Crunch AND Spice IN Every BITE PDF

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CRUNCH AND SPICE IN EVERY BITE! Crispy Cutlery is a Canadian based manufacturing start up known for its flavored and edible cutlery edition which can be consumed after their intended use, planning to establish in 2021 with main goals as to  

Minimize plastic cutlery use in Canada Support farmers

Crispy support employees by providing them minimum wages and has multi-cultural employees. The idea was proposed by Gururajsingh Sandhu, Simran Kaur, Kashish Gambhir, and Vishvajeet Moond in 2020 to have an eco-friendly alternative for the growing use of plastic cutlery. PLANT SETUP/ FACTORY LOCATION - Southwest Ontario It is a great agricultural land in Canada, and this would help to get best raw material from farmers directly at convenient rate. Reduce our transportation cost and use of non-renewable energy. Doesn’t require technical setup. COMPANY NAME Type Industry- Food, tableware Headquarters- Saskatchewan No. of Employees Average lead time Area served Website

CRISPY CUTLERY Limited Private Food, tableware 1-50 5-7 Days Canada www.crispycutlery.com

PRODUCT DESCRIPTION We are coming up with your favorite edible cutlery flavor like Coffee, Maple, Hot and Spicy, Vanilla, Chocolate, Cumin, Mint, Black pepper, Blue Raspberry, Simply salty, Pani-puri and Maggie for our wide range of customer with multiple diversity and culture.

CONSUMER PROFILE Based on end use, the global cutlery market has been segmented on basis of: Demographic- Age, race, gender, income and consumer preferences Psychographic attitudecharacter traits. Flavors/ food type- Example -Salty or sweet. Occasion or place of use- Example – In a flight or during a party Age- Example – Used from toddlers to edentates. Occupation- Example – Doctors to environmentalists Behavioral- consumer decision making patterns. Ex users who felt gross to eat their spoon who became nonusers or regular consumers. TARGET INDUSTRIES Airlines industry - Steel forms have been considered an unviable option owing to the threat of planes being hijacked using these cutleries as weapon. Food Sector- With growth in tourism in India and china, brings a new surge of restaurants      

Quick Service Restaurants Institutional Food Service Cinema Airline & Railway Catering Schools and Offices Hospital Household Use

DISTRIBUTION CHANNEL Manufacturers (Direct Sales) Retailers Supermarket Convenience Stores Specialty Stores

MARKET PROFILE Plastic cutlery takes ages to decompose and pollute the soil Easy Manufacturing. Resembles the tradition of eating with bare hands in countries like India, Bangladesh, Pakistan, Myanmar, Sri Lanka, and Bhutan. Many flavors and colors. Safe for toddlers as it is made of 100% organic ingredients. Eaten like cookies with anything Healthy breakfast MARKET ANALYSIS

  

Market size in 2018- $24,860.0 Expected Market size by 2026 - $56,970.4 CAGR - 11.1% 2019 to 2026

GROWTH FACTORS Increase in risk of generating kidney stones, breast cancer, hormonal imbalance with the use plastic cutlery has enforced manufacturers to introduce innovative alternatives such as cutlery made from rice flour, maize flour, corn flour, and soya flour products. Growing working population in US Canada - who can afford to spend constantly on buying cutlery, is driving the market. Increase in raw materials like rice and wheat. BARRIERS OF THE MARKET The global edible cutlery market might face several hurdles in terms of transportation and handling. High costs associated with edible cutlery may also restrain the growth. TRENDS AND THREATS Recently, there has been rules to reduce carbon emissions, for instance, in March 2019, the European Union announced plans to impose a ban on plastic cutleries by 2021. These initiatives are expected to increase the R & D on eco-friendly cutleries as alternatives to conventional plastic utensils over the next few years. Additionally, the increasing number of government initiatives and efforts for sustainability are also expected to boost the demand for edible cutlery in the coming years. COMPETITOR ANALYSIS Key Players       

Biotrem Edibles by Jack UniCrave Technologies Mede Cutlery Company Candy Cutlery Unreasonable Group Bakey’s

Marushige Sieka KK, Japaneese company that introduced edible tableware which have been selling online since 2007. Foodie spoon is founded by Kim ans Scott Holsen, a specialist in consumer product development, sales and marketing. Edible spoon maker a machine that can be used to produce edible spoons created by Anatoily Omelchenko, a Brooklyn based designer. Though there is major competition technologically, however there are not many players at low price for the same in Canada. Brands like Bakey’s plan to sell at an average price of 100 spoons for 8 dollars which is little higher than plastic cutlery. Establishment of alliances with the distributors in developing economies including China and India, which have high concentration of middle-income groups, is expected to remain a prominent strategy in order to increase their sales volumes over the next few years. Regional Spread        

North America U.S. Europe UK Germany Asia Pacific China India Central and South America Brazil South Africa

MARKETING MIX PRODUCT DESCRIPTION - HEALTH, HYGEINE, DELICIOUS AND BIO-DEGRADABLE!      

