wellness n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Wellness… PowerPoint Presentation
Download Presentation
Wellness…

Loading in 2 Seconds...

play fullscreen
1 / 42

Wellness… - PowerPoint PPT Presentation


  • 135 Views
  • Uploaded on

Wellness…. the next frontier. Overview. Artful Philosophy and Approach Evolving Consumer Landscape (wellness in the sweet-spot) Application to Beverages. Artful Enterprises, Inc. Overview. Artful Philosophy and Approach Evolving Consumer Landscape - wellness in the sweet-spot

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Wellness…' - elise


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
wellness

Wellness…

the next frontier

overview
Overview
  • Artful Philosophy and Approach
  • Evolving Consumer Landscape(wellness in the sweet-spot)
  • Application to Beverages
slide4

Overview

  • Artful Philosophy and Approach
  • Evolving Consumer Landscape - wellness in the sweet-spot
  • Application to Beverages
slide5

P C M

Perform, Counsel, Mentor

the traditional choice in new business creation
The Traditional Choice in New Business Creation

vs.

Build

Buy

In-house new product development

Strategic acquisition of brands and businesses

a new choice in new business creation
A New Choicein New Business Creation
  • New business focus
  • New business expertise
  • Variable cost structure
  • Superior results

Early Life-stage

Outsourcing

vs.

vs.

Build

Buy

artful enterprises inc1
Artful Enterprises, Inc.
  • Specialists in new business creation
  • Serving the beverage and food industries since 1989
  • Vertically integrated new business creation/management

.

.

Artful Sodas

Artful Spirits

Artful Edibles

Conception

Validation

Market Preparation & Incubation

Transfer

new business conception
New Business Conception
  • The Artful difference:
    • Practicing the “art” of new business creation
      • Marketing “science” alone is not enough
    • Designing brands as “wholes”
      • “Virtual reality” products vs. disembodied concepts
    • Aiming ahead rather than sideways (or behind)
      • “What’s next” vs. “me too”
aiming ahead
Aiming Ahead
  • Artful Enterprises aims to create beverage and food businesses just slightly ahead of the curve.
    • Leapfrogging rather that matching competitors.
  • To do so, we make it our practice to “stay in touch with the future”
    • The marketplace is dynamic; the future can be glimpsed by looking in the rightplaces and at the rightpeople right now.

...this represents Artful Enterprises’ R&D

“Some skate where the puck is … I skate where it’s going to be.”

-Wayne Gretzky

anticipating the future
Anticipating the Future

Many incremental new products appear in “niche” venues and are tried by innovators and early adopters; over time mainstream consumers become aware, intrigued and eventually try those with “staying power.”

Focus here for products

Phase:

Incubation

Early Acceptance

Mainstream Acceptance

  • Gourmet and specialty stores
  • Health food stores
  • Restaurants
  • International
  • Perimeter locations in select supermarkets
  • Delis
  • Supermarkets
  • Convenience stores
  • Vending
  • Mass Merchandising

Retail Venues:

Consumer Type:

Early

Majority

Late

Majority

Laggards

Innovators/Early Adopters

Middle Majority

Bracket Consumer Reactions Over Time

designing brands as wholes
Designing Brands as “Wholes”
  • The common practice of separating “core concept” from “execution” in new product development is not just flawed but dangerous.
    • Consumer behavior is based on fully-formed brands.
    • “Core concepts” make poor proxies for final products.
    • “Execution” merits more than window dressing treatment.
  • Brands that are “born whole” have a head start on life.
    • They provide a more accurate stimulus for consumer response.
    • “Core concept” and “execution” are more apt to be integrated.
the integrated brand model
The Integrated Brand Model
  • Artful Enterprises designs every brand as a system of mutually reinforcing elements.
  • This discipline governs all facets of Artful Enterprises brand development: branding, product formulation, packaging, etc.

