the product development process
It's not easy to develop a successful new product that will stand the test of time and gain a permanent place in a company’s portfolio. It takes about 50–100 new product ideas to produce one successful one. Most ideas fail early in the process, long before they reach the consumer.
The success of product development at Cadbury depends upon combining good artisan (chocolate making) knowledge with knowledge of consumer opportunity/insight.
Because the product development process is expensive, it’s essential that a thorough approach to research and development is taken. Cadbury works through a series of six stages to take an idea (a proposition) through to product launch:
For an idea to move on to the next stage it has to go through a “decision gate”, when a team of managers decide if it is worth moving the product to the next stage of development, or whether the project should be stopped. Only products with the best chance of long-term success will make it through each gate.
Click through the next six screens to find out more about each stage in the product development process.
