Case Study 2.docx

EXECUTIVE SUMMARY WannaEat Sdn Bhd, is a company that produce new technology on food product which is ready-toeat-meal masak lemak smoked duck. The name of the product is Sodap Bonar. Our company is targeting career-oriented person who still want to provide their family good and healthy food. Besides that, it is convenience for travellers. We decided to produce this product to introduce the smoked duck which is one of the Negeri Sembilan famous food heritage throughout the world. Sodap Bonar used retort technology which is known as one of the way to preserve food and prolong the shelf life, thus this ready to eat meal masak lemak smoked duck will have longer shelf life compared to normal smoked duck dish. The inspiration obtained to produce this product obtained from the SME that we visited last month, Pondok Balqis Maju. PBM supplies the fresh smoked duck everyday along the roadside of jalan kuala pilah-sereman, Negeri Sembilan. According to Mr Shahrul Hisham, he is having problems with the leftover stock that is unable to be sold in a day. The leftovers ended up being throwed away due to its short shelf life. Thus, we decided to prolong the shelf life of smocked duck by using the current technology. INTRODUCTION Problem Statement Every established business has its own problems. Based on the interview conducted, there are few problems can be detected. Methohology Pondok Balqis Maju was established 9 years ago by Encik Shahrul Hisham and his wife. Their business located at Terachi, on the roadside of the busiest road of Seremban-Kuala Pilah. They started the business with the idea to introduce duck meat among the Malays community. The duck meat is famous among the Chinese community, hence Encik Shahrul Hisham wants to commercialize the duck meat as it is very nutritious and healthy compared to chicken meat. Kuala pilah is famous with its signature food which is the smoked beef which has become the most favourite dish among the specifically community in Terachi. So Encik Shahrul Hisham used the idea of smoked process but instead of using beef, he used duck meat. Encik Shahrul Hisham and his wife started the business in small scale by using their own saving. After they registered their company, they received help from government under Amanah Ikhtiar Malaysia, AIM. They stated that the financial assistance that they received was a huge help as with that money they can finally afford to buy instrument needed to process their products such as fridge and the special stove needed to smoke the beef.

According to him, a half year after the opening of the business, it was not well known by the community. The smoked duck was not acceptable among them. But that problem never tarnished his spirit. He believed in what he has started and will not give up. After 4 to 5 years, the product become well known not just among the community, but he has been receiving customers from the outside of negeri Sembilan. Among of his famous smoked products is smoked beef, smoked duck and also smoked catfish. The business operated on weekdays at 9 a.m. to 5 p.m. meanwhile 9 am to 10 p.m. during weekend. The limitation of the product is the originality in terms of aroma and taste might me affected due to the retort process. The cost will be affected due to high technology machine that will be use. Hence, the finished product selling price will be slightly increase compared to the selling price of the fresh smoked duck. NEW PRODUCT DEVELOPMENT 4.1 Definition New product development is the process of bringing new product to the market place. This business is engaging in new product development due to the change in consumer preferences, increasing competition, and advance in technology and to capitalise on a new opportunity. 4.2 Classification of New Product Development Our product is an improvement and revision of existing product. There are various type of retort product available in the market such as Brahim’s and Khadijah but there is lack of smoked duck flavour. Besides that, the products is targeted to new market segment which are career-oriented person and for travellers. 4.3 New Product Development Process Raw material-smoked duck Cleaning Cooking Smoke infusing process Filling and sealed Retort proses Packaging

4.3.1 Research & Development The technology of the retort is studied properly and it is effective to preserve the food in certain period of time. The pouch contained few layers of materials such as polypropylene, nylon, aluminium foil and polyester. During the brainstorming of the ideas among the members, this idea is chosen due to its versatility of the product and it’s potential. Retort pouch the most significant advance in food packaging because they have the potential to replace cans and glass jar. They provide the food with better shelf life. Example of canning product such as sardine, chicken curry, and many more. Usually, canning food easy to rusty. Meanwhile, retort pouch have few advantages such as they are withstand with high temperature and pressure, the product from retort pouch are freshness and convenient packaging and enhance consumer confidence and they protect product from contamination and improve hygiene standard. From our inspiration which is Brahim’s product, the cooking way to reheat the product is not convenience for those who did not have completely cooking utensil. From that weakness, the heating mantel was introduced in the retort pouch. Function heating mantel is to produce high temperature when react with water. This product does not required any electrical appliances to reheat the food such as microwaves, cooking utensils etc. For example, the person who love outdoor activity such as hiking, they can reheat the food without electrical power. The person only need to have a clean water resource such as river water to reheat the food. Through the R&D in cooperation with FAMA, they provides us with technology and knowledge as well as the manpower. Hence, we are able to conclude the final decision and produce the smoked duck product. From a survey with 41 respondents that we did, it shows that 65% of them have tasted smoked duck before. The age ranged in this survey are from 20 years old to 54 years old with 62.5% of them are woman and 37.5% are man. The survey also shows that smoked duck cooked in masak lemak style is the most common one with 63% votes, followed by curry style with 33.3% votes. Next, the survey also shows that more than half of the respondents which 55% of them know about retort pouch. Which will make it easier for the product to be put in the market. About the heating metal, which is a medium that will be used to react with water and produce high temperature which can reheat food, only 36.6% of the respondents know about it. As this technology is new to them, it will increase the tendency for them to buy and try the product. Consumer Trends Canvas (CTC)

