The document discusses the new product development process used by most major consumer goods companies. It involves 8 stages, including opportunity identification, idea generation, concept development, product development, positioning development, concept testing, test marketing, and commercialization. Some stages are developmental to foster creativity, while others are evaluative "stage gates" requiring go/no go decisions based on market research testing. Targeting and segmentation of consumers is a key first step to determine the target consumer for new products. The document provides an example of a study that identified 7 segments of consumers with different attitudes towards food.
The Fine Foods Group Presents: Food business from A to ZMichel Algazi
This one day course provided, at a high level, an understanding of the process needed to start an artisanal or specialty food business.
Taught by a food industry veteran, this course covered the following topics:
- Product ideation / Market research
- Feasibility analysis
- Branding strategy
- Company formation and brand registration
- Product development
- Costing and pricing
- Packaging Design
- Manufacturing options
- Launch process
- Distribution channels
- Sales and distribution plan
- Selling tool development
- Price lists
- Sales / Marketing / Promotion
- Financial planning
This event offered an opportunity to tie all of the important pieces of a startup business together.
Food and Beverage Company Growth Strategies (CAGNY 2015 Recap)Hamutal Schieber
Consumer and market trends in the food & beverage industry, as reflected by the CAGNY 2015 presentations. This presentation follows the CAGNY 2014 analysis by Schieber Research, available on SlideShare.
*Follow us for FMCG trends & innovations presentations, we would love to keep in touch!
This advertising plan was developed during Fall 2012 by Casey Bariteau, Richard Salazar, Giovanna Gonzalez, and Sara Ketabi in our Introduction to Advertising course at Boston University - College of Communication. We began with a situation analysis of the product category, key trends, competitive analysis, and brand analysis. We then defined the target audience and where we would find them using databases and original research. We highlighted our key insight, and created a new brand positioning statement and advertising objective. From there, we thought up an intriguing new creative strategy and explained our creative execution, including our plan of action involving media.
The Fine Foods Group Presents: Food business from A to ZMichel Algazi
This one day course provided, at a high level, an understanding of the process needed to start an artisanal or specialty food business.
Taught by a food industry veteran, this course covered the following topics:
- Product ideation / Market research
- Feasibility analysis
- Branding strategy
- Company formation and brand registration
- Product development
- Costing and pricing
- Packaging Design
- Manufacturing options
- Launch process
- Distribution channels
- Sales and distribution plan
- Selling tool development
- Price lists
- Sales / Marketing / Promotion
- Financial planning
This event offered an opportunity to tie all of the important pieces of a startup business together.
Food and Beverage Company Growth Strategies (CAGNY 2015 Recap)Hamutal Schieber
Consumer and market trends in the food & beverage industry, as reflected by the CAGNY 2015 presentations. This presentation follows the CAGNY 2014 analysis by Schieber Research, available on SlideShare.
*Follow us for FMCG trends & innovations presentations, we would love to keep in touch!
This advertising plan was developed during Fall 2012 by Casey Bariteau, Richard Salazar, Giovanna Gonzalez, and Sara Ketabi in our Introduction to Advertising course at Boston University - College of Communication. We began with a situation analysis of the product category, key trends, competitive analysis, and brand analysis. We then defined the target audience and where we would find them using databases and original research. We highlighted our key insight, and created a new brand positioning statement and advertising objective. From there, we thought up an intriguing new creative strategy and explained our creative execution, including our plan of action involving media.
This presentation file from Ipsos Agriculture Research and Consulting team looks at the current trends within the Food & Beverage industry and what they might mean for the future. The presentation delves into:
- Food in Modern Times
- How Far Can Marketing Bring Your Company to Success?
- New Business Climate and the 'Real Value' Offerings
- Responding to Business Challenges
- Global food consumption trends and implications
- The quest for health and well-being
- Implications for brand marketers
If you would like to discuss the issues raised within this presentation then please email our Agribusiness and Animal Health team on agribusiness@ipsos.com or email consulting.bc@ipsos.com
Our team for my multicultural marketing class was asked to choose a company with a lack of diverse appeal in their product line and their marketing. We chose Gerber and opted to create a baby food line catered to the Hispanic community. As a team, we developed a marketing plan that proposed to include more depth in the cuisine choices that were more conducive to the Latino heritage.
