ACKNOWLEDGEMENT

Assalamu'alaikum W.B.T

Alhamdulillah, praise thanks to Allah S.W.T. with His blesses, we successfully

completed this task on time. To complete this task, we sacrifice a long time to collect all
the data needed. This acknowledgement is dedicated to the following wonderful
individuals who gave us invaluable assistance, guidance, and contributions for the
completion of this dissertation directly and indirectly.

In addition, thank you to our lecturer, (INSERT LECTURER’S NAME) for her
cooperation and endless patience. Along with that, thanks a lot to our friends, especially
this assignment group for sharing the ideas and give guidance to complete this report.
Thanks for many kinds of helps and cooperation given from all the parties that has been
involved. Their contributions and personal sacrifices are truly appreciated and will be
well remembered.

Last but not least, we would like to perceive this opportunity as a big milestone in our
career development. Hopefully, this will strive to gained more skills and knowledge in
the best possible way, and will continue to work on our improvement, in order to attain
desired career objectives. Hope to continue cooperation with all of the member in the
future.

Thank you, Wassalam

i
 TABLE OF CONTENTS

ACKNOWLEDGEMENT...............................................................................................................................i
TABLE OF CONTENTS................................................................................................................................ii
EXECUTIVE SUMMARY..............................................................................................................................1
1.1 INTRODUCTION..............................................................................................................................2
1.2 PROBLEM STATEMENT.........................................................................................................3
1.2.1 Lack small size 3
1.2.2 Compact usage........................................................................................................3
1.2.3 Potential risk of virus and malware.........................................................................3
1.3 METHODOLOGY...................................................................................................................4
1.3.1 Data Collection Method...........................................................................................4
1.3.2 Research and Development Process........................................................................5
1.3.3 Limitation 5
2.1 NEW PRODUCT DEVELOPMENT.....................................................................................................6
2.2 DEFINITION...........................................................................................................................6
2.3 CLASSIFICATION OF NPD......................................................................................................6
2.3.1 New Products 7
2.3.2 New Product Lines...................................................................................................7
2.3.3 Additions to existing Product Lines..........................................................................7
2.3.4 Improvements and Revisions to existing Products..................................................7
2.3.5 Repositioning 7
2.3.6 Cost Reductions.......................................................................................................8
2.4 NEW PRODUCT DEVELOPMENT PROCESS............................................................................8
2.4.1 Research & Development (R&D)..............................................................................8
2.4.2 Product Design/Features.......................................................................................10
2.4.3 Concept Testing.....................................................................................................14
2.4.4 Test Marketing.......................................................................................................20
2.4.5 Commercialization.................................................................................................20
4.0 CONCLUSION................................................................................................................................21
REFERENCES...........................................................................................................................................22
APPENDICES............................................................................................................................................23
 EXECUTIVE SUMMARY

The idea of Saudagar Kitchen brand creator, Muhammad Faiz Zakariah, to make ready-to-eat
food businesses, was sparked by the difficulty of getting halal and affordable meals while
travelling overseas (MRE). The owner cum the creator travelled to Europe in 2016 and for the
midday menu had to pay about €10 (RM46.54). KEMBARA, manufactured in Malaysia, is a
premium brand of outdoor and backpacking food. With safe, shelf-stable, self-heating, ready to
eat, anywhere, anywhere meals that do not require preservatives, packed for on the go explorers,
we are a modern outdoor food manufacturer and excited to add new energies to the food industry.

From that, he is trying to get an idea to provide Muslim travelers with affordable and halal
menus. The inspiration came when he saw a group of outdoor activists eating meals from a food
pack using the military definition of MRE. This has been adapted from the retort technology by
which the food goes through the process of sterilization to destroy all bacteria and microbes,
thereby allowing the food to have a long shelf life. He plans to launch relevant products and begin
the R&D process in early 2017 after returning from a vacation in the United States. He
successfully launched his first Adventure Meal Adventure kit, a meat rendang menu, in December
2017, after creating a prototype within five to six months.

