• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Nutraceuticals for Men: Muscle Health and Performance Nutrition

    Aging in Place: Healthy Lifestyles Supplement Science-Based Solutions

    Getting an Edge in Esports: Meeting the Health Needs of Competitive Gamers

    Beyond CBD: Cannabis Compounds Warrant Recognition and More Research

    Leveling Out the Energy Segment for Mainstream, and Rethinking Caffeine
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

    Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission

    Choline Alone May Improve Maternal DHA Status During Pregnancy

    Cranberry Consumption Linked to Memory and Neurological Function Improvements
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

    Choline Alone May Improve Maternal DHA Status During Pregnancy

    Cranberry Consumption Linked to Memory and Neurological Function Improvements

    Bilberon Bilberry Extract Receives U.S. Patent For Eye Strain, Neck/Shoulder Pain
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    FDA Issues Draft Guidance on NDI Enforcement Discretion

    GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

    Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission

    Choline Alone May Improve Maternal DHA Status During Pregnancy
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

    Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission

    Choline Alone May Improve Maternal DHA Status During Pregnancy

    Cranberry Consumption Linked to Memory and Neurological Function Improvements

    Bilberon Bilberry Extract Receives U.S. Patent For Eye Strain, Neck/Shoulder Pain
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    KLK OLEO

    Nutrition21, LLC

    Xsto Solutions

    Atlantia Clinical Trials

    Aiya America, Inc. (Aiya Matcha)
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    KLK OLEO

    Nutrition21, LLC

    Xsto Solutions

    Atlantia Clinical Trials

    Aiya America, Inc. (Aiya Matcha)
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Columns

    Strategy Sketchbook: Delivering Products That Stand Out

    Examining how to position and sell nutraceutical products based on other market successes.

    Related CONTENT
    • FDA Issues Draft Guidance on NDI Enforcement Discretion
    • Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board
    • Jordan Process Receives Nutrasource ICAP Certification for CBD
    • Draft Senate Bill to Reauthorize FDA User Fees Includes Dietary Supplement Listing Provision
    • FDA Warns About Steroids or Steroid-Like Substances in Bodybuilding Products
    Greg Kitzmiller06.01.03

    Delivering Products That Stand Out



    Examining how to position and sell nutraceutical products based on other market successes.



    By Greg Kitzmiller



    We don’t sell products, we sell benefits because consumers are motivated by them. There are many combinations of steel, plastic and other materials that transport us from one place to another—these combinations are known as cars and trucks. People buy cars and trucks because they look good. Or, they buy them because they are investing in safety for their family. And maybe they buy a vehicle based on the way it handles, passes other cares or just makes them feel like they are having fun. Most firms understand the concept of selling benefits. Yet, products consistently come into the marketplace that focus on an attribute, not a benefit.

    What is an attribute? Attributes are the characteristics by which products are identified and differentiated. They usually include features and functions. Adding vitamin C to a product is an attribute. Designing a drink to contain twice as much vitamin C as another leading drink is also an attribute. Stimulating the immune system is a benefit. In broader terms, keeping someone healthy by keeping their immune system at peak is a greater benefit.

    It appears that nutraceutical products regularly feature and communicate attributes. In terms of the supplement category there are many ingredients and product names that communicate “arthritis” or “osteoporosis.” Of course these are diseases that people do not want. However, most experts believe product naming should be neutral and should convey a benefit.

    First, a name of a product must be easy to remember, easy to say, distinct and not easy to copy. In today’s world the name also should be available for international registration in that it should not mean anything in common languages. Starbucks does not communicate anything about coffee, it is easy to say and has proven to be very memorable. Wal-Mart stems from a family name, does not communicate much and is easy to remember. Similarly, Kraft and Nestle in the food business and Tide in the detergent business also follow the rules.

    Second, products must communicate benefits. Starbucks coffee tastes good and its coffeehouses offer customers a place to relax. Many people even when drinking Starbucks coffee at home think of relaxation, not just good coffee. While some may think Starbucks has experienced fast growth because of its brand of coffee, it is more likely a result of the fact that it provides an experience or benefit for which consumers will pay a premium. Another example is Tide gets clothes clean. In the case of both Tide and Starbucks they are able to charge a higher price for their products because consumers believe there are benefits and are willing to pay for them. Wal-Mart means low prices. Not “we have clothes and tools and…” In the case of Wal-Mart it attracts the largest number of customers in the history of stores (#1 retailer in the world) because they provide the benefit of low prices.