This presentation file from Ipsos Agriculture Research and Consulting team looks at the current trends within the Food & Beverage industry and what they might mean for the future. The presentation delves into:
- Food in Modern Times
- How Far Can Marketing Bring Your Company to Success?
- New Business Climate and the 'Real Value' Offerings
- Responding to Business Challenges
- Global food consumption trends and implications
- The quest for health and well-being
- Implications for brand marketers
If you would like to discuss the issues raised within this presentation then please email our Agribusiness and Animal Health team on agribusiness@ipsos.com or email consulting.bc@ipsos.com
Our team for my multicultural marketing class was asked to choose a company with a lack of diverse appeal in their product line and their marketing. We chose Gerber and opted to create a baby food line catered to the Hispanic community. As a team, we developed a marketing plan that proposed to include more depth in the cuisine choices that were more conducive to the Latino heritage.
Unilever - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Unilever containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Unilever - Delivering Innovation & Intelligence in Product DesignAltair ProductDesign
Delivering Innovation & Intelligence in Product Design - an interesting engineering paper showing how fast moving consumer goods )FMCG) giant, Unilever, reduces the material used in their packaging. The paper was written in conjunction with Altair ProductDesign.
New Product Development Philosophy IB Work BetterStephen Tavares
This presentation outlines Philosophy IB's offerings in the New Product Development space including governance and process design and outsourced project management.
Slides from project that i did in university for a course called New Product Development. This project showcases my ability to product creative strategies and ideas for a company and improve on its existing portfolio and brand.
Principles of Hospitality Management
An detailed overview about Unilever
If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.
There has been consistent rise in Indian toiletries Industry. Novelty in ideas and marketing seems to be the major subject matter of the Indian soap industry. With increasing popularity there has been increase in potential competitors but it still has the opportunity of further exploitation. The soaps, detergent and toiletries product industry is vivacious, varied, creative and tricky, and has the prospective to provide a gratifying career.
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Cosmetics Industry Case Study: Making Creams & LotionsMatt Smith
Find the solution for one of the toughest mixing applications in the cosmetic industry, making creams and lotions. Read this case study on the Process, the Problem and the Solution.
Start Over Strategy For Tomorrow's FutureThoughtworks
Josh Siegel, CIO of Natural Markets Food Group and Mark Collin, Head of Retail, ThoughtWorks Europe at ThoughtWorks Live Europe 2014.
Today's retail food landscape is in a constant state of change - with digital disruption creating multi-channel challenges. In addition, there is increasing consumer demand for healthier food options. Retailers must adapt by learning how to address these continual shifts and develop meaningful customer experiences across multiple touch points. Learn how Natural Markets Food Group is leveraging experience design and technology to create a truly innovative approach in the retail food and food service industry.
Module 5 The 5 Phases of New Product Development.pptxcaniceconsulting
NPD stands for New Product Development.
New food product development is the process that creates a new product, produces it, and brings it to market.
How does it differ from food reformulation?
Food reformulation changes the existing food products to meet the new demands.
Why do we need NPD?
To maintain or grow market share for food businesses/SMEs.
Presentation on a potential marketing plan for the Hershey brand Ice Breakers for their product Cool Blast Chews. Creative mockups courtesy of Alice Shy
This interdisciplinary visual design project brings together topics from government, English, health and digital design for real world analysis. Students study the effects of food choices on personal health, the environment, the economy and the influence of marketing and packaging on those choices. Students learn that what they eat not only affects their health, but the health of the world. Partners from the design and health care field coach students as they develop and design their food package.
Paer presentation for rooftop solar solutionJanak Shah
How
is
this
Different
from
Wheeling
Solar
Power?
§ The
solar
plant
is
collocated
at
your
premises
and
therefore
it
is
in
your
control
§ There
is
no
government
policy
risk
associated
with
the
installa8on
throughout
the
life
of
the
installa8on
§ The
8me-‐to-‐installa8on
is
very
short
as
compared
to
wheeling
permissions,
etc.
