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Healthy Marketing Masterclass
October 2009
Mumbai & Delhi
“Better targeted products, faster to market”
©2009 www.healthymarketingteam.com : Strictly no reproduction without written permission
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Part 3: Who do you target?
Consumer segmentationConsumer segmentation
A strategy for differentiation
Understand why shoppers make healthy choices?
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Better targeted products faster to marketFrom Consumer data to brand success in a step by step process
Step 1
CategoryDirection
Step 2
BrandAcceleration
Step 3
TestingConsumer concepts
What game are
we playing in?How to play?
Which concepts
Step 4
DesigningIdentity & products
Ongoing
ConsumerResearch
BRIEFwe playing in?
Where to play?
Category
positioning
roadmap
Which
concepts
fit your brand?
Data-proven
concepts
Which concepts
consumers will
buy?
What will it
look like on-
shelf?
Tested concepts
ready to roll
Finished products
on shelf
BRIEF
Consumer
Trends and
Market data
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What does ‘health’
mean to you?mean to you?
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Let’s get to know the SIX HealthFocus® segments
health involved unmotivated by health
We find them in every market, but in very different proportions.
Around the world, everyone is shopping more for health…
…but for different reasons – the key to success is to understand your
customer’s motivations and the benefits s/he is looking for.
Healers Disciples Investors Managers Strugglers Unmotivateds
Which are you? Which are your consumers?
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Healers 19%
• Eat healthier because they have to.
• Tend to be older.
• Will compromise taste and
convenience for health benefits.
Facing a problem or risk. Problem : Solution
Food as medicine
©2009 www.HealthymarketingTeam.com : data and segments ©2009 HealthFocusInternational no reproduction without written permission
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Disciples 25%
• Believe diet is important
• Compulsive about their choices
• Motivated by ethical / religion
• Many vegetarians and health food
shoppers
• High awareness of leading edge
Organic, Natural Natural & Wellness
• High awareness of leading edge
nutrition issues
Global Responsibility
©2009 www.HealthymarketingTeam.com : data and segments ©2009 HealthFocusInternational no reproduction without written permission
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Investors 6%
• Make healthy choices to ensure
future good health
• Value quality over price
• Influenced by environmental and
social concerns
Won’t give up taste/convenience
Future Health Prevention & Wellness
• Won’t give up taste/convenience
Healthy but Tasty
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Managers 45%
• Believe diet is important
• Proactive: Know healthy eating
makes them feel better now
• Focus on feeling/looking good
• Won’t give up taste and
convenience for health benefits
Give me health TODAY! Performance & Wellness
convenience for health benefits
Functional Food
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Strugglers 4%
• Yo-yo between healthy and
unhealthy eating - dieting
• Believe staying healthy is a
matter of luck
• Respond to “quick fixes”
Credit / Debit Pleasure & Nurturing
Miracles and quick fixes
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Unmotivated 0%
Don’t choose food for health Pleasure not health
• Don’t believe diet impacts
health
• Tend to be younger and male
• Taste driven
• Make weight loss choices, but for
vanity, not health
Taste, price, then convenience
vanity, not health
©2009 www.HealthymarketingTeam.com : data and segments ©2009 HealthFocusInternational no reproduction without written permission
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Your Instant Guide to Health…
Healers – Health IssueDisciples – Health BeliefInvestors – Health PremiumInvestors – Health PremiumManagers – Health SolutionsStrugglers – Health MiraclesUnmotivateds – What Health?
©2009 www.HealthymarketingTeam.com : data and segments ©2009 HealthFocusInternational no reproduction without written permission
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Segments India 2008
Next Global survey spring 2010
19% 25% 6% 45% 4% 0%
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Targeted design: How to segment a potatoHow to segment a potato
An imaginary portfolio for french fries, using Health Focus
motivational consumer segmentation
©2008 Design Bridge Netherlands & The Healthy Marketing Team Ltd
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How to differentiate a potato!
(Imagine you were a maker of French Fries… )
With thanks to Design Bridge Netherlands www.DesignBridge.com
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Remember the HealthFocus Segments?
Healers Disciples Investors Managers Strugglers Unmotivateds
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Healers
NEED
Who: Healers
Why: Heart concern
BENEFIT
Heart health
and blood pressureWhy: Heart concern and blood pressure
INGREDIENTS
Sunflower oil
Low cholesterol
Low salt
BRAND
Clinical / medicinal colours
Sunny, optimistic
Medically endorsed
©2009 www.HealthyMarketingTeam.com
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NEED
Who: Disciples
Why: Close to nature
BENEFIT
Health from natural purity
Disciples
Why: Close to nature
INGREDIENTS
Organic
Skin still on
No additives
BRAND
Pure & natural
Earthy
Suitable for vegetarians
©2009 www.HealthyMarketingTeam.com
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NEED
Who: Investors
Why: Premium & healthy
BENEFIT
Long term health benefits of
Mediterranean diet
Investors
Why: Premium & healthy Mediterranean diet
Balance taste & health
INGREDIENTS
Olive oil
BRAND
Rich
Flavourful
Traditional
©2009 www.HealthyMarketingTeam.com
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NEED
Who: Managers
Why: Give me health NOW
BENEFIT
Quick 2 cook
Many health ‘ticks’
Managers
Why: Give me health NOW Many health ‘ticks’
INGREDIENTS
High Fibre
Vitamin C
Low fat
Pre-baked
BRAND
Bright
Active
Aspirational
©2009 www.HealthyMarketingTeam.com
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NEED
Who: Strugglers
Why: Permissable pleasure
BENEFIT
Slim
Crunchy
Strugglers
Why: Permissable pleasure Crunchy
Tasty
INGREDIENTS
Cut slimmer
BRAND
Pleasure
Nurturing
©2009 www.HealthyMarketingTeam.com
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NEED
Who: Unmotivated
Why: Pleasure
BENEFIT
PLEASURE
Economy
Unmotivated
Why: Pleasure Economy
Convenience
INGREDIENTS
Low fat
Microwavable
Extra mayonnaise
BRAND
Full color=full-flavour
Bright
Cheap
©2009 www.HealthyMarketingTeam.com
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It’s only a commodity if you make it one!
