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Functional Food Strategies for Creating Consumer Awareness

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Functional Food Strategies for Creating Consumer Awareness

  1. 1. Strategies for creating consumer awareness in the context of Functional FoodsAnuradha NarasimhanCategory Director – Health & Wellness
  2. 2. The Measures ofSuccess & lifestyles have changed..
  3. 3. ..and so havethe Measures ofHealth..Burgeoningstate of non-communicablediseases in India
  4. 4. What are Functional Foods? Digestive Performance Health nutrition Weight management Blood sugar control Cholesterol Beauty reduction enhancement
  5. 5. Rapidly building awareness led by Media & increased choices in the market
  6. 6. However the Adoption challenge still remains steep in Functional Foods Specialized NutritionIndian consumer - Current State of Mind Food for Pleasure Sustenance/ Convenience/ Basic Nutrition Food for Survival
  7. 7. Some Theory on Communication Strategies
  8. 8. ADMAP Current Desired Currently DO Then they will (behaviour) (objective) Because If we can currently make them THINK THINK (barrier/ (promise/ opportunity) Reason To Buy) Insight based Advertising
  9. 9. ADMAP Current Desired Currently DO The consumer’s Then they will (behaviour) current behavior (objective) Because If we can currently make them THINK THINK (barrier/ (promise/RTB) opportunity) Insight based Advertising
  10. 10. ADMAP Current Desired Currently DO The consumer’s Then they will (behaviour) current behavior (objective) Because If we can currently The current belief make them THINK driving this behavior THINK (barrier/ (promise/RTB) opportunity) Insight based Advertising
  11. 11. ADMAP Current Desired Currently DO The consumer’s Then they will (behaviour) current behavior (objective) Because The belief we want If we can currently The current belief make them to instill to drive THINK driving this behavior THINK (barrier/ desired behavior (promise/RTB) opportunity) Insight based Advertising
  12. 12. ADMAP Current Desired Currently DO The consumer’s Then they will The desired behavior (behaviour) current behavior (objective) Because The belief we want If we can currently The current belief make them to instill to drive THINK driving this behavior THINK (barrier/ desired behavior (promise/RTB) opportunity) Insight based Advertising
  13. 13. Areas of Benefit Barriers – to look for Insights• “I don’t want the benefit”• “I already have the benefit”• “I don’t believe you deliver the benefit”
  14. 14. Applying Communication Theory to Functional Foods
  15. 15. Gap between diagnosis/ concern for the Health problem and the Need for abenefit is invariably consumer’s correct and holistic understanding of theHealth problem. Health Problem Health Problem Brand responsibility/ imperative Consumer understanding Need for Benefit Need for Benefit Functional food Functional food solution solution
  16. 16. Hence, the BIG communication challenges“I don’t have a Problem” 1. Building Awareness“Healthy Foods are 2. Building Interesttasteless”“This is not the kind of 3. Building Trialfood I am used to”“I am confused about 4. Building Habitwhich is right for me”
  17. 17. “I don’t have a Problem” 1. Building Awareness Target psychology instead of only physiology Make a connection Other triggers for through success: communication 1. Quantum of messagingGet into her shoes, 2. Credentials fromunderstand the life recognized/space leading institutionsFind the sweet spotwhere the functionalfood can make adifference
  18. 18. The entire Insurance industry especially Health Insurance has relentlesslyworked on creating awareness about the problems of securing oneself andhence the need to get insured adequately
  19. 19. “Healthy Foods are 2. Building Interesttasteless” Keep the message Interesting and Inviting Don’t go the Hippocrates way in communication..“Let food be thy medicine” does not work Avoid the risk of sounding ‘pharmaceutical’ or ‘therapeutic’ Remember..consumer is buying food for enjoyment
  20. 20. Television and Entertainment content providers have generated a lot of interestand excitement around ‘Cooking’ and ‘Cookery shows’ and taken the genre to alarge no. of viewers beyond Housewives.
  21. 21. IPL – Do I need to explain?
  22. 22. “This is not the kind of 3. Building Trialfood I am used to”Ensure superb Reach and Access Unit Price & affordability Price – consumer does not think about buying once Should seem affordable enough for everyday usage Win @ Point of Purchase, use packaging strategically
  23. 23. EXAMPLE 1.0 Driving affordability has been the cornerstoneof growth across categories
  24. 24. EXAMPLE 2.0 ‘Easy access to Capital andFinance’ coupled with the rightcommunication has changed age old behaviorto borrowing; and is driving Consumptionacross categories and enabling Enterprisesacross the pyramid
  25. 25. “I am confused about 4. Building Habitwhich is right for me” Benefit proposition Product delivery Price Consistent availability RemindersEvery element must play perfectly One to one engagement Key opinion leaders
  26. 26. Once again, the BIG communication challenges & implications“I don’t have a Problem” 1. Building Awareness“Healthy Foods are 2. Building Interesttasteless”“This is not the kind of 3. Building Trialfood I am used to”“I am confused about 4. Building Habitwhich is right for me”
  27. 27. Functional Food Brands have to play an active role to create to create thisconsumer understanding first and then market the solution.Factor What does it mean?Need the product • Positive Choice - Food format already a part of Target consumer’s daily habits • Should be communicated as a food product - Health Plus • If the functional food product is priced at a premium it must have the taste, appearance, and quality of a premium food product • The product (even if functional) should be great tasting Marketing imperativeUnderstand the benefit • The success depends primarily on what the target group already knows, accepts and has heard from credible sources. • Special groups of consumers have detailed knowledge about ingredients. What does your target group know and believe about your ingredientAccept the ingredient • Consumers are interested in health, not ingredients. It is not necessary for consumers to understand the ingredient, as long as they accept it in a healthy food product. • If the ingredient is unknown or unattractive, the consumer will chose other products to reach the same health benefit e.g. Probiotic vs. Fiber to deliver Digestive Health Development • For maximum acceptance place your ingredient in a food context and place subject matter in the context of what consumers already imperative know and accept. • Otherwise – educate health professionals and other opinion leaders to match consumer readinessTrust the brand • You cant trust any brand to provide for your health • In every marketplace there are already a number of food brands Advantage consumers associate with health e.g. Britannia, Horlicks, Nestle etc. • It takes time/ endorsement to build consumer trust builderSource: FourFactors, Wennstrom
  28. 28. Signing off: The Three Golden Rules• Remember “Taste, Taste, Taste”• Leverage powerful human insights, drive through a simplistic message• Don’t Talk AT the consumer, Talk TO the consumer

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