DA Domus Academy Master in BUSINESS DESIGN 2013 WKS3/Design Harvesting Innovation Through Design
Project Leader: Marcella Foschi I Business Doctor: Elena Sisti Project Assistant: Georgia Spanou
B
Group
Rujul Vora
I
Prateek Batra
I
Sukhada Dahale
INDEX
Research Analysis
$ Concept
Conclusion
Scenario
Research Analysis
INTRODUCTION
One of the biggest producers of fresh salads in the US with in house production of Radicchio throughout the year.
TYPES Chioggia
Treviso
RADICCHIO
Tardivo
Castelfranco
NUTRITION
High
Magnesium &
Carbohydrate
Riboflavin/B 2
Vitamins
Proteins
A, B, C,K1
potassium Keep cells healthy by protecting them from oxidation Essential for proper blood clotting Good to control blood pressure Builds strong bones and teeth
BUSINESS ?
Do We Eat Responsibly And Sustainably? Food Trends in U.S.A
Food Tradition
Organic food segmentation
Market
FOOD CULTURE
FOOD CULTURE
74% - World’s
25% people eat some kind of fast food everyday.
Frozen Food Market ( fruits & vegetables )
US and Europe
Is in
60% Diet Conscious
TRADITION
How often they Have Barbeque meal?
Occasionally
ORGANIC FOOD MARKET SEGMENTATION
31.5 % Processed food and other
20.4 % 17.8%
Beverages
Dairy
12.2% 11.8%
Meat and Fish
Fruit and vegetables
6.3 %
Bread and grains
MARKET
20.4%
MARKET
Canada
U.S.
86%
Japan Korea
Europe
Taiwan
with upscale, more disposable income
Consumers Generally radicchio is part of upscale salad blend or part of a special meal like radicchio risotto, high end salad, etc.
Concept
A Step Forward with
Sustainable Food Product Providing Health with Taste
Presenting.....
AMERICAN TRADITION On grill experience
CONCEPT
PRODUCT
Flavour: Cheese /Mexican Salsa/Chocolate
Mixture of mashed potato and radicchio
Skewer
PACKAGING
Health with taste
PACKAGING RADICCHIO BARBEQUE LOLIPOP
NUTRITIONAL FACTS: CALORIES...low ENERGY......High CARBOHYDRATES...Medium
PACKAGING
Healthy organic 80 % Recyclable Self sustaining
PRICING STRATEGY
DISTRIBUTION CHANNEL
Retail Stores Through Super Markets: Enabling the product to easily get the right exposure in the frozen
section.
Restaurants Through top restaurants with a barbeque cuisine, there by enhancing the total experience.
MARKET PLACE
Price Lifecycle Flavour
BUSINESS PLAN Initial Investment
Production Cost
Distribution Cost Retail
$10,000
•Patent – •Processors –
$9,000$30,000
$
$
1.60
0.60
50% Wholesale
25%
Profit (More than 100 % )
$ 1.00 Prices are approximated excluding the tax.
BUSINESS PLAN
$ Profit
(More than 100 % )
Conclusion
$
Distribution
$
$
Wholesale
Retail
$
Restaurants
Customer
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