Healthy Marketing Team founder and Marketing Expert Peter Wennstrom drew a crowd that caused a traffic jam in the aisles surrounding the DSM booth at Vitafoods Europe on 12 May, 2011. The FourFactors® model is a guide to decoding the consumer’s almost-instant 
point-of-purchase decision when selecting healthy foods / beverages / supplements. They consider the motivation for purchasing and, as we’ve seen more and more in the market, the role that permissibility plays in making up the mind of the consumer. DSM has been very forward thinking in their approach to delivering value and innovation to their clients. Armed with consumer insights and the FourFactors®, DSM is moving from a focus on ingredients to consumer benefits. Peter Wennstrom presented the FourFactors® model as a way to communicate health benefits without health claims.

1. Introduction to the FourFactors®
Wennström's Four Factors of Success
Presentation for DSM at Vitafoods Europe
Geneva, Switzerland
12 May 2011
©2011 Healthy Marketing Team

3. Is this right?

4. This can’t be right?

5. This is not right.

6. Getting it right!

7. What is scary about this…
The six second, six centimeter
rule…
The decision whether to pick your
product or move the hand 6cm to
a competitor may be the result of
just a six-second evaluation!
Every shopper stands in front of
the shelf making a complex mental
calculation with everything she
knows about the product…
…the secret is to know what makes
up her calculation.

8. Motivation vs Permission
Consumers are motivated by
needs and benefits
Ingredients can provide a reason to believe
And increasingly… a reason to reject

9. Your consumer has many reasons to reject

10. The value chain starts IN THE MIND OF
THE CONSUMER at point of purchase
Who needs Understand
the product? the benefit?
Accept the Trust the
ingredient? brand?

11. The purpose of the FourFactors® is to
sharpen your brand innovation
A Book
With self study and case studies
A Training
From Knowledge to Know-How to
Practise
• Inhouse training
• On your demand

12. The FourFactors ® tools will help you ask
the right questions.
Brand Analysis
Understanding
failures and
successes
Brand
Development
Product, concept
and communication

13. Remember the Popeye Example…

14. Remember the Popeye Exercise?
Need the Product Understand the Benefit
Who: Mothers Physical: Feel stronger (Popeye!)
When: Dinner time – cooked as a side to your Intellectual: Delivering iron into your family diet
meal. Emotional: Give your children the vitamins they
Why: To keep growing children strong and healthy need to grow.
Accept the Ingredient Trust the Brand
Awareness: Iron associated with strength. Brand Identity & History: Popeye is strong and
Interest: Mothers interested in ‘green’ reliable. Transformed into a super hero by
vegetables, iron and nutrition for family. Spinach spinach.
often viewed as a ‘super’ vegetable. Children are Brand Promise: Strength and iron
not interested in iron or eating spinach! Brand Image: Strong and healthy
Trendspotting: Cooking at home. Family nutrition

15. A Case Study from Sanatarium

16. Factor 1. Need the product
Who? When? Why?
The first factor focuses on the lifestyle
needs of the consumer and perception
and relevance of the product as food in
his/her life.
Up& Go, Liquid breakfast, handheld, to
be consumed on the go.

17. Target Consumer

18. Factor 2. Accept the ingredient
Awareness?
Interest?
Trend?
The second factor is based on consumer
knowledge and awareness of the chosen
ingredient.
High fibre
Milk for protein
98.5% fat free

19. Target Consumer
Ingredients & Benefit platform

20. Factor 3. Understand the benefit
How do they understand the benefit? Is
it relevant to their lifestyle?
It’s breakfast!
The health benefits of the ingredients are
easy to understand.
The total benefit of the product is a
healthy breakfast in a hurry.
Physical
Intellectual
Emotional

21. 3 levels of
benefit

22. Target Consumer
Ingredients & Benefit platform

23. Factor 4. Trust the brand
The fourth factor is the key factor
Is the brand a credible provider
of the benefit?
Identity & History
Promise
image
Up&Go, a brand from Sanitarium,
the Australian market leader in
healthy breakfast products.

24. Brand Position

25. Target Consumer
Brand Position
Ingredients & Benefit platform

26. A few well known examples of
getting it right for each Factor.

27. Factor 1:
Who needs the product?
1. Insert picture of popeye
DSM got to know their consumer. A targeted analysis of Health Focus data showed
joint-sufferers to be a demographically diverse group. Their research also revealed
that joint pain sufferers wanted to be able to enjoy life and move with their
grandchildren and families. Once they understood their target consumer and drivers
they were able to target their communications accordingly.

28. Factor 2:
Accept the Ingredient
Haagen-Dazs capitalised on consumer trends like ‘less is more’, ‘free-from’ and ‘back
to basics’ to launch a product that was very easy for the consumer to understand and
accept. The simplified the ingredient list… to only five.

29. Factor 3:
Understand the Benefit
Activia targeted constipation and digestive irregularity. They have a product where
you are able to FEEL the benefit and were able to communicate that through
demonstration. They did this through imagery in the form of a slimed waist and yellow
arrow. They also conducted a “two week challenge” to test the ‘felt’ benefit.

30. Factor 4:
Trust the Brand
All Four Factors need to be aligned to increase your chances of success. The
consumer trusts the Coca-Cola brand to deliver them pleasure…

31. But does the consumer trust the brand to
deliver them health…?
No! The Coca-Cola Light Plus product was withdrawn from the market after a
year.

32. We need to…
Understand the consumer… NEED
- who are they?
- what are their drivers and motivations?
- when and why do they need our products?
Know what they know… INGREDIENT
- which ingredients are they aware of /interested at?
- what are the trends that matter to them?
Understand what they are looking for… BENEFIT
- what are the benefits they seek in various levels/
dimensions
Know what does it take for them to listen to us… BRAND
- do they trust our brand to deliver the benefits via the
ingredients?
- what is the story we can tell them?

33. Thank you
Peter Wennstrom
President and Expert consultant
©2011 Healthy Marketing Team
For more information, please contact Isabel@healthymarketingteam.com