First introduced in 2017, KEMBARA was created particularly for outdoor lovers who enjoy
good food and outdoor activities. We have fueled expeditions in every atmosphere and
circumstance, from the bottom of the ocean to the top of Everest. We always strive to produce
high quality and adequate food that can be served anywhere at any time, so that you can enjoy
outdoor activities and also provide your body with the nutrients it needs to get you to the most
incredible destinations.

This new product management includes a series of steps that includes the conceptualization,
design, development and marketing of newly rebranded goods or services. Other than that, our
company has already classified our target market which can give high profit to us. Our target
customers are backpackers, students and business sector who works in the office which. They
can use this product to ensure that the food preparation is easier.

As part of the marketing and business world, the existing and stable competitors cannot
be avoided. This also one of the challenges for the company. However, in order to be
constantly competitive, we decided to innovate the current availability of technology to be
more intelligent and user friendly. The product will be developed by our operation
department which uses latest features and technologies with less maintenance and good
quality. With that, we are sure that KEMBARA will be able to compete with other
1
competitors at the highest level in technology.

2
 1.1 INTRODUCTION

Food is an essential component which forms part of basic necessity in everyone’s daily life. In
Malaysia, we are blessed with abundant types of food that are easily available from restaurants to
stalls by the street and even now at our fingertips with the rise of online food delivery business.

There are many packed food available in the market ranging from various types of rice, snacks,
meals to sandwich, and so on. For those who planned to travel, choosing the best alternatives to
prepare foods is certainly a must. With the advancement in science and technology, the
evolvement have contributed in making people’s live easier. The solution is of course the
production of packed meal.

A packed meal plan is a meal prepared at and carried to be eaten elsewhere, such as school, a
workplace, or on an outing. Typically, the food is wrapped in plastic, aluminium foil, or paper and
can be held in a plastic container, paper bag, or lunchbox.

Packed lunches can also be bought from supermarkets in many nations. It is common to have
lunchboxes made from metal, plastic or vinyl. In a stronger box or bag, lunch boxes offer a
means of taking heavy lunches of its use. This has made it easier for outing or events to be held
longer and locations where it might be remote to food. Hence, it has open up many
opportunities for businesses to venture into this field.
1.2 PROBLEM STATEMENT

The problems of the current packed meal plans are: -

1.2.1 Lack big size

Since packed meal plans are of small size hence they would take up more spaces during
packing. If they produce a bigger meal, it will be more fulfilling and less space needed.

1.2.2 Method of preparation

Most of the packed meal plans needs to be reheated in order to enjoy the food netter and
ensure that they are no bacteria that has formed in the food. Hence it will be needed to near to
a source of a heating system. Therefore, this has been a restriction on most packed meals.

1.2.3 Potential risk of spoilt food

Since the packed meal are packed at home and cooked beforehand, the expiration of the food
will be much faster. This has led to a problem of the food not lasting long and resulting in
wastage.
1.3 METHODOLOGY

1.3.1 Data Collection Method

The method of collecting and measuring information on targeted variables in a defined

systemic manner is data collection. The researchers are able to answer relevant questions
through this method and analyse the findings. The study data will be gathered in two ways,
which are primary and secondary data.

The primary data will be collected via a survey using the quantitative approach. For the
survey selection, a set of questionnaires will be used. A questionnaire is a study tool
consisting of a set of questions for the purpose of collecting respondent data. In a short period
of time and in a reasonably cost-effective manner, vast quantities of information can be
obtained from a large number of individuals. The questionnaires will be distributed randomly to
all individuals in UiTM Shah Alam for this analysis.

Secondary data is the data obtained from research-related literature reviews such as
journals, papers and websites. The search and assessment of the available literature in the
subject area is a literature review. With respect to the subject, it logs the details.

