Are you tired of hearing these statements?

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What makes a sustainable winning product?
David Jago, Director GNPD Consulting Services05
2005
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Winning products - introductory comment
For every 11 serious new concepts, 3 enter the
development stage, 1.3 are launched, 1 succeeds
It takes up to two years to tell whether a
product will be a long-term success (allowing
time for expected fall-off in sales after the
novelty has worn off) - VP Innovation, PepsiCo
North America
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The new product universe
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What do we mean by new products?
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Ground rules for winning products

• Does it do a better job than whats currently
  available?
• Is it less expensive than existing products?
• Does it provide greater benefits?
• Is it easy to use?
• Is it readily available?

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Ground rules for winning products

• But rules are there to be broken
• Products that are more expensive can be very
  successful
• Benefits can be perceived rather than actual
• Ease of use is not critical to many ready-to-eat
  foods/RTDs
• Distribution is critical, but not every product
  needs the reach of Coke

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Before you start...

• Have you looked at whats been tried before, and
  what you can learn from it?
• Need for thorough concept screening

Walkers Shots, UK (2003) Sunshine Biscuits
Cheez-It Gripz and Keebler Chips Deluxe Gripz,
USA (2005)
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Before you start...

• Does the product fit the company?
• If not, what can you do about it?

Seeds of Change and Cocoa Via (Masterfoods) Ensem
ble (Kellogg)
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Differentiation

• Does it have perceived or actual benefits greater
  than its competitors?

Wrigleys Extra Thin Ice Pringles Dippers
Muller Fruit Corner Snack Size (launched as Minis)
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Key claims/properties

• Are the key claims/properties in tune with what
  consumers need or understand?
• And does the package communicate the benefits?

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In tune with what consumers understand
Kelloggs Rice Krispies Muddles (UK) and
MultiGrain (Scandinavia)
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In tune with consumer needs and desire for
natural
Danones Danacol McNeils Benecol
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In tune with contemporary lifestyles
Weetabix Alpen Cereal Bar
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Geared to the (appropriate) target market
Muller Corner Squeezers (2002) and Yogz Squeezems
(2004)
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Is it memorable?

• Does it have personality?
• Consumers have to understand it and identify with
  it

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Personality
Innocent Smoothies for Kids
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Helping consumers identify with it
Nestle Rowntree Little Notions low calorie
snacks Magnum 7 Deadly Sins ice creams
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Where will it go next?

• How might it react to changing trends?
• How might it be extended to appeal to new groups
  of consumers (with a consistent message)?

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Reacting to changing trends
Good Humor-Breyers CarbSmart, SugarSmart, and
HeartSmart ice creams (Unilever), USA
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Appealing to new groups of consumers
Wrigleys Extra Thin Ice, Extra Mints, Extra Ice
gum
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Does it taste good?
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Finally, dont make it just because you can!
Yogurt for dogs (Germany), high fibre beer
(Japan), banana-flavoured mayonnaise (South Korea)
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We must continue to excite and delight
consumers, or theyll move on(Chris Lowe,
Coca-Cola North America)
Winning products
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