“What it is”

“What it does”

“What it means”

“Who it is”

Attributes

Benefits

Values

Personality Traits

haagen dazs
Haagen Dazs

(Original Ice Creams)

“What it is”

“What it means”

“Who it is”

“What it does”

High butterfat ice creams made from premium quality ingredients

Tastes exceptionally rich & creamy

Hedonistic pleasure

Discriminating

Sophisticated

Self-Indulgent

examples of dis integrated brands
Examples of “Dis-integrated” Brands
  • Red Dog Beer
  • Crystal Pepsi
  • V-8 Splash
  • Smartfood Popcorn
new business validation
New Business Validation
  • The Artful difference:
    • The right stimulus:
      • “Virtual reality” products: branded, packaged and (usually) formulated vs. more abstract/disaggregated product stimuli
    • The right respondents:
      • Selective use of 1st round chef input
      • Rigorous selection of target consumers based on 1) relevant category experience/commitment and 2) culinary fluency
        • Heavy users to optimize; typical users to quantify
      • Optional use of bracketing product behavior and attitudes methodology as appropriate
        • “Category innovators” to gauge future vitality; “category mainstreamers” to gauge closeness of opportunity
    • The right questions:
      • Preference for competitive as well as stand alone (monadic) measures
      • Emphasis on behavior (simulated purchase) over speculation (purchase intent)
      • “Real-time” approach to depth of repeat when ever possible
the artful process
The Artful Process

Nature of Feedback

CONCEPTION

“Whole” concepts:

name, packaging, formulation

  • Informal consumer reactions
  • Initial taste panel assessment
  • Quali-Quant Phase
    • Chef screening / assessment
    • Consumer interviews; product concept fit
    • Further chef / taste panel assessment as needed
  • Quantitative Phase
    • Competitive and monadic measures
    • Real-time depth of repeat
  • Broker/trade reactions
  • Lead market performance
  • Qualitative consumer research (trier-acceptors, trier-rejecters, aware non-triers)

VALIDATION

Optimization

Trial Assessment

Depth of Repeat Assessment

MARKET PREPARATION

INCUBATION

TRANSFER

the consumer landscape

The Consumer Landscape:

A Putative Mapping of Based Perceptions of Foods and Beverages Today

two powerful dimensions
Two Powerful Dimensions
  • Consumers’ perceptual orientation to food, reflecting their knowledge and actual choices based on its nutritional content
  • Consumers’ experiential orientation to food, reflecting their actual behaviors based on physical needs or desires

NUTRITIONAL VALUES AN AFTERTHOUGHT

NUTRITIONAL VALUES A PRIORITY

FOOD FOR

PLEASURE

FOOD FOR

SUSTENANCE

four distinct consumer types based on attitudes and behavior
Four Distinct Consumer Types Based on Attitudes and Behavior

FOOD FOR

PLEASURE

1

4

NUTRITIONAL VALUES A PRIORITY

NUTRITIONAL VALUES AN AFTERTHOUGHT

2

3

FOOD FOR

SUSTENANCE

the hedonistic consumer
The “HEDONISTIC” Consumer

FOOD FOR

PLEASURE

  • May have nutritional awareness; actual behavior is driven by the pleasure principle
  • Span the socioeconomic gamut from Junk Food Junkies to upscale Epicureans
  • Shop across channels: traditional grocery, Gourmet Specialty, Natural Foods, Club, and C-stores

“Live

For

Today!”

NUTRITIONAL VALUES AN AFTERTHOUGHT

Nutritional Values a Priority

Food for Sustenance

the indiscriminant consumer
The “INDISCRIMINANT” Consumer

Food for Pleasure

  • “Indiscriminant” consumers are most likely single and male
  • Span a broad socioeconomic range, from street people to frat boys
  • “ Infrequent and impulse shoppers”; C-stores, fast food, “where ever”

NUTRITIONAL VALUES AN AFTERTHOUGHT

Nutritional Values a Priority

“Whatever”

FOOD FOR SUSTENANCE

the controlling consumer
The “CONTROLLING” Consumer

Food for Pleasure

  • Variety of subtypes: bodybuilders/ athletes, dieters, medically restricted and the alternative lifestyle crowd…vegans, macrobiotics, etc.
  • Often first to adopt new nutritional approaches, ingredients, and products
  • “Mom and Pop” health food stores / natural food stores, organic markets, grow-their-own, wellness practitioners, GNC’s, etc.

