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1
New Product DevelopmentCookie made with insect proteins
GROUP 4Quentin DannaudBobby Antan CaiquoAngela Ijeoma Ugwu
2 Why insects ?
Important roles for nature and humans
3 Why insects ?
Growing population with limited resources
4 Why insects ?
High feed conversion efficiency Environmentally friendly to farm
5 First step: screening ideas
First idea: new product targeting regular cookie consumers
Second idea: Enriched cookie targeting food aid
6 Our product
Incremental innovation Market driven innovation
Technology driven innovation Radical innovation
Existing market
New technology
New market
Existing technology
7 Why market research?
To avoid working on a new product with low probability of success
It guards against potential winning product concept being overlooked
Market research is inexpensive compared to the risk of new product failure
8 Concept Testing PRODUCT NAME: INSECT COOKIE
CATEGORY: Small size insect protein enriched cookie - 100g sachet7 sachets are sealed into strip to allow for a weekly dose distribution
TARGET : Insect cookie is intended for addressing macronutrient deficiency in crisis situations through food aid programmes.
PRODUCT DESCRIPTION: Insect cookie is a ready-to-eat food. It has a similar taste and texture of regular cookies and a light brown colour.
9 Concept TestingCONSUMER BENEFITS:
It will meet RDA for the macronutrient
Enriched with esssential amino acids
Alternate and greener protein source
Healthier and cheap
10 Concept TestingCONJOINT ANALYSIS: Structured questionnaire to find out consumer’s preference
for the following insect cookiesStimuli: Product-driven/unfamiliarData collection: quantitative
Raw Insect cookie Insect milled cookies Insect protein cookies
11 Prototype Testing Product: INSECT COOKIE
12 Prototype Testing Market communication/Advertisement
13 Prototype Testing Panelist will give a judgement based on their expectations and
likeness
Expectation
Reality
14Market research
METHOD; Empathic Design
15 Market research (End users)BASIC FEATURES
STIMULI; Need driven with No stimuli offered
PRODUCT EVALUATION ; No product evaluation done RESPONSE TYPE; No judgement is asked of
the consumer CONSUMER NEEDS; Indirectly derived DATA COLLECTION; Unstructured ACTIONABILITY; Benefits
16 Market research
HOWEVER;
Information is needed on the Nutritional requirements of the target population. Insects indigenous to the geographical area Average family size
17Launch and follow-up
Marketing strategy adjustment Emerging new markets; Demand and preference for products after crisis Body builders
18 Launch and follow up
Product adjustments Based on product familiarity
19
Thank You
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