1. Rules of Stevia Marketing
Getting the Right Communication for the the Right Consumer
Neal Cavalier-Smith
Director of Consulting
All content including Wennstrom’s Four Factors®
and the FourFactors® Brand Analysis system (The three-
Stevia 2011 stakeholder curve) ©2010 Healthy Marketing Team
Advance in Strategy and Innovation Reproduction ONLY by written consent from
June 2011 SimonG@HealthyMarketingTeam.com

2. Who am I?

3. Neal Cavalier-Smith
Director of Consulting
Healthy Marketing Team
Global specialists in Strategic Direction for health.
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

4. Three short sections
1. Who is your consumer?
2. Successes and Failures with Stevia
3. Rules of Stevia Marketing

5. First, let me ask you a question...

6. Can you remember when milk was just milk?

7. From Tech-push to Consumer-pull
Target-groups:
Toddler’s milk
Milk for women
Yoghurt for middle-aged men
Calcium-fortified
Tech push Lactose–free Consumer pull
Omega 3 Milk
Semi-skimmed milk
Skimmed milk
Second brand
Full-fat milk
1980 1990 2000
Source: TetraPak

8. Adding even more value?
£2.11
£0.45 or £0.35
per 100ml
or £0.07
per 100ml
There’s a group of people willing to
pay 7x more to feed their cat

9. Key rule:
All consumers are NOT alike…
? ? ? ? ? ?
People pay for value as they perceive it.

10. If you need to
find your way,
in this complex
landscape, you
need a map

11. Introduction to the Healthy
Marketing Map
Understanding the rules

12. The HMT Map: 4 Stakeholders in HEALTH
Here’s the map we use with our clients. I’m going to:
• Describe each territory we’ve got in the map
• Explain how can you segment that territory to more precisely target your consumer
EARLY MASS MARKET
STAKEHOLDERS
We borrow a model from the technology market because new health
technologies develop the same way.

13. Mobile phone market example
Driven by EMOTION
Excellent price-PREMIUM
Communication LIFESTYLE
Driven by NEED
Volume low, price HIGH
Communication RATIONAL
Commoditised – Driven by NORMAL
Highly price-competitive: low margin
Communication on EXTRAS/PRICE

14. Which stakeholder?
Technology
Lifestyle
Early mass
Mass

15. Which stakeholder?
Technology
Lifestyle
Early mass
Mass

16. Which stakeholder?
Technology
Lifestyle
Early mass
Mass

17. Which stakeholder?
Technology
Lifestyle
Early mass
Mass

18. Which Stage is your Proposition at?
Is it normal / for everybody?
DOES IT FIT MY FAMILY TRADITION
Is it new / different ??
DOES IT FIT MY VALUES?
Does it make me look good &
Is it accepted by the
Medical Community? FIT WITH MY ROUTINE?
DOES IT FIT MY CONDITION

19. Why did this fail?

20. Where does Coca-Cola live?
EARLY MASS MARKET
STAKEHOLDERS

21. Successes and Failures with Stevia

22. Technology Stakeholder

23. Does it fit my condition?
?
Focused on Need state –
High- Cholesterol, Diabetes
“Is it approved by the medical community?”
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system

24. Approved by the Medical Community

25. Lifestyle Stakeholder

26. http://www.youtube.com/watch?v=yYPr06MmTxA

27. How will I look drinking it?

28. Does it fit me?
A Segment driven by emotion. New, innovative
packaging, formats, ingredients, values.
Typical lifestyle stakeholder consumer insight:
“I don’t need it, I want it – it’s cool / on trend”.
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system

29. Is it aligned with my values?
http://www.youtube.com/watch?v=wTGMnj1Tz54

31. Is it on trend?
http://www.youtube.com/watch?v=u2xmFBLg4W0

33. Early Mass Market

34. Does it fit my routine?
Aspirational values, convenience, taste and
value.
Typical early mass market consumer insight:
“It makes it easy for me to make better
choices”.
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system

35. Help me make better choices…
http://www.youtube.com/watch?v=NjKpb9jFESw

36. Make it easy to understand…

38. Mass Market Stakeholder

39. Does it fit my family?
Normality – not changing habits. Taste, value
and convenience are most important.
Typical mass market consumer insight:
"I don't have a problem.
And besides, I think health is a matter of luck,
anyway"
©2010 Healthy Marketing Team – Four Factors® Brand Analysis system

40. Juice
http://www.youtube.com/watch?v=7TGJWWv-NgA

42. Rules of Stevia Marketing

43. The rules for each stakeholder:
TECHNOLOGY LIFESTYLE EARLY MASS MASS MARKET
STAKEHOLDERS STAKEHOLDERS STAKEHOLDERS STAKEHOLDERS
Driven by Driven by Driven by Driven by
NEED & EMOTION & CONVENIENCE NORMAL
RATIONAL LIFESTYLE Make it easy for No need or motivation to change
Life or death Want new things me
FIT MY CONDITION FIT ME FIT MY ROUTINE FIT MY FAMILY TRADITION
PROVEN NEW TRENDY: NEW / EASY TO MAKE NO CHANGE IN HABIT
TECHNOLOGIES DIFFERENT HEALTHY CHOICE
NORMAL EVERYDAY KITCHEN
FUNCTION ALIGNED WITH CONVENIENCE & CUPBOARD INGREDIENTS
BEFORE FOOD VALUES REASSURANCE
TASTE & FOOD
HEAVY BEFORE HEALTH & NATURE
INVESTMENT IN
EDUCATION
EXPERT BRAND VALUES BRAND PREMIUM BRAND MASS-PRICE BRAND
HEALTH CLAIMS! INGREDIENT WELL KNOWN NO CLAIMS! NOTHING NEW, JUST
TRENDS INGREDIENTS CONNECT TO WHAT THEY KNOW
©2010 Healthy Marketing Team – reproduction prohibited

44. Sprite Green – is this normal?

45. Sprite Green – a fit me proposition
from a fit everyone brand.
EARLY MASS MARKET
STAKEHOLDERS

46. Thank you
More information:
Neal Cavalier-Smith Neal@HealthyMarketingTeam.com