effective health food marketing
DESCRIPTION
An approach to branding in Health Food categoryTRANSCRIPT
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EFFECTIVE STRATEGIES FOR MARKETING
HEALTH FOODS IN INDIA..
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GROWING DEMAND FOR HEALTHY LIVING…
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India‟s Top 5 Health Concerns…
Top 5 health problems Incidence
2008
Concerned about
2008
Stress 32% 37%
Frequent colds/ flu 30% 41%
Eye health problems 28% 31%
Tiredness/ lack of energy 24% 33%
Gastro/ digestive problems 20% 37%
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Source: Health Focus India 2008 Report
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Increasing focus on staying healthy TODAY...
(motivations for healthy eating)
- Extra day-to-day energy and stamina 24%
- Treat or control an existing health problem 19%
- Enhance my daily health 17%
- Meet needs of my family 17%
- Ensure my future good health 16%
Source: Health Focus India 2008 Report
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“Healthy eating leads to good health!”
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Source: Technopak Food report 2009
URL: http://www.indiamindscape.com/downloads/food_vol1_2009.pdf
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A BIG future potential for Health Foods..
Education:
Awareness
Affluence:
Purchase Power
Demand for Health
Foods
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TAPPING THIS DEMAND…
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An explosion of brands tapping this opportunity…
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Two approaches to offering Functional Foods..
Removal of the
“Baddies”
Addition of the
“Goodies”
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There is still a big need gap to tap..
89% of shoppers select foods for healthful reasons
… but only 35% are „very satisfied‟ with their eating habits
Source: Health Focus India 2008 Report
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Formidable communication task for marketers...
• 51% of consumers report they don‟t believe the claims and symbols shown on
packaging.
• 44% of consumers say they don‟t understand most of the symbols and claims on food
packaging.
• Just 10% think the symbols and claims on pack provide valuable information.
Source: Health Focus India 2008 Report
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WINNING THE MARKETING GAME:
ATTITUDINAL SEGMENTATION
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Healers Disciples Investors Managers Strugglers Unmotivateds
Let’s get to know the SIX HealthFocus® segments
health involved unmotivated by health
19% 25% 6% 45% 4% *
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Healers 19%
• Eat healthier because they have to.
• Tend to be older.
• Will compromise taste and
convenience for health benefits.
Facing a problem or risk. Problem : Solution
Food as medicine
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Disciples 25%
• Believe diet is important
• Compulsive about their choices
• Motivated by ethical / religion
• High awareness of leading edge
nutrition issues
Organic, Natural Natural & Wellness
Global Responsibility
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Investors 6%
• Make healthy choices to ensure
future good health
• Value quality over price
• Influenced by environmental and
social concerns
• Won’t give up taste/convenience
Future Health Prevention & Wellness
Healthy but Tasty
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Managers 45%
• Believe diet is important
• Proactive: Know healthy eating
makes them feel better now
• Focus on feeling/looking good
• Won’t give up taste and convenience
for health benefits
Give me health TODAY! Performance & Wellness
Functional Food
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Strugglers 4%
• Yo-yo between healthy and
unhealthy eating - dieting
• Believe staying healthy is a matter
of luck
• Respond to “quick fixes”
Credit / Debit Pleasure & Nurturing
Miracles and quick fixes
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Unmotivated
Don’t choose food for health Pleasure not health
Taste, price, then convenience
• Don’t believe diet impacts health
• Tend to be younger and male
• Taste driven
• Make weight loss choices, but for
vanity, not health
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HOW TO SELL A POTATO?How to position potato for each of the six segments?
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Healers : Eat healthy because they have to
Benefit bundle:
• Prevention
• Natural
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Disciples : Believe in health from nature
Benefit bundle:
• Natural
• Wellness
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Investors : Long term view on health & wellness
Benefit bundle:
• Prevention
• Wellness
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Managers : Gimme health NOW!
Benefit bundle:
• Performance
• Wellness
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Strugglers : Yo-yo
Benefit bundle:
• Pleasure
• Nurturing
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Unmotivateds: Price, then taste, then convenience
Benefit bundle:
• Pleasure
• Performance
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UNDERSTANDING HEALTH MINDSCAPES
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Where are we playing on the Product Lifecycle Curve?
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Health Food Marketing is a “Technology” business…
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Successful Marketing recognises that we are in a technology business and
that the we need to educate to create acceptance and motivation to buy.
But - there are different rules for acceptance of new technology at different
stages in the product life-cycle.
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PLC – The playing fields have different “rules of the game”
Technology
• Motivated by technology.
• Puts Functional before Food.
• Evaluate functional foods in a medical context.
• Brand will carve a strong niche in the market
Lifestyle
• Motivated by being first with new benefits.
• Motivated by Functional foods.
• See functional foods in the context of identity and lifestyle.
• Brand represents products and ideas on the threshold to the mass market
Mass Market
• Motivated only when new benefit becomes a standard
• Only motivated by Food
• See functional foods in a food context
• Brands bring wellness benefit to the mass market consumer
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Time
Sal
es
The MFD playground
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Time
Sal
es
The Juice Category Playing Field
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Summing Up…
• The future is “Healthy”!
• Need: Astute strategy to exploit this future opportunity.
• Positioning based on segmentation could increase effectiveness
• Identifying the right playing field would lead to sharper and more effective marketing
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