Promotion of new products

Did you know.....

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's bookkeeper Frank Robinson.

Birth of Coca Cola

Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted "Coca Cola" into the flowing letters which has become the famous logo of today.

The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss.

Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut.  

....now watch this

http://www.coca-colacompany.com/videos/animated-history-of-coca-cola


The Product Launch!

Get a famous person to promote it....

Use bright colours....

Have it on the centre shelf in the aisle......

Pick the right stores in which to sell....


What is your strategy?

Come up with a catchy slogan or jingle to promote your product.

Make a 30 second video promoting your product.

Steps in Product Development

P (e) R (e) O (e) D (e) U (e) C (e) E

Design - may be prompted by the manufacturer's need to

• cut costs
• respond to a change in the market
• a competitor being really successful
• consumer need not being met
• environmental concerns

A team of people work on setting up a brief and working through the steps to develop a new product.

Each step is evaluated.

P - define the problem/opportunity/need and create a brief

R - research to clarify needs/wants/target market

O - come up with original ideas

D - design some ideas/products that suit the brief and budget - develop a prototype

U - check to see if it works - is it useful

C - create the prototype product and packaging and do testing

E - evaluate the product and the market - sensory testing

The textbook puts this process in slightly different terms

Use either PRODUCE of the headings in the text to come up with a plan for your biscuit/cake mix.

Impact of past and present food product innovations on society

SEEN

Social/cultural impact

1900-1950 - innovations in labour saving devices (refrigerator, electric mixer, supermarkets) meant saving time, saving money, greater choice

2000 + - products develop to match our lives. More money but less time, tailored packaging.  Chicken Tonight was the first to offer a meal solution in a jar.
Market research showed arborio rice sales rose, so they developed a risotto sauce product.
20 years ago it was hard to find arborio rice.
40 years ago there were 2 types of rice readily  available - long grain, short grain.

Economic impact

Australians seem to be willing to try new products. More money and less time means a search for quick and easy lunches for children, prepackaged snacks, easy dinners and entertaining.

Environmental impact

                           problem

Sustainability (land degradation, salinity, deforestation)    
Waste  (land fill, cost, recycling)

                        possible answers

organic farming, vegetarian options, GM foods, .............., ............

Nutritional impact

diet impacts morbidity and mortality

Government health organisations have recommended ways to reduce this impact.
Diet contributes to

• heart disease
• stomach cancer
• bowel cancer
• stroke
• diabetes
• obesity

Many food products now have labels on them to help consumers make informed choices.

Can you recognise these symbols and signs? Collect your own to put into your book.

Reasons for developing food products

Consumers get bored and are always wanting new products.

Competition in the market place.

Changes in the law require alterations to products (eg labelling, additives)

                             Market Concerns

consumers want or need specific products
     eg - Mint Kit Kat, dark Kit Kat, low fat Kit Kat, lactose free Kit Kat, low salt Kit Kat.
            eg..............................    ..............................   ................................

technological developments
     eg - lots of people have a microwave so companies make foods that can be microwaved
           eg..............................    ................................   ................................

increasing company success - lots of money goes into developing products
     3 areas

• innovative products eg double ups, Up & Go
• line enhancements  eg  new flavour, low fat, high fibre
• copy-cat lines   eg cola                          

Of what is this an example?

                             Consumer Demand

Consumer demand can drive changes in products 

     eg small loaves of bread for a single person household, large bottles of milk for big families.

Consumer demand can drive changes in packaging

    eg tamper proof packaging.....each person come with and example of tamper evident packaging

                            

                               Special Applications

Take a normal, common dish and adapt it for some special purpose

       eg spaghetti bolognese

• in a can (for convenience or travel)
• in a simmer pack (for mess free preparation)
• frozen (for a quick meal for the family)

special applications

1. defence forces (rations, light weight, energy and nutrient dense)
2. camping  (flat, dry, single portions, low rubbish, light)
3. space foods  ( small, special packaging, tasty)
4. medical foods ( suited to the medical condition, supplements)
5. airline food  ( prepared ready to go, light, safe, attractive)
6. see how many others you can think of.....

                      Target Market Changes

ageing....single people living alone, 

smaller households....convenience foods, busy lifestyles

multicultural...diversity of foods, ....

homework - check out the stores and find how many varieties of Tim Tams there are.
homework - bring in an example of a tamper evident package/device.