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From Food Tech Innovation Portal

Introduction The best idea has no value if it doesn’t reach the market. Besides the technical specifications of your product, the marketing aspects must be secured.

As a first stage, you should define your angle of attack: are you aiming at a process innovation (reduced costs of production) or a product innovation (with higher performance than your competitors), or a service innovation (improved global quality and better understanding of the customers’ expectations)?

The point here is to analyse whether there is a place for your product on the market, and where it is.

Another approach consists in doing a benchmark and looking for unexplored market opportunities/ niches you can technologically address. You will then need to prevent your competitors from entering your market niche.

Key issues - Who are the target clients (= customers)? What trends are relevant for the technology? => What is approximately the market segment(s) you are aiming for?

- Who are the competitors (including reactivity)?

- Who are the suppliers? What are their relationships with competitors?

- What are the basic characteristics of the market environment (relationships between suppliers and customers; ethical, legal and social aspects; etc.)

- What is the consumers’ acceptance towards innovation in this sector?

Food TIP's answers On this website (Food Tech Innovation Portal), you can find in the Technology section some information, when available, on the consumers aspects related to the described technologies.

Additionally, some Practical Sheets can be helpful: Communication strategy, Consumer attitudes, Social media marketing, Target Group, Co-creation, Business Plan

Other sources - Marketing Innovation Tool:

- Food safety in Europe: European Commission Portal on Food safety (food law and regulations, labelling…) (available on main EU languages)

- ENFFI Tool box: Food sector specific tools to facilitate the access to the financing process (but providing also information related to technical, legal and marketing issues)

Title pre feasibility x marketing
Key words and relations Communication strategy, Consumer attitudes, Social media marketing, Target Group, Co-creation, Business Plan
Latest version 2012/09/24
Completed by Agropolis International

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Created by Hte zenit on 15 May 2012, at 09:34