The Food and Health Marketing Handbook

This is ‘the answer’ to the question of how to choose a nutritional strategy and develop a successful brand – a concise guide on how to market foods with health benefits now exists

Twenty key case studies

CHAPTER 7
This chapter presents a model which brings together all the elements necessary for successful strategy development and brand positioning:

The Hi-Tech, Hi-Touch, Science Push or Consumer Pull model
The Functional Foods Marketing Model
The Five Strategies
The Four Factors of Success

The model enables you to analyse the strengths and weaknesses of your own and your competitors’ strategies and brands. It also helps you decide where and how your new product or brand will be positioned.

Twenty key case studies are presented on this model to illustrate the full range of strategies and brand positionings which can be adopted.

Not only that... Free! New case study on-line every month.

Buyers of this Handbook will not only receive the hard copy – they will also be sent a password granting them exclusive access to a private area of the Handbook’s website (www.thehandbook.info) where, each month*, a new case study will be posted to add a new insight every month!
*operational from January 31st 2003 to December 31st 2003

CHAPTER 8
In this chapter we signpost the way to a future of individualised nutritional solutions and make our forecast for a future of I-Nutrition.