Healthy Dairy Foods
Introduces
Buckwheat Ice Cream
A New Product Concept
Developed By:
Si Quan Li
Deborah Chow
Rikka Ratanatriwong
Table of Contents
A. Gap Analysis
B. Perceptual Mapping Analysis
C. Product Idea Screening Conclusions
D. Three Product Concepts
E. Project Attractiveness Analysis
F. Food Concept Questionnaire
G. Statistical Analysis
Executive Summary
At Healthy Dairy Foods, our goal is to provide you with good nutrition by creating innovative and delicious dairy products. This year, we selected
Buckwheat Ice Cream as our most marketable new product.
Concept Statement
Introducing Buckwheat Ice Cream: a frozen dairy dessert in a pint.
Buckwheat Ice Cream is rich in calcium, protein, and buckwheat.
Buckwheat Ice Cream contains buckwheat, which has antioxidant properties and may provide health benefits for some medical conditions. You deserve good nutrition and great taste in every scoop of Buckwheat Ice Cream.
To give further insight on this product concept, clinical studies with human subjects have shown a link between buckwheat and its benefit for some cardiovascular diseases. In addition, buckwheat has antioxidant properties. The price of buckwheat flour is approximately $3 per pound which is less expensive than other ingredients with similar functional properties. However, this product will experience a slight price increase since additional flavor components are required to mask the harsh buckwheat flavor.
We developed this product concept through concept ideation, concept evaluation, and consumer testing. For concept ideation, we generated ten product ideas which were screened by gap analysis, perceptual mapping analysis, key attributes, and novelty to the best three product concepts. For concept evaluation, the project attractiveness analysis results determined that Buckwheat Ice Cream was the most attractive concept project with 86 points followed by Green Tea Milkshake with 70 points and Fried Tofu Delight with 69 points.
For consumer testing, a questionnaire was created for the three product concepts and resulted in thirty completed surveys. Approximately 50% of the respondents were Asian and 50% were Caucasian. The surveys for individuals in either group were not indicated on the survey. Buckwheat Ice Cream had highest mean survey score of 21.6 followed by Fried Tofu Delight with 20.3 and Green Tea Milkshake with 17.7. Based on the selection of the favorite concept, Buckwheat Ice Cream also had the highest percentage for consumer acceptance of 50% followed by Green Tea Milkshake-37%, and Fried Tofu Delight-13%. For Buckwheat Ice Cream, the most selected flavor was chocolate followed by vanilla and fruit flavors.
Perhaps, the Green Tea Milkshake and Fried Tofu Delight acceptance results were far higher than the expected results in the general U.S. population since approximately 50% of the respondents were Asian. Green tea and tofu are traditional Asian food products. Based on the results of this survey, Buckwheat Ice Cream was the most accepted product. For Buckwheat Ice Cream, our target market is the general U.S. population and not the Asian market (in the U.S. or overseas). As a result, the Buckwheat Ice Cream consumer acceptance could be far higher if the respondents reflected the percentage of different ethnic groups in the general U.S. population. With the public’s growing interest in nutrition and functional foods, the consumer acceptance for Buckwheat Ice Cream could increase in the future.
Based on the target market and the high acceptance percentage, Buckwheat Ice Cream was selected as the most marketable product concept for the general U.S. population. In making this decision, the required equipment availability and the technological challenges for producing Buckwheat Ice Cream were also considered.
A. Gap Analysis
Gap analysis was conducted by comparing two important attributes for each of the ten product ideas. "Y" indicates that there is a product in the market with both attributes. "N" indicates that there is a "gap" in the market since no product has both attributes.
