• 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
    Fueling Cognitive Health through Nutrition & Supplementation

    2020 State of the Industry: High Expectations

    2020 International Buyers' Guide

    Clean Label Questions: Anything But ‘Short and Sweet’

    Key Trends in Functional Foods & Beverages for 2020
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Live From Shows
    Top News
    Pharmactive Affron Saffron May Help Relieve Depression Symptoms

    Warmer Temperatures Could Lead to Concerning Levels of Arsenic in Rice

    Kaneka Extends Deadline for Innovation Contest

    Maternal 5-MTHF Levels Predict Fetal Folate Status

    GOED Publishes 2017-2018 Omega-3 Raw Materials Report
    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

    Pharmactive Affron Saffron May Help Relieve Depression Symptoms

    Kaneka Extends Deadline for Innovation Contest

    Maternal 5-MTHF Levels Predict Fetal Folate Status

    GOED Publishes 2017-2018 Omega-3 Raw Materials Report

    Probiotic Strain Shown to Reduce Symptoms of Infant Colic
    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

    Pharmactive Affron Saffron May Help Relieve Depression Symptoms

    Warmer Temperatures Could Lead to Concerning Levels of Arsenic in Rice

    Maternal 5-MTHF Levels Predict Fetal Folate Status

    GOED Publishes 2017-2018 Omega-3 Raw Materials Report

    Obesity and Gum Disease May Have Common Connection: Inflammation
    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

    Pharmactive Affron Saffron May Help Relieve Depression Symptoms

    Maternal 5-MTHF Levels Predict Fetal Folate Status

    Obesity and Gum Disease May Have Common Connection: Inflammation

    Probiotic Strain Shown to Reduce Symptoms of Infant Colic

    Clinical Trial Confirms Joint Health Benefits of NEM Brand Eggshell Membrane in 7 Days
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Bioenergy Life Science, Inc. (BLS)

    Barrington Nutritionals

    ExcelVite Sdn. Bhd.

    Sabinsa Corporation

    PLT Health Solutions
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    ExcelVite Sdn. Bhd.

    Bioenergy Life Science, Inc. (BLS)

    Barrington Nutritionals

    BatchMaster Software, Inc.

    MitoCarn (Alfasigma)
    • 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
    • eBook
    • Infographics
    • 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
    • Marketing Nutraceutical: It's All About Profits And Stock Prices!
    • Industry Spotlight
    • P&G Pens a New Chapter
    • Steven Smith, Tea Tastemaker, Dies at 65
    • Capstone Nutrition Names Partha Kundu as CEO
    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
    New Medical Device Regulation Update New Medical Device Regulation Update
    Fueling the Energy & Sports Drinks Market Fueling the Energy & Sports Drinks Market
    Flavors & Colors: A Natural Recipe for Success Flavors & Colors: A Natural Recipe for Success
    Algatech Obtains Organic Certification for AstaPure Natural Astaxanthin Algatech Obtains Organic Certification for AstaPure Natural Astaxanthin
    Building Trust & Adding Value  with Branded Ingredients Building Trust & Adding Value with Branded Ingredients
    Starbucks Unveils New Leadership Structure Starbucks Unveils New Leadership Structure
    Key Trends  in Functional Foods &  Beverages for 2017 Key Trends in Functional Foods & Beverages for 2017
    Todd Abraham Joins USP Board of Trustees Todd Abraham Joins USP Board of Trustees
    ChromaDex Enters Development Agreement with Procter & Gamble ChromaDex Enters Development Agreement with Procter & Gamble
    Capstone Nutrition Names Partha Kundu as CEO Capstone Nutrition Names Partha Kundu as CEO
    Steven Smith, Tea Tastemaker, Dies at 65 Steven Smith, Tea Tastemaker, Dies at 65
    P&G Pens a New Chapter P&G Pens a New Chapter
    Industry Spotlight Industry Spotlight
    Marketing Nutraceutical: It Marketing Nutraceutical: It's All About Profits And Stock Prices!

