Commercialising Innovation: The Food & Health Marketing HandbookPublished by: New Nutrition Business Published: Mar. 1, 2003 - 168 Pages Table of ContentsForeword A word from Tetra Pak PART I STRATEGY DEVELOPMENT CHAPTER 1 Introduction: How to use this Handbook A strategy not a category The challenge of innovation New nutrition science Strategy Product concept development and brand positioning CHAPTER 2 The many ways of seeing health The "wellness generation" Health products stumble The information overload Choosing a personal path to health Low-carbohydrate diets The unstoppable obesity epidemic? Just one trend among many Snacking and on-the-go consumption Convenience Cash-rich, time-poor Women working Increase in single-person households CHAPTER 3 From Hi-Tech to Hi-Touch: Science Push or Consumer Pull? Introduction The value chain starts in the mind of the consumer The Ambition: Adding Hi-Tech to food for higher added value Hi-Tech and Hi-Touch - applying lessons from other Hi-Tech to consumer markets Hi-Tech = innovations in technology Hi-Touch = innovations in marketing Producer Value or Consumer Value? Applying lessons from the Hi-Tech phone market Phase 1: Hi-Tech with Lo-Touch Phase 2: Hi-Tech with Hi-Touch Summary of the lessons from mobile phones Cholesterol-lowering spreads - applying the lessons from the Hi-Tech food market Phase 1: Hi-Tech with Lo-Touch Phase 2: Hi-Tech with Hi-Touch What can we learn from these Hi-Tech examples? Corporate culture can define whether your company chooses Hi-Tech or Hi-Touch Production-centered businesses Consumer-centered businesses Is your marketing about science push or consumer pull? Science Push - the Benecol example The role model of Science Push Consumer Pull - the Yakult example Life marketing Death marketing The development of functional foods strategies Conclusions Contents CHAPTER 4 Targeting the different stakeholders of health Introducing the Functional Foods Marketing Model Technology stakeholders Lifestyle stakeholders Brands with lifestyle appeal Mass market consumers Functional foods marketing strategy: develop the market, stakeholder by stakeholder Using the Functional Foods Marketing Model Why target a niche in the mass market? Case study: ProViva - making a mainstream brand CHAPTER 5 Five strategies to enter the market Strategy 1: Leveraging nutritional assets Definition Case study: Leveraging a hidden nutritional asset to build a new ingredient business - Kemin Foods Case studies on this strategy Description Strengths and advantages Disadvantages Strategy 2: New category creation Definition Case studies on this strategy Strengths and advantages Disadvantages Strategy 3: New segment creation Definition Case studies on this strategy Strengths and advantages Disadvantages Strategy 4: Category substitution Definition Case studies on this strategy Strengths and advantages Disadvantages Strategy 5: The functional foods make-over Definition Case studies on this strategy So where after these five strategies? PART II BRAND DEVELOPMENT CHAPTER 6 The Four Factors of success Case study: The Four Factors in action: Up & Go How to use the four factors The first factor: need the product as food Make your product the best solution to a need Finding changes in consumer behaviour is one of the keys Who, when and why - the key questions to find the best possible consumer Old guys don't drink smoothies Gatekeeper marketing The second factor: accept the ingredient Find out what the consumer knows What is this ingredient doing in this product The third factor: understand the health benefit Consumers and health claims Trust in the message Feel the effect makes it easier to understand the message The fourth factor: trust the brand Trust the established brand Trust in a new brand? Brand differentiation on expertise CHAPTER 7 Twenty key case studies 1. Benecol - cholesterol-lowering spreads; the U.K. and Finnish experiences compared 2. Yakult - a Japanese company launches Europe's 'battle of the little bottles 3. Danone Actimel 4. General Mills - whole grain heart health success 5. Tropicana - leveraging the healthiness of orange juice and