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Declan McFadden,
President SYMRISE Asia Pacific
How to Manage New
Product Development
with Greater Success?
A Flavor House...
What is the cost of a flavor in a new
product development?
What is the cost of a product’s flop?
FLAVOR & NUTRITION
OUR STRATEGY
AGENDA: HOW WE CREATE
MARKET LEADERS
2. Consumer Insight
1. Lifestyle
3. Sensory science
6. Flavor & Concept
creation
7. C...
PAGE 5
WHAT DOES
THE CONSUMER WANT?
PleasureHealth
LONGING FOR BALANCE: HEALTH & INDULGENCE
1. SYMRISE
LIFESTYLE RESEARCH
FAST…
AND SLOW INTENSITIES IN ASIA
2. CONSUMERS
KNOWING WHAT THEY WANT
PAGE 8
…through their day
consumers search out
moments of holistic
health,
pure pleasu...
FUNCTIONAL
VALUE
NUTRITIONAL
BALANCE
NATURAL
QUALITY
AUTHENTIC
EXPERIENCE
EXCITING
SENSATIONS
HOLISTIC
HEALTH
PURE
PLEASUR...
CONSUMER RESEARCH
PARTNERSHIP WITH OUR CUSTOMERS
I consume instant
noodles by itself,
consuming nothing
before or after meal,
and with plain water
I consume
instant noodle...
3. UNDERSTANDING TASTE
SENSORY SCIENCE (Coffee example)
PAGE 12
BRAND 1 Sensory Spider Plot
0.0
2.0
4.0
6.0
Instant Coffee...
CHINA
JAPAN
TAIWAN
KOREA
AUSTRALIA
INDONESIA
THAILAND
MALAYSIA
PHILIPPINES
SINGAPORE
3. UNDERSTANDING TASTE
INSIGHT TASTE ...
PAGE 14
4. UNDERSTANDING THE BRAND
Starbucks (Japan example)
rich
happy
trendy
espresso
Premium price
special treat
satisf...
4. UNDERSTANDING THE BRAND
ASSESSING FLAVOR GAPS & OPPORTUNITIES
Ginger
Coffee
Banana
Vegetables
Super Fruits
Blueberry
Citrus
Mint
PAGE 16
5. FLAVORS KNOWLEDGE
LINKING MARKET KNOWLEDGE T...
WE CREATE MARKET LEADERS
2. Consumer Voices
1. Lifestyle
3. Sensory science
6. Flavor & Concept
creation
7. Concept testin...
Coffee
Flavors
SYMRISE
SPECIALTIES
SYMRISE
Natural Aroma
Chemicals
SYMTRAP
Coffee
Nature identical
Nature Identical
Natura...
HOLISTIC
HEALTH
PAGE 19
PURE
PLEASURE
Concept Creation
6. FLAVOR & CONCEPT CREATION
GETTING ALL EXPERTISE TOGETHER TO
CREA...
7. CONCEPT TESTING
SCREENING WINNING CONCEPTS
(Kids study examples)
8. CONCEPT VALIDATION
THROUGH TASTING WITH CONSUMERS
PAGE 22
9. OUR PROMISE
TO OUR CUSTOMERS
We create taste consumers love…
ROLE OF SCS
IN SYMRISE
COMMON
LANGUAGE
Technical Language Marketing Language
Consumer LanguageBusiness Language
Are the products different?
30 internal people, no training
A FEW HOURS
How do products differ?
8-12 external panelists
In...
QUANTITATIVE DESCRIPTIVE STUDY
PRINCIPLE
DESCRIPTION OF ALL
FOODS & BEVERAGES
Market
Flavor
directions
Flavor
directions
o...
CONSUMER STUDIES
DIFFERENT TYPES
MEETING WITH
CUSTOMER
IN HOUSE
PROCEDURE
DEVELOPMENT
MARKET RESEARCH
AGENCY SELECTION
CON...
