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 CARD
Compiled by Nancy Bathh
Ideas for scoring:
i) Spicy sauce that does not causeulcers
ii) Soup that can be used in sorethroat
iii) Low calorie drink that can suppress appetite
iv) Ice-creamwith health benefits.
v) Pre-formed dough.
vi) Ketchup with cholesterol lowering properties.
vii) Incorporating walnutfor its neuroprotective properties.
viii) Vitamin supplements for kids.
ix) Mineral supplements in food.
x) Frozen desertwith brown sugar.
REWARD:
Score
Points 1 3 5
How Much? Minor
contribution
v, vii, viii, ix
Moderate
i), ii, iii), iv, vi , x
Very large for us
How Soon? Five years Three years
v, vi, vii, viii, ix
This year
i) , ii),iii), iv and x
How Long? One year
v)
Several years
i), ii), iii), iv, vi,
Many years

vii, viii, ix and x
Company Image Could hurt us
viii, ix
Supportive
ii), iv, v, vi, vii
Make us look
great
i), iii) and x
Total = 20 points
i) = 16
ii) = 14
iii) = 16
iv) = 14
v) = 08
vi) = 12
vii) = 10
viii) = 08
ix) = 08
x) =16
TECHNICAL RISK:
Score
Points 1 4 7 10
Complexity Major
invention
required
Innovation
intensive
i), vi and x
Incremental
improvements
ii, iii, iv, v, vii,
viii and ix
Off the shelf
technology
Capability Not sure
that anyone
can do it
Must find or
buy some
skillsx
Skills can be
developed by
our staff
i, ii), vi, vii,viii,
All skills in
house
iii), v

ix ,iv
Ownership Excluded by
competitor’s
patents
Wide open
or public
domain
i),ii, iv, vii,
viii and ix
We can get a
license
iii)
We have the
patent
v, vi and x
Total = 30 points
i) = 15
ii) = 18
iii) = 24
iv) = 18
v) = 27
vi) = 21
vii) = 18
viii) = 18
ix) = 18
x) = 18
COMMERCIAL RISK
Score
Points 1 2 3 4
Customer
Need
No one wants
it
Me too.
Needs
already
satisfied
iv, vii, viii and
ix
Need
unmet, but
not well
recognized
i) , ii), iii),v,
vi, x
Customers
need it and
know they
need it

Marketing
to current
customers
All new
customer base
Same market,
but different
customers
Mix of
currentand
new
customers
v, vi, x
All present
customers
are
potential
buyers
i), ii), iii), iv,
vii, viii and
ix
Market
trend
Declining Unpredictable
v, vi and x
Static,
stable,
predictable
ii), iv, vii, viii
and ix
Growing
and
expanding
i), iii)
Regulatory
Issues
Unpredictable,
large possible
negative
impact
vi
Predictable,
minor
negative
impact
No
potential
impact
i), ii), iv, v,
vii, viii, ix
and x
Well
defined,
could
improveour
position
iii)
Competitors One or two
dominant
players
ii), iv, vi, viii
and ix
Many
aggressive
players, none
dominant
i) and vii
A few
established,
but passive
players
iii) and x
Weakly
contested
market
v)
Total = 20 points
i) = 16
ii) = 14
iii) = 19
iv) = 13

v) = 15
vi) =10
vii) = 14
viii) = 13
ix) =13
x) =14
STRATEGIC FIT:
Points
1 3 5
Importanceto
local strategy
Counter to
strategy
Neutral or minor
v, vi, vii, viii, ix, x
Essential
i), ii) , iii), iv
Importanceto
global strategy
Counter to
strategy
Neutral or minor
v, vi, vii, viii, ix
and x
Essential
i) ii), iii), iv
Platformfor
strategy
Stand alone
product
v, vi and x
Family of
products
i), ii), iii), iv,
vii,viiiandix
Whole new
business
Cross business
capability
Local business
only
Several business
areas
i),ii), iii), iv, v, vi,
vii, viii, ix and x
Useful to the
entire
organization
Customer/Partner
relationships
May damage
relationships
No impact
iv, v, vii, viii, ix
and x
Will strengthen
relationships
i) , ii), iii), and vi
Impartof industry Increases None Shifts balance in

structure competition
i), ii), iii), iv, vi,
vii, viii and ix
v and x our favor
Total = 30 points
i) = 22
ii) = 22
iii) = 22
iv) = 20
v) = 16
vi) = 16
vii) = 16
viii) = 16
ix) =16
x) =16
Total Scorepossible= 100 points
i) Spicy sauce that does not causeulcers = 69
ii) Soup that can be used in sorethroat = 68
iii) Low calorie drink that can suppress appetite= 81
iv) Ice-creamwith health benefits = 65
v) Pre-formed dough = 66
vi) Ketchup with cholesterol lowering properties = 59
vii) Incorporating walnutfor its neuroprotective properties = 58
viii) Vitamin supplements for kids = 55
ix) Mineral supplements in food = 55
x) Frozen desertwith brown sugar = 64
Top idea=Low calorie drink that contains highfibre

Concept Development
Developed by: Nancy Bathh and Ogunwale
Product Name: CaptainMaono
CONCEPT1: To develop a dairy drink which contains high fibre (upto 30%) and is
fortified with Vitamin D. Itwill be available in chocolate flavor.
AIM:The purposeis to sell it as a healthier alternative to the commonly sold
beverages like tea, coffee and softdrinks.
OTHER HIGHLIGHTS: Itwill also contain green tea extracts and turmeric. These
will add value to the productby boosting the overallhealth, 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.

