Introduction

Most of the schools are trying hard to upgrade their lunch programs and offer the best
food they can. But not every school cafeteria provides appealing, healthy lunch choices. Even
if school provides healthy options, it can be too easy to give in to temptation and pick a less
healthy choice when student are feeling really hungry. Some of the students are concerned
that their canteen doesn't offer enough healthy choices, hence they willing to get involved in
trying to make changes. Below are the reasons why we selling school pack food to the
students:
1. Control. A healthy packed lunch lets the students avoid the lunch line. Buying our food
also lets them control exactly what goes into the food you eat.
2. Variety. A packed lunch a couple of times a week means the students can enjoy some
favorites that you might not find at every school.
3. Energy. If students have a big game or activity after school, our school pack lunch that
combine lean proteins with carbohydrates to give them lasting energy and keep them going
through the late afternoon.

Our Mission:
Suggested processes for policy development and implementation involving input from
members of the school community as appropriate
Ways to establish an environment that supports healthy eating
Approaches that help students learn skills and give them opportunities to practice healthy
eating.
Strategies to encourage consistent messages about food and healthy eating, for example,
when using food for fund-raising or making choices about sponsored products

 Ideas for encouraging and supporting healthy eating as well as some teaching and learning
approaches.

MARKET SEGMENTATION
The segmentation are taken based on our product (GO KIDDO) related which makes the
difference in terms of identifying our target markets.
(1) Geographic segmentation
Urban Area
An urban area characterized by higher population density and vast human features in
comparison to areas surrounding it. Urban areas are cities, towns or conurbations
People who are living in urban areas mostly having a busy lifestyle at the same time
they care about what they eat. People around that area are always seeking for food,
which is simple and rich with nutrients. Example of urban area is Selangor area like
Shah Alam, Petaling Jaya, and Subang Jaya. Nowadays, most secondary school is in
urban areas. So, the population of students who are studying in urban area is high.
Nowadays both parents who are working for a whole day do not have enough time to
make breakfast to their children. So, the students can buy our product and eat as their
breakfast.
(2) Demographic segmentation
a. Age: 13-19 years old (Teenagers)
These age groups are the secondary school students. The reason why we targeting
school students are because, school student needs an energy to starting their days and
they need some food which is enrich with nutrition such as vitamin A, vitamin C,
iron and calcium. Sandwich also known as dietary food and is a favorites food among
the school students.
(3) Behavioral Segmentation
a. Occasions
In this segmentation, the variables that had been chosen are regular occasion, benefits,
and user status. In regular occasion, we will sell our products in the morning before
the school time start. We also choose regular occasion because school student
basically going to school regularly.

b. User status
First time user
The user status here means where the consumers try out the new product such as ours
in the market to experience the differences.

Potential user
This means that the target market has high chance to be the product purchaser.

TARGET MARKET
After the segmentation process has been done, here is the actual target market for our
product (GO KIDDO) brand.
Our target market is secondary school students who are living in urban area that are aged
between 13 to 19 years old. Because of parents are going to work, they cannot prefer the

breakfast to their children so, parents give money to their children to buy breakfast in school
canteen or in other place. Usually parents will give RM3 or RM5 to their children. Students
will spend around RM2 to buy breakfast. Breakfast is very important to students, to gaining
energy so, most of the students will buy our product as their breakfast. Furthermore, the
students also will be the first time and potential users to buying our product.

Competitors
Direct competitors:
School canteen is our competitors because they are the one who is also targeting and selling
food for the school students. More than that, they are selling their product inside of the school
canteen itself which will definitely be our strong competitor because students will usually
buy food in the canteen due to no other choices of place to buy their food during recess hour.
Our other direct competitors are the fast food restaurant which as delivery services us as Mc
Donalds and people who delivers home cook food. Home cooked food such as white rice and
curry that will be prepared in the producers house and delivered to customers office. These
food industry also as the same service as we do but they have delivery their food the moment
the sales took place and in our case our food will be delivered the next day.
Indirect competitors:
For the indirect competitors is the stall outside the school such as small stall that selling junk
food, and ice-cream and which their target market is school students as well because students
nowadays likes to eat junk food.
More than that, our other competitor would be the home made food because if students bring
their own prepared food for their meal during the recess, they will most probably not spend
money to buy food during their recess.

Shaping the offerings

Level of Product

Core
The core product is to fulfill hunger of students.
Actual
Brand name and logo: Go Kiddo kids on the go. The brand name and the logo picture
itself will encourage kids to go further with our food to relieve their hunger. Our product
provides an active kid plays a sport or has a scheduled event that will require a high level of
physical activity. This allows their body enough time to convert the food to energy..
Quality: The quality of our product is made of 100% fresh ingredients and satisfied.
Packaging: For the packaging of the product, we use food wrapper and paper bag which is
biodegradable and is easy to dispose. We also provide small packaging of mayonnaise and
chili sauce for those who prefer to eat the sandwich with it. Besides that, the size of all the
packaging is lightweight and easy for the student to carry. This brings convenient for the
student. Moreover, the paper bag itself is enabling for the sandwich to stay fresh till the time
the students eat the sandwich.
Paper bag size: width: 2.5 inch x length: 5 inch x height: 8.5 inch
Food wrapper size: 12 inch length x 12 inch height
Sandwich size: 5.5 inch length x 2 inch width
Features: The feature of the product is it has attractive design on the sandwich wrap itself
which will attract customer to buy.

