brand Management
  • 39. Our Blog… www.HealthyMarketingTeam.com
  • 40. Thank you
    • More information:
      • Peter Wennström [email_address]
      • BLOG:
      • www.HealthyMarketingTeam.com