Help your consumer understand you’re offering a solution for THEM…
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It’s only a commodity if you make it one!
Help your consumer understand you’re offering a solution for THEM… and don’t be left on the shelf as the competition hots up!
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Same Motivation but new Permission
McDonald’s connected to both health and environmental trends in menu as well as in design codes• +15% European sales, first half of 2007 following redesign in Europe
• vs US +6% (no redesign in US)
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Part 4:
The Five Innovation Strategies
How to enter the health marketHow to enter the health market
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Better targeted products faster to marketFrom Consumer data to brand success in a step by step process
Step 1
CategoryDirection
Step 2
BrandAcceleration
Step 3
TestingConsumer concepts
What game are
we playing in?How to play?
Which concepts
Step 4
DesigningIdentity & products
Ongoing
ConsumerResearch
BRIEFwe playing in?
Where to play?
Category
positioning
roadmap
Which
concepts
fit your brand?
Data-proven
concepts
Which concepts
consumers will
buy?
What will it
look like on-
shelf?
Tested concepts
ready to roll
Finished products
on shelf
BRIEF
Consumer
Trends and
Market data
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There are Five key strategies to enter the market
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Introducing the 5 key strategies
1. New category creation
2. New segment in category
3. Whole category substitution
4. Leveraging hidden nutritional assets4. Leveraging hidden nutritional assets
5. Functional food makeover
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Part 5
Wennstrom’s FourFactors®
Brand analysis and brand accelerationBrand analysis and brand acceleration
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...overwhelmed?
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What is scary about this…
The six second, six centimeter rule…
The decision whether to pick your product or move the hand 6cm toa competitor may be the result of just a six-second evaluation!
Every shopper stands in front of the shelf making a complex mental calculation with everything she knows about the product…
…the secret is to know what makes up her calculation.
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What if…
I could show you what makes up her six second equation?
I could teach you a simple tool, which you can use this afternoon, and again right after you leave this room, for checking your product or concept will win?
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It’s all about the space your brand occupies
in the mind of the consumer.
Need the
product? Understand
the
benefit?
Accept the
ingredient?
benefit?
Trust the
brand?
These are the four key success factors for every
brand positioning
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FourFactorsTM worksheet
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Case Study:
Major Cereal Manufacturer
Long term market player
Market share has fallen from 34% to 28%
Facing problems...
• Falling sales• Falling sales
• Retailer delisting
• People are walking away from breakfast
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What can we do?• Reduce price?
• Fortify with extra vitamins?
• Launch a new campaign on the benefit of eating a nutritious breakfast?
• Partner with Disney / Pixar?
Or listen to the consumer:
What´s the problem? Can we provide a solution?
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s
What category/strategy
Breakfast cereals BreakfastBreakfast drink
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Factor 1. Need the product
Who? When? Why?
The first factor focuses on the lifestyle needs of the consumer and perceptionand relevance of the and relevance of the product as food in his/her life.
Up& Go, Liquid breakfast, handheld, to be consumed on the go.
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Target Consumer
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Factor 2. Accept the ingredient
Awareness?
Interest?
Trend?
The second factor is based on consumer knowledge and on consumer knowledge and
awareness of the chosen ingredient.
High fibre
Milk for protein
98.5% fat free
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Target Consumer
Ingredients & Benefit platform
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Factor 3. Understand the benefit
How do they understand the benefit? Is it relevant to their lifestyle?
It’s breakfast!
The health benefits of the ingredients are easy to understand.
The total benefit of the product is a The total benefit of the product is a healthy breakfast in a hurry.
Physical
Intellectual
Emotional
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3 levels of
benefit
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Target Consumer
Ingredients & Benefit platform
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Factor 4. Trust the brand
The fourth factor is the key factor
Is the brand a credible provider of the benefit?
Identity & History
PromisePromise
image
Up&Go, a brand from Sanitarium, the Australian market leader in healthy breakfast products.
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Brand Position
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Target Consumer
Brand Position
Ingredients & Benefit platform
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FourFactorsTM
From Theory to Practice...
Concept 3: Fresh fries
WHO NEED THE PRODUCT
Who: Investors
BENEFITS
From natureWho: Investors
When: With Family
Why: Traditional meal
Flavour
INGREDIENTS
Cutting back on SALT/ FAT
Especially SATURATEd FAT
Trend to FARMERS MARKETs
From nature
Lower fat
Tasty
Full of flavour
BRAND
Natures goodness
Field/farm fresh
Provenance
Heritage
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To… award winning design
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Our mission:
Better targeted products,
faster to market.
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Thank you
For more information, or to work with the Healthy Marketing Team
Contact:
Sam Waterfall
+44 (0) 7799 643152