ANALYSE Basic Need Basic needs something that human needs to survive carry on everyday activity. In modernisation era, consumers basic needs have evolved in so many ways. Back then it was only food to eat, clothes to wear, shelter for living etc. Electronic devices, internet and car were all the desired things that are useful and want by consumers. According to Maslow, there are five levels of needs to be fulfilled. He arranged those five needs into hierarchy from the lowest to the highest.

Highest

Self actualisation Self-esteem needs Love and belong need Safety needs

Lowest

Physical survival

In terms of food and drinks, the basic need consumers towards that terms have evolved from years to years. Basically, food needed to survive was just basic food such as rice, chicken and vegetables. Nowadays, there are lots of innovations that have been accomplishing to match with consumers demands. As for the examples, ready-to-eat meals, where the consumer can just enjoy the can by heating the meal in microwave. These types of innovation are really convenience for consumers. Drive to change i.

Long-term-shift 

Trend-smoked-duck-long term favourite food of Negeri Sembilan’s



heritage value



transition from fresh protein product to half cooked protein product



demand from consumers



consumers preferences

ii. Triggered-short-term 

Economic condition



Consumers preferences/health



Specific technology evolved-retort pouch



Development in new technology in food industry

Emerging Consumer Expectation The ready-to-eat product is so easy and convenience because we can use it any time without using any electrical appliance. Other than that, it is not time consuming too. It will be so handy to career-oriented person and a traveller. Inspiration Developed and the emerging economies in Malaysia are showing a great demand for packed food products. This has momentum to the retort pouch market growth. Other factors that are driving the market growth include rapid urbanization and an increase in the disposable income. Because of that reason they are a lot retort pouch product in the market such as Brahim’s, Khadijah’s and many more. Retort pouch the most significant advance in food packaging because they have the potential to replace cans and glass jar. They provide the food with better shelf life. Example of canning product such as sardine, chicken curry, and many more. Usually, canning food easy to rusty. Meanwhile, retort pouch have few advantages such as they are withstand with high temperature and pressure, the product from retort pouch are freshness and convenient packaging and enhance consumer confidence and they protect product from contamination and improve hygiene standard. From our inspiration which is Brahim’s product, the cooking way to reheat the product is not convenience for those who did not have completely cooking utensil. From that weakness, the heating mantel was introduced in the retort pouch. Function heating mantel is to produce high temperature when react with water. This product does not required any electrical appliances to reheat the food such as microwaves, cooking utensils etc. For example, the person who love outdoor activity such as hiking, they can reheat the food without electrical power. The person only need to have a clean water resource such as river water to reheat the food. Our government also encourage people to introduce Malaysian heritage food to abroad. We can make a new attraction to Malaysia through the food. Malaysian was among those few countries which was able to achieve a magnificent growth rate in the number of tourist that visited that place which show that is promotional techniques has been effective. Malay cuisine is one of the popular dishes among tourist due to rich in herbs and spices such as lemon grass, turmeric, fresh herbs and wild ginger. Heritage food culture needs to be develop in tandem with global development, which is increasingly adopting the concept of fast food. By introducing these Sodap Bonar it will automatically being one of the tourist attraction for Negeri Sembilan. Good food promotion can also leave a good impression for the peoples who visit the place and tried the cuisine for the first time. PRODUCT

Innovation Potential i.

Vision

ii.

Business model 

Yes, this trend can be applied to laugh a new business venture. Trend which is Sodap Bonar can be provided new business opportunities starting from the produce. The supplier of smoked duck will get benefit as the main supplier to these trends. Hence, it will help the SME to get recognition among the consumers outside of Kuala Pilah as well as increasing their capital. Besides that, wood supplier can also get benefits as highly demands on wood to provide smokey aroma during the smoke infused process in the manufacturing



FAMA



Duck is healthier than chicken

 iii.

Product/service/experience 

New product such as ready to eat meal, incorporation with heating matter in the pouch- just need to add water to reheat the food. This can be new form of innovation in food industry. Join R&D to improve the product in terms maintaining its nutritive value under MIDA-collaboration with military department as their food supplier.

iv.

Campaign 

Can be one of the new product to put under Negeri Sembilan is heritages.



Can be promoted among the tourist, as masak lemak is one of the proud heritage.



Media social- promote in social media to introduced to customers about the product.

