©2012 Capitalising on the Mediterranean Diet From Trend to Revenue Sam Waterfall, Senior Partner...

©2012 www.theHMT.com

Capitalising on the Mediterranean DietFrom Trend to Revenue

Sam Waterfall, Senior Partner HMT London

Mediterranean Food & Drink NPD SeminarFood & Drink Innovation NetworkDaventry, UK27 June 2012©2012 All Rights Reserved.


What’s coming up in the next 25 mins?

Previous food trends and how you can use them to profitHow to position your Mediterranean Diet conceptHow to test your Med Diet concept before you launch4 Rules for successfully commercialising a trend


TRAININGInteractive Team Training with our

proven models and case studies for brand successes and failures.

INSPIRATIONConferences, Seminars, Articles, Books, Videos, Case studies, Report's

CONSULTINGInnovation, Strategy, Branding

and Concept Development projects for our customers

Who are we?

Global specialists in Brand Innovation for Food & Health and we deliver our expertise in three different ways:


What do we do? Strategic direction for healthy brands and healthy business…

Reposition my brand – it’s going ‘over the hill’

Brand Rescue

Improve my existing brand or positioning

Brand Direction

Help me innovate a new brand or product

Brand New

4


Harness The Power of The Food Trend Curve

Digestive

Health

Sustainability

Natural

Beauty

From

Within


Positioning Example: UK Spreads MarketHow The Mediterranean Story Fits In


How to Test Your Mediterranean Diet Concept Before You Launch…


Factors of Permission

Factors of Motivation

8


Heinz Tomato Ketchup


Heinz Tomato Ketchup - A FourFactors® Analysis

NEED

ACCEPT

UNDERSTAND

TRUST


Now let’s look at a European Launch…


So why not leverage tomato expertise?


Heinz Sunshine - A FourFactors® Analysis

NEED

ACCEPT

UNDERSTAND

TRUST

? ? ?


Rules for Early Mass market positioning

1. Fit my routine Distribution channels important, aspirational but not exclusive.

2. New Simplicity Short cuts, easy to understand benefit, domestic expert.

3. Reduce riskFocus on elements with high awareness within niche offering, economic cost with offers, leveraging parent brand.

4. Tempting Has to entice, for pleasure, for health, for variety and look of quality.


Thank you

[email protected]

www.thehmt.com

©2012 Capitalising on the Mediterranean Diet From Trend to Revenue Sam Waterfall, Senior Partner...

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Transcript of ©2012 Capitalising on the Mediterranean Diet From Trend to Revenue Sam Waterfall, Senior Partner...