MDES Innovation and Creativity in IndustryThesis Report/ 23rd Nov 2011

fresh & healthy

A delicious good habit

choose me . juice me . drink me . re use me

Alizey Fatima Zafar

Writing a report is a solitary endeavor but it cannot be accomplished without the help and assistance of interview subjects, tutors, family, friends and all the people who helped me throughout the process of making this report successful.

My work wouldn’t have been possible without my father, who got meet-ings arranged for me in Pakistan while I was in London and for taking me to Sujawaal, a city about three hours away from Karachi where plenty sugarcane fields and sugar mills can be found. The thanks even spread out to my family, who selflessly supported me throughout my research.

I would like to thank Mr Atif Sultan from Engro Foods, Mr. Raja from Shehzan for taking out their time and answering my queries on my chosen subject matter and giving me interesting insights into the juice industry of Pakistan.

I am thankful to Mulazim Hussain Gurmani, Director of Habib Sugar Mills Ltd, who gave me a thorough picture of how sugarcane is grown, processed and harvested in Pakistan.

For my research, thank you to all my friends who took out their time in helping me gather all the data I needed and who participated in the prototype I conducted at home for testing sugarcane juice.

My sincere thanks to my MDES class mates for their continuous help, support, inspiration and friendship throughout the course of this won-derful year.

My greatest gratitude to Alison Prendiville and Cordula Friedlander for their continuous advice, feedback, interesting ideas and guidance for seeing this project through.

Alizey F. Zafar

ACKNOWLEDGEMENTS

CONTENTS

Summary

Introduction

Background

The current beverage scenario Sugar sweetened beverages Nutritional benefits of sugarcane juice Unhygienic preperation of sugarcane juice Environmentally friendly benefits of sugarcane

Research

Questionnaire and results Interviews Trip to sugarcane field Observation and understanding Drinkers diary Workshops Case study: Innocent smoothies Pilot testing Selecting a user Persona

Service development

Designing the service Pre service journey Service journey

Conclusion

References

Bibliograohy

Appendices

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SUMMARY

“Choose me. Juice me. Drink me. Reuse me.” explores the area of ‘Sugarcrush - A delicious good habit’ tapping into the unhealthy drinking lifestyles of the young college students in Pakistan, and encouraging them to adopt an improved and healthier way of life by choosing a locally produced health-drink. Aiming to help students create associations with Sugarcrush, similar to the ones that connect them to global drink brands.

This report documents research undertaken and design methods used to expand and process critical thinking, followed by evaluating feedback and developing a service, which is then deployed within the much needed areas of change.

The overall strategic objective of this project is to unlock the potential of this locally produced health drink by:

1) landscape of Pakistan.

2) its hazards.

3) Improving the quality, safety and innovation in the management of sugarcane products.

4) Assessing the economic potential of sugarcane products in the Pakistani market.

5)

6) Encouraging sustainable practice amongst the target audience.

The findings of this study are pertinent to building an outcome for this report. Despite the limitations and challenges encountered during the design research phase, the insights gained from sugar manufacturers, brand managers and the target audiences has been fundamental in examining new ways to raise awareness in the chosen field of study, as well as stressing on areas for further research and improvement.

INTRODUCTION

This report presents an in-depth focus on consumption of sugarcane juice. It explores the different areas of study that eventually helped form the concept, design and solution for this project. The report firstly examines the current beverage consumption trends and habits amongst urban youth, supported by facts and figures. An investigation into the existing methods by which sugarcane juice is prepared and sold on roadsides, its health hazards, as well as numerous health and environmental benefits. This section of the report highlights articles from medical journals and evidence taken from photographs. The second segment of the report features activities and exercises to engage the target audience and understand their choice and behaviour towards sugarcane juice. This section includes expert interviews from brand managers from local juice companies with their views on the subject matter. This chapter also consists of a case study of innocent smoothies, to understand how start-up companies can achieve goals through creative thinking and planning in a business. It even provides a glimpse on sugarcane fields showing how the cane is grown and cultivated.

The report ultimately analyses and evaluates the data collected to identify potential gaps where effective interventions can be introduced encouraging people to divert from their habits of drinking global branded drinks and promote the selling and production of sugarcane juice. This part of the report documents a prototype and user testing stage in Karachi, Pakistan. This activity was of extreme importance in obtaining feedback towards the idea and determining the potentiality and success of developing the idea further.

The co-design activities conducted eventually delivered a criterion for developing a seamless service that could be implemented, mainly promoting a valuable change in the society and encouraging the consumption of the locally produced and healthy sugarcane drink rather than the unhealthy global brands.

Lastly, the report combines all the data gathered through various analyses and combines those thoughts and ideas into a visually branded service. Thereby placing the service in a framework of systematic change.

BACKGROUND

BACKGROUND

This chapter presents the general background for this study. It describes the scope of the study, its research ob-jectives and gives an outline of the project.

The project began as a mere visit to the supermarket to purchase something to drink. Walking down the aisles of beverages, there was an abundance of carbonated drinks, concentrated fruit juices and powdered sachets of soluble flavoured drinks. The most surprising facet about this landscape was the profusion of juice varieties laid out on the market shelves, such as mango, orange, apple, peach etc and the only drink that seemed to be missing was ‘Ganay ka Ras’- sugarcane juice - The national drink of Pakistan. This was the crucial point that triggered an inter-est into the subject matter of sugarcane juice and provided an inspiration of looking at ways to influence a change in the way the young Pakistanis perceive sugarcane juice.

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According to the article ‘Effects of Soft Drink Consump-tion on Nutrition and Health’ Vartanian metions ’Soft drink consumption has become a highly visible and controver-sial public health and public policy issue1’. Furthermore the article also explains that soft drinks have been banned from educational institutes in Britain and France whilst the United States has been considering a ban or limiting the supply of sugar sweetened beverages being made avail-able to children.

Where many developed countries are now realizing the impact of these drinks on public health and society and making amendments, Pakistan a developing country still suffers from being under the influence of such unhealthy lifestyles, primarily due to the association and fascination with what those lifestyles symbolize in the west. This fasci-nation results in a dynamic increase for demand of these unhealthy beverages.

A website ‘SAARC Tourism’ talks about pakistani culture and how western culture is paving its way into Pakistani culture by an increasing level of globalization, bringing famous global brands to the doorstep of many prosperous families. Aslam in the article ‘Urban lifestyles changing in Pakistan’ writes ‘Urbanites in Pakistan enjoy a lifestyle par excellence by international standards. Major Pakistani cities play host to the outlets of many main-stream food and clothing brands2’. Moreover, the ‘Eco-nomic Pakistan Survey 2010-11’ carefully explains, ‘the population living in urban areas has increased from only 17.8 percent in 1951 to about 32.5 percent in 1998 and 37 percent in 2010-113’. A study by (Arif,2009) on the ‘Urbanization, city growth and quality of life in Pakistan’ affirms- ‘The unprecedented urban growth-taking place in Pakistan reflects the hopes and aspirations of millions of new urbanites4’.

The country report of ‘Euromonitor International’ about ‘carbonates in Pakistan’describes 2010 to have had heavy, above-the-line campaigns such as TV commercials and billboards strengthening the rate at which the carbonates sector was growing in Pakistan. The most successful pro-motion within the carbonates industry has been of Coca-cola via Coke studio - a musical program featuring the collaboration of renowned and independent artists, fusing together different genres to compose music. The Coke bottles were even rebranded, with the name Coke Studio, helping to increase the sales of the brand. The report further specifies, ‘PepsiCo Inc and Coca-Cola Beverages Pakistan continued to dominate carbonates in 2010 with a combined off-trade value share of 88% among cola car-

bonates and 78% among non-cola carbonates. Improved quality, standardised taste, packaging innovation and innovative marketing campaigns have also helped boost sales for these companies5’.

Similarly, the country report of Euromonitor International on sports and energy drinks in Pakistan; September 2011, explains that 2010 bought a hectic year for the sports and energy drinks market, and establishes that it is- ‘gaining popularity due to consumer awareness and wider distribu-tion6’. This beverage sector is continuing to gain popular-ity with PepsiCo introducing its energy drink called Sting. Sting aims at a price-point which is considered affordable, while Red Bull is considered to be for people with higher incomes. Red Bull dominates the category of energy drinks in Pakistan but with the emergence of Sting, quite a few people have made a brand switch and by the end of 2010, Sting had 20% of the energy drinks market share.

Another country report ‘RTD coffee in Pakistan’ from the Euromonitor International identifies--’Coffee consumption in Pakistan is increasing with the advent of the on-trade coffee culture as coffee shops and cafes have established their presence with the target market of high-income consumers7’.Following this development many companies have started to produce RTD (ready to drink) coffee but awareness of such coffee is still sluggish amongst the con-sumers. The only company that has succeeded in breaking the wall is Nestle with its Nescafe Latte-’This is because Nestlé’s Nescafé is considered a safe imported product as it holds a global market share in comparison to any other RTD coffee brand8’ in Pakistan and celebrated 62% of the market share, in 2010.

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Fig 1

BACKGROUND/ The current beverage scenario

Furthermore a study on the ‘Fruit and vegetable juice in Pakistan’ highlights- ‘the most consumed categories include tea and carbonates9’. Despite the majority of Pakistan enjoying unhealthy drinks, ‘There has been an increase in demand for fruit/vegetable juice from health conscious consumers who prefer juice over other bever-ages10’. The report shows thatNestlé is seen to dominate the market with 23%, followed by two local companies, Popular Food Industries Ltd at 20% and Haleeb Foods (Pvt) Ltd with a 17% share respectively as explained by the article.

The main reason to study these reports was to under-stand the current beverage landscape. Although there is a generally increased awareness of healthier lifestyles, unhealthy beverages still overshadow healthy drinks.

Every culture has its own unique tradition and customs, which create the identity of a nation. But the fad of trendy lifestyles, being ‘hip’ and ‘cool’ when one indulges in unhealthy beverages as advertised by these industries, has started to instill unhealthy habits in people. And due to the success of these beverages, unadvertised and healthier juices like sugarcane juice are being overlooked and forgotten. Not only is their potential being undermined but also the issue of healthy lifestyles at large. As a result, sug-arcane juice is more or less being consumed by the rural population, as well as the poor masses of the country, whilst the urban masses indulge in good-looking, branded and appealingly packaged soft drinks from supermarket shelves.

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Fig 2

Fig 3

BACKGROUND

Carbonated and sugar-sweetened drinks are trendy and flavorsome drinks to have; however, the health problems associated with them far outgrow their benefits. Therefore a solution is very much needed to familiarize people with better and healthier alternatives available, which can also be made enjoyable if given a chance in the landscape dominated by global brands.

