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Module 2: Commercialisation Food Products - Coggle Diagram
Module 2:
Commercialisation Food Products
5 Senses
Hearing
Taste
bitter
sour
salty
sweet
umami（鲜味
Smell
Touch
Sight
How Evaluate Food
Appearance
size, shape, colour, temperature and surface texture
-e.g: stringy, firm. dry, heavy, crisp, smooth
Odour （气味）
nose can smell aromas from food
combine with taste become flavour
e.g: aromas, spicy, perfumed, savoury（咸味）
Sound
food prepared, cooked and served
Texture
surface of tongus react to the feel of surface of the food
e.g: brittle, rubbery, gritty, slammy, soft
Introduction
3) Prototype development (8 weeks)
sample creation
ingredients, packaging and colours
4) Trail Production & lab analysis (4 weeks)
2) Product design (2 weeks)
how product look like
5) Test marketing (4 weeks)
test with customers
commercial production
1) Concept creation (4 weeks)
what make your product diffeent / uniqueness
6) Product launch (4 weeks)
bring product into market
Activities In Product Commercialisation
Production Plan
Product qualities, Raw materials,Processing
FInance Plan
Cost, prices, profits and cash flows
Marketing Plan
Objectibves, Product description, Market strategy & channels
Operational Plan
Selling & promotion organisation
Envinromental Analysis
Global Business Environment
unemployment, layoffs （解约）
Politiical & Legal
idetify regulations, permits, liability（债务）
Demographics
population base exist support your product
identify market size
Local Business Environment
local area, competitors and customers
Suppliers
source of direct purchasing
Social / Cultural
acceptance of your product concept
describe demand of customers based on the product characteristics and requirement that company provided
Competition
review the weakness
share of consumer market
Consumer Anaysis
identify target market and segment the market（市场细分）
expectation of consumers
SWOT ANALYSIS
i. Strengths
strength company (cost effectives, service quality)
assets of operations( flexibility, innovativeness)
experience (professionalism, durations)
ii. Weaknesses
Weakness company ( government policies, management inexperience
-Capital financing, loans
Lack recognition / poor performance
iii. Opportunities
examine proper timing
use customer survey tocllect feedback from customers about the product feeling and after sales service
Threats
list external threats to your business success
economy condition
dependency on other businesses (suppliers or retailers)
Marketing Focus
idntify about how product / service can beneficial customers against competitive advantage through price, idea to atttract customers
improvement of product quality based on feedback
identify location of your business
Promotions
through word of mouth , radio, television and tradeshow
Pricing
Reasons Need a Marketing Plan
Improve competitive advantage
Identify the trends and consumers preferences
Expand the loyal customer group in future and now
Contents of Marketing Plan
Title Page
name and period time of company, covers of marketing plan
Table of Contents
relevant page numbers with the contents of the marketing plan
list tables, graph on separate pages
Cover Letter
overview of the document
Historical Background
originality of business idea
citing the date
opportunity of expansion
Marketing Goals and Objectives
mission statement （使命）
Sales Objectives
identify industry problems and create strategies overcome it
set benchmarks by using quarterly report
compare for future sales with past performance
Profit Objectives
predictions after the tax profit
Predict operating budgets
Pricing Objectives
weakness of your competitor
Get the feedback from them about competitor's prroducts or price
Product Objectives
focus on perception （看法） of customers
determine customers preference, e.g: environmental impact, product quality or convenience
Market Analysis
3 stages
Growing
differentiate with other competitors
utilizing the latest technology
Maturing
show how a new company
better adapt to external forces
Declining
identify problem exist and can able to change
Recognize the position your competitors' in the market
5 basics involved with eating
Tensile （拉伸）
Shear（剪切）
Adhesiveness （附着力）
Fracture （断裂）
Compression (压缩）
Sensory Evaluation of Food
evoke (唤起), measure and intrepret customers' responses
Trained sensory panels
people trained to distinguish and evaluate aspects of taste, flavour and texture of products
Consumers panles
based on their consumer behaviour （消费心理）
Hedonic Scales
dislike and like about something
[Methods
Discrimination Tests
perception of people
Yes (different)
No (no different / same)
25-50 panelists
refer page 56 for more type of tests
Descriptive Analysis
quantitative analysis
8-12 panelists
time-consuming ( several weeks/months)
refer table page 57 & 58
Affective / Hedonic Tests
more emotional
e.g: what is the acceptability of a product? Is one product preferred over another
Foood Choices
Emotional
( good / bad mood, comfort foods)
Religious Beliefs (宗教信仰）
Personal beliefs
Religions have dieatry laws
no meat on Fridays
no beef ( Hindu)
no pork ( Malay) Non Halal
Health Concerns (健康顾虑）
nutritional value
allergic
diabetic
age
Food Costs / Technology
budget
adding new foods
increase access to fod
Scientific Approach
Sensory Evaluation
testing food using human 5 senses
Sensory Characteristics
smells and feels when eating
qualities of food while eating
How We Experience Food?
Sensory Perception ( 感官认知）
colour, appearance, flavour
Colour and Appearance
Lighting
warm light make food more appetizing (比较有胃口）
Physical Structure
air pocket (spinach looks more darker after cooked)
Chemical Structure
Pigments ( green-broccoli)
Functions of Taste
Sweetness (nutritive value)
Bitter ( harmful)
Salty ( presence of sodium)
Food & Beverage Pairings
refer table 69-71