Screened ideas are then developed into product concepts. Concepts describe in detail the product idea so that it becomes meaningful for the consumer. An example will make their clear.

An additive powder for milk can make milk nutritious and palatable. This is just a product idea. Product ideas are not sold. These should be converted into product concepts. One product idea can generate several product concepts.

The exercise of concept development begings by first deciding the target audience of the product — infants, children, teenagers, youngsters, middle-aged or senior citizens. Later, the benefit to be drawn is decided — taste, nutrition, energy, refreshment etc. Later,the occasions to use the product are thought of — breakfast, mid-morning, lunch, evening, supper, late night.

These queries lead us to three different concepts —

• A palatable midday snack drink for children
• A nutritious breakfast drink for youngsters
• An energy supplement for elderly people at night

These concepts are tested by by elaborating these concepts further , and sampling them on consumers.

A tasty powder which is added to milk to make an instant flavoured breakfast that gives youngster all the nutrition that their growth needs. The drink is presented in four flavours — vanilla,pchocolate, mango and strawberry. It comes in a jar of 250 gms and 500 gms.

The consumers can be questioned

• whether the benefits are clear
• whether the benefits are credible
• whether there is a need for such a product.
• which other products are used to satisfy the need .
• how the concept fares with the other products
• is the price justified
• do you intend to buy the product.

These questions indicate whether the concept is well-communicated, believable, need-satisfying. It also shows its perceived value and buying intention. It shows whether the concept is strong enough. It tells the product planner about the competition and target audience.