When the target market has been identified, when competition demands, or when shifts in consumer preferences occur (as has been the case in the coffee industry for the past few decades), it may be necessary to introduce a new product under a new brand name. In some cases, however, product improvement may be a less expensive solution.
There are 2 basic ways to improve any product: Product optimization seeks to improve through small changes in processes. This could include closer adherence to existing standards and specifications (such as oxygen amount in packaging) or establishing tighter standards of production (such as the introduction of tighter timing standards at the roast level). Product redesign requires greater change in either the raw materials used or the production parameters. Songer and Associates can assist in making decisions about product improvement and optimization, including changes in green coffee components or in roast degree.