Nabisco SnackWell’s
C Merle Crawford, 2001
As of 1993 Nabisco put intense emphasis on new products and had 30 percent of sales from them. In the previous five years they had had five $100 million products. They stressed that the following story of SnackWell’s (first year sales of almost $200 million) was typical of their firm, but the process might not be for other firms because all innovators are not alike. Nabisco’s way was the result of an overhaul made when they realised that they were suffering the ‘silo’ problem and others. People were not talking to each other. In their new process, they sought new segments, not confined to foods, and not confined to traditional food channels.. For example, one new product effort involved selling individual-size packages of snacks in video stores and movie theatres.
Their process had three key requirements: 1) the item had to fill a real gap, 2) the item had to be on a key trend , and 3) the whole project had to be......
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Approximate Word Count: 854
Approximate Pages: 4 (260 words per double-spaced page) |