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Functional Foods Conference - October 2010

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Neal Cavalier-Smith - Key elements of presentation

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Functional Foods Conference - October 2010

  1. 1. Are health-claims killing your competitive edge? Successful positioning for “function”. Neal Cavalier-Smith Director of Consulting Functional Drinks 2010 Geneva 12.10.2010 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. 2. And how can Popeye help? 1. Insert picture of popeye
  3. 3. Who am I? Neal Cavalier-Smith Director of Consulting Healthy Marketing Team Global specialists in brand positioning for health.
  4. 4. Neal Cavalier-Smith Global specialists in positioning healthy brands: 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 Director of Consulting Healthy Marketing Team
  5. 5. Three ten-minute sections…  What’s happening?  Why is it happening?  How you can make it happen for your brands
  6. 6. 1. What’s happening? - EFSA forcing producers to re-think - Consumers becoming sceptical and confused 2. Why is it happening? - Are function-claims going over-the-curve? 3. How to make it happen for your brand? - What you still can claim? - When you don’t need a claim at all! What is scary about this…
  7. 7. What is scary about this… 6 seconds 6 cm Your shopper makes a complex mental calculation… …the secret is to know what makes up her calculation? AND IT IS CHANGING!!!
  8. 8. So what is happening? EFSA is forcing producers to re-evaluate… Insert Danone example EFSA is already having a profound effect on our marketing… BUT!
  9. 9. ……..If you would like to see the rest of this inspiring presentation, please e-mail: admin@healthymarketingnews.net
  10. 10. ……..If you would like to see the rest of this inspiring presentation, please e-mail: admin@healthymarketingnews.net

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