Npig-Handout-12 03 2019

3/15/2018
NEW FOOD PRODUCT IDEA

GENERATION
Dr. Duong Thi Ngoc Diep

March, 2018
Course outline...
Course will familiarize students with
initial stages of food product

development, including definition and
articulation of a problem, generation of
ideas to solve the problem, screening
of ideas, and the formal presentation
of a new product concept.
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New-Product Development Process

• Idea generation
• Idea screening
• Concept development and testing
• Marketing strategy development
• Business analysis
• Product development
• Test marketing
• Commercialization
8-3
PART I: NEW PRODUCT DEVELOPMENT
i. Significances of new product development
ii. Key components for successful NPD process
iii. Food consumption trends (approaches to new product

development)
iv. Involvement influences buying food products
PART II: FOOD PRODUCTS
i. What is a food product – Product concept
ii. Components of a food product
iii. Product life cycle
iv. Type of new food product
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PART III: NEW FOOD PRODUCT IDEAS GENERATION
i. Sources for idea generation
ii. Idea generation - screening techniques.
iii. Quality function deployment (QFD) – an idea generation

model
PART IV: ORAL PRESENTATION
SUGGESTED READINGS...
• Creating New Foods. The Product Developer's Guide -

the Web Edition
http://www.nzifst.org.nz/creatingnewfoods/
• Earle, M.D. (1997) 'Changes in the food product

development process', Trends in Food Science and
Technology, 8(1), 19-23.
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GENERATION
INTRODUCTION…
• Product development is the process by which a

company does one of two things:
1) Creates an entirely new product that
either adds to an existing product line or
occupies an entirely new niche;
2) Modifies or updates an existing product
• Product development is a basic activity in the
food industry
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• Product:
“is a good, service, or idea
consisting of a bundle of
tangible and intangible attributes
that satisfies consumers”
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Why product development?
- Product life cycle
- Competition
- Consumer demand: innovative
- New technology: high pressure processing

(HPP), extrusion, spray-drying…
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• PLC: new products being introduced, products

contributing to rapid growth, products reaching
maturity, and old products dying.
• A live and enduring PLC: requires a far-sighted

and organized product development program 
directs innovation in line with the objectives of
the company's business strategy.
- Product life cycle (PLC)
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Sales Low sales

Costs High cost per customer
Profits Negative
Create product awareness
Marketing Objectives
and trial
Product Offer a basic product
Price Use cost-plus
Distribution Build selective distribution
Advertising Build product awareness among
early adopters and dealers
Sales Rapidly rising sales

Costs Average cost per customer
Profits Rising profits
Marketing Objectives Maximize market share
Offer product extensions,
Product service, warranty
Price Price to penetrate market
Distribution Build intensive distribution
Advertising Build awareness and interest in
the mass market
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Sales Peak sales

Costs Low cost per customer
Profits High profits
Marketing Objectives Maximize profit while defending
market share
Product Diversify brand and models
Price to match or best
Price competitors
Distribution Build more intensive distribution
Advertising Stress brand differences and
benefits
Sales Declining sales

Costs Low cost per customer
Profits Declining profits
Marketing Objectives Reduce expenditure and milk the
brand
Product Phase out weak items
Price Cut price
Go selective: phase out
Distribution unprofitable outlets
Advertising Reduce to level needed to retain
hard-core loyal customers
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Sales and
Profits ($)
Sales
Profits
Time
Product Introduction Growth Maturity Decline
Develop-
ment
Losses/
Investments ($)
- Competition
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- Competition
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- Competition

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HPP destroys food-borne pathogens

and spoilage organisms, ensuring
product safety and enabling longer
shelf life. Specifically, the technology
destroys food-borne pathogens such as
Salmonella, E. coli and Listeria. This
system helps foods retain more of
their fresh taste, color, texture and
nutritional values than is possible with
other food processing techniques that
depend on chemical additives or heat
treatments.
(Avure Technologies Inc., Pat Adams, 253-850-3500)
aaaaa
aaaaa
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- Competition
- New technology: high pressure processing (HPP),

extrusion, spray-drying…
- Rules to be followed
Codex
GAQP FAO
GMP/GHP GAP
TCVN BIOTERRORISM
TQM
HACCP ACT 2002
ISO 9000:2000 EU Food

