groupj_high fiber dairy drink

Group J April 19, 2015

Group J- Product Development

Progress Report- 03

Compiled by- Nancy Bathh (100574638)

Team members- Ogunwale Oluwole(100570578), Kamalpreet Kaur(100573890), Neenu Varghese(100574421) and Darshan

Sharma(100571331)

Date of submission- April 19, 2015


SCORE CARDCompiled by Nancy Bathh

Ideas for scoring:

i) Spicy sauce that does not cause ulcersii) Soup that can be used in sore throatiii) Low calorie drink that can suppress appetiteiv) Ice-cream with health benefits.v) Pre-formed dough.vi) Ketchup with cholesterol lowering properties.vii) Incorporating walnut for its neuroprotective properties.viii) Vitamin supplements for kids.ix) Mineral supplements in food.x) Frozen desert with brown sugar.

REWARD:

Score

Points 1 3 5

How Much? Minor contributionv, vii, viii, ix

Moderate i), ii, iii), iv, vi , x

Very large for us

How Soon? Five years Three yearsv, vi, vii, viii, ix

This yeari) , ii),iii), iv and x


How Long? One yearv)

Several yearsi), ii), iii), iv, vi, vii, viii, ix and x

Many years

Company Image Could hurt usviii, ix

Supportiveii), iv, v, vi, vii

Make us look greati), iii) and x

Total = 20 pointsi) = 16ii) = 14iii) = 16iv) = 14v) = 08vi) = 12vii) = 10viii) = 08ix) = 08x) =16

TECHNICAL RISK:

Score

Points 1 4 7 10

Complexity Major invention required

Innovation intensivei), vi and x

Incremental improvementsii, iii, iv, v, vii, viii and ix

Off the shelf technology

Capability Not sure that anyone can

Must find or buy some

Skills can be developed by

All skills in house


do it skillsx our staffi, ii), vi, vii,viii, ix ,iv

iii), v

Ownership Excluded by competitor’s patents

Wide open or public domaini),ii, iv, vii, viii and ix

We can get a licenseiii)

We have the patent v, vi and x

Total = 30 pointsi) = 15ii) = 18iii) = 24iv) = 18v) = 27vi) = 21vii) = 18viii) = 18 ix) = 18x) = 18

COMMERCIAL RISK

Score

Points 1 2 3 4

Customer Need

No one wants it

Me too. Needs already satisfiediv, vii, viii and

Need unmet, but not well recognized

Customers need it and know they need it


ix i) , ii), iii),v, vi, x

Marketing to current customers

All new customer base

Same market, but different customers

Mix of current and new customersv, vi, x

All present customers are potential buyersi), ii), iii), iv, vii, viii and ix

Market trend

Declining Unpredictablev, vi and x

Static, stable, predictableii), iv, vii, viii and ix

Growing and expandingi), iii)

Regulatory Issues

Unpredictable, large possible negative impactvi

Predictable, minor negative impact

No potential impacti), ii), iv, v, vii, viii, ix and x

Well defined, could improve our positioniii)

Competitors One or two dominant playersii), iv, vi, viii and ix

Many aggressive players, none dominanti) and vii

A few established, but passive playersiii) and x

Weakly contested marketv)

Total = 20 pointsi) = 16ii) = 14


iii) = 19iv) = 13v) = 15vi) =10vii) = 14viii) = 13ix) =13x) =14

STRATEGIC FIT:

Points

1 3 5

Importance to local strategy

Counter to strategy

Neutral or minorv, vi, vii, viii, ix, x

Essentiali), ii) , iii), iv

Importance to global strategy

Counter to strategy

Neutral or minorv, vi, vii, viii, ix and x

Essentiali) ii), iii), iv

Platform for strategy

Stand alone productv, vi and x

Family of productsi), ii), iii), iv, vii,viiiand ix

Whole new business

Cross business capability

Local business only

Several business areasi),ii), iii), iv, v, vi, vii, viii, ix and x

Useful to the entire organization

Customer/Partner relationships

May damage relationships

No impactiv, v, vii, viii, ix

Will strengthen relationships


and x i) , ii), iii), and vi

Impart of industry structure

Increases competitioni), ii), iii), iv, vi, vii, viii and ix

Nonev and x

Shifts balance in our favor

Total = 30 pointsi) = 22ii) = 22iii) = 22iv) = 20v) = 16vi) = 16vii) = 16viii) = 16ix) =16x) =16

