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市场调查报告书
食品及饮料的客制化策略
Customization Strategies in Food And Drinks
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食品及饮料的客制化策略 是由出版商Business Insights在2011年09月所出版的。
这份英文市场调查报告书包含99 Pages 价格从美金2875起跳。
本报告提供为回应消费者趋势，实践企业策略，制造业者的大量客制化利用方法的分析，检讨客制化进化过程与因数位技术而使客制化机会扩大/实现方法、提供成功的客制化策略相关案例研究，并检讨未来发展与成长机会，为您概述为以下内容。
第1章 关于作者
第2章 执行摘要
第3章 简介
第4章 客制化的演变
第5章 食品/饮料的客制化相关案例研究
- 摘要
- 简介
- Graze
- Nespresso
- Mymuesli
- Chocri
- YouBar
- 的影响向发展市场上客制化
第6章 客制化策略的评估
- 摘要
- 简介
- 客制化和食品饮料产业
- 客制化的水准
- 克服生产限制的策略
- 吸引消费者策略
第7章 技术与大量客制化
第8章 食品/饮料客制化的未来
- 摘要
- 简介
- 渐趋成熟的大量客制化
- 对制造商来说的优点与课题
- 未来消费者的趋势
- 新世代技术
第9章 附录
Abstract
Introduction
This report examines how manufacturers can use mass customization to meet
consumer trends and direct their business strategy. It considers how
customization has evolved and how digital technologies enhance and enable
customization opportunities. The report provides case studies of successful
customization strategies and considers future developments and growth
opportunities.
Features and benefits
- Understand what is meant by “mass customization”, how it
relates to customization and mass production, and its interplay with
personalization.
- Evaluate key strategic questions relating to mass customized products for
food and drinks companies.
- Understand the key technical aspects associated with mass customized food
and beverages, based on analysis of theory and existing products.
- Gain insight into future developments as mass customization matures as a
concept, including key challenges and the impact of emerging technologies.
- Prompt your marketing and NPD teams with customized product and marketing
ideas from around the world.
Highlights
Mass customization have been evident in some sectors of the food and drinks
industry for decades, but customization is now becoming a more significant
trend, driven by an interplay between consumer trends, economic trends and
technological innovation.
Digital technological innovation has made mass customization a viable business
strategy, by enabling customized products to be manufactured with the
economies of scale associated with mass production. However, there are
considerable challenges including the costs of flexibility required in
production and packaging.
There are examples of customized products in several key food and drinks
categories, including bakery and cereals (e.g. MyMuesli), hot drinks (e.g.
Nespresso), snacks (e.g. Graze and You Bar) and confectionery (e.g. Chocri).
Your key questions answered
- What is the intersection of trends that makes the concept of mass
customization so important right now?
- Which strategies of customization are being used by food and drinks
manufacturers?
- What are the key challenges for both small and large manufacturers in
customized food and drinks?
- What are the features specific to the food and drinks industry that govern
customization strategies?
- What are the current and expected technological developments that will
change what is possible within the mass customization space?
Table of Contents
About the author
EXECUTIVE SUMMARY
- Introduction
- The evolution of customization
- Case studies of customization in food and drinks
- Evaluating customization strategies
- Technology and mass customization
- The future of customization in food and drinks
Introduction
- Summary
- Introduction
- Who is this report for and what is it about?
- Defining customization
- Mass production
- Mass customization
- Customization in the 21st century
- Personalization and customization
- Report definition of mass customized food and drinks products
The evolution of customization
- Introduction
- Stages in the development of customization in food and drinks
- Key drivers of the development of mass customization
Case studies of customization in food and drinks
- Summary
- Introduction
- Graze
- Nespresso
- Mymuesli
- Cereals and customization
- Chocri
- Chocolate and customization
- YouBar
- Implications for customization in a developing market
Evaluating customization strategies
- Summary
- Introduction
- Customization and the food and drinks industry
- Levels of customization
- Virtual customization: Starbucks Frappuccino
- Adaptive customization: Cadbury Adams Trident Fusion Sugarless Gum
- Cosmetic customization: Jones Soda
- Collaborative customization: Slant Shack Jerky
- Strategies for overcoming production constraints
- Managing product constraints
- Managing operations constraints
- Managing system constraints
- Strategies for engaging consumers
- Customization and personalization
- Collaborative interaction
- Managing the ‘paradox of choice’
Technology and mass customization
- Digital innovation and mass customization
- Configurators
- Databases
- Social media
- Programmable production machinery
- End-to-end mass customization solutions
- Digital technologies and food and drink customizationThe preceding
analysis considers the way in which technological developments have helped
improve and enable mass customization across all consumer-facing industries.
