Question

pick a variety of products in the mature stage (ketchup, salad dressing, laundry detergent, among others), and brainstorm product “improvements” to maintain consumer interest in the product (such as colored Ketchup, etc.).

Answer 1

Products chosen for the study: ketchup, salad dressing, mayonnaise (consumer durables)

The product improvements recommended are:

• Organize contests to get feedback from customers about the innovative flavors that they would like to consume
• Based on the data received, small batches of the innovative products can be launched and consumer response can be checked on sample group
• Company can launch collaborative efforts to sell combination of complementary goods like selling mayonnaise and garlic bread together
• Packaging of product can be improved, targeting on niche segment of consumers. For example: attractive small packets for students’ lunch box
• Consumers appreciate healthy ingredients. The companies can try to incorporate healthy ingredients in the products.