Chapter 3 Product development
DOI: 10.23912/9781911635109-4127 | ISBN: 9781911635109 |
Published: May 2019 | Component type: chapter |
Published in: Food and Beverage Management 5e | Parent DOI: 10.23912/9781911635109-4094 |
Abstract
In Chapter 2, the first stages of developing the consumer-product relationship were considered. These were market research, identifying potential markets, idea evaluation, concept development and setting goals and objectives.In order to progress from the concept development phase, the next requirement in developing a consumer–product relationship is to consider the nature of a food and beverage product. Within this phase, questions need to be addressed, and decisions made, in order to turn a consumer focus (the abstract concept that consumers purchase) into an operational focus.
Customers may view a food and beverage product as a quick snack, a night out, a celebration, an indulgent extravagance or an absolute necessity. The nature of the occasion and the expectations from the meal experience is varied. What is one customer’s dining out is another’s eating out. The concepts are what customers purchase, but the food and beverage product, as an amalgamation of the tangible and intangible elements, is what operators construct and provide in order to satisfy the customer requirements.
The marketing focus towards food and beverage service delivery tends to identify the product as: a central consumer concept known as the core concept; a surrounding layer of tangible features, and an outer layer of augmentation (see Section 1.3, p. 19 on product augmentation). Placing this framework on a food and beverage product might show that the core product is, for example, a wedding celebration, the tangible product is a full wedding banquet, and the augmented product includes the opportunity to pay by instalments. It is helpful to apply this type of product framework to the development of concepts. This is where frameworks such as the meal experience can be useful.
Sample content
Contributors
- John Cousins, The Food and Beverage Training Company, London (Author)
- David Foskett, David Foskett Associates, London (Author)
- David Graham, Service Sector Management, Sheffield Hallam University (Author)
- Amy Hollier, College of Food, University College Birmingham (Author)
For the source title:
- John Cousins, The Food and Beverage Training Company, London (Author)
- David Foskett, David Foskett Associates, London (Author)
- David Graham, Service Sector Management, Sheffield Hallam University (Author)
- Amy Hollier, College of Food, University College Birmingham (Author)
Cite as
Cousins, Foskett, Graham & Hollier, 2019
Cousins, J., Foskett, D., Graham, D. & Hollier, A. (2019) "Chapter 3 Product development" In: Cousins, J., Foskett, D., Graham, D. & Hollier, A. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781911635109-4127
Save, bookmark or recommend
 Save on Mendeley |  Share on Twitter |  Share on LinkedIn |  Share on Facebook |
References
Armstrong, G., Kotler, P. and Opresnik, M. (2016) Marketing an Introduction, Harlow: Pearson.
Bitner, M. J. (1992) Servicescapes: The impact of physical surroundings on customers and employees, Journal of Marketing, 56(2), 57-71.
https://doi.org/10.1177/002224299205600205
Bowie, D. Buttle, F., Brookes, M. and Mariussen, A. (2016) Hospitality Marketing, 3rd edn, Oxford: Routledge.
British Standards Institution (BSI) at www.bsigroup.com (accessed January 2019).
BuzzTalk Blog, (2012), Electronic word of mouth presents a window of opportunity for businesses, www.buzztalkmonitor.com/blog/bid/233669/Electronic-Word-Of-Mouth-presents-a-window-of-opportunity-for-businesses (Accessed January 2019).
Campbell-Smith, G. (1967) Marketing of the Meal Experience: A Fundamental Approach, Guilford: University of Surrey.
Cousins, J., Lillicrap D. and Weekes, S. (2014b) Food and Beverage Service, 9th edn, London: Hodder Education.
Diefendorff, J. M, Croyle, M. H. and Gosserand, R. H. (2005) The dimensionality and antecedents of emotional labour strategies, Journal of Vocational Behaviour, 66(2), 339-357.
https://doi.org/10.1016/j.jvb.2004.02.001
EFQM (European Foundation for Quality Management) at www.efqm.org (accessed December 2018).
Grandey, A., Diefendorff, J. and Rupp, D. (2013) Emotional Labour in the 21st Century: Diverse perspectives on the psychology of emotional regulation at work. New York: Routledge.
https://doi.org/10.4324/9780203100851
Grandey, A. A. and Gabriel, A. (2015) Emotional labour at a crossroads: Where do we go from here? Annual Review of Organisational Psychology and Organizational Behaviour, at www.researchgate.net/publication/265547029_Emotional_labor_at_a_crossroads_Where_do_we_go_from_here Advance online publication (accessed January 2019).
https://doi.org/10.1146/annurev-orgpsych-032414-111400
Guerrier, Y. and Adib, A. (2001) Emotional labour and the blurring of work and leisure: A study of tour reps, London: Work Employment and Society Conference.
