2022 Virtual Summer Course
Report
Development of Functional Egg
“Crispy Duck Egg Chips”
Group 1
Ajay Ranjit Sawant
Alyaa Nur Athifah Azzah
Sabna Balqist Budiman
Rauzatul Oktavanya
Abubakar Bunu usman
Faculty of Animal Husbandry
Universitas Padjadjaran
Contents
Introduction 3
Background 3
Objectives 3
Product Description 4
Product’s name 4
Ingredients 4
Procedure 4
Packaging and label 4
Strength, weakness, opportunity, and threat (SWOT) analysis 4
Cost Analysis 5
Cost description 5
Analysis 5
Marketing Strategy 6
Market Platform 6
Market Segmentation 6
Strategies 6
Conclusion 7
References 8
Team Roles and Documentations 9
Introduction
Background
Are there any theories, concepts, terms, and ideas that may be novel and will
require you to provide any additional explanation?
Any historical data that need to be shared in order to provide context on why the
current issue emerged?
Are there any concepts that may have been borrowed from other disciplines that
may be unfamiliar to the reader and need an explanation?
Citations from research articles in peer-reviewed journals (published within 2012-
2022) are required.
Objectives
Provide strong report objectives using the SMART format; Specific, Measurable,
Achievable, Relevant, Time-based.
Product Description
Product’s name
A unique product’s name and brief description
Ingredients
Bullets/Numbering/Table including image of ingredients and brief description.
Procedure
Flowchart/Table including brief descriptio
Packaging and label
Illustration including brief description
Strength, weakness, opportunity, and threat (SWOT) analysis
Bullets/Numbering/Table/Illustration and brief description.
Cost Analysis
Cost description
Category 1 : Ingredients
No. Item Amount Unit cost (IDR) Total cost (IDR)
1 egg 10 Rp. 3.300
2 Broth
Powder
(Masako)
3 Salt
4 Cornstarch
5 Water
Category 2 :
No. Item Amount Unit cost (IDR) Total cost (IDR)
Analysis
1. Fixed costs =
2. Variable costs =
3. Capital =
4. Selling price =
5. Net profit =
6. Break-even point (BEP) =
Brief description of cost analysis.
Marketing Strategy
Kotler, Armstrong, Saunders and Wong, (2001:5), define marketing as a social
and managerial process by which individuals and groups obtain what they need
and want though creating and exchanging products and value with each other.
Market Platform
Social Media Marketing.
Social media is an incredibly effective way to engage with new, current
and prospective customers. But, not every social media platform is created
equally. To develop an effective social strategy, we focus on the social channels
that best suit our brand. Based on our market segmentation, social media
platforms that may work well for our businesses are Facebook, Twitter,
Instagram, and TikTok.
Market Segmentation
Market segmentation is the process of dividing prospective consumers into
different groups depending on factors like demographics, behavior and various
characteristics. Market segmentation helps companies better understand and
market to specific groups of consumers that have similar interests, needs and
habits.
In general, there are three basic types of marketing segmentation:
1. Behavioral
Our product are targeted at people who like salty snack and non- allergic
to duck egg.
2. Demographic
Our product are targeted at young adults between the age of 15 to 25
regardless of status, economic level, or education.
3. Geographic
According to the Ministry of Agriculture (Kementan), national egg
consumption will reach 5,15 thousand tons in 2021 and it’s centered in
west java. Based on this data, our product targeted customers in west java.
Strategies
Short-term Strategies
1. Publishing and posting content
Rules of thirds
- ⅓ of our content promotes our business, converts readers and generates
profits
- ⅓ of our content shares ideas and stories from thought leaders in food
industry or like-minded businesses
- ⅓ of our content is personal interactions with dakers
2. Engage dakers
Posting content on our profile isn’t enough. Probably we have to follow
back the most passionate fans or as simple as responding to their questions
or comments.
3. Social media advertising
This one can be extremely powerful. Due to social media sites have
extensive targeting options.
Long-term Strategies
1. Hosting an online giveaway
2. Start an affiliate program
3. Open offline store
Conclusion
Duck is the common name for numerous species of waterfowl in the family
Anatidae. Ducks reproduce by laying eggs. Duck eggs are incredibly nutritious
which make them a prominent part of staple diet in health-conscious communities.
They have a stronger nutrient profile than eggs of any other poultry bird. We use
duck eggs as raw materials in our product, namely Dakchips.
Dakchips are snacks made from duck eggs. The name of this product is inspired
by the pronunciation of the word ducks. Besides that, the tagline of this product's
name is "stay safe and duck on!". In marketing Dakchips, two strategies are used,
short-term strategies by social media advertising, publishing and posting content,
and engaging the potential consumer. Also the long-term strategy by hosting an
online giveaway, start an affiliate program, and open the offline store.
References
APA Style
Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (2002) Principles of
Marketing. 3rd European Edition, Prentice-Hall, London.
Team Roles and Documentations
No. Name Role
1 Ajay cover + editing
2 Afzaal introduction
3 Abubakar product description
4 Alyaa cost analysis
5 Sabna Balqist marketing strategy
6 Rauzatul conclusion + powerpoint
Date: July 26th, 2022
Screen capture team meeting and insert here
Date: July 27th, 2022
Screen capture team meeting and insert here
Date: July 28th, 2022
Screen capture team meeting and insert here
Date: July 29th, 2022
Screen capture team meeting and insert here