Total Score possible = 100 points

i) Spicy sauce that does not cause ulcers = 69ii) Soup that can be used in sore throat = 68iii) Low calorie drink that can suppress appetite = 81iv) Ice-cream with health benefits = 65v) Pre-formed dough = 66vi) Ketchup with cholesterol lowering properties = 59vii) Incorporating walnut for its neuroprotective properties = 58viii) Vitamin supplements for kids = 55ix) Mineral supplements in food = 55x) Frozen desert with brown sugar = 64

Top idea= Low calorie drink that contains high fibre


Concept DevelopmentDeveloped by: Nancy Bathh and Ogunwale

Product Name: Captain Maono

CONCEPT 1: To develop a dairy drink which contains high fibre (upto 30%) and is fortified with Vitamin D. It will be available in chocolate flavor.

AIM: The purpose is to sell it as a healthier alternative to the commonly sold beverages like tea, coffee and soft drinks.

OTHER HIGHLIGHTS: It will also contain green tea extracts and turmeric. These will add value to the product by boosting the overall health, increasing alertness, providing anti-oxidant and anti-cancer properties to the product.

In order to enhance texture and flavor we will add almonds and pistachios. The former will also help in providing fibre.


Concept Sheet prepared by: Ogunwale

Concept 2

All the highlights remain the same but it will be available in strawberry flavor.


Concept Sheet prepared by: Ogunwale

Concept 3

The third flavor is vanilla. All the other highlights remain the same.


Concept Sheets prepared by: Ogunwale

Summary of the Survey

Are you-

CategoryNo. of responses

Percentage

Male 20 47%

Female 22 51%


Which age group do you belong to?

Category # of responses Percentage

Under 12years 0 0%

12-17 1 2%

18-24 26 60%

25-34 14 33%

35- 44 0 0%

45+ 2 5%

Who usually buys grocery in your family?

Responses# of responses

Percentage

I buy it all the time 15 35%

I sometimes accompany the person who buys grocery

17 40%

I rarely go for buying grocery 5 12%


I have never gone for buying grocery

3 7%

How important is it for you to eat healthy food?


Percentage

I like to eat healthy all the time 21 49%

I prefer eating healthy food sometimes depending on my mood

19 44%

I rarely eat healthy food 2 5%

I don't feel the need to eat healthy 1 2%

What type of beverages do you prefer to drink?

Category # of responses Percentage

Tea 14 33%

Coffee 16 37%

Soft drink 9 21%

Juice 23 53%

Other 4 9%

How often do you consume them?



Percentage

Occasionally 8 19%

Once a day 16 37%

Twice a day 15 35%

More than twice a day

4 9%

Other 0 0%

How concerned are you about buying a healthier alternative to the commonly sold beverages?


Percentage

I always look for a healthier alternative 22 51%

I sometimes want to drink something healthy 19 44%

I am not concerned about a healthier alternative, I enjoy my regular beverage

4 9%

How often have you looked for a drink with high fibre?

Responses # of Percentage


responses

I have always wanted to buy one 18 42%

I may have thought of buying it for a change 13 30%

I am not strictly concerned with buying a drink rich in high fibre

12 28%

Will you prefer buying a drink high in fibre?

Responses # of responses Percentage

Yes, certainly 21 49%

May be 17 40%

I don't know 4 9%

No 2 5%

How concerned are you with having stronger bones?


Percentage

I consider my bones as strong 22 51%

I take supplements to make my bones strong 7 16%

I am concerned about my bone strength but don't know 15 35%


what to take for it

Other 2 5%

Will you prefer to buy a drink fortified with Vitamin D?


Percentage

Yes, certainly

25 58%

May be 16 37%

I don't know 2 5%

No 0 0%

How do you like the idea of a dairy based drink containing high fibre and fortified with Vitamin D?


I would definitely buy it 29 67%

I am not sure if I would want to drink it 10 23%

I don't know 4 9%

Other 0 0%

According to you are the claims on the label believable?



Yes they are believable 18 42%

They are somewhat believable 18 42%

They are not believable 7 16%

Other 1 2%

What is your idea of buying a drink with green tea extract?


Yes, I will definitely buy it 23 53%

I would not want green tea in a dairy drink 9 21%

I don't mind having green tea in the drink 11 26%

Other 1 2%

Are you familiar with the benefits of turmeric?


Percentage

Yes, it has antiseptic, anti-inflammatory and anti-cancer properties

33 77%

I have heard about it but I am not aware of its benefits

8 19%

I haven't heard of it 2 5%


Would you prefer to consume a drink with turmeric in it?


