An interesting perspective

1. Declan McFadden,
President SYMRISE Asia Pacific
How to Manage New
Product Development
with Greater Success?
A Flavor House Perspective
Singapore FHA 2012

2. What is the cost of a flavor in a new
product development?
What is the cost of a product’s flop?

3. FLAVOR & NUTRITION
OUR STRATEGY

4. AGENDA: HOW WE CREATE
MARKET LEADERS
2. Consumer Insight
1. Lifestyle
3. Sensory science
6. Flavor & Concept
creation
7. Concept testing
8. Brand specific
customisation
9. Consumer
validation
Understand Develop Launch
4. Brand analysis
5. Flavor trends
Technical
Restrictions
Brand
Strategic Vision
Speed to market

5. PAGE 5
WHAT DOES
THE CONSUMER WANT?

6. PleasureHealth
LONGING FOR BALANCE: HEALTH & INDULGENCE
1. SYMRISE
LIFESTYLE RESEARCH

7. FAST…
AND SLOW INTENSITIES IN ASIA

8. 2. CONSUMERS
KNOWING WHAT THEY WANT
PAGE 8
…through their day
consumers search out
moments of holistic
health,
pure pleasure or a bit
of both…
HOLISTIC
HEALTH
PURE
PLEASURE
… but the one thing
they will
never compromise
on is
great taste.

9. FUNCTIONAL
VALUE
NUTRITIONAL
BALANCE
NATURAL
QUALITY
AUTHENTIC
EXPERIENCE
EXCITING
SENSATIONS
HOLISTIC
HEALTH
PURE
PLEASURE
MEAT VEGETABLE VANILLA
simply vanilla®
MINT
think mint®
CITRUS
Naturally Citrus!® RED FRUITS TASTE
MODULATION
2. CONSUMERS
KNOWING WHAT THEY WANT
Symrise interpretation

10. CONSUMER RESEARCH
PARTNERSHIP WITH OUR CUSTOMERS

11. I consume instant
noodles by itself,
consuming nothing
before or after meal,
and with plain water
I consume
instant noodles
alone and at
home
I consume instant noodles
because it is quick and
convenient to prepare
I consume the soup
version the most
2. CONSUMER INSIGHTS
WHAT DO CONSUMERS SAY? (noodles in Asia)

12. 3. UNDERSTANDING TASTE
SENSORY SCIENCE (Coffee example)
PAGE 12
BRAND 1 Sensory Spider Plot
0.0
2.0
4.0
6.0
Instant Coffee
Ground Coffee
Roasted
Buttery
Cooked Sugar
Malty
Phenolic
Herbal
Cocoa
Condensed Milk
Milky
Creamy Mouthfeel
Thick Mouthfeel
Sweetness
Saltiness
Sour
Bitter
Astringent

13. CHINA
JAPAN
TAIWAN
KOREA
AUSTRALIA
INDONESIA
THAILAND
MALAYSIA
PHILIPPINES
SINGAPORE
3. UNDERSTANDING TASTE
INSIGHT TASTE PROFILING BY COUNTRY
Japan
Korea
China
Taiwan
Australia
China
Taiwan
Roasted
Ground Coffee
Burnt
Nutty
Cocoa
Milky
Creamy
Thick Mouthfeel
Cereal Malt
Instant Coffee
Condensed Milk
Vanillin
Bitter
Caramelic
Buttery

14. PAGE 14
4. UNDERSTANDING THE BRAND
Starbucks (Japan example)
rich
happy
trendy
espresso
Premium price
special treat
satisfaction
adultsindulgent
flavourful

15. 4. UNDERSTANDING THE BRAND
ASSESSING FLAVOR GAPS & OPPORTUNITIES

16. Ginger
Coffee
Banana
Vegetables
Super Fruits
Blueberry
Citrus
Mint
PAGE 16
5. FLAVORS KNOWLEDGE
LINKING MARKET KNOWLEDGE TO TASTE
EXPERTISE
Chocolate
Strawberry
Cheese
Nuts
Caramel
Char-grill
Cream
Rum
Mango
Honey
Maple
Brown Sugar
Acerola
Citrus
Tea
Yuzu
Herb
Soy/soymilk
Tea
Citrus
Yogurt
Spice
Chili
Wasabi
Sour fruits
Exotic flavors

17. WE CREATE MARKET LEADERS
2. Consumer Voices
1. Lifestyle
3. Sensory science
6. Flavor & Concept
creation
7. Concept testing
8. Brand specific
customisation
9. Consumer
validation
Understand Develop Launch
4. Brand analysis
5. Flavor trends
Technical
Restrictions
Brand
Strategic Vision
Speed to market

18. Coffee
Flavors
SYMRISE
SPECIALTIES
SYMRISE
Natural Aroma
Chemicals
SYMTRAP
Coffee
Nature identical
Nature Identical
Natural
Natural
Key Coffee Raw Material Palette
SYMTRAP COFFEE SPECIALITIES
6. FLAVOR & CONCEPT CREATION
WITH SYMRISE TECHNOLOGIES

19. HOLISTIC
HEALTH
PAGE 19
PURE
PLEASURE
Concept Creation
6. FLAVOR & CONCEPT CREATION
GETTING ALL EXPERTISE TOGETHER TO
CREATE WINNING TASTE (examples)
COLA
REGULAR
COLA
CHERRY
COLA
LIGHT
COLA
ZERO
COLA PLUS
VITAMINS

20. 7. CONCEPT TESTING
SCREENING WINNING CONCEPTS
(Kids study examples)

21. 8. CONCEPT VALIDATION
THROUGH TASTING WITH CONSUMERS

22. PAGE 22
9. OUR PROMISE
TO OUR CUSTOMERS
We create taste consumers love…

24. ROLE OF SCS
IN SYMRISE
COMMON
LANGUAGE
Technical Language Marketing Language
Consumer LanguageBusiness Language

25. Are the products different?
30 internal people, no training
A FEW HOURS
How do products differ?
8-12 external panelists
Intensive training
3 WEEKS
How much are the products
liked?
120 consumers, no training
A FEW WEEKS
3 SIDES OF
Sensory & Consumer
Science
DISCRIMINATIVE TESTS DESCRIPTIVE TESTS CONSUMER TESTS
Triangle Test
Duo Trio Test
Quantitative Descriptive
Analysis (QDA)
Ethnography
Online surveys
Focus Groups
Central Location Test (CLT)

26. QUANTITATIVE DESCRIPTIVE STUDY
PRINCIPLE
DESCRIPTION OF ALL
FOODS & BEVERAGES
Market
Flavor
directions
Flavor
directions
of
prototypes
Sensory
fingerprints
of foods/
beverages
TRAINED PANELISTS
(in Symrise: n=35)

27. CONSUMER STUDIES
DIFFERENT TYPES
MEETING WITH
CUSTOMER
IN HOUSE
PROCEDURE
DEVELOPMENT
MARKET RESEARCH
AGENCY SELECTION
CONSUMER FIELD WORK
IN HOUSE
DATA
ANALYSIS
CREATE CONSUMER
RELEVANT FLAVORS

28. DESCRIPTIVE STUDIES
Quantitative Descriptive AnalysisTM
TRAINING MEASUREMENT
DESCRIPTORS
DEVELOPMENT
DEFINITIONS
&
REFERENCES
INTENSITY TRAINING
FINAL
MEASUREMENTS
QDATM
PANEL
PERFORMANCES
BOILED CHICKEN
WHITE MEAT
RAW GARLIC
PEPPER
0 10

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