Introduction to the FourFactors® Wennström's Four Factors of Success

Presentation for DSM at Vitafoods Europe Geneva, Switzerland 12 May 2011

©2011 Healthy Marketing Team

Is this right?

This can’t be right?

This is not right.

Getting it right!

What is scary about this…

The six second, six centimeter rule…

The decision whether to pick your product or move the hand 6cm to a competitor may be the result of just a six-second evaluation!

Every shopper stands in front of the shelf making a complex mental calculation with everything she knows about the product…

…the secret is to know what makes up her calculation.

Motivation vs Permission

Consumers are motivated by needs and benefits

Ingredients can provide a reason to believe

And increasingly… a reason to reject

Your consumer has many reasons to reject

The value chain starts IN THE MIND OF THE CONSUMER at point of purchase

Who needs the product?

Accept the ingredient?

Understand the benefit?

Trust the brand?

The purpose of the FourFactors® is to sharpen your brand innovation

A Book

With self study and case studies

A Training

From Knowledge to Know-How to Practise

•  Inhouse training

•  On your demand

The FourFactors ® tools will help you ask the right questions.

Brand Analysis

Understanding failures and successes

Brand Development

Product, concept and communication

Remember the Popeye Example…

Remember the Popeye Exercise?

Need the Product Understand the Benefit

Who: Mothers When: Dinner time – cooked as a side to your meal. Why: To keep growing children strong and healthy

Physical: Feel stronger (Popeye!) Intellectual: Delivering iron into your family diet Emotional: Give your children the vitamins they need to grow.

Accept the Ingredient Trust the Brand

Awareness: Iron associated with strength. Interest: Mothers interested in ‘green’ vegetables, iron and nutrition for family. Spinach often viewed as a ‘super’ vegetable. Children are not interested in iron or eating spinach! Trendspotting: Cooking at home. Family nutrition

Brand Identity & History: Popeye is strong and reliable. Transformed into a super hero by spinach. Brand Promise: Strength and iron Brand Image: Strong and healthy

A Case Study from Sanatarium

Factor 1. Need the product

Who? When? Why?

The first factor focuses on the lifestyle needs of the consumer and perception and relevance of the product as food in his/her life.

Up& Go, Liquid breakfast, handheld, to be consumed on the go.

Target Consumer

Factor 2. Accept the ingredient

Awareness?

Interest?

Trend?

The second factor is based on consumer knowledge and awareness of the chosen ingredient.

High fibre

Milk for protein

98.5% fat free

Target Consumer

Ingredients & Benefit platform

How do they understand the benefit? Is it relevant to their lifestyle?

It’s breakfast!

The health benefits of the ingredients are easy to understand.

The total benefit of the product is a healthy breakfast in a hurry.

Physical

Intellectual

Emotional

Factor 3. Understand the benefit

3 levels of benefit

Target Consumer

Ingredients & Benefit platform

Factor 4. Trust the brand

The fourth factor is the key factor

Is the brand a credible provider of the benefit?

Identity & History Promise image

Up&Go, a brand from Sanitarium, the Australian market leader in healthy breakfast products.

Brand Position

Target Consumer

Brand Position

Ingredients & Benefit platform

A few well known examples of getting it right for each Factor.

Factor 1: Who needs the product?

1.  Insert picture of popeye

DSM got to know their consumer. A targeted analysis of Health Focus data showed joint-sufferers to be a demographically diverse group. Their research also revealed that joint pain sufferers wanted to be able to enjoy life and move with their grandchildren and families. Once they understood their target consumer and drivers they were able to target their communications accordingly.

Factor 2: Accept the Ingredient

Haagen-Dazs capitalised on consumer trends like ‘less is more’, ‘free-from’ and ‘back to basics’ to launch a product that was very easy for the consumer to understand and accept. The simplified the ingredient list… to only five.

Factor 3: Understand the Benefit

Activia targeted constipation and digestive irregularity. They have a product where you are able to FEEL the benefit and were able to communicate that through demonstration. They did this through imagery in the form of a slimed waist and yellow arrow. They also conducted a “two week challenge” to test the ‘felt’ benefit.

Factor 4: Trust the Brand

All Four Factors need to be aligned to increase your chances of success. The consumer trusts the Coca-Cola brand to deliver them pleasure…

But does the consumer trust the brand to deliver them health…?

No! The Coca-Cola Light Plus product was withdrawn from the market after a year.

We need to…

Understand the consumer… NEED - who are they? -  what are their drivers and motivations? -  when and why do they need our products?

Know what they know… INGREDIENT - which ingredients are they aware of /interested at? -  what are the trends that matter to them?

Understand what they are looking for… BENEFIT -  what are the benefits they seek in various levels/dimensions

Know what does it take for them to listen to us… BRAND - do they trust our brand to deliver the benefits via the ingredients? -  what is the story we can tell them?

Thank you

Peter Wennstrom President and Expert consultant

©2011 Healthy Marketing Team For more information, please contact Isabel@healthymarketingteam.com