substituting for milk 6. Lycopene and five-a-day the Heinz way 7. White Wave's Silk - creating a new category in soy milk 8. Gatorade 9. Red Bull - taking the mainstream market by the horns 10. Emmi Energy Milk, a Swiss success story 11. Novartis' Aviva - a failed leap into the mainstream 12. Danone Activ U.K. - adding bone health to expand the water market 13. Marks & Spencer &More - own label comes to functional foods 14. Sainsbury's shows the Way to Five 15. Innocent Drinks 16. Sanitarium's Up & Go - inventing liquid breakfast 17. New Zealand Dairy Food's De Winkel - giving an old brand new life 18. Perrier Vittel's Contrex - leveraging hidden brand values and new ingredients to revitalise an old brand 19. Suntorys' Dakara Life Partner - near water, a new category in functional drinks 20. Adams Bodysmarts - Pfizer's functional confectionery flop PART III THE FUTURE IS I-NUTRITION CHAPTER 8 Towards individualised nutritional solutions Boxes What do people do to improve their health (in the U.S. and U.K.) Are healthy-eating messages contradictory? America's childhood obesity crisis Motivations for better eating IFIC's consumer study of what makes for effective health messages, June 2000 What foods are intrinsically healthy? Pricing and distribution Tables Table 1 - A world of hidden nutritional assets 62a Table 2 - Four Factors brand strategy analysis examples 84a Table 3 - Integrated communications strategy 84b Figures Figure 3.1 - The Hi-Tech Hi-Touch quadrant Figure 3.2 - Kelloggs Cornflakes - from Lo-Tech to Hi-Touch Figure 3.3 - Mobile phones: Phase 1 Figure 3.4 - Functional phones Figure 3.5 - Mobile phones: Phase 2 Figure 3.6 - The Hi-Tech experience: Consumers want Hi-Touch Figure 3.7 - The Hi-Tech experience: Consumers want Hi-Touch Figure 3.8 - Cholesterol-reducing spreads: Phase 1 Figure 3.9 - Cholesterol-reducing spreads: Phase 2 Figure 3.10 - Brands for long term differentiation and development of new category Figure 3.11 - Consumer Pull marketing - chain of values Figure 3.12 - Science Push marketing - values chain Figure 3.13 - Science Push model = centered around production values Figure 3.14 - Consumer Pull model = centered around consumer values Figure 3.15 - Functional foods strategy model Figure 3.16 - Functional foods marketing strategy Figure 4.1 - Functional foods marketing model Figure 4.2 - The technology stakeholder Figure 4.3 - The lifestyle stakeholder Figure 4.4 - The mass market stakeholder Figure 4.5 - Develop the market stakeholder by stakeholder Figure 4.6 - Decide entry point with functional foods marketing model Figure 6.1 - Needmap: examples of situations and functions of milk consumption Figure 6.2 - Products from different categories compete for the same meal situation with the same function Figure 6.3 - Trendspotting Figure 6.4 - It's brands, not bugs, that make the lasting difference to a product's performance Figure 8.1 - From 'we' to 'me' Figure 8.2 - Away from '3 meals a day' AbstractIn a competitive world how do you take your technology to market so that it’s your product that wins at the point of purchase? Using 20 detailed case studies, a wealth of market intelligence, graphs and tables, The Food & Health Marketing Handbook will guide you to fully exploit the science and health benefits of your ingredients or products. The Food and Health Marketing Handbook (available in PDF only) will help you: Learn the practical tools used today by successful companies: The Hi-Tech, Hi-Touch, Science Push or Consumer Pull Model The Functional Foods Marketing Model The Five Strategies The Four Factors of Success Discover how you can combine the practical tools to: • Develop your strategy • Identify your target consumer groups • Position your brand in the market • Build an integrated communications strategy The Food & Health Marketing Handbook is published in full-colour and includes: 20 detailed case studies 50 charts, figures and tables in full colour Over 60 full colour illustrations of products and advertisements Key point summaries at the end of each chapterGet full details about this report >> |
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