The sampling method used for this study will be simple random sampling. A simple
random sample is one which each person has an equal chance of being included in the
sample. In this research, everyone within the quantity surveying students’ in UiTM Shah Alam
has an equal chance to be picked as samples.

i) Who - This study will be distributed randomly to all people in the UiTM Shah Alam.
The respondents that the researchers aim compromising male and female also who
are using packed meal in their life.
ii) Where - The scope of this study is focusing at UiTM Shah Alam.
iii) When - The questionnaires will be distributed and blast for a week and the progress
will be observed along the week for the respondents to fill in the questionnaires.
iv) How - The method uses to collect data is using a quantitative method. The
quantitative method that the researchers are proposing is by distributing the
questionnaire. The questionnaire consists of 9 questions. All question must fill up by
the respondents
1.3.2 Research and Development Process

IDENTIFY THE PROBLEMS AND ISSUES

EVALUATE IDEAS

DATA COLLECTION

SECONDARY DATA
PRIMARY DATA
References from
Questionnaire
literature reviews

ANALYSIS OF DATA

PRODUCT DESIGN

TESTING AND MARKETING

CONCLUSION AND RECCOMENDATION

Figure 1.1: Research and Development Process

1.3.3 Limitation

There are possible drawbacks to this analysis. The thesis will be carried out within a few
weeks and the researchers must meet the deadline for the report to be submitted. Therefore,
the first limitation is the limitation of researchers' time to analyse a research issue and produce
a product. The second constraint relates to the restriction of prices. In addition, the scope of
this study is restricted only to individuals in the UiTM Shah Alam. There are also few prior
research studies that are important to the thesis.
2.1 NEW PRODUCT DEVELOPMENT

2.2 DEFINITION

Product Development can be defined as the overall process of strategy, organization,

concept generation, product and marketing plan creation and evaluation, and
commercialization of a new product. Innovative new products are the fuel for the most
powerful growth engine you can connect to.

New Product Development (NPD) covers the complete process of bringing a new product
to market. A central aspect of NPD is product design, along with various business
considerations. New product development is described broadly as the transformation of a
market opportunity into a product available for sale (Oxford University Press, 2009).

The product can be tangible something physical which one can touch or intangible like a
service, experience or belief, though sometimes services and other processes are
distinguished from "products." NPD requires an understanding of customer needs and wants,
the competitive environment, and the nature of the market (Kahn and Kenneth B, 2012). Cost,
time and quality are the main variables that drive customer needs.

Aiming at these three variables, companies develop continuous practices and strategies
to better satisfy customer requirements and to increase their own market share by a regular
development of new products. There are many uncertainties and challenges which companies
must face throughout the process. The use of best practices and the elimination of barriers to
communication are the main concerns for the management of the NPD.

2.3 CLASSIFICATION OF NPD

The term new product can mean different things. Six (6) different categories of new
products can be identified that are all quite different from each other. Still, they are all called
new products. Let’s investigate the different categories of new products and what the term
new product may actually mean. The six categories of new products range from new-to-the-
world products sometimes called really new products, as well as a range of minor
repositioning and cost reductions.
2.3.1 New Products

The alternative expression for new-to-the-world products (really new products) already
indicates that this is what most people would define as a new product. These products are
inventions that create a whole new market. Examples: Polaroid camera, the iPod and iPad,
the laser printer and others.

2.3.2 New Product Lines

Products that take a firm into a category new to it. The products are not new to the world,
but are new to the firm. The new product line raises the issue of the imitation product: a “me-
too”. Examples: P&G’s first shampoo or coffee, Hallmark gift items, AT&T’s Universal credit
card and others.

2.3.3 Additions to existing Product Lines

These are simple line extensions, designed to flesh out the product line as offered to the
firm’s current markets. Examples: P&G’s Tide Liquid detergent, Bud Light, Special K line
extensions (drinks, snack bars and cereals).

2.3.4 Improvements and Revisions to existing Products

Current products made better. For examples: P&G’s Ivory Soap and Tide power laundry
detergent have been revised numerous times throughout their history, and there are countless
other examples.

2.3.5 Repositioning

As we already discussed before, you may have an argument about whether repositions
are actually new products. Yet, they can be considered as new products, as the firm
undertakes a new products process. Repositioning are products that are retargeted for a new
use or application. Examples: Arm & Hammer baking soda repositioned as a drain or
refrigerator deodorant aspirin repositioned as a safeguard against heart attacks. Also includes
products retargeted to new users or new target markets. Marlboro cigarettes were
repositioned from a woman’s cigarette to a man’s cigarette years ago.
 2.3.6 Cost Reductions

Finally, cost reductions complete the six categories of new products. Cost reductions refer
to new products that simply replace existing products in the line, providing the customer
similar performance but at a lower cost. May be more of a new product in terms of design or
production than marketing.