DESCRIPTIVE STUDIES
Quantitative Descriptive AnalysisTM
TRAINING MEASUREMENT
DESCRIPTORS
DEVELOPMENT
DEFINITIONS
&
REFEREN...
AFRIS. AsianFoodRegulationInformationService.
We have the largest database of Asian food regulations in the world and it’s...
Product development with greater success
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Product development with greater success

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Product development with greater success

  1. 1. Declan McFadden, President SYMRISE Asia Pacific How to Manage New Product Development with Greater Success? A Flavor House Perspective Singapore FHA 2012
  2. 2. What is the cost of a flavor in a new product development? What is the cost of a product’s flop?
  3. 3. FLAVOR & NUTRITION OUR STRATEGY
  4. 4. AGENDA: HOW WE CREATE MARKET LEADERS 2. Consumer Insight 1. Lifestyle 3. Sensory science 6. Flavor & Concept creation 7. Concept testing 8. Brand specific customisation 9. Consumer validation Understand Develop Launch 4. Brand analysis 5. Flavor trends Technical Restrictions Brand Strategic Vision Speed to market
  5. 5. PAGE 5 WHAT DOES THE CONSUMER WANT?
  6. 6. PleasureHealth LONGING FOR BALANCE: HEALTH & INDULGENCE 1. SYMRISE LIFESTYLE RESEARCH
  7. 7. FAST… AND SLOW INTENSITIES IN ASIA
  8. 8. 2. CONSUMERS KNOWING WHAT THEY WANT PAGE 8 …through their day consumers search out moments of holistic health, pure pleasure or a bit of both… HOLISTIC HEALTH PURE PLEASURE … but the one thing they will never compromise on is great taste.
  9. 9. FUNCTIONAL VALUE NUTRITIONAL BALANCE NATURAL QUALITY AUTHENTIC EXPERIENCE EXCITING SENSATIONS HOLISTIC HEALTH PURE PLEASURE MEAT VEGETABLE VANILLA simply vanilla® MINT think mint® CITRUS Naturally Citrus!® RED FRUITS TASTE MODULATION 2. CONSUMERS KNOWING WHAT THEY WANT Symrise interpretation
  10. 10. CONSUMER RESEARCH PARTNERSHIP WITH OUR CUSTOMERS
  11. 11. I consume instant noodles by itself, consuming nothing before or after meal, and with plain water I consume instant noodles alone and at home I consume instant noodles because it is quick and convenient to prepare I consume the soup version the most 2. CONSUMER INSIGHTS WHAT DO CONSUMERS SAY? (noodles in Asia)
  12. 12. 3. UNDERSTANDING TASTE SENSORY SCIENCE (Coffee example) PAGE 12 BRAND 1 Sensory Spider Plot 0.0 2.0 4.0 6.0 Instant Coffee Ground Coffee Roasted Buttery Cooked Sugar Malty Phenolic Herbal Cocoa Condensed Milk Milky Creamy Mouthfeel Thick Mouthfeel Sweetness Saltiness Sour Bitter Astringent
  13. 13. CHINA JAPAN TAIWAN KOREA AUSTRALIA INDONESIA THAILAND MALAYSIA PHILIPPINES SINGAPORE 3. UNDERSTANDING TASTE INSIGHT TASTE PROFILING BY COUNTRY Japan Korea China Taiwan Australia China Taiwan Roasted Ground Coffee Burnt Nutty Cocoa Milky Creamy Thick Mouthfeel Cereal Malt Instant Coffee Condensed Milk Vanillin Bitter Caramelic Buttery
  14. 14. PAGE 14 4. UNDERSTANDING THE BRAND Starbucks (Japan example) rich happy trendy espresso Premium price special treat satisfaction adultsindulgent flavourful
  15. 15. 4. UNDERSTANDING THE BRAND ASSESSING FLAVOR GAPS & OPPORTUNITIES
