khaya kya?ServiceDesign  Guided byShashank Mehta     Submitted by    Anvika kapoorSubhash Chandra Gupta    Vaibhav vyas
khaya kya?fruitful is not just a fruit supplying venture.fruitful is a service for NIDians by NIDianswhich provides fruits...
idea                     khaya kya?The idea behind it is to introduce and incorporatea habit of eating fruits instead of m...
why                      khaya kya?WE all know that fruits are important for us butHOW WELL do we really know about the sp...
how it works                                                                                                   Students   ...
StrategyNeed Identification                               Effective MenuA pilot research with a small                     ...
Effective MenuMenu plays very critical rolein the whole value chain. As                                                   ...
Health Information ChartThis is a health information chart that will be provided with every order, which can be used as a ...
Marketing                                                                                                                 ...
Poster                                                  Be careful about reading health books   Health is the greatest gif...
Poster                                           MIXING FRUITS FOR GOOD HEALTH                MAKE YOURSELF FRUITFUL  RIGH...
Poster     for  health  mind                  SMALL DOSE MATTERS                                                          ...
Launch  11th Oct, 2011                          khaya kya?                                           Packaging            ...
Launch  11th Oct, 2011                   khaya kya?                                Page | 13
Launch  11th Oct, 2011                   khaya kya?                                Page | 14
Feedback   khaya kya?                        fruitful                                                      It was good, an...
Feedback   khaya kya?                        A system well thought off and planned, with a                        perfect ...
Feedback   khaya kya?                                                  Fruitful                               It is a heal...
Reward                                                           khaya kya?                             Team fruitful     ...
Team   khaya kya?                           Anvika Kapoor                               anvika.k@nid.edu                  ...
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Fruitful

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Fruitful

  1. 1. khaya kya?ServiceDesign Guided byShashank Mehta Submitted by Anvika kapoorSubhash Chandra Gupta Vaibhav vyas
  2. 2. khaya kya?fruitful is not just a fruit supplying venture.fruitful is a service for NIDians by NIDianswhich provides fruits as per the ailments ofthe students living at the NID PG campus. Page | 1
  3. 3. idea khaya kya?The idea behind it is to introduce and incorporatea habit of eating fruits instead of medicines formild recurring health problems/ailments.The main aim is to cure through fruits.The secondary aim is to provide exotic recipes offruits. Page | 2
  4. 4. why khaya kya?WE all know that fruits are important for us butHOW WELL do we really know about the specificadvantages of certain fruits.Students and other residents of the campus feelhungry between their meals and the Khopchaprovides mostly fried stuff like samosa, Veg puff,masala maggie, omlettes, soft drinks etc.. Theydo not provide fresh fruits let alone fruits for mildrecurring ailments. it’s like this Eating fruits is important but eating the right fruit at the right time is even more important and that’s what fruit fal is trying to achieve through this endeavor. Page | 3
  5. 5. how it works Students Dietition Expert Input khaya kya? Faculty Tie-ups restaurant, food court, Team multiplex fruitful fruit Staff vendorAs per the identified problem area the community at NID The cost effectiveness plays very important role in suchgandhinagar needs fruits and nutrition information daily basis. model. As students asks best quality at optimum price, toto fulfill this and also to develop sustainable value chain the tie achieve that the money which will be earn through tie-upsups with fruit vendor, dietitian and any of the evening gathering with restaurant for discount coupons or their advertisementplace will help. so for initial investment we tie up with a food will help to reduce the price of the dishes.court and agreed on to distribute their discount coupon witheach fruitful order, so the food court will get publicity and sellincreases. in return they gave initial money to buy raw material.Here the fruit vendor plays very important role. As to get rightfruits at right time and with right rate is very important. Itrequires lot of networking. Page | 4