§ Does
not
involved
any
wheeling
charges
or
cross-‐subsidy
charges
and
therefore
100%
benefit
can
be
availed,
quickly
§ Poten8al
to
get
30%
MNRE
subsidy
as
it
is
up
to
100KWp
commercial
installa8on
which
further
increases
the
returns
§ Wheeling,
etc.
requires
a
minimum
of
1MWp
installa8on
which
increases
the
risk
associated
with
the
investment
due
to
various
external
factors
Cleanest villeage in Asia 2005 - MawlynnongJanak Shah
"Mawlynnong" --- India’s ‘Green and Clean’ village! ‘Mawlynnong’ is a small village in the north-eastern Indian state of Meghalaya -- 90km from the state capital Shillong. The village is a picture perfect painting! Discover India magazine declared Mawlynnong as the "Cleanest Village in Asia" in 2003! “The streets are all dotted with dustbins made of bamboo. Every piece of litter and almost every leaf that has fallen from a tree is immediately discarded. Plastic is completely banned and all waste disposal is environmentally friendly. Rubbish is thrown into a pit dug in a forest near the village where it is left to turn into compost”. “The villagers here say that lessons in hygiene start in school so that children can be taught from an early age how to keep their surroundings clean and green”. The village with cent percent literacy is conscious and they are spreading the message of conservation and protection of the forest. Locals plant trees from May to June to ensure that the virgin forest is kept intact and also replenished.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
1. New Product Development
Process
Targeting and
Segmentation
Food Marketing APEC 4451
Fall Semester 2010
Food Marketing APEC 4451
Fall Semester 2010
Dennis J. Degeneffe
The Food Industry Center
University of Minnesota
2. Why Introduce New
Products?
• The Case For Introducing New Products
– “Organic Growth” - Shareholder value
– Competitive Position
– Capacity Utilization
• The Case Against Introducing New Products
– Risk – the odds against success
• High Odds of Failure*
• High Cost of Failure
– “Cannibalization” of existing business.
• Therefore introducing new products is a risky
business!
3. New Product Development Process
• A systematized approach for the
development of new products to
manage risk.
• A general approach that is followed by
most major consumer goods
companies.
– Includes the infusion of creativity…
– … and the rigor of evaluative decision
points – or “Stage Gates”
4. Concept
Testing
Test
Marketing
New Product Development Process
Opportunity
Identification
Idea
Generation
Concept
Development
Product
Development
Positioning
Development
STM
Confirmation
Advertising
Testing
Concept
Testing
Test
Marketing
Overall Process is made up of 8 stages.
Commercialization
5. Concept
Testing*
Test
Marketing*
New Product Development Process
Opportunity
Identification
Idea
Generation
Concept
Development
Product
Development
Positioning
Development
Commercialization
*”Stage Gates”
STM
Confirmation
Advertising
Testing
… Some are “developmental” sages, and some are “evaluative” stages.
6. Developmental Stages
About how to …
• Is more constructive than evaluative - provides guidance.
• Fosters creativity and innovation
• Generates ideas
• Obtains insights from consumers/customers on what
they want.
7. Stage Gates
• Evaluative stages –“go/no go” decisions
• Requires an objective assessment of the marketing initiative prior to
proceeding further:
– Will it fit:
• Manufacturing system
• Distribution system
• Consumer/Customer expectations
• Brand equity
– Will it likely sell
– What kind of financial resources will it require
– Will it provide an adequate pay-back/return on investment (ROI)
• Often involves Marketing Research Testing to answer these
questions.
• Usually involves a meeting with Senior Management
8. Opportunity Identification
• Secondary Research - Data that has been
previously gathered for a more general purpose.
– Secondary market information
– Trend information
– Can come from a lot of directions:
• Consumers
• Competitors
• Technologists
• Primary Research – or “Custom Marketing
Research”
Sources of Information::
9. 9
Types of Secondary Data
• External Secondary Data:
– Government data
– Trade and industry associations
– Publications
– Reference Sources
– Internet sites
– Libraries/archives
– Commercial databases (E.g. National Eating
Trends)
– Don’t forget the Food Institute Student Learning
Service!!!
