Mer än bara nötter - Revitalisering av OLW:s nötmixer

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 Notmix 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 Notmix Cheez and Notmix Svenska Orter were presented in Segment 2. Thus, two concepts that are linked to OLWs previous products.