 |
‘The
Consumer Pull model builds on
the belief that the value chain starts
in the mind of the consumer’
From Chapter 3 of the Handbook |
Five Strategies
CHAPTER
5
We shine a light on the The Five Strategies used
today in food & health marketing around the world:
 Leveraging hidden
nutritional assets
New category
creation
New segment creation
Category substitution
The functional
foods make-over
Knowing which of these most relevant to your business –
and how you can follow it – is a powerful tool for success.
Each is described, with detailed examples, and its strengths and
weaknesses laid out in an easy-to-follow format.
The
Four Success Factors
PART
2
Part 2 deals with brand development, and how to connect to consumers’
needs and perceptions.
CHAPTER
6
Chapter 6 introduces The Four Factors of Success,a
practical check-list for developing and positioning brands with
health benefits:
1. Need the product
2. Accept the ingredient
3. Understand the benefit
4. Trust the brand
The first success factor focuses on the lifestyle
needs of the consumer and how the food or beverage meets their
needs – aside from its health benefits. Does it stack up
against the competition?
The second success factor addresses how much
consumers accept or understand your ingredient.
The third success factor deals with whether
consumers understand – or feel they need – the health
benefit you are offering.
The fourth success factor deals with the brand
– the key to why some functional products work – and
some do not.
©The
Centre for Food & Health Studies |
