The Food and Health Marketing Handbook Tells You How to Get the Best Out of the Science and the Health Benefits of Your Ingredients or Products

Research and Markets (http://www.researchandmarkets.com/reports/c74420) has announced the addition of The Food and Health Marketing Handbook to their offering.

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? This Handbook tells you how to get the best out of the science and the health benefits of your ingredients or products. It uses a wealth of detailed case studies, market data and consumer research to help you create success.

The Handbook presents several proven practical tools:

– The Hi-Tech, Hi-Touch, Science Push or Consumer Pull model

– The Functional Foods Marketing Model

– The Five Strategies

– The Four Factors of Success

Used together they enable you to:

– Develop your strategy

– Identify your target consumer groups

– Develop the best-possible positioning for your brand

– Develop an integrated communications strategy

Printed in full colour, The Food & Health Marketing Handbook includes:

– Twenty-two detailed case studies with an additional 8 case studies produced after the handbook

– Fifty charts, figures and tables in full colour

– Over 60 full colour illustrations of products and advertisements

– A summary of the key points at the end of each chapter

Foreword

A word from Tetra Pak

Part 1 Strategy Development

Chapter 1 Introduction: How to use this Handbook

A strategy is 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

Vegetarian foods

Natural foods

Organic foods

Low-carbohydrate diets

Ambivalence reigns

The unstoppable obesity epidemic?

Fat and fit is OK

Just one trend among many

Snacking and on-the-go consumption

Treats

Efficient nutrition

Performance snacks

Convenience

Cash-rich, time-poor

Women working

Increase in single-person households

Getting the consumer’s attention

Conclusion

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?

Definitions

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

Functional foods phase 1

Functional foods phase 2

Conclusions

Chapter 4 Targeting the different stakeholders of health

Introducing the Functional Foods Marketing Model

Technology stakeholders

Lifestyle stakeholders

Brands with lifestyle appeal

Summary

Mass market consumers

Functional foods marketing strategy: develop the market, stakeholder by stakeholder

Sounds simple?

Crossing the chasm to the mass market

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

Summary

Strategy 2: New category creation

Definition

Case studies on this strategy

Description

Strengths and advantages

Disadvantages

Summary

Strategy 3: New segment creation

Definition

Case studies on this strategy

Description

Strengths and advantages

Disadvantages

Summary

Strategy 4: Category substitution

Definition

Case studies on this strategy

Description

Strengths and advantages

Disadvantages

Summary

Strategy 5: The functional foods make-over

Definition

Case studies on this strategy

Description

So where after these five strategies?

Part II Brand Development

Chapter 6 The Four Factors of success

1. Need the product

2. Accept the ingredient

3. Understand the benefit

4. Trust the brand

Case study: The Four Factors in action: Up & Go

How to use the four factors

The first factor: need the product as food

Consumer choice is dictated by the consumption situation

Map the needs and find the new segments

Make your product the best solution to a need

Look out for the re-fuelling situations

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

Summary: the First Factor — need the product as food

The second factor: accept the ingredient

Find out what the consumer knows

What is this ingredient doing in this product

Summary: accept the ingredient

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 message

Summary: understand the health benefit

The fourth factor: trust the brand

The power of brands

Trust the established brand

Trust in a new brand?

Brand focus

Brand differentiation on expertise

Summary: trust the brand

Summary of this chapter

Chapter 7 Twenty key case studies

Summary

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 A short afterword: Towards individualised nutritional solutions

From ‘we’ to ‘me’ — the future is I-Nutrition

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

Tables

Figures

For more information visit http://www.researchandmarkets.com/reports/c74420.