Nestle in his article ‘Soft Drink ‘Pouring Rights’: Marketing Empty Calories to Children’ refers to soft drinks as; ‘quint-essential junk food and liquid candy11’due to their ingre-dients of-’carbonated water, added sugar and flavours12’. Moreover, Ounces of Prevention — The Public Policy Case for Taxes on Sugared Beverages, article by Brownell shows, ‘For each extra can or glass of sugared beverage consumed per day, the likelihood of a child’s becoming obese increases by 60%13’.

A study conducted by the Aga Khan medical college, in Karachi, Pakistan describes - ‘childhood obesity and over-weight is an emerging problem in Pakistan14 ‘and inform that the ‘findings of the National Health Survey Pakistan, 1990-1994, found that prevalence of obesity for adults aged 25-64 from low, middle to high socioeconomic sta-tus (SES) was 21%, 27% an 42% for urban areas respec-tively15’.The alarming statements from this report make it clear that an intervention is necessary to tackle this issue, as increasing obesity provides a clear view of rising health problems.

According to the article Safety issues associated with com-mercially available energy drinks by (Clauson et al,2008) energy drinks don’t contain any ingredients that would classify them as beneficial drinks for health, but rather are known to have a high measure of caffeine, which is con-nected to troubles such as -’headaches, anxiety, insomnia and tachycardia16’. These drinks also contain high glucose content, which can have serious health implications such as weight gain and diabetes. Having an excessive quantity of these drinks can result in various drawbacks such as dental problems, kidney damage, increased blood pres-sure, heartburn and dehydration as expressed by the ar-ticle ‘8 Reasons Why People Drink Soda & 16 Reasons To Give Up Soda Drinking’ from the online medical resource website eMedExpert.

There are many articles on the subject of health and soft drinks, suggesting their harmful nature, yet there is a vast majority of people in Pakistan drinking these beverages as written earlier.

Following on ‘8 Reasons Why People Drink Soda & 16 Reasons To Give Up Soda Drinking’ from EMedExpert also identifies the reasons why sodas are so influental amongst people. The reasons have been described as being:

Taste17: The delicious taste of sodas that gets peopleaddicted resulting in increased consumption.

18: the omnipresence of these drinks, they are available everywhere, more than any other form of drink. They are available at superstores, restaurants, and roadside cafes to the smallest stalls on roadsides known as ‘Khokas’.Coca-Cola’s aim “is to put a can of coke in the arms reach of as many people in the world as pos-sible8”. These drinks are even available at fast food chains like McDonalds and KFC with meal combos. These places have a high level of value amongst the urban generation due to their affordability.

Convenience grab n go19: One can even sit and indulge in these drinks, but the presence of vending machines picking them up from supermarket shelves makes them very attractive, knowing one is saving time.

Habit & Addiction20: These drinks once consumed on a regular basis become part of one’s habitual lifestyle and due to their caffeine content they become addictive and these habits become hard to break.

Cheap21: The very nature of these drinks suggests that they are affordable and in the reach of all incomes. They are less expensive than many other drinks makeing them a preferred choice.

Thirst22: It is often misunderstood that carbonated drinks quench ones thirst. Because these drinks are had and taste best when chilled in hot weather and give an instant buzz of feeling refreshed one feels that nothing can beat them. The truth is when one is dehydrated they dehydrate the body more, so they in fact do not help at all in quenching one’s thirst.

Promotion and Advertising23: Is a strong persuasive force that indulges people to buy brands/products. Despite the other factors that make sodas appealing to the eye, adver-tising and markeing plays the biggest role in influencing people.

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Red Bull, with its slogan ‘red bull gives you wings’ en-dorses an energetic lifestyle that people would aspire to have, who wouldn’t want to have a pair of wings and elevate?.Further research by (Clauson et al,2008) sug-gests ‘These drinks are aggressively marketed but are not always transparent in providing ingredient information and quantities on their labels. The promotion of natural ingredients in energy drinks to supply increased energy, leading to increased alertness and improved athletic per-formance, leave the average consumer wondering wheth-er these claims actually deliver on their promise. They also prompt concern among health professionals regarding the negative health effects associated with these products24’. Despite all these concerns, energy drinks such as Red Bull, are still affluent amongst people.

Warriach, warns that,’as a developing nation, it is im-portant to address this issue. Teaching better practices to children can be one way to take care of this concern and that obesity is no longer confined to the West and is a problem that needs to be emphasized upon in developing countries as well25’.

It is the mere thought of this that presents a reason for change. There should be systems implemented to increase awareness and slow down increasing health problems and make people aware of the benefits that exist in the local Pakistan sphere. With the results of these studies, and the slight shift in people’s behaviour leaning towards healthier lifestyles, presents a real opportunity to address the topic of sugarcane juice through this project.

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Fig 5

Fig4

Fig 6

BACKGROUND/Nutritional benefits of sugarcane juice

With the trendy and hip looking packaging and market-ing of unhealthy drinks, sugarcane juice doesn’t a stand a chance to survive in this environment. Global giants like Pepsi, Coke and Nestle have overhauled the urban landscape to such an extent that most of the urban youth have never tried sugarcane juice, and don’t want to try it as it does not look tempting enough or it looks unpleasant and unhygienic.

The study ‘Antioxidant activity in sugarcane juice and its protective role against radiation-induced DNA damage’ by (Kadam, et al 2008) introduces sugarcane as a crop, ‘popularly known as noble cane, due to its high sucrose content and low fiber content is one of the important industrial crops of the world26’. The article indicates that majority of the world’s sugar comes from sugarcane but some people even savor the juice of the crop and many consume it raw by chewing on it.

Equally in the study ‘Effects of pre-treatments on physico-chemical characteristics of sugarcane juice’ by (Karmakar, Ghosh and Gangopadhay,2011) it is pointed out that this drink is commonly consumed in regions like Latin America and Asia where the growth of this crop is plentiful. Sug-arcane juice is also a very popular drink in India but has been unable to find a place in the mainstream market of bottled and packaged beverages because of its time limit in utilization as it deteriorates and turns brown within a span of a couple of hours. However it is still enjoyed at restaurants, cafes and on roadsides while it is being pre-pared fresh in front of the customers.

The authors (Karmakar, Ghosh and Gangopadhay,2011) state drink is made by -’crushing the cane between roller drums and served with or without ice27’. ‘Sugarcane con-tains around 70% water, in which sucrose and other sub-stitues are held in solution, forming about 88% by weight

of juice in the stem. The remaining 12% represents the insoluble cane fibre component 28’. (Rakkiyappan,2003)in his findings in ‘Juice chemical components and techno-logical characteristics of some promising midlate sugar-cane clones’ informs that apart from ‘water and sucrose, the juice even contains, glucose, fructose, minerals (iron), proteins, gum, polysaccharides, organic acids and other constituents29’. Unlike all other juices and processed sug-ars, sugarcane juice has unrefined sugars; therefore it is the best and most natural form of sugar.

As research shows the sugarcane crop has been noted for many benefits for centuries. In previous years, sailors would chew the crop when they went for a voyage, as it would keep the teeth strong and prevent diseases like scurvy from occurring, as identified by the authors Singh, Ramji and Solomon in the article ‘Changes in ascor-bic acid content in sugarcane affected with smut fun-gus’(2002). ‘Scurvy is a rare condition that occurs when a person doesn’t have enough vitamin C in their diet.30’- A definition of scurvy by the NHS website. The juice has many medicinal attributes as shown in the research paper by (Kadam, et al, 2007)’In Ayurvedic medicine the cane is used to treat many other diseases such as , urinary tract infections, bronchitis, heart conditions, loss of milk pro-duction, cough, anaemia, cough, constipation as well as general debility31’. Sugarcane, having numerous benefits is known to heal jaundice aswell. The article further re-veals ‘The elements in sugarcane juice have a vast num-ber of biological effects in raising immunity to viral and bacterial infections as well as helps in, anti-thrombosis activity and anti-inflammatory activity32 and anti stress ef-fects33 within the human body.

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In the light of this splendid amount of benefits that sugar-cane juice can have, it is important that the juice is pre-pared in clean and safe conditions. The research article ‘Effect of pretreatments on physico-chemical characteris-tics of sugarcane juice’ also explains, that hygiene stan-dards are frequently disregarded when the cane is being transported from the field to the location where the cane will be converted into juice. Following further the article reads ‘the juice is consumed unpasteurized. Therefor it is possible that the sugarcane juice may be contaminated and pose health hazards34’. Some of the factors identified as the sources of contamination are; unhygienic handling, the raw material itself, inadequate cleaning of the sugarcane press, knives, contact surfaces, utensils, vendors clothes and hands and air borne particles35 as documented in the article ‘Microbiological evalutaion of sugarcane juice sold at street stands and juice handing conditions in Sao Carlos, Sao Paulo, Brazil’ (2006). The same study explains that utensils left uncovered, or in the vicinity of are also major factors determining the unhygienic conditions of the environment the juice is processed in. The study further re-veals that juice vendors don’t use soap, but only use water to wash their hands, utensils and the sugarcane press and that also on an infrequent basis.

Although a majority of the people spoken to for this proj-ect had no clue about the health benefits of sugarcane juice, the physical conditions acted as a visual stimulus and discouraged them from consuming the juice.

For viewing the conditions first hand, different vendor stall were visited in the city and videos were taken of juice extraction.

BACKGROUND/Unhygienic preperation of sugarcane juice

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BACKGROUND/Environmentally friendly benefits of sugarcane

Finally, a major area to take into account for this project is the sustainable benefits of sugarcane.

‘The state of the paper industry, monitoring the indicators of environmental performance’, A collaborative report by the Steering Committee of the Environmental Paper Network (2002) unveils certain alarming facts about the environment. ‘It is estimated that 42% of the industrial wood harvest is used to make paper—a sobering fact given that forests store roughly 50 percent of all terrestrial carbon, making them one of our most important safe-guards against climate change36’. It broadens its facts by mentioning, ‘human activity has degraded almost 80 percent of what remains of the planet’s once vast forests. These forests have lost, to varying degrees, many of their species and much of their ability to function as healthy ecosystems37.Despite these factors, the remaining forests are still being cut down for the paper industry using un-sustainable practices.

The report mentions Asia, especially China to have smaller consumption of paper, but the countries are developing, and in Pakistan with more people becoming urbanized, more children attend schools and colleges, which will eventually lead to more paper being consumed. Many people are unaware of these facts and it is impor-tant to educate them on these issues and encourage them to adopt more environmentally friendly and responsible ways.

