coffee

KEEP IT CUP- REUSABLE COFFEE CUP
CAMPAIGN
ASSOCIATED WITH RICHIAMO COFFEE.

PREPARED FOR :
MADAM JAMIZAN JALALUDDIN @ MOHD RASYID/ MADAM FARRAH HANANI
PREPARED BY :
NOR AMANIE BT ADENAN
(2017700965)

BACKGROUND STUDY

Coffee is one of the world's most famous beverages. For those who
are coffee lover, now many coffee shop doing many flavor for those
who are interested. Now many well-known brand in the market that

produce coffee shop. One of the brand got name which is now
increase is “Richiamo Coffee". This coffee shop is based on

Malaysia brand. This study is focused on their disposable cup and
straw to change into reusable coffee cup and stainless steel straw.

This is a green initiatives campaign that aims to cut the
environmental waste generated by disposable cups, a large

contributor to our waste
and landfill problems.

PROBLEM STATEMENT

1. Disposable cup is a large contributor
to our waste and landfill problems.

2. use and throw is becoming a growing
consumption habits.

3. the effort to create awareness to
the society about unprecedented

amount of waste.

RESEARCH OBJECTIVE

1. introducing to all customers the
effects of using disposable cups

and straw.

2. reduce the disposable cups consumption.

3. educate people on the benefits
of reusable cups and straw to the

environment.

SWOT

S = high products specialization, higher
quality assurance

= long term and profound effects in term
of plastic use can be expected
W = weak initial cash flow
= slow technological innovation
O = green marketing
= global expansion
T = economic factor: inflation

= competitors offering similar products

AIMS AND RECOMENDATION

Aim- t o reduce unprecedented
amount o f waste and

improve health by u s i n g
reusable coffee cups and

s t raw
Recommendation - Richiamo needs to be keen

on promoting
reusable cups and straw

t h rough
socialmedia.

CURRENT STITUATION ANALTSIS

1.Age
A. 15-18
B. 19-23
C. 24-28
D. 29+
2.Gender
A.Female
B.Male
3.Occupation
A.Student
B. Civil servant
C. Private sector
4. Do you buy takeaway coffee?

A. Yes
B. No
5. How many takeaway coffees do you buy per week?
A. 1 to 3
B. 4 to 9
C. 10+
6. Have you thought about how disposable cups effect the enviroment?
A.Yes
B.No
7. Do you know if disposable cups can be recycled?
A.Yes
B.No
C. Not sure

8. Do you carry your own reusable cup?
A.Yes
B.No

C.Sometimes
9. Would you try a reusable cup if cafes gave you discount?

A.Yes
B.No
10. Would you like to carry your own reusable cup?
A.Yes
B.No
11. What would stop you from using your own cup?
--------------------------------------------------------------
12. Do you have any suggestion for making it easier to use your own cup?
---------------------------------------------------------------
13. If you decide to use your own cup, will you suggest this to your friends?
A.Yes
B.No

DATA COLLECTION

• The target demographic for this research is predicated on a number of
factors. First,

the target customer should be someone who is loved Richiamo Coffee.
• Second, this customer should also be a person who has experience in

ordering hot beverages in a local coffee house.
• Thirdly, for the purposes of this study, the customer should be a person

who has
an interest about any kind of environmental issues.
• This research focused on hot beverage customers rather than providers
of hot beverage services. I have ninety three participants for this

research. I asked three demographic questions
to the participants such as ranges of age, gender and occupation.

As I mentioned above, I have ninety three survey participants who gave answer the
survey questions, and designed the age range as four groups; the first age group is

fifteen to eighteen years old, the second group is nineteen to twenty three years
old, and the third group is twenty four to twenty eight and lastly twenty nine years
old and over. The seventy-eight survey candidates are mostly a student and ten are

private sector and twelve are civil servant.
Results from the survey

According to the result of the survey, nearly 75%of the respondents
drink at least one hot beverage in a week. Furthermore, over eighteen percent
purchase a hot drink every day. Based on the result, it can be said that hot beverage
consumption at coffee house is not a special culture or trend, but merely a daily life
behavior of ordinary people.Furthermore, this statistic information result shows that

the target of this market is not narrowed but spreads throughout everyone.

