CREATING NEW FOODS THE PRODUCT DEVELOPER'S GUIDE

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Home Contents About the book About the authors Preface 1. The product development project in the company 2. The organisation of the product development project 3. Product strategy development: idea generation and screening 4. Product strategy development: product concepts and design specifications 5. Product design and process development 6. Product commercialisation 7. Product launch and evaluation 8. Summary: bringing it together 8.10 Textbooks in product development Index of Examples & Problems Useful links Feedback (email link)

CHAPTER 6 Product Commercialisation Project Break 6 Either for your company project, or for another Project you have been using in earlier chapters, or for Project 6 at the end of the Chapter (below).       Identify the marketing, production and financial knowledge that is       needed to develop the plans for commercialising the product(s).       Outline the production, marketing and financial plans.       Describe how the various plans can be integrated to give a       successful launch.       Do you think the launch will be successful?

Project 6: Splash: Water in a Bottle Spring, distilled, purified or enhanced, there's no purer packaging problem than bottled water! What is the product? What is the packaging? The basic waters are:       distilled and purified water which has been treated by distillation, deionization or reverse osmosis       to remove particles and minerals - most notably chlorine - leaving almost no detectable taste;       mineral waters from geologically and physically protected underground sources;       ordinary drinking water, carbon filtered;       artesian water, basically spring water drawn from a well above the aquifer. Most products are 'naturally pure' but some recent ones have had artificial additives such as caffeine and herbs, and have been mixed with fruit juices. The most important distinction between products is the packaging, mostly plastic or glass. The packaging is mainly cylindrical bottles, but top market products have unusual shapes. Many bottles have nipples so that the consumers can drink directly from the bottle. At the same time, bottle and label designs have become more fashionable and eye-catching. The brands also bring variety. Most products have a mania for attaching themselves to a distinctive place of origin. One of the simple strategies for grabbing the attention of shoppers is to give their products a fanciful or downright silly name. The gesture of indulging in bottled water has switched from one of sedentary contentment, poured in a glass, to chin-cocked confidence swigged from the bottle. And yet drinking water retains its sense of self-denial, rendering it a promiscuous display of abstinence. A company is now planning to introduce a Water of the Month Club, each month an exotic water shipped straight to your home. (Source: Pratt, S. and Nemerov, A. (1997) 'Splash', International Design Magazine, November, 6-9. Reprinted with permission. © 1999 Aspen Publishers, Inc.) CHAPTER 7: PRODUCT LAUNCH & EVALUATION Back to the top

Creating New Foods. The Product Developer's Guide. Copyright © Chartered Inst. of Environmental Health. Web Edition published by NZIFST (Inc.)