TRACEABILITY
Law
ISO 14000 ISO 22000:2005
EUREP GAP
SSOP
TCN SCM DIOXIN
ORGANIC FOODS HALAL FOOD GMO
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Bioterrorism Act:
Title I - National Preparedness for Bioterrorism and

Other Public Health Emergencies
Title II - Enhancing Controls on Dangerous Biological
Agents and Toxins
Title III - Protecting Safety and Security of Food and
Drug Supply
Title IV - Drinking Water Security and Safety
Title V - Additional Provisions
- Competition

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It is significant !!!
"Everyone in industry knows that new products are

essential for viability: If we do not continue to grow, we
die. To grow, a company must continue to learn
(research) and to make a difference in its industry
(pioneer)…. Business, whether it sells waste
management or interstellar communications, janitorial
services, lives through new growth — not through
clones of the past."
(George Gruenwald, New Product Development: Responding to Market Demand)
“Future profits will be derived from future products”
"Innovate or die ? “
"At trade shows, the first thing customers say is,

'What's new?' Every year you have to raise the ante.
If you were not to do it, you'd be left in the dust” –
(The Nations)
“40% of the company’s revenue are from products that

are less than 5 years old” - (Booz Allen Hamilton)
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Significances of NPD
1. To stimulate growth
Growth conveys an image of success to
the investors and the financial community.
2. To respond to competition
Necessary to protect the firm’s
competitive position.
3. To reduce cost
- Enfa of Mead Johnson doubled capacity from 900g to
1.8 kg  cheaper unit price,
- 20g packs of Nutifood affordable for ordinary use
4. To stimulate sales of other items
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5. To utilize the excess

capacity
To enhance cost and resource
effectiveness, firms produce
alternative products to utilize
their excess capacity.
6. Creativity management
7. To increase cash flow and profitability
8. To respond to change in environment
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• The world of food

product development
has changed.
• It is estimated that a
new product is
launched every 20
mins.
• Speed is the fuel that

drives the process.
Types of NPD programs...

• Product improvement,
• Product line extension
• Product re-launch,
• Product innovation.
 Need integration across the company and also

strong leadership from top management: good
communications and sympathetic, informed
leadership.
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• A new product is a combination of several

elements:
- Creativity
- Knowledge transfer
- Design engineering
- Production skills
What and Who involve in NPD...

• Company's internal organization,
• The market and marketing,
• The customers and the consumers,
• The technological ambience surrounding
the company,
• Competitors,
• The social and physical environments in
which the company operates.
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Key Components For Successful

Product Development Process…
• Assess senior management’s commitment to

new product development.
• Finding the right idea.
• Developing business case for the product.
• Development and commercialization of the

concept.
Key Components For Successful

Product Development Process…
• Team approach offers the best for product

commercialization.
• Management provides the money and time.
• Makes to the bottom-line and time frame to go

for short term hits or long term product with own
identity.
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Organization’s commitment…
• Is easier to be successful if an organization understands

management’s commitment to the new product process.
Clues:
a. Quality of mix of staffing that is provided to drive,

direct and manage the PD process – seasoned staff to
fresh staff.
b. An organizational structure that is not overly

bureaucratic and layered.
Finding the right ideas…
• Strategic assessment of current platform of