A question I asked the respondents was whether they are aware of the environment
problem of using disposable paper cups. Almost 84% of them answered that they understand
using disposable cup would lead to an environmental problem. It can be said, then, that most
people are already informed about the environmental damage by consuming disposable cups.

There is another interesting result from the survey.
Even though almost 84% of the

respondents were not sure if disposable cup can be recycled or not of the negative effects in using
disposable cups, only 13.30% of them use reusable cups when ordering beverage. According to the result

I can formulate a hypothesis such as while the people already recognize the harm posed by using paper
cups and also realize what they have to do for solving this problem, only a few of them try to put
this thought to action.

Other than that almost 95% are interested in using reusable cups. It seems that the principal reward of
price reductions provided by coffee brands is not a convincing factor for customers to change their
current behavior. As an alternative solution, the environmental effects of reusable cup utilization can
be presented to the customers in detail, thereby raising their self-esteem and motivation for
such practice.
I have also identified how often the customers use reusable cups, as well as the
inconvenience factors when using them. 50% of the users utilize the reusable cups constantly
and have pointed out maintenance reasons, cleanliness, as a factor of inconvenience. As an
alternative, there could be a system where reusable cups can be maintained efficiently, or a
guideline that helps customers to manage their cups.

Furthermore, the majority of the non-users responded inconvenience was the main reason for
not using reusable cups – such as the size and weight of the cups, washing and maintenance
problems. Most respondents stated that if they do use reusable cups, it would be preferable

to use a light, stainless steel tumbler that easy to manage. And almost 90% would
recommend and suggest to their friend on the reusable cup.

Through the conducted surveys and interviews, I was able to recognize a variety of opinions
regarding the usage of reusable of cups. It is apparent that respondents who use reusable
cups basically have a concern for environmental issues, as well as non-users who are at least

aware of the problem.
For many reasons, however, customers are unable to put their thoughts into action despite
the fact that they know how to act in a socially responsible way.Furthermore, stainless steel

tumblers appear to be the most preferable form of reusable cups for potential users.
Essentially, they must be presented with a plan

which addresses the maintenance and washing inconveniences.

DESIGN DIRECTION OPTION

• 1. Research about the current issue ; disposable coffee cup
• 2. research for the solution of the problem from previous practice
• 3. Research on disposable coffee cup
• 4. Survey(questionnaire) about the disposable coffee cup
• 5. design planning ( brand identity, theme and concept, sketch ,

digital).
• 6. Design Execution
• 7. Market and promote

CREATIVE VISUAL DESIGN

• concept- NATURE, MINIMALIST
• Theme- FLAT, VECTOR

DESIGN IMPLEMENTATION AND
EVALUATION

logo KEEP
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KEEP IT
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KEEP IT CUP KEEP IT CUP

KEEP IT KEEP IT
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KEEP IT CUP

product

product D
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STEEL MATERIAL

D
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BAMBOO MATERIAL

PRODUCT DEVELOPMENT ITEMS

DESIGN 1 DESIGN 2

www.richiamocoffee.com
0167430565

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CONCLUSION

This research was carried out in order to find some reasonable solutions for reducing the
waste in order to increase sustainability. After recognizing that one of the greatest concerns for
coffee industries is the environmental problem caused by mass paper cup usage in coffee shops, I
have researched ways in which it may be addressed. In order to observe the problem in detail, I
focused on how the alternative solution – increasing the customers’ reusable cup usage – may be
achieved, specifically by behavior change with motivation. With this approach, I have presented

several solutions which integrate customer motivation and package design. In observing the
environmental problem posed by paper cup consumption, this project looked at a branded
coffee shop, RICHIAMO COFFEE. Being one of the coffee franchise businesses, RICHIAMO
COFFEE already had interest in the paper cup problem, trying numerous ways in which the situation
may be solved. However, it appears that their efforts are on a standstill, and other solutions are in

need.
When carrying out the research, I tried to define why customers, who are aware of the environmental

problem of using paper cups, are not able to act according to the way they think. By studying
various literature reviews, I was able to acquire a broad perspective of the behavior motivation and

the steps required to make a behavior change.