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Food & Nutrition

Commercialising Innovation: The Food & Health Marketing Handbook


Publication Date   January 2003
Publisher   New Nutrition Business
Product Type   Book
Pages   168
ISBN Number   not applicable
Product Code   NNB003
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Price £145.00

approximately: $250 | €184

Summary


In a competitive world how do you take your technology to market so that it's your product that wins at the point of purchase? Using 20 detailed case studies, a wealth of market intelligence, graphs and tables, The Food & Health Marketing Handbook will guide you to fully exploit the science and health benefits of your ingredients or products. The Food and Health Marketing Handbook (available in PDF only) will help you:

Learn the practical tools used today by successful companies:

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

Discover how you can combine the practical tools to:

  • Develop your strategy
  • Identify your target consumer groups
  • Position your brand in the market
  • Build an integrated communications strategy

The Food & Health Marketing Handbook is published in full-colour and includes:

  • 20 detailed case studies
  • 50 charts, figures and tables in full colour
  • Over 60 full colour illustrations of products and advertisements
  • Key point summaries at the end of each chapter

Content


Part I Strategy Development

  • Chapter 1 Introduction: How To Use This Handbook
    • A strategy not a category
    • The challenge of innovation
    • New nutrition science
    • Strategy
    • Product concept development and brand positioning
    • CHAPTER 2 The many ways of seeing health
    • The "wellness generation"
    • Health products stumble
    • The information overload
    • Choosing a personal path to health
    • Low-carbohydrate diets
    • The unstoppable obesity epidemic?
    • Just one trend among many
    • Snacking and on-the-go consumption
    • Convenience
    • Cash-rich, time-poor
    • Women working
    • Increase in single-person households
    • CHAPTER 3 From Hi-Tech to Hi-Touch: Science Push or Consumer Pull?
    • Introduction
    • The value chain starts in the mind of the consumer
    • The Ambition: Adding Hi-Tech to food for higher added value
    • Hi-Tech and Hi-Touch - applying lessons from other Hi-Tech to consumer markets
    • Hi-Tech = innovations in technology
    • Hi-Touch = innovations in marketing
    • Producer Value or Consumer Value?
    • Applying lessons from the Hi-Tech phone market
    • Phase 1: Hi-Tech with Lo-Touch
    • Phase 2: Hi-Tech with Hi-Touch
    • Summary of the lessons from mobile phones
    • Cholesterol-lowering spreads - applying the lessons from the Hi-Tech food market
    • Phase 1: Hi-Tech with Lo-Touch
    • Phase 2: Hi-Tech with Hi-Touch
    • What can we learn from these Hi-Tech examples?
    • Corporate culture can define whether your company chooses Hi-Tech or Hi-Touch
    • Production-centered businesses
    • Consumer-centered businesses
    • Is your marketing about science push or consumer pull?
    • Science Push - the Benecol example
    • The role model of Science Push
    • Consumer Pull - the Yakult example
    • Life marketing
    • Death marketing
    • The development of functional foods strategies
    • Conclusions
    • Contents
  • Chapter 4 Targeting The Different Stakeholders Of Health
    • Introducing the Functional Foods Marketing Model
    • Technology stakeholders
    • Lifestyle stakeholders
    • Brands with lifestyle appeal
    • Mass market consumers
    • Functional foods marketing strategy: develop the market, stakeholder by stakeholder
    • Using the Functional Foods Marketing Model
    • Why target a niche in the mass market?
    • Case study: ProViva - making a mainstream brand
  • Chapter 5 Five Strategies To Enter The Market
    • Strategy 1: Leveraging nutritional assets
    • Definition
    • Case study: Leveraging a hidden nutritional asset to build a new ingredient business - Kemin Foods
    • Case studies on this strategy
    • Description
    • Strengths and advantages
    • Disadvantages
    • Strategy 2: New category creation
    • Definition
    • Case studies on this strategy
    • Strengths and advantages
    • Disadvantages
    • Strategy 3: New segment creation
    • Definition
    • Case studies on this strategy
    • Strengths and advantages
    • Disadvantages
    • Strategy 4: Category substitution
    • Definition
    • Case studies on this strategy
    • Strengths and advantages
    • Disadvantages
    • Strategy 5: The functional foods make-over
    • Definition
    • Case studies on this strategy
    • So where after these five strategies?

Part II Brand Development

  • Chapter 6 The Four Factors Of Success
    • Case study: The Four Factors in action: Up & Go
    • How to use the four factors
    • The first factor: need the product as food
    • Make your product the best solution to a need
    • Finding changes in consumer behaviour is one of the keys
    • Who, when and why - the key questions to find the best possible consumer
    • Old guys don't drink smoothies
    • Gatekeeper marketing
    • The second factor: accept the ingredient
    • Find out what the consumer knows
    • What is this ingredient doing in this product
    • The third factor: understand the health benefit
    • Consumers and health claims
    • Trust in the message
    • Feel the effect makes it easier to understand the message
    • The fourth factor: trust the brand
    • Trust the established brand
    • Trust in a new brand?
    • Brand differentiation on expertise
  • Chapter 7 Twenty Key Case Studies
    • 1. Benecol - cholesterol-lowering spreads; the U K. and Finnish experiences compared
    • 2. Yakult - a Japanese company launches Europe's 'battle of the little bottles
    • 3. Danone Actimel
    • 4. General Mills - whole grain heart health success
    • 5. Tropicana - leveraging the healthiness of orange juice and substituting for milk
    • 6. Lycopene and five-a-day the Heinz way
    • 7. White Wave's Silk - creating a new category in soy milk
    • 8. Gatorade
    • 9. Red Bull - taking the mainstream market by the horns
    • 10. Emmi Energy Milk, a Swiss success story
    • 11. Novartis' Aviva - a failed leap into the mainstream
    • 12. Danone Activ U K. - adding bone health to expand the water market
    • 13. Marks & Spencer &More - own label comes to functional foods
    • 14. Sainsbury's shows the Way to Five
    • 15. Innocent Drinks
    • 16. Sanitarium's Up & Go - inventing liquid breakfast
    • 17. New Zealand Dairy Food's De Winkel - giving an old brand new life
    • 18. Perrier Vittel's Contrex - leveraging hidden brand values and new ingredients to revitalise an old brand
    • 19. Suntorys' Dakara Life Partner - near water, a new category in functional drinks
    • 20. Adams Bodysmarts - Pfizer's functional confectionery flop

Part III The Future Is I-Nutrition

  • Chapter 8 Towards individualised nutritional solutions
  • Boxes
    • What do people do to improve their health (in the U S. and U K.)
    • Are healthy-eating messages contradictory?
    • America's childhood obesity crisis
    • Motivations for better eating
    • IFIC's consumer study of what makes for effective health messages, June 2000
    • What foods are intrinsically healthy?
    • Pricing and distribution