Page 10: Improving the product
So far we have concentrated on the way in which advertising enabled Gold Blend to improve its position in the market, while making the lifestyle associated with the product accessible to a much larger target audience of consumers. While this was happening the product itself was not standing still. Today organisations are only able to maintain ongoing success through continuous improvement. Over the period studied, Nestlé implemented a number of key product changes. Gold Blend has always done well in product tests. It regularly outperforms its major competitors in blind product tests. Since 1971 the product has seen a number of improvements; the most recent being an improved in-jar aroma in 1994.