business (Core competencies and unique
strengths that the company has).
• Consumer assessment
Understand consumer mindset, attitudes,
lifestyle and demographic needs.
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Case Study “McDonald's: Can it Regain its Golden Touch?”
In 1991, Business Week chronicled the millions McDonald's was pouring into
experiments for new products for the US market. In 1998, they listed the flops:
Carrot Sticks: still available as an optional item in some US restaurants.
Fried chicken: This was no McNuggets. Though available in much of Asia, it's off the
menu in the US along with the corn-on-the-cob that came with it.
Pasta: McDonald's tried the old favourites, spaghetti and lasagna, with garlic bread.
Neither is available anymore in the US.
Fajitas: The McDonald's version of this popular Mexican dish never took off, though
it's still available in a few US restaurants.
Pizza: The company devoted an entire annual franchise meeting to talking up this
fast-food favourite. Pizza survives in Canada, but it is no longer in the US.
McLean Deluxe: This low fat sandwich debuted in 1991 to woo health conscious
customers. It was erased from the menu in 1996.
Last successful product: Chicken McNugget in 1983.
The company has now emphasized that the heart of the company's menu will
remain the same - the burger. 'We will extend our line, rather than going in more radical,
Think Break
Product strategies: new products from McDonald's
In the 21st century, McDonald’s have continued to introduce new products and
indeed new part menus, such as breakfast, in the USA.
Look up McDonald’s USA Food News on the web site

http://www.mcdonalds.com/usa/eat/features.html
Suggest the reasons that the company might have in introducing these
products – the consumers and their needs, company strategies, changing
environment.
You will see that there is nutrition information provided on this web site for
consumers. Discuss the main aims of this information as regards product
and menu selection.
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THE PRODUCT DEVELOPMENT

PROCESS
Four important stages:
 Product strategy
 Product design and process development
 Product commercialization
 Product launch and evaluation.
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• Product strategy is a time of laying the

essential foundation;
• Product design and process development is

a time of creativity and innovation;
• Product commercialization is a time of

integrated forward flow;
• Product launch and post-launch is a time of

review and decision-making.
1. Product strategy
Starts with…
1. Generation of new product ideas
2. Outlining of the product design
strategy
It ends with…
1. The product concept
2. Product design specifications
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Desk research
Market data study Technical information search
Product ideas search
Target consumers’ study Marketing info search
Societal, political environment Company environment
Desk analysis
How big is the market? What is the raw material
What are the possible products?
Who are the consumers What is the distribution?

What are society’s attitudes? What is the marketing method?
What are the regulations?
Outcomes
Clearly defined project aim
with target market, product, marketing, processing
Required outcomes from each stage
Constraints from environment and company
SWOT analysis
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SWOT analysis
SWOT analysis
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Stage 2: Product design and process

development
– Technical implementation: Quality management

system, resource estimation, engineering operations,
logistics plan ...  Feasibility report
– Test marketing: produce a physical prototype or

mock-up, test the product (and its packaging) in
typical usage situations, conduct focus group
customer interviews or introduce at trade show, make
adjustments where necessary, produce an initial run
of the product and sell it in a test market area to
determine customer acceptance.
Product design is an essential part

of the product creation process in
equal cooperation with engineers,
marketers and consumer research.
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• Consumer researchers build the consumer/product

relationship throughout the PD process.
• Market researchers analyze markets and design the

marketing and distribution methods in the market
strategy.
• The food engineer and technologist research the

product and the process together in co-engineering
and design the production and physical distribution
methods.
• The food product designer researches the social

and cultural backgrounds and designs the holistic
product.
Product Design
Marketing, product designer Product designer, production

Marketing design Product qualities design
Market predictions, price testing Product qualities optimised
Market channel study Final product specifications
Promotions study Quality assurance building
Production, marketing, process Process designer, engineering,

designer Production
Physical distribution design Plant design
Shelf-life studies, Engineering design, building,
storage, transport research Process control, commissioning
Marketing, production, product designer

Process designer, finance
Integrated product, production, market plans
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Think Break
Discover what are the basic factors

and methods in designing food
products.
Constraints on the product development project

