This event was organised with Informa as a special pre-conference event to add extra value for the attendees of World Juice 2012 – ‘The world’s #1 Forum for capitalising on the latest product trends, analysing raw material outlooks and doing business.’
With nearly 50 delegates booked this was [..]
On Monday 16 July I delivered a FourFactors Marketing Masterclass in Jakarta, Indonesia.
The FourFactors were developed and refined by Peter Wennström and we use them at the Healthy Marketing Team to help our clients to test concepts and to create concepts within the Food, Beverage, Ingredients and Personal Care categories.
This particular Masterclass was delivered to a private audience of Senior Marketers from one company. It’s a fantastic way of ensuring that everyone from the business shares the same view of the marketplace, the consumer and the specific category they are looking to operate within. [..]
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.
Wennström’s FourFactors® are a globally applicable system to increase your chances of Food & Beverage Branding Success – available only from The
Healthy Marketing Team.
In October 2009 The Healthy Marketing Team’s Masterclass Tour reached India – first Mumbai and then New Delhi – at the Inaugural Health Marketing Conclave sponsored by Times Grey Cell and The Economic Times. Joined by my colleagues, fellow industry thought leaders Peter Wennström and Neal Cavalier-Smith [..]