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Mer än bara nötter - Revitalisering av OLW:s nötmixer
KTH, School of Industrial Engineering and Management (ITM), Machine Design (Dept.).
KTH, School of Industrial Engineering and Management (ITM), Machine Design (Dept.), Machine Design (Div.).
2011 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
More than just nuts - Revitalization of OLW's nut products (English)
Abstract [sv]

SammanfattningOLW har under en längre period velat utveckla sitt innovativa arbete inom kategorin snacksnöt-ter. De påbörjade ett arbete för att kunna matcha nya produkter bättre mot konsumtions- och köpbeteende. Denna studie hade som syfte att komma fram till två nya koncept inom kategorin snacksnötter och produktionslinjen nötmixer baserat på insikter inom konsumtions- och köpbete-ende. Målet var att få kategorin snacksnötter att växa. Studien genomfördes genom analys av marknadsundersökningar, samt genom direktobservationer. Efter analysen identifierades viktiga konsumentbehov som gjorde det möjligt att segmentera snacksnötmarknaden i två segment. Ba-serat på insikter om konsumentbehov samt brainstorming och benchmarking togs det fram flerta-let koncept i dessa två segment. Dessa värderades sedan mot behoven och slutligen valdes ett koncept inom Segment 1 och två koncept inom Segment 2. Det presenterades således tre koncept i resultatet på grund av att två koncept uppfyllde behoven lika bra inom Segment 2. I Segment 1 presenteras konceptet Nötmix Naturell. Detta koncept grundade sig väldigt mycket på att den hälsotrend, som kom upp under tidigt 2000 – tal, användes i stor utsträckning som ett konkur-rensmedel. I Segment 2 presenterades koncepten Nötmix Cheeze och Nötmix Svenska Örter. Således två koncept som anpassades till OLW:s tidigare produkter

Abstract [en]

AbstractOLW had for a long time wanted to develop their innovative work within the category of nuts. They have started a process to match their products directly to the consumption and buying be-havior. This study’s purpose is to create two new concepts within the category of nuts and the segment of nut mix. These views are based on insights in the consumption and buying behavior. The goal has been to get the category of nuts to grow larger. The study was conducted through analysis of marketing research and by direct observations. These analyses gave results of differ-ent needs in the way that you could categorize the nut market into two new segments. Through this research these new segments could be created. All of which insuring that the concept will be more directed to match the needs on the market. Several concepts were created using these new insights, brainstorming and benchmarking ideas. These new concepts were then analyzed through Concept Screening until finally one concept was chosen in Segment 1 and two concepts where chosen in Segment 2. A total of three concepts remaind. Two of which being in segment 2 for their needs matched equally well. In Segment 1 the concept Nötmix Naturell is presented. This concept was very much based on the fact that the health trend that came up in the early 21st century. This trend is now used as a marketing competitive tool. The concepts Nötmix Cheez and Nötmix Svenska Örter were presented in Segment 2. Thus, two concepts that are linked to OLWs previous products.

Place, publisher, year, edition, pages
2011. , 58 p.
, MMK 2011:43 MCE 253
National Category
Engineering and Technology
URN: urn:nbn:se:kth:diva-40132OAI: diva2:440699
Available from: 2011-11-28 Created: 2011-09-13 Last updated: 2011-11-28Bibliographically approved

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