Idea Generation

1) Customer: After doing an interview with the customer, we receive many positive feedbacks and innovating ideas on how to improve or to attract more customers on buying our products and on of it is come out with our own curry puff. At the same time, we also got the idea to produce popiah as our new product. They said with some special characteristics, our curry puff or popiah might be able to hit in the market.

2) Employees: Our company has held a company meeting which involved all employees. So we managed to gather a numerous ideas on improving our sales and quality at the same time. Many are agreeing with the new idea which is curry puff. We tried on asking about their opinion on the popiah and shockingly many are agreed with us

3) Competitors: As usual, the are many tight and strong competitors. Ayamas, Burger Ramly, 5 stars,

4) Distributors:

5) Other Sources: Our products lately have been promoted in the food magazines and we received a innovating feedback by the magazines readers. They say that our products are in good quality. At the same time our marketing research firm and inventors also required feedbacks from the customer for the past two weeks.

Idea Screening
Will the customer in the target market benefit from the product?
I think that the customer in our target market will benefit from the product because it may arise the long sensation feeling of craving for traditional foods that most urban people had for a long time. Like you may see nowadays, most urban people havent had a traditional food for their breakfast because of the cultural shock. One of the examples like the Metropolitan City of Kuala Lumpur. Most of people who work or live there eat bread toast, pancakes and many more western breakfast menus as their option of breakfast. Literally, with our new product it will help to satisfy the customers long sensation of carving for traditional foods. Moreover, the price of the product is affordable. In addition, the varieties of ingredient of each product that we offer to our customers can satisfy the customers needs and wants according to their taste or choice. But now we have two options which are curry puff and popiah, and I think the most suitable option is the curry puff because it is better known by society as traditional food rather than popiah.

What is the size and growth forecasts of the market segment/target market?
Seeing from the options which is curry puff and popiah , I think that we are able to promote curry puff more than popiah because curry puff is already well known by the society and most people would agreed on curry puff rather than popiah. By the way, we may try to promote our new product to 3 of our target market which is Kids, Workers, and Elderly. The forecasted capacity of the market will satisfy our companys current strategy. There are some factors that will make the demand for our new product grows: - Suitable menu that can be eaten anytime that actually able to satisfy our hunger. - This type of product is cheap which suitable with the range price of the consumers.

What is the current or expected competitive pressure for the product idea?
Many other producers had produce popiah as they new product. They tried to promote it back as popiah is kind of not well known nowadays. Sadly, most of it failed to attract the consumer. Furthermore, theres not many competition out there, theres not many producers who produce curry puff as their product. So, we decided to go with curry puff instead of popiah.

Why our product is supposed to be better that what already exists?

We tried to come with some special characteristics which is our product is slightly bigger than the other companys product. Moreover, the essence of our product has its own special ingredient which we cannot expose it to consumer or to the public. Here are some prototypes that we tried to make:

Business Analysis
Process of whereby marketers need to evaluate and calculate the business attractiveness of the proposal by reviewing the sales, cost and profit projections to determine whether it can satisfy the companys objectives

Development
Functional Test :
Initially, after completing our first prototype, we came out with our own special vacuum packaging .Our vacuum packaging helps to maintain our hygienic factor and because of it, our product can last longer before the expiry date. In achieving one of the companys vision which help to rescue the environment, our vacuum packaging is reusable or can be recycle. At the same time, our own initial products prototype has some special characteristics. We find that our curry puff is easy to be produce because of simple ingredients yet special. We have our own policy which is all the ingredients has to be clean or hygienic or fresh because we care of our customers. Furthermore, to ensure the curry puff is longer lasting, besides on relying on our vacuum packaging, we cooked the curry puff for a while in boiled oil before we packed it. Here is our completed prototype of our product :

Consumer Test:
Before we tried to sell it to our customers, we try to promote it first by giving free test foods to customers at Jaya Jusco Wangsa Maju section 1. Hearing our prototype feedbacks give us positive thinking that our product might hit the market. Here are some positive feedbacks from customers: a) Our curry puff is quiet delicious and the essence of the curry puff is quiet of a portion even though the price is quiet cheap. b) Most of the customers say that our curry puff is quite big compare with other companys curry puff. So by having that kind of comments, it gives us a positive thinking about the competitive factor. c) They say that we did a great job on promoting the traditional food which may bring back this food into the industry. d) Some of the customer see the demonstration on how to cook our curry puff and they find that our curry puff is easy to cook and they satisfy with the taste of it even though our curry puff only take a little time to cook. This is because of our fresh ingredient.

Test Marketing
y y y y y

y Produce a physical prototype or mock-up Test the product (and its packaging) in typical usage situations Conduct focus group customer interviews or introduce at trade show Make adjustments where necessary Produce an initial run of the product and sell it in a test market area to determine customer acceptance

Commercialization
When the company has to decide on the introduction timing?

Where the company has to decide where to launch its product?

To whom the primary target consumer group will have been identified earlier by research and test marketing?
The Commercialization process has three key aspects:
1. The funnel. It is essential to look at many ideas to get one or two products or businesses that can be sustained long-term 2. It is a stage-wise process and each stage has its own key goals and milestones 3. It is vital to involve key stakeholders early, including customers

4. When the company has to decide on the introduction timing. When facing the danger of cannibalizing the sales of the company s other products, if the product can be improved further, or if the economy is down, the launch should be delayed. 5. Where the company has to decide where to launch its products. It can be in a single location, one or several regions, a national or the international market. This decision will be strongly influenced by the company s resources, in terms of capital, managerial confidence and operational capacities. Smaller companies usually launch in attractive cities or regions, while larger companies enter a national market at once. Global roll outs are generally only undertaken by multinational conglomerates, since they have the necessary size and make use of international distribution systems (e.g., Unilever, Procter & Gamble). Other multinationals use the lead-country strategy: introducing the new product in one country/region at a time (e.g. Colgate-Palmolive). 6. To Whom the primary target consumer group will have been identified earlier by research and test marketing. These primary consumer group should consist of innovators, early adopters, heavy users and/or opinion leaders. This will ensure adoption by other buyers in the market place during the product growth period.