    Third, attributes should support benefits. Procter and Gamble regularly uses new additives and new product forms to be certain its Tide brand cleans very well. Wal-Mart has the most efficient distribution system of any retailer and pressures suppliers to be certain Wal-Mart can offer low prices. Attributes provide a reason for benefits.

    In applying this exercise to nutritional products Centrum serves as a pertinent example. Centrum has a neutral brand name that is easy to say and means nothing. Centrum became the number one selling multivitamin by convincing consumers that it is the most complete. Its brand support line, “Everything from A to Zinc,” fully underscores that positioning. The product is continually updated with nutrients that have been recently supported scientifically and that have made consumer news. Those are the attributes that support the benefits.

    On the food side, Tropicana orange juice is the number one selling brand in its category. The name is neutral, the benefits are taste and nutrition and the benefits are supported by including not-from-concentrate orange juice and various types of fortification. Tropicana also clearly communicates the benefits by communicating exactly the value of the fortification.

    Other examples include Viactiv, which has a neutral name, promotes the prevention of osteoporosis (the benefit) and is supported by a good tasting delivery of calcium.

    There are many products that get “stuck” on selling attributes, touting things such as “We give you....” or “Now a great source of....” But where’s the benefit? What about all of the products with generic names? Garli.... whatever or Gen...something. These names are easy to copy and at the same time very confusing for consumers.

    Consumers should be offered a product that is unique, that provides them with something that stands out. A product name should also be one that consumers can easily recall and that does not sound like any other product. Lastly, consumers should be offered a product that has a benefit and adds value to their life. Most of all, do not extend a winner product into dozens of other categories. Procter and Gamble is a good example of this as they have more number one brands than any other firm, but each brand is a winner in only one category. There are Puffs facial tissues, Charmin bathroom tissue and Bounty kitchen towels. The company planned never to take the Charmin and market it across other categories using the same brand name. As a result the company has built brands that deliver benefits in dozens of categories, so apparently the formula works.NW
    Related Searches
    • Healthcare Trends
    Related Knowledge Center
    • Healthcare Trends
    Suggested For You
    FDA Issues Draft Guidance on NDI Enforcement Discretion FDA Issues Draft Guidance on NDI Enforcement Discretion
    Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board
    Jordan Process Receives Nutrasource ICAP Certification for CBD Jordan Process Receives Nutrasource ICAP Certification for CBD
    Draft Senate Bill to Reauthorize FDA User Fees Includes Dietary Supplement Listing Provision Draft Senate Bill to Reauthorize FDA User Fees Includes Dietary Supplement Listing Provision
    FDA Warns About Steroids or Steroid-Like Substances in Bodybuilding Products  FDA Warns About Steroids or Steroid-Like Substances in Bodybuilding Products
    Nootropics and Adaptogens Respond to Demand for Mind and Mood Support Nootropics and Adaptogens Respond to Demand for Mind and Mood Support
    Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan Sabinsa Honors 70th Anniversary of Diplomacy Between India and Japan
    Experts Debate Role of Supplements in Improving Public Health in EU Experts Debate Role of Supplements in Improving Public Health in EU
    GNC Adds Products from The Honest Company, Hers, and Womaness GNC Adds Products from The Honest Company, Hers, and Womaness
    NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program NSF and SCNM’s School of Nutrition Collaborate on Master of Science Program
    Walgreen’s Brand Vitamins and Supplements First to Carry UL Verified Mark Walgreen’s Brand Vitamins and Supplements First to Carry UL Verified Mark
    Leaven Essential to Launch Branded Botanical Extracts to Global Markets Leaven Essential to Launch Branded Botanical Extracts to Global Markets
    Indena Spotlights ‘Fabulous Four’ Ingredients Indena Spotlights ‘Fabulous Four’ Ingredients
    Cargill to Double Production of Tapioca Syrup Cargill to Double Production of Tapioca Syrup
    Southwest College of Naturopathic Medicine to Become Sonoran University of Health Sciences Southwest College of Naturopathic Medicine to Become Sonoran University of Health Sciences

    Related Content

    • Dietary Supplements | Regulations
      FDA Issues Draft Guidance on NDI Enforcement Discretion

      FDA Issues Draft Guidance on NDI Enforcement Discretion

      Amnesty for late NDI notifications is intended to encourage manufacturers and distributors to correct past failures while collecting safety data, FDA said.
      By Sean Moloughney, Editor 05.20.22

    • Breaking News | Dietary Supplements | Digestive Health | Immune Function | People News | Probiotics & Prebiotics
      Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

      Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board

      In his new role, Hill will work to further advance the understanding and education surrounding postbiotics.
      05.19.22

