The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Fruitful
1. khaya kya?
Service
Design
Guided by
Shashank Mehta
Submitted by
Anvika kapoor
Subhash Chandra Gupta
Vaibhav vyas
2. khaya kya?
fruitful is not just a fruit supplying venture.
fruitful is a service for NIDians by NIDians
which provides fruits as per the ailments of
the students living at the NID PG campus.
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3. idea khaya kya?
The idea behind it is to introduce and incorporate
a habit of eating fruits instead of medicines for
mild recurring health problems/ailments.
The main aim is to cure through fruits.
The secondary aim is to provide exotic recipes of
fruits.
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4. why khaya kya?
WE all know that fruits are important for us but
HOW WELL do we really know about the specific
advantages of certain fruits.
Students and other residents of the campus feel
hungry between their meals and the Khopcha
provides mostly fried stuff like samosa, Veg puff,
masala maggie, omlettes, soft drinks etc.. They
do not provide fresh fruits let alone fruits for mild
recurring 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.
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5. how it works
Students
Dietition
Expert
Input
khaya kya? Faculty
Tie-ups
restaurant,
food court, Team
multiplex
fruitful
fruit Staff
vendor
As per the identified problem area the community at NID The cost effectiveness plays very important role in such
gandhinagar needs fruits and nutrition information daily basis. model. As students asks best quality at optimum price, to
to fulfill this and also to develop sustainable value chain the tie achieve that the money which will be earn through tie-ups
ups with fruit vendor, dietitian and any of the evening gathering with restaurant for discount coupons or their advertisement
place 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 with
each fruitful order, so the food court will get publicity and sell
increases. in return they gave initial money to buy raw material.
Here the fruit vendor plays very important role. As to get right
fruits at right time and with right rate is very important. It
requires lot of networking.
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6. Strategy
Need Identification Effective Menu
A 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 in
community thinks about this very terms of offerings.
idea.
khaya kya?
Health fruits information Unique ways of marketing
authenticated
Direct marketing
We are providing the nutrition Posters
chart with each dish depending on Art installation(s)
the fruits contain. This will Pamphlets/brochures
increase the awareness about
specific health ailments which can
be cured by the fruits.
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7. Effective Menu
Menu plays very critical role
in the whole value chain. As APPLEs WITH A tWiSt - Rs 25/-
APPLE FRUIT CUP
per the identification and the ( Vitamin A rich ) – Rs 15/- (This one comes with a topping of cream
availability of the fruits the best and chocolate sauce… )
possible dishes has been
identified. With these dishes
there is also provision of BANANA FRUIT CUP
providing each fruit without ( Vitamin B6 rich ) – Rs 10/-
any mix. That will help to cater
the 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 )
Pricing
The costing model that has
been followed is POMEGRANATE
(Vitamin C, B5 rich ) - Rs 20
uncomplicated. The major
influence on the price is
dependant only on the market
its
fruits price. and to sustain the Fresh Fru Design Id
eas
value chain there is a 15% PEAR FRUIT CUP f or Fresh
( Vitamin C rich ) – RS 10
added to the cost of the fruits,
which includes transport,
labor and profit. SDM | 2010 Initiative
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8. Health Information Chart
This is a health information chart that will be provided with every order, which can be used as a bookmark afterwards. This
concept will spread awareness about the nutrition that consumer will get after eating their favorite fruit. As it has been
constantly noticed by many of us that in our daily routine we hardly get time to get information about such issue, by
providing 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 Protection
awesome morning bowels Aids digestion Fights Breast Cancer
and manganese.
Vitamin B6
Very good for skin Asthma Help
It's a hypo-allergenic fruit. Good source of vitamin B1 Lung Cancer Prevention
That means those with food Lowers Blood Pressure
Rich in vitamin C and E Lung Cancer Prevention
sensitivities can usually eat Good source of vitamin B6, Slows Prostate cancer
pears with no adverse copper, magnesium, and Enhances Bone Health
Prevents nausea (includes Breast Cancer Prevention
effects. dietary fibre. Lowers Cholesterol
High Nutrient Absorption morning sickness and
motion sickness) Diabetes Management
Quercetin is another Helpful in Dyspepsia (chronic Dental Protection
antioxidant found in the skin digestive disturbance) Healthy Digestive Tract
Papayas are also a good Weight Loss
of pears. It helps prevent Lowers Blood Pressure
cancer and artery damage Helpful in cases of bronchitis Prevents diarrhoea source of fibre, which has
been shown to lower high Prevents anemia
that can lead to heart (inflammation of lungs) ,
problems. A recent study at arthritis, constipation and Helps in cancer Prevention cholesterol levels
And oh ! So tasty
Cornell University found it nausea
may also protect against Keeps those bowels Fruits with high fibre
Alzheimer’s disease. So constipation free content are good for
don't peel your pears! healthy bowels
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9. Marketing
Email
We have used different medium for marketing. Which
includes facebook, posters, Email and text messaging.
Posters and facebook played very important role in the
marketing. Initially we had put up posters with only logo. As Poster facebook
logo 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 customer
about how and which kind of service that fruitful will provide.
This confusion has provoked eagerness into the community
to know more about fruitful. Which will be done by right
posters at right time with the right information.
Messaging
http://www.facebook.com/pages/Fruitful/186658031409991
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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?
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11. Poster
MIXING FRUITS FOR GOOD HEALTH MAKE YOURSELF FRUITFUL
RIGHT FRUITS @ RIGHT TIME
khaya kya? khaya kya? khaya kya?
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12. Poster
for
health
mind SMALL DOSE MATTERS
AN APPLE A DAY TAKES YOUR EXTRA WEIGHT AWAY khaya kya?
soul khaya kya?
khaya kya?
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13. Launch
11th Oct, 2011
khaya kya?
Packaging
Frozen Fruit Salad Nutty Mixed Fruit
Make your own dish
Papaya Fruit Cup Frozen Fruit Salad
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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. It's 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
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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
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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
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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.
It's our utmost honor to keep this service alive and thriving.
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