Loading...

Identifying Success Factors for the Successful New Products Development in Iran Beverage Market

Shokravi, Mohammad Hossein | 2014

669 Viewed
  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 46180 (54)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Science and Engineering
  6. Advisor(s): Najmi, Manoochehr
  7. Abstract:
  8. Launching new food product is more difficult than the marketing of an existing product. Usually companies focus on their ability, and process (product orientation) in New Product Development but many scholar researches say that market orientation is a highly critical factor for new product success. Some literatures have been studied, and many success factors found out but some of them that were related to beverages were chosen. It is concluded by analysis of survey that Functionality, Being Healthy, Manufacture, Packaging, Availability, Repeat use, Trial cost, Feedback, Endorsement, Distribution Channel, Branding, and Awareness are important success factors in NPD in beverage marketing especially in IRAN. Some of them like Trial cost is negative, and it means company has to reduce trial cost for consumers. Availability is also negative, and it means that customers would not try to find New Product so much, and company has to make it available. Brand, and Parentage in the same field are important success factors but Brand, and Parentage in other fields is not important in NPD in beverage market. Campaign of TV Adv against soft drink has negative effect on consumers, it means that customers accept TV Adv against soft drink, and company has to control their attack on soft drink. Advertising by producer is important for success but it is not so positive, it means customers didn’t pay attention to advertising by producer, and company has to make more powerful advertising for launch of soft drink. In terms of public, we found that customers didn’t pay attention to Awareness by producer, and company has to make more powerful Awareness for launch of soft drink. According to the Friedman test results, the respondents’ ranking for success factors of the new product development are: 1 Functional, 2 Healthy,3 Manufacture, 4 Packaging, 5 Availability, 6 Repeat use,7 Trial cost,8 Feedback, 9 Endorsement, 10 Distribute Channel, 11 Brand, and 12 Awareness
  9. Keywords:
  10. Critical Success Factors ; Market Oriented ; New Product ; New Product Development ; Iran Beveraye Market

 Digital Object List

 Bookmark

No TOC