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©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.
©2012 www.theHMT.com
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
©2012 www.theHMT.com
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:
©2012 www.theHMT.com
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
©2012 www.theHMT.com
Harness The Power of The Food Trend Curve
Digestive
Health
Sustainability
Natural
Beauty
From
Within
©2012 www.theHMT.com
Positioning Example: UK Spreads MarketHow The Mediterranean Story Fits In
©2012 www.theHMT.com
How to Test Your Mediterranean Diet Concept Before You Launch…
©2012 www.theHMT.com
Factors of Permission
Factors of Motivation
8
©2012 www.theHMT.com
Heinz Tomato Ketchup
©2012 www.theHMT.com
Heinz Tomato Ketchup - A FourFactors® Analysis
NEED
ACCEPT
UNDERSTAND
TRUST
©2012 www.theHMT.com
Now let’s look at a European Launch…
©2012 www.theHMT.com
So why not leverage tomato expertise?
©2012 www.theHMT.com
Heinz Sunshine - A FourFactors® Analysis
NEED
ACCEPT
UNDERSTAND
TRUST
? ? ?
©2011 www.theHMT.com
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.
©2012 www.theHMT.com
Thank you
Sam@thehmt.com
www.thehmt.com
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