2 Kafe Booah:Unique Malaysian Fruit Concept Cafe NUR ATHIRAH BINTI ZUBAIRI(2020856222)
TABLE OF CONTENT 1. Introduction 2. Problem Statements 3. Objectives 4. Significants/Aims 5. Gantt Chart/ Weekly Schedule 6. Research Tittle 7. Research method 8. Result Survey 9. Usefullness/implication 10.Commercialisation Potential 11.Novelty 12.Competitors 13.Current Situation Analysis 14.Literature Review 15.Data Collection 16.Research Process 17.Media Planning -Goals 18.Creative Design Strategy 19.Design trend 20.Aim & Recommendation 21.References 4 6 7 8 9 11 13 14 21 21 22 22 23 27 29 32 75 76 77 79 95 Kafe Booah:Unique Malaysian Fruit Concept Cafe 3
INTRODUCTION Fruits, which are consumed because of their excellent taste and health benefits, mainly contribute carbohydrate, dietary fibre, vitamins and minerals to balance the human diet. Fruits have been a part of the human diet since the dawn of history but their nutritional importance has only been recognised in recent times. Commerce in fruits began in the 1980’s when awareness on their nutritional importance has risen. Since then, its demand in the international markets has also increased tremendously. Hence, many tropical countries have moved from small, scattered farms to large commercial fruit plantations References: http://psasir.upm.edu.my/id/eprint/18264/ The Unique of Tropical Fruit in Malaysia 4 Kafe Booah:Unique Malaysian Fruit Concept Cafe
KEYWORDS • Unique • Malaysian • Fruit • Concept • Cafe Kafe Booah:Unique Malaysian Fruit Concept Cafe 5
• Some non commercial seasonal and wild tropical fruits in Malaysia are less popular and sometimes grown locally for consumption and medicinal purposes. Their potential for rich polyphenolic compounds, carotenoids, anthocyanins, fatty acids, minerals, and amino acids is yet to be explored by the scientists. PROBLEM STATEMENTS 6 Kafe Booah:Unique Malaysian Fruit Concept Cafe
To promote the Malaysian tropical fruit through illustration in environmental design which is concept cafe To encourage people know the taste of rare tropical fruit in Malaysia. To share a knowledge to the people about Malaysian fruit and it’s benefit. 01 02 03 OBJECTIVE Kafe Booah:Unique Malaysian Fruit Concept Cafe 7
SIGNIFICANT OF THE PROJECT To attract people know more about the tropical fruit of Malaysia or local fruit that so many people didn’t know more about the vitamin also in fruit like kedondong, ciku, salak, nanam(katak puru),bacang, pulasan, ciku , manggis ,durian, jambu air, bidara, belimbing and so on. 8 Kafe Booah:Unique Malaysian Fruit Concept Cafe
GANTT CHART Kafe Booah:Unique Malaysian Fruit Concept Cafe 9
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TITTLE PROPOSAL • Best of Malaysia Tropical Fruit • The fantastic Malaysia Tropical Fruit • Discovering Malaysian Fruit. • Healthy Malaysian Tropical Fruit • Splash of freshness for a Tropical Fruit in Malaysia. Kafe Booah:Unique Malaysian Fruit Concept Cafe 11
• Booah Cafe • KITA Cafe • Jom Singgah Cafe • True Taste Cafe • Freshen Up Cafe • Tempting Cafe CAFE NAME PROPOSAL 12 Kafe Booah:Unique Malaysian Fruit Concept Cafe
Primary Data • Questionnaire ( to get public response regarding the issue and to know how concern they’re about this issue). Secondary Data • Online Research ( Find through digital article, journal, website to get more information about tropical fruit in Malaysia. RESEARCH METHOD Kafe Booah:Unique Malaysian Fruit Concept Cafe 13
Section A - Respondent Demografic Questionaire RESULT 14 Kafe Booah:Unique Malaysian Fruit Concept Cafe
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Section B - The Unique of Tropical Fruit in Malaysia Kafe Booah:Unique Malaysian Fruit Concept Cafe 17
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Section C - Problem Solving Suggestions Kafe Booah:Unique Malaysian Fruit Concept Cafe 19
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USEFULNESS/ IMPLICATION COMMERCIALISATION POTENTIAL Academic • Can give students the opportunity to do research on tropical fruit that unpopular in Malaysia. • People and tourist can know the taste of tropical fruit in Malaysia. Managerial • Non-seