A Study Of New Product Development For GM Company's Frozen Foods Based On Category Management

As the consumer goods industry is becoming more competitive, on the one hand, production manufacturers compete with limited shelf space and consumers. New categories as well as new product continuously launch, but the enterprise revenues as well as profits have not gotten increase. On the other hand, consumer needs is changing, and they are unsatisfied with me-too new products. They want to have new products which are personalized and truly met their wants. In this background, new product development concept based on category management was born. Category management is adopted by many companies to change their commercial management practices, enabling the efficient consumer response "(Effective Consumer Response) to ultimately achieve its short term goal-sales volume growth as well as long term goal-brand value incremental.This article is the research based on category management as well as new product development, using GM Company as the research objective. It conducts a comprehensive analysis on frozen foods industry's category features, market development status and GM Company's new product development status in the past few years as well. It points out that adopting category management to guide the development of frozen food new products can benefit to achieve an increase in sales volume and profit growth as well as enhancing the competitiveness of enterprises. Subsequently, applying category management theory, it analyzes GM Company's maximal category-frozen dumpling's 2009 launched new products. Finally, it offers constructive strategies in terms of how to better adopt category management for new product development for GM Company.