Marketing Research Plan in regard to Concept and Product Testing for Nespresso Lattissima

Table of Contents

Table of Contents.................................................................................................................................21. Introduction......................................................................................................................................3

1.1. Background of the report...........................................................................................................31.2. Aims...........................................................................................................................................4

2. Product Concept...............................................................................................................................43. Concept testing.................................................................................................................................5

3.1 Research Objectives....................................................................................................................63.2 Key information for the research plan........................................................................................63.3 Potential participants to the research..........................................................................................73.4 Market research methods to use.................................................................................................73.5 Justification of proposals............................................................................................................93.6 Limitations of the research.......................................................................................................10

4.Product Testing................................................................................................................................104.1 Research objectives..................................................................................................................114.2 Key information for the research plan......................................................................................114.3 Potential participants to the research........................................................................................124.4 Market research methods to use...............................................................................................124.5 Justifications of proposal..........................................................................................................134.6 Limitations of the research......................................................................................................14

Conclusion..........................................................................................................................................14

1. Introduction

1.1. Background of the report

Over the last decades, new product development (NPD) and innovation have become increasingly

critical for the survival and the success of many companies around the globe. In fact, current

business trends such as, global competition, rapid technological change, and little product

differentiation with traditional products have drastically shortened product life cycles. As a result,

many companies have been forced to develop new products, or modify their current ones in order

to retain their market share (Sepehri, Bayat & Najafi, 2006). Many studies on marketing field have

identified that well-designed marketing research, conducted at different stages of NPD can provide

a deep understanding of consumer needs for designing and developing new successful products

(Hauser, Tellis & Griffin, 2006). On the other hand, poor marketing research and the inability to

adequately fulfil consumers’ needs has been identified as a key factor for new product failure

(Ogawa & Piller, 2006). Therefore, in order to increase the likelihood of new product success and

reduce the risk of new product failure, it is essential that companies develop a close contact with

their target market throughout the entire developmental process (Sepehri et al., 2006). NPD is a

dynamic process which can be conducted through different major stages such as, “idea generation,

concept testing, product testing, pre-test market, test market, launch, and life-cycle management”

(Ozer, 1999, p.78). According to Crawford and Di Benedetto (2010), concept testing and product

testing play a key role in product innovation. In fact, while concept testing identifies consumers’

need in regard to the proposed item, product testing evaluates whether or not the product developed

fulfils that need (Sepehri et al., 2006).

Nestle’s Nespresso is the “market leader in high quality portioned coffee” (Matlack, 2009, p.2), and

an example of how NPD can be critical to deliver success. Through the launch of Nespresso

Lattissima single serve espresso machine with new innovative one touch milk solution (NL), the

company has established itself as a pioneer of product innovation. In fact, by adding new features to

their coffee machines Nespresso has reinvented how millions of people prepare and drink their

coffee.

This report will examine the role of marketing research in testing at different stages of NPD.

1.2. Aims

The report focuses on the marketing research plan for concept testing and product testing prior the

launch of Nespresso Lattissima single serve espresso machine with one-touch milk system (NL).

The first part of the report will discuss the product concept of Nespresso Lattissima coffee machine.

Then, for each of the two stage of NPD it will be analysed:

Research objectives

Key information relevant for the research plan

Potential participants to the research

Specific market research methods to use

Justification of proposals

Limitations of the research

The results of these research will be used to develop NL and launch it into the market.

2. Product Concept

A new product concept is defined by Crawford and Di Benedetto (2011) as a statement about

estimating product characteristics that can generate potential benefits or solutions to problems

relative to other products already available. These statements provide the basis for obtaining

specific consumers’ feedback in order to evaluate the viability, the strength and the potential sales

of a new product. This representation of the product constitutes also a protocol that offers to

development teams a well-defined set of expectations as well as a guidance for the product

formulation, the development process, and the launch strategy (Lord, 2000).

According to Crawford and Di Benedetto (2010), new products can be classified into 6 categories in

terms of degree of innovation that they provide. These include:

“New to the world products

New to the firm products

Additions to existing product lines

Improvements and revisions to existing products

Repositionings

Cost reductions” (Crawford & Di Benedetto, 2010, p. 14)

Each of these categories can be considered as a new product (Crawford & Di Benedetto, 2010).

