Comparing new product development strategies at Bass and Carlsberg‐Tetley

Abstract

New product development (NPD) remains a vital aspect of marketing for manufacturers of branded goods. Yet it remains an area of great debate and discussion not least about the best strategies and processes for delivering NPD success. Nwabueze and Law consider the NPD strategies of two large brewers serving the UK market. We read how predictions for the UK’s beer market are gloomy in terms of total volume although beer will remain the biggest part of the total market for alcoholic drinks. At the same time as this reduction – and an associated consolidation of production – brewers have reduced their emphasis on traditional NPD activity. The expense of NPD in a declining market with low margins and the attractions of licensing brands from overseas have contributed to this diminution of new product investment.