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 fromSimonG@HealthyMarketingTeam.com

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:admin@healthymarketingnews.net