CORPORATE PRODUCT DEVELOPMENT

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CORPORATE PRODUCT DEVELOPMENT

• STEVE GARBER
• BOB EVANS FARMS, INC.

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Why corporations pursue new products?

• Create growth in sales and profits
• Can set new strategic directions for a
  corporation.
• Defense against product life cycles

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Organization Key Contributors

• Product Development
• Marketing
• Operations (external and internal)
• Sales / Distribution
• QA / Technical Services

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Organization Key Success Factors

• Every group within the organization has new
  products as a key objective
• Universal Timelines
• Monthly Update Meetings
• review products at various stages of
  development,address issues and evaluate progress.
• review competitors products / new trends
• Work as a team

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Product Development Process

• Three Type of Projects
• New Product/ New Category
• New Product/ Existing Category (Line Extension)
• Reformulation/ Product Enhancement

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Product Development Process

• Opportunity Identification
• Prototype Design
• Testing
• Scale-up / Commercialization
• Introduction

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Opportunity Identification

• Multiple Sources
• Focus Groups
• Feedback from all functional groups
• Analysis of market data (Nielsen/IRI)
• Awareness of competitors successes
• Concept screeners (Quantitative analysis of ideas
  with consumers)

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Prototype Design

• Bench top prototypes
• Multiple versions of products that meet the
  criteria identified as the concept.
• Prototypes will present product options
• Product
• Packaging
• Cost
• Testing will be used to narrow options

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Testing / Evaluation

• Seek feedback of prototype from New Products
  Committee
• Internal Consumer testing
• Costs Analysis
• Prototypes are redesigned based on feedback.
• End product of process is a approved prototype
  (Represents the Gold Standard

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Scale-up

• Produce plant samples based on prototype design
• Samples used for the following
• Additional consumer testing (CLT, HUT)
• Shelf life Testing
• Microbiological /Food safety
• Organoleptic Evaluations
• Establish dating parameters
• Nutritional Analysis / Labeling
• Preparation Instructions
• Photography
• Sales Samples

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Scale up

• Major Activities
• Specifications
• Raw material
• Manufacturing
• QA
• Finished Product
• USDA Label Approval
• Refine Costing (Processing, labor etc.)

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Introduction

• Full production start-up
• Monitor product and provide instructional
  guidance
• Evaluate performance of product and development
  process. Apply learning to future projects.

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Career in Product Development /Recommendations

• Solid Scientific Base (Food Science, Chemistry,
  Microbiology )
• Exposure to business Courses ( Marketing,
  Management, Statistics, Accounting)
• Culinary Experience ( Take an interest in
  cooking)
• Good Communication Skills
• Diverse experience a plus (QA, Production, etc.)