However, it is critical to understand the different risks, challenges and uncertainties which each

new products group may generate, in order to manage effectively the development process.

Considering that Nespresso has been developing, testing, and launching coffee machines into the

market since 1986 (Nestlè Nespresso, n.d.), this new coffee machine will constitute an addition to

the existing product line. Therefore, although NL will not revolutionize the existing coffee

machines market, it will provide a unique and superior product with less risks associated to its

development.

Crawford and Di Benedetto (2011) claim that one of the strategic elements of new product

development is the product innovation charter (PIC). This tool acts as a guide for managers

throughout the NPD process, and ensures that the new product team focuses and develops products

that are in line with the objectives and the strategies of the company (Dickinson & Wilbuy, 1997).

In order to develop the new product strategy, the PIC often utilises the corporate mission as an input

(Crawford & Di Benedetto, 2010). Therefore, for creating the product concept of this new coffee

machine, it has been utilised the mission statement of De’Longhi, which will manufacture the

coffee machine.

De’Longhi’s vision is to “be recognised as the global market leader in coffee, comfort and selected

kitchen and homecare categories” (De Longhi, n.d.). In order to achieve this objective their mission

is:

“to offer consumers innovative home appliances with a distinctive combination of style and

performance

To take an international approach to product development appealing to different cultures and

living environment” (De’Longhi, n.d.).

This mission will constitute the conceptual and strategic framework that will guide the product

concept throughout the NPD process.

The description of NL concept is provided in the Appendix A of the report.

3. Concept testing

Concept testing is a critical stage of NPD utilised to assess consumers’ reactions to a new product

concept (Wind, Stuart & O’ Connor, 1975). This process requires consumers’ exposure to a product

idea through a predetermined series of questions designed to evaluate their opinions and feelings

about a new product concept (Lord, 2000). The rationale behind concept testing is that consumers

can provide relevant information such as, customer utility, cost of a new product, and technical

feasibility about potential concepts to product designers. These information allows to filter poor

concepts, assess the trial rate, and refine the initial idea (Crawford & Di Benedetto, 2006). As a

result, managers can reinforce the final concept, determine potential market size, and develop

marketing strategies without the costs involved for marketing and developing the actual product

(Fraser, 1994).

3.1 Research Objectives

In order to testing the concept, it is essential that the research focuses on the following objectives:

identify whether potential buyers understand the concept

Identify the strength and the uniqueness of the concept

Identify whether the concept can be improved

Identify barriers and benefits of the concept

Identify whether there is a need of the product and how this product could fulfill this need

Determine level of interest of potential buyers in purchasing the product

Determine positive and negative perceptions of the product functions, features and benefits

Confirm the target market

Gather target market behavioural information such as frequency of use, purchasing reasons,

and their reaction to price (Crawford & Di Benedetto, 2011).

3.2 Key information for the research plan

The key information that will be assessed for testing NL concept include:

Competitors in the market of the coffee machines in order to compare the product concept to

the products already in the market, and to identify the degree of differentiation from them

Previous models of Nespresso coffee machines in order to identify degree of innovation that

this concept will provide to the market if the concept testing phase will be successful

Concept likes and dislikes

General expectations generated by Lattissima

Nespresso’s target market to better assess the perceived advantages and disadvantages of the

concept

Target market involvement

Coffee machines industry to understand real market opportunities and forecast potential

sales

Concept key attributes as uniqueness, overall appeal and purchase intent

Concept fit with target and brand

Attractiveness and impact of product and brand concept

Price elasticity

The elements of the marketing mix such as product, price, place and promotion (Sepehri et. al.,

2006; Crawford & Di Benedetto, 2011).

3.3 Potential participants to the research

In order to test the concept of NL, the research will be conducted with the following groups:

A sample of previous and current Nespresso coffee machines owners, which can provide the

voice of the customer (VOC) as an input to R&D department and marketing personnel

(Crawford & Di Benedetto, 2011).

