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Last updated on 2024年5月8日

What do you do if your food manufacturing company needs a successful product launch?

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Launching a new product in the food manufacturing industry can be as thrilling as it is daunting. Your success hinges on meticulous planning and execution. You must understand your market, create a standout product, and ensure your launch strategy is bulletproof. Remember, the goal is to not only introduce your product but to establish a lasting presence in the marketplace. So, roll up your sleeves, because a successful product launch requires your full attention and a strategic approach.

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Andrey Bulatov

Top Sales Engineering Voice ?? Setting New Standards in Baking ??10.000+ followers
Edward Sojo

CEO | COO | Operational Excellence | Business Transformation | Operations Turnaround | Lean Six Sigma | Supply Chain |…
Robert G.

Director of Innovation - Food/Packaged Goods

1 Market Research

Before you dive into production, you need to know your audience. Conducting thorough market research is crucial to understand consumer needs and preferences. This involves analyzing trends, identifying gaps in the market, and scrutinizing your competition. With this data, you can tailor your product to meet the exact demands of your target demographic. Remember, knowledge is power; the more you know about your potential customers, the better you can serve them.

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Robert G.

Director of Innovation - Food/Packaged Goods
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In my experience, the most successful products were solutions to pain points or unmet needs that consumers were willing or eager to adopt. I’ve seen a lot of good products based on voids or trends fail because the benefits weren’t strong enough to change behavior. They were a nice to have, not a need to have, which is the gold standard in new innovations.

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Edward Sojo

CEO | COO | Operational Excellence | Business Transformation | Operations Turnaround | Lean Six Sigma | Supply Chain | Value Creation | Business Development | Organization Development | CSCO
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Any new product must meet the needs of the consumer. To begin, it's important to comprehend the unmet requirements of current or potential customers. Even the needs that they have not mapped as satisfied must be included in their gaze. Lastly, it's advisable, but not essential, to select new products that fit your current capabilities. By doing this, you can pay more attention to customer needs and less on acquiring or developing capabilities that your company lacks currently.

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2 Product Development

Once you've identified a market need, it's time to develop a product that fills it. This process includes recipe formulation, selecting quality ingredients, and ensuring your product meets safety and regulatory standards. You must also consider packaging design, which plays a key role in attracting customers. Your product should not only taste great but also look appealing on the shelf. It's a delicate balance between form and function, but getting it right is essential for a successful launch.

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Andrey Bulatov

Top Sales Engineering Voice ?? Setting New Standards in Baking ??10.000+ followers
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When comparing recipes, it's crucial to also consider the production process. Sometimes, a great-tasting product can be made with less investment in machinery and shorter production times. It's important to test these methods at your supplier's innovation center or your own facilities to ensure the final product meets expectations. For example, the process for making toast bread in the US differs from that in Europe, often involving different machinery and taking up to two hours less. This shows the importance of aligning production strategies with cost and quality goals.

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Edward Sojo

CEO | COO | Operational Excellence | Business Transformation | Operations Turnaround | Lean Six Sigma | Supply Chain | Value Creation | Business Development | Organization Development | CSCO
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An additional element I would recommend is to clearly understand the supply chain and go to market. Ensure that the ingredients or inputs have a good offer and are not scarce by finding reliable suppliers who have the strength to support the success of the new product on the supply front. On the other hand, the route to the market must be well understood to plan the most efficient and reliable way to get the product to the consumer in time and in the form.

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Juma Abdallah

Sales Analyst
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I remember few years back while still at Fayaz Bakery we did a successful "cake testing" exercise with focus on loyal customers. The exercise caught walk in customers by suprise and indeed it was a success. However before the launch enormous research had been done on the product in a view to adress the nutritional and health content.

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3 Branding Strategy

Your product's branding is its identity. It's what makes it recognizable and differentiates it from competitors. Crafting a strong branding strategy involves choosing the right name, logo, and messaging that resonate with your target audience. Your brand should tell a story that aligns with your company values and customer expectations. Effective branding will create an emotional connection with consumers, which is invaluable for product loyalty and success.

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Edward Sojo

CEO | COO | Operational Excellence | Business Transformation | Operations Turnaround | Lean Six Sigma | Supply Chain | Value Creation | Business Development | Organization Development | CSCO
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The power of a brand can be leveraged to create a successful new product. One option is to venture into markets that are adjacent to brands that you already produce and are well-positioned in. The new product can be a supplement to the current line, which will give NPD under that umbrella a better start than if the brand was built from scratch. If a startup requires new brand awareness, an understanding of the consumer's needs, and a potential emotional connection with the product, we can build the best possible positioning.

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4 Production Planning

Transitioning from development to production is a significant step. Production planning ensures that you can meet demand without compromising quality. This includes scaling up your recipe, sourcing ingredients in bulk, and optimizing manufacturing processes for efficiency. It's also vital to plan for quality control checks to maintain product consistency. Adequate planning minimizes risks and sets the stage for a smooth product rollout.

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5 Launch Strategy

A well-crafted launch strategy is the linchpin of your product's introduction to the market. This should encompass marketing campaigns, distribution plans, and sales strategies. Your goal is to create buzz and anticipation before the product hits the shelves. Utilize multiple marketing channels such as social media, email marketing, and in-store promotions to reach a broad audience. A successful launch strategy ensures your product stands out in a crowded market.

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6 Feedback Loop

After your product launch, it's important to establish a feedback loop. This means actively seeking customer feedback, monitoring sales data, and adjusting your strategies accordingly. Customer reviews can provide valuable insights into what's working and what isn't. Use this information to refine your product and marketing efforts. Continuous improvement based on real-world feedback can lead to sustained success and a loyal customer base.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your food manufacturing company needs a successful product launch?

1

2

3

4

5

6

7

1 Market Research

2 Product Development

3 Branding Strategy

4 Production Planning

5 Launch Strategy

6 Feedback Loop

7 Here’s what else to consider

Food Manufacturing

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What do you do if your food manufacturing company needs a successful product launch?

1

2

3

4

5

6

7

1 Market Research

2 Product Development

3 Branding Strategy

4 Production Planning

5 Launch Strategy

6 Feedback Loop

7 Here’s what else to consider

Food Manufacturing

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