An Integrated Approach to New Food Product Development / Edition 1

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

Overview

New products often fail not because they are bad products, but because they don't meet consumer expectations or are poorly marketed. In other cases, the marketing is spot on, but the product itself does not perform. These failures drive home the need to understand the market and the consumer in order to deliver a product which fulfills the two equally important goals of consumer trial and repeat purchase. The linkage of these issues is often compromised in the "innovate or die" world of corporate new products. An Integrated Approach to New Food Product Development explores this inter-relationship and the inter-relationship of the key disciplines essential for marketplace success.

Proven Approaches from Industry Experts

The book introduces The Success Equation based on the interrelationship of the key tasks critical to defining and executing for new product success. The sections that follow highlight the importance of every task and the impact of each disciplines’ contribution throughout the process in optimizing the success of the product. The book explores integration of all parts, from defining consumer needs and food concept to understanding the importance of positioning, packaging and trade, to the technology and manufacturing required to accurately meet these needs. The Success Equation encompasses the elements that not only dramatically increase a product’s success, but also make that success increasingly sustainable.

Combines Solid Theory with Actual Marketing Practice

The text blends academic, ivory tower research with the experiences of seasoned, real market practitioners, which when combined, provide the tools for successful new product innovation. The concise, hands-on information includes advanced and emerging innovations in management, marketing, technology, strategy, consumer research and sales. The integrated coverage provides a complete picture of the expertise and knowledge needed to leverage new product development into commercial success.

Product Details

ISBN-13:	9781420065534
Publisher:	Taylor & Francis
Publication date:	06/24/2009
Edition description:	New Edition
Pages:	504
Sales rank:	997,491
Product dimensions:	6.30(w) x 9.40(h) x 1.30(d)

About the Author

Howard Moskowitz is president of Moskowitz Inc., founded in 1981. Dr. Moskowitz is an experimental psychologist in the field of psychophysics and inventor of world-class market research technology

Sam Saguy is a Professor of Food Science and Technology at The Robert H. Smith Faculty of Agricultural, Food and Environment, The Hebrew University of Jerusalem, where he held the position of the Faculty Director of Research Affairs. He teaches graduate courses on New Product Development, Kinetics and Quality Loss during Processing and Shelf-life, and an undergraduate course on Unit Operations in Food Engineering and Food Technology.

Tim Straus is an innovative marketing specialist experienced in the development of new products, new distribution channels and the set-up of new ventures within food organizations. For 25 years, he has applied his unique combination of marketing talents to help a full range of companies grow existing lines and successfully enter new categories.

Table of Contents

The Agenda for Successful New Product Development. New Product Success Equation: Building Success into the New Product Development Process A.K.A. An Objective-Based Product Development Process. Defining and Meeting Target Consumer Needs and Expectation. Strategic Planning. Innovation as Science. Innovation: Integrated and Profitable. Innovation Partnerships as a Vehicle toward Open Innovation and Open Business. Trend Monitoring: Sorting Fad from Long-Lasting Profi t-Building Trends. Wide World of New Products: A Unique Perspective of New Products around the World That Have Hit Their Mark with the Consumer. The Right Food. Consumer Product Goods Product Development Processes in the Twenty-First Century: Product Lifecycle Management Emerges as a Key Innovation Driver. Personalizing Foods. Creating Food Concepts to Guide Product Development and Marketing. Defi ning and Meeting Customer Needs—Beyond Hearing the Voice of the Consumer. Observing the Consumer in Context. Getting the Food Right for Children: How to Win with Kids. Proper Packaging and Preparation. Food Packaging Trends. Evolution of Sensory Evaluation: How Product Research Is being Integrated into the Product Design Process through Insight Teams. Relevance Regained: Designing More “Democratic” Domestic Kitchen Appliances by Taking into Consideration User Needs and Other Relevant Opinions. Chef Formulation and Integration: Ensuring that Great Food and Food Science Work Together. Gastronomic Engineering. The Right Preparation Technique. Recent Developments in Consumer Research of Food. Positioned Correctly at the Shelf and in the Media. Getting the Package and Web Site Graphics Right with Consumer Cocreation. Getting the Positioning Right: Advertising Planning. Meet Corporate Logistics and Financial Imperatives. The Importance of Product Innovation. Alternative Processing Methods for Functional Foods. Accelerated and Parallel Storage in Shelf-Life Studies. Commercialization and Manufacturing. Index