Yes 27 63%

No 8 19%

May be 6 14%

I don't know 2 5%

Would you like a drink with natural ingredients like almonds and pistachios?


Percentage

Yes, I like the idea for having them in the drink

36 84%

I don't mind having them in the drink

7 16%

I will not like them in the drink 1 2%

Other 1 2%

How important is it for you to buy a sugar free drink?


Percentage

I always look for a sugar free option 18 42%


I don't have any preferences for a sugar free drink

17 40%

I may prefer to buy a sugar free drink 9 21%

What flavour would you prefer for the drink?


Chocolate 19 44%

Strawberry 17 40%

Vanilla 18 42%

Other 1 2%

How will you prefer it to be packaged?


Percentage

It should be ready to drink

39 91%

It should be reconstituted

5 12%

Other 0 0%

What volume would you prefer for the package?Responses # of responses Percentage

below 300mL 20 47%


301-500mL 24 56%

501-800mL 0 0%

How much would you want to spend for the drink?


$1 - $3 26 60%

$4 - $6 14 33%

$7 - $9 5 12%

Note: Suggestions by the potential consumers:

Will need to work more on the label and make it more appealing.


CONCEPT TESTING (Conjoint Analysis)Performed by : Darshan Sharma

Captain Maono, a high fibre dairy product has been conceptualized into a product that comes in three flavours namely; Chocolate, Vanilla and Strawberry.

This conjoint analysis has been done based on the product survey posted via Google Docs.

The three main parameters considered for concept testing are stated below:

1. High fibre: From the survey 42% people have shown preference towards having high fibre in the product and 49% have opted for buying a product containing high fibre. So we gave 500 points from 1000 points to have high fibre in the product.

2. Flavour: We offered three flavours to the customers to choose from which they would prefer to have in the drink. We gave 350 points for flavour out of 1000. The results for flavour preference are as follows:

Chocolate: 44% people want this flavour Vanilla: 42% people want vanilla Strawberry: 40% people want strawberry

So from the survey we gave some individual points to these flavours, in which chocolate has 154 points, Vanilla 147 points and Strawberry has 140 points

3. Vitamin D: Because the main highlight of the product was high fibre, we gave 100 points for having high Vit. D and 50 points for low Vit D.


CHOICES FROM THE CONCEPTS

We have total 9 choices for products:

1. High Fibre: High Vit D Chocolate flavour- 500+100+154= 754 points Vanilla flavour- 500+100+147= 747 points Strawberry- 500+100+140= 740 points

2. High Fibre: Low Vit D Chocolate flavour- 500+50+154= 704 points Vanilla flavour- 500+50+147= 697 points Strawberry flavour- 500+50+140= 690 points

3. High Fibre: No Vit D Chocolate flavour- 500+154= 654 points Vanilla flavour- 500+147= 647 points Strawberry flavour- 500+140= 640 points

So from the above analysis High fibre: High Vit D with chocolate flavour has the highest points which are 754 points.

Gap in the market space:Done by: Kamalpreet Kaur and Neenu Varghese

Currently the market is seen flooded with varieties of aerated drinks, coffee and tea. People prefer buying these than the healthier dairy drinks. Aerated drinks do not offer any health benefits; coffee and tea contain caffeine which increases alertness. One major drawback of caffeine is that it causes ulcers.

We want to come up with a dairy drink which is accepted by all and can be used to substitute its widely sold counterparts. This drink would contain high fiber (about 30%) and vitamin D. Apart from this, it would also contain green tea extract which would act as a source of antioxidant. Ingredients like turmeric would be incorporated to impart anti-cancer properties and immunoprotective


properties. Almonds and pistachios would enhance flavor, provide fibre, texture and help in rejuvenating the skin. In a nutshell, the dairy drink would be a healthier alternative to the traditionally sold beverages.

There are various milk products such as protein shakes and nutritional drinks which contain vitamins, proteins and minerals but the drawback is that their % daily value of fiber is comparatively less, since their major area of concern are vitamins and minerals. On the other hand almost all of these products are high in calorie or sugar content. Considering all these limitations, our target is to develop a dairy drink which is high in fibre, vitamin D and low in calories. Apart from this, by using ingredients like green tea and turmeric we want the product to provide additional health benefits.

Main competitors as per the current market include Boost, Muscle milk, Ensure original, All in one meal,etc.


