Project: Product Development-Haggis

1
Project 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?

• Driver

• Consumers wish
• Changing eating trends
• Preference for value-added product
• Greater nutrition
• Variety of taste

3
Why Is Product Development
Important to McBain?

• Opportunities
• Increase consumer outreach
• Ensure sustainability

• Challenges
• Huge unmet demand for wider range of flavor

4
Research Shows Clients Demand

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

5
Marketing Strategy

• Health Concerns
• McBain wants to promote Haggis as the balance
  source of nutrition
• Low saturated fat

6
Limitations

• Budget

7
Determine food product target(s) based on

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

8
Test Market

• McBain USA Mid West Plant

• Less expensive setup

9
Production Process
Packaging
Meat Mixing
Blending
Additives