10. General Market Data
Datamonitor Mega-Trends
• Convenience – Quick meals
• Health – 90% of Americans feel improving health is
important
• Age Complexity – Greater spending power among
children/teens, Growing senior population
• Gender Complexity – Blurring of traditional gender
roles
• Lifestage Complexity – Empty nesters, “boomerang
children”
• Individualism & Customization – “Custom tailored
solutions”
• Sensory Experience
• Comfort Seeking
• Connectivity – Social media
11. 1994 Strategic Insights at Pillsbury
• Mom’s life is a hassle
– 9-5 job
– No time to plan or prepare meals
– Fussy kids
– Off to soccer practice
• Important to get kids to eat vegetables
– Kids won’t eat vegetables
– Stress & guilt
• Opportunity – an easy one dish fully assembled
meal that the kids will eat, and adults will enjoy too.
13. Who Executes New Product Development Process
• New Product Development Team - a collaborative,
cross functional brand management group focused
on specific opportunity area, reporting to senior
management.
New Product
Development
Team
Marketing
Manager
Finance
Sales
Advertising
Agency
Research &
Development
Promotions
Marketing
Research
14. When Does it Begin and End?
Concept
Testing*
Test
Marketing*
Opportunity
Identification
Idea
Generation
Concept
Development
Product
Development
Positioning
Development
Commercialization
*”Stage Gates”
STM
Confirmation
Advertising
Testing
15. Case - Lunchables
• Lunchables was originally introduced in 1989, by
Oscar Mayer (Kraft Foods).
• As a concept it had been around for 10 years
before it was introduced…
• Outstanding success story, but not without
problems along the way…
16. The History of Lunchables
• How Lunchables became a 10 year growth engine.
Lunch Combinations Historical Growth Trend
0
100
200
300
400
500
600
700
1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
Year Ending in March
$MM
OM
Category
National Roll Out
End of Year I
Louis Rich
Lunch Breaks
Trial Volume Attrition
Lunchables
w/Dessert
Fun-Pak
(Drink Box)
“Bad Week” Ad
Platform Defined
Pizza
Tacos & Nachos
Swirls
Hot Dogs &
Hamburgers
Breakfast
Lunchables w/ Spreadable
Cheese
Source: A. C. Nielsen
17. New Product Development Process
Key Points
• Introducing new products is a two edge
sword.
– Big reward, but many times a big risk.
– Using the Stage Gate Approach helps manage risk.
• The Stage Gate Approach provides a “road
map” for new product development,
integrating:
– Creativity and innovation
– Evaluative Rigor
• It is composed of several stages – some
developmental, and some “Stage Gates”
• Determining the consumer target is a key
first step.
19. • Fundamental Elements of Marketing Positioning:
–Target – The Who
–Benefit – The When
–Frame of Reference – The context – With respect to what
–Support - The How
Example of Positioning Statement:
To “Time Pressured Moms”…
Hamburger Helper is a great way to get an fresh hot meal on
the table in only a few minutes, that the entire family will love.
That is because Hamburger Helper includes all the fixins – just
add it to one pound of hamburger, simmer and serve.
Fundamental Importance of Targeting
20. Ways to Segment Consumers
• Geography – Southeast, Metro areas, etc.
• Demographics – Households with children,
Seniors, etc.
• Lifestage – College students, expecting moms
• Behavior – Heavy brand users, competitive
brand users
• Attitudes…
21. Attitudinal Segmentation
Benefits of Attitudinal Segmentation:
– The basis for why consumers behave the
way they do – the driving motivation behind
behavior.
– Provides the insight to develop effective
Marketing programs.
