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Wennström's Four Factors of Success
Published on July 2009
Report Summary
Wennström’s Four Factors of Success is a unique check-list for new product development and brand analysis that takes the
guesswork out of food and health marketing.
First used in practice in 1997, this is the first time that this practical, concise and easy-to-follow step-by-step guide has been made
available in print.
Intended for anyone involved in marketing, new product development, R&D or science commercialization, you can use the Four
Factors to assess: What to do to create a health-enhancing brand that resonates with consumers What are the gaps in your current
brand and product development strategy How to fill those gaps in a practical way What is the best communication strategy How
competitor brands are likely to performThe analysis is supported by 10 detailed case studies which show the Four Factors in action.
The case studies cover: Water, juices and smoothies Dairy drinks and yoghurts Soy and cereal drinks Energy drinks Dietary
supplementsAnd include the following benefit areas: Heart health, cholesterol-lowering, blood pressure Joint health and movement
Bone health Digestive health Immune health 5-a-day of fruit and vegetables EnergyThe Appendix includes working papers so you can
carry out your own Four Factors analysis on your own business.
10 reasons to buy FourFactors
1. A well-proven analysis tool
2. Simple and effective
3. A practical ‘back of an envelope’ checklist that take the guesswork out of food and health marketing
4. Helps you to see clearly how to develop a differentiated product proposition
5. Helps you reduce the risk of failure when developing a new concept or bringing new benefits to an existing brand
6. For over 10 years, tried and tested successfully by seasoned professionals in companies large and small in Europe, Asia, Africa
and the US
7. Successfully applied and refined in hundreds of projects involving medical foods, functional foods, organic foods, natural foods,
dietary supplements and OTC medicines
8. Illustrated with short, practical case studies, using supermarket sales data9. A very affordable price
10. Sent to you in PDF
Table of Content
Table of Contents
Introduction
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Who is this book for'
How to get the most out of this book
How this book is organized
Executive Summary
Part 1: The Four Factors
Why Four Factors'
What is so scary about this'
Motivation and permission
The Four Factors work best in harmony
Factor 1 - Need the product
Who' Gender differences and life stages
The mother is the health manager
Understand the role of the gatekeeper
When and why' Consumption occasion
Understand the demand of the situation
Why' Changes in consumer behaviour create opportunity
The example of breakfast
Create a Needmap
Different categories compete for the same situation
Getting the whole product right
Factor 1 in Practice: Women's Essentials
Summary - Factor 1: Need the product
Factor 2: Accept the ingredient
Is the ingredient accepted by medical and scientific community'
What awareness does the ingredient have among early adopters'
Is there potential awareness in the mass market'
Which trends can you benefit from'
Factor 2 in Practice: Body Bio Calcium
Summary - Factor 2: Accept the ingredient
Factor 3 - Understand the health benefit
The importance of feeling the benefit
Target the group with the best understanding of the benefit
Educate about the problem to be able to sell the solution
Become the expert brand for your chosen health benefit
Health claims
Understand the difference between a hard or soft claim led strategy
Creating trust in the message
Emotional benefits are what really motivate the consumer
Contents
Factor 3 in Practice: Aim ProBone
Summary - Factor 3: Understand the health benefit
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Factor 4 - Trust the Brand
The power of brands
Trust a new brand'
Factor 4 in Practice: Boots Calcium with Vitamins
Summary - Factor 4: Trust the Brand
The complete Four Factors concept
FourFactors - two strategies:
Example 1: Danone Actimel Probiotic Drink
Example 2: Innocent Smoothies
Part 2: Case Studies - the Four Factors applied
Introduction
Technology/medically-led brands:
Case study 1: Benecol cholesterol-lowering dairy drink
Case study 2: Yakult daily dose probiotic dairy drink
Case study 3: Anlene bone health dairy products
Lifestyle-led brands:
Case study 4: Red Bull energy drink
Case study 5: Silk soymilk
Mass-market brands:
Case study 6: Emmi energy milk
Case study 7: Up& Go breakfast drink
Learn from the failures:
Case study 8: Novartis Aviva
Case study 9: Emmi Co-enzyme Q10 dairy sports drink
Case study 10: Delamere Dairy Dancing Daisy probiotic milk
Appendix
Four Factors Brand Position Analysis working papers
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