Product Processing Marketing Financial Company Environment
Eating quality Equipment Channels Fixed capital Strategy Local
government
Composition Capacity Distribution Working Structure National

capital government
Nutrition Raw Prices Investment Expertise, Industry

materials knowledge agreements
Packaging Wastes Promotion, Project Location Farmers'

advertising finance agreements
Shelf life Energy Competitors Cash flows Management Economic status
Use Water Size Profits Innovation Business cycle

policy
Safety Personnel Product mix Returns Size Social

restrictions
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Project plan
• List all the major activities
• Place them in logical sequence (project logic flow)
• Time each activity from start to finish (project

scheduling plan).
• Identify the money, resource needs, personnel, for

each activity (project resource plan).
• Identify activities that are critical for time and resource

(project operational plan).
Think Break
Product commercialization: coordination of resources and project
timing
In product commercialization, there is research and development by

the production, marketing, and finance sections of the company as
well as the product development team.
Discuss the problems of coordinating this work?
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Think Break
Product launch: PD methods for large and small numbers of
new products launched per annum
A household appliance company may only launch two or three

products per year, but a large food company may launch 50-100
products.
What effects will these differences in new product numbers

have on the Product Development Process ?
THANKS FOR YOUR ATTENTION !
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FOOD PRODUCT IN NPD

POINT OF VIEW

March, 2018
What is a product?
• A product is not just its physical characteristic

or ingredient.
• It has a more complex meaning called a

product concept.
• Product concept consists of a number of

components: core component, packaging
component and support service component.
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What is a product?
this must provide customer

benefit
core physical engineering, to build a

concept product benefit delivery system
extended = associated delivers the total offer,

product services maximize customer benefit
There is continuous interaction between the 3 layers

of food product and four groups of people:
– Customers
– Product designer
– Technical and marketing
– Product design specs.
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What is a product?
• Consumers define a • Company defines a

product as a bundle product as a basic
of benefits relating to functional product to
its tangible and which it has added
intangible attributes to packaging, aesthetic,
their needs, wants brand, price and
and behaviour. advertising, to give a
total company product.
What is a product?
• Consumers • Company defines a

compare a product new product as
with the ‘old’ one as having some
well as competing differences in the
products; if there is basic function and
difference then, is a aesthetic
new product to them presentation.
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Product development is all

about reconciling these two
points of view
Simple food product definition
A food product is made of several components:
Support service
component
Packaging
component
Core component
(Ingredients)
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• Core component: Refers to the physical

feature of the product.
Example:
1. Breakfast cereal – made of corn, barley,
contains sugar, etc. (the ingredients)
2. Computer – memory, speed, operating
system, etc.
Marketing experts argue that the above

parameters are least important because
many products are similar.
Types of New Products
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Repositioning
- Identity -
• Lucozade brand drink has been in the market for
over fifty years and not doing well. Products
being repositioned as a “glucose energy drink
with orange barley and lemon barley flavor in
a new packaging and in a diet variety”. It
became very successful.
Brand stretching
- same brand name, different product category -
• Rewarding if a brand is well established

e.g Mars chocolate company introduced a
new product named MARS Milk shake.
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Creating New Market

• Making soft drinks over
hot beverages such as
coffee and tea by
venturing ready-to-drink
iced coffee and tea.
e.g Cappucino, espresso,
iced tea.
Creating New Market
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Creating New Market
Modification
• Involves altering one or more features of an
existing product.
• To be more obvious, often modification is done

externally e.g product design.
• This means keeping products up to date and

maintaining the momentum of a product line by
replacing and updating ageing models.
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Differentiation
• Is when both the old and new models are
offered simultaneously for sale. It expands
existing product lines by offering
additional versions of the basic product
concept.
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Diversification
• Addition of different new products for other

application. It broadens offering. Involves
technological as well as marketing
change.
Diversification
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Market Extension
• Market extension means entering

additional markets with current
products to obtain additional sales from
new users.
• Example:
– More target groups
– Exporting
Product Life cycle
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Product Life cycle
• A product, like consumers have a life cycle.