Differences between the Categories of New Products is all the categories of new products
are considered new products, but it is clear to see that the risks and uncertainties greatly
differ, and the categories need to be managed differently.

In general, if a product is new to the world or new to the firm (the first two categories of
new products), the risks and uncertainties faced by the firm are higher, as are the associated
costs of development and launch. For instance, it costs Gillette far more to launch its newest
shaving system (the Fusion Flex ball for example) than to do upgrades to the earlier Mach 3
system (such as developing the women’s version, named Venus, which used the same blade
technology). A greater commitment of human and financial resources is clearly often required
to bring the most innovative new products to market successfully.

2.4 NEW PRODUCT DEVELOPMENT PROCESS

2.4.1 Research & Development (R&D)

The R&D process done for the ideation stage through:

i) Idea generation

For backpacker or tourist who is always on the go, they will constantly be on the lookout
for food to fuel the tiring journey. Among problems that are identified is the burden from carrying
their travelling essentials which oftentimes are bulky and heavy. The backpacker will usually pack
sufficient amount of food like canned food which will put some load on their luggage. In particular,
for backpackers that are doing outdoor activities, the additional load coming from cooking utensils
which includes camping stove and fuel, cook pot and lid, etc. must also be taken into
consideration.

There are many packed food available in the market ranging from various types of rice,
snacks, meals to sandwich, and so on. For those who planned to travel, choosing the best
alternatives to prepare foods is certainly a must. With the advancement in science and
technology, the evolvement have contributed in making people’s live easier. The solution is of
course the production of a creative, innovative and technologically advanced product that can
alleviate the problems described above.
 ii) Idea Screening

Most of the people like students, teachers or lectures, office worker or people who
always would having meeting or discussion may probably be packed lunch or food.
Those who loves backpacking also might need it. Thus, it is in a necessary to have a
new improvement and innovation regarding this product.

Advantages:

 Ready to eat (equipped with self-heating element).

 Fully natural resources with no added preservative
 Long-lasting (2 years’ shelf life)
 Affordable price
 Fully e-commerce business

iii) Market Survey

Market research surveys help in development of our company’s products and services,
facilities strategies development, improve profit margin and guide organizational change.
We develop an appropriate set of questions and we analyse the results in a way to allow
us to identify the key differences and preferences of our target market. It helps us in a
sense of information that is gathered during the process. The survey has conducted by
distributing the questionnaires by hand and google form. It distributed among the
lecturers and students in UiTM Shah Alam. The total of 96 respondents was answered
the questionnaires
 2.4.2 Product Design/Features

i) Product Design

KEMBARA hinges upon fully Halal food ingredients, food that is ready for consumption,
self-heating meal (equipped with self-heating element) which uses Kembara heating material
known as the Non-Firearms Heating technology, long shelf-life of 2 years, purely using natural
resources with no preservatives. Consumer can enjoy hot and tasty dishes such as home-cooked
food anywhere and anytime during their adventure. Their first menu is BEEF RENDANG WITH
PILAF RICE, which is soft meat cooked in a fragrant, spicy mixture of appetizers, with Nasi Pilaf.
The pack of Kembara meal contains 180g Nasi Pilaf, 130g Rendang Meat, 1x heating element, 1x
heavy duty spoon and total net weight of 370g.

FIGURE 2.0 : BEEF RENDANG WITH PILAF RICE

 ii) Features

With self-heating technology for travel food items which can be taken anywhere, Kembara
Meal has been innovated. Unlike traditional cooking that involves the stove to cook, this food pack
requires only common types of liquid to heat the rice and side dish to prepare a tasty meal with a
set time of around 8-10 minutes. This item is also suitable for those who often travel out of the
country but still wants a piece of Malaysia with them.

