NutrEvent 2011: Which Strategies to Run your Business With or Without A Claim

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Peter Wennstrom presented alongside Kirsten Brandt from University of Newcastle, Isabelle Schaller from Kraft and Christophe Ripoll from Naturalpha on Which Strategies to Run your Business with or without a claim?

The session was a part of the NutrEvent Conference hosted by the EBD Group on 16 June 2011 in Lille, France.

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NutrEvent 2011: Which Strategies to Run your Business With or Without A Claim

  1. 1. How to communicate health benefitswithout a claimPeter WennströmPresident & Expert ConsultantHealthy Marketing TeamPeter@HealthyMarketingTeam.com
  2. 2. Who are we? Experts in helping brands respond to changing attitudes in nutrition, health and wellness. We work around the globe (25 countries in 2010) Specialise in brand positioning and product innovation / renovation in food, ingredients, supplements and OTC pharmaceuticals. Peter Wennström author of FourFactors of SuccessPeter Wennström The Four FactorsTM Brand Analysis System Food & Health Marketing Handbook
  3. 3. What we do:Better targeted brands, faster to market!(and optimise effort and investment)We can improve your By getting the And then makeperformance! fundamentals right! sure you stay on target!
  4. 4. Ingredients? Products? Benefits? Consumer?Categories?A claim is just one of many factors…
  5. 5. Introduction to the FourFactors®Wennströms Four Factors of Success©2011 Healthy Marketing Team
  6. 6. What is scary about this…The six second, six centimeterrule…The decision whether to pick yourproduct or move the hand 6cm toa competitor may be the result ofjust a six-second evaluation!Every shopper stands in front ofthe shelf making a complex mentalcalculation with everything sheknows about the product……the secret is to know what makesup her calculation.
  7. 7. Is this right?
  8. 8. This can’t be right?
  9. 9. This is not right.
  10. 10. Getting it right!
  11. 11. The value chain starts IN THE MIND OFTHE CONSUMER at point of purchaseWho needs Understandthe product? the benefit? Accept the Trust the ingredient? brand?
  12. 12. Motivation vs Permission Consumers are motivated by needs and benefits Ingredients and brands provide permission to buy
  13. 13. Your consumer has many reasons to reject
  14. 14. The FourFactors ® tools will help you askthe right questions.
  15. 15. Remember Popeye …
  16. 16. Factor 2: Accept the IngredientHaagen-Dazs took the confusion out of their ingredient list by making it verysimple. In a time where the consumer is overwhelmed with addedingredients, fortification and health claims, they capitalised on trends like‘less is more’, ‘free-from’ and ‘back to basics’ to launch a product that wasvery easy for the consumer to understand and accept.
  17. 17. Factor 3: Understand the BenefitActivia targeted constipation and digestive irregularity. They have a productwhere you are able to FEEL the benefit and were able to communicate thatthrough demonstration. They did this through imagery in the form of aslimed waist and yellow arrow. They also conducted a “two week challenge”to test the ‘felt’ benefit.
  18. 18. Factor 4: Trust the BrandAll Four Factors need to be aligned to increase your chances of success. Theconsumer trusts the Coca-Cola brand to deliver them pleasure…
  19. 19. But does the consumer trust the brand to deliver them health…?No! The Coca-Cola Light Plus product was withdrawn from the market after ayear.
  20. 20. Thank YouStrategic Direction in Health and WellnessPeter WennströmPresident & Expert Consultantwww.Healthy Marketing Team.comPeter@HealthyMarketingTeam.com

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