Product Design

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Universitatea de ştiinţe agricole şi medicină veterinară Cluj-Napoca
Facultatea de Agricultură

NEW PRODUCT LINE DEVELOPMENT
Dark Chocolate with Omega 3

Masterand: Onaca Andra Maria
Anul I FQM

-2009-

TABLE OF CONTENTS

1. Introduction……………………………………………………..………………………3

1.1. Basic Product Development Process Flow………………………….………………………..3

1.2. Challenges in Today’s Environment…………………………...…………………………….4

1.3. About Company…………………………………….…………………………………………6

2. New Product Development Process……………………………………………………9

2. 1. IDEA GENERATION……………………………………………………………………….9

2.1.1 Braibstorming………………………………………………………………………10

2.1.2. SWOT Analysis…………………………………………………………………….14

2.2. SCREENING…………………………………………………………………………………15

2.3. CONCEPT DEVELOPMENT AND TESTING…………………………………………...16

2.4. BUSINESS ANALYSIS……………………………………………………………………...17

2.5. PRODUCT AND MARKETING MIX DEVELOPMENT………………………………..19

2.5.1. Chocolate Manufactory Process………………………………………………….20

2.5.2. How is Omega 3 microencapsulated ……………………………………………..21

2.5.3. How chocolate with omega 3 is made…………………………………………….23

2.5.4. Nutrition Facts………………………………….………………………………25

2.6. MARKET TESTING……………………………………………...…………………………26

2.7. Technical Implementation ……………………………………………………...27

2.8. . COMMERCIALIZATION………………………………………………………………...27

References…………………………………………………………………………...28

Anexne…………………………………………………………………………………….29

1. Introduction

1.1. Basic Product Development Process Flow

I will start off first with a very basic product development process flow. When a new product project is initiated, the steps entail defining the product concept, identifying consumer needs and product benefits, and determining the target consumer demographics. Finally, a key objective of the project is to make the business case for the product “can the company make money on the product?” These steps define the product, the consumer, and all the key elements that should make a product that consumers want and that will make money for your company (fig.1). After these steps are defined, developing the product is initiated. Key steps in developing the product are figuring out how to make it on a commercial scale, identifying product and microbiological issues, and any regulatory concerns. Once an acceptable prototype product is developed, the process is scaled up from bench-top to pilot plant and then to the manufacturing location to confirm production feasibility and potential scale-up effects on the product. Gearing up for production and product launch, one needs to prepare all the technical documents that identify the product formulation, ingredients, packaging, and manufacturing process. During this stage, the rest of the organization is working on finalizing the business plan. The marketing and sales groups finalize the launch plans including launch regions, target customers, advertising, and the action standard for success. The manufacturing group isreviewing process equipment needs and other issues related to start-up of a new product.

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Figure 1. The product creation process

1.2. Challenges in Today’s Environment

Figure 2 indicates the challenges faced in today’s customer-supplier relationship. There are both positive and negative implications from this new situation.

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Figure 2. Challenges in today’s environment.suppliers

The first challenge is speed—everybody hears this all the time. We need to launch new products faster with fewer resources. Package good companies are getting very good at managing projects, figuring out how to multitask to get everything done. And companies that are leveragingsuppliers find that suppliers are willing and able to move faster and to take on risk alongside them....
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