Mix1 Health Drinks
A great example of a health drink and of effective health communication. If we use Peter Wennstrom’s FourFactors Model to analyse this we see:
1) It’s NEEDED by a specific group of Consumers: Busy / Active people who believe they don’t have time for a full meal but who value excellent nutrition.
2) Each drink in the range is packed withcarefully selectedINGREDIENTS. The specific combination of ingredients is determiend to give the benefit desired by the target consumer.
3) The ingredients deliver a compelling BENEFIT which is easily understood and highly appealing to the time-starved, health-conscious consumer.
4) The BRAND may be the weakest element here, but it’s still pretty trustworthy. They only do this range of drinks and they are experts in blending high quality ingredients for your life on the go.
You can find out more about the Mix1 Brand at www.mix1life.com and there are several videos by their founder explaining the drinks and there benefits on You Tube.
These bottles survived the Taste Test too.
I have to say I’m impressed. I wish they were available in the UK!
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Here’s Mix1’s Dr James explaining Antioxidants on YouTube:
In my role a Professional Speaker and food marketing specialist I was asked to speak at the 2nd International Symposium Soy & Strategic Marketing in Barcelona on November 5-6, 2009.
It was a pleasure to be asked to return to the stage to speak for this symposium having spoken at the inaugural event in Ghent, Belgium the year before.
My topic for this event was Opportunities For Soy Products. In explaining this I revealed the importance of a vital two step brand analysis. The first task is to locate the opportunities within the market place and I shared a model for doing exactly this. Not only how to find gaps in the market but also how to find which trends are likely to help you yield best revenue in the future.
Secondly, having located your opportunity you need to know how your brand should act within its market place. Too often, as I brand consultant, I see brands ‘acting incorrectly’. This is a sure route to failure and irrelevance. Sometimes it can stem from what I call “Owner’s Love” which is where the brand owner is so besotted by their brand they think it has no limits.
Consumers however will quickly tell you otherwise…
Consumers know in a heartbeat if your new product introduction is right for your brand and right for them. That’s not to say that focus group style research is always the way forward. Often, as Steve Jobs so famously said, “Consumers have no idea what they want next. They don’t know until you show it to them.” But you have to get that right.
To show the audience at the Symposium how that can be achieved, I revealed Wennström’s FourFactors for innovating healthy brands. This is a consulting model that we use at the Healthy Marketing Team. It’s simple yet incredibly powerful. It enables us as Innovators and New Product Developers to decode the consumer’s decision at the supermarket shelf. With this insight, we can reverse engineer the four critical aspects of the product to make it sell. It’s an approach that can test your current products or help you fine-tune your next launch.
Final Call for Sponsors for the 2010 HealthFocus(R) Global Shopper Trends Survey.
In Jan/Feb the HealthFocus(R) Survey will be conducted across 18 Countries including ‘incredible India’. Here’s my quick video blog from the breath-taking Taj Mahal in Agra.
The survey is the longest running of its kind anywhere and unique in its ability to present trended data across the key topics of most interst to Food & Beverage brand and ingredients manufacturers.
The survey will continue to update you on the latest health and nutrition points of concern, issue, and problem as well as taking a deeper looking into some of today’s most burning issues – sustainability, packaging, waste, organic and much more.
You’ll also find out how the HealthFocus(R) Segments (Managers, Healers, Investors, etc. ) are shopping differently after the Global Crisis, as well as getting an update on the changes to the Gatekeeper Segmentation which tells us Marketers how to communicate with parents buying for their children.
Don’t miss your chance to ask proprietary custom questions to the primary grocery shoppers in your target markets. Find out what they are thinking, what they want and what they are avoiding in 2010.
Sign up before the 17 December Deadline (9 December for China).
For more information and to arrange a personal telephone conference with Sam Waterfall of the HMT and HealthFocus(R) General Manager, Steve Walton to discuss your brand research objectives contact Sam at email@example.com or +44 (0) 20 7814 1937.