functional foods conference - october 2010
DESCRIPTION
Neal Cavalier-Smith - Key elements of presentationTRANSCRIPT
Are health-claims killing your competitive edge?
Successful positioning for “function”.
Neal Cavalier-SmithDirector of Consulting
Functional Drinks 2010Geneva 12.10.2010
Consumer data is ©Health Focus InternationalAllother content including Wennstrom’s Four Factors™ and the FourFactors® Brand Analysis system (The three-stakeholder curve) ©2010 Healthy Marketing TeamReproduction ONLY by written consent [email protected]
And how can Popeye help?
1. Insert picture of popeye
Who am I?
Neal Cavalier-SmithDirector of Consulting
Healthy Marketing Team
Global specialists in brand positioning for health.
Neal Cavalier-Smith
Global specialists in positioning healthy brands:
1. Brand New: How to create and launch the right new idea
2. Brand Direction: How to choose “Where to Play” in the market
3. Brand Rescue: How to deal with a failing brand
Neal Cavalier-Smith has lived and worked as a Brand Strategy Consultant all around the world and visited more than 80 countries.
• Chair: World Food Technology and Ingredients Forum, Rotterdam • Chair: Agra Innovations in Value Added Dairy • Chair & Speaker: Dairy Futures conference, Budapest • Speaker: Functional Drinks Forums, London, Geneva• Judge: International Beverage Innovation Awards
Director of Consulting Healthy Marketing Team
Three ten-minute sections…
What’s happening? Why is it happening? How you can make it happen for your brands
1. What’s happening?
- EFSA forcing producers to re-think- Consumers becoming sceptical and confused
2. Why is it happening?- Are function-claims going over-the-curve?
3. How to make it happen for your brand?- What you still can claim?
- When you don’t need a claim at all!
What is scary about this…
What is scary about this…
6 seconds
6 cmYour shopper makes a complex
mental calculation…
…the secret is to know
what makes up her calculation?
AND IT IS CHANGING!!!
So what is happening?
EFSA is forcing producers to re-evaluate…
Insert Danone example
EFSA is already having a profoundeffect on our marketing… BUT!
……..If you would like to see the rest of this inspiring presentation, please e-mail:[email protected]