ConceptSheetprepared by: Ogunwale
Concept 2
All the highlights remain the same but it will be available in strawberry flavor.

ConceptSheetprepared by: Ogunwale
Concept 3
The third flavor is vanilla. All the other highlights remain the same.

ConceptSheetsprepared by: Ogunwale
Summary of the Survey
Are you-
Category
No. 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 inyour family?
Responses
# of
responses
Percentage
I buy it all the time 15 35%
I sometimes accompany the
personwho 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?
Responses
# of
responses
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 doyou prefer todrink?
Category # of responses Percentage
Tea 14 33%
Coffee 16 37%
Soft drink 9 21%
Juice 23 53%
Other 4 9%

How oftendo you consume them?
Responses
# of
responses
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 concernedare you about buying a healthier alternative tothe commonly
soldbeverages?
Responses
# of
responses
Percentage
I always look for a healthier alternative 22 51%
I sometimes wantto drink something healthy 19 44%
I am not concerned abouta healthier
alternative, I enjoy my regular beverage
4 9%

How oftenhave you lookedfor a drink withhigh fibre?
Responses
# of
responses
Percentage
I have always wanted tobuy 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 highin fibre?
Responses # of responses Percentage
Yes, certainly 21 49%
May be 17 40%
I don't know 4 9%
No 2 5%

How concernedare you withhaving stronger bones?
Responses
# of
responses
Percentage
I consider my bones as strong 22 51%
I take supplements to makemy bones strong 7 16%
I am concerned about my bone strength but don't know
what to take for it
15 35%
Other 2 5%
Will you prefer tobuy a drink fortifiedwithVitaminD?
Responses
# of
responses
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 baseddrink containing highfibre and
fortifiedwithVitaminD?
I would definitely buy it 29 67%
I am not sureif I would wantto drink it 10 23%
I don't know 4 9%
Other 0 0%
According toyou 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 ideaof buying a drink withgreenteaextract?
Responses
# of
responses
Percentage

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 withthe benefits of turmeric?
Responses
# of
responses
Percentage
Yes, it has antiseptic, anti-inflammatory and
anti-cancer properties
33 77%
I have heard about it but I am not awareof
its benefits
8 19%
I haven't heard of it 2 5%
Would you prefer toconsume a drink withturmeric init?
Yes 27 63%
No 8 19%
May be 6 14%

I don't know 2 5%
Would you like a drink withnatural ingredients like almonds andpistachios?
Responses
# of
responses
Percentage
Yes, I like the ideafor 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?
Responses
# of
responses
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 freedrink 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 tobe packaged?
Responses
# of
responses
Percentage
It shouldbe ready
to drink
39 91%
Itshould be
reconstituted
5 12%
Other 0 0%
What volume would you prefer for the package?
below 300mL 20 47%
301-500mL 24 56%
501-800mL 0 0%

How much would you want to spendfor 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.

CONCEPTTESTING (Conjoint Analysis)
Performed by : Darshan Sharma
Captain Maono, a high fibredairy producthas been conceptualized into a product
that comes in three flavours namely; Chocolate, Vanilla and Strawberry.
This conjointanalysis has been done based on the productsurvey posted via
Google Docs.
The three main parameters considered for concept testing are stated below:
1. Highfibre: Fromthe survey 42% peoplehave shown preferencetowards
having high fibre in the productand 49% haveopted for buying a product
containing high fibre. So we gave 500 points from1000 points to have high
fibre in the product.
2. Flavour: We offered three flavours to the customers to choosefromwhich
they would prefer to have in the drink. We gave350 points for flavour out
of 1000. Theresults for flavour preference are as follows:
 Chocolate: 44% people want this flavour
 Vanilla: 42% people want vanilla
 Strawberry: 40% peoplewantstrawberry
So fromthe survey wegave some individual points to these flavours, in
which chocolate has 154 points, Vanilla 147 points and Strawberry has 140
points
3. VitaminD: Because the main highlight of the productwas 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 Highfibre:HighVit D withchocolate flavour has the
highest points whichare 754 points.
Gap in the market space:
Done by: KamalpreetKaur and Neenu Varghese
Currently the marketis seen flooded with varieties of aerated drinks, coffeeand
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 caffeineis 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 fromthis, it would also contain green tea
extract which would act as a sourceof antioxidant. Ingredients like turmeric
would be incorporated to impart anti-cancer properties and immunoprotective
properties. Almonds and pistachios would enhance flavor, providefibre, 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, sincetheir major area of concern are

vitamins and minerals. On the other hand almost all of these products arehigh 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 fromthis,
by using ingredients like green tea and turmeric we want the productto provide
additional health benefits.
Main competitors as per the current market include Boost, Muscle milk, Ensure
original, All in one meal,etc.

