Integrated product development for Dairy Products

Thèmes abordés

Dairy, products, denmark, milk, cheese, cow, integrated, marketing

Résumé du document

This report details the work of a consultant team who were recruited to advise a Danish milk producer on how to fulfil their strategy plan.

The strategy plan entitled 'Milk, cream and yogurt' was created by DanMilk in order to increase their market share of yogurt products. They wish to utilize the surplus of milk that they have been incurring over the past five years. The consultant team intended to make use of this surplus to expand DanMilk's product portfolio by offering the customers vitamin-enriched yogurt products.

The consultant team worked according to the approach called Integrated Product Development (INTP). This is a fairly modern way of developing products; members of the project team represented relevant company functions, in this case, marketing, product development, finance and manufacturing. This interdisciplinary approach combined contributions from all team members and encouraged participants to work alongside each other. Through establishment of clear objectives and effective organization, the systematic approach lead to the successful completion of the strategy plan.

The overall aim of the work carried out was to design innovative dairy products that will fit today's market and create at least 8% market share for DanMilk by 2013 (8% of Danish Dairy Market). The consultant team defined their function-specific objectives that included gaining a stronger understanding of the current dairy market. By considering finance, market shares and current manufacturing methods, the team was also able to develop a successful product range.
The report details the analysis of research carried out and provides a clear, concise description of the work done in order to fulfil the overall project aim.

Extraits

[...] 3.2 How should the product look? 3.3 How will the packaging of the yoghurt be designed? Statement from the consultant about the role: “When considering what to include in the new yoghurt product portfolio, it will be important to work alongside the marketing consultant. A good understanding of current yoghurt products will be required in order to try and find a gap in the market and determine what type of products will be most suitable for DanMilk's new range.” strategy plan determined by DanMilk specified that the yoghurts were to be vitamin-enriched so it will be necessary to investigate such product types. [...]

[...] After this, the pipe is shortly twisted around a pole of hot water in order to heat the milk to the desired temperature. With a temperature of the milk is ready to go into the vacuum vessel Vacuum vessel In the vacuum vessel 10 20% of the water in the milk is evaporated. The proportion depends on the required dry matter content of the milk (level of fat). The degree of evaporation is controlled by the temperature of the milk at the inlet to the vacuum vessel, the circulation rate trough, the vessel and the vacuum in the vessel. [...]

[...] One type of yoghurt product that has proved popular over the past few years is the yoghurt drink (Yoghurt Drink, 2003). These drinkable products (see Figure 3.2 do not require a spoon and can be sold individually or in multipack. Commonly marketed as healthy on-thego products they can be incorporated as part of a healthy diet. Drinkable probiotics such as ‘Yakult' milk drink (Yakult, 2010) has proven health benefits and are marketed as small bottles of ‘good bacteria'. Yoghurt drinks could easily be incorporated into DanMilk's vitamin-enriched products range along with a catchy slogan that would strengthen and add to the initial marketing campaign. [...]

[...] And what will be the progress from 2010? Yoghurt production In accordance with the turnover, what quantity of yoghurt does DanMilk have to produce? Assessment How much will DanMilk investment in the yoghurt plant? Is it a good business idea? Profitability Do set and drinkable Yoghurts have the same profitability? Analysis > Research > Development > Implementation Product development Consultant: Holly Curtis The function: As one of the INTP roles, product development is crucial to the realisation of the project. [...]

[...] The yoghurt intended for production of drinking yoghurt is produced in the ordinary way. Following stirring up and cooling to about 18 20°C the yoghurt is transferred to the buffer tank prior to the process alternatives in the figure. Stabiliser and flavours are mixed with the yoghurt in the tank. The yoghurt mix can then be treated in different ways, depending on the required shelf life of the product. Figure 3.4 Process alternatives for drinking yoghurt 110 MANUFACTURING RESEARCH: Long-life yoghurt Because of the tendency towards larger and more centralised production units, the markets are becoming geographically larger and transport distances longer. [...]