A national sample of the target market of the five leading countries that import coffee

around the globe such as, U.S., Italy, Japan, Germany, and France (SCAA, n.d.). This group

can provide relevant projectable data which can be utilised to forecast potential sales, and

obtain demographic information for confirming the target market itself

A sample of Specialist Coffee Association of America (SCAA), the world’s largest coffee

trade association with over 3000 members around the globe among producers, coffee

retailers, exporters and importers, roasters, and manufacturers of coffee equipment (SCAA,

n.d.). This sample represents the lead users of the coffee industry. Therefore, they have a

better understanding of some the coffee machines issues and they can provide vital solutions

to these issues.

A sample of De’Longhi designers and manufactures, which can provide relevant

information and suggestions from a technical perspective

3.4 Market research methods to use

The concept will be presented in a narrative format to targeted groups identified above.

The first part of the marketing research will be conducted through online surveys. Some of the

reasons for choosing this particular quantitative marketing research tool include:

Speed and timeliness : They can be conducted a time-efficient manner, allowing real-time

access for interactions with geographically diverse groups.

Convenience : Respondents can take an online survey in the most convenient time for

themselves.

Easy of data entry and analysis : It is easy to complete online surveys, and to store

instantaneously all the information in a data base

Question diversity : It is possible to include scales, multiple-choice questions, dichotomous

questions, single and multi-response questions and also open-ended questions.

Low administration costs : Once the surveys are developed and placed on the database, do

not require interviewers or postage. Therefore, costs are kept down.

Controlled sampling : They allows access of demographic data and can also be used to

enhance the relationship with current customers by showing interest to their opinions

Go to capabilities : As complicated instructions are not required, they eliminate respondent

confusion. Therefore, it can also reduce many respondents’ errors. (Evans & Mathur, 2005).

A selected sample of respondents of each group identified above will receive by e-mail the survey

questionnaire described in Appendix B of the report.

The second part of the marketing research will be conducted through focus groups with a small

number of representative of each group identified above. This qualitative research tool can be used

to explore more in depth consumers opinions and attitudes about the concept. In fact, according to

Kent (1993), focus groups have the ability to generate constructive discussions about preliminary

product concepts, which can be utilised as a platform for brainstorming new concepts. This

marketing research tool will provide qualitative data about NL that will allow to:

Identify its strengths and weaknesses

Develop strategies its concept improvement

Identify which particular attributes do not match with consumers needs

Identify whether the concept is relevant for the target market

Change, expand and refine the concept based on relevant customers’ insights

Identify market potential for the concept (Kent, 1993)

The focus group interviews will involve 10 people among consumers and product designers in a

open and in-depth discussion about NL. During these focus groups participants will be facilitated by

a moderator to free discuss about NL attiributes, price, potential features additions and product

modifications (Ozer, 1999).

The third part of the marketing research will test the concept through conjoint analysis. In fact,

according to Crawford and Di Benedetto (2011, p. 174), conjoint analysis provide results that are

“a valid early indicator of ultimate product success for product line extension”. This marketing tool

allows to statistically quantify and predict which combination of products attributes consumer

prefer. During this analysis respondents are required to provide judgments about their preferences

for combinations of products attributes (Mohr, Sengupta, & Slater, 2010). The goal is to identify the

trade-off that consumers make for each attribute of the concept, in order to assess the relevance that

they place on each of these attributes. According to Hauser and Rao (2002) this analysis provides a

better understanding of consumers preferences compared to surveys and focused groups, because

allows respondents to answer to the survey as they were located in real market scenario.

The conjoint analysis of NL will be based on the following attributes:

Brewing time

Potential price

One-touch milk frother

Auto-rinsing function

Removable milk container

Capsule coffee extraction

Design

Energy consumption

Dimension

Colour

Warranty length

Brand name

The results of this research will be used to assess the importance of each attribute. As a result, these

information will be used to develop and design a product in order to meet target market needs.

3.5 Justification of proposals

Through the analysis of the coffee machines market, and some of the major global trends, many

factors suggest that NL represents a new successful product concept.

Considering the some of the favourable market trends, which are described in Appendix C of the

report, and the potential benefits identified through the market research, the need of the product, and

the strength of the concept have been confirmed. The analysis of the coffee machines industry has

identified an increasing numbers of competitors entering in the market with innovative products.