Nutritional Values an Afterthought

NUTRITIONAL VALUES A PRIORITY

“No pain,

No gain!”

FOOD FOR SUSTENANCE

the quality of life consumer
The “QUALITY OF LIFE” Consumer

FOOD FOR PLEASURE

  • “Good to themselves,” in all senses, seek: good taste, good nutrition, good energy and the good feelings they all impart
  • Choose balance over sacrifice, and naturally delicious wholesome foods over modified or engineered “health foods”
  • Represents the center of “wellness”

“Live well,

be well.”

Nutritional Values an Afterthought

NUTRITIONAL VALUES A PRIORITY

Food for Sustenance

slide25

The “QUALITY OF LIFE” Consumer

  • Shop across channels
    • Natural Food
      • especially for produce, breads, home meal replacement, unique items, supplements
    • Gourmet Specialty
      • imported items, unique items, home meal replacement
    • High End Supermarkets
      • general shopping needs, some unique items
    • Club Stores
      • staples / bulk, also new items
    • Traditional Grocery
      • location driven
the expanding quality of life sector and the sweet spot for wellness foods
The Expanding “Quality of Life” Sector and … The Sweet Spot for Wellness Foods

FOOD FOR PLEASURE

“Hedonistic”

“Quality of Life”

“Live well,

be well.”

Education

NUTRITIONAL VALUES A PRIORITY

Nutritional Values an Afterthought

Economic

Improvements

Adverse experience with modified foods

“Indiscriminant”

“Controlling”

Food for Sustenance

adoption of nutritionally based food trends
Adoption of Nutritionally Based Food Trends

FOOD FOR

PLEASURE

Active Seekers

Passive Receptives

NUTRITIONAL VALUES AN AFTERTHOUGHT

NUTRITIONAL VALUES A PRIORITY

FOOD FOR

SUSTENANCE

slide28

The World of Wellness

Body

Spirit

Nutrition

&

Hydration

Emotional Fulfillment*

Stress

Reduction

Exercise

Sleep

  • Wellness is well-rounded; traditional “health” is more one-sided
  • True Wellness foods and beverages nourish the spirit as well as the body

*Includes personal relationships, job satisfaction, spiritual life, etc.

slide29

The World of Wellness

Body

Spirit

  • Wellness is well-rounded; traditional “health” is more one-sided
  • True Wellness foods and beverages nourish the spirit as well as the body

*Includes personal relationships, job satisfaction, spiritual life, etc.

slide30

Health & Wellness Associations

  • Health
    • Specific
    • Body-based (localized)
    • Physiological
    • An objective state (standard measures)
    • An attainable goal
    • Regimens (diet, exercise)
    • Controlled
    • Functional
    • Traditional
    • Reactive
    • Avoiding disease
  • Wellness
    • General
    • Body, mind, spirit (holistic)
    • Physiological and psychological
    • A subjective idea (personally defined)
    • An ongoing process
    • Lifestyle (all facets)
    • Balanced
    • Experiential
    • Contemporary
    • Proactive
    • Achieving well-being
slide31

“Sweet Spot” for growth and “Wellness” is the same

“Wow”

Sushi

Smoothies

Juice Bar Juices

Premium Indulgences

(Steaks,Premium Ice Cream, Chocolate, Desserts, Coffees, Gourmet Pizza)

Tropical/Exotics

Fruits/ Veggies

Gourmet Salads

Proprietary

Grainy Breads

Wraps

Pasta

Junk Food and Fast Food

(Doritos, Twinkies,

Oreos, Big Mac, Slurpee)

Cup Yogurt

Oatmeal

Green Teas

Juice drinks

Nutritionally Empty

Nutritionally Valuable

Staples

(Milk, processed bread, rice, ordinary fruits and veggies: apples, carrots, juice, chicken, cheese, eggs,

etc. )

Commodity

Junk Food and Fast Food

(Taco Bell, Jack –in-the-Box, frozen pizza, private label, etc.)

