The thesis deals with the development of a food product based on Dipsi dip sauces. This thesis aims to break down the process of product development and show the final result of the company, which started as a mere school project but will soon be found on the shelves of one of the largest Slovenian retailers.
The theoretical part first defines the basic concept of the product, its levels and life cycle, and then describes the design thinking method used in the early stages of product development.
The development of the product is described in terms of the marketing mix, which consists of the product definition, the pricing policy, the definition of the distribution channels and the marketing communication.
In the following, the results of the competitive analysis are presented, in which four selected sauces on the Slovenian market were compared with Dipsi's sweet and sour sauce, the criteria being purpose and taste, average calorie content, packaging used and ingredients. The results of interviewing some randomly selected potential customers state that the market for dipping sauces in Slovenia is relatively weak and especially healthy and homemade products are not abundant, so the decision to buy a dipping sauce that has never been bought before depends strongly on the esthetics of the packaging.
The experimental part consists of food labelling, packaging choice, price determination, market channel choice and marketing communication type using Dipsi sweet and sour dipping sauce as an example.
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