    • Breaking News | Certifications, Approvals & Patents | Herbs & Botanicals | Quality & Safety | Testing
      Jordan Process Receives Nutrasource ICAP Certification for CBD

      Jordan Process Receives Nutrasource ICAP Certification for CBD

      The company was the first raw material provider to join the certification program.
      05.18.22


    • Dietary Supplements | Regulations
      Draft Senate Bill to Reauthorize FDA User Fees Includes Dietary Supplement Listing Provision

      Draft Senate Bill to Reauthorize FDA User Fees Includes Dietary Supplement Listing Provision

      HELP Committee released discussion draft that includes language similar to Senate Bill 4090 introduced last month by Senators Durbin and Braun.
      By Sean Moloughney, Editor 05.18.22

    • Breaking News | Dietary Supplements | Industry & Market News | Quality & Safety | Sports Nutrition
      FDA Warns About Steroids or Steroid-Like Substances in Bodybuilding Products

      FDA Warns About Steroids or Steroid-Like Substances in Bodybuilding Products

      According to the agency, these products are promoted as hormone products or alternatives to anabolic steroids.
      05.18.22

      Trending
      • Oregon Files Lawsuit Against GNC | Nutraceuticals World
      • Vitamin K2 Status May Impact Blood Pressure And Pulse Wave Velocity | Nutraceuticals World
      • Pycnogenol Evidenced To Have Skin Benefits In Dermatology Study | Nutraceuticals World
      • NMN Boosts Aerobic Capacity In Runners, Study Finds | Nutraceuticals World
      • Vitamin K2 Status May Impact Blood Pressure and Pulse Wave Velocity
      Breaking News
      • GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe
      • Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board
      • Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission
      • Choline Alone May Improve Maternal DHA Status During Pregnancy
      • Cranberry Consumption Linked to Memory and Neurological Function Improvements
      View Breaking News >
      CURRENT ISSUE

      May 2022

      • Aging in Place: Lifestyle Supplements Science-Based Solutions
      • Getting an Edge in Esports: Meeting Health & Nutrition Needs
      • Nutraceuticals for Men: Muscle Health and Performance Nutrition

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      GOED Creates Infographic Highlighting Omega-3 Health Claims Approved in Europe
      Kyowa Hakko Appoints Dr. Colin Hill to Immuse Scientific Advisory Board
      Expert Consensus Statement: Diet is Best Primary Intervention to Achieve Diabetes Remission
      Coatings World

      Latest Breaking News From Coatings World

      What Are You Reading?
      Teknos Receives EcoVadis Gold Medal for Sustainability Performance
      AkzoNobel and Partners Team Up to Hack Carbon Reduction Challenges
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      MPO's Most-Read Stories This Week—May 21
      Iterative Scopes Expands its Senior Leadership Team
      Viz.ai Raises $100 Million in Series D Funding
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Piramal Pharma Solutions New API Plant in Canada Now Online
      MG America Appoints Claudio Radossi as President
      Catalent Invests $175M to Expand Mfg. Capabilities at Winchester, KY
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      Authentic Beauty Concept Launches Second-Generation ‘Refill Bar’
      HASK Beauty Enters Exclusive Partnership with Amazon
      Garance Doré Launches Made in France Skincare Line
      Happi

      Latest Breaking News From Happi

      P&G Closes HQ Due To Security Threat, Launches New Hair Care Line
      SPF Setting Spray, Lip Contour and Knotless Braids Are Hot Trends: Spate
      Nutrafol Launches Collagen Infusion
      Ink World

      Latest Breaking News From Ink World

      Weekly Recap: Zeller+Gmelin, Sun Chemical and Kornit Top This Week’s News
      Nazdar Celebrates 100 Years with a New Look
      hubergroup Chemicals Exhibits at Paint India for First Time
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      Brook + Whittle's new acquisition, SunDance goes to HP and more
      Specialty announces move to new facility
      Mark Andy hosts dealer's open house in Warsaw
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Weekly Recap: Kimberly-Clark to Expand Diaper, Wipes Production in Brazil; The Honest Company to Sell Diapers, Wipes at Walmart & More
      3M to Expand in Nebraska
      Nicely Offers Nonwoven Slitters, Winders
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      ODT's Most Read Stories This Week—May 21
      FDA Clears Anika Therapeutics' X-Twist Knotless Fixation System
      Paragon 28 Rolls Out TenoTac 2.0 Hammertoe and Soft Tissue Repair
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Weekly Recap: Graphene Flagship, Japan Display and LG Display Top This Week’s Stories
      Evonik Launches New Processing Aids for PV Wafer Cutting
      NREL Creates Highest Efficiency 1-Sun Solar Cell

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login