Health Modified Foods

(Low Fat, Low Cal, Low Taste)

Fringe Foods/ “Health” Foods

(soy / tofu, wheat gluten

wheat grass, protein powder)

“Yawn”

application to beverages

Application to Beverages:

Mainstream

Emerging

beyond nutritionally valuable
Beyond “Nutritionally Valuable”
  • Wellness Promoting Beverages–two key defining dimensions related to:
    • The nature of the drinking experience (implicitly usage-driven)Substantial / Light / Satiating Refreshing
    • The nature of the perceived “goodness” (implicitly user-driven)“Natural State” / Enhanced viaAbsence of Negatives Fortification
slide35
Defining Ingredients / Attributes ofWellness Promoting BeveragesCould include individually or in combination:

Substantial / Light / Satiating Refreshing

Protein

Dairy

Soy

Vegetable juice

Slow-burn complex carbs

et cetera

Water

Tea

Juice

Light carbonation

et cetera

slide36
Defining Ingredients / Attributes ofWellness Promoting BeveragesCould include individually or in combination:

“Natural State”/ Enhanced via Absence of Negatives Fortification

Organic

No GMO’s

Freshness Dated

(refrigerated or produce)

100% juice--not from concentrate

No sugar added

Probiotic

et cetera

Vitamins

Minerals

Phytonutrients

Isoflavins

Energy/Perform. herbs

Nutriceuticals

et cetera

examples wellness promoting beverage brands
Examples: Wellness Promoting Beverage Brands

“Natural State”

Odwella, Naked

Bolthouse Farms

Silk

Dannon, Stoneyfield Farms

Ito En, Honest Tea

Knudsen

After the Fall

Crystal Geyser Juice Squeeze

Substantial

Light

Select Odwella items

Juice Bar Power Shakes

Protein Powders / Liquid meal

Glaceau

Sobe

Fuze

Red Bull, et al

Fortified

wellness promoting beverages opportunity areas
Wellness Promoting Beverages:Opportunity Areas
  • Based upon:
    • Product Gaps
      • “Better” juice
        • cider
        • fruit and vegetable blends
      • “Wow” vegetable juices, going beyond “red”
        • the “Odwella of vegetable juice”
      • More pleasurable – “Wow” water
        • with “natural state” sensory complexity
wellness promoting beverages opportunity areas1
Wellness Promoting Beverages:Opportunity Areas
  • Based upon:
    • Platform Opportunities
      • Target to the sensory and nutritional wants and needs of Women
      • Fully leverage the product and experiential benefits of tea
        • The “Starbucks of Tea”
      • Pioneer Phytonutrients
      • Pioneer Probiotic beverages and foods
wellness promoting beverages opportunity areas2
Wellness Promoting Beverages:Opportunity Areas
  • Based upon:
    • Intriguing Idea Starters:
      • Mental Gatorade
      • Liquid Power Bar
      • Sunrise Smoothies
      • Green Tea Smoothie
      • et cetera
    • Brands to Watch:
      • ITO EN
      • Bolthouse Farms
      • Naked
ways to work with artful enterprises
Ways to Work with Artful Enterprises
  • Source of new business idea
    • From the Artful Enterprises, Inc. portfolio of brands
    • From scratch to client specifications
  • Scope and tenure of Artful Enterprises involvement
    • Short term (1 year maximum)
      • Conception only
      • Conception, Optimization, Validation
      • Optimization, Validation
      • Conception, Optimization, Validation, Market Prep
    • Medium - long term (2-3 years)
      • Conception, Optimization, Validation, Market Prep, Incubation, Transfer
seize the artful advantage
Seize the Artful Advantage
  • New business-building brands that are:
    • Strategically Sound
    • Executionally Exciting
    • Born Whole
    • Consumer Validated
    • Professionally Nurtured
    • Portfolio Compatible