  16. 16. Ginger Coffee Banana Vegetables Super Fruits Blueberry Citrus Mint PAGE 16 5. FLAVORS KNOWLEDGE LINKING MARKET KNOWLEDGE TO TASTE EXPERTISE Chocolate Strawberry Cheese Nuts Caramel Char-grill Cream Rum Mango Honey Maple Brown Sugar Acerola Citrus Tea Yuzu Herb Soy/soymilk Tea Citrus Yogurt Spice Chili Wasabi Sour fruits Exotic flavors
  17. 17. WE CREATE MARKET LEADERS 2. Consumer Voices 1. Lifestyle 3. Sensory science 6. Flavor & Concept creation 7. Concept testing 8. Brand specific customisation 9. Consumer validation Understand Develop Launch 4. Brand analysis 5. Flavor trends Technical Restrictions Brand Strategic Vision Speed to market
  18. 18. Coffee Flavors SYMRISE SPECIALTIES SYMRISE Natural Aroma Chemicals SYMTRAP Coffee Nature identical Nature Identical Natural Natural Key Coffee Raw Material Palette SYMTRAP COFFEE SPECIALITIES 6. FLAVOR & CONCEPT CREATION WITH SYMRISE TECHNOLOGIES
  19. 19. HOLISTIC HEALTH PAGE 19 PURE PLEASURE Concept Creation 6. FLAVOR & CONCEPT CREATION GETTING ALL EXPERTISE TOGETHER TO CREATE WINNING TASTE (examples) COLA REGULAR COLA CHERRY COLA LIGHT COLA ZERO COLA PLUS VITAMINS
  20. 20. 7. CONCEPT TESTING SCREENING WINNING CONCEPTS (Kids study examples)
  21. 21. 8. CONCEPT VALIDATION THROUGH TASTING WITH CONSUMERS
  22. 22. PAGE 22 9. OUR PROMISE TO OUR CUSTOMERS We create taste consumers love…
  23. 23. ROLE OF SCS IN SYMRISE COMMON LANGUAGE Technical Language Marketing Language Consumer LanguageBusiness Language
  24. 24. Are the products different? 30 internal people, no training A FEW HOURS How do products differ? 8-12 external panelists Intensive training 3 WEEKS How much are the products liked? 120 consumers, no training A FEW WEEKS 3 SIDES OF Sensory & Consumer Science DISCRIMINATIVE TESTS DESCRIPTIVE TESTS CONSUMER TESTS Triangle Test Duo Trio Test Quantitative Descriptive Analysis (QDA) Ethnography Online surveys Focus Groups Central Location Test (CLT)
  25. 25. QUANTITATIVE DESCRIPTIVE STUDY PRINCIPLE DESCRIPTION OF ALL FOODS & BEVERAGES Market Flavor directions Flavor directions of prototypes Sensory fingerprints of foods/ beverages TRAINED PANELISTS (in Symrise: n=35)
  26. 26. CONSUMER STUDIES DIFFERENT TYPES MEETING WITH CUSTOMER IN HOUSE PROCEDURE DEVELOPMENT MARKET RESEARCH AGENCY SELECTION CONSUMER FIELD WORK IN HOUSE DATA ANALYSIS CREATE CONSUMER RELEVANT FLAVORS
  27. 27. DESCRIPTIVE STUDIES Quantitative Descriptive AnalysisTM TRAINING MEASUREMENT DESCRIPTORS DEVELOPMENT DEFINITIONS & REFERENCES INTENSITY TRAINING FINAL MEASUREMENTS QDATM PANEL PERFORMANCES BOILED CHICKEN WHITE MEAT RAW GARLIC PEPPER 0 10
  28. 28. AFRIS. AsianFoodRegulationInformationService. We have the largest database of Asian food regulations in the world and it’s FREE to use. We publish a range of communication services, list a very large number of food events and online educational webinars and continue to grow our Digital Library. We look forward to hearing from you soon! www.asianfoodreg.com adrienna@asianfoodreg.com

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