MARKET POSITIONINGPerformed by: Neenu Varghese

Dairy drink containing Vitamin D and Fiber

>Bodykey by Nutrilite >Boost plus> carnation breakfast essentials

>Nesquick chocolate milk

> Ensure plus nutrition shake

>Coffee crisp chocolate milk

> Fitness Delight >Monster milk

> Gatorade protein shake > Muscle milk

>Caramilk

High dietary fiber

Low dietary fibre

High Vitamin D

CAPTAIN MAONO


Low Vitamin D


Interpretation of Final Concept testingDone by Nancy Bathh

Based on the findings of the survey, following parameters were highlighted-

1) Almost half of the consumers (49%) prefer eating healthy all the time and that can be ascertained from the fact that the usually prefer drinking juice than coffee and tea. Nevertheless, nearly 51% of the respondents are constantly looking for a healthier alternative to the commonly sold beverages- coffee, tea and soft drinks.So, launching a drink as an alternative to the other beverages will definitely be a good idea.

2) On being asked about the fiber and vitamin D content, 42% want a drink high in fiber and 49% will definitely prefer buying it. Even though 58% of respondents considered that their bones were strong, yet 58% would prefer buying a drink fortified with Vitamin D.

3) 67% of the consumers showed interest in buying a drink with both fiber and vitamin D.

4) On going through the concept sheets and the claims, 84% people believed that the claims were either believable or somewhat believable and out of the three concepts, majority was with chocolate flavor.

5) On asking further about the other attributes like green tea extract and turmeric, majority of the people liked the idea of incorporating both these ingredients into the drink.

6) 84% of the respondents were interested in buying a drink with almonds and pistachios in it.

7) On being asked about the packaging, 91% wanted a ready to drink package for the product in quantities between 301-500mL.

8) The preferred price was $1-$3, as anticipated.


Results of the conjoint analysis depict that the drink with high fiber, high vitamin D and chocolate flavor would be favored.

Thus, in a nutshell, people would prefer buying our product in chocolate flavor, which is rich in fiber and is fortified with Vitamin D.

Consumers would like incorporation of Green Tea extract, turmeric for adding value to the product. Almonds and pistachios would also be accepted. Another focus would be to keep it low in sugar content.

The drink should be made in a ready to drink form to provide convenience to the consumers. The quantity would be somewhere around 325mL.

Market Gap and product mapping show that the maximum fibre content that is incorporated in drinks is 20%. Setting up the target as 30% for our drink would prove beneficial.

Product AttributesCompiled by Ogunwale

The target product that we aim to produce is to contain 30% Dietary Fibre, 50% Vitamin D, with green tea extracts incorporated together with turmeric and a blend of almonds and pistachios in a richly flavored dairy drink, which favorably would come in chocolate flavor. Although vanilla and Strawberry flavors would also be produced, however, emphasis would be made on the Chocolate flavor due to high customer priority.

Shelf Life studies:Compiled by: Ogunwale

Usually, this process involves a time-long process of studying the product for its microbial and chemical properties and activities, as influenced by factors such as Temperature, water activity, process conditions and packaging. Signs of deterioration- microbial, physical and chemical are carefully observed and these give us proper idea of what the shelf life of a product will be.


Captain Maono is an entirely milk-based (dairy) product, however due to constraints with time during its development, a proper shelf life study could not be conducted. However, one major thing that never changes is the fact that this product is entirely dairy based and hence, its shelf life is majorly influenced by Milk and milk properties.

Research shows that the average shelf life of milk is between 10-14days, refrigerated or not, however, freezing milk helps to prolong that by many months (Duyvesteyn et. al., 2001).

It was also stated in the work of Sampedro et. al., the shelf life a milk-based beverages was said to be between 2-3 weeks.

Therefore, for the above reasons, the shelf life of Captain maono is 2weeks refrigerated or not.

Regulations complianceCompiled by: Ogunwale

Required regulations to be followed were referred to as stated in the Food and Drugs Regulations.

1. The required regulation as regards the labelling and packaging of the products were followed as stated in B.01.002A – B.01.600

2. Regulations regarding Dairy products were checked for both the ingredient (Skim milk and the Product itself) as stated in B.08.003, Division 8.

3. Also, flavouring and naming was followed as stated in B.11.150 and B.01.401

4. The constitution of ingredients and Nutritional Values were attributed based on the required Daily intakes as stated in Schedule K.

Nutrition fact table formats were cross referenced with standards set in Schedule L.


Product assessment Compiled by Darshan Sharma

- Water of Activity(Aw) : The product is liquid so the water of activity will not be necessary to perform.

- pH : pH denotes acidity of the milk. So it was measured by pH meter and was found to be 7.0, so it was basically neutral.

- Moisture : The product itself is liquid so there is no need to perform moisture test.