1. Frozen Yogurt Wrapped in Paper
|
Cup Carton Stick |
|
Vanilla Y Y N |
|
Chocolate Y Y N |
|
Strawberry Y Y N |
|
Peach Y Y N |
2. Green Tea Milkshake
|
Can Cup Carton |
|
Green tea N N N |
|
Vanilla Y Y Y |
|
Strawberry Y Y Y |
|
Chocolate Y Y Y |
3. Buckwheat and Strawberry Whipped Cream
|
Whipped Powdered |
|
Vanilla Y Y |
|
Strawberry N N |
|
Buckwheat N N |
|
Strawberry and Buckwheat N N |
4. Red Beans Over Vanilla Ice Cream
|
Top Mixture Layer |
|
Red Beans N N N |
|
Chopped Peanuts N Y N |
|
Pecans N Y N |
|
Chocolate Chips N Y N |
5. Buckwheat Ice Cream
|
In Cups In Cartons In Cones |
|
Fruit Flavored Y Y Y |
|
Chocolate Y Y Y |
|
Soybean Y N Y |
|
Buckwheat N N N |
6. Buckwheat Fried Dairy Dessert
|
Wheat Flour Corn Flour Barley Buckwheat |
|
Steamed Y Y Y N |
|
Baked Y Y N N |
|
Fried Y N Y N |
7. Layered Sandwich Delight
|
Soft Crispy Layered Layered and Crispy |
|
Sweet Y Y N N |
|
Salty Y Y N N |
|
Spicy Y Y Y N |
8. Fried Tofu Dessert
|
Salty Sweet Spicy |
|
Cheese Y Y Y |
|
Ham Y Y Y |
|
Chicken Y Y Y |
|
Fried tofu N N N |
9. Buckwheat Cheese Cake
|
Wheat flour Corn flour Barley Buckwheat |
|
Salty Y Y N N |
|
Sweet Y Y N N |
|
Spicy Y Y Y N |
10. Frozen Mango Slices Over Yogurt
|
In Cups In carton Cone in Paper |
|
Whole strawberry Y N Y |
|
Sliced strawberry Y Y Y |
|
Lemon Y Y Y |
|
Raspberry Y Y Y |
|
Sliced Mango N N N |
|
Mango Juice Y Y Y |
B. Perceptual Mapping Analysis
For the ten product ideas, perceptual mapping analysis was completed to make comparisons between important attributes in a product. In the charts below, a
star represents the market gaps. Products in the current market are presented in the charts.
C. Product Idea Screening Conclusions
The ten product ideas were screened to determine the three best product concepts. The screening was based on consumer benefits, gap analysis, perceptual mapping, novelty, and key attributes.
1. Frozen Yogurt Wrapped in Paper
For this product, the consumer benefit was the convenience of eating frozen yogurt on a stick. The gap analysis showed that the absence of a yogurt product on a stick in the market. From the perceptual mapping analysis, the technology required to place the yogurt on the stick and the wrapped paper will increase the price of the yogurt. Based on this perceived price increase, this product idea was not selected because its high price will not be competitive in the yogurt market.
For this product, the consumer health benefits were antioxidants from Green Tea, high calcium content, and high protein content. The gap analysis showed the absence of Green Tea Milkshake in cans, cups or cartons in the market. The perceptual mapping analysis showed a market gap for novel and highly flavored products such as Green Tea Milkshake. Another market gap revealed the need for products with good health benefits and a low price such as Green Tea Milkshake. This product idea was selected based on the consumer health benefits and the product novelty.
For this product, the consumer benefits were the buckwheat health benefits and the uniqueness of the product. The market gaps were the absence of buckwheat and strawberry whipping cream. The perceptual maps showed a market gap for a novel and highly flavored product such as Buckwheat and Strawberry Whipped Cream. In addition, there was a market gap for low priced nutritious products such as this product. This product idea was not selected because the combination of buckwheat and strawberry in a whipped cream did not have consumer appeal.
4. Red Beans Over Vanilla Ice Cream
From this product, the consumer will benefit nutritionally from the high protein and fiber content of the red beans. Additional consumer benefits included the intense red bean flavor over vanilla ice cream and the aesthetic beauty of the product. The market gap analysis indicated the absence of red beans with ice cream placed on the top, mixed, or layered. The perceptual mapping analysis indicated that this product has the following desired attributes: novelty, high nutrition, aesthetic beauty and low price. This product idea was not selected because the Green Tea Milk Shake, the Buckwheat products, and the Fried Tofu Delight had greater health benefits.