Simple pure blend of flour, salt, wheat, millet, and water. It can be used for eating rice, gravies, soups, ice-cream, milkshakes, fruit juice, sweets and cake. For intensive quality control production, we use only natural ingredients and it is 100% Bio-degradable. The product doesn’t melt or fall in hot or cold food items and will last till end of your meal. Product can be consumed within 8 months of manufacturing. Healthy alternative to plastic cutlery – Product is healthy and Nutrition considering health benefits with added natural spices. Avoid contact with liquids longer than 45 minutes. Handle maximum temperature of 40°C Degree.



Don’t Wash it.

INGREDIENTS Rice, Wheat, Sorghum, Water, Millet, 100% natural flavors, Olive oil, Waste vegetable mix, Pure brown sugar and Honey. STANDARDS AND CERTIFICATES The products are manufactured in accordance with good manufacturing practice and industrial hygienic standards with following certifications from Canada Government.

AND

The Canadian Eco Logo

Canada Organic Logo

STORAGE CONDITIONS   

Store in dry and covered rooms. Keep away from Wet place and direct sunlight. Recommended storage temperature up to 28°C degrees.

NUTRITION FACTS Category

Per Spoon

Energy

32.25 Kcal

Total Fat

0.07g

Total Carbohydrate

7.90g

Sugar

0.08g

Protein

1.09g

SIZE OF PRODUCT Each product sizes are 18 CM, 20 CM to 22 CM.

FLAVOURS Coffee Flavour, Maple Flavour, Hot and Spicy, Vanilla, Chocolate, Cumin, Mint, Black pepper, Blue Raspberry, simply salty. COLOR Vegetable pulp used for color – Chocolate, Brown, Blue, Light color. ALLERGY FRIENDLY Fully vegan, Preservative free, Dairy Free, No high fruticose and corn syrup and NonGMO product. ADDITIONAL NOTES 100% biodegradable. 100% fresh, natural, organic and Eco – friendly. No added preservatives, sugar, concentrates and artificial flavors. POSITIONING MAP

USP – UNIQUE SELLING PREPOSITION OF PRODUCT WHY US? Characterise/ Types

STEEL

PLASTIC

WOODEN

EATABLE

Eatable Hygienic Taste Eco-friendly Cost Natural Flavour Healthy Biodegradable Sticky

× × × × HIGH × × × × 

× × × × LOW × × × × 

× × ×  AVERAGE ×  ×  ×

    AVERAGE     ×

UNIQUE SELLING POINTS      

Cost Effective. Food taste is not alerted by spoons as ingredients are blend in a proper proportion. Consume product with 8 months from manufacturing. Taste Delicious. Healthy and Nutrition’s with organic ingredients and natural flavors. No added preservative, sugar, artificial flavor. 100% bio-degradable with 30 days. 100% organic, eco-friendly and natural fresh. Best substitute to plastic disposable cutlery.

Reasons Customer price expectation for this product?

Price CAD $ 10.00 to 15 for 10 pieces

What customers are paying for it now?

CAD $ 11.99 to $ 19.99 for 10 pieces

What is price celling for our product?

CAD $ 15.99 for 10 pieces

What is our product cost?

CAD $10.00 for 10 pieces

BANDING AND LOGO

PRICING Our company production process and model help us to choose value-based pricing method for our customers. Our product is offering economical, social and environmental values at an affordable price. We are adding value to our environment and customer with our fair pricing method to spread awareness and practice of using edible cutlery instead of plastic cutlery. This will help our customer to believe that the product they are buying is worth. Raw Material Pricing Materials Cumin, Mint, Ginger and vegetable pulp Rice, Wheat, Sorghum, Water and Millet Natural flavours and spices Labor Cost Electricity Indirect Cost Total

Production costs $0.05 $0.18 $0.04 $0.10 $0.03 $0.25 $0.65

Packaging Cost

Bioplastic Packaging Mailing box Promo card Shipping and Distribution cost Total

Packaging costs $0.05 $0.08 $0.09 $0.35

Pricing Adjustment Our company will focus on its sales maximisation plan and we will offer a 10 per cent discount allocation for each candle sold in the first 2 weeks of product launch. This will introduce the product to the public and will also encourage sales. After launching the product focused on the selling of candles, some sales will be arranged to attract more candles. Such profits should be between 15 per cent -25 per cent to ensure that the fixed cost margin is retained, and the company receives some market value. We will use discount and allowance pricing at its early stage and promotional pricing at regular intervals as these two methods are in support of our pricing system which ensures a certain fixed value for a pack of edible cutlery. Product Margin Manufacturer’s cost Markup % Markup $ Selling price to wholesaler Wholesaler Cost Markup % (based on selling price to retailer) Markup $: Selling price to retailer: Retailer’s cost: Markup % (based on retailer selling price) Markup $ Retailer Selling price

