USE OF CONSUMER INSIGHT IN THE NEW PRODUCT DEVELOPMENT PROCESS IN THE MEAT SECTOR

Transcription

1 USE OF CONSUMER INSIGHT IN THE NEW PRODUCT DEVELOPMENT PROCESS IN THE MEAT SECTOR, JENS O. KÜGLER, FAIZA SAEED, JOACHIM SCHOLDERER AARHUS UNIVERSITY WIM VERBEKE GHENT UNIVERSITY, DEPARTMENT OF AGRICULTURAL ECONOMICS præsen TATION

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3 WHY NEW PRODUCT DEVELOPMENT? New product is widely regarded as a major competitive parameter in the meat industry It is driven by new market opportunities and new technological opportunities and by the desire to add value and create growth in mature markets 3

4 Number of new product launches ICOMST 2011 GENT LAUNCHES OF NEW PROCESSED MEAT PRODUCTS IN EUROPE Positioning Convenience Natural Suitable f or Minus Ethical & environmental Demographic Plus Functional Based on Mintel Global New Products Database 4

5 MOST NEW PRODUCTS FAIL New products result from processing and differentiation The more you process, the more you differentiate, the more mistakes you can make Therefore, new product is risky most new products fail on the market Consumer insight can help to reduce the risk of failure 5

6 THE ROLE OF CONSUMER INSIGHT Consumer insight Initiation Crossfunctional integration New product performance NPD team proficiency Implementation Adapted from Im et al.,

7 THE NPD PROCESS Opportunity Identification, idea generation and screening Concept and testing Technology selection and Prototype and trial production Launch and follow-up 7

8 QUALITY PERCEPTION AS THEORETICAL BASIS Communication Physical product Quality experience Communication Physical product Quality expectations Quality expectations Trial purchase Repeat purchase

9 THE NPD PROCESS Opportunity Identification, idea generation and screening Concept and testing Technology selection and Prototype and trial production Launch and follow-up 9

10 OPPORTUNITY IDENTIFICATION, IDEA GENERATION AND SCREENING Finding opportunities in the marketplace data driven Generating ideas on how such opportunities can be exploited creativity driven Screening ideas based on consumer and industry considerations 10

11 TOOLS FOR OPPORTUNITY IDENTIFICATION Opportunity identification Understanding of user needs Creative techniques Screening techniques Design tools Testing tools Introduction Focus groups Laddering Perceptual mapping Conjoint analysis Complaint management Empathic design Lead user method Brainstorming Synectics Scoring models Cooper s NewProd Quality Function Deployment Test of prototypes Test markets Test market simulation From van Kleef et al.,

12 0.80 Value for money 0.60 Collar Roast Medallions Overall Satisfaction Weekend Spaghetti Bolognese Family Weekday Minced Meat Convenience Pizza Sausages Liver Pâté Liver and Kidney Ribs Cold Cuts Cordon Bleu Away from Home Any Day Mixed Sliced Meat Wieners and Frankfurters Cooked Ham Canned Meat Lasagne Shoulder Salami Alone Pizza Toppings Scallops Taste Gammon Roast Health Tenderloin Skewers At Home Stuffed Meat Friends Other Company Dry Cured Meat Dry Cured Ham Marinated Small Cuts Special Occasions

13 0.80 Value for money 0.60 Collar Roast Medallions Overall Satisfaction Weekend Spaghetti Bolognese Family Weekday Minced Meat Convenience Pizza Sausages Liver Pâté Liver and Kidney Ribs Cold Cuts Cordon Bleu Away from Home Any Day Mixed Sliced Meat Wieners and Frankfurters Cooked Ham Canned Meat Lasagne Shoulder Salami Alone Pizza Toppings Scallops Taste Gammon Roast Health Tenderloin Skewers At Home Stuffed Meat Friends Other Company Dry Cured Meat Dry Cured Ham Marinated Small Cuts Special Occasions

14 0.80 Value for money 0.60 Collar Roast Medallions Overall Satisfaction Weekend Spaghetti Bolognese Family Weekday Minced Meat Convenience Pizza Sausages Liver Pâté Liver and Kidney Ribs Cold Cuts Cordon Bleu Away from Home Any Day Mixed Sliced Meat Wieners and Frankfurters Cooked Ham Canned Meat Lasagne Shoulder Salami Alone Pizza Toppings Scallops Taste Gammon Roast Health Tenderloin Skewers At Home Stuffed Meat Friends Other Company Dry Cured Meat Dry Cured Ham Marinated Small Cuts Special Occasions

15 THE NPD PROCESS Opportunity Identification, idea generation and screening Concept and testing Technology selection and Numerous techniques for identifying opportunities Perceptual mapping technique is a Prototype and trial production promising way of finding broad Launch and follow-up categories with market potential 15

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17 THE NPD PROCESS Opportunity Identification, idea generation and screening Concept and testing Technology selection and By combining creativity techniques, the right people and a screening device, numerous promising product Prototype and trial production ideas can be generated Launch and follow-up 17

18 THE NPD PROCESS Opportunity Identification, idea generation and screening Concept and testing Technology selection and Prototype and trial production Launch and follow-up 18

