CHEESE-SHAKE

DRIED PUMPKIN

Submitted to: Dr. Le Ngoc Lieu

 MEMBERS

Nguyen Phuc Nguyen – BTFTIU16046

Dang Hoang Nhat – BTFTIU16091

Tran Minh Quan – BTFTIU16080

Tran Nhat Nam – BTFTIU16041

Le Nam Huan – BTFTIU15021

 OUTLINE

1. Reason for development

2. Product design specification

3. HACCP Plan

4. Porter’s 5 Forces and S.W.O.T

5. Marketing design specification

REASON FOR
DEVELOPMENT
 Other 1

Market Survey Grocery store 46

Auto selling machine 4

Supermarket 48

Convenience store 70
FREQUENCY
0 10 20 30 40 50 60 70
More than 3 times
Less than per week MARKETING CHANNEL
once a week 11%
49%
70
60
50
40
66
30 57
20 34
10 13
0
1 - 3 times per Socical TV, Leaflets Friends and
week… Network Newspaper Family
 Market Survey

BRAND
FLAVOR

Other 10
60
50 57
Oishi
40
30 58 58 Slide 40
45
20 27
25 Pringle
10
5 41
0 Lay's
BBQ Seafood Seaweed Cheese Other
0 10 20 30 40 50 60
 FACTORS PREFERENCE
90
Not interested
80 Very
15%
70 interested
42%
60
50
40 84
30
20 45
27 29 23
10
1
0 Neutral
Flavor Price Package Brand Nutrition Other 43%

PRICE PREFERENCE
30,000 - 40,000 VNĐ Not interested
40,000 VNĐ 2% 12%
30,000 VNĐ Very
25% 73% interested
55%

Neutral
33%
5Bro Co.
Premium Quality

Brand name: 5Bro

Product name: Pumpcheese
PRODUCT DESIGN
SPECIFICATION
 “A natural, low calories, nutritious cheese-shake dried
pumpkin containing high percentage of real pumpkins with no
synthetic colors or flavors, to be used as snacks or party foods. It
has the same size as round-slice potato chips, packed in a 100g
paper container with the inner layer of alumminum, and the price
is 30,000 VND. This generally available at room temperature
product is bought by students, workers and officers”.
PRODUCT QUALITIES

 100% percentage of real pumpkins

 100% percentage of real cheeses

 No synthetic color

 No synthetic flavor
PRODUCT QUALITIES

Calories 153 kcal

Total Fat 20%
Sodium 0%
Total Carbohydrate 2%
Protein 24.86%
Moisture Content 23.33% (per 0.5g pieces)
Vitamin A 2%
Vitamin C 1%
Calcium 1%
Iron 24%
Dietary Fiber 4%
Ingredients

Component Weight (%)

Fresh Pumpkin 80
Fromagio Parmesan cheese 15
Sugar 2
Salt 3
 Fresh Whole
P pumpkin cheese

R Wash with cold water

Washing Grate into powder
O and salt to cleanse

C Peel by using sharp

Peeling Drying
Drying with oven at
knife 50oC for 24 hours
E
S Cut into thin slices Sugar and salt are also Cooling
Put in the refrigerator at -4oC .
The tougher and colder the cheese is,
1 - 2 mm thick mix with product
S Drying with oven at
the finer the cheese blend is

I 140oC for 5 min, then

lower to 100oC for 20
mins, and turn other Drying Mixing Gringding

N side, keep drying until

20 min

G Packing
Final
product
PRODUCT QUALITIES: SENSORY STANDARD

Parameter Requirement

Dried pumpkins: Dark yellow color

Color
Cheese powder: Light orange color

Harmony taste: combination of fatty sweetness

Flavor taste of dried pumpkins and salty and greasy taste
of cheese powder

Texture Thin-slice shape, medium firmness

 SENSORY TEST
All attributes is higher than average score (> 4.5) and overall score is acceptable (7)
 Product has potential

Sensory Attribute Mean score

Color 7
Aroma 7.5
Taste 8
Texture 7
Overall 7
STORAGE

• Store in dry area, at room temperature, and avoid direct sunlight.

• Expire after 3 months since manufacturing date.

• Limit the proximity with chemicals and strong-odor products.

TRANSPORT
• The product is mainly transported for domestic use, therefore, by
road.

• Humidity and temperature during transporting is not necessarily

controlled.

