The Project
Using marketing concepts, to develop a new product and manage its launch through the marketing mix elements.

Step 1: In-depth interviews to identify user-needs and product attributes
Step 2: Conjoint Analysis to identify best product to design and market
Step 3: Design and testing of new product
Step 4: Perception maps to identify perception of new product vs competitive products in the market segment and the consumer's ideal product
Step 5: Market share calculations

New Product
The meal replacement market is expected to grow three-fold, from $1.3bn currently to $3.6bn by 2010. Despite big players in the market, such as Nestle and Kraft, there is tremendous potential for introducing a new product based on smart segmentation. Therefore, our team selected to develop a meal replacement product, such as a bar, powder or shake. { more }