Profitably using research to identify, develop and launch a new product

Date of publication: August 23, 1981


The joint paper is given by the then European Marketing Manager of a major brewery company together with an Italian Qualitative Research Consultant who has worked closely with this client over a period of several years. The paper describes the generation, development and evaluation of a new product - Twyford Amber Ale in the Italian market. The work started in 1977 and the product launch was in 1980. This paper traces how an opportunity for a new product was identified from on-going monitoring-type qualitative research on the company's main brand - Guinness Extra Stout. Similarly subjective data from the local sales company

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