Yadav and Solomon(2006) display that sugar seems to be the most profitable proposition from sugarcane, it is far better to utilize the by-products of the crop (bagasse and molasses) to produce other value added products rather than depending on just one product, which is sugar. This versatile crop38 can be used for food, health, fodder for animals, energy electric supply, transportation, industry, school and education, construction and human resource development39 as it will help and build employment op-portunities for people in rural areas.

Yadav and Solomon(2006), further write, ’Bagasse is a fibrous residue leftover after the juice is extracted form the cane40‘and can be used to make different kinds of paper ranging from, ‘white paper, kraft paper, printing paper, newsprints41’. It is even used for making cards writing and toilet paper.

Sugarcane is also a precious crop in Pakistan. A book provided by Mr. Mulazim Hussain Gurmani, director of Dewan Sugar Mills Pakistan, ‘Cane production guide’ [2005] states that the crop provides the ‘biggest source of revenue to the government of Pakistan42’. An email cor-resondence with Murtaza Habib, Director of Habib Sugar Mills, Pakistan, regarding sugarcane by products I was surprised to read that there is currently no industry in Pakistan that uses bagasse to produce paper. The email has been included in appendix A.

The knowledge from these articles inspired to look into ways in which bagasse can be recycled, conserving and sustaining the already damaged environment.

There is a considerable body of literature but still more re-search needs to be done regarding the topic of sugarcane, its juice and its various benefits. After all this research, it seems rational to link these various aspects (unhealthy lifestyles, unhygienic preparation of sugarcane juice, it’s health and environmental benefits) together to introduce a new service and business model to design a meaningful and beneficial service for Pakistan and its people.

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RESEARCH

11

RESEARCH

This chapter examines the research phase of the project, gaining insights into people’s attitude towards sugarcane juice, their familiarity and influences affecting their con-sumption of the juice based on the primary data collected.

RESEARCH/Questionnaire and results

A questionnaire-based survey is conducted collecting pri-mary quantitative data to gain insights into the factors that encourage people to consume fresh fruit juices and other choices they make regarding fresh juice consumption. The survey was compiled and sent to various people in Paki-stan through email who then distributed it amongst their family, friends and colleagues.

The participants were more males than females. 4 pre-defined age categories were chosen, below 20 years, 21-30 years, 31-40 years and above 40 years. The question-naire started with general questions regarding fresh fruit juice and ultimately led to more specific questions based on sugarcane juice. While compiling the data the age brack-ets were grouped together, up to 30 years was grouped together under the category of ‘young adults’ and the age group 31 to above 40 was grouped together under the category of ‘adults’. The different age brackets created an interesting contrast of information. There were twenty questions in all, each of them being multiple choice and primarily close-ended questions to enable easier data collection and analysis.

Graphs of 8 questions have been discussed in the report. Statistical and graphical data analyzed pertaining to all the questions has been put into a cd along with a sample of the questionnaire sent to people.

Some of the statistics and tables of questions not men-tioned in the report have been put in appendix [A]

Some of the questions were:

Which beverage do you prefer to drink

Which beverage do you prefer to drink

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Data for all the groups was analysed and convered into perdentages. For the first group ‘Below 30 years’, there were a total of 90 people who filled out the survey.

The diagrams show the results of the following questions.

tea/coffee

Female

33%

Male

67%79%

33%

AGE

below 20

21 - 30 years

PROFESSION

16%

31%50%

3%

self employed

employee

student

house wife

GENDER

fresh juice

energy drinks

fizzy drinks

Which beverage do you prefer to drink

for health reasons

for beauty reasonsto quench your thirst

63%

33%

4%

33%

29%

28%

10%

43%

18%

29%

10%

42%58%

No

Yes

13

Which beverage do you prefer to drink

14.4%

37.8%47.7%

Rs. 35-45 (15-25pence)

Did not reposond

Tasty

Hydrating

Refreshing

Medical values

It is healthy

26.7%

6.7%

4% 22.2%

18.9%

21.1%

Reasons for trying

38.9%27.8%

4.4%6.7%

20%2.2%

Did not reposond

Like energy drinks

Like other juices

Like packaged drinks

Like fizzy drinks

Dirty and unhygienic

Reasons for not trying

31%

30%

21%

10%

8%

Did not respond

0-1

2-3

3-5

6 and more

Rs. 25-35 (10-15pence)

Rs. 15-25 (5-10pence)

Yes

No

Makes no difference

20 %

64 %

16 %

Preference for sugarcane

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The second group that was analyzed had a total of 22 people.

The diagrams show the results of the following questions.

Female

45%

Male

55%79%

33%

AGE

above 40 years

31-40 years

PROFESSION

16%

31%50%

employees

housewifes

GENDER

fresh juice

energy drinks

fizzy drinks

Which beverage do you prefer to drink

for health reasons

to quench your thirst

No

Yes

55% 45%68%

32%

tea/coffee

54.5% 31.8%

4.5%

9%

68%

32%

73%

27%

Preference for sugarcane

15

Rs. 25-35 (10-15pence)

Rs. 15-25 (5-10pence)

Tasty

Hydrating

Refreshing

Medical values

It is healthy

Reasons for tryingReasons for not trying

Did not respond

0-1

2-3

3-5

6 and more

Did not reposond

Like other juices

Like packaged drinks

Dirty and unhygienic

59.1%22.7%

9.1%

9.1%13.6%

13.6%

45.5%18.2%

9%

36.4%

36.4%

18.2%

4.5%4.5%

50% 50%

Yes

No

Makes no difference

63 %

20 %14%

Preference for sugarcane

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Preference for sugarcane

From the first group, majority of the people who filled out the survey were between 21-30 years and were students. The highest percentage was given to fizzy drinks as their preferred choice of drinks, followed by tea/coffee and en-ergy drinks being the lowest. In comparison, in the second age group of adults, fizzy drinks had the lowest percent-age and the highest being of fresh juice.

Both the groups mentioned their motivating factor to be health reasons when cosuming fresh juice.

An interesting difference was the consumption pattern of sugarcane juice. More than half of the young adults did not drink sugarcane juice, whilst more than half the people in the adults group drank sugarcane juice.

The question, reason for not trying sugarcane juice was not responded to my majority of the people in both the groups, signifying their lack of importance and signifi-cance for this particular juice drink. Dirty and unhygienic were seen as the next factors for not consuming the juice in both groups.

For all those people who did consume sugarcane juice, young adults mentioned, refreshing as one of the major reasons for having sugarcane juice. Whilst, the group of adults mentioned medical values being their basic reason for drinking the juice.

The younger adults, would prefer paying the price of Rs.(15-25), whilst there was an equal balance of adults who wouldnt mind paying, either Rs.(15-25) or Rs.(25-35).

Lastly, both the groups did not not like the idea of con-suming flavoured sugarcane juice.

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RESEARCH

that most people consume cold beverages because they want something refreshing. Their rationale is “They are a great tasting product because they have fruit content and because they have real fruit content, their juices bring real refreshment”.

When asking about why no company in Pakistan has yet considered bottling or marketing sugarcane juice, he ex-plained that currently the juice market is still developing in Pakistan. Beverage companies have taken internationally renowned flavours that work worldwide, such as mango, grape, pineapple and peach to penetrate the Pakistani market as they knew they would be liked by the grow-ing masses. The standard procedure has been “go with what you know is going to sell and once you penetrate the market then evolve and work on innovation”. He however mentions that companies, have started looking into local-izing their products and being a little different, Olfrute launched an apricot flavoured drink, Nestle launched a Chaunsa Mango (a variety of mangoes that come from Pakistan) and Fresher came up with “Falsa – blackcurrant flavour” juice. All these fruits are very popular in Pakistan as they are produced locally.

Since the project is looking into a locally produced juice drink he mentioned that I could expand my portfolio as further development and look into a variety of local drink flavours, such as local lemonade – Sikanjabeen (flavoured with mint, salt and pepper), blackcurrant juice, sugarcane juice and local mango and Aloo Bukhara (plum) juice to add variety. And further mentions how he thinks the proj-ect has commenced at an interesting time, as there is defi-nitely some scope. His argument to increase more local juice varieties, was that if people do not have a genuine liking to the taste of sugarcane juice, they can be provided with some other local drink, made fresh in front of them.

The service solution for the identified problem was initially, a tricycle – a concept derived by looking at traditional ice-cream kiosks on wheels with an umbrella ridden by a vendor. These vending tricycles are not only mobile enabling them to move from location to location but also have freezer compartments to store the ice creams. The idea was to transform the current sugarcane kiosks into a similar mobile tricycle-vending kiosk, with vendors in attractive uniforms giving them gloves and hats to main-tain hygiene standards. These vendors would then roam around affluent and populated areas such as gyms, parks and hotels where the juice would be sold.

To the proposed concept, his feedback was looking into the business feasibility, as having such a concept would mean catering to the upscale high-income bracket and not the regular users of this drink – the lower income people of Pakistan, which he presented as the biggest challenge as the people the project aims to target are not the classic drinkers of sugarcane juice. He mentions that despite be-ing a challenge it is an opportunity as currently there is no project like this in the making and if the project manages to position a local drink with a western and trendy appeal and manages to “crack it”, this project will make a good business model.

During the course of the project, the research stage pre-sented itself with the privilege and opportunity to meet and interview a few specialists in the Drinks and Sugar industry and user groups who enhanced the scope of the project through their knowledge and gave insightful feedback for deriving a portal for sugarcane juice availability to the younger generation of Pakistan.

The research phase was carried out from May to Septem-ber.

Atif Sultan, Brand Manager for Olfrute Nectars. Engro Foods Limited, 11th August 2011

The first interview for the project was with Mr. Atif Sultan, Brand Manager for Olfrute Nectars, Engro Foods Limited. Preparing a few questions as a basic outline and going with background research for the project triggered the dis-cussion and resulted in positive feedback for the project.

The basic premise of this interview was to ascertain from industry professionals whether they saw scope in the proj-ect and to find out more about how they position them-selves within the Juice industry. The interview started with a background on sugarcane juice and explaining to Mr. Sultan what the project was about.

Atif started off his conversation by giving a background of the juice business in Pakistan. He mentioned that the whole beverage sector consists of the following; carbon-ated soft drinks, water, tea and coffee and JNSD (juices, nectars, still drinks) which in total is about 15 billion liters of beverages of which 70% is tea, 20% is carbonated soft drinks, 10% is water and JNSD come to 6 to 7%.

