Title
Developing an innovative product for Bolletje, based on rusk
Author
Bijl, K.
Contributor
Blijlevens, J. (mentor)
Schoormans, J.P.L. (mentor)
Faculty
Industrial Design Engineering
Department
Product innovation management
Date
2010-02-19
Abstract
This master thesis shows the design process of “Developing an innovative product for Bolletje, based on rusk”. Bolletje is a Dutch company which is specialized in making bakery products with a long storage life. The brand Bolletje has an awareness of 98% in the Netherlands and its core product is rusk. This product is closely associated with the brand Bolletje. Two other interesting facts were found concerning this product. (1) Rusk has not been strongly promoted in the media the last years which can lead in a decrease of the target group on the long term, (2) Bolletje has just five different rusk variations on the market. Unlike, for example, the knäckebröd market where are fifteen knäckebröd variations, varying from different flavours to total new products addressing a new need of the consumer. These two facts have led to the graduation assignment to develop an innovative ‘rusk based’ product. Bolletje can expand with this new product their rusk category in the market, resulting in an increase of the target group. The product innovation process has been followed for working out this assignment. In the first phase, the Fuzzy Front End, a qualitative research has been held. In the qualitative research participants had to make a collage about their eating moments during a weekday. After this they were interviewed about rusk and everything in this context. Out of the qualitative research insights were derived which formed the basis in this report for the development of ‘rusk based’ ideas. Performing two brainstorm sessions was the start of phase two, New Product Development. In the brainstorm session were ideas for a ‘rusk based’ product generated. The ideas that had most potential based on the criteria “innovative” and “fit to the brand Bolletje” were chosen and further evaluated with key Bolletje employees. This has led to a top five. These five are worked out into concepts. One concept was chosen to continue with and this is the concept mini rusk. It is technical most feasible and it has the most potential, because it is addressing a different need of the rusk-eating consumer. This concept is further developed and some characteristics of the product are: the diameter of the product is 50mm, the height is 15 mm and a flavour is put on the rusk. This flavour could be salty or sweet and both options tasted nice. For this project there is chosen to continue with the sweet flavour cinnamon and sugar. Though the option to market the product later with a salty flavours stays open. The developed concept concerns a line extension of rusk. To get more information about the factors that affect the success of a line extension in the market, a literature study has been performed. This study has led to the fact that the mini rusk best can be market in the in-between market. In the last phase of the product innovation process, commercialization, the product was evaluated by consumers and a market strategy is developed. Result from quantitative research showed that participants liked the mini rusk. They found the product ready to eat and the product looks like rusk. A negative finding was that some participants found the mini rusk too dry. Based on the results of this quantitative study, a first draft market strategy was developed. There is advised to market the product in the in-between shelf close to the product of the brand Snack-a-Jack. The price of the product should be around 1,35 and for the name of the product B’schuitjes is chosen. The product should be packed in portion packages. Finally some recommendations were done about: the dryness of the rusk, the name, appearance of the package, price and market strategy.
Subject
consumer research
food product
innovative
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http://resolver.tudelft.nl/uuid:53d2bfd0-c3ae-4bfa-8bbd-c3279a6e98cb
Embargo date
2011-02-19
Access restriction
Campus only
Part of collection
Student theses
Document type
master thesis
Rights
(c) 2010 Bijl, K.