• It is divided into 4 sections:
1. Product introduction
2. Market growth
3. Market maturity
4. Sales decline
Product Life Cycle
maturity
shakeout
decline
growth
introduction
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FOOD CONSUMPTION TRENDS
 Oriented to serve customer needs
 Tendency to personalize
 The expansion of the concept of

food quality
 Globalization trends
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FOOD CONSUMPTION TRENDS 
Approaches to supply chain
 New technologies
 The acceptability of products

by customers
Reading more…
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The acceptability of products by

customers
• Increased consumption of fresh foods:
vegetables, fruits, meats, dairy
• Growing health / nutrition orientation:
specialty foods, quality packaging
• Desire for convenience:
women are part of the work force
• Eating out very common: up to 50 % of food budget
Recall:
Branding is Important
A brand is a name, term, sign, symbol, design, or a
combination of these.
Intended to identify goods or services of one seller

and to differentiate them from competition.
A strong brand reduces the need to search,

and builds in reasons to buy
For packaged food products, branding is critical
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What is a Brand?
The Brand is a simplifier;
it eliminates confusion, and

reduces customer decision time.
It helps the customer

to cut through the clutter.
Brand Image is Very Important
Brand image is the basis for choice when

consumers do not think much about products.
Brand loyalty is very strong, defined as

repurchase of same brand(s)
Most middle class consumers are brand loyal.
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Starbucks: a coffee shop culture ?
Customer choice criteria

at Starbucks in Singapore
three top criteria for choosing Starbucks:
1. shop image / brand image

2. accessibility / convenience
3. ambience
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Example: Halida Beer
Halida beer, north Vietnam

brand personality: patriotic national beer
does very well in pubs, restaurants,

poor sales in outlets for take-home;
patriotism is serious business in Vietnam,

but people want fun at home in private.
Package is very important

in establishing brand image
Package has two key elements:
functional, marketing communications
The communication element is critical in

the store; many consumers do not
choose brand before entering the store.
Brand choice depends on what happens

inside.
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When Do Consumers
Choose Brand?
• Before entering store:
need advertising to get them;
• After already in store:
packaging, in-store sales promotion,
merchandising to get them;
• Many consumers do both
for same product at different times.
Packaging / display are key
much “loyalty” comes from

good in-store attention;
customers often choose

the more attractive package
if they see little difference in quality
willing to pay more for good package

about 10 % if believe product good
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Pricing issues
Pricing strategies can be

• cost based (look inside)
• market based (look outside)
value to the customer must balance against

cost to the company
Market based looks outside
Market based pricing

prices must adapt to
• what customers will pay

(consistent with our image in the market)
• competitors' prices
• regulatory constraints
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Pricing follows Product Life Cycle
in each stage, consider

characteristics of maturity
customers, shakeout
decline
competition
growth
downward pressure
introduction
on prices
Recognition Process
advertising in-store merchandising

& sales promo
view ad & see search

store image similar brain
image
recognize check for familiar = good

negatives
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Both Recognition & Recall

for complete market access
many consumers decide before entering store:

need advertising to get them;
many others decide after already in store:

advertising plants the visual image,
packaging, in-store sales promotion,
merchandising triggers;
many consumers do both

for same product at different times.
Repetition Tactics
repetition - exposure over and over
(without necessarily gaining conscious attention)
high frequency and high consistency

very effective for recognition awareness
TV is a very expensive way to do this,
but sometimes used by major brands.
they spend a lot of money.
radio works well if we do not need
strong visual recognition; use for recall
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Repetition and Information
repetition can get storage of information,

but not processing, i.e.,
not much thinking about the information.
so not much good for evaluation;

but we don't always need evaluation.
why is Pepsi for the young generation?

simply because they told us so often.
Sales Promotion
mainly short-term;
temporary incentive to buy,
immediate information and/or reward.
work best in later stages of buying process
especially for action:

trial (first purchase)
use (repurchase)
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In-Store Objectives
• in-store promo triggers recognition;
• gains attention if already known;
• reminds of past experience;
• differentiates brand
if no brand already chosen.
Strongly Brand Loyal