• Violently shaking during transportation should be avoided due to

the impact on the wholeness of packs.
HACCP PLAN

Potential Food safety
Process step
hazard (B, C, P)
Is the potential Method to
food safety hazard prevent/reduce the Is this step a CCP?
significant? hazard in this step

C – Fungicides, Pesticides, B - Qualified product supply

Chemicals used to control (GAP), Proper stored
vegetation conditions, personal hygiene
Pumpkin and cheese
P - Foreign materials from Yes (GMP, GHP). No
receiving
the soil, harvesting C - Choose the reputative
B - Presence of suppliers.
microorganism

Maintain at suitable
Storage B – growth of pathogens Yes o Yes
temperature (18-20 )

P – bad/dirty equipment. P – make sure equipment is

C – chemicals clean.
Washing contaminant in water. Yes B – testing for quality of No
B – cross contaminant, water
microorganisms in water. C – use chlorine water.
 Process step Potential Food safety Is the potential Method to prevent/reduce Is this step a CCP?
hazard (B, C, P) food safety the hazard in this step
hazard
significant?
C- Residues of cleaning agents GMP-GHP Assurance of hygienic
in the equipment conditions. Equipment cleaning
Peeling Yes No
P - Foreign materials (from and disinfection. Maintenance of
metallic surfaces) equipment.
GMP-GHP Assurance of hygienic
P - Foreign materials conditions Protection the product
Pumpkin & cheese
B - Microorganisms from Yes from the environment Yes
drying
equipment, environment Equipment cleaning and
disinfection
P - Foreign materials GMP-GHP Assurance of hygienic
B - Microorganisms from conditions. Equipment cleaning
Cheese grinding yes No
equipment, environment and disinfection. Maintenance of
equipment.
P – metal pieces, dust,… Proper cleaning method will be
Mixing Yes No
B – cross contaminant. applied (GMP)
Packaging P – Dust, metal Yes SSOP and GMP No
B – presence of
Storage No Maintain at ideal condition No
microorganism
 PORTER’S 5 FORCES
S.W.O.T
PORTER'S FIVE FORCES
• Rivalry among competitors - MEDIUM
Pumpcheese has to face with lots of existing snack products from domestic to foreign companies
such as Lays, Oishi, Slide, etc.
However, Pumpcheese with high percentage of real pumpkin instead of potato combine with
cheese powder is an advantage.

BRAND

Other 10

Oishi 57

Slide 40

Pringle 27

Lay's 41

0 10 20 30 40 50 60
Bargaining Power of Suppliers - MEDIUM
Basic ingredienents - Most of ingredients can
be commonly found in domestic market.
Threat of New Entrants - HIGH
Vietnam is the area that attract foreign
companies to join the market.
The government policy will aslo be easier for
companies to grow new product .
The cost for capital requirement here is lower
than other countries.
Bargaining Power of Customers - HIGH
Diversity of snack products varies, snack
from pumpkin is also stranger for customer
than potato.
Threat of Substitutes - LOW to MEDIUM
There are lots of types of snack in the market
market. However, they are mainly made
from potatoes or flour, and pumpkin is a
relatively new nutritious ingredient for
making snacks.
 STRENGTH WEAKNESS
1. Completely new brand  unpopular and
1. New type of snack  more chance to be low recognition from customers.
successful.
2. High price  uncompetitive.
2. Nutritious and natural ingredient.
3. Strong competitors.
3. Ensure quality.
4. Stranger flavor to customer than potato.

OPPORTUNITIES THREATS

1. Increasing in income.
1. More potential competitors from other
2. High demand on high – quality potato snack
nutritional food.
2. Requirement high standard for food
3. The new material (pumpkin). safety.
MARKETING DESIGN SPECIFICATION
MARKETING MIX
 MARKETING MIX
Promotion Place
• Advertisment in the internet via social
networking sites: Facebook, YouTube,
• Supermarket: Need to display in the
Twitter or leaflets.
front shelf, or easy to see
• Testing sample in supermarket, grocery
store or convenience store. • Grocery, convenience store.
• Sweepstake with attractive prizes. • E-commerce: Shopee, Lazada,
• Gift for consumers who buy a products Tiki,…
such as childrend's toys inside the • Distributing to all the provinces in
snack. Vietnam
 MARKETING MIX
Product
Price

• New ingredients, snacks made from

pumpkin combined with delicious
cheese powder.
• The product is dried instead of fried as
many other snacks on the market.
 Many nutrients from pumpkin, safe
and more healthier for customers.
• The price of the product is about
29,500 VND for a bag of 100g,
relatively affordable price for a
nutritious instant snack product that
guaranteed to suit everyone, anyone
can buy it.
 COST
Fixed cost (VNĐ) Variable cost (VNĐ)

General Labor 6,000,000 Fresh pumpkin 12,000

Fromagio Parmesan
Rent 8,000,000 7,000
cheese
Insurance 2,000,000 Sugar 500

Advertising 5,000,000 Salt 500

Utilities 2,000,000

Total 23,000,000 Total 20,000

 COST
• Fixed expenses per month may be 25,000,000 VNĐ.

• The minimum price of a snack to cover variable costs is 20,000 VNĐ.

• Cost of a snack with 100 g will be sold with 30,000 VNĐ.

 2500 snack products need to be sold to cover the fixed expenses.

THANK YOU VERY MUCH
FOR YOUR ATTENTION