He further explained that juices have to have 100% fruit content, and there are currently only three pure fruit juices in Pakistan, Olfrute orange, Nestle orange and Shehzan orange. The nectars have to contain at least 25% fruit content, mentioning that the rest of the drinks provided by Olfrute are all nectars. Lastly, still drinks, they do not have any fruit content, but consist purely of sugar, water and ar-tificial flavour. He also mentioned that a normal consumer specifically upper urban class does not know the differ-ence and classification amongst the drink categories and believes that all juices are pure fruit content, signifying that companies need to enhance their labeling and use correct terminology to avoid deceiving consumers.

On asking how Olfrute positions itself in the market, he indicated that Olfrute positions itself mostly targeting refreshment. They carried out a survey which indicated

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Interview with Mr. Raja, Manager Shezan Juice, Brand manager for Juices, 18th August 2011

The second interview was with Mr. Raja from Shezan. Shehzan is a local Pakistani company, and deals with the manufacture and sale of juices, pickles, bever-ages, preserves, and flavoring that is obtained from using fruits and vegetables. Shezan is the largest pro-cessor of fresh fruits and vegetables in the country and the fruits used by them are mostly from their own fruit farms, as per information provided from the Shezan website.

The meeting with Mr. Raja took place on the 18th of August. The questions that were prepared for Mr. Raja were the same as the ones that were prepared for Engro Foods Limited. This interview was conducted to get more insights and feedback on the project and see what another company has to say to my proposal. Mr. Raja also summarized the beverage portfolio of Shehzan and classified it into three categories, juices, nectars and drinks. He pointed out that Shehzan’s price range for 250 ml packs is as follows, drinks Rs. 12, Nectars for Rs. 15-18 and Juices have the highest price margin Rs. 18-25.

Mr. Raja declared that their processes are currently in innovation, and to cater to the younger generation they have developed a brand by the name of Twist, with different juice combinations and varieties, such as ‘raspberry’, ‘mango and strawberry’ and ‘mango and banana’, to move the young people in Pakistan from the ‘mango psyche’ that has developed. They are the first company in Pakistan to introduce these different flavours.

On sugarcane juice, Shezan has tried to bring it to the market many times. He mentioned that sugar-cane juice is the most consumed beverage in Pakistan amongst the lower income classes, especially the rural population, but the main reason why companies have not invested in this juice drink is because of its limited shelf life. Once squeezed, it has to be consumed im-mediately. They tried bringing the juice into the market but had to add high preservatives for the shelf life of the juice to be extended up to 3 to 4 months. Their drawback was, adding high preservatives made it unsuitable nutritionally especially for young children, and the core concept of Shezan is that even if it’s a 6 months old child, the child should be able to drink the beverage without any problems.

When talking about my concept, he said he would have to think of that as he has never thought in that

direction but said it is possible. Mr. Raja mentioned how his children will never say they want to drink sugarcane juice, and his wife would have the same reaction if he were to ask her, as the juice always has looked unclean and unappetizing. This shows how attractive and good-looking products have an impact on consumer purchase. He classified it as the “myth of mind” but a perception that can be altered but deems it will be a little challenging, as Pakistan is a developing country. Mr. Raja also pointed out the same factor like Mr. Sultan, that people in Paki-stan, till today don’t know the difference between juices and nectars, but he also holds companies responsible for educating the masses on their products. He claims that Pakistani youth should get out of ‘fizzy’ drinks as they have no health benefits, and was sharing an incident during his student days when he worked for McDonalds. There he realized that all over the world, there is a policy to give milkshakes with happy meals to children but in Pakistan the only drink offered is a fizzy one.

Overall, he mentioned how these days in Pakistan no one is thinking about innovation, but if it is worked on diligent-ly, it can be accomplished.

Full length videos of the interviews by Mr Atif and Mr Raja have been provided the the cd.

RESEARCH/Sugarcane field

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Mr. Mulazim Hussain GurmaniDirector, Dewan Sugar Mills, Thatta21st August, 2011

Since the core of the project is sugarcane, it seemed almost essential to visit sugarcane fields in Pakistan for greater understanding and knowledge on the subject. The sugarcane field that was visited for the project was in Sujawaal, a city in the province of Sindh. At Sujawaal, a meeting was held with Mulazim Hussain Gurmani, the Director of Dewan Sugar Mills Limited. He gave me a deeper insight into the different types of sugarcane planta-tions, their seasons and which stock is best for producing juice from the cane. For the development of this project, all this knowledge appeared vital for developing a coher-ent business model and as an amateur on the subject, it was vital to know what the project would deliver to the customers.

He educated me on the basics, that there are two seasons for the production of sugarcane, Spring plantation which is in the month of February and March and the Autumn plantation during the months of September and October. The spring plantation is in the soil for 8 to 10 months whereas the autumn plantation is in the soil for 12 to 14 months and because of its long life in the soil the autumn plantation gives better results.

He pointed out an interesting fact that, in Pakistan the price of the sugarcane is set by the government on the basis of yield, but in developed countries it is not set by the government, rather it is based on the quality, which en-courages the grower to produce better quality sugarcane.

He mentioned that if the sugarcane crop is treated prop-erly during cultivation and a healthy crop is produced, it would result in the crop containing more juice. More inter-estingly he mentioned that all the work of the cane is done within the cane itself. While growing, the sugars in the cane are converted as sucrose to fructose and eventually glucose. In Pakistan since sugarcane is mostly processed for sugar production, the sugar mill encourages the cane growers to produce early maturing varieties, as they would have a higher level of sucrose, which is necessary for pro-ducing sugar. The canes used to extract juice should have more glucose content.

Mulazim provided me with a book, “the cane production guide” written by Karim Bakhsh Malik and himself men-tioned in the bibliography as a deeper resource for the subject matter. Although he did not know much about sugarcane juice but gave me some very valuable informa-tion regarding the production process.

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The visit to the sugarcane fields not only provided me with first hand knowledge, but provided an opportunity to meet some of the workers and ask them about their daily lives at the fields and also caught a glimpse of harvested sugarcane being transported manually by women work-ing at the fields.

To the biggest misconception that sugarcane juice is only available in the summers and is a summer drink was also removed once Gurmani mentioned the different seasons of the crop. The complete and unedited interview con-ducted with Mr. Gurmani is provided in the cd attached to the report.

RESEARCH/Observation and understanding

This phase of the project was a mere evidence based ap-proach. It caught myself going to a college SZABIST, (Shaheen Zulfiqar Ali Bhutto Institute of Science and Tech-nology) during the daytime and afternoon to experience what the students would be drinking. As well as hanging out with a friends and family at different places such as events, cafes and their homes at times of the day, taking pictures and capturing the beverages they would drink.

Although, research articles mentioned earlier provided information on the companies with the highest sales of beverages in Pakistan and the survey conducted, highlited fizzy drinks to be the highest consumed amongst yound adults. Capturing the essence seemed a must for which it was ideal to take a camera around and photograph as much evidence that could be gathered.

When conducting the questionnaire, people were asked to indentify reasons which made them consume the drinks they prefered the most. Some of the reasons have been mentioned here and have been gramatically edited, refer to appendix for more replies and reasons.Some of the replies from people were:

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Fizzy drinks: freshen my mind

Fizzy drinks: due to hot weather in Pakistan

Energy drinks: to get the extra boost to stayfocused when working

Energy drinks: to quench my thirst

Tea/Coffee: for recharging myself

Tea/Coffee: has a soothing effect

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Tea/Coffee: nothing like a cup of teawith a smoke

Fruit juice: are natural with no artifical flavours

Fruit juice: have minerals which are goodfor the skin

Fizzy drinks: give me power

Fizzy drinks: completely out of habit

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In order to understand the age bracket (below 30, whom I was interested in creating a service for) some students and young working professionals were contacted and asked to compile a drinker’s dairy. The drinker’s diary was an activity to be carried out for an entire week, from Monday through Sunday compiling data on their beverage con-sumption. The key areas the participants had to fill out where what they drank, time, where and with whom to understand their daily lifestyle in order to be able to create an effective service intervention.

There were six people who participated in this activity. The results from the entire week have been complited into adiagram for easy understanding. The words in the dia-grams have been condensed however a sample of some of one of the hand written diaries that were filled out by a person has been attached in appendix [B]

Feedback provided by the people who filled out these diaries was that they were firstly too long,and could have been condensed, but most importantly before this, they never gavimportance to what they drank and doing this was an eye opener, realizing how they despite trying to be healthy, still live lifestyles that are not the healthiest.

RESEARCH/Drinkers diary week analysis

Goes to work 5 days a week, starts her day with water,followed usually by a cup of tea, with her boss overfriendly work discussions.

Has tea in order to make herself stress free from work, andto relax in the evenings with family

Not much of a juice or milk drinker, as apparent from the diary. Juice and milk is only had when wanting to make a conscious healthy change

Consumes atleast 4 fizzy drinks a day, either with lunch,dinner or in the evenings when with friends when wanting something refreshing, or for entertainment

Goes for a walk to the park once a week

Meets her friends about thrice a week, once for coffee at a cafe, once for dinner and goes over to her friends place

25 years old.Maha is working

as a projectmanager at

Helium PrivateLimited

MAHA CHAGHTAI

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MAHA CHAGHTAI

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KHIZZER ALAM

19 years old.Studies at

SAMPT, (southc asian acadmy of motion pictures arts and

television)

Goes to college 5 days a week

In the mornings has two glasses of banana milkshake, as breakfast. He likes the taste and they make him feel healthy.

A regular pattern is seen, for fizzy drinks with lunch, he likeshaving cold chilled beverages with meals in the heat.

Khizzer is also a jucie drinker, but only has juices by Nestle,loves the taste, are refreshing and are a famous brand.

Afternoon tea, makes him relaxed and he believes he is able to work better

He even consumes fizzy drinks mostly with dinner

Has a lot of water, as shown by the week dairy

Goes to the gym once a week

Plays squash once a week

Is quite social, goes out with friends often

In this one week he is seen going to Espresso (cafe) and Gunsmoke, (burger place).

KHIZZER ALAM

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ABBAS JAFFERY

23 years old.Studing at

SZABIST. (shaheedZulfiqar Ali BhuttoInstitute of Scienceand Technology)and interning atEngro foods, LTD

Currently at college but doing an internship

Starts his day with glasses of milk as a replacement for breakfast.

Not much into drinking tea and coffee, tea is has so-ciallyand coffee is had in the mornings just for the sakeof having something to drink.