Whom? This Sodap Bonar product is aiming to all communities especially career-oriented person who unable to cook meal for them self and whole family. This food is suitable as it takes less than half an hour for the preparation. From the smoked flavor produce by the main smoked product, consumer can enjoy the food without longer cooking time for the preparation as raw smoked product need to washed first before cook for any types of dishes. By introducing the retort pouch with heating element product, these types of community can enjoy delicious food without consume longer time preparation thus smoke product meal can be widening among themselves. This Sodap Bonar product also is suitable for people outside from Kuala Pilah who come to buy this smoked duck here which it is then brought to their hometown. Poor packaging materials and way on packing the raw smoked product can cause the aroma and flavor to deteriorate. The smoked aroma from the food itself is retain as it is, where it’s does not volatile as the packaging materials for the food consist of layers that can protect it from volatilization. This portable Sodap Bonar can then make the outsider enjoying the food readily on their way to destination without needed any heating materials that connected with electric sources. The heating element is friendly and caused no harm. It is easily being removed and throw without being needed extra care for the disposal. Other than that, this food is portable for traveler who always going for an outdoor in Malaysia or oversea. The super easy carried Sodap Bonar is portable for muslim traveler while they were at the oversea looking for Halal food. With added smoked aroma, traveler can enjoy the taste of true Negeri Sembilan’s flavor. This Sodap Bonar can be eaten anywhere and can be cooked with any types of water. It does not cause harm and cannot be contaminated by any foreign things if we cooked with seawater as the pouch packaging is safe from food safety hazard even if we dipped in the hot boiling water produce by the heating element. Moreover, this kind of food product is suitable for college student who cannot cook at their living place. This easy step to reheat the meal is suitable as it does not need any power supply for heating, thus, they are not wasting their time on buying food at the cafe. Furthermore, this Sodap Bonar product is easy for import and export activity. No specific care taken during handling this food product activity as it does not need any specific condition during transporting and handling off this food product, thus it can minimize the transportation and delivery cost. Sterilize condition of food packaging can reduce any cross contamination during transporting. By doing so, Sodap Bonar can be widen throughout the country and oversea.

4.3.2 Product Design/Features The main raw materials used in this product is the smoked duck. The smoked duck can be obtained from the SMEs and the supplier will supply the product weekly to maintain the quality of smoked duck. In terms of the novelty, the smokiness aroma of the smoked duck is retained by infusing smoke from wood chips of non-latex wood. This process can be done by using smoke infuser. The smoky aroma is important as it is the main characteristic of the smoked duck. The recipe of the masak lemak dish is obtained from the person with great experience in the making of masak lemak. Hence, the originality of the taste is preserved. The main ingredients in making the dish are turmeric, lemongrass onion and green chili paste coconut milk and other condiments thus the quality of all the ingredients must be in high end quality to produce a smooth and silky gravy with divine taste of masak lemak. Once the cooking process is completed, the finished product is filled and sealed in retort pouch. Retort pouch consist of layers of materials with different function accordingly. The layers features polypropylene as the inside layer of the pouch. This layer is important as it has physical food contact layer and provides flexibility and strength of the pouch. Second layer is nylon that is resistance toward abrasion. The third layer is the aluminium foil that will act as barrier and protect the product from light and to extend the shelf life of the product. The final layer or outside layer of the pouch is made from polyester that has a great printable surface and provide strength to protect the product from tearing. The next features in this product is the heating material that is made from lithium powder. The element of lithium can react with water to provide high temperature that can reheat the product in the retort packaging. The lithium powder is packed in the a piece of cloth that is resistance to tear and leaking problems, thus the heating element is saved to use as there will no contamination occur in between the food and heating material. The heating process will only requires less than 15 minutes for the food to be ready to eat. After the product is reheated the heating material can be disposed out. Besides that the heating process of heating element can only require tap water.

4.3.3 Concept Testing Based on the survey conducted, 4.3.4 Build Prototype (2D or 3D) 4.3.5 Test Marketing

5. CONCLUSION In conclusion, the product which is masak lemak smoked duck is an improvement and revision of existing product. It will be able to penetrate the market and be able to compete with current product in the market. With the present of Sodap Bonar it will be able to save time to produce healthy and delicious ready to eat meal. 6. REFERENCES 1. Varalakshmi K., Devadason R., (2014). Retort Pouch Technology for Ready to Eat Products – An

Economic Analysis of Retort Processing plant. Journal of Agriculture and Veterinary

Science (IOSR-JAVS) e-ISSN: 2319-2380, p-ISSN: 2319-2372.Volume 7, Issue 1, Ver. IV, PP 78-84 www.iosrjournals.org www.iosrjournals.org 78 2. Hinman, L.(2008) Feasibility of Packaging Potatoes in Institutional Size Retort Pouches, Journal of

Food Distribution Research, 90-98(8)

3. Jun, Soojin & Cox, Linda & Huang, Alvin. (2006). Using the Flexible Retort Pouch to Add Value to Agricultural Products. J Food Saf Technol. 18. 4. R. K. Majumdar, Deepayan Roy & Apurba Saha (2017) Textural and sensory characteristics of retort-processed freshwater prawn (Macrobrachiumrosenbergii) in curry medium, International

Journal

of

10.1080/10942912.2016.1242139

7. APPENDICES (if any)

Food

Properties,

20:11,

2487-2498,

DOI: