The entry of European brands, such as Nestle's LC-1, to the US and Canadian market will be under scrutiny at an upcoming conference in Canada in February.
Organisers of the event, nutrition industry consultants Health Strategy Network, said it will look at two business case studies including Nestle's US launch of its LC-1 probiotic supplement in 2000. The case looks at the events leading up to the launch and its outcome and the session will include discussion and commentary from key Nestle people.
There will also be a case discussion of Cadbury Schweppes' Snapple A Day, scheduled to launch in February. Snapple A Day intends to redefine the $2.3 billion meal replacement category with its soy-based vitamin-enriched beverage, targeted at health conscious, on-the-go consumers.
Questions for discussion will include: how far can a brand be extended? When is a market large, or attractive, enough for entry? Can European brands be readily transferred to Canada and the US? The conference also aims to look at how to position and market a 'general' health condition, such as immunity and how much 'health' a brand can carry.
Aimed at fuelling networking and knowledge sharing, the conference will take place from 20-22 February 2003 at Blue Mountain Resort in Ontario, Canada. Each attendee will be provided with a detailed case study in advance.
Tom Clough, managing director of HSC, said the conference series will be different from other industry events. "It's all-inclusive and is designed specifically around global networking and connections," he said. "This is the first time content sessions will feature discussions about actual business case studies rather than company presentations. It's a cost-effective opportunity to gain insider perspectives."
Four business cases will be presented over two days, dealing with industry issues. Information about the conference, including registration details, can be found on the website. The North American programme will be followed by a continuation of the series in Sydney, Australia in mid-summer and Tokyo, Japan in the autumn.