1. Using Honest Expressions Responding to New Customer DemandsSam Waterfall9th World Food Technology & Innovation Forum 20111 March 2011 Sheraton Brussels Airport Hotel, Brussels, Belgium

2. Communicating true expressions of honesty and fully resonating with consumer needs and desires Glamourising the beauty of the process from field to plate Unveiling and communicating the transparent and honest supply chain Creating a point of difference from other products Creating an emotional connection

3. What’s Coming Up? What’s Happening? The World is changing… And it’s not going back Growing confusion and distrust Why is it Happening? A new marketing reality How Can You Make It Happen for Your Brands? A Survival Guide for Brand Owners and Marketers in 2011 Case Studies A tool for getting started on your brand today

4. If you’d like a copy of the presentation please simply leave a business card with me…

5. Who am I? Sam Waterfall Senior Consultant Work with Clientsacross Europe, Asia Brand Positioning & Innovation Ex P&G, Boots and Kraft Foods

6. Who are we? The Healthy Marketing Team are experts in helping brands respond to changing attitudes in nutrition, health and wellness.We work around the globe (25 countries in 2010) and specialise in brand positioning and product innovation / renovation in food, ingredients and pharmaceuticals. Peter Wennström The Four FactorsTM Brand Analysis System Food & Health Marketing Handbook

7. What do we do? What now? Catastrophic Strategic Choices Premature Brand Decline Expensive Launch Failures Where next? What next?

8. What’s Happening?

9. "Man's mind, once stretched by a new idea, never regains its original dimensions.” Oliver Wendell Holmes

10. Can You Remember When The Product Was Actually The Product?

11. I want you to join me on an important historical journey…Over the years consumers have opened the doors on various once secret rooms…

12. When consumers’ minds are stretched…… they can’t go back

15. First Global Food Stage:The Convenience Room “Make it easy for me: Pack it, Process it, Combine and cook it.... For me” ”I can buy convenience” convenience

16. Now the CONVENIENCE is the product too

18. Second Global Food Stage:The Premium Room ”Make me feel good and look good using it” convenience premium

19. Now the WAY I LOOK is the product too

21. Third Global Food Stage:The Health & Wellbeing Room ”Make it healthy for me. Make me feel good about myself” convenience premium health

22. Now the HEALTH IMPACT is the product too

24. I can buy Convenience I can buy Health & Wellbeing I can buy Premium I can buy Change Fourth Global Food Stage:The Change The World Room Focus on whole value chain and consecquences of consumption ”Make it healthy for me and the planet. Make me feel good about my choices”

25. Now the ENTIRE VALUE CHAIN is the product!

26. So far so good…… but here’s the problem

27. I used to win with a better apple…

28. Now I’m at risk along my entire value chain!

29. When consumers’ minds are stretched…… they can’t go back

30. Now I’ve looked inside your value chain… I want to see more…

31. 3 drivers let consumers inside… The connected community The fear culture Real Value

32. Nowhere to Hide

33. And this impacts all areas…PoliticalSocialand yes, even Nutritional

36. "Man's mind, once stretched by a new idea, never regains its original dimensions.” Oliver Wendell Holmes

37. Loss of TrustConfusionDeclining faith in “experts”

41. HealthFocus® International 2008 and 2010 18 country Global Shopper Trend Study

43. Why is it Happening?

44. Consumers are ever more demanding

45. What is scary about this? Consumers have more reasons than ever to REJECT your brand.

46. Motivation vs Permission Consumers motivated byneeds and benefits Ingredients can provide a reason to believe And increasingly… a reason to reject

47. A new marketing reality RTB RTR

48. Your consumer has many reasons to reject

49. New Marketing RealityFrom closed door, façade marketingTo the exposing the whole value chain

50. How to Make it Happenfor Your Brands…

53. Worldview

54. Seth Godin on Worldview… “A worldview is not who you are. It’s what you believe. It’s your biases.” “A worldview is not forever. It’s what the customer believes right now.” Seth Godin – All Marketers are Liars Penguin, 2005.

55. “Fizzy drinks will rot my child’s teeth”

56. “Organic is definitely worth it for the kids”

57. Camilla Barnard – Rude Health“All natural, sustainably and artisanally produced, no-GM grains - targeting people who believe breakfast is the most important meal of the day”

58. Have You Ever Tried to Change Someone’s Mind?

59. Our job as Marketers is to matchproduct stories to our customers’ existing worldviews

60. Remember the product is no longer the product…

61. We don’t buy the product…We buy the way the brand will make us feel

62. A 4-Strategy Survival Kit for Marketing Across Your ENTIRE VALUE CHAIN…

63. Strategy 1 Empower Your Consumer(any way you can)

64. I Connect … I Controlconnectivity gives me control The empowered consumer The world in ‘MY’ hands The consumer wants to be in control of the choices he/she makes It’s the brand’s responsibility to create new and effective channels for communication Internet, food labels and retailers are the growing sources of information globally

66. “There’s an App for that”

67. Strategy 2 Use Transparency to Tell And Sell!

69. Using transparency to position for good(and re-position the mega competition)

71. Interact with the Company (23,127 questions since 2006)

72. ‘Quality Scout’ Programme Offers Supply Chain Transparency for ‘Curious Consumers’

74. Strategy 3 Mindset – “Green to Gold”(But not for everyone!)

75. No need to Trade Profits for Virtue(if you target by worldview – not demographics)

76. Strategy 4 Differentiate along Your ENTIRE VALUE CHAIN(and be ready for attack)

77. Lucini Olive Oil from a ‘single vineyard’

78. Birdseye Frozen Foods Traceability Challenges the processed perceptions people have of frozen food

79. Coca-Cola Instead of divulging the sources of ingredients, they focus on manufacturing locations, distribution and environmental impact.

80. Add Drama on the Benefit…

81. Dramatise the Entire Value Chain…

82. Aveda Live and breathe their values and deliver it in a holistic way. Recycled materials but with modern structures.

83. For each Worldview…“The Value Chain begins in the mind of the Consumer”Peter Wennström

84. Factors of Motivation Factors of Permission

85. When consumers’ minds are stretched…… they can’t go back

86. Summary What’s Happening? The product is no longer the product. The entire value chain is now exposed… It is both ripe for your innovation and differentiation And vulnerable to competitor attack Why is it Happening? A new marketing reality How to Make it Happen for Your Brand: Your story must match the worldview of your target Use the FourFactors® to build in both MOTIVATIONand PERMISSIBILITY into your brand story

87. If you’d like a copy of the presentation please simply leave a business card with me…

88. Thank youSam Waterfallsam@healthymarketingteam.com