Less Likely to Use
sales promotions are less effective

when people are strongly brand loyal,
believe one brand is clearly better.
switching for a small promo advantage

requires giving up product advantage;
sales promotions add small value,

only overcome very small differences.
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When They Work Best
consumers do not think much

about product characteristics;
usually low involvement.
trigger for recognition awareness;

trigger for desire to try (innovators)
Similar Products in Acceptable Set
also work when consumers do evaluate,

but see little difference among brands.
sales promotion can gain product choice,

because it supplies a difference.
even works for high involvement products,

if consumers see little difference.
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Price vs. Quality Promotions

Appeal to Different Segments
price oriented: mainly like price promotions
value oriented: value = quality / price;

either type is attractive.
quality oriented: less interested in any

promotions,
but tend to prefer quality when use at all.
overuse can damage image in v, q segments.
Discount Promotions
note: higher discounts can get less response
H
most consumers perceive
quality some relationship;
high discounts more likely
L to make people consider
L price H p / q relationship
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New Product Failures

Reasons and Safe Guards
1. Market too small
Elaboration Suggested Safeguards
Insufficient demand for Market is defined and rough

this type of product potential estimated in the
opportunity identification and
concept test phase.
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2. Poor match for company

Company capabilities do Opportunities are
not match product matched to company’s
requirements capabilities and strategic
plans before starting
developments.
3. Not new/not different

A poor idea that really Creative and systematic
offers nothing new idea generation. Also
early consumer check to
see how idea is
perceived
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4. No real benefit

Product does not offer In the design stage,
better performance perceived benefits of
concepts as well as
benefits from actual
product use are tested
5. Poor positioning or
misunderstanding of consumer
needs

Perceived attributes of Use of perceptual
the product are not mapping and preference
unique or superior. analysis to create well
positioned products.
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6. Inadequate support from

channel
Elaboration Suggested
Safeguards
Product fails to generate Assessment of trade
expected channel response in pretest
support market phase
7. Forecasting error

Overestimation of sales Use of systematic methods
in design, pretest, and test
phase to forecast
consumer acceptance
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8. Competitive response

Quick and effective Good design and strong
copying by competitors positioning to preempt
competition. Quick
diagnosis of and
response to competitive
moves
9. Changes in consumers taste

Substantial shift in Frequent monitoring of
consumer preference consumers perceptions
before product is and preferences, during
successful development and after
introductions
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10. Changes in environmental

constraints

Drastic changes in key Incorporation of
environmental factor environment factors in
opportunity analysis and
design phases. Adaptive
control.
11. Insufficient return and

investment

Poor profile margins and Careful selection of
high costs markets, forecasting of
sales and costs and market
response analysis to max
profits
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12. Organizational problems

Intra-organizational Multifunctional approach
conflicts and poor to new product
management practices development to facilitate
intra-organizational
communication.
Recommendation for a
sound formal and informal
organizational design.
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GENERATION
QFD - A Tool to generate idea

March, 2018
 Oriented to serve customer needs
 Tendency to personalize
 The expansion of the concept of

food quality
 Globalization trends
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FOOD CONSUMPTION TRENDS 
Approaches to supply chain
 New technologies
 The acceptability of products

by customers
- Competition
- New technology
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Three Approaches to New Product Development
Consumer Driven Competition Technology