5. Buckwheat Ice Cream
From this product, the consumer will benefit nutritionally from the high protein,
high calcium, and buckwheat. Gap analysis reveals the absence of
buckwheat ice cream cups, cartons, or cones in the market. Perceptual
mapping analysis revealed that market gaps for a product which is low priced,
high in flavor and beneficial to health. Currently, this product is not available in
the market. As a side note, this product will experience a slight price increase
because additional flavor components are required to mask the harsh flavor
of buckwheat. Zanba, a popular buckwheat product in Tibet, is inexpensive but has poor flavor. This product idea was selected for the following
attributes:novelty, health benefits, and reasonable price.
6. Buckwheat Fried Dairy Dessert
From this product, the consumer may gain health benefits from the buckwheat. Other product attributes include the novelty and the unique flavor. The current fried foods in the market, with similar food compositions, do not contain buckwheat and the associated potential health benefits. Unfortunately, the high frying temperature may decrease the functionality of the buckwheat in the body. As a side note, this product is lightly fried with a minimal amount of oil to minimize the increase in fat content. This product idea was not selected because the other buckwheat products have greater consumer appeal.
7. Layered Sandwich Delight
From this product, the consumer will benefit from the flaky multi-layered wheat texture and the unique flavor of the lipid, salt, and ginger spread. The market gap analysis indicated the absence of a multi-layered flaky sandwich. The perceptual mapping analysis showed that the sandwich price will be higher based on the labor required to make the flaky layers. This product idea was not selected based on the high cost and technical challenge of producing the flaky sandwich layers.
8. Fried Tofu Dessert
From this product, the consumer will benefit nutritionally from the high
calcium and high protein content of the tofu. The market gap analysis showed
the absence of a salty, sweet, and spicy tofu such as this product.
The perceptual mapping analysis indicated a marketing gap in items which
are low priced and high in nutrition such as this product. Although the soybean
in the tofu is very nutritious, this product has the potential for the development
of beany flavors. These beany flavors result from soybean oxidation during
processing and storage. As a side note, the tofu dessert is very lightly fried
with a minimal amount of oil to minimize the fat content of the product. This
product idea was selected for the following attributes: high nutritional
content, unique flavor, texture, low price, and novelty.
9. Buckwheat Cheese Cake
From this product, the consumer will benefit from the protein, calcium, and the
potential buckwheat health benefits. The gap analysis indicated that buckwheat
flavor is not salty, spicy or sweet. The perceptual mapping analysis indicated a
marketing gap in the high nutritional function, low flavored and low price
cheese cake products. Unfortunately, Fagopyritol, a photosensitizer in
buckwheat, can accelerate lipid oxidation during product storage. This product
idea was not selected because the Buckwheat Milkshake and Buckwheat Ice
Cream have greater consumer appeal.
From this product, the consumer will benefit nutritionally from the calcium and
the protein in the yogurt. The gap analysis revealed similar products in the
market such as mango juice yogurt and mango pulp yogurt. The perceptual
mapping analysis indicated that mango juice and the mango pulp have a
similar flavor and that there are few gaps in this market. This product is more
aesthetically pleasing since the mango slices are over the frozen yogurt. This
idea was not selected based on the high production cost for placing mango
slices over yogurt and the fierce competition in the mango yogurt market.
Product 1: Buckwheat Ice Cream
Introducing Buckwheat Ice Cream:
A frozen dairy dessert in a pint.Buckwheat Ice Cream is rich in calcium, protein, and buckwheat. Buckwheat Ice Cream contains buckwheat, which has antioxidant properties and may provide health benefits for some medical conditions. You deserve good nutrition and great taste in every scoop of Buckwheat Ice Cream.
Product 2: Green Tea Milkshake
Introducing the all natural Green Tea Milkshake: A new whipped dairy drink filled with calcium, protein, and green tea. With Green Tea Milkshake, you can enjoy the sweet herbal taste and the power of green tea antioxidants in a chilled
12 oz cup. Savor every sip of Green Tea Milkshake and bring good nutrition to your life.