Gustafsson, I B, et al. (2006) The Five Aspects Meal Model: a tool for developing meal services in restaurants, Journal of Foodservice, 17(2), 84-93.
https://doi.org/10.1111/j.1745-4506.2006.00023.x
Harvey, G, Vachhani, S J and Williams, K. (2014) Working out: Aesthetic labour, affect and the fitness industry personal trainer. Leisure Studies, 33 (5), 454-470.
https://doi.org/10.1080/02614367.2013.770548
Hochschild, A. R. (1983) The Managed Heart, Berkley CA: University of California Press.
Hochschild, A. R. (2003) Afterword to the twentieth anniversary edition. In: The Managed Heart, London: University of California, 199-207.
Hooley,G., Piercy, N., Nicoulaud, B. and Rudd, J.M. (2016) Marketing Strategy and Competitive Positioning, 5th edn, Harlow: Pearson.
Hospitality Assured, at www.hospitalityassured.com (accessed January 2019).
Hubspot at www.hubspot.com/products/crm (accessed January 2019).
Jones, P. (ed.) (1988) Food Service Operations, London: Cassell.
Jones, P. (ed.) (1994) The Management of Food-service Operations, London: Cassell.
Kotler, P., Bowen, J., Makens, J. and Balogau, S. (2013) Marketing for Hospitality and Tourism, Harlow: Pearson Education.
Kotler, P., Keller, K., Brady, M. Goodman, M. and Hansen, T. (2016) Marketing Management, 3rd edition, Harlow: Pearson Education.
Line, N., Hanks, L. and Kim, W.G. (2018), An expanded servicescape framework as the driver of place attachment and word of mouth, Journal of Hospitality & Tourism Research, 42 (3), 476-499.
https://doi.org/10.1177/1096348015597035
MailChimp at: https://mailchimp.com (accessed January 2019).
Martin, W. (1986) Defining what quality service is for you, Cornell Hotel and Restaurant Administration Quarterly, 27(1) , 32-38.
https://doi.org/10.1177/001088048602600414
Mooney, L. (2016) The disadvantages of word of mouth advertising, smallbusiness.chron.com/disadvantages-word-mouth-advertising-26133.html (Accessed December 2018).
Olesen, C. (2018) Social media marketing for restaurants: the basics, www.lyfemarketing.com (Accessed December 2018).
Opentable at www.opentable.com (Accessed January 2019).
Palmer, A. (2014) Principles of Services Marketing, 7th edn, London: McGraw Hill.
Pettinger, L. (2004) Brand culture and branded workers: Service work and aesthetic labour in fashion retail. Consumption Markets Culture, 7 (2), 165-184.
https://doi.org/10.1080/1025386042000246214
Pizam, A. and Tasci, A. (2019), 'Experiencescape: expanding the concept of servicescape with a multi-stakeholder and multi-disciplinary approach', International Journal of Hospitality Management, Vol. 76, pp. 25-37. Qualman, E. (2012) Socialnomics: How
https://doi.org/10.1016/j.ijhm.2018.06.010
Social Media Transforms the Way we Live and do Business, New Jersey: Wiley and Sons.
Soares, A. (2003) Tears at work; gender, interaction, and emotional labour, Department of Organisation and Human Resources, 2 (Spring), 36-44.
Thompson, H. (2017) Social media for restaurants is not just for young people, says poll, available at:www.bighospitality.co.uk/Article/2017/03/29/Social-media-restaurants-not-just-for-young-Millennials-says-poll (Accessed January 2019).
VanMeter,R., Syrdal, H. A., Powell-Mantel, S., Grisaffe, D. B. and Nesson E.T. (2018). Don't just 'like' me, promote me: how attainment and attitude influence brand related behaviors on social media, Journal of Interactive Marketing, 43(1), 83-97.
https://doi.org/10.1016/j.intmar.2018.03.003
Warhurst, C. (2015) Service Economy in: The Wiley Blackwell Encyclopaedia of Consumption and Consumer Studies, Cook, D.T. and Ryan, M.J. Eds. London, Wiley Blackwell.
https://doi.org/10.1002/9781118989463.wbeccs206
Warhurst, C. and Nickson, D. (2001) Looking Good, Sounding Right; Style Counselling in the New Economy, London: The Industrial Society.
Warhurst, C., Nickson, D., Witz, A. and Cullen, A. M. (2000) Aesthetic labour in interactive service work: Some case study evidence from the 'new' Glasgow. Service Industries Journal, 20 (3), 1-18.
https://doi.org/10.1080/02642060000000029
Wong, A. and Mei, O. (1999) Analysing service quality in the hospitality industry, Managing Service Quality: An international journal, 9 (2), 136-143.
https://doi.org/10.1108/09604529910257920
Wood, R. (2000) How important is the meal experience? Choices, menus and dining environments, in: Wood, R (ed.). Strategic Questions in Food and Beverage Management, Oxford: Butterworth Heinemann, 28-47.
https://doi.org/10.1016/B978-0-7506-4480-8.50006-1
Wood, R. (2013) Key Concepts in Hospitality Management. 1st ed., London: Sage.
https://doi.org/10.4135/9781526435606