Driven Driven
Idea generation Technology
needs and
Market
application ideas
Concept development and analysis
Consumer screening Technology and
Concept Engineering facility
Business
Identification
Analysis
And Business analysis
Screening
Product
Prototype
Development
Product development
Development
Consumer/Lab Production
Testing Testing
Advanced
Test marketing COMMERCIALISATION Development
Four important stages:
 Product strategy
 Product design and process development
 Product commercialization
 Product launch and evaluation.
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Stage 1: Product strategy
Starts with…
1. Generation of new product ideas
2. Outlining of the product design
strategy
It ends with…
1. The product concept
2. Product design specifications
Stage 2: Product design and process

development
– Technical implementation: Quality management

system, resource estimation, engineering operations,
logistics plan ...  Feasibility report
– Test marketing: produce a physical prototype or

mock-up, test the product (and its packaging) in
typical usage situations, conduct focus group
customer interviews or introduce at trade show, make
adjustments where necessary, produce an initial run
of the product and sell it in a test market area to
determine customer acceptance.
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• Stage 3: Commercialization
– Launch the product,
– Produce and place advertisements and other

promotions,
– Fill the distribution pipeline with product
• Stage 4: Product launch and post-launch
The Product Development Process
Stage 1: PRODUCT STRATEGY DEVELOPMENT
Activity 1 Activity 2 Activities 3, 4, 5...
OUTCOME OUTCOME OUTCOME
DECISION DECISION DECISION
PRODUCT REPORT, PRODUCT CONCEPT
TOP MANAGEMENT DECISION

GO/NO-GO
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Stage 2: PRODUCT DESIGN AND PROCESS DEVELOPMENT
FEASIBILITY REPORT, PROTOTYPE PRODUCT

GO/NO-GO
Stage 3: PRODUCT COMMERCIALIZATION
COMMERCIAL REPORT, COMMERCIAL PRODUCT

GO/NO-GO
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Stage 4: PRODUCT LAUNCH AND EVALUATION
FINAL EVALUATION REPORT, COMPANY PRODUCT

GO/NO-GO
Typical phases of product

development design
• Idea generation
• Concept development Stage 1
• Product planning
• Product/process engineering
Stage 2
• Pilot production/scaling-up
7
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Inherent Properties of Food

Products According to TCVN
• Example for Heat Treated Processed

Meats
“TCVN – 7049 – 2002: Heat treated

processed meat”
8
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• Example for Canned Milks
“TCVN – 3220 – 79: Canned milks, the

nomenclature of indexes”
• Example for Fruit Juices
“TCVN – 6297 – 1997: General standards

for fruit juices preserved exclusively by
physical means, not cover by individual
standards”
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Relevant Factors of a Food Product

defined in TCVN
• Physicochemical indexes
• Sensory parameters
• Microbiological parameters
• Additives parameters
• Toxic residues parameters
• Packaging
• Labelling
• Test method
• Transportation
• Storage
Relevant Factors of a Food Product

defined in TCVN
• Physicochemical parameters: contents of
protein, sugar, fat, water….; viscosity, size,
shape…
• Sensory parameters: color, flavor, texture...
• Microbiological parameters: E. Coli,
Coliform, molds, yeasts...
• Additive indexes: colorants, flavoring
substances, structuring agents...
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Relevant Factors of a Food

Product defined in TCVN
• Preservatives: antioxidants, anti-molds...
• Toxic residues: contents of heavy metals,

pesticide residues...
• Packaging: material, size, net weight...
Quality Function Deployment

(QFD) – Tool to generate idea
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 Appeared since 1966 in Japan, by Yoji Akao.
 QFD - “hin shitsu (quality) - ki nou (function)

- ten kai (deployment)”
 Was successfully applied by Toyota, Honda…
 There are four phases involved in QFD
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 The house of quality is the most commonly

used matrix in QFD.
Correlation matrix
Assessment
2. Customer
Competitive
(Relationship Matrix)
Information from QFD
• Who the customers specifically are and what do

they want (WHATS)
• How government regulations and executive

wants affect customer satisfaction (OTHER
WANTS)
• How the company measures the achievement of

the wants through product requirements
(HOWS)
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Information from QFD
• Formalization of the communication

(product development) process.
• Competitive standing from technical and
customer viewpoint, looking for
consistency and product opportunities
• Key correlations that need to be

addressed for Trade-off decisions,
adjusting target values, R&D decisions.
“Asahi Super Dry: crisper, clear, fresh

tasting beer”
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Quality Function Deployment (QFD)
1. Identify customer wants (WHATs)

