[TITLE WITH CAPITAL LETTERS] K - ICoMST Ghent 2011.pdf · THE NPD PROCESS 17 Opportunity...

TATIONpRÆSEN

20 SEPTEMBER 2011

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

KLAUS G. GRUNERT, JENS O. KÜGLER, FAIZA SAEED, JOACHIM SCHOLDERER

MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR

AARHUS UNIVERSITY

WIM VERBEKE

GHENT UNIVERSITY, DEPARTMENT OF AGRICULTURAL ECONOMICS

ICOMST 2011 GENT

KLAUS G. GRUNERT

20 SEPTEMBER 2011

MAPP CENTRE FOR RESEARCH ON CUSTOMER

RELATIONS IN THE FOOD SECTOR

20 SEPTEMBER 2011

2

http://www.gnpd.com/sinatra/gnpd/images/newzoom&id=1583930&pic_num=0&destWidth=400&destHeight=400&origWidth=400&origHeight=400










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20 SEPTEMBER 2011

WHY NEW PRODUCT DEVELOPMENT?

› New product development 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

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20 SEPTEMBER 2011

LAUNCHES OF NEW PROCESSED MEATPRODUCTS IN EUROPE

4

0

50

100

150

200

250

300

350

400

450

2005 2006 2007 2008 2009 2010

Nu

mb

er

of

new

pro

du

ct

lau

nch

es

Positioning

Convenience

Natural

Suitable for

Minus

Ethical & environmental

Demographic

Plus

Functional

Based on Mintel Global New

Products Database

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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 development is risky – most new products fail on the

market

› Consumer insight can help to reduce the risk of failure

5

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THE ROLE OF CONSUMER INSIGHT

6

Adapted from Im et al., 2003

New product

performance

Consumer

insight

Cross-

functional

integration

NPD team

proficiency

Initiation

Implementation

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THE NPD PROCESS

7

Opportunity

Identification,

idea

generation and

screening

Concept

development

and testing

Technology

selection and

development

Prototype

development

and trial

production

Launch and

follow-up

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20 SEPTEMBER 2011

QUALITY PERCEPTION AS THEORETICALBASIS

CommunicationPhysical

product

Quality

expectations

Trial

purchase

Quality

experienceCommunication Physical product

Quality

expectations

Repeat

purchase

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THE NPD PROCESS

9

Opportunity

Identification,

idea

generation and

screening

Concept

development

and testing

Technology

selection and

development

Prototype

development

and trial

production

Launch and

follow-up

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OPPORTUNITY IDENTIFICATION, IDEAGENERATION 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

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TOOLS FOR OPPORTUNITYIDENTIFICATION