Figure 2.2: Uniqueness of Kembara Meal

iii) Specification and material

Figure 4.1: KEMBARA MEAL PLAN

 Table 4.3: Specification of the KEMBARA MEAL PLAN

Specification

Available in 1 PACK, 6 PACK AND 10

PACK

FOOD WARMER TECHNOLOGY

180g

8-10 minutes

Weight : 11.3 gm

MANY DISHES

PORTABLE

Table 2.2: Comparison specification between KEMBARA MEAL PLAN and BRAHIM’S
(competitor)

KEMBARA MEAL PLAN COMPARISON BRAHIM’S

Equipped with self heating SELF HEATING Do not have this kind of
technology feature. features.

130g SIZE 180g

RM18.90 – RM24.90 PRICE RM3.50 – RM11.90

(RANGING)

Yes HALAL Yes

Portable and do no need extra PORTABALITY Portable but no self healting

accessories to heat (self
heating technology)
 iv) The technology

Figure 2.3: Safe Heating Element

Kembara’s packaging is specifically designed with a combination of layers of different materials

and sealant to allow for an efficient heating process. Equipped with a heating material known as
the Non-Firearms Heating technology (FRH) which comprises of magnesium, iron and sodium,
the FRH technology was also used by European militaries in food preparation especially for
security personnel on duty at the border. With this technology, consumers only need to fill about
200 milliliters of water into plastic containers that will activate the FRH material before it acts by
automatically heating the packed dish. FRH will reach temperatures of up to 100 degrees Celsius
in just 30 seconds and the heat will last up to six to seven minutes to heat the food pack before
serving. The packed meal is convenient as consumers may use any types of liquid such as plain
water, river water, sea water, rainwater, tap water, or even carbonated drinks etc.
2.4.3 Concept Testing

Concept testing is the initial test for most of the new product designed. It involves the
process of using quantitative qualitative methods to evaluate consumer response to a product
idea prior to the introduction of product in the market. It involves a preliminary description of
the product or service idea to prospective customers to gauge customer interest and purchase
intent. If strong acceptance is found, the next step will be the preparation of the prototype. The
main purposes of concept testing are:

 To choose the most promising alternative from a set of alternatives

 To get an initial notion of the commercial prospects of a concept
 To find out who is most interested in the concept
 To indicate what direction further development work should take

The ideas that passed the idea screening stage are turned into concept for testing
purpose. Concept testing is done to figure out the consumers’ reactions towards our new
product of packed meal. If most of the consumers like and agreed with this product, then they
are given full information and usefulness about the packed meal. Next, the consumers are
asked what they feel and their opinion about our new product.

For the concept testing is more likely to the consumers’ demand and need in their
purchasing satisfaction. The concepts of the packed meal are brought to the target market
from the students and lecturers especially as the main target market. Information is given to
help customer in visualizing the invention of our new product.
i) Customer Response

a) Gender:

PERCENTAGE (%)
MALEFEMALE

32%

68%

Figure 2.4: Respondent’s gender

The figure 2.4 shows that 89 percent of the respondents are from female and 11
percent of the respondents are from male. This show that the population of
respondent area more to female rather than male.

b) Position:

POSITION OF RESPONDENTS
STUDENTSLECTURERS

9%

91%

Figure 2.5: Respondent’s position

Figure 2.5, shows that 91 percent of the respondents are from the students and 9
percent of the respondents are come from the lecturers. From this figure, can
conclude that this area is target in education area.
c) Do you have a packed meal?

AVAILABILITY OF PACKED MEAL PLAN?

YESNO
3%

97%

Figure 2.6: Respondent’s availability of the packed meal

Figure 2.6 above shows that most of the respondents have packed meal. It
consists of the 97 percent from the total number of the respondents.

d) How often do you use a packed meal?

FREQUENCY OF USING PACKED MEAL

13% ALWAYS OFTEN

21%
SOMETIMES
RARELEY
22% NEVER
44%

Figure 2.7: Respondent’s frequency of using packed meal

Figure 2.7, shows the frequency of the respondents using packed meal which
consist of 21 percent of the respondents always used the packed meal. The result
followed by 22 percent of the respondents often used the packed meal and 44
percent of the students sometimes used the packed meal. However, there are 13
percent of the respondents rarely used the packed meal.
e) Do you always have problem with preparation of meal plan?

