rules of stevia marketing: getting the right communication for the right consumer
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Neal Cavalier-Smith Director of Consulting
Stevia 2011 Advance in Strategy and Innovation June 2011
Rules of Stevia Marketing
Getting the Right Communication for the the Right Consumer
All content including Wennstrom’s Four Factors® and the FourFactors® Brand Analysis system (The three- stakeholder curve) ©2010 Healthy Marketing Team Reproduction ONLY by written consent from [email protected]
Who am I?
Neal Cavalier-Smith
Global specialists in Strategic Direction for health.
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
Director of Consulting Healthy Marketing Team
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
1. Who is your consumer?
2. Successes and Failures with Stevia
3. Rules of Stevia Marketing
Three short sections
First, let me ask you a question...
Can you remember when milk was just milk?
From Tech-push to Consumer-pull
1980 1990 2000
Full-fat milk
Semi-skimmed milk Skimmed milk Second brand
Calcium-fortified Lactose–free Omega 3 Milk
Target-groups: Toddler’s milk Milk for women Yoghurt for middle-aged men
Tech push Consumer pull
Source: TetraPak
Adding even more value?
£0.45
or £0.07 per 100ml
£2.11
or £0.35 per 100ml
There’s a group of people willing to
pay 7x more to feed their cat
Key rule: All consumers are NOT alike…
? ? ? ? ? ?
People pay for value as they perceive it.
If you need to find your way, in this complex landscape, you need a map
Introduction to the Healthy Marketing Map
Understanding the rules
The HMT Map: 4 Stakeholders in HEALTH
Here’s the map we use with our clients. I’m going to:
• Describe each territory we’ve got in the map
• Explain how can you segment that territory to more precisely target your consumer
We borrow a model from the technology market because new health technologies develop the same way.
EARLY MASS MARKET STAKEHOLDERS
Mobile phone market example
Driven by NEED Volume low, price HIGH
Communication RATIONAL Commoditised – Driven by NORMAL
Highly price-competitive: low margin Communication on EXTRAS/PRICE
Driven by EMOTION Excellent price-PREMIUM
Communication LIFESTYLE
Which stakeholder?
Technology Lifestyle Early mass Mass
Which stakeholder?
Technology Lifestyle Early mass Mass
Which stakeholder?
Technology Lifestyle Early mass Mass
Which stakeholder?
Technology Lifestyle Early mass Mass
Which Stage is your Proposition at?
Is it accepted by the Medical Community?
DOES IT FIT MY CONDITION
Is it new / different ??
DOES IT FIT MY VALUES?
Does it make me look good &
FIT WITH MY ROUTINE?
Is it normal / for everybody?
DOES IT FIT MY FAMILY TRADITION
Why did this fail?
Where does Coca-Cola live?
EARLY MASS MARKET STAKEHOLDERS
Successes and Failures with Stevia
Technology Stakeholder
Does it fit my condition?
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
Focused on Need state – High- Cholesterol, Diabetes
“Is it approved by the medical community?”
?
Approved by the Medical Community
Lifestyle Stakeholder
http://www.youtube.com/watch?v=yYPr06MmTxA
How will I look drinking it?
Does it fit me?
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
A Segment driven by emotion. New, innovative packaging, formats, ingredients, values.
Typical lifestyle stakeholder consumer insight:
“I don’t need it, I want it – it’s cool / on trend”.
Is it aligned with my values?
http://www.youtube.com/watch?v=wTGMnj1Tz54
Is it on trend?
http://www.youtube.com/watch?v=u2xmFBLg4W0
Early Mass Market
Does it fit my routine?
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
Aspirational values, convenience, taste and value.
Typical early mass market consumer insight:
“It makes it easy for me to make better choices”.
Help me make better choices…
http://www.youtube.com/watch?v=NjKpb9jFESw
Make it easy to understand…
Mass Market Stakeholder
Does it fit my family?
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system
Normality – not changing habits. Taste, value and convenience are most important.
Typical mass market consumer insight:
"I don't have a problem. And besides, I think health is a matter of luck, anyway"
Juice
http://www.youtube.com/watch?v=7TGJWWv-NgA
Rules of Stevia Marketing
The rules for each stakeholder:
FIT MY CONDITION
PROVEN NEW TECHNOLOGIES
FUNCTION BEFORE FOOD
HEAVY INVESTMENT IN EDUCATION
EXPERT BRAND
HEALTH CLAIMS!
FIT ME
TRENDY: NEW / DIFFERENT
ALIGNED WITH VALUES
VALUES BRAND
INGREDIENT TRENDS
FIT MY FAMILY TRADITION
NO CHANGE IN HABIT
NORMAL EVERYDAY KITCHEN CUPBOARD INGREDIENTS
TASTE & FOOD BEFORE HEALTH & NATURE
MASS-PRICE BRAND
NO CLAIMS! NOTHING NEW, JUST CONNECT TO WHAT THEY KNOW
Driven by NEED &
RATIONAL Life or death
Driven by EMOTION & LIFESTYLE
Want new things
Driven by NORMAL
No need or motivation to change
FIT MY ROUTINE
EASY TO MAKE HEALTHY CHOICE
CONVENIENCE & REASSURANCE
PREMIUM BRAND
WELL KNOWN INGREDIENTS
Driven by CONVENIENCE
Make it easy for me
TECHNOLOGY STAKEHOLDERS
LIFESTYLE STAKEHOLDERS
EARLY MASS STAKEHOLDERS
MASS MARKET STAKEHOLDERS
©2010 Healthy Marketing Team – reproduction prohibited
Sprite Green – is this normal?
Sprite Green – a fit me proposition from a fit everyone brand.
EARLY MASS MARKET STAKEHOLDERS