However, none of the coffee machines currently available in the market includes key features such

as, the one-touch milk frother, and the automatic self-rinsing function. These attributes provide

many benefits to coffee machines’ users, by reducing the time of preparing their lattes and

cappuccinos, and eliminating the cleaning procedure after each use. Therefore, Nespresso and

De’Longhi have the identified an innovative product concept that can solve many current problems

of coffee machines users. As a result, moving to the next stage of NPD it is necessary to guarantee

Nespresso’s growth and survival in the marketplace.

3.6 Limitations of the research

As many variables are involved in concept testing, the results identified present some important

limitations that need to be taken into account. These include:

Respondents may find practical difficulties in conceptualizing and assess the attributes of a

product or a new technology, based on its concept statement (Crawford & Di Benedetto,

2010).

Respondents may like various aspects of the product concept and rate it highly. However,

he/her could be uninvolved for the basic idea of the concept (Iuso, 1975).

There is a time lag between the market research is undertaken and the results are analysed in

which concept can change (Panda, 2008).

Some changes in the market place may occur

Concept test cannot assess consumers’ satisfaction with the actual product. As a result, trial

rates cannot be translated into adoption rates (Tauber, 1972).

Respondents may encourage the product development by overstating their interest

Respondents can rank only the product attributes mentioned on the survey

In order to face the rapid technological change and the increasing competitiveness of the market,

Nespresso should focus on only the critical steps of NPD in order to shorten the time to market

(Crawford & Di Benedetto, 2010).

4.Product Testing

Once the product concept has passed successfully the concept testing, the following step is to

develop its prototype and test it (Panda, 2008). At this stage, the physical product is exposed under

controlled conditions to a representative sample of target consumers in order to be evaluated (Kent,

1993). This process allows companies to determine:

“Whether the product matches the promises of the concept

Whether consumers preferences change after use

How the product performs compared to others already available in the market

How the product can be improved” (Ozer, 1999, p.86).

Through the creation of product prototypes, managers can conduct user evaluations of the product

as well as comprehend user preference trends at an early stage of NPD (Christie, Jensen, Buckley,

Menefee, Ziegler, Wood, & Crawford, 2012). As a result companies have the ability to identify and

correct potential issues and minimise risks and costs before continuing in the NPD.

4.1 Research objectives

In order to testing the prototype of NL, it is essential that the research focuses on the following

objectives:

Confirm that NL prototype matches with its concept

Ensure that NL meet users needs

Ensure that NL performs as expected

Gather consumer feedbacks in regard to NL

Testing feasibility of NL (Ozer, 1999; Panda, 2008).

4.2 Key information for the research plan

The key information that will be assessed for testing NL prototype include:

Users perceptions, experiences and feedbacks about NL prototype

Identification of product acceptance

Evaluation of the prototype compared to other brands or previous products. This includes

the analysis of whether users perceive NL as the coffee machines they currently use, or they

have previously used

Assessment of NL prototype performance compared to the expectations generated by the

concept

Analysis of the functional weaknesses and the potential improvements in terms of usability,

design, efficiency, reliability, simplicity to use, ergonomics, safety, simplicity of use and

safety

Evaluation of users propensity of purchasing the product

Assessment of prototype performance in both laboratory and real user circumstances

Identification of problems related to technology uncertainty

Identification of consumers perceived benefits

Evaluation of any user change in terms of preferences after the prototype use (Baskoro,

2006; Crawford & Di Benedetto, 2011; Alliance Research, n.d.).

4.3 Potential participants to the research

In order to test the prototype of NL, the research will be conducted with the following groups:

A small sample of current Nespresso coffee machines owners : Considering that NL will be a

line extension, this group can identify whether or not the prototype performs better or as

well as the existing products (Alliance Research, n.d.).

A small sample of other coffee machines owners : this group will provide the VOC from the

point of view of potential users. This will allow the company to evaluate whether or not this

group can be persuaded to switch to other brands (Kent, 1993).

A small sample of the target market identified during the concept testing phase.

A small sample of SCAA : As identified during the concept testing phase, this sample

represents the experts of the coffee industry.

A small sample of De’Longhi designers and manufactures : this group can provide relevant

suggestions from a technical perspective.

A small sample of employees.

