Trends & Strategies in Weight Management: Ten Key Case Studies
New Nutrition Business
November 1, 2008 83 Pages - SKU: CDGQ2041793
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How do you successfully create, price, position and market weight management brands? How do you market weight management ingredients when there are over 40 different suppliers fighting for space in this embryonic market?
This report provides answers to these questions. It is written for anyone trying to develop an effective strategy in this challenging and fast-changing area. It outlines the elements for success both for weight management brands and for ingredient suppliers.
The report begins with a concise 40-page analysis setting out:
- Key trends
- Which brand strategies are most effective and why
- Which ingredient strategies are most effective and why
The analysis is supported by 10 detailed brand and ingredient case studies, which show:
- success factors, and common causes of failure
- how to extend an existing brand
- how to create a successful new brand
- how to revive an old brand
- how an old brand leveraged an intrinsic weight management benefit
The report covers:
- 25 ingredients
- Satiety, calorie-burning and fat-burning
- The dairy, water, juice and gum categories
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- Executive summary
- Part I: Trends and strategies
- 1.Key trends in weight management
- 1.1 Consumer trends
- 1.2 Format and category trends
- 1.3 Benefit and ingredient trends
- 2. Strategies for success in weight management
- 2.1 First choose your benefit
- 2.2 Be an expert brand
- 2.3 Don’t offediet food
- 2.4 Target the right consumers
- 2.5 Aim for value, not volume
- 2.6 Differentiate with packaging
- 2.7 Effective brand marketing
- Strategy summary
- 3. Ingredient strategies
- 3.1 Which weight-management benefit should we use?
- 3.2 How can we use brand power?
- 3.3 Where is regulation going?
- 3.4 Where’s the evidence?
- 3.5 What price weight management?
- 4special role for dairy in weight management?
- Part II: Ingredient Case Studies
- Case study 1: Fabulesand satietin favour
- Case study 2: PinnoThia brand partner’s strategy flaws slow science commercialisation
- Part III: Brand Case Studies
- Case study 3: Campina Optimel/Optiweland success for dairy and satiety
- Case study 4: NaturLinea success for CLA and fat-burning
- Case study 5: Danone Shapreviving an old brand with fibres and proteins for satiety
- Case study 6: Slim-Fast satiety make-over halts sales slide
- Case study 7: Kellogg Specia- the billion dollar weight management brand
- Case study 8: LightFull Satiety Smoothidairy start-up combines low-cal, fibre and protein..
- Case study 9: Skinny Wateno-cal weight loss water takes guerilla approach to marketing
- Case study 10: Wrigleymarketing gum witweight management benefit
- Chart 1: Campina Optimel Control: Packaging innovation and health benefit support super-premium pricin
- Chart 2: Satiety at beyond-super premium price
- Chart 3: Comparison of prices of weight management brands anregular brand in Spain
- (in EUR .
- Chart 4: Slim-Fast sales 2004-200
- Chart 5: The risrise of Kellogg’s Special K. (US sales 2003-2008.
- Chart 6: Speciain the UK: by droppinjeans size the brand increases its market share
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