Labeling: Our is brand will be on the packing of the sandwich with the details of the
nutrients in the product

Augmented
Benefit for the school students.
The benefit for our product for the school students is:

The nutritions in our product will help the students to maintain healthy and balanced
diet .This is because the meal is enriched with protein, vitamin, calcium, carbohydrate

and fiber
When students have eaten the sandwich, this will provide them energy and they will

feel active and fully mentally alert throughout the day.

They can save their time by not having to queue to buy their food in the canteen.
They can save money because the pricing of the product is cheap and affordable.

Guarantee
If there is any complain regarding our product from the customer and approved evidence
have been shown to us, we are flexible to accept any complain and will give the customer
refund by giving two of our sandwich for free. The reason why we give two sandwiches to
customer is because to cover the cost of making the sandwich which is RM1.00 and basically,
it is win-win situation where the customer gets one extra sandwich and we are able to cover
the cost of the sandwich without to give the refund. Unless, the customer is insist and
requesting to get back their money we will given the refund money back to the customer.

Customer Service

Customer can always feel free to contact us regarding our product that they purchase. They
can contact us by using our hotline number which is available in the receipt and also can meet
us outside the school after school hours.
Accessibility
Our product is available to be purchase and can make the order after school hours.

Delivering the product

Steps:

PRODUCER

DELIVERY BY OUR
OWN LOGISTIC
(VAN)

CONSUMER

For the beginning, we are focusing at two schools in Subang Jaya for delivering our
product. First, students will order the product after school hours. Next, they will be given the
menu on the variety of sandwich to choose and they can place their order straight away. On
the same time students will have to make deposit payment on the spot. The actual price of the
sandwich is RM 2.00. They will be charge of deposit RM 1.00 when making their order. On
the next day morning, students will have to pay another RM 1.00 when they get their order.
The products will be delivering to the students by our van at the school entrance. The reason
for us to charge the deposit is in order for us to bear with the cost of the sandwich if there is
turn down by the students. Unless the students, doesnt show up on the morning of day of the
product will be delivered itself, the deposit money given RM1.00 from the students when
making the order will be considered burnt. A coupon will be given to the students as a prove
of purchase, the next morning the students must flash the coupon to us to claim the sandwich
from us.

: example of coupon

Communicating the product

We apply advertisement to promote our product .For instance; we give flyers to the selected
school students after the school hours as well as stick poster of our product at the school bus
stop. Besides that, to making our product well known to students, our company will try to
commit with the teacher or students which will be given with incentive or commission based

on our sales made by the month by helping us to promote and talk on our product to the
school students. By having some people in the school to promote, this can help us to gain
trust from the students and to convince them to buy our product.

Below is the look of the product flyer.

SETTING THE PRICE

We use penetration strategy as a market-entry tool. We offers a high-quality product at
a much lower than expected price. This combination helps the business enter a new market
even when strong competitors exist, and it builds loyalty with new customers from the
beginning. We utilize penetration pricing since we are still new in the market. For example,

we plan set the initial sales price of menu item at RM 1.00 at the first 2 weeks. After the
introductory period, the sales price will increase significantly.
Cost of raw material (for 20 student)

RM

Paper Bag
Sandwiches wrapper
Bread
Sausage/Ham/ Tuna
Vegetables
Cheese

RM 2.50/50 = RM 0.05
RM 3.50/50 = RM 0.06
RM 20.00/50 = RM 0.40
RM 40.00/50/3= RM 0.26
RM 10.00/50 = RM0.20
RM 14.00/50 = RM0.28

Chili sauce

RM 3.50/20= RM 0.14

Mayonnaise

RM 13.00/50 = RM 0.26
Total Cost Per Sandwich RM 1.65 per sandwich

Lets assume the fixed cost (van) is RM50, 000 and mark up the selling price to 25% on cost.
Mark- up 25%
Selling Price = Cost + Mark Up
= RM1.65 + (RM1.65*25%)
= RM 2.00

Break-even point (unit) = Fixed expenses / Unit contribution margin

= 50000/ (2.00-1.65)
= 142857 units
Break-even point (RM) = Fixed Cost / (Variable Cost / Sales)
= [50000/ (2.00-1.65)/2.00]
= RM 285714.29

SAUSAGE BREAD (RM2.00)

INGREDIENTS:

Chicken

Sausage,

bread,

cheese,

salad,

tomatoes.

CHICKEN HAM (RM2.00)

INGREDIENTS: Chicken Ham, cheese, salad, tomatoes, bread.

TUNA SANDWICH (RM2.00)

INGREDIENTS: Tuna, cheese, bread, salad, tomatoes.

Future and beyond

In future, we decide to penetrate market at other location in the whole of Kuala
Lumpur and half of Selangor. We also open a stall in universities and sell products to
university students, so the students will a busy schedule can take a quick meal before heading
to their class. Besides that we are planning to open a restaurant at a shop lot in new housing
area with our own concept environment such as in relaxing place that provide enjoyable
meal. We chose an new developing area is because our competition in the term of place will

be less. We might also make home delivery to the near units which or current areas not more
than 50 Km .