11

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., 2005

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12

-0.80

-0.60

-0.40

-0.20

0.20

0.40

0.60

0.80

0.00

-1.00 -0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40 1.60

Medallions

Gammon Roast

Ribs

Collar Roast

Tenderloin Shoulder

Liver and Kidney

Minced Meat

Sausages

Skewers

Small Cuts

Scallops

Mixed Sliced Meat Stuffed Meat

Cordon Bleu

Marinated

Spaghetti Bolognese Pizza

Lasagne

Cooked Ham

Salami

Cold Cuts

Liver Pâté

Dry Cured Ham

Wieners and Frankfurters

Dry Cured Meat

Pizza Toppings

Canned Meat

Weekday

Any Day

Weekend

Special Occasions

Alone

Family

Friends

Other Company

At Home

Away from Home

Overall Satisfaction

Convenience

Value for money

Taste

Health

ICOMST 2011 GENT

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13

-0.80

-0.60

-0.40

-0.20

0.20

0.40

0.60

0.80

0.00

-1.00 -0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40 1.60

Medallions

Gammon Roast

Ribs

Collar Roast

Tenderloin Shoulder

Liver and Kidney

Minced Meat

Sausages

Skewers

Small Cuts

Scallops


Cordon Bleu

Marinated


Lasagne

Cooked Ham

Salami

Cold Cuts

Liver Pâté

Dry Cured Ham


Dry Cured Meat

Pizza Toppings

Canned Meat

Weekday

Any Day

Weekend

Special Occasions

Alone

Family

Friends

Other Company

At Home

Away from Home


Convenience

Value for money

Taste

Health

ICOMST 2011 GENT

KLAUS G. GRUNERT

20 SEPTEMBER 2011



20 SEPTEMBER 2011

14

-0.80

-0.60

-0.40

-0.20

0.20

0.40

0.60

0.80

0.00

-1.00 -0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40 1.60

Medallions

Gammon Roast

Ribs

Collar Roast

Tenderloin Shoulder

Liver and Kidney

Minced Meat

Sausages

Skewers

Small Cuts

Scallops


Cordon Bleu

Marinated


Lasagne

Cooked Ham

Salami

Cold Cuts

Liver Pâté

Dry Cured Ham


Dry Cured Meat

Pizza Toppings

Canned Meat

Weekday

Any Day

Weekend

Special Occasions

Alone

Family

Friends

Other Company

At Home

Away from Home


Convenience

Value for money

Taste

Health

ICOMST 2011 GENT

KLAUS G. GRUNERT

20 SEPTEMBER 2011



20 SEPTEMBER 2011

THE NPD PROCESS

15

Opportunity

Identification,

idea

generation and

screening

Concept

development

and testing

Technology

selection and

development

Prototype

development

and trial

production

Launch and

follow-up

Numerous techniques for identifying

opportunities

Perceptual mapping technique is a

promising way of finding broad

categories with market potential

ICOMST 2011 GENT

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20 SEPTEMBER 2011

16

ICOMST 2011 GENT

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20 SEPTEMBER 2011



20 SEPTEMBER 2011

THE NPD PROCESS

17

Opportunity

Identification,

idea

generation and

screening

Concept

development

and testing

Technology

selection and

development

Prototype

development

and trial

production

Launch and

follow-up

By combining creativity techniques,

the right people and a screening

device, numerous promising product

ideas can be generated

ICOMST 2011 GENT

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20 SEPTEMBER 2011

THE NPD PROCESS

18

Opportunity

Identification,

idea

generation and

screening

Concept

development

and testing

Technology

selection and

development

Prototype

development

and trial

production

Launch and

follow-up

ICOMST 2011 GENT

KLAUS G. GRUNERT

20 SEPTEMBER 2011



20 SEPTEMBER 2011

CONSUMER ACCEPTANCE OF NEW TECHNOLOGIES IN BEEF PROCESSING

ICOMST 2011 GENT

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20 SEPTEMBER 2011

Marinating by

injection

(for safety)

Marinating by injection

(for healthiness)Marinating by injection (eating quality)

