Basic Components of New Product Development (Fisheries)

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1. Basic components of product development Presented by: Moran, Paulines , & Orillo BS Fisheries 4 section B

2. Product development It is the process of bringing a new product or service to market, including the conceptualization, design, development, testing, and launch phases. In fisheries, product development involves creating or improving fishery products using post-harvest technology to enhance quality, convenience, and shelf stability. This process optimizes resource utilization, efficiency, and cost-effectiveness through stages like idea generation, prototyping, testing, and commercialization (Santos-Yap, 1997).

3. Basic components of product development Idea Generation Market Research Concept Development & Feasibility Analysis Design & Prototyping Product Development Testing & Validation Production & Manufacturing Marketing & Launch Strategy Launch & Distribution Post-Launch & Continuous Improvement 1 2 3 4 5 6 7 8 9 10

4. IDEA generation Examples: Value-added processing : Transforming raw fish into processed products like canned tuna, smoked salmon, fish fillets, fish cakes, or fish sausages. This could involve exploring different preservation techniques (e.g., freezing, drying, fermentation) or flavor profiles. - Market niche exploration : Identifying specific consumer segments (e.g., athletes, children, vegetarians) and designing products tailored to their needs and preferences.

- Technological innovation : Utilizing new technologies, such as 3D printing or advanced preservation methods, to create innovative fish products. - Brainstorming and identifying opportunities.

5. Market research Example : Improving the Marketing of a Local Fish Species

- Target Audience : Restaurants, retailers, and consumers in the local market.

- Interviews : Conduct interviews with restaurant chefs and retailers to understand their needs and preferences for local fish species.

- Consumer Focus Groups : Gather a group of consumers to test different recipes using the local fish species and gather feedback on taste, texture, and overall appeal.

- Market Analysis : Analyze market data on the demand for local fish species and identify potential growth opportunities.

- Competitor Analysis : Examine the marketing strategies of competitors who are already selling local fish species, identifying successful approaches and areas for improvement. - Understanding customer needs and competitive landscape.

6. Concept Development & Feasibility Analysis Example : Fish Bone Fertilizer

- Concept : Process fish bones, another by-product, into a natural, nutrient-rich fertilizer for gardens and farms.

- Feasibility :
- Market: Demand for organic and sustainable fertilizers is increasing.

- Technical: Develop a process to grind and compost fish bones.

- Financial: Assess the cost of processing and marketing the fertilizer. - Defining product features and assessing viability.

7. Design & Prototyping Example : Improved Fishing Net Design

- Design : Develop a new fishing net design that reduces bycatch (unwanted fish caught) and improves selectivity for target species. This could involve using different mesh sizes, materials, or configurations.

- Prototyping : Create a small-scale prototype of the new net design to test its effectiveness in a controlled environment, such as a tank or a small-scale fishing operation. - Creating models and testing initial designs.

8. Product DevelopmenT Example : Fish Oil Supplements

- Concept : Develop a new line of fish oil supplements with improved absorption, taste, and convenience. This could involve using different forms of fish oil, like omega-3 fatty acids, or incorporating them into capsules or gummies.

- Development : Research and test different formulations and delivery methods to ensure optimal absorption and a pleasant taste. Develop packaging that is convenient for consumers to use. - Engineering or coding the final product.

9. Testing & Validation Example : Fish Processing Efficiency

- Testing : Test a new fish processing machine (e.g., a filleting machine) with different fish species and sizes to measure its efficiency, accuracy, and speed.

- Validation : Compare the performance of the new machine to traditional methods, measuring factors like yield, waste reduction, and worker safety. - Ensuring quality through rigorous testing.

10. Production & Manufacturing Example 1: Fishmeal Production

- Production : Fishmeal is a protein-rich feed for livestock and aquaculture. It’s made by grinding and drying fish that are not suitable for direct human consumption.

- Manufacturing : This involves a process of grinding, cooking, pressing, and drying the fish to create a stable, shelf-stable product.

Example 2: Canned Salmon

- Production : Canned salmon is a popular food product, often used in sandwiches and salads.

- Manufacturing : The process involves catching the salmon, cleaning and filleting it, canning it in brine or oil, and then sterilizing the cans to ensure a long shelf life. - Scaling up the process for market release.

11. Marketing & Launch Strategy Example : New Fish-Based Snack Launch

- Marketing : Target health-conscious consumers and families by emphasizing the nutritional benefits of fish, like omega-3 fatty acids. Promote the convenience and portability of the snack.

- Launch : Partner with food bloggers and influencers to generate buzz and reviews. Offer free samples at health food stores and fitness events. - Planning how to introduce and promote the product.

12. Launch & Distribution Example : Launching a New Line of Smoked Salmon

- Launch : Partner with specialty food stores and online retailers that cater to a discerning customer base. Host tasting events and offer samples to generate interest.

- Distribution : Use refrigerated trucks to transport the smoked salmon to retailers, ensuring it arrives fresh and in optimal condition. Consider direct-to-consumer sales through an online platform or a subscription service. - Delivering the product to customers.

13. Post-Launch & Continuous Improvement Example : Fish Oil Supplement

- Post-launch : Monitor sales data and customer feedback to identify areas for improvement. For example, if customers complain about the taste, consider developing a new flavor or formulation.

- Continuous Improvement : Conduct regular research to explore new technologies for fish oil extraction or encapsulation, aiming to improve absorption or create more sustainable options. - Iterating based on feedback.

14. The importance of new product development in the food industry What is Food Product Development?

- The process of developing a new product to meet a consumer / market need and / or trend.

- This involves a number of steps that are completed before the product is introduced to the market.

- A new product development maybe done to develop an item or improve a product.

- To compete with market trends and /or changes, new product development is essential to any business.

- How new things show up in the grocery store or in foodservice

- The process of creating, processing, and commercializing a new food product

- The process generally takes a group of people from different disciplines working together to develop (or improve) a product.

15. Reasons for new product development

16. Summary & Key Takeaways Summary :

Multi-Phase Process: Product development is a comprehensive process that starts with idea generation and ends with post-launch improvements.

Critical Components: Each stage—market research, design, testing, production, and marketing—plays a vital role in building a successful product.

Continuous Improvement: Feedback and iterative development are key to adapting to market needs and achieving long-term success. Key Takeaways :

A systematic approach minimizes risks and enhances the product’s market fit.

Engaging in thorough research and testing leads to higher quality and customer satisfaction.

17. References Cooper, R. G. (2008). The Stage-Gate Idea-to-Launch Process—Update, What’s New, and NexGen Systems. Journal of Product Innovation Management, 25(3), 213-232. Dey , M. M., & Mohanty , S. (2019). Product development strategies in aquaculture: Challenges and opportunities. Aquaculture Research, 50(7), 2113-2126. https://doi.org/10.1111/are.14271 Kamau , J., & Gichuki , N. (2021). Innovations in fisheries product development: A case study of Kenya. Journal of Fisheries and Aquatic Sciences, 13(2), 91-104.


Santos-Yap, E. M. (1997). Development of value-added fishery products. In Advances in Fish Processing Technology in Southeast Asia in Relation to Quality Management and Workshop on Compilation of Fish Products in Southeast Asia (pp. 153-160).

18. Thank you for your attention! Presented by Moran, Paulines , & Orillo