2. Identify how products/service will satisfy
customer wants (HOWs)
3. Relate customer wants to product (HOW
MUCH)
4. Identify relationships between the customer’s
WHATs and the firm’s HOWs (RELATIONSHIP
MATRIX)
5. Develop importance ratings
6. Evaluate competing products
House of quality
Importance
Correlation matrix
HOWs
Product Requirements Customer ratings
WHATs Customer 5
Customer Relationship Matrix Competitive
Requirements Assessment 1
Objective target value HOW MUCH
5
Organization
Engineering difficulty
1 Competitive Assessment
Important
controls
IMPORTANCE
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House of quality
CORRELATION
MATRIX
HOW
COMPETITIVE
RATING
CUSTOMER
WHAT
RELATIONSHIP
RATING
MATRIX
1
5 1 5
HOW MUCH
1
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Speed
+ Flour
density
Oven
Cake
Density
Metering
Cake
equip
.5g/cc
not
heavy
.5g/cc
350F/.5h
Medium
1 cup
Product Ingredient & Food Production

planning Process Planning Planning
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Flow easily from the bottle

EASY TO SERVE
Pours without scattering
THỰC HEALTHY Still sweet but no sugar

Contains less salt
PHẨM
There must be a tomato aroma
KETCHUP TỐT
Should have a salty taste
NHẤT TASTY
Not too acidic
THE Should be spicy
BEST TO
Can feel the vinegar taste
EAT
Can fell the tomato taste
It is thick in the mouth
Manufacturing waste is reduced
NO DEFECT It never spoils

No water at the surface
Proper stirage indication
Innovative usage suggestions
CLEAR Tomato content information
GOOD INFORMATION
PACKAGING “Green” practices information
AND Can see the product inside
KETCHUP
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KETCHUP
19

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3/15/2018

NEW FOOD PRODUCT IDEA

Dr. Duong Thi Ngoc Diep

Course will familiarize students with

initial stages of food product

New-Product Development Process

PART I: NEW PRODUCT DEVELOPMENT

i. Significances of new product development

ii. Key components for successful NPD process

iii. Food consumption trends (approaches to new product

iv. Involvement influences buying food products

PART II: FOOD PRODUCTS

i. What is a food product – Product concept

ii. Components of a food product

iii. Product life cycle

iv. Type of new food product

PART III: NEW FOOD PRODUCT IDEAS GENERATION

i. Sources for idea generation

ii. Idea generation - screening techniques.

iii. Quality function deployment (QFD) – an idea generation

PART IV: ORAL PRESENTATION

• Creating New Foods. The Product Developer's Guide -

• Earle, M.D. (1997) 'Changes in the food product

NEW FOOD PRODUCT IDEA

• Product development is the process by which a

Why product development?

Why product development?

- Product life cycle

- Consumer demand: innovative

- New technology: high pressure processing

• PLC: new products being introduced, products

• A live and enduring PLC: requires a far-sighted

Why product development?

- Product life cycle (PLC)

Sales Low sales

Sales Rapidly rising sales

Sales Peak sales

Sales Declining sales

Why product development?

- Product life cycle

Why product development?

- Product life cycle

- Consumer demand: innovative

Why product development?

- Product life cycle

- Consumer demand: innovative

- New technology: high pressure processing

HPP destroys food-borne pathogens

(Avure Technologies Inc., Pat Adams, 253-850-3500)

Why product development?

- Consumer demand: innovative

- New technology: high pressure processing (HPP),

ISO 9000:2000 EU Food

ORGANIC FOODS HALAL FOOD GMO

Title I - National Preparedness for Bioterrorism and

Why product development?

- Product life cycle

- Consumer demand: innovative

- New technology: high pressure processing

"Everyone in industry knows that new products are

(George Gruenwald, New Product Development: Responding to Market Demand)

“Future profits will be derived from future products”