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Wennström’s Four Factors of Success

Published by: New Nutrition Business

Published: May. 1, 2009 - 132 Pages


Table of Contents


Introduction

Who is this book for?

How to get the most out of this book

How this book is organized

Executive Summary

Part 1: The Four Factors

Why Four Factors?

What is so scary about this?
Motivation and permission

The Four Factors work best in harmony

Factor 1 - Need the product
Who? Gender differences and life stages
The mother is the health manager

Understand the role of the gatekeeper

When and why? Consumption occasion

Understand the demand of the situation

Why? Changes in consumer behaviour create opportunity

The example of breakfast

Create a Needmap

Different categories compete for the same situation

Getting the whole product right

Factor 1 in Practice: Women’s Essentials

Summary - Factor 1: Need the product

Factor 2: Accept the ingredient
Is the ingredient accepted by medical and scientific community?
What awareness does the ingredient have among early adopters?

Is there potential awareness in the mass market?

Which trends can you benefit from?

Factor 2 in Practice: Body Bio Calcium

Summary - Factor 2: Accept the ingredient

Factor 3 - Understand the health benefit
The importance of feeling the benefit
Target the group with the best understanding of the benefit

Educate about the problem to be able to sell the solution

Become the expert brand for your chosen health benefit

Health claims

Understand the difference between a hard or soft claim led strategy

Creating trust in the message

Emotional benefits are what really motivate the consumer

Contents

Factor 3 in Practice: Aim ProBone

Summary - Factor 3: Understand the health benefit

Factor 4 - Trust the Brand
The power of brands
Trust a new brand?

Factor 4 in Practice: Boots Calcium with Vitamins

Summary - Factor 4: Trust the Brand

The complete Four Factors concept

FourFactors - two strategies:

Example 1: Danone Actimel Probiotic Drink

Example 2: Innocent Smoothies

Part 2: Case Studies - the Four Factors applied

Introduction

Technology/medically-led brands:
Case study 1: Benecol cholesterol-lowering dairy drink
Case study 2: Yakult daily dose probiotic dairy drink

Case study 3: Anlene bone health dairy products

Lifestyle-led brands:
Case study 4: Red Bull energy drink
Case study 5: Silk soymilk

Mass-market brands:
Case study 6: Emmi energy milk
Case study 7: Up& Go breakfast drink

Learn from the failures:
Case study 8: Novartis Aviva
Case study 9: Emmi Co-enzyme Q10 dairy sports drink

Case study 10: Delamere Dairy Dancing Daisy probiotic milk

Appendix

Four Factors Brand Position Analysis working papers

Index

Abstract

Wennström’s Four Factors of Success is a unique check-list for new product development and brand analysis that takes the guesswork out of food and health marketing.

First used in practice in 1997, this is the first time that this practical, concise and easy-to-follow step-by-step guide has been made available in print.

Intended for anyone involved in marketing, new product development, R&D or science commercialization, you can use the Four Factors to assess:
  • What to do to create a health-enhancing brand that resonates with consumers
  • What are the gaps in your current brand and product development strategy
  • How to fill those gaps in a practical way
  • What is the best communication strategy
  • How competitor brands are likely to perform
The analysis is supported by 10 detailed case studies which show the Four Factors in action. The case studies cover:
  • Water, juices and smoothies
  • Dairy drinks and yoghurts
  • Soy and cereal drinks
  • Energy drinks
  • Dietary supplements And include the following benefit areas:
  • Heart health, cholesterol-lowering, blood pressure
  • Joint health and movement
  • Bone health
  • Digestive health
  • Immune health
  • 5-a-day of fruit and vegetables
  • Energy
The Appendix includes working papers so you can carry out your own Four Factors analysis on your own business.

10 reasons to buy FourFactors

1. A well-proven analysis tool
2. Simple and effective
3. A practical ‘back of an envelope’ checklist that take the guesswork out of food and health marketing
4. Helps you to see clearly how to develop a differentiated product proposition
5. Helps you reduce the risk of failure when developing a new concept or bringing new benefits to an existing brand
6. For over 10 years, tried and tested successfully by seasoned professionals in companies large and small in Europe, Asia, Africa and the US
7. Successfully applied and refined in hundreds of projects involving medical foods, functional foods, organic foods, natural foods, dietary supplements and OTC medicines
8. Illustrated with short, practical case studies, using supermarket sales data 9. A very affordable price
10. Sent to you in PDF

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