Wennstr”m's four factors of success: a simple tool to innovate healthy brands

Based on 20 years' experience of product success and failure in healthy marketing, the Four factors of success are a practical 'back of an envelope' checklist that takes the guesswork out of food and health marketing. They enable thereader to quickly learn basic principles that can be applied straight away. The Four factors have been applied and refined in hundreds of food projects from medical foods and functional foods to natural and super foods as well as in dietary supplements, OTC and prescribed pharmaceuticals. They have been tried and successfully tested by marketers and business leaders in many parts of theworld from Europe to South America. The book contains an overview of the Fourfactors and case studies describing their application. INDICE: Introduction - 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 diff erences and life stages. When and why? - Consumption occasion - Create a Needmap - 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 benefi t - 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 diff erence between a hard or soft claim led strategy - Creating trust in the message - Emotional benefi ts 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 Factor conceptFourFactors - 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 drink - 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 - Four Factors master checklist - Needmap

• ISBN: 978-1-84569-718-1
• Editorial: Woodhead
• Encuadernacion: Rústica
• Páginas: 146
• Fecha Publicación: 01/06/2009
• Nº Volúmenes: 1
• Idioma: Inglés