This section considers some specific uses that food and drinks manufacturers
deploying the mass customization business model are making use of digital
technologies as part of their business strategy. To reflect the greater
relative importance of CRM and configurators to the food and drinks industry,
due to the constraints on mass customized manufacturing detailed in Chapter 4,
the examples in this section focus primarily on the Internet.
- Virtual food customizationAs covered in more depth in Chapter 3, virtual
customization is a strategy that has been used by major brands including
Dunkin Donuts and Starbucks. In this context, the customer, using an online
product configurator, designs or simulates a virtual food or drink product
either for fun or to enter a competition. The virtual product is not
actually directly manufactured, purchased or consumed, although the winning
design in a competition may ultimately get manufactured and made available
for purchase and consumption. For manufacturers, internet enabled virtual
customization operates principally as a marketing tool, offering benefits of
brand engagement, brand awareness and interactivity with consumers. It can
also be used as a feeder for NPD. Consumers gain benefit from the experience
of co-creation, as well as potentially winning prizes or notoriety if a
competition is involved.
- Online cosmetic customization
The future of customization in food and drinks
- Summary
- Introduction
- Mass customization's transition to maturity
- Benefits and challenges for manufacturers
- Future consumer trends
- Next generation technologies
- Social buying
- 3D printing
- Offline customizationDevelopments in digital technologies have the
potential to broaden the availability of customization beyond the medium of
the internet. In the US in 2010, the Coca Cola Company introduced Coca-Cola
Freestyle to selected locations. The Freestyle is essentially a smart
vending machine, where customers can create customized drinks from over 100
different flavor combinations and access flavors not readily found in
supermarkets. The smart vending machines are connected to the Internet so
the machine can automatically report daily on its component ingredient
supply levels.
AppendixMethodology
- (Untitled section)
- Primary researchInterviews - both structured formal responses and
informal discussions - were conducted for this report with companies
active in the customization space and other industry experts.
- Secondary researchThe secondary research carried out for this report
covers five main areas:
TABLES
- Table: Average household size 1990 - 2015, selected major countries
- Table: Global middle class population, % by region, 2009-2030
- Table: Category-by-category examples of customization
FIGURES
- Figure: There are four intermediate levels between total customization and
mass production
- Figure: The Dunkin' Donuts website allows users to create their own
virtual donuts
- Figure: The MyHeinz.com website allows user to customize ketchup and
mustard labels
- Figure: Muller Corner Yogurts are a fairly early example of adaptive
customization
- Figure: Burger King's Have It Your Way slogan refers to collaborative
customization
- Figure: The evolution of customization over time
- Figure: Mass customization is driven by economic, social/cultural, and
technical factors
- Figure: There are many drivers behind and manifestations of the trend
towards individualization
- Figure: Graze offers a filtered set of choices in healthy snacking,
customized at point of sale
- Figure: Nespresso offers 16 different customized coffee varieties
- Figure: Mymuesli offers both collaborative and cosmetic customization
- Figure: Chocri allows consumers to create custom-made chocolates over the
web
- Figure: You Bar provides custom-made and custom-packaged energy bars
- Figure: Starbucks' Frappuccino website allows customers to create their
own virtual drink
- Figure: Trident Fusion allows consumers to customize their flavor profile
- Figure: Jones Soda offers customized labels, including personal photographs
- Figure: Slant Shack Jerky is a collaborative-customized meat snack
- Figure: eCreamery extends collaborative customization into ice cream with
novel packaging
- Figure: Chocri produces its bars in a single size to minimize system
constraints
- Figure: Manufacturing by hand at mymuesli.com
- Figure: The concept of ‘the customer’ in customer-ization
- Figure: There are six key strategies for managing the paradox of choice
- Figure: Digital innovation in the mass customization supply chain
- Figure: The configurator at Meandgoji.com allows customers to visualize
choices
- Figure: The drag-and-drop configurator at Element Bars helps build user
engagement
- Figure: Archetype Solutions offers end-to-end solutions for mass
customization manufacturing
- Figure: Domino's Pizza offers customized online self-service
- Figure: Specialty's website creates a customized experience using digital
technologies
- Figure: My Extra Gum is a mass-market product which nonetheless offers
online customization
- Figure: My M&M's is cosmetic customized but prints directly on the product
itself
- Figure: Experimental machines have already 3D-printed both chocolate and
cheese
- Figure: The Coca-Cola Freestyle vending machine provides instant
customized flavors
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