  6. 6. StrategyNeed Identification Effective MenuA pilot research with a small It will help to attract the customer.sample should be carried out in As we are also targeting staff also,order to know as to what the so the menu should be balanced incommunity thinks about this very terms of offerings.idea. khaya kya?Health fruits information Unique ways of marketingauthenticated Direct marketingWe are providing the nutrition Posterschart with each dish depending on Art installation(s)the fruits contain. This will Pamphlets/brochuresincrease the awareness aboutspecific health ailments which canbe cured by the fruits. Page | 5
  7. 7. Effective MenuMenu plays very critical rolein the whole value chain. As APPLEs WITH A tWiSt - Rs 25/- APPLE FRUIT CUPper the identification and the ( Vitamin A rich ) – Rs 15/- (This one comes with a topping of creamavailability of the fruits the best and chocolate sauce… )possible dishes has beenidentified. With these dishesthere is also provision of BANANA FRUIT CUPproviding each fruit without ( Vitamin B6 rich ) – Rs 10/-any mix. That will help to caterthe maximum customer taste FROZEN FRUIT SALAD - Rs 30/- PAPAYA FRUIT CUP ( Vitamin E,C rich ) – Rs 10/- (Indulge with a hint of condensed milk added to your fruits )PricingThe costing model that hasbeen followed is POMEGRANATE (Vitamin C, B5 rich ) - Rs 20uncomplicated. The majorinfluence on the price isdependant only on the market itsfruits price. and to sustain the Fresh Fru Design Id easvalue chain there is a 15% PEAR FRUIT CUP f or Fresh ( Vitamin C rich ) – RS 10added to the cost of the fruits,which includes transport,labor and profit. SDM | 2010 Initiative Page | 6
  8. 8. Health Information ChartThis is a health information chart that will be provided with every order, which can be used as a bookmark afterwards. Thisconcept will spread awareness about the nutrition that consumer will get after eating their favorite fruit. As it has beenconstantly noticed by many of us that in our daily routine we hardly get time to get information about such issue, byproviding at the time of delivering will increase the awareness. Ladies and gentlemen Ladies and gentlemen Ladies and gentlemen Ladies and gentlemen “Pear cup ensures ” Ladies and gentlemen Ladies and gentlemen “Pomegranate cup ensures “Pineapple cup ensures ” “Apple cup ensures” “Banana cup ensures” “Papaya cup ensures” ”High in fibre. Thus the Excellent source of vitamin C Bone Protectionawesome morning bowels Aids digestion Fights Breast Cancer and manganese. Vitamin B6 Very good for skin Asthma HelpIts a hypo-allergenic fruit. Good source of vitamin B1 Lung Cancer PreventionThat means those with food Lowers Blood Pressure Rich in vitamin C and E Lung Cancer Preventionsensitivities can usually eat Good source of vitamin B6, Slows Prostate cancerpears with no adverse copper, magnesium, and Enhances Bone Health Prevents nausea (includes Breast Cancer Preventioneffects. dietary fibre. Lowers Cholesterol High Nutrient Absorption morning sickness and motion sickness) Diabetes ManagementQuercetin is another Helpful in Dyspepsia (chronic Dental Protectionantioxidant found in the skin digestive disturbance) Healthy Digestive Tract Papayas are also a good Weight Lossof pears. It helps prevent Lowers Blood Pressurecancer and artery damage Helpful in cases of bronchitis Prevents diarrhoea source of fibre, which has been shown to lower high Prevents anemiathat can lead to heart (inflammation of lungs) ,problems. A recent study at arthritis, constipation and Helps in cancer Prevention cholesterol levels And oh ! So tastyCornell University found it nauseamay also protect against Keeps those bowels Fruits with high fibreAlzheimer’s disease. So constipation free content are good fordont peel your pears! healthy bowels Page | 7
  9. 9. Marketing EmailWe have used different medium for marketing. Whichincludes facebook, posters, Email and text messaging.Posters and facebook played very important role in themarketing. Initially we had put up posters with only logo. As Poster facebooklogo itself talk about doctor’s plus sign, fruits and a tag line Be careful about reading health books“khaya kya?” which relates it with eating. You may die of a misprint... Trust khaya kya? khaya kya?With all this would not made clarity in the mind of customerabout how and which kind of service that fruitful will provide.This confusion has provoked eagerness into the communityto know more about fruitful. Which will be done by rightposters at right time with the right information. Messaging http://www.facebook.com/pages/Fruitful/186658031409991 Page | 8
