Jack in the Tiffin Box

Unconventional Paths to New Product Idea Development

Sangeeta Gupta and Farheen Romani
Client Service, ACNielsen ORG-MARG Pvt. Ltd, India
Subhransu Rout
Consumer Insight Division, GlaxoSmithKline Asia Ltd, India


The Problem

For many companies today, especially those with large successful brands (market leaders in their category), there is a strong focus on new product development as a means to achieve growth. Many of us also know (sometimes rather painfully), that true successes in this area are rare, particularly in the foods category. As marketers of food products, we search for the right product idea that can only come from a sound understanding of the socio-cultural needs of the consumer combined with a strong sensorial/organoleptic benefit.