Wennström’s Four Factors of Success A simple tool to innovate healthy brands By Peter Wennström Published by Wennström’s Four Factors of Success A simple tool to innovate healthy brands By Peter Wennström Published by New Nutrition Business The Centre for Food & Health Studies Crown House 72 Hammersmith Road London W14 8TH, UK Telephone +44 (0) 207 617 7032 Facsimile: +44 (0) 207 900 1937 www.new-nutrition.com Distributed into the book trade by Woodhead Publishing Limited Abington Hall Granta Park Great Abington Cambridge CB21 6AH , UK www.woodhead-publishing.com This edition printed April 2009 © The Centre for Food & Health Studies Limited 2009 “Wennström´s FourFactors” and “The FourFactors” are registered trademarks of Wennström Integrated Concept Development AB. For more information see: www.thefourfactors.com. Trademark notice: Product or corporate names may be trademarks or registered trademarks and are used only for identification and explanation, without intent to infringe. 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New Nutrition Business ISBN: 978-1-906297-21-3 Woodhead Publishing Limited ISBN 10: 1-84569-718-9 ISBN 13: 978-1-84569-718-1 II Contents About the author ............................................................................................................................................V Introduction ....................................................................................................................................................VII Who is this book for? ......................................................................................................................VII How to get the most out of this book? .............................................................................VIII How this book is organized ..........................................................................................................X Executive Summary ..................................................................................................................................XIII Part 1: The Four Factors .............................................................................................................................1 Why Four Factors? .............................................................................................................................................3 What is so scary about this? .........................................................................................................3 Motivation and permission ..........................................................................................................6 The Four Factors work best in harmony ..............................................................................7 Factor 1 – Need the product ......................................................................................................................9 Who? Gender diff erences and life stages ............................................................................9 The mother is the health manager ......................................................................10 Understand the role of the gatekeeper ............................................................ 11 When and why? Consumption occasion ..........................................................................11 Understand the demand of the situation ........................................................12 Why? Changes in consumer behaviour create opportunity ................12 The example of breakfast ...........................................................................................13 Create a Needmap .......................................................................................................................... 13 Diff erent categories compete for the same situation ..............................14 Getting the whole product right ...........................................................................................15 Factor 1 in Practice: Women’s Essentials ............................................................................17 Summary – Factor 1: Need the product ............................................................................18 Factor 2: Accept the ingredient ............................................................................................................. 19 Is the ingredient accepted by medical and scientifi c community? .................19 What awareness does the ingredient have among early adopters? ...............20 Is there potential awareness in the mass market? .....................................................20 Which trends can you benefi t from? ...................................................................................24 Factor 2 in Practice: Body Bio Calcium ................................................................................26 Summary – Factor 2: Accept the ingredient ...................................................................27 Factor 3 – Understand the health benefi t .......................................................................................29 The importance of feeling the benefi t ...............................................................................29 Target the group with the best understanding of the benefi t ........................... 31 Educate about the problem to be able to sell the solution ................................ 31 Become the expert brand for your chosen health benefi t ....................................31 III Health claims ...................................................................................................................................... 34 Understand the diff erence between a hard or soft claim led strategy ..........37 Creating trust in the message .................................................................................................. 37 Emotional benefi ts are what really motivate the consumer ................................38 Factor 3 in Practice: Aim ProBone ..........................................................................................39 Summary – Factor 3: Understand the health benefi t................................................ 40 Factor 4 – Trust the Brand.......................................................................................................................... 43 The power of brands ..................................................................................................................... 44 Trust a new brand? ......................................................................................................................... 46 Factor 4 in Practice: Boots Calcium with Vitamins ..................................................... 48 Summary – Factor 4: Trust the Brand .................................................................................49 The complete Four Factors concept .................................................................................................. 51 FourFactors – two strategies: ................................................................................................................. 53 Example 1: Danone Actimel Probiotic Drink ...................................................................54 Example 2: Innocent Smoothies ............................................................................................ 61 Part 2: Case Studies – the Four Factors applied .................................................................69 Introduction .................................................................................................................................................... 71 Technology/medically-led brands: Case study 1: Benecol cholesterol-lowering dairy drink .........................73 Case study 2: Yakult daily dose probiotic dairy drink ................................77 Case study 3: Anlene bone health dairy products ..................................... 83 Lifestyle-led brands: Case study 4: Red Bull energy drink .....................................................................89 Case study 5: Silk soymilk ........................................................................................... 93 Mass-market brands: Case study 6: Emmi energy milk ...........................................................................