Role of market research in product development

Identify needs (problem, need, opportunity)
 - find the target market

Economic viability
 - will the product make a profit
 - will the product survive in the market

Consumer Feedback
- surveys
- ask at shopping centres
- consumer feedback
- sensory tests (samples, formal testing)


Promotion of new products

Marketing Mix

• product (ingredientsm processing, packaging, brand name)
• price
• promotion (adavertising, sales, sponsorship..)
• distribution

promotional techniques - competitions, advertising, celebrity endorsements, displays, shelf position