He mostly has fizzy drinks in the evenings or for dinner.

Has a lot of junk food, from small places such as KFC andMash n Bangers(fast food) take away place. Everytime he orders a meal, calls for a coke/pepsi with the meals

Does not excesize, but it seen to enjoy other forms of entertainment like gaming at different arenas where entertainment is provided.

Once a week goes to a yacht club, as a change of surroundings and enjoys being around the ocean.

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ABBAS JAFFERY

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RESEARCH/Workshops

To acquire a general understanding of motivating factors that would encourage people to drink sugarcane juice. Workshops were conducted and friends who were work-ing as well as currently attending college were invited to take part in them. There were two workshops conducted on different days and both the workshops had different people. The workshops focused on three aspects, firstly analyzing a logo which would attract them to purchase the juice. Secondly they were given a sheet of paper with sticky notes with specific words written on them which they had to arrange in order of preference and expectation when buying sugarcane juice and lastly, they were asked to brainstorm and identify factors that would encourage them to purchase sugarcane juice. This approach let to discus-sions in both groups about knowledge of sugarcane juice, experiences with the juice drink, their attitude, motives and barriers with respect to the consumption and purchase of sugarcane juice.

Conducting a workshop and both the groups having a mixture of people provided interesting insights.

For the first group hygiene, container and vendors clothes were given the highest priority when purchasing the juice, followed by atmosphere,freshness and quality of the juice. They did not give advertisements and social media as much importance, but word-of-mouth was an important factor for them, as they would only taste the juice drink if someone recommended it to them. For them the atmo-sphere was important, along with the colours used in the atmosphere to enhance it. They even preferred a place to hang out rather than just picking up the juice and going. Price was the last factor in priority to them.

Some video clips of this workshop have been provided in the cd however, due to prompt conversations, most of the conversation has taken place in urdu, national language of Pakistan.

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The second workshop was conduced at a friends place, as she had a lot of college students in her family, which made it practical for myself to go there and conduct a friendly, casual workshop.

For the second group, all forms of advertisements played an important role, be it word-of-mouth, tv commercials or social media. They picked hygiene and a hangout as secondary in priority. Quality, freshness, taste and colours where given the next priority. Price was put amongst the lowest in category, as done by the first group. The col-lege going students mentioned having disposable glasses, to be able to develop a personal attachment, as well as lesser scare of hygiene.

From both the groups a common ground for incentives to have the juice were ‘Locations’. If the juice was being sold at a popular area where the youth is seen to flock, be it cafes, gyms, or specific restaurants as no one would go out of their way to just drink a glass of sugarcane juice. They specified complimentary services, as a major incen-tive to buy the juice and lastly, mentioned that the health benefits of the juice should be properly advertised for reminding the young people what they are missing out on as the juice is vitalizing and refreshing (hence a juice that fits in perfectly in category for the energetic, outgoing, and busy youth).

Both the groups mentioned, the importance of catchy advertising. The first group, recommended having gue-rilla marketing campaigns, as was done by Coca Cola, for their minute maid juice bottles. They had their bottles hanging from trees and would be lit up at night, creating an orange glow, which not only looked very attractive but also resulted in curiosity to try the juice.

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RESEARCH/Case study: Innocent Smoothies

Innocent Smoothies, a UK based smoothie company established itself in 1998, when three friends Reed, Jon Wright, and Adam Balon started selling their smoothies through different retail channels such as grocers and convenient stores.

From the very onset of the Innocent brand, the three friends wanted to do something different. ‘Lifestyles in London – working hard and playing hard. They had the desire to be healthier but didn’t have much time to act on it 43’. Innocent created a memorable brand and a juice that tasted better, for the busy people of London, enabling them to pick up a juice before they went to work. And un-like other companies that add preservatives in their drinks, they wanted 100% natural and fresh content in their smoothies. This was their distinctive differentiating point.

Innocent Smoothies, apart from being different, incorpo-rated the word ‘innovative’ into their brand from the very start. After devising the concept they ran a groundbreak-ing test run for their smoothies at the Jazz on the Green Festival. They set up a small yet effective stand on bales of hay and squeezed the juice themselves, showing utmost passion and interaction with their brand. To gain the crowds attention at the festival, they created a simple and creative idea as their basis of marketing research. Two bins were set up next to their stand, ‘one labeled ‘yes’ and one labeled ‘no’. Above the bins was a question “Should we quit our jobs and start a smoothie company today?44’ The Yes bin got full and resulted in a new brand being born.

Innovation and creativity staggered as the brand grew. They printed, ‘offbeat messages on smoothie labels45” becoming an identity of the innocent brand. “The tone was offbeat, honest, irreverent, and often self-depreci-ating. It was non-corporate46’. They used this method to create hype and gain more customers and subsequently their loyalty. Their vans were also unique with the aim of attracting attention,’they had vans covered with fake grass and dressed up another one to look like a cow47’ which definitely did steer enthusiasm in the passing crowds, this added a natural and organic experience and avoiding the rut of normal and mundane looking vehicles.

Their marketing strategies have been ever playful and energetic. In the summer of 2004, artworks for the bottles were being prepared and the company decided to use real knitted hats to cover the bottle caps, with the idea “to

keep the drinks warm in cold weather48’. This was more than just for fun, these caps were knitted by grannies for free and with every cap sold, 20p donation was sent to charities helping to keep the elderly warm.

Innocent Smoothies shared 30% market share amongst the smoothie brands by 2004 and now is widespread over europe. The author, William A Sahlman, in the Harvard Business School, case study mentions“In the fall of 1999, BBC food and Drink called Innocent the UK’s best smooth-ie49” and with its individuality, creativity and enthusiasm for innovation, and calls Innocent Smoothies “darling of the press50”.

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For the project it was essential to invite people and con-duct a free juice trial to gain first hand feedback from them on the juice. The biggest challenge for conducting research for the project was the month of Ramadan, which was being observed during the month I went (August), pre-senting me with very little time. To accomplish this trial, the colleges Indus Valley School of Art and Architecture and SZABIST were visited to take permission for the juice trial. This idea had to be withdrawn due to the heavy rains fore-casted for the next two weeks, which jeopardized my entire outdoor testing session as I was in Karachi for only the two following weeks after Ramadan. Resulting in the prototype being conducted indoors at home. The search for hiring a juice machine and vendor for a day started and ulti-mately a machine was hired to extract the juice from Mr. Hasnain, a man who runs his sugarcane juice stall outside a supermarket in Karachi, Pakistan. His machine unlike the conventional ones, which extracted the juice using a wheel, this machine crushed the cane automatically when it was put into the machines crushing compartment. This machine looked more clean and hygienic, but was also very noisy.

Simultaneously, the stall was being prepared. This meant developing and designing a logo. The people whom I had called, and whom the service was being targeted towards, were not eagerly enthusiastic about the juice that was be-ing tested, which made it important to develop a fun and catchy logo, with cheerful colours and upbeat messages, remaining true to the juice drink. To create a suitable identity for the service, the name “sugarcrush’ was chosen, playing on the words, ‘crush’ and ‘rush’. Crush not only signifies the literal action of the cane being crushed to provide the juice, but youthful love and admiration. The word ‘rush’, is also highlighted in the logo, subsciously encouraging student to rush towards the good and healthy drink, as well as the rush of energy one would feel after

consuming the juice. The logo is accompanied by the tagline ‘A delicious good habit’, which summarizes the concept of the brand. I have even used fresh and bright looking canes, and a cart on wheels – so that people have an association and yet do not feel completely alienated by it.

After the logo was prepared, leaflets and banners were printed to decorate the stall to create a vibrant, natural and organic atmosphere, presenting the users with the benefits of sugarcane juice. Although I did not want to provide an onslaught of too much technical information on properties and qualities of sugarcane, I felt it would be beneficial if they knew what they would be missing out on.

For creating an identity for the brand, inspiration was taken from the model of Innocent Smoothies as discussed above. A banner was created saying, “The dirty and filthy canes want to improve their reputation! Do you think it’s worth the shot?” and two bins, likewise were kept near the stall, saying ‘yes’ or ‘no’.

For the prototype, friends and friends of friends were called and invited to try free sugarcane juice. The activ-ity took place on a Monday, 12th September. Before the event started, which was from 5 to 10pm, I started arrang-ing the tables with a few helpers. Green cloth was draped around the stall, disposable glasses were decorated with stickers, banners were put up and extra ingredients such as lemon, mint, ginger, salt and pepper were kept on the table for anyone who would like to experiment with differ-ent flavours, despite the fact that when the survey was con-ducted not many people were keen on different flavours, as they were not exposed to them.

A total of about 40 respondents had showed up for the event despite the rains, which was a pleasing number, and 35 wrote comments in a notebook that was provided to them for giving feedback. Most of these included friends and friends of friends but along with them, about 4 elders and a few children. The elders were excited about having clean sugarcane juice, the children accompanied by moth-ers or siblings, were excited about a juice trial.

Most of the people who were spoken to were very curious about the nature of this choosen subject. Why sugarcane juice? and when they were told about the concept, they all found it an interesting area like many others as no one re-ally digs deep into the sugarcane juice drink matter. They were pleased to see myself behind the stall and preparing and serving the drinks, which they described as giving a friendly and personal feel.

Towards the end of the day, when the glasses in the bin were counted, there were 4 in the No bins and the yes bin contained 32 cups, which I felt was a good achievement and indicator.

RESEARCH/Pilot testing

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Some of the feedback received was:

Anita Sheikh: The set up was great. The banner, the stand and leaflets were all really creative. The leaflet was espe-cially informative. I didn’t know how healthy sugarcane juice is. The juice tasted good!

Siham Zafar: I have never tasted sugarcane juice in my life before, the way it is sold in Pakistan is unhygienic and dirty which doesn’t attract many people. However, this stall was set up in a clean environment, with clean glasses and utensils. The marketing was great and the juice even bet-ter. With so many health benefits, its no doubt that sugar-cane juice served in a good environment will succeed.

Afshan Sharif: Great tasting juice – brings back child-hood memories. Clean environment should appeal to the younger generation.

Fatima Naqvi: The stall was set up in a clean, hygienic manner and the server was wearing gloves on – the ONLY reason I tried it. The juice tasted very refreshing

Ehab Sajjad: Amazing set up and visuals of the stall and banners. Juice was good, but would prefer chilled juice without ice cubes. Maybe crushed slush like ice would be better.

Khadija Jalali: Great job! I like the juice. It had a different taste. This is a new concept because I have never tried a sugarcane juice with a flavour of ginger, mint and lemon in it.

