New Product Introduction
Delta Pride Catfish:
Innovation from Process to Product to Promotion.
With the acquisition of new equipment that made the “deep skinning” of catfish possible, Delta Pride was looking for ways to make the most of this capability and get the highest rate of return on their equipment investment. They discovered that deep skinning resulted in a premium, tenderloin-type catfish fillet. The challenge was to determine how to take these filets to market: Who would buy the product? How should it be introduced and positioned in the category? And what materials were needed to support such an introduction?
ACTION: Prior to launch, GodwinGroup sent an analytical survey to assess the public’s perception of the new product. Taste tests were conducted to clearly identify the niche the product filled, and names for both the product and the process were sent to an email panel for testing. Once the likelihood for product success was determined, high-quality photography, sales materials and a Web promotion plan were developed. Messages focused on operator benefits, such as menu applications and increased margins.
REACTION: Successful sell-in efforts at Sam’s and Costco resulted in overall brand acceptance, and additional products are being added to the retailer line-up.
* GodwinGroup keeps sales figures and other specific results strictly confidential for clients who are privately held companies.
THE WORK |