4.4 Market research methods to use

NL prototype will be tested through the use of internal alpha test, with a small sample of employees

as well as a small sample of De’Longhi designers. These short-term tests allow to assess the

prototype under laboratory circumstances within a company, in order to evaluate whether or not it

delivers the intended performance (Ozer, 1999). In fact, they are developed to inform

manufacturers whether or not the product is free of bugs ( Crawford & Di Benedetto, 2011).

The alpha test will be conducted through focus groups and in-depth interviews. These qualitative

market research techniques will provide detailed information about the product from the employees

point of view as well as the designers’ one. Further, the product will be evaluated in a paired

comparison test, in which NL prototype will be compared to other coffee machines such as Senseo

New Generation coffee machine. This approach will allow to have a more complete perspective of

NL attributes and potentialities.

Simultaneously some prototypes will be delivered to a small sample of potential costumers among

the groups identified above for beta testing. This test allows users to utilise the prototype for a

specified time period within their own environment, and provides to the company feedbacks about

the product (Ozer, 1999). These feedbacks can be utilised by producers as input for product

improvement before its commercial release (Mohr et al., 2010). The prototype will be evaluated in

monadic test, in which respondent will test the single prototype attributes for a time of two weeks

(Crawford & Di Benedetto, 2011). Considering that in normal conditions consumers use only one

product version, this test will generate results which will be more close to the reality compared to

tests utilised in alpha test. Further, in order to identify users opinions about NL, a selected sample

of respondents will receive a NL prototype, and a survey questionnaire similar to the one described

in Appendix D of the report.

4.5 Justifications of proposal

In both stages of NPD, NL attributes has been tested and modified in order to match the needs of

the market. The PIC has ensured a strategic direction in line with the mission and the main

objectives of the company throughout the entire NPD process. The market research during concept

testing has allowed to focus on particular attributes of NL, that have been considered more relevant

for the target market. Therefore, De’Longhi and Nespresso have developed a prototype of NL

based on its concept, and the main information identified during the market research. This prototype

has been then tested through alpha and beta tests in order to identify bugs, obtain users feedback,

and improve the product before its commercial release. Through the implementation of the A-T-A-

R Model, it has been also forecasted early profits and sales of NL, which has confirmed its potential

success. In fact, in order to transform individuals into regular purchasers “there must be awareness

of the product, they must try the product, they must find it available, and they must want to repeat

and buy again” (Crawford & Di Benedetto, 2011, p. 200). At this point of the NPD process, the

company can create their marketing plan and NL is ready for the launch phase.

4.6 Limitations of the research

Product testing presents some critical limitations that need to be taken into account. These include:

It cannot forecast market size, brand share, sales volume and repeat buying

It cannot assess correct pricing

Testing occurs too late in the NPD, generating delays before the production

Users often do not have enough time to assess whether the product meets their needs

It cannot ensure free bugs products (Panda, 2008; Crawford & Di Benedetto, 2011)

Although many of these limitations cannot be overcome through the use of test previously

analysed, many companies often utilise a further test, named gamma test, to ensure that users have

enough time to assess that the product meets their needs. In fact, this form of prototype testing

allows users to use the product indefinitely until the issues targeted during the development are

solved and the customers satisfied.

Conclusion

This report has examined the role of marketing research during concept and product testing prior

the launch of NL. The first part of the report has discussed the product concept of Nespresso

Lattissima coffee machine. In this part it has been evaluated some of the critical factors that need to

be taken into account when developing new products such as the strategic role of the PIC. In the

second part of the report it has been analysed in depth the concept testing phase of NL, and the key

role played by different market research techniques such as, online surveys, focus groups and

conjoint analysis. This stage has allowed managers to evaluate some of the strengths and the

weaknesses of the concept, identify need of the product, and assess which attributes of the concept

have been perceived as relevant for the target market. The information identified through this

process has allowed to develop and test a prototype of the product. This stage has helped managers

to evaluate the prototype through different tests such as, alpha, and gamma testing, in order to

identify bugs, obtain users feedback and improve the product. As a result, managers have obtained

enough information to improve the product before its commercial release. Therefore, it is essential

to have a focus on each of these stages of NPD, in order to understand market needs, minimize

failure risks, and launch new successful products into the market, which is vital for the survival of

companies.

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