Natoora, flowers yoghurts

Résumé du document

With the Stage Gate Model of Innovation we can develop our product step by step and when a step is over we can still come back to it if we see that it does not work; for example if we see that customers don't like a flavor we can stop its production and produce another flavor. Moreover it is an advantage for Natoora to have this synergy between the production and the marketing; the different services work together and we can step back in order to correct a potential mistake in the product itself (flavor?) or in the packaging. In order to minimize the errors, there is also a step of testing and valuation which is very important and which will help us not to make a mistake; the Stage Gate Model of Innovation is very well adapted to the launching of a new product because each step reduces the possibility of mistakes and the chances of success are increased.

Extraits

[...] Feasibility criteria The main problem concerning the feasibility of our innovating idea is to integrate correctly the taste of flower in yoghurt. The second problem would be that it will be the first product, yoghurt we create but a lot of companies that before never made yoghurt have created their own brand like Auchan, Carrefour. We also have exclusives partners in milk composed products and so we could use these partners to create our yoghurt. The first problem of flower taste will be solved by finding the companies who create these tastes that are use in drinks and food. [...]

[...] This person should be able to negotiate with manufacturers to obtain the best price and quality for the product. Choosing who will manufacture the product is something that needs to be established early. Without this it is impossible to have a product and quality and consistency is vital to a product in its infancy. Also it would be advisable to have someone with experience in marketing on the first management team. Whenever you are launching a new product it is necessary for people to be aware that the product exists and where it can be purchased. [...]

[...] Probably, they want to launch a similar product but this will spend time and our product will have the time to gain its place on the market. Our yoghurt has advantages which make our product competitive. This will secure our investment against to the hazards and the need crisis. Any company creates a similar product which is the main advantage. Some people are always looking for a new product; that's why flower yoghurt is an answer to the demand. Natoora already provides a grocery home delivery service of top quality food products and already has a good reputation. [...]

[...] Even if these brands don't launch this type of product, it's necessary to be careful because they can make an offensive attack and create a similar product very quickly and probably less expensive. The dairy market is very attractive because everybody knows that this type of product is necessary to have a well nutrition. Flower yoghurt has its place in this market and can create a high profitability because it's a new marketing approach. More and more people need to know what they eat. By offering a product which keeps close to our environment, we can gain market part in order to develop other product in ad equation with our strategy. [...]

[...] Our innovation is credible because there is a demand which represent a huge market part. Competition criteria Our product benefits from the innovation. A great and secret recipe with flowers plays in our favour. Other companies which product dairy products don't have for objective to make new product. The economic crisis changes the target. For example, Danone make a press release last month and explain that they want to decrease their price in order to make their items more accessible. They forget that people want to change their habits, want novelty. [...]