- Published: April 2009
Wennström’s Four Factors of Success - A Simple Tool to Innovate Healthy Brands
- Published: May 2009
- Region: World
- 132 Pages
- New Nutrition Business
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
The Appendix includes working papers so you can carry out your own Four Factors analysis on your own business.
10 reasons to buy FourFactors:
- A well-proven analysis tool
- Simple and effective
- A practical ‘back of an envelope’ checklist that take the guesswork out of food and health marketing
- Helps you to see clearly how to develop a differentiated product proposition
- Helps you reduce the risk of failure when developing a new concept or bringing new benefits to an existing brand
- For over 10 years, tried and tested successfully by seasoned professionals in companies large and small in Europe, Asia, Africa and the US
- Successfully applied and refined in hundreds of projects involving medical foods, functional foods, organic foods, natural foods, dietary supplements and OTC medicines
- Illustrated with short, practical case studies, using supermarket sales data
- A very affordable price
- Sent to you in PDF SHOW LESS READ MORE >
About the author
Who is this book for?
How to get the most out of this book
How this book is organized
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
the role of the gatekeeper
When and why? Consumption occasion
Understandthe 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
Understand the difference between a hard or soft claim led strategy
Creating trust in the message
Emotional benefits are what really motivate the consumer
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
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
Case study 4: Red Bull energy drink
Case study 5: Silk soymilk
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
Four Factors Brand Position Analysis working papers
Peter Wennström is regarded as one of the world’s leading experts in functional and healthy foods marketing. He is co-author of the Food & Health Marketing Handbook, also published by New Nutrition Business.
Peter is founder and president of the London-based Healthy Marketing Team. He is also a popular speaker and has delivered workshops and seminars to companies across the globe.
Peter is an international brand management consultant working for clients in pharma, dietary supplements and food. He started his career in the advertising business in the early eighties and was involved in some of the very first functional foods launches in Europe.
In the late nineties Peter started his own agency under the name of Wennström Integrated Concept Development, taking consumer data and market insights from around the world on food and health issues, using strategic tools such as Wennström’s FourFactors and the FourFactors Brand Analysis System. These tools allow companies to take quicker and more accurate strategic decisions and accelerate brand innovation and NPD. Wennström’s FourFactors has been used by his clients since 1997.
In 2004 Peter also started HealthFocus Europe, the European arm of HealthFocus International Trend Survey, which is the longest running global consumer trend survey. In 2008 he founded the Healthy Marketing Team with the expressed mission of supporting his clients to better target products and brands, faster to market.
|Electronic (PDF)||The report will be emailed to you. The report is sent in PDF format.||This is a single user license, allowing one specific user access to the product.|
|Enterprisewide||The report will be emailed to you. The report is sent in PDF format.||This is an enterprise license, allowing all employees within your organisation access to the product.|