  10. 10. Poster Be careful about reading health books Health is the greatest gift, You may die of a misprint... contentment the greatest wealth, Trust fruitfulness the best relationship khaya kya? khaya kya? Munch your fruit !!! in between meals... You’ve got it... You munch it... khaya kya? khaya kya? Page | 9
  11. 11. Poster MIXING FRUITS FOR GOOD HEALTH MAKE YOURSELF FRUITFUL RIGHT FRUITS @ RIGHT TIME khaya kya? khaya kya? khaya kya? Page | 10
  12. 12. Poster for health mind SMALL DOSE MATTERS AN APPLE A DAY TAKES YOUR EXTRA WEIGHT AWAY khaya kya? soul khaya kya? khaya kya? Page | 11
  13. 13. Launch 11th Oct, 2011 khaya kya? Packaging Frozen Fruit Salad Nutty Mixed Fruit Make your own dish Papaya Fruit Cup Frozen Fruit Salad Page | 12
  14. 14. Launch 11th Oct, 2011 khaya kya? Page | 13
  15. 15. Launch 11th Oct, 2011 khaya kya? Page | 14
  16. 16. Feedback khaya kya? fruitful It was good, and really fruitful. It was tasty and hygienic look. We can have this thing regularly. It was containing lots of Nutrition & healthy calories which needs by our body. -Shekhar Bhattacharya It is considered good approach towards healthy fruit. I like very much. Good. Keep it up. -Shatrughna Tiwari Warden Boys hostel Finally some healthy food on fruitful has been one of the the campus. Its a very good good things that has happened innovative, which is going to be to the campus. carried forward by the current mess Healthy and right food. caterers. The services were great. The service was fast and it provided Especially the “ make it yourself “. complete customer satisfaction. The idea of tying up with CONTRAST An excellent idea!! for the discount coupons is all a very good idea for both the parties. -Adhishri Sarah Philemon FULL VALUE FOR MONEY. - Priyam Doshi Page | 15
  17. 17. Feedback khaya kya? A system well thought off and planned, with a perfect and healthy service provided. Planned well enough that can turn into a future extention whithin the campus. Perfectly customer satisfying. -Thujesh Pillai LAD Areally nice service. I like the food that they gave me, a calorie chart related to the fruit I had. this differs the service from other fruit seller. I will be very happy if this service continues with more variety. -Chandradip rana TGD A very necessary service required at PG campus. Very good idea. Hope it remains even after we guys Good idea. very healthy for campus life. go out from campus. - Prachi Mahapatra - Richa Thakkar SDM Page | 16
  18. 18. Feedback khaya kya? Fruitful It is a health based service for student community. I found the information supplied along the product useful. It adds value to the product which we consume every day. What I likes about the service is the presentation, packaging and material supplied along with. I believe it received a good response as for my second order the product was already sold out. The price was reasonable. It may be increased marginally, if it has to sustain through some franchise. ( e.g. Mohini Caterers). Good Job. - Akhil Succena Center Head National Institute of Design - PG Campus Page | 17
  19. 19. Reward khaya kya? Team fruitful Mohini Caterers We got the opportunity to reintroduce ourselves to all, which will benefit all NID Students & Faculty in the near future. the service was prototyped for three consecutive days and turned out to be extremely successful. Due to the competitive prices and unique fruit salads provided by this service a lot of students, faculty and staff including our guards enjoyed fresh fruits in between meals on campus. After getting feedback team Fruitful would not just want to stop at testing this prototype. We are launching this service and carrying on with it on campus for as long as need be. So the Mohini caterers which is the present caterers at NID PG campus will now be taking over this service and launching it at the Khopcha from 4:00 pm to 7:00 pm. Its our utmost honor to keep this service alive and thriving. Page | 18
  20. 20. Team khaya kya? Anvika Kapoor anvika.k@nid.edu Subhash Chandra Gupta subhash.g@nid.edu Vaibhav Vyas vaibhav.v@nid.edu Page | 19

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