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Wennström’s Four Factors of Success - A Simple Tool to Innovate Healthy Brands Product Image

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
- READ MORE >

About the author

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
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
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
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

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.

Format Properties
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.
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