• Products
• Services
• Advertising
23. HWE2001 Consumer Segments
17%
16%
12%
13%
14%
14%
14%
Study found seven different types of consumers
Mainstream Nurturing Cooks
Healthy
Traditional
Cooks
Healthful ExplorersWeary Providers
Food On Demand
Mobile
Munchers
Traditional Recipients
Excerpts from ADA Conference
Example:
Pillsbury How America Eats Study (2000)
24. How America Eats
Food Segment Profiles
Mainstream Nurturing CooksMainstream Nurturing Cooks
•• Nurture their family through foodNurture their family through food
•• Meal time = quality timeMeal time = quality time
•• Good taste is #1 considerationGood taste is #1 consideration
•• Want to make the occasion specialWant to make the occasion special
Healthy Traditional CooksHealthy Traditional Cooks
•• Also nurtures through foodAlso nurtures through food
•• Emphasis is on balanced nutritionEmphasis is on balanced nutrition
•• Favor wholesome, traditional foodsFavor wholesome, traditional foods
•• Discourage snackingDiscourage snacking
Weary ProvidersWeary Providers
•• Dinner time is family timeDinner time is family time
•• Meals are a balancing act, and stressfulMeals are a balancing act, and stressful
•• Prefer easy, quick, familiar foodsPrefer easy, quick, familiar foods
•• Tend to cater to kids tastesTend to cater to kids tastes
Each Segment has a distinctly different approach to eating.
Healthful ExplorersHealthful Explorers
•• Actively trying to eat healthyActively trying to eat healthy
•• Focus on quality/freshnessFocus on quality/freshness
•• Creative & Experimental tastesCreative & Experimental tastes
•• Frequently too busy to cook, need easilyFrequently too busy to cook, need easily
accessible alternativesaccessible alternatives
25. How America Eats
Food Segment Profiles, Continued
Traditional RecipientsTraditional Recipients
•• Want good tasting, wholesome traditional foodWant good tasting, wholesome traditional food
•• Rely on someone else to prepareRely on someone else to prepare
MobileMobile MunchersMunchers
•• Busy, active, onBusy, active, on--thethe--gogo
•• Meals and snacking blur togetherMeals and snacking blur together
•• Looking for portable foodsLooking for portable foods
Food on DemandFood on Demand
•• Other activities tend to have a higher priorityOther activities tend to have a higher priority
•• Do enjoy foodDo enjoy food
•• Food must be easy, accessibleFood must be easy, accessible
•• …or not at all.…or not at all.
Each Segment has a distinctly different approach to eating…
26. HWE2001 Consumer Segments
17%
16%
12%
13%
14%
14%
14%
Food Segment Summary
Mainstream Nurturing Cooks
Healthy
Traditional
Cooks
Healthful ExplorersWeary Providers
Food On Demand
Mobile
Munchers
Traditional Recipients
Love
Balance
FreshCompromise
Later
Grazing
Catered
Food Is …
27. Scratch Pie ala ModeScratch Pie ala Mode
Lighter Fruit TartLighter Fruit Tart
Frozen PieFrozen Pie
Pie to GoPie to Go Good PieGood Pie -- Any PieAny Pie
MainstreamMainstream
Nurturing CooksNurturing Cooks Healthful ExplorerHealthful Explorer
Weary ProviderWeary Provider
TraditionalTraditional
RecipientsRecipientsMobileMobile
MunchersMunchers
More Examples
28. Weary Providers Mobile Munchers
Healthy Traditional CooksMainstream Nurturing Cooks
Examples
29. Approaches to Attitudinally
Based Market Structure
• Consumer/Customer Segmentation – Identify
groupings of consumers with similar attitudes out of a
diverse population.
• Need States – Identify product usage situations with
similar set of consumer needs. The When
• Affinity Segmentation – Identify groups of
consumers with similar degrees of commitment to a
brand.
30. Dinner Need States – The When
Kid Pleasing Dinners Traditional Family Meals Budget Stretchers
Healthful Dinners Time Constrained DinnersQuality Time Dinners
32. Affinity Consumer Structure
• Divides consumers up into groupings with varying
strengths of commitment to the brand:
– Devoted … Staunchly loyal to the brand.
– Adopters … Use the brand along with others.
– Acceptors … Willing to try the brand, or infrequent user.
– Available … Know little or nothing about the brand.
– Rejecters … Brand is irrelevant, no intention to try it.
• Identifies the proportion of the volume coming from each
group
• Identifies reasons for their commitment level.
33. Key Points
• Targeting, and rationale is one of the most
critical elements in New Product development.
• Targets should have some attitudinal element
in order to be effective.
Hint …hint (class project).