Neal Cavalier-Smith - Key elements of presentation

1. Are health-claims killing your
competitive edge?
Successful positioning for “function”.
Neal Cavalier-Smith
Director of Consulting
Functional Drinks 2010
Geneva 12.10.2010
Consumer data is ©Health Focus International
Allother content including Wennstrom’s Four Factors™
and the FourFactors® Brand Analysis system (The three-
stakeholder curve) ©2010 Healthy Marketing Team
Reproduction ONLY by written consent from
SimonG@HealthyMarketingTeam.com

2. And how can Popeye help?
1. Insert picture of popeye

3. Who am I?
Neal Cavalier-Smith
Director of Consulting
Healthy Marketing Team
Global specialists in brand positioning for health.

4. Neal Cavalier-Smith
Global specialists in positioning healthy brands:
1. Brand New: How to create and launch the right new idea
2. Brand Direction: How to choose “Where to Play” in the market
3. Brand Rescue: How to deal with a failing brand
Neal Cavalier-Smith has lived and worked as a Brand Strategy Consultant
all around the world and visited more than 80 countries.
• Chair: World Food Technology and Ingredients Forum, Rotterdam
• Chair: Agra Innovations in Value Added Dairy
• Chair & Speaker: Dairy Futures conference, Budapest
• Speaker: Functional Drinks Forums, London, Geneva
• Judge: International Beverage Innovation Awards
Director of Consulting
Healthy Marketing Team

5. Three ten-minute sections…
 What’s happening?
 Why is it happening?
 How you can make it happen
for your brands

6. 1. What’s happening?
- EFSA forcing producers to re-think
- Consumers becoming sceptical and confused
2. Why is it happening?
- Are function-claims going over-the-curve?
3. How to make it happen for your brand?
- What you still can claim?
- When you don’t need a claim at all!
What is scary about this…

7. What is scary about this…
6 seconds
6 cm
Your shopper makes a complex
mental calculation…
…the secret is to know
what makes up her calculation?
AND IT IS CHANGING!!!

8. So what is happening?
EFSA is forcing producers to re-evaluate…
Insert Danone example
EFSA is already having a profound
effect on our marketing… BUT!

9. ……..If you would like to see the rest of this inspiring
presentation, please e-mail:
admin@healthymarketingnews.net

10. ……..If you would like to see the rest of this inspiring
presentation, please e-mail:
admin@healthymarketingnews.net