An Integrated Approach to New Food Product Development by Howard R. Moskowitz, I. Sam Saguy, Tim Straus

By Howard R. Moskowitz, I. Sam Saguy, Tim Straus

New items frequently fail no longer simply because they're undesirable items, yet simply because they don't meet customer expectancies or are poorly advertised. In different situations, the selling is spot on, however the product itself doesn't practice. those disasters force domestic the necessity to comprehend the marketplace and the patron so one can convey a product which fulfills the 2 both very important pursuits of patron trial and repeat buy. The linkage of those matters is usually compromised within the "innovate or die" international of company new items. An built-in method of New foodstuff Product Development explores this inter-relationship and the inter-relationship of the main disciplines crucial for market success.

Proven methods from Experts

The e-book introduces The good fortune Equation in response to the interrelationship of the foremost initiatives severe to defining and executing for brand new product luck. The sections that persist with spotlight the significance of each job and the impression of every disciplines’ contribution in the course of the technique in optimizing the luck of the product. The e-book explores integration of all elements, from defining purchaser wishes and nutrition proposal to knowing the significance of positioning, packaging and exchange, to the know-how and production required to adequately meet those wishes. The luck Equation encompasses the weather that not just dramatically bring up a product’s luck, but in addition make that luck more and more sustainable.

Combines sturdy idea with genuine advertising Practice

The textual content blends educational, ivory tower learn with the stories of professional, actual marketplace practitioners, which while mixed, give you the instruments for winning new product innovation. The concise, hands-on info contains complex and rising concepts in administration, advertising, know-how, procedure, customer study and revenues. The built-in insurance offers a whole photograph of the services and information had to leverage new product improvement into advertisement luck.

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Extra resources for An Integrated Approach to New Food Product Development

Sample text

Registered trademark of Kraft Foods. 2 23 HOSTESS BROWNIE BITES While the Hostess Brownie Bites story is certainly more modest than DiGiorno, it demonstrates how a company can understand a target, create a concept for meeting that target’s need, and commercialize it in a manner that fits corporate assets. And the fact that this product has enjoyed consistent sales for over 15 years demonstrates it longevity. With the huge growth in the number of convenience stores during the early 1990s, Hostess saw an opportunity to address the precise needs of the heavy C-store customer.

Ultimately, three major factors caused Simplot to pull the plug on the product line and their entire branded Retail venture: 1. The cost accounting for the production of the microwave fries placed incredible pressure on the cost-of-goods because the product line utilized the very high capacity lines generally reserved for the highly profitable foodservice fries. This resulted in the much smaller retail brand incurring significant overhead costs for each pound produced. 2. Simplot was virtually the exclusive producer of fries for McDonald’s.

The equation takes a Goal and Objective-Based approach rather than an “organizational” or “process” approach. It defines precise goals that are essential to new product success and does not try to dictate a precise set of steps. The substitution of goals for steps means that the equation focuses on the results, not on tasks. 2. The equation is Team Oriented and Interactive so that all members of the team representing precise disciplines are involved in all facets of product development. It recognizes the fluid nature of bringing a successful new product to market versus the linear nature of rigid process steps.

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