Mariam Lotia: I like the concept, but don’t know how many people will actually buy it!

Waleed Rashid: Not a big sugarcane juice fan, but this is good. Its really good for your digestive system.

Sumair Saleem: The set up was great but the taste was not so good!

Sana Dadabouy: Loved the juice, my first time I’ve tried it and like how refreshing it is and tasted great!

Sehr Saeed:A refreshing twist when the juice has a touch of lime. I hadn’t tasted it before, but after this I think it could become a habitual habit.

Taimur Ali: Very refreshing! Loved the stall, its got a catchycharacter

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Sana Khan: Loved the juice and the way the stall was set up as well as the flyers and the other marketing tech-niques. Would definately consider drinking sugarcane juice if this practice is followed in markets.

Saima Ahmed: I have never been fond of sugarcane juice but after looking at the campaign which was attractive and made the juice more appetizing, i really enjoyed the refreshing taste and the way it was served. It made a huge difference to the original look of how sugarcane juice is locally served! Thoroughly enjoyed it! Also love the leaflet which show the benefits of sugarcane juice as people are more diet conscious today.

Getting this feedback was great for the concept that had to be developed for the service. There were many first time people trying the juice who liked the taste. Everyone gave good feedback about the concept and display in general. Some were not big fans of the juice, and others advised that it should be more chilled and preferably without big ice cubes.

From here it became a challenge, to not only continue what I had started, but for all those people who were not great fans of the juice, to somhow involve them and con-vert them to sugarcane juice drinkers too and look into all the suggestions and see which areas could be improved when developing a service.

Some of the handwritten feedback has been provided by prople has been given in appendix [C]

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OVERVIEW

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The problem of unhealthy lifestyles is generalized and could suit a vast demographic of the urban population; I conducted surveys with elderly people as well as work-ing professionals and college students as they all could benefit from the service.

ELDERLY: Speaking to the elderly provided me with insight-ful feedback for the project. As people grow older they become more conscious of their health but more impor-tantly it is this generation who did drink sugarcane juice before the advent of processed and artificially flavored drinks. Many of them shared their stories on how and when they drank the juice. One person I spoke to remem-bered the days when he would go to a sugarcane stall after college. He described it as an extremely tasty drink, but they would see lizards near the sugarcane press or on the canes that would be flicked off by the vendor before the juice was crushed and prepared. It was these incidents that discouraged him and his friends from having the juice again. Subsequently, he never asked his children to try the juice, as he lost faith in street vendors and the quality of the juice.

As elders have a historical and nostalgic connection with the juice, it would be easier to target them and rebuild their trust in the beverage.

WORKING PROFESSIONALS: it is understood that offices utilize a large quantity of paper, which is consumed in the most environmentally unfriendly manner. The working professionals represent the category of people whose ex-tremely busy and hectic lifestyles keep them from healthy routines. These people in the urban society have involve-ment in other organizations such as workforce, family and friends and could introduce people with similar mindsets to the service. Moreover, this service will even benefit the working sector as eco-friendly paper can be used, reduc-ing the potential harm to the environment.

COLLEGE STUDNTS: students are the youth of the na-tion, who eventually will be leaders of tomorrow. They are proactive, eager to learn and they are at the age when they want to be distinctive and constantly try new and dif-ferent things. Compared to working professionals students use the maximum amount of paper in the economy. They are social and outgoing and could encourage others to develop similar habits and would be the easiest to adapt to change.

Choosing all the target audience and having a service that would benefit all would potentially have the greatest impact, but it is something that cannot be accomplished all at once. It was decided initially, to reach out to college students, who would be the easiest to target as they are the most susceptible to change and these students will eventually grow into working professionals and the elderly.

SELECTING A USER

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PERSONAS

After the research stage was over and the wants, needs and desires of the young people were identified and the user group was chosen, personas were created, to es-tablish were the service can be intertwined to encourage people to start drinking this healthy juice drink.

Ahmad, 19 is in his first year of college. He is doing his undergraduate and has classes every day of the week from 10 am to 6 pm.

Ahmad is a very social person, hyper and energetic and like every other boy crazy about sports. He is a smart kid, but gets distracted easily. At school Ahmed is part of the the entertainment society and likes to arrange different events for the college. He likes to drink things that are cold and chilled, to keep himself feeling fresh and likes to have carbonated drinks all the time. He knows they are not too good for him, but has them because they are tasty and out of habit too. Ahmed even claims that, while study-ing he lives on red drinks with caffiene as they keep him awake enable him to study.

After college he goes home for a while, enjoys sitting with his family and plays with his dog in the garden. He then goes to Hill Park where him and his friends meet up and play basketball and after the park he usually heads out for dinner with his friends before going home. The days when he doesn’t meet his friends and go for basketball, he goes to the library to study so that he can be free on weekends.

He is not really interested in sugarcane, and knows very little about it too and is unaware of green issues and sus-taining the environment.

CONCEPT IDENTIFICATION

CONCEPT IDENTIFICATION

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The main goal through this project was too improve the lifes of all those who were unaware of sugarcane juice and provide them with a healthy drink, which in turn can benefit the society and environment. However, dur-ing research it became evident that the target audience will need to be made aware at first and then be provided with the drink in a hygienic and clean manner. Something which they have not been used to seeing regarding sug-arcane juice and would rather consume what they already are even though many know the adverse affects of caffien-ated drinks.

For the development of the service it was not only im-portant to get user feedback but also crucial to look into existing models of companies selling and producing sugarcane juice. Cane-o-la, is an outlet based shop in Bangalore, India selling sugarcane juice along the same premise of what my project hopes to achieve, selling and consumption of hygienic sugarcane juice. They have a kitchen where the cane is peeled and cleaned and then transported to the retail outlet in a refrigerated vehicle. The vendors also maintain a high standard by wearing gloves and putting a facemask while extracting juice from the cane.

Looking at Cane-o-la, as a model for hygiene was benefi-cial, as it gave some interesting ideas for keeping the cane clean, fresh and hygienic but the branding of the outlet was dreary and monotonous, consisting of dull colours and a regular logo, which for my target audience would be inappropriate. Moreover, permanent fixtures would not be ideal for my service as this would limit the number of young people it would attract.

Fig7

Fig 8

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Another revelation was a pop-up based model kiosk of sugarcane juice that was stumbled upon during the research trip to Karachi, when going to a leisure club, Gymkhana. The pop up shop was made from bamboo, giving a natural and cooling effect and more importantly looked organic. There was even a mascot, an illustrated figure made from sugarcane. The mascot with vibrant colours, blue sunglasses, tongue sticking out as if enjoying the cane juice had somewhat of a buoyant appeal. Seeing a model like this seemed promising, and instigated ideas for my service. The machine that was being used to pro-duce the cane, had a natural cooling unit, which meant that no ice had to be added, which would be a plus point for my service, more importantly they were silent unlike the ones used during my pilot testing, which became another area to look into. The only problem here was the target audience. A concern here became that a similar idea had already developed in Pakistan, but the leisure club catered to the masses and not the urban youth.

For the sake of curiosity, a place that sells sugarcane juice in East London, Green Street was visited. Though the process by which the juice was crushed and made was the same, their machine had a cage around it almost like a protective covering from the environment. Moreover, the glasses provided were also for a change not glass mate-rial, but disposable ones, which meant better hygiene.

I wanted to create a service that would be exclusively for the college students of Pakistan. The service is meant to encourage college students to drink sugarcane juice, real-izing its benefits for themselves and the environment. Also to make them steer away from unhealthy global drinks to a much healthier and refreshing local juice drink, evok-ing a sense of culture within an urban context. The service also needed to engage the students in such a way to keep the student-sugarcrush relationship alive. The current trend displays that the young generation will not willingly to go a sugarcane juice stall to buy a drink, which meant that I needed to develop a service whereby the juice would come to them.

There are plenty of websites on sugarcane juice, suggest-ing that all the information regarding the juice is avail-able. The fact remains that despite the presence of these websites, students don’t indulge in it. Which means having a website as a service would not be very effective.

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For this purpose research was done on ice cream bicycle models, as they were a perfect example of going one place to another. A Walls Ice cream vendor was found for this purpose and asked a few questions about all the hotspots they visit to sell their ice cream and their timings to those hotspots.

Having a bicycle, as a service however would mean ‘pick up and go’ which again is something students are not really enthusiastic about, as they rather sit and enjoy what they drink over a chat. This meant exploring the idea of a café. From here the first concept that was developed was, working through a café in colleges where sugarcane juice would be produced and sold, and at regular intervals glasses of prepared sugarcane juice would be placed into the refrigerated compartment of the sugarcrush bicycle which would go around various hotspots to sell the juice to people. This concept again needed further refinement, as sugarcane juice starts to go bad in just about four hours and if any juice were left unsold, it would mean wastage and loss of revenue and material.

This section shows, some of the earlier illustrated models of the service using a bicycle and café. As the concepts started to develop, storyboarding began to help visualize how the service would run in a sequential manner, com-municating through all the touch points of the service. These storyboards helped in identifying loopholes that were further revised and converted into a seamlessly de-signed service.

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While thinking up a portable and effective service I came across ice cream vans in London, which are situated at famous hotspots of the city, such as the London Eye, South Bank, various Parks and are even seen at food markets. A coffee van was even spotted outside the London college of Communication. This model seemed attention-grabbing, as the vendor was caught making the coffee and then col-lecting the rubbish, putting it into bin bags and placing it at the back compartment of the vehicle, something which appeared to be a well-fitting model in my service.

Fig 9 Fig 10

SERVICE DEVELOPMENT

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the college. The sugarcane remains will be collected and converted into paper for use by students, teachers and administration.

The van will be used as a central point to extract and sell the juice, making it an important hub for interaction between the vendors, students and ultimately the brand. Once the students have their first drinks they are given a loyalty card.

Loyalty card: The loyalty card offers an incentive to go to the Sugarcrush mobile van to obtain a free drink. The juice being pro-moted as a healthy drink, is also encouraging people to walk around as they will have to walk from whether they are, towards the cafeteria to gain the juice drink. With the loyalty card students can purchase a free drink after every 9 drinks they purchase. Since it has been identified that students like entertainment and leisure activities, Sugar-crush aims to interconnect with its users every step of the way. After every 40 drinks, a student can be entitled to a discounted cinema ticket or a meal, (as identified as their favourite places to be at, during research) building on cus-tomer loyalty and encouraging all customers to become habitual drinkers of the juice drink.