MARKET POSITIONING
Performed by: Neenu Varghese
Dairy drink containing Vitamin D and Fiber
>Bodykey by Nutrilite >Boost plus
> carnation breakfastessentials
>Nesquick
chocolate milk
> Ensureplus nutrition shake
>Coffee crisp chocolate milk
> Fitness Delight >Monster milk
> Gatoradeprotein shake > Musclemilk
>Caramilk
Highdietaryfiber
Low dietaryfibre
HighVitaminD
Low VitaminD
CAPTAIN MAONO

Interpretationof Final Concept testing
Done by Nancy Bathh
Based on the findings of the survey, following parameters werehighlighted-
1) Almost half of the consumers (49%) prefer eating healthy all the time and that
can be ascertained fromthe fact that the usually prefer drinking juice than coffee
and tea. Nevertheless, nearly 51% of the respondents areconstantly looking for a
healthier alternative to the commonly sold beverages- coffee, tea and softdrinks.
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% wanta 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 interestin 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 somewhatbelievable 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 wereinterested 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 productin 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 Attributes
Compiled 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 productfor its
microbial and chemical properties and activities, as influenced by factors such as
Temperature, water activity, process conditions and packaging. Signs of
deterioration- microbial, physicaland chemical are carefully observed and these
give us proper idea of whatthe shelf life of a productwill 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, onemajor thing that never changes is the fact that this
productis 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).
Itwas 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, theshelf life of Captain maono is 2weeks
refrigerated or not.
Regulations compliance
Compiled by: Ogunwale
Required regulations to be followed were referred to as stated in the Food and
Drugs Regulations.
1. The required regulation as regards thelabelling and packaging of the
products werefollowed as stated in B.01.002A –B.01.600
2. Regulations regarding Dairy products werechecked for both the ingredient
(Skimmilk and the Productitself) 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 wereattributed
based on the required Daily intakes as stated in Schedule K.
Nutrition fact table formats were cross referenced with standards setin Schedule
L.

Product assessment
Compiled by Darshan Sharma
- Water of Activity(Aw) : The productis 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 productitself is liquid so there is no need to perform
moisturetest.
- Acidity: Acidity measurements are also used to monitor processes such as
cheese-making and yoghurt-making. Thetitratable acidity of fresh milk is
expressed in terms of % lactic acid, becauselactic acid is the principal acid
produced by fermentation and fresh milk contains only traces of lactic acid.
However, dueto 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
sodiumhydroxideto a phenolphthalein end-point. So the result of this test
was found to be 17% of lactic acid.
Packaging DesignandComponent
Compiled by: Nancy and Kamalpreet
To be packaged in glass bottle capable of holding 325mL of liquid.
Frontlabel: 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 productwhich 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 productwill be
packed in glass bottles. Glass bottles are chosen over plastic bottles becausethe
latter has problem of leaching out alkali during storage. Thus, glass bottles will
help in preserving the quality of the productduring shelf life.
0
10
20
30
40
50
60
70
80
Nutrition Convenience Appearance Flavour Package
Ranking of product attributes
Product: Captain Maono, Dairy drink
Ingredients: Milk(1% fat), Honey, Oat (ground),
Psyllium (ground), Almonds (chopped), Vitamin D
(powder), Pistachios ( ground), Green tea, Flavor,
Cardamom powder, Turmeric
Allergens: 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 Canada
Durham College, 2000Simcoe
Oshawa, ON L1H 7K4
Contact: +1(226)5676542
BB:April 24,2015

2) PLACE: The product will find suitable place in the dairy section of grocery
stores, conveniencestores, coffee shops, cafeterias. Its shelf life is 2 weeks. Itcan
be available all over the country at all times of the year.
3) PRICE: The price of the productis set as $3.60 to meet the target return on
investment. The cost of the product/packageif $1.76. Apartfromthe company’s
profit, the remaining shareis given to the distributors and retailers.
4) PROMOTION: Theproductwill be promoted by offering free samples in the
college campus.
PRODUCT POSITIONING STRATEGY
 We will position the productwith 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 breakfastdrink, 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 fromregular dairy drinks to
Captain Maono and even small kids and teenagers will like it and ask their
parents to buy them for the breakfastor to havein between meals. Parents
would be attracted towards it as the fortifying of milk made it healthier.
Positioning Strategy
Market Product
Current New
Current Market Penetration Product development
Selling moreCaptain
Maono dairy drink in
existing market
Introducing Captain Maono in
ON
New Market development Diversification

Selling Captain Maono in
ON for the firsttime
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 orangejuice-milk based beverage after PEF and Thermal processing.
PubMed.

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