healthy marketing team masterclass india 2009 pt2of2

Healthy Marketing Masterclass

October 2009

Mumbai & Delhi

“Better targeted products, faster to market”

©2009 www.healthymarketingteam.com : Strictly no reproduction without written permission

Part 3: Who do you target?

Consumer segmentationConsumer segmentation

A strategy for differentiation

Understand why shoppers make healthy choices?

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

What does ‘health’

mean to you?mean to you?

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?

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

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


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

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

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

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


Your Instant Guide to Health…

Healers – Health IssueDisciples – Health BeliefInvestors – Health PremiumInvestors – Health PremiumManagers – Health SolutionsStrugglers – Health MiraclesUnmotivateds – What Health?


Segments India 2008

Next Global survey spring 2010

19% 25% 6% 45% 4% 0%

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

How to differentiate a potato!

(Imagine you were a maker of French Fries… )

With thanks to Design Bridge Netherlands www.DesignBridge.com

Remember the HealthFocus Segments?

Healers Disciples Investors Managers Strugglers Unmotivateds

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

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


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


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


NEED

Who: Strugglers

Why: Permissable pleasure

BENEFIT

Slim

Crunchy

Strugglers

Why: Permissable pleasure Crunchy

Tasty

INGREDIENTS

Cut slimmer

BRAND

Pleasure

Nurturing


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


It’s only a commodity if you make it one!

Help your consumer understand you’re offering a solution for THEM…

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!

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)

Part 4:

The Five Innovation Strategies

How to enter the health marketHow to enter the health market

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

There are Five key strategies to enter the market

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

Part 5

Wennstrom’s FourFactors®

Brand analysis and brand accelerationBrand analysis and brand acceleration

...overwhelmed?

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.

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?

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

FourFactorsTM worksheet

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

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?

s

What category/strategy

Breakfast cereals BreakfastBreakfast drink

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.

Target Consumer

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

Target Consumer

Ingredients & Benefit platform

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

3 levels of

benefit

Target Consumer


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.

Brand Position

Target Consumer

Brand Position


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

To… award winning design

Our mission:

Better targeted products,

faster to market.

Thank you

For more information, or to work with the Healthy Marketing Team

Contact:

Sam Waterfall

[email protected]

+44 (0) 7799 643152

healthy marketing team masterclass india 2009 pt2of2

Documents

health taste

health pleasure

health dont

healersheart health

health today

health mean

diet impacts health

healthy choices