    Related Columns

    • Dietary Supplements | Healthcare Trends | Medical Nutrition | Quality & Safety | Regulations | Testing
      Developing Scientific Support for Product Claims

      Developing Scientific Support for Product Claims

      Generally accepted scientific principles should be used to determine the quality of studies used as evidence to substantiate a claim.
      By Greg Stephens, Windrose Partners & Sanford W. Bigelow, PhD, DABT, Vanguard Global Associates LLC 11.05.19

    • Dietary Supplements | Healthcare Trends | Herbs & Botanicals | Quality & Safety | Research | Testing
      Botanical Science: Post-Exercise Benefits & Neuroprotective Potential

      Botanical Science: Post-Exercise Benefits & Neuroprotective Potential

      AHPA compiles recent research on botanicals and plant compounds published in peer-reviewed journals.
      By Holly Johnson, PhD, American Herbal Products Association (AHPA) 11.05.19

    • Dietary Supplements | Healthcare Trends | Herbs & Botanicals | Medical Nutrition | Quality & Safety | Regulations
      CBD in the Clinic: How Practitioners View Life After the Farm Bill

      CBD in the Clinic: How Practitioners View Life After the Farm Bill

      Holistic, functional medicine practitioners see therapeutic value of CBD and have confidence in its efficacy for a range of common health concerns.
      By Erik Goldman, Holistic Primary Care 10.07.19


    • Dietary Supplements | Healthcare Trends | Herbs & Botanicals | Quality & Safety | Regulations
      CBD Insurance: ‘The Perfume of the Premium’ Strengthens

      CBD Insurance: ‘The Perfume of the Premium’ Strengthens

      The insurance marketplace for hemp growers and CBD manufacturers will continue to expand.
      By Sheldon Baker, Baker Dillon Group LLC 10.07.19

    • Dietary Supplements | Healthcare Trends | Quality & Safety | Regulations
      Clinical Nutrition: A New Market Opportunity

      Clinical Nutrition: A New Market Opportunity

      Clearer language and scientific documentation for product benefits could open new doors for nutraceuticals in healthcare settings.
      By Greg Stephens, Windrose Partners, & Sheila Campbell, PhD, RD 09.09.19

    • Dietary Supplements | Healthcare Trends | Herbs & Botanicals | Regulations | World Markets
      Regulatory Harmonization in Europe: CBD Case Study

      Regulatory Harmonization in Europe: CBD Case Study

      Despite long-standing efforts, many EU regulatory standards are still out of alignment.
      By Joerg Gruenwald, analyze & realize ag 09.09.19


    • Dietary Supplements | Healthcare Trends | Medical Nutrition | Regulations
      Engaging Doctors in the Dialogue About ‘DSHEA 2.0’

      Engaging Doctors in the Dialogue About ‘DSHEA 2.0’

      The need for clear and truthful clinical communication should be on the table for discussion as DSHEA goes under review.
      By Erik Goldman, Holistic Primary Care 05.02.19

    • Dietary Supplements | Healthcare Trends | Herbs & Botanicals | Quality & Safety | Regulations
      ‘Can I Get Liability Insurance for My ‘Illegal’ CBD Products?

      ‘Can I Get Liability Insurance for My ‘Illegal’ CBD Products?

      The short answer is yes, but let’s explore in more detail.
      By Greg Doherty, Bolton & Company 05.02.19

    • Consumer Trends | Dietary Supplements | Healthcare Trends | Pet Nutraceuticals | Regulations
      Pet Supplements: A Regulatory Briefing

      Pet Supplements: A Regulatory Briefing

      The market for pet products continues expanding. Make sure you’re on solid legal footing.
      By Todd Harrison & Michelle Jackson, Venable 04.01.19


    • Dietary Supplements | Healthcare Trends | Herbs & Botanicals | Quality & Safety | Regulations
      An Update on CBD Product Liability Insurance

      An Update on CBD Product Liability Insurance

      Passage of the Farm Bill has had a positive effect on availability and premium cost.
      By Greg Doherty, Bolton & Company 03.01.19

    • Digestive Health | Healthcare Trends | Research | Weight Management/Weight Loss | World Markets
      The Effect of Migration on Microbiome & Obesity

      The Effect of Migration on Microbiome & Obesity

      The gut microbiome offers an important window into the consequences of diet and lifestyle changes associated with human migration.
      By Dilip Ghosh, PhD, FACN, nutriConnect 03.01.19

    • Dietary Supplements | Healthcare Trends | Medical Nutrition | Regulations | Research
      Nuances of the Healthcare Institutional Nutrition Market