Distribution

1 50% 0.5 1.5 1.5 20% 0.3 1.8 1.8 25% 0.45 2.25

We will use selective distribution strategy where the product would be distributed from the company itself to the retailers like JYSK, Winners, Michaels, 7-evelven, save-on-foods, Independent selective stores Canada wide. The product would also be sold using online platform i.e. through the website of Crispy Cutlery (www.crispycutlery.ca). It would be delivered directly to customer’s residence if they place the order using our website. The information about where the product is available would also be mentioned on the website of the company. The reason for using the selective distribution approach is that our company is creative, unique and brand new.

Potential Channel Conflicts Our agreements are built and executed based on consensus and it reduce any conflict of interest between our clients and customer. In case, any conflict arise will be resolved with modern consensus model as we focus to build long term relations. The product will be available at selective stores. We will target at least one outlet of our available partners at a location. Our Retail Partners

Store Outlet

Small Town /Rural Town

1 Outlet

Medium populated cities

1 Outlet

Metro large populated cities

2 outlets to 6 outlets

The product would be displayed in kitchen utensils or cutlery bay in store. It would also be displayed at the entrance with hoarding stating our product unique selling points and brand. Product will be displayed at cashier counter and for our in-store promotional activities (free sample). This will help to capture extended market in Canada. The product will be available on our website with detailed product description from ingredients, certification and process. PROMOTION Objective Our company approach for promotion is to market our product every time and anything about product everywhere. Our first step is to create awareness and practice among people to recognize the importance of plastic alternative eco-friendly cutlery and we will be using

social media platform to attract customers (Instagram, Facebook, LinkedIn, Influential Bloggers, Snapchat and network of friends and family). We would measure the effectiveness by using our creative social media hashtag #Yummycrispycutlery,#Ediblecrispycutlery,#Organiccrispycutlery,#Ecofriendlycrispycutlery. The online strategy is achievable because of our product ecofriendly and organic qualities. It is realistic has online method will help our product to get initial required attention. Our objective must be complete in eight months.

Fast customer behaviour change towards organic and biodegradable cutlery will revolutionised edible cutlery market. As per rising trend towards sustainable product, we are expecting to capture 7% market share in Canada. It is possible as our unique selling proposition that it is environment friendly, organic and affordable. Our attitude Objective will be creating a positive image in the minds of our customers through our participation for donating 1% of the product revenue to local environmental groups in British Columbia. The objective should be achieved in 12 months of product development and process. Key Message of Communication Crispy Cutlery will focus on facts that our product is eco-friendly due to its natural ingredients and packaging and it is 100% biodegradable. Our customer will have feel that this product is worth buying. Promotional Mix Example Our product demonstration and purchase will be given using social media flatforms and through our Crispy Cutlery website (www.crispycutlery.ca) We will focus on our unique selling points and great customer service to fulfill our customer needs. We will also do In-store demonstration at local convenient and retail stores as personal communication and direct feedback will help to plan our strategies. Also participating in maximum tradeshow and business events to find new customers and spread awareness about our brand and products. Financial Evaluation

Foreign Entry Potential The prices can vary depending on the region's geography and the demographic factors. While we might face some challenges related to people's culture, language, and perception; we believe that by understanding and developing a marketing combination that will resonate with the needs of the Indian community we will resolve the challenges. IMPLEMENTATION SCHEDULE The schedule below plots the Crispy Cutlery product development and process execution timeline. We believe by combining our marketing strategy, goals and execution schedule the company will be able to meet its objectives. Action

Responsibility and

Idea Generation Product Department and Idea Screening Concept of Research ad Development Development and Department Testing

Marketing Department Marketing Strategy and Development Business Analysis Business Analysts

Product Development

Product Development Department

Time Period 1st–15th December 2021 16th December 2021 to 31st January 2022 1st February 2022 to 15th March 2022 16th March 2022 to 16th April 2022 1st May 2022 to 1st January

Months 0.5 Months 2 Months

1.5 Months 1 Months

9 Months

Commercializatio n

Promotion Department

2023 1st February 2 Months 2023 to 31st March 2023

References https://www.bdc.ca/en/pages/home.aspx https://trends.google.com/trends/explore?date=all&geo=CA&q=edible%20cutlery,%2Fm%2F023pjk https://www.ijeat.org/wp-content/uploads/papers/v9i1s4/A10311291S419.pdf https://www.oriqaedible.com/Distributor-Business-Proposal.pdf https://www.bcfpa.ca/sites/default/files/page/file_attachment/how_to_introduce_a_new_product_into _the_market.pdf http://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/12283/16182014_BIGD.pdf? sequence=1&isAllowed=y...