Week 1 - NPD Why and How

Question 1

Can you give some reasons for NPD

Answer 1

1- Changing consumer needs
2-For competition
3-Changing societal issues (ex perception of food dye)
4-New legislation
5- More knowledgable consumers (education and access to information).
6- Demographical changes (age and immigration).

Question 2

Complete the following sentence : A ___ approach is essential to be successful in the food market.

Answer 2

consumer-oriented

Question 3

How did consumer evaluate quality in the past?

Answer 3

with the intrinsic factors of food.

Question 4

Nowadays, consumers evaluate the quality based on ___ and __ factors

Answer 4

extrinsic

intrinsic

Question 5

Give examples of intrinsic factors

Answer 5

1. smell, texture, taste
2. Appearance, shape, size
3. Nutritional value
4. Shelf life
5. Safety
6. Packaging

Question 6

Give examples extrinsic factors

Answer 6

1. organic production
2. Welfare
3. Fairtrade
4. Brand
5. Conveniencee
6. Customer service

Question 7

What are extrinsic factors?

Answer 7

It is the things you can’T perceive when you go to the shop because they are external. They are not about the product themselve but from the whole.

Question 8

What are intrinsic factors?

Answer 8

Factors that can be perceived when looking at the food, they are inherent to the food.

Question 9

What are the categories of food products

Answer 9

1- Me too products
2- Repositioned existing products
3- New packaging of existing products
4- Line extensions
5- Reformulated products
6- Other forms of existing products
7-Co innovation
8- Innovative 
9- Creative true new products

Question 10

What are me-too products?

Answer 10

products that are the same but a different brand

Question 11

What are repositioned existing products?

Answer 11

a product that has a repositioned marketing for a property it already had but now the benefit of that property is advertised to consumers (margarine with high vitamin E).

Question 12

What kind of product would be a the use of MAP for an already existing product

Answer 12

New packaging of existing products

Question 13

Diet coke would be an example of ____ category of new product

Answer 13

line extensions

Question 14

What is the most common type of new product

Answer 14

line extensions

Question 15

What is reformulate products?

Answer 15

Existing products that get a new formula without changing the product’s characteristics.

Question 16

What could be the reasons for reformulating a product

Answer 16

1. reduce the cost
2. Irregular supply of raw material
3. Take advantage of the availability of new ingredients

Question 17

What is “other forms of existing products” new products?

Answer 17

It is the change of a product that already exist into another form.
Example, canned soup into dried soups.

Question 18

What is co-innovation?

Answer 18

joint effort of two companies to form a new product. Gor example candy bar topped yogourt.

Question 19

What is innovative new products?

Answer 19

More rigourous change. These changes in the product must have an added value and solve a problem. An example is the yogourt with a compound to increase satiety.

Question 20

What type of product is this : This type of products is described as one newly brought into existence, i.e. a never-seen-before product, no look-alikes!

Answer 20

Creative products

Question 21

What are the 7 consumer profiles seen in class

Answer 21

1-  Health conscious
2- Price conscious
3- Hedonic 
4- Nature and animal loving
5- Variety seeking consumer
6- Environment conscious
7- convenience

Question 22

What do environment-conscious consumers focus on?

Answer 22

sustainability

Question 23

What are the characteristics of environment-conscious consumers?

Answer 23

1-prefers unprocessed, regionally produced foods (fresh) that are in season, or
2-foods from short production chains,
3-foods from organic farming,
4-focuses on technological efficiency

Question 24

What do nature and animal loving consumers focus on?

Answer 24

animal welfare

Question 25

What are the 5 goldenburg's creativity templates

Answer 25

1. Subtraction 2. Multiplication 3. Division 4. Task unification 5. Attribute dependency change

Question 26

What are the characteristics of nature and animal-loving consumers

Answer 26

1- interesting in methods of production 2- concerned about GMO 3- Focus on ethical efficiency

Question 27

What are the characteristics of health-conscious consumers

Answer 27

1- prefers products that are in line with the current health trends.

Question 28

What do health-conscious consumers focus on?

Answer 28

health

Question 29

What do convenience consumers focus on?

Answer 29

preparation time

Question 30

What are the characteristics of convenience consumers

Answer 30

``` Characteristics: ●goes for snacks, fast food, take-out meals, ●ready-to-eat meals, ●foods that are easy to prepare, ●restaurant food ```

Question 31

What do hedonic consumers focus on?

Answer 31

taste

Question 32

What are the characteristics of the hedonic consumers?

Answer 32

1- prefer exotic specialities 2- Foods with added value, entertainment and pleasant time 3- restaurant food 4- foods with high sensory qualities

Question 33

What do price-conscious consumers focus on?

Answer 33

money

Question 34

What are the characteristics of the price-conscious consumers?

Answer 34

1- prefers homemade meals | 2- ingredients of favourable price and quality

Question 35

What do variety seeking consumers focus on?

Answer 35

change

Question 36

What is the subtraction ?

Answer 36

removing of an attribute for example dried milk

Question 37

What is the multiplication ?

Answer 37

copy of an existing product component and then alter in some way. for example adding a special comparatiment for strawberry puree in yogourt

Question 38

What is the division ?

Answer 38

reconfigure of a product. For example a wok meal that the consumer needs to assemble. Division cna be physicial, functional or for preservation.

Question 39

What is the task unification ?

Answer 39

Assign a new, additional task to an existing element of a product. For example ketchup bottle that is upside down and can squeeze precisely the ketchup.

Question 40

What is the attribute dependency change ?

Answer 40

Change of an attribute of the product dependant on the environment, ex : coorslight cans.

Question 41

The use of creativity templates in food product development is particularly useful to get ____ by the consumer because it provides ___

Answer 41

more complex products accepted | something familiar

Question 42

What are the consideration to have a successfull food product

Answer 42

●Take the consumeras point of departure ●Cater for many different groups of consumers ●Consider that consumers nowadays use a broad concept of product quality ●Keep up with new technological developments ●Source raw materials from all over the planet ●Produce efficiently and effectively (chain approach)