      Nuances of the Healthcare Institutional Nutrition Market

      The opportunity for distribution of nutritional products in hospitals, rehabilitation facilities, nursing homes, and home care is growing dramatically.
      By Gregory Stephens, RD, Trish Cadwallader & Sheila Campbell, PhD, RD 01.03.19

    • Dietary Supplements | Healthcare Trends | Regulations | World Markets
      Personalized Nutrition: New Opportunities for Product Development

      Personalized Nutrition: New Opportunities for Product Development

      The introduction of effectively targeted solutions has strong potential to improve consumer health and well-being.
      By Joerg Gruenwald, analyze & realize GmbH 01.03.19

    • Dietary Supplements | Healthcare Trends | Medical Nutrition | Quality & Safety
      How Do Practitioners Define Dietary Supplement Quality?

      How Do Practitioners Define Dietary Supplement Quality?

      Beyond what’s in a product, quality encompasses everything from science behind a formulation to diligence of staff.
      By Erik Goldman, Holistic Primary Care 12.06.18

    • Dietary Supplements | Healthcare Trends | Regulations
      Is Google’s AdSense System Biased Against Dietary Supplements?

      Is Google’s AdSense System Biased Against Dietary Supplements?

      The company lumps drugs and supplements into a single ad category, creating an unwitting bias in favor of pharma.
      By Erik Goldman, Holistic Primary Care 10.01.18

    Breaking News
    • International Scientific Society Calls for Omega-3 Blood Testing in Future Research
    • Pharmactive Affron Saffron May Help Relieve Depression Symptoms
    • Warmer Temperatures Could Lead to Concerning Levels of Arsenic in Rice
    • Kaneka Extends Deadline for Innovation Contest
    • Maternal 5-MTHF Levels Predict Fetal Folate Status
    View Breaking News >
    CURRENT ISSUE

    December 2019

    • 2020 International Buyers' Guide
    • 2020 State of the Industry: High Expectations
    • Fueling Cognitive Health through Nutrition & Supplementation
    • View More >
    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    International Scientific Society Calls for Omega-3 Blood Testing in Future Research
    Pharmactive Affron Saffron May Help Relieve Depression Symptoms
    Warmer Temperatures Could Lead to Concerning Levels of Arsenic in Rice
    Coatings World

    Latest Breaking News From Coatings World

    Cristo Rey High School Educator Named 2019 Axalta All-Pro Teacher of the Year
    Michelman Makes United Way of Greater Cincinnati’s List of Top 25 Corporate Campaigns
    BCF: Coatings Industry Reports Record Improvement in Waste, Recycling, Accident Rates
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    FDA OKs Roche's Nasal Swab MRSA Test
    Philips & Paige to Deliver Clinical-Grade AI Applications to Pathology Labs
    Eye Test for Parkinson's Gains Breakthrough Designation
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Almac Awarded $1M BMGF Grant
    Vivera Pharma, Parexel Ink Clinical Services Agreement
    MedPharm Triples Capacity at RTP Site
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    WWP Wins Three NJPEC Awards
    Cat-Themed Beauty Collection to Launch in Japan
    Pantone Names Classic Blue the 2020 Color of the Year
    Happi

    Latest Breaking News From Happi

    Lip Lab Opening in Brooklyn
    Raining Rose Expands Exec Team
    Scott’s Sells Personal Care Production Site
    Ink World

    Latest Breaking News From Ink World

    ePac Flexible Packaging Expands into Asia Pacific Market
    Haney, HP Developing Sustainable Fashion Packaging for Heron Preston
    Addipel Moves to New HQ, Expands Production Facility
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    HP teams with Haney for sustainable packaging
    Tags & Labels Printing adds Heidelberg’s Versafire EP
    Austrian converter installs first Nilpeter press
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Thrace to Relocate U.S. Capacity
    FiltXPO Speaker Line-Up Announced
    Nölken Incorporates Sustainable Wipes Packaging
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Orthofix Appoints New Spine Business Leader
    Viant to Halt EtO Sterilization at Michigan Plant by End of Year
    Synaptive Medical's Modus V Expands Into Spine Market
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    IDTechEx Show! Announces Graphene Award Winner
    OE-A Continues to Bring Future of Printed Electronics to CES 2020
    Avancis, Smit Thermal, HZB, CNRS, Solliace Team for Higher Efficiencies in CIGS

    Copyright © 2019 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.