Product development with greater success
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Declan McFadden, President SYMRISE Asia Pacific How to Manage New Product Development with Greater Success? A Flavor House Perspective Singapore FHA 2012
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Transcript of Product development with greater success
Declan McFadden,President SYMRISE Asia Pacific
How to Manage NewProduct Developmentwith Greater Success?
A Flavor House PerspectiveSingapore FHA 2012
What is the cost of a flavor in a newproduct development?What is the cost of a product’s flop?
FLAVOR & NUTRITIONOUR STRATEGY
AGENDA: HOW WE CREATEMARKET LEADERS
2. Consumer Insight
1. Lifestyle
3. Sensory science
6. Flavor & Conceptcreation
7. Concept testing
8. Brand specificcustomisation
9. Consumervalidation
Understand Develop Launch
4. Brand analysis
5. Flavor trends
TechnicalRestrictions
BrandStrategic Vision
Speed to market
PAGE 5
WHAT DOESTHE CONSUMER WANT?
PleasureHealth
LONGING FOR BALANCE: HEALTH & INDULGENCE
1. SYMRISELIFESTYLE RESEARCH
FAST…AND SLOW INTENSITIES IN ASIA
2. CONSUMERSKNOWING WHAT THEY WANT
PAGE 8
…through their dayconsumers search out
moments of holistichealth,
pure pleasure or a bitof both…
HOLISTIC
HEALTH
PURE
PLEASURE
… but the one thingthey will
never compromiseon is
great taste.
FUNCTIONALVALUE
NUTRITIONALBALANCE
NATURALQUALITY
AUTHENTICEXPERIENCE
EXCITINGSENSATIONS
HOLISTIC
HEALTHPURE
PLEASURE
MEAT VEGETABLE VANILLAsimply vanilla®
MINTthink mint®
CITRUSNaturally Citrus!® RED FRUITS TASTE
MODULATION
2. CONSUMERSKNOWING WHAT THEY WANT
Symrise interpretation
CONSUMER RESEARCHPARTNERSHIP WITH OUR CUSTOMERS
I consume instantnoodles by itself,
consuming nothingbefore or after meal,and with plain water
I consumeinstant noodlesalone and at
homeI consume instant noodlesbecause it is quick andconvenient to prepare
I consume the soupversion the most
2. CONSUMER INSIGHTSWHAT DO CONSUMERS SAY? (noodles in Asia)
3. UNDERSTANDING TASTESENSORY SCIENCE (Coffee example)
PAGE 12
BRAND 1 Sensory Spider Plot
0.0
2.0
4.0
6.0Instant Coffee
Ground Coffee
Roasted
Buttery
Cooked Sugar
Malty
Phenolic
Herbal
Cocoa
Condensed Milk
Milky
Creamy Mouthfeel
Thick Mouthfeel
Sweetness
Saltiness
Sour
Bitter
Astringent
CHINA
JAPAN
TAIWAN
KOREA
AUSTRALIAINDONESIA
THAILAND
MALAYSIA
PHILIPPINES
SINGAPORE
3. UNDERSTANDING TASTEINSIGHT TASTE PROFILING BY COUNTRY
Japan
Korea
ChinaTaiwan
AustraliaChina
Taiwan
RoastedGround Coffee
Burnt
NuttyCocoa
MilkyCreamy
Thick Mouthfeel
Cereal MaltInstant Coffee
Condensed Milk
Vanillin
Bitter
Caramelic
Buttery
PAGE 14
4. UNDERSTANDING THE BRANDStarbucks (Japan example)
rich
happy
trendy
espresso
Premium price
special treat
satisfaction
adultsindulgent
flavourful
4. UNDERSTANDING THE BRANDASSESSING FLAVOR GAPS & OPPORTUNITIES
Ginger
Coffee
Banana
Vegetables
Super Fruits
Blueberry
Citrus
Mint
PAGE 16
5. FLAVORS KNOWLEDGELINKING MARKET KNOWLEDGE TO TASTEEXPERTISE
Chocolate
Strawberry
Cheese
Nuts
Caramel
Char-grill
Cream
Rum
Mango
Honey
Maple
Brown Sugar
Acerola
Citrus
Tea
Yuzu
Herb
Soy/soymilk
Tea
Citrus
Yogurt
Spice
Chili
Wasabi
Sour fruits
Exotic flavors
WE CREATE MARKET LEADERS
2. Consumer Voices
1. Lifestyle
3. Sensory science
6. Flavor & Conceptcreation
7. Concept testing
8. Brand specificcustomisation
9. Consumervalidation
Understand Develop Launch
4. Brand analysis
5. Flavor trends
TechnicalRestrictions
BrandStrategic Vision
Speed to market
Coffee
Flavors
SYMRISESPECIALTIES
SYMRISENatural Aroma
Chemicals
SYMTRAPCoffee
Nature identical
Nature IdenticalNatural
Natural
Key Coffee Raw Material Palette
SYMTRAP COFFEE SPECIALITIES
6. FLAVOR & CONCEPT CREATIONWITH SYMRISE TECHNOLOGIES
HOLISTIC
HEALTH
PAGE 19
PURE
PLEASURE
Concept Creation
6. FLAVOR & CONCEPT CREATIONGETTING ALL EXPERTISE TOGETHER TOCREATE WINNING TASTE (examples)
COLAREGULAR
COLACHERRY
COLALIGHT
COLAZERO
COLA PLUSVITAMINS
7. CONCEPT TESTINGSCREENING WINNING CONCEPTS(Kids study examples)
8. CONCEPT VALIDATIONTHROUGH TASTING WITH CONSUMERS
PAGE 22
9. OUR PROMISETO OUR CUSTOMERS
We create taste consumers love…
ROLE OF SCSIN SYMRISE
COMMONLANGUAGE
Technical Language Marketing Language
Consumer LanguageBusiness Language
Are the products different?30 internal people, no training
A FEW HOURS
How do products differ?8-12 external panelists
Intensive training3 WEEKS
How much are the productsliked?
120 consumers, no trainingA FEW WEEKS
3 SIDES OFSensory & Consumer
Science
DISCRIMINATIVE TESTS DESCRIPTIVE TESTS CONSUMER TESTS
Triangle TestDuo Trio Test
Quantitative DescriptiveAnalysis (QDA)
EthnographyOnline surveysFocus Groups
Central Location Test (CLT)
QUANTITATIVE DESCRIPTIVE STUDYPRINCIPLE
DESCRIPTION OF ALLFOODS & BEVERAGES
MarketFlavordirections
Flavordirectionsofprototypes
Sensoryfingerprintsof foods/beverages
TRAINED PANELISTS(in Symrise: n=35)
CONSUMER STUDIESDIFFERENT TYPES
MEETING WITHCUSTOMER
IN HOUSEPROCEDURE
DEVELOPMENT
MARKET RESEARCHAGENCY SELECTIONCONSUMER FIELD WORK
IN HOUSEDATA
ANALYSIS
CREATE CONSUMERRELEVANT FLAVORS
DESCRIPTIVE STUDIESQuantitative Descriptive AnalysisTM
TRAINING MEASUREMENT
DESCRIPTORSDEVELOPMENT
DEFINITIONS&
REFERENCES
INTENSITY TRAINING
FINALMEASUREMENTS
QDATM
PANELPERFORMANCES
BOILED CHICKENWHITE MEATRAW GARLICPEPPER
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