For the service to be successful it was important to under-stand how to protect the interests of the students. Being able to protect an existing. yet fading juice drink against the external influences of western global drinks in the market while simultaneously benefiting the students, the environment and the business.

The Sugarcrush service involves Sugarcrush partner-ing with colleges and reaching a maximum number of students. The major component of this service would be a mobile van, followed by a loyalty card and thirdly the Sugarcrush cups used to drink the juice.

Van.Since the service does not have any website initially, printed material and banners are essential in proving information to the students. These posters will be placed on the van using upbeat and amusing messages, which will be changed constantly to keep the audience engaged. These poster advertisements will have photographs of sugarcane and illustrations on general health and well-being, interesting facts related to the environment and different stories regarding the service for all the students of

SERVICE DEVELOPMENT

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Cups for drinks:An important touch point for the end consumers (students) will also be the cups used to drink the drink. These cups unlike all others, will be made from sugarcane bagasse. Due to their biodegradable nature they can be disposed but since these cups have a very different and unique quality to them and are of one time use, students will be encouraged to prolong the life of these cups. Upbeat and catchy solutions, giving ideas on how these cups can be used after they finish drinking the juice will be provided at the back of the cups. As an incentive, Sugarcrush will pro-vide a sample to the student to carry on with the suggested idea of reusing the cup. For example, if the back of the cup mentions growing a plant, Sugarcrush will provide the seeds.

This service is even a driving force towards developing sustainability. Creating more eco-friendly products and green initiatives such as recycling, low carbon living and creating green jobs for the society. This will be achieved by recycling the cane used to make drinks and convering them into various different types of paper for the colleges.

Some companies were contacted in the process of testing the notion of the service. Although a pilot test has been conducted, which initiated positive feedback about the drink. The pilot testing was done during the earlier stages of the project during the research phase and used plastic glasses. With the development of the service testing had to be done regarding the idea of using recycled sugar-cane glasses to test the material and see its longevity and usability. A few companies were contacted such as Lon-don Bio Packaging, who delivered free samples of sugar-cane boxes. A company from Netherlands WASARA was also contacted, and provided a sample kit of sugarcane tableware, consisting of cups, plates and platter dishes. Since sugarcane paper was also part of the service, it was bought as well, while ordering tableware and boxes.

The WASARA cups/glasses were not only organic and natural, but they were different from the ordinary dispos-able ones used for take-aways or ones used at cafes or fast food chains. These cups were tested, filled with cold

water and orange juice ( to get as close as I could to pure fruit juice).rinsed out to see their durability. After the first wash, due to the material of the cup the flakes start ap-pearing which makes it just a one-time use cup.

To get an idea of the feel of sugarcane paper and the different types of paper sugarcane bagasse can be made into, a sugarcane hand made paper was bought from Falkiners, London, a sugarcane bagasse notebook was bought from staples to write on and lastly sugarcane paper was ordered from the On-line paper company, East Sussex.

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Since Sugarcrush is a service providing a high quality, fresh and hygienic drink unlike the sugarcane juice sold on roadsides, it was imperative to determine the price at which the juice drink would be sold to the students. As pointed out earlier, urban masses would consider a Rs. 5 or 10 juice drink cheap, it was essential to raise the bar, moreover, from the primary quantitative data analysis it was apparent that the age bracket below 30 preferred spending Rs.15-25 on the juice. For this reason, the price of the sugarcane juice drink was kept at Rs.25.

Although the direct costs for the business could not be ac-counted for, but Mr. Hasnain Lotia, who provided me with his juice machine for the pilot test, gave me a few rough estimates, as shown in the diagram. The email with Mr Hasnain Lotias estimates has been provided in appendix [D].

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Sugarcrush, being a relatively small brand present cur-rently only at colleges does not require a large amount of advertising, but relies heavily on word of mouth avertising, and advertisng on the sugarcrush juice van. It will estab-lish its visual presence in colleges, by uniformed vendors conducting a free trial and eventually giving out give-aways, as a form of rememberance. The giveways will in-clude, products made from sugarcane bagasse,(notebook, keychains and a designed cup). The giveaway will also include a booklet of sugarcane, creating awareness amongst the user group.

The service period, is all about giving people a taste of the good juice, and making them enjoy their encounter with the sugarcrush. The juice will be prepared live in front of students by vendors wearing gloves and hats to ensure hygiene and they have a choice of few different flavours

to select from. Students can then sit down at the cafeteria and enjoy thier drinks and encouraging students to re use their cups at home for different purposes, as they even though are biodegradable, their one time use will make them end up in the bin. At the end of each day cane is collected to be taken to the recycling unit to be convered into paper. If this service gains enough popularity and revenue, it could organize and sponser different events at schools, such as music festivals and food festivals. The loyalty card scheme can grow to provide more incentives than just free juice, and more healthy juice drinks could be added to the menu for greater variety. Contests can be arranged amongst colleges,to be creative with sugarcane, encouraging them to make their own sugarcane products, which could be sold to generate revenue for the colleges and sugarcrush.

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DESIGNING THE SERVICE

The logo for Sugarcrush had already been designed dur-ing the pilot testing phase, but the design of the service had yet to be created, enabling students to experience the brand in a tangible manner.

Many visual resources were looked into to envisage the branding of the Sugarcrush van as well as the features the van should possess. The van was branded using the colours of the Sugarcrush logo to create cohesion with the brands visual identity. With a touch of bright pink to enhance and compliment the green vehicle, the sides of the window will have two flaps/boards which will be used to display the menu and posters designed to advertise the health benefits of sugarcane juice.

The layout of the van should incorporate, An open win-dow allowing students to see inside the van, and the juice being prepared live, and through the window exchange of cash and juice will also be taking place. Inside the van, will bea sink for vendors to wash their hands, a place to keep the sugarcane machine, a refrigerator to keep the cane cool and protected from the environment. An area to stock cups, extra ingredients, straws and loyalty cards, gloves and cloth and utensils used during cane prepara-tion. And an area to store the crushed cane stock to be taken to the recycling factory to be converted into paper.

Since this brand is all about being organic, healthy, natural and environmentally friendly, i would consider it important to keep plants and flowers in season around the van to make the environment more attractive and refreshing.

The ‘wasara’ products were white, and continuity had to be transferred for a consistent brand image. Stickers were printed, with a green background the sugarcrush logo, to keep the cups simple. The shapes of the cups made it a little challenging to determine a right shape for the sticker, eventually curved ones were choosen as they fit the best. Letraset stamps were used to transfer letters on to the back of the cups, as this seemed like the best option.. .

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A Booklet will even be designed, to be given to stu-dents which will incorporate the same visual language and copy of the sugarcrush brand. The booklet, will enable students to gain an insight into the world of sugarcane, realize its benefits and hoping to encour-age them towards a postive change.

The loyalty card is an integral part of the service, as it is a tangible element that will always stay with the stu-dents. It was important to take the card as simple and attractive as possible with easy and achievable targets.

A business model canvas and blueprint of sugarcrush havebeen designed to show the over all structure of the business.

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Sample pre service sugarcrush journey

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sugar crush

sugar crush

Hassan and Saman, Vendors of Sugarcrush, drive down to a college, where they will engage with with students and introduce them to the Sugarcrush brand, a sugarcane juice brand targetting itself as healthy, fun and organic.

They arrive at the venue at lunch time to engage a maxium amount of students, wanting to have a drink with their lunch.

The juice is made fresh in front of all the students andSaman distributes the juice (sugarcane juice with different flavours)from the van while Hassan serves it outside the van, to reach a maximum number of students as a test trial.

Sugarcrush needs to make an impact as a new healthy,natural and organic drink for students. Therefore assoon as they get to the college,both Hassan and Saman get off the juice van and greet students in a fun and energetic manner to make an impact.

After the juice trial is over, Sugarcrush still wants to engage its potential audience, so Hassan starts talkingto all the students, gathering them together and asks them for feedback.

Hassan serves the juice drink to students from outside the van

sugar crush

sugar crush

Hassan and Saman, Vendors of Sugarcrush, drive down to a college, where they will engage with with students and introduce them to the Sugarcrush brand, a sugarcane juice brand targetting itself as healthy, fun and organic.

They arrive at the venue at lunch time to engage a maxium amount of students, wanting to have a drink with their lunch.

The juice is made fresh in front of all the students andSaman distributes the juice (sugarcane juice with different flavours)from the van while Hassan serves it outside the van, to reach a maximum number of students as a test trial.

Sugarcrush needs to make an impact as a new healthy,natural and organic drink for students. Therefore assoon as they get to the college,both Hassan and Saman get off the juice van and greet students in a fun and energetic manner to make an impact.

After the juice trial is over, Sugarcrush still wants to engage its potential audience, so Hassan starts talkingto all the students, gathering them together and asks them for feedback.

Hassan serves the juice drink to students from outside the van

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After the game is completed, Saman hands out the giveaways to all the students. The box contains items with the concept “ This is now the juice that you once drank”. The box contains, items made from the residue of sugarcane (bagasse) a notebook,cup made from bagasse with stickers and printed designs, a bagasse key chain and a sugarcrush loyalty card. All these itemsare given to students as a memory, developing connectionswith the brand. Aiming for students to hold on to this new healthy andnatural drink.

Getting a booklet with the benefits of sugarcane and its juice, sehr a student finds it very insightful and becomesa regular customer of sugarcrush.

LOYALTYCARD

RECYCLEDCANENOTEBOOK KEY CHAIN

CUP MADEFROM CANE

BOOKLET ON

SUGARCANE BENEFITS

sugarcanejuice benefits

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fresh & healthy

A delicious good habit

JUICE FIXATIONLOYALTY CARD

Get this card stamped each time you get a drink from SUGARCRUSH and after every ten stamps you get a drink free.

20% offon cafe meal

FREEDRINK

FREEDrink

fresh & healthy

MENU SUGARCANE JUICE INFO/ADVERTS

Hey Sehr, have you seen the new sugarcrushmobile near the cafe ?

Hey Sehr, have you seen the new sugarcrushmobile near the cafe ?

They have amenu. Howexciting!

How can i help you girls?

www.sugarcrush.com

Sehr is sitting in class and is getting tired and wantsto energize herself. She had a glass of sugarcrush in the morning but feels like having another one.

Looking at her loyalty card she realizes she can have a free drink

Sehr bumps into a friend who asks her about sugarcrush. Since they both wanted to have the drink but for different reasons they go together

Oh hey yea, had the juicea few times now, and guesswhat, i have a juice free!Ill come with you to avail it.

As they approach the van, both are happy with the vendors friendly attitude.