- Acidity: Acidity measurements are also used to monitor processes such as cheese-making and yoghurt-making. The titratable acidity of fresh milk is expressed in terms of % lactic acid, because lactic acid is the principal acid produced by fermentation and fresh milk contains only traces of lactic acid. However, due to the buffering capacity of the proteins and milk salts, fresh milk normally exhibits an initial acidity of 0.14 to 0.16% when titrated using sodium hydroxide to a phenolphthalein end-point. So the result of this test was found to be 17% of lactic acid.

Packaging Design and ComponentCompiled by: Nancy and Kamalpreet

To be packaged in glass bottle capable of holding 325mL of liquid.Front label: Accompanied by the Best before date at the neck of the glass bottle.

Product Label:Designed by: Nancy and Kamalpreet


MARKETING MIX

Brand Name: Captain Maono

1) PRODUCT: Captain Maono, dairy based drink, is a consumer product which is high in fiber, fortified with vitamin D and green tea extract. Healthier alternative to commonly sold beverages like soft drinks, tea and coffee. The product will be packed in glass bottles. Glass bottles are chosen over plastic bottles because the latter has problem of leaching out alkali during storage. Thus, glass bottles will help in preserving the quality of the product during shelf life.

Nutrition Convenience Appearance Flavour Package0

10

20

30

40

50

60

70

80

Ranking of product attributes

Product: Captain Maono, Dairy drinkIngredients: Milk(1% fat), Honey, Oat (ground), Psyllium (ground), Almonds (chopped), Vitamin D (powder), Pistachios ( ground), Green tea, Flavor, Cardamom powder, TurmericAllergens: Milk, Pistachios, Turmeric, Almonds, Cardamom.Produit: Captain Maono, Dairy drink Ingrédients: lait (1% de matières grasses), miel, l'avoine (sol), Psyllium (sol), Amandes (haché), la vitamine D (en poudre), pistaches (sol), thé vert, saveur, cardamome en poudre, curcuma Allergènes : Lait, Pistaches, Curcuma, Amandes, Cardamome

Prepared in CanadaDurham College, 2000 SimcoeOshawa, ON L1H 7K4Contact: +1(226) 5676542 BB: April 24, 2015


2) PLACE: The product will find suitable place in the dairy section of grocery stores, convenience stores, coffee shops, cafeterias. Its shelf life is 2 weeks. It can be available all over the country at all times of the year.

3) PRICE: The price of the product is set as $3.60 to meet the target return on investment. The cost of the product/package if $1.76. Apart from the company’s profit, the remaining share is given to the distributors and retailers.

4) PROMOTION: The product will be promoted by offering free samples in the college campus.

PRODUCT POSITIONING STRATEGY

We will position the product with the tag “You can Drink and Drive!” Captain Maono is dairy drink for all ages; it’s chocolate flavoured so that

kids can enjoy having it. Milk makes it good as a breakfast drink, fortified with vitamin D, Fibre and Green tea extract that suitable for all. The benefits of this particular brand outweigh the benefits offered by other dairy drink.

This in turn would make the customers move from regular dairy drinks to Captain Maono and even small kids and teenagers will like it and ask their parents to buy them for the breakfast or to have in between meals. Parents would be attracted towards it as the fortifying of milk made it healthier.

Positioning Strategy

Market ProductCurrent New

Current Market Penetration Product developmentSelling more Captain Maono dairy drink in existing market

Introducing Captain Maono in ON


New Market development DiversificationSelling Captain Maono in ON for the first time

Expanding the market and selling Captain Maono in other provinces of Canada, starting with BC.

References

Progress Report 02- Same as former

Web link for the survey:

https://docs.google.com/forms/d/1Ba99c-X7aGyl02mIbgIqOtFHWZA-E-wEjmi1t3RxTr4/viewform

http://www.boost.com/nutritional-drinks/boost-original

http://www.musclemilk.com/products/ready-drink/collegiate/

http://ensure.com/products/ensure-original

Duyvesteyn, W. S., Shimoni, E., & Labuza, T. P. (2001). Determination of the end of shelf-life for milk using Weibull hazard method. LWT-Food Science and Technology, 34(3), 143-148.

Sampedro, F., Geveke, D. J., Fan, X., Rodrigo, D, and Zhang, Q. H. (2009). Shelf Life study of an orange juice-milk based beverage after PEF and Thermal processing. PubMed.

http://ensure.com/products/ensure-original

http://www.musclemilk.com/products/ready-drink/collegiate/

http://www.boost.com/nutritional-drinks/boost-original

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