Product 3: Fried Tofu Delight
Introducing Fried Tofu Delight: A savory fried tofu dessert bar, rich in calcium and protein, covered with a special blend of sugar, ginger, and spices. Each 2 oz bar is wrapped separately in a box of six and refrigerated. Fried Tofu Delight can be consumed cold or hot after heating by microwave, oven, or pan. Remember Fried Tofu Delight when you want both nutrition and a hot new taste in your dessert.
E. Project Attractiveness Analysis
For the three product concepts, the project attractiveness analysis scores are shown in the table below.
|
|
Reward |
Technical Risk |
Commercial Risk |
Strategic Fit |
Total Score |
|
Buckwheat Ice Cream |
20/20 |
24/30 |
18/20 |
24/30 |
86/100 |
|
Green Tea Milkshake |
14/20 |
24/30 |
15/20 |
17/30 |
70/100 |
|
Fried Tofu Delight |
16/20 |
21/30 |
14/20 |
18/30 |
69/100 |
F. Food Product Concept Questionnaire #_______
Product 1: Buckwheat Ice Cream
Introducing Buckwheat Ice Cream:
A frozen dairy dessert in a pint.Buckwheat Ice Cream is rich in calcium, protein, and buckwheat.
Buckwheat Ice Cream contains buckwheat, which has antioxidant properties and may provide health benefits for some medical conditions. You deserve good nutrition and great taste in every scoop of Buckwheat Ice Cream.
For the questions with answers, please circle the best answer.
For the other questions, please give your response in the blank.
1. How often do you purchase ice cream?
2. Is your health an important consideration when you make a food selection?
market?
c. vanilla
10. What do you dislike about this product?__________________
Product 2: Green Tea Milkshake
Introducing the all natural Green Tea Milkshake: A new whipped dairy drink filled with calcium, protein, and green tea. With Green Tea Milkshake, you can enjoy the sweet herbal taste and the power of green tea antioxidants in a chilled 12 oz cup. Savor every sip of Green Tea Milkshake and bring good nutrition to your life.
For the questions with answers, please circle the best answer.
For the other questions, please give your response in the blank provided.
1. How often do you purchase milkshakes?
c. once a week
d. once a month
10. What do you dislike about this product?______________________________
Product 3: Fried Tofu Delight
Introducing Fried Tofu Delight: A savory fried tofu dessert bar, rich in calcium and protein, covered with a special blend of sugar, ginger, and spices. Each 2 oz bar is wrapped separately in a box of six and refrigerated. Fried Tofu Delight can be consumed cold or hot after heating by microwave, oven, or pan. Remember Fried Tofu Delight when you want both nutrition and a hot new taste in your dessert.
For the questions with answers, please select the best answer.
For the other questions, please give your response in the blank provided.
1. Do you purchase products based on high calcium and high protein content?
e. less than once a year
e. definitely no
more information on the nutritional content of tofu?
5. Would you purchase this product?
6. Do you think that other consumers are willing to purchase this product?
7. Do you find Fried Tofu Delight a unique product in the market?
8. How much are you willing to spend on a six-pack of 2oz dessert bars?
9. What do you like about this product?________________________
10. What do you dislike about this product?_______________________
From the three products presented, which product was your favorite ?
Buckwheat Ice cream, Green Tea Milkshake, and Fried tofu delight were the three product concepts evaluated in the consumer survey. The total number of subjects was 30. Each product had 10 questions in which 7 possible questions were translated to numeric values for statistical analysis by the MINITAB software. The raw data is included in the appendix, and the results are shown below in Table 1. The other product concept questions were the consumers comments and perceptions (likes and dislike) for these product concepts as shown in Table 2.