PROBLEM WITH PREPARATION

11%
26% ALWAYS OFTEN
SOMETIMES
32% RARELEY
NEVER
31%

Figure 2.8: Respondent’s problem in preparation of the packed meal plan.

Figure 2.8 above shows that 26 percent of the respondents always having a
problem with preparation of packed meal and 31 percent of them often having this
problem. There are 32 percent of the respondents sometimes facing this problem
and the rest are 11 percent of them rarely having the problem in the preparation of
the packed meal.

f) Do you always have the problem to store the packed meal?

PROBLEM IN STORING THE PACKED MEAL

13%
33%
ALWAYS OFTEN
26%
SOMETIMES
RARELEY
28% NEVER

Figure 2.9: Respondent’s problem storing on the packed meal

Figure 2.9, shows the respondents problem in storing the packed meal. It consists
of 33 percent of them always having this problem and 28 percent of them often
facing this problem. Other than that, 26 percent of the respondents sometimes
having this problem. Somehow, there are 13 percent of the respondent rarely
having this problem.

g) How often your packed meal go spoil?

PROBLEM WITH PACKED MEAL

GOING SPOIL

8%
15%
ALWAYS OFTEN
18% SOMETIMES
RARELEY
26% NEVER

33%

Figure 2.10: Respondent’s problem in food going spoilt.

Figure 2.10, shows the respondent’s problem in food going spolit. It consists of 15
percent of the respondents always have the problem. The result followed by 26
percent of them often facing the problems and 33 percent of the sometimes facing
the problems. However, 18 percent of them rarely facing the problem and 8
percent never facing the problem.
h) If we produce a product to solve problems ,will you buy it?

Figure 2.11: Respondent’s opinion to buy the product

THE RESPONDENT OPINION TO BUY

THE PRODUCT
YESNO

7%

93%

The figure 2.11 shows that most of the respondents which consists of 93 percent
agree want to buy the product if it is produce into the market. However, 7 percent
of them disagree to buy the product.

i) How much the price does you suggest for that kind of product?

PRICE SUGGESTED

35% Below than RM20

RM20-RM50 RM50-
65% RM100
More than RM150

Figure 2.12: The respondent’s suggestion on the price of the product

The figure 2.12 above shows the respondents suggestion on the price of the
product. The result shows that 65 percent of the respondents choose the price of
below than RM20 and 35 percent of them suggest the price of RM20 – RM50 for
the product.
2.4.4 Test Marketing

Test marketing means to introduce the new product on a very small scale in a very small
market. If the new product is successful during the testing market, then it will further on a large
scale. However, if the product fails in the test market, then the company finds out the reasons
for its failure. It makes necessary changes in the new product and introduces it again in a
small market. However, if the new product fails again, then the company will reject it. Test
marketing reduces the risk of large-scale marketing. It is a safety device. It is very time-
consuming. It also must be done especially for costly products.

2.4.5 Commercialization

If the test marketing is successful, then the company will introduce the new product on a
large scale, say all over the country. The company will make a large investment in the new
product. It will also produce and distribute the new product on a huge scale. The new product
also will then be advertising on the mass media like TV, Radio, Newspapers and Magazines
and others.
4.0 CONCLUSION

In developing this new product, the issues and problems occurred have been identified.
The research and development process has successfully been followed. The results obtained
from the respondents clearly showed that this product will be very feasible and viable to be
made to meet the buyers’ need. Other than that, product design and features of Kembara
Meal Plan clearly explained in this report.

In the nutshell, this new development product is improving towards new era of
technology life. Based on the data explained, generally every product has its claim points of
interest and impediments, at that point this product is not out of questions. Therefore, by
promoting the model, the new product development with new features and functionality to
meet current shortcomings. Overall, this new development product will promise an advanced
security system and ensure the efficient browsing method which will eliminate the problems
occurred from the existing device.
REFERENCES

Kahn, Kenneth B. (2012). The PDMA handbook of new product development (3 edition).
Hoboken, New Jersey: John Wiley & Sons Inc. ISBN 978-0-470-64820-9.

A dictionary of business and management (5th ed.). Oxford [England]: Oxford University Press.

2009. ISBN 9780199234899. OCLC 277068142.

APPENDICES