Marinating by submerging

(eating quality)Nutritional enhancement

Shock wave treatment

Muscle

profiling

Thermal processing

CONSUMER ACCEPTANCE OF NEW TECHNOLOGIES IN BEEF PROCESSING

de Barcellos et al, 2010

Simple and

natural product

Excessive and

invasive manipulation

ICOMST 2011 GENT

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21

ICOMST 2011 GENT

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20 SEPTEMBER 2011

CONSUMER LIKING AS A FUNCTION OFTECHNOLOGY COMBINED WITH CLAIMED BENEFIT

-0,50

0,00

0,50

1,00

1,50

2,00

2,50

PASTURE RAISED ENHANCED NOVEL PACK

No specific benefit claimed

Safety benefit claimed

Health benefit claimed

ICOMST 2011 GENT

KLAUS G. GRUNERT

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20 SEPTEMBER 2011

THE NPD PROCESS

23

Opportunity

Identification, i

dea generation

and screening

Concept

development

and testing

Technology

selection and

development

Prototype

development

and trial

production

Launch and

follow-up

Selecting the right technoloqy is

important for new product

acceptance

Acceptability of technology

may depend on what it is used

for

ICOMST 2011 GENT

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20 SEPTEMBER 2011

THE NPD PROCESS

24

Opportunity

Identification, i

dea generation

and screening

Concept

development

and testing

Technology

selection and

development

Prototype

development

and trial

production

Launch and

follow-up

ICOMST 2011 GENT

KLAUS G. GRUNERT

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20 SEPTEMBER 2011

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

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20 SEPTEMBER 2011

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

ICOMST 2011 GENT

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20 SEPTEMBER 2011

A MODEL FOR CONCEPT TESTING

27

ACCEPTANCE

QUALITY

TASTY

HEALTHY

CONVENIENCE

GOOD VALUE

TIME-SAVING

EASY TO PREPARE

ELEMENT 1

ELEMENT 2

ELEMENT 3

ELEMENT 4

ELEMENT 5

ELEMENT 6

ELEMENT 7INTENTION

LIKING

WTP

Kügler et al., 2010

ICOMST 2011 GENT

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SLIDE 28

ACCEPTANCE

QUALITY

TASTY

HEALTHY

INTENTION

LIKING

CONVENIENCE

New range of

premium pork products

Regional spices such as wild

garlic, berries and roots

Characteristic flavour

of the North

Traditionally processed,

such as smoked or salted

Scandinavian kitchen reflects

simplicity, purity and freshness…

…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

Scandinavian meat products

GOOD VALUE

TIME-SAVING

EASY TO PREPARE

0.40-0.08

0.91

0.98

0.98

0.89

0.86

0.82

0.84

0.11

0.13

0.15

0.18

0.16

0.14

0.22

0.18

0.10

0.17

0.17

0.08

0.11

0.11

0.20

ICOMST 2011 GENT

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SLIDE 29

GBDKDE

Total N = 997

13%

18%

69%

Convinced Almost convinced Less convinced

15%

15%

70%

11%

19%

70%

14%

20%

66%

N = 316 N = 360 N = 321

ICOMST 2011 GENT

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20 SEPTEMBER 2011

THE NPD PROCESS

30

Opportunity

Identification, i

dea generation

and screening

Concept

development

and testing

Technology

selection and

development

Prototype

development

and trial

production

Launch and

follow-up

Concept tests can give useful

information on how to improve

the concept and on expected

market size

ICOMST 2011 GENT

KLAUS G. GRUNERT

20 SEPTEMBER 2011



20 SEPTEMBER 2011

THE NPD PROCESS

31

Opportunity

Identification, i

dea generation

and screening

Concept

development

and testing

Technology

selection and

development

Prototype

development

and trial

production

Launch and

follow-up

ICOMST 2011 GENT

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20 SEPTEMBER 2011



20 SEPTEMBER 2011

PROTOTYPE DEVELOPMENT AND TRIALPRODUCTION

› 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

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QUALITY PERCEPTION BEFORE AND AFTER TRIAL

1

2

3

4

5

6

7

1 v

ery

ba

d –

7 v

ery

go

od

before trial

after trial

Saeed et al., in preparation

Heather-smoked shoulder

filet

Trimmed shoulder filet

Dry-cured

Smoked with beechwood and heather twigs

from the heaths of Jutland

ICOMST 2011 GENT

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20 SEPTEMBER 2011

THE NPD PROCESS

34

Opportunity

Identification, i

dea generation

and screening

Concept

development

and testing

Technology

selection and

development

Prototype

development

and trial

production

Launch and

follow-up

Prototype tests allow to

test how consumer

perceive quality before the

first purchase –

communicated quality –

and after the first purchase

– experienced quality

ICOMST 2011 GENT

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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 development 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

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ACKNOWLEDGEMENT

› The authors gratefully acknowledge the EU financial support participation for the

Integrated Projects Q-PORKCHAINS FOOD-CT-2007-036245 and PROSAFEBEEF

FOOD-CT-2006-36241under the EU 6th 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.

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[TITLE WITH CAPITAL LETTERS] K - ICoMST Ghent 2011.pdf · THE NPD PROCESS 17 Opportunity...

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