Table 1. Descriptive Statistics for the Three Surveyed Product Concepts
|
|
Buckwheat Ice Cream |
GreenTea Milkshake |
FriedTofu Delight |
|
Numberof Subjects Surveyed |
30 |
30 |
30 |
|
Mean (survey) Score |
21.567 |
17.667 |
20.267 |
|
Median |
21 |
17 |
20 |
|
TrMean |
21.462 |
17.538 |
20.346 |
|
Standard Deviation |
2.763 |
2.682 |
3.129 |
|
SEMean |
0.504 |
0.490 |
0.571 |
|
Minimum |
17 |
13 |
14 |
|
Maximum |
27 |
24 |
26 |
|
Q1 |
19 |
16 |
18 |
|
Q3 |
23 |
20 |
23 |
|
Consumer Acceptance |
15 |
11 |
4 |
Consumer Acceptance is the # who selected the concept as the favorite.
As shown in Table 1.,Buckwheat Ice Cream had highest mean survey score of 21.567 followed by Fried Tofu Delight with 20.267, and Green Tea Milkshake with 17.667. In terms of selection as the favorite concept, Buckwheat Ice Cream also had the highest number of consumer acceptances of 50% followed by Green Tea Milkshake-37%, and Fried Tofu Delight-13%.
In addition, for buckwheat ice cream, we determined the correlation of the acceptance scores with the consumer’s potential for purchasing buckwheat ice cream by MINITAB. The correlation, R value, was 0.276 for the 30 subjects which indicated that the acceptance scores can not predict the consumer’s potential for purchasing buckwheat.
This statistical analysis was conducted based on the final survey question which asked the consumer to select the most favorite product concept from the three concepts. The statistical analysis was conducted to determine if there is a significant difference between consumer acceptance for these three products. The confidential level was 95% (
a = 0.05). The results were as follows.ANALYSIS OF VARIANCE
SOURCE DF SS MS F p
FACTOR 2 2.067 1.033 5.01 0.009
ERROR 87 17.933 0.206
TOTAL 89 20.000
INDIVIDUAL 95% CI'S FOR MEAN
BASED ON POOLED STDEV
LEVEL N MEAN STDEV --+---------+---------+---------+----
gt 30 0.3667 0.4901 (-------*--------)
bw 30 0.5000 0.5085 (-------*-------)
tf 30 0.1333 0.3457 (--------*-------)
--+---------+---------+---------+----
POOLED STDEV = 0.4540 0.00 0.20 0.40 0.60
Correlation 'bw4' 'bw'.
Correlation of bw4 and bw = 0.276
As shown above, the p-value was 0.009 which was less than the
a -value of 0.05. Therefore, the null hypothesis was rejected which indicates that there was a significant difference between consumer acceptance scores for the three products. In addition, the mean scores for Fried Tofu Delight (0.13) were clearly different from Buckwheat Ice Cream and Green Tea Milkshake.
As illustrated in Figure 1, Buckwheat Ice Cream has the highest percentage of consumer acceptance with 50% followed by Green Tea Milkshake with 37%, and Fried Tofu Delight with 13%.
Figure 1. Percentage of Consumer Acceptance for the Three
Product Concepts Surveyed.
Table 2. The Consumer comments on the likes, dislikes, and
recommended flavors for the three surveyed product
concepts.
|
Product Concept |
Likes |
Dislikes |
Recommended Flavors |
|
Buckwheat Ice Cream |
Nutrition benefit New interesting idea Interesting taste Ice Cream |
Texture concern Lack of information on buckwheat Buckwheat’s aftertaste is a concern Product’s name |
Chocolate (4) Vanilla (3) Fruit (2) Cookies & cream (1) Coffee (1) |
|
Green Tea Milkshake |
Nutrition benefit New idea Milkshake |
Green tea Taste/texture concern Expensive price Bitter green taste Product’s name |
Strawberry (4) Vanilla (2) French vanilla (1) Mint(2),orange(1), Lime(1), coconut(1) Jasmine(1), Kiwi (1) |
|
Fried Tofu Delight |
Fried dessert Originality |
Tofu Not familiar with the taste of tofu. It is not unique. Ingredient (sugar does not go with vinegar) |
- |