While Anam decides the flavour she wants to drink, sehr hands her loyalty card to the vendor.

Vendor looks at the loyalty card, and notices she has collected nine stamps and is entitled to a free drink. He gives the tenth stamp to record sehr availing the drink.

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Both Sehr and Anam go and sit at the college cafeteria benches, having a chit chat and enjoying their time while sipping on their sugarcane drinks

Anam pays the vendor for her cup of sugarcane juice

After the juice has been poured into the cups, the vendor uses tongs to add the extra indgredients Sehr and Anam wanted in their respective drinks.

Finally the vendor hands them straws to enjoytheir sugarcane juice

SUGARCANE

JUICE INFO

mint

mintginger

ginger

lemon

two friends wait while their juice is being prepared live. Anam is eager to try the new drink, sehr waits for her free treat

Both friends pick thier drinks up from the rack and place their cups where the juice will be dispensed.

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While sipping their drinks they notice what is written on the cups, and read it out to one another.

Reading whats on the cup, Anam goes to collect her seeds so she can grow her tiny plant.

Excited about their new cups and how they can usethem both Anam and Sehr decide to take them home for their respective new uses.

Dont leave me strandedin the bin after drinkingfrom me. You can use me as a pretty flower pot inyour room! As a starter take the seeds from us!

Plong me on your desk &use me as a little penholder.

After they go home the vendors collect all the residue of sugarcane at the end of the day and put it in bags

The bags are put in the vehicle to be taken to be recycled to make papers for the use of the college.

When home Sehr puts pens in her new pen holder and Anam puts the seeds she got today in her new Plant pot

admin

Anam is really happy with her encounter today with sugarcrush and really liked the juice too, and not having ever had sugarcane juice before she decides to blogher experience to encourage others and decides tohave sugarcane juice as a regular habit.

BLOG

SUGARCANE

JUICE INFO

SEED

S

While sipping their drinks they notice what is written on the cups, and read it out to one another.

Reading whats on the cup, Anam goes to collect her seeds so she can grow her tiny plant.

Excited about their new cups and how they can usethem both Anam and Sehr decide to take them home for their respective new uses.

Dont leave me strandedin the bin after drinkingfrom me. You can use me as a pretty flower pot inyour room! As a starter take the seeds from us!

Plong me on your desk &use me as a little penholder.

After they go home the vendors collect all the residue of sugarcane at the end of the day and put it in bags

The bags are put in the vehicle to be taken to be recycled to make papers for the use of the college.

When home Sehr puts pens in her new pen holder and Anam puts the seeds she got today in her new Plant pot

admin

Anam is really happy with her encounter today with sugarcrush and really liked the juice too, and not having ever had sugarcane juice before she decides to blogher experience to encourage others and decides tohave sugarcane juice as a regular habit.

BLOG

SUGARCANE

JUICE INFO

SEED

S

CONCLUSION

With the results of all the service design tools used, research and user testing undertaken, and the positive feedback they provided, it has been deduced that the project has a lot of potential and the goal set of changing the perception of sugarcane juice amongst the college going students of Pakistan can be achieved. Feeback from some teachers regarding the concept has been provided in appendix [E]. Nonetheless, there were a few limitations to this study.

The first being data collection and sample selection. Due to the time restrains of the Month of Rama-dan only friends and acquaintances were asked to take part in the workshop and pilot testing. Practi-cal considerations and limited financial resources and inclement weather restricted the pilot testing to be done at more public spaces where more crowds could be gauged to provide feedback.

Having created a service that revolved around colleges and providing incentives and benefits to students, was seen as a thrilling service as per feedback given by a college tutor. But I was unable to get insights from all college students, which would have been essential in determining the success of the service in that demographic. An essential area that the research failed to cover was the business aspects and components of the service. There is currently no industry utilizing sugarcane to make paper, a major cost can be foreseen to develop one but the costs have not been identified as a result of which the profitability of the business could not be determined as all the costs were not present to make a justified analysis. However, these costs can ascertained if more intensive research is done on the sugarcane industry and its technicalities. As I see such a service to be a potentially successful one as a new innovative business concept, calling on further research and developments.

Since the service targets students, it would have been beneficial if more relevant incentives were provided to the students and a student community was created using sugarcane juice as a motivat-ing factor. There were further interesting suggestions that were provided during feedback, which were looking into tetra pack models, and if this service is successful, making sugarcane juice a mass market product. So that not only students but the elder and younger generations could benefit from a healthy juice as well. Some people who have feedback about the project mentioned the need to have more local, refreshing and healthy juice drinks rather than just sugarcane as that would provide variety, and the business would have greater potential to grow. This again suggests future developments and investigation.

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36. The state of the paper industry, A collaborative report by the Steering Committee of the Environmental Paper Network, pg 2, [online] available at: http://www.greenpressinitiative.org/documents/stateofindustrysum-mary.pdf, [accessed date 21 Nov]

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39. 38. Yadav R.L, Solomon S, 2006, Potential of developing sugarcane by product based industries India, Sugar tech, 2(2&3), pg 105

40. Yadav R.L, Solomon S, 2006, Potential of developing sugarcane by product based industries India, Sugar tech, 2(2&3), pg 105

41.Yadav R.L, Solomon S, 2006, Potential of developing sugarcane by product based industries India, Sugar tech, 2(2&3), pg 105

42. Malik K.M., Gurmani M.H., 2005, Cane production guide, Dewan city, Distrcit Thatta, Dewan Farooque sugarcane research Institute, my choice printing press,(foreword)

43. Sahlman W.A., 2004,Innocent drinks, Harvard business school, pg 2

44. Sahlman W.A., 2004,Innocent drinks, Harvard business school, pp 4-5

45. Sahlman W.A., 2004,Innocent drinks, Harvard business school, pg 6

46. Sahlman W.A., 2004,Innocent drinks, Harvard business school, pg 7

47. Sahlman W.A., 2004,Innocent drinks, Harvard business school, pg 7

48. Sahlman W.A., 2004,Innocent drinks, Harvard business school, pg 7

49. Sahlman W.A., 2004,Innocent drinks, Harvard business school, pg 7

50. Sahlman W.A., 2004,Innocent drinks, Harvard business school, pg 7

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IMAGE REFERENCES

Fig 1. http://pakistanic.com/coke-studio-popularity-in-pakistan/

Fig 2. http://v10.lscache7.c.bigcache.googleapis.com/static.panoramio.com/photos/origi-nal/42418958.jpg

Fig 3. http://2.bp.blogspot.com/_zCIMUWoa_GM/TDF9YiccF9I/AAAAAAAAAps/g_UOwlCQ-1Lo/s1600/Espresso+outside.JPG

Fig 4. http://pakmediablog.net/2634/coke-cricket-junoon-campaign-review/

Fig 5. http://adsoftheworld.com/media/print/cocacola_explore?size=_original

Fig 6. http://ny-mafia.blogspot.com/2008/10/redbull-marketing-strategy.html

Fig 7. http://bangalore.metblogs.com/2008/01/30/cane-o-la/

Fi 8. http://cane-o-la.com/infra.php

Fig 9. http://www.dailymail.co.uk/news/article-1173362/The-PC-police-trying-drive-ice-cream-vans-streets.html

fig 10. http://www.flickr.com/photos/hazehaze/4527423773/in/pool-ice-cream-vans

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BIBLIOGRAPHY

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Smith S., Wheeler J.,2002, Managing the customer experience, Great Britian, Pearson Education limited

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Stickdorn M., Schneider J., 2010, This is service design thinking, basics, tools, cases,Netherlands, Bis Publishers

Kathryn Best, 2010, The fundamentals od design management, Switzerland,AVA publishing

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http://pakistan.saarctourism.org/pakistan-culture.html

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http://www.wasara.jp/index_e.html

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Vartanian, L.R. et al,2007, Effects of Soft Drink Consumption on Nutrition and Health: A Systematic Review and Meta-Analysis, American Journal of Public Health, Vol 97, No. 4, pp 667-675

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Vartanian, L.R. et al,2007, Effects of Soft Drink Consumption on Nutrition and Health: A Systematic Review and Meta-Analysis, American Journal of Public Health, Vol 97, No. 4, pp 667-675

Arif G.M, Hamid S, 2009, Urbanization, City Growth and Quality of Life in Pakistan, European Journal of Social Sciences, Vol 10, No. 2, pg 196

Euromonitor International, 2011, carbonates in pakistan,[online] available at: http://www.euromonitor.com/carbonates-in-pakistan/report, [accessed date 21 nov]

Euromonitor International, 2011, sports and energy drinks in pakistan, [online], available at: http://www.euromonitor.com/sports-and-energy-drinks-in-pakistan/report, [accessed date 21nov]

Euromonitor International, 2011, RTD coffee in Pakistan, [online], available at: http://www.euromonitor.com/rtd-coffee-in-pakistan/report, [accessed date 21 nov]

Euromonitor International, 2011, Fruit and vegetable juice in Pakistan, [online], available at: http://www.euromonitor.com/fruit-vegetable-juice-in-pakistan/report, [accessed date 21 nov]

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Kadam U.S, et al, 2007, Antioxidant activity in sugarcane juice ans its protective role against radiation included DNA damange, food chemistry 106, pg 1154

Karmakar R, Ghosh A.K, Gangopadhayay H,2011, Effects of pretreatments on physico-chemi-cal characteristics of sugarcane juice, Sugar tech, pg 64

Rakkiyappan P, et al, 2003, Juice chemical components and technological characteristics of some promising midlate sugarcane clones, sugar tech, vol, 5(4), pg 319

Oliveira et al, Microbiological evaluation of sugarcane juice sold at street stands and juice handling conditions in Sao Carlos, Sao Paulo, Brazil, 2006, cad. Saude Publica, Rio de Ja-neiro, 22(5), pg 1111

The state of the paper industry, A collaborative report by the Steering Committee of the En-vironmental Paper Network, pg 2, [online] available at: http://www.greenpressinitiative.org/documents/stateofindustrysummary.pdf, [accessed date 21 Nov]

Yadav R.L, Solomon S, 2006, Potential of developing sugarcane by product based industries India, Sugar tech, 2(2&3), pg 104

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Singh A.P., Lal R., Solomon S.,2002, Changes in ascorbic acid content in sugarcane affected with smut fungus, (ustilago scitaminea syd.), sugar tech, Vol 4(1&2), p 72

Sahlman W.A., 2004,Innocent drinks, Harvard business school, pp 1-13

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Appendix C

regarding the costs relating to sugarcane