Rollout

1
Rollout

• Launching a New Product

2
Rollout

• When are you ready?
• Test market results are positive and say
• GO! Focus on consumers/customers?
• Geographic regions selected for initial launch of
  new products vs. national rollout?
• Demographic and seasonal factors for rollout
  considered?
  

3
Rollout

• When are you ready?
• Advertising and promotional strategies in
  place, taking into account competition and
  consumer response in test markets- roll of
  advertising agencies or in-house groups.
• Pricing strategy for product vs. competition?
• Manufacturing process yields products meeting
• consumer acceptance, quality, safety, shelf
• life, cost, and regulatory requirements.

4
Where are you going to market your new product?

• Retail only.
• Food service only (HRI- hotels, restaurants,
• vending, air lines, institutions (schools,
• hospitals, care centers, government
• agencies (military. penal institutions).
• Retail and food service.
• Industrial user- food manufacturer,
• ingredient supplier.

5
How are you going to market your new product?

• Retail distributors control access to consumers.
• Usually, only large regional and national
• manufacturers with established product lines
• and reputations get direct access to
• supermarket chains.
• Small companies need food brokers or
• manufacturers representatives to bring
• buyer and seller together for new entries
  into
• the market. State fairs are possibilities.

6
How are you going to market your new product?

• Food service distributors often control
• access to HRI except for government
• contracts. Small companies need food
• brokers or manufacturers representatives.
• Government contracts often may be the
• best entry point into food service for
• small manufacturers (small business set-
• asides).

7
Food Service Markets

• The customer is not the ultimate consumer! Both
  customer and consumer
• needs considered?
• Is product compatible with customers
• food service equipment? Fast food
• systems differ from full service restaurants.
• Technical sales service considered?

8
Timing for rolling out your new product?

• Seasonal factors may be important,
• season of the year, holidays- may govern
• the introduction of new confectionery
• products.
• Government purchasing cycles based
• on fiscal year budgets may govern
• introducing products designed for these
• markets.

9

• Measures of rollout success.
• Consumer reaction did they like it?,
• repeat purchases?
• Sales volume , market penetration, market
• share? Did they meat goals?
• Pay-back, did profits meet objectives?

10
Measures of Rollout Success

• Return on investment analysis is critical.
• The old standard of 3- year pay-back
• does not apply to products having a
• short market life such as some
• breakfast cereals, snacks and novel
• confectionery products.

11
New rollouts

• Low carb products.
• Frozen dinners Smart Ones, Chefs Choice.
• Frozen desserts Ben Jerrys Carb Karma,
  Klondike Carb Smart fudge bar.
• Bread- Pepperidge Farm Light Style.
• Yogurt product- Dannon Light n Fit.
• CARB CONTROL