1

Project: Product Development-HaggisProject: Product Development-Haggis

By the end of year 2005, the new products will be offer:

Existing Products

Traditional Haggis

Americanized Haggis

Vegetarian Haggis

New Assortments

Taiwanese Haggis

Mexican Haggis

2

Why Is Product DevelopmentImportant to McBain?Why Is Product DevelopmentImportant to McBain?

Consumer’s wish

Changing eating trends

Preference for “value-added” product

– Greater nutrition

– Variety of taste

Driver:

3

Challenges• Huge unmet

demand for wider range of flavor

Opportunities• Increase consumer

outreach

• Ensure sustainability

Why Is Product Development Important to McBain?Why Is Product Development Important to McBain?

4

Research Shows Clients DemandResearch Shows Clients Demand

Wider range of variety Traditional Haggis Americanized Haggis Vegetarian Haggis Taiwanese Haggis Mexican Haggis

5

Marketing StrategyMarketing Strategy

Health Concerns:

McBain wants to promote Haggis as the balance source of nutrition

Low saturated fat

6

LimitationsLimitations

Budget

7

a. Volume requirements/ expectationsb. Profit requirements/ expectationsc. Consumer trends and needsd. Technical innovationse. Preliminary economic analysis

Determine food product target(s) based on:Determine food product target(s) based on:

8

Test MarketTest Market

McBain USA Mid West Plant

Less expensive setup

9

Production ProcessProduction Process

Meat Mixing Blending Packaging

Additives