Effective Health Food Marketing

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An approach to branding in Health Food category

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Effective Health Food Marketing

  1. 1. EFFECTIVE STRATEGIES FOR MARKETINGHEALTH FOODS IN INDIA.. 4/14/2011 1
  2. 2. GROWING DEMAND FOR HEALTHY LIVING… 4/14/2011 2
  3. 3. India‟s Top 5 Health Concerns…Top 5 health problems Incidence Concerned about 2008 2008Stress 32% 37%Frequent colds/ flu 30% 41%Eye health problems 28% 31%Tiredness/ lack of energy 24% 33%Gastro/ digestive problems 20% 37% Source: Health Focus India 2008 Report 4/14/2011 3
  4. 4. Increasing focus on staying healthy TODAY...(motivations for healthy eating) - Extra day-to-day energy and stamina 24% - Treat or control an existing health problem 19% - Enhance my daily health 17% - Meet needs of my family 17% - Ensure my future good health 16% Source: Health Focus India 2008 Report
  5. 5. “Healthy eating leads to good health!” Source: Technopak Food report 2009 URL: http://www.indiamindscape.com/downloads/food_vol1_2009.pdf 4/14/2011 5
  6. 6. A BIG future potential for Health Foods.. Affluence: Demand Education: Purchase for Health Awareness Foods Power 4/14/2011 6
  7. 7. TAPPING THIS DEMAND… 4/14/2011 7
  8. 8. An explosion of brands tapping this opportunity… 4/14/2011 8
  9. 9. Two approaches to offering Functional Foods.. Removal of the “Baddies” Addition of the “Goodies” 4/14/2011 9
  10. 10. There is still a big need gap to tap.. 89% of shoppers select foods for healthful reasons … but only 35% are „very satisfied‟ with their eating habits Source: Health Focus India 2008 Report
  11. 11. Formidable communication task for marketers...• 51% of consumers report they don‟t believe the claims and symbols shown on packaging.• 44% of consumers say they don‟t understand most of the symbols and claims on food packaging.• Just 10% think the symbols and claims on pack provide valuable information. Source: Health Focus India 2008 Report
  12. 12. WINNING THE MARKETING GAME:ATTITUDINAL SEGMENTATION 4/14/2011 12
  13. 13. Let’s get to know the SIX HealthFocus® segmentshealth involved unmotivated by health Healers Disciples Investors Managers Strugglers Unmotivateds 19% 25% 6% 45% 4% *
  14. 14. Healers 19% Facing a problem or risk. Problem : Solution • Eat healthier because they have to. • Tend to be older. • Will compromise taste and convenience for health benefits. Food as medicine
  15. 15. Disciples 25% Organic, Natural Natural & Wellness • Believe diet is important • Compulsive about their choices • Motivated by ethical / religion • High awareness of leading edge nutrition issues Global Responsibility
  16. 16. Investors 6% Future Health Prevention & Wellness • Make healthy choices to ensure future good health • Value quality over price • Influenced by environmental and social concerns • Won’t give up taste/convenience Healthy but Tasty
  17. 17. Managers 45% Give me health TODAY! Performance & Wellness • Believe diet is important • Proactive: Know healthy eating makes them feel better now • Focus on feeling/looking good • Won’t give up taste and convenience for health benefits Functional Food
  18. 18. Strugglers 4% Credit / Debit Pleasure & Nurturing • Yo-yo between healthy and unhealthy eating - dieting • Believe staying healthy is a matter of luck • Respond to “quick fixes” Miracles and quick fixes
  19. 19. Unmotivated Don’t choose food for health Pleasure not health • Don’t believe diet impacts health • Tend to be younger and male • Taste driven • Make weight loss choices, but for vanity, not health Taste, price, then convenience
  20. 20. HOW TO SELL A POTATO?How to position potato for each of the six segments? 4/14/2011 20
  21. 21. Healers : Eat healthy because they have toBenefit bundle:• Prevention• Natural
  22. 22. Disciples : Believe in health from natureBenefit bundle:• Natural• Wellness
  23. 23. Investors : Long term view on health & wellnessBenefit bundle:• Prevention• Wellness
  24. 24. Managers : Gimme health NOW!Benefit bundle:• Performance• Wellness
  25. 25. Strugglers : Yo-yoBenefit bundle:• Pleasure• Nurturing
  26. 26. Unmotivateds: Price, then taste, then convenienceBenefit bundle:• Pleasure• Performance
  27. 27. UNDERSTANDING HEALTH MINDSCAPES 4/14/2011 27
  28. 28. Where are we playing on the Product Lifecycle Curve?
  29. 29. Health Food Marketing is a “Technology” business… Successful Marketing recognises that we are in a technology business and that the we need to educate to create acceptance and motivation to buy. But - there are different rules for acceptance of new technology at different stages in the product life-cycle. 4/14/2011 29
  30. 30. PLC – The playing fields have different “rules of the game” Technology Lifestyle Mass Market• Motivated by • Motivated by being • Motivated only technology. first with new when new benefit• Puts Functional benefits. becomes a before Food. • Motivated by standard• Evaluate functional Functional foods. • Only motivated by foods in a medical • See functional Food context. foods in the • See functional• Brand will carve a context of identity foods in a food strong niche in the and lifestyle. context market • Brand represents • Brands bring products and ideas wellness benefit to on the threshold to the mass market the mass market consumer 4/14/2011 30
  31. 31. The MFD playgroundSales Time
  32. 32. The Juice Category Playing FieldSales Time 4/14/2011 32
  33. 33. Summing Up…• The future is “Healthy”!• Need: Astute strategy to exploit this future opportunity.• Positioning based on segmentation could increase effectiveness• Identifying the right playing field would lead to sharper and more effective marketing 4/14/2011 33
  34. 34. THANK YOUpranesh.misra@brandscapesworldwide.com 4/14/2011 34

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