19 CONSUMER ACCEPTANCE OF NEW TECHNOLOGIES IN BEEF PROCESSING

20 CONSUMER ACCEPTANCE OF NEW TECHNOLOGIES IN BEEF PROCESSING Muscle profiling Marinating by injection (for healthiness) Marinating by injection (eating quality) Marinating by submerging (eating quality) Nutritional enhancement Shock wave treatment Thermal processing Marinating by injection (for safety) Simple and natural product Excessive and invasive manipulation de Barcellos et al, 2010

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22 CONSUMER LIKING AS A FUNCTION OF TECHNOLOGY COMBINED WITH CLAIMED BENEFIT 2,50 2,00 No specific benefit claimed Safety benefit claimed Health benefit claimed 1,50 1,00 0,50 0,00 PASTURE RAISED ENHANCED NOVEL PACK -0,50

23 THE NPD PROCESS Opportunity Identification, i dea generation and screening Concept and testing Technology selection and Selecting the right technoloqy is important for new product acceptance Prototype and trial production Acceptability of technology Launch and follow-up may depend on what it is used for 23

24 THE NPD PROCESS Opportunity Identification, i dea generation and screening Concept and testing Technology selection and Prototype and trial production Launch and follow-up 24

25 CONCEPT DEVELOPMENT AND TESTING A concept is a verbal and/or visual description of a new product, including its features, its intended uses and benefits, and intended target group Concepts can and should be tested for acceptance, potential market size, and potential improvements 25

26 EXAMPLE OF NEW PRODUCT CONCEPT Think of a new range of premium pork products inspired by the Scandinavian kitchen. Regional spices such as wild garlic, berries and roots contribute to each meal with a characteristic flavour of the North. Apart from the taste the products are traditionally processed, such as smoked or salted. The Scandinavian kitchen reflects simplicity, purity and freshness of food products. Attached cooking suggestions to the product packaging enable each consumer to experience the true taste of Scandinavia. One package contains 500g (ideal for two portions). Scandinavian kitchen products are available in selected retail stores and gourmet sections at department stores. 26

27 A MODEL FOR CONCEPT TESTING TASTY ELEMENT 1 ELEMENT 2 QUALITY HEALTHY GOOD VALUE ELEMENT 3 ELEMENT 4 ELEMENT 5 CONVENIENCE TIME-SAVING EASY TO PREPARE ELEMENT 6 ELEMENT 7 ACCEPTANCE LIKING INTENTION WTP Kügler et al.,

28 Scandinavian meat products New range of premium pork products Regional spices such as wild garlic, berries and roots Characteristic flavour of the North QUALITY TASTY HEALTHY GOOD VALUE Traditionally processed, such as smoked or salted Scandinavian kitchen reflects simplicity, purity and freshness CONVENIENCE TIME-SAVING EASY TO PREPARE cooking suggestions experience the true taste of Scandinavia 500g package (ideal for two portions) Available in selected retail stores Available in gourmet section at department stores ACCEPTANCE LIKING INTENTION SLIDE 28

29 Total N = % 18% 69% Convinced Almost convinced Less convinced DE 11% DK 14% GB 15% 19% 20% 15% 70% 66% 70% N = 316 N = 360 N = 321 SLIDE 29

30 THE NPD PROCESS Opportunity Identification, i dea generation and screening Concept and testing Technology selection and Prototype and trial production Concept tests can give useful Launch and follow-up information on how to improve the concept and on expected market size 30

31 THE NPD PROCESS Opportunity Identification, i dea generation and screening Concept and testing Technology selection and Prototype and trial production Launch and follow-up 31

32 PROTOTYPE DEVELOPMENT AND TRIAL PRODUCTION Development of physical product Small scale production Gives possibility for testing physical product how it communicates its quality to consumers, and how it delivers quality 32

33 1 very bad 7 very good ICOMST 2011 GENT QUALITY PERCEPTION BEFORE AND AFTER TRIAL Trimmed shoulder filet 7 Heather-smoked shoulder filet Dry-cured Smoked with beechwood and heather twigs from the heaths of Jutland before trial after trial 1 Saeed et al., in preparation

34 THE NPD PROCESS Opportunity Identification, i dea generation and screening Concept and testing Prototype tests allow to test how consumer perceive quality before the first purchase Technology selection and communicated quality and after the first purchase experienced quality Prototype and trial production Launch and follow-up 34

35 CONSUMER INPUT IN THE NEW PRODUCT DEVELOPMENT PROCESS Success with new products can be increased by making use of appropriate techniques for obtaining consumer insight Consumer insight is useful in all phases of the product process from opportunity identification to launch Importance of technology acceptance both process and product need to be tested Importance of obtaining insight both on the communicational and the sensory aspects of a new product 35

36 ACKNOWLEDGEMENT The authors gratefully acknowledge the EU financial support participation for the Integrated Projects Q-PORKCHAINS FOOD-CT and PROSAFEBEEF FOOD-CT under the EU 6 th Framework Programme (PF6) and support from the Danish Ministry of Food, Agriculture and Fishery s Innovation Law scheme to the project Produktudvikling og branding af dansk kødkvæg. 36