The incremental approaches optimizing one element at the time in a complex
environment where Nestlé has to come up with heathy, sustainable products that the
consumer wants and can afford, have quickly shown their limitations.
Therefore, Nestlé Research put in place a holistic approach, called PrIME,
optimizing at the same time consumer healthiness, preference, sustainability and
affordability. Integrating these four elements into product development through
deep understanding of consumer needs and preferences has helped identifying
optimal recipes by maximizing these different elements simultaneously.
Nestlé is applying the PrIME approach to product design and packaging to
optimize the whole product experience by:
(1) Mastering healthiness and sensorial product features. For example, delivering
product sweetness with less sugar through optimal product design.
(2) Improving the packaging functionality to ensure:
1. Inclusions of all individuals (for instance the elderly), and
2. Frustration free packaging experience.
Nestlé Research has developed this consumer centric product development
approach in all key global brands for the past years and we are now deploying it in
the main markets to support our local brands.
This consumer-centric approach is built around a process that uses a collection of
standardized methodologies and tools to connect people understanding and product
knowledge. The management of our knowledge and data is the foundation of this
process and the way to accelerate it, iteration after iteration. Therefore, several
activities are in place to optimize the management and sharing of consumer and
product knowledge and data. PrIME is using data from different sources and big
data techniques to ensure we constantly satisfy the evolution of needs of individuals
and families.
PrIME consists of the following steps:
(1) Identification of consumer value drivers: what is important for the individuals
and families? How do they like consuming their products? What are their
needs? What are their dissatisfactions? This first step is important to dive into
the heart of the consumer preferences but not sufficient to decode individuals
and family’s needs.
(2) Understanding people needs and behaviours is at the heart of this approach. We
use state of the art consumer research to translate multi-dimensional needs into
objective product features and attributes.
(3) Consumer centric product and technological mastership is ultimately the way
to:
a. Fast track product development. b. Identify our product knowledge gaps and
develop innovative, differentiating and sustainable technologies to better satisfy the
consumer on the elements cited above: healthiness, preference, sustainability and
affordability. c. Control our manufacturing settings and provide day after day high
and sustainable product quality to individuals and families.
452
N. Espinoza-Orias et al.
environment where Nestlé has to come up with heathy, sustainable products that the
consumer wants and can afford, have quickly shown their limitations.
Therefore, Nestlé Research put in place a holistic approach, called PrIME,
optimizing at the same time consumer healthiness, preference, sustainability and
affordability. Integrating these four elements into product development through
deep understanding of consumer needs and preferences has helped identifying
optimal recipes by maximizing these different elements simultaneously.
Nestlé is applying the PrIME approach to product design and packaging to
optimize the whole product experience by:
(1) Mastering healthiness and sensorial product features. For example, delivering
product sweetness with less sugar through optimal product design.
(2) Improving the packaging functionality to ensure:
1. Inclusions of all individuals (for instance the elderly), and
2. Frustration free packaging experience.
Nestlé Research has developed this consumer centric product development
approach in all key global brands for the past years and we are now deploying it in
the main markets to support our local brands.
This consumer-centric approach is built around a process that uses a collection of
standardized methodologies and tools to connect people understanding and product
knowledge. The management of our knowledge and data is the foundation of this
process and the way to accelerate it, iteration after iteration. Therefore, several
activities are in place to optimize the management and sharing of consumer and
product knowledge and data. PrIME is using data from different sources and big
data techniques to ensure we constantly satisfy the evolution of needs of individuals
and families.
PrIME consists of the following steps:
(1) Identification of consumer value drivers: what is important for the individuals
and families? How do they like consuming their products? What are their
needs? What are their dissatisfactions? This first step is important to dive into
the heart of the consumer preferences but not sufficient to decode individuals
and family’s needs.
(2) Understanding people needs and behaviours is at the heart of this approach. We
use state of the art consumer research to translate multi-dimensional needs into
objective product features and attributes.
(3) Consumer centric product and technological mastership is ultimately the way
to:
a. Fast track product development. b. Identify our product knowledge gaps and
develop innovative, differentiating and sustainable technologies to better satisfy the
consumer on the elements cited above: healthiness, preference, sustainability and
affordability. c. Control our manufacturing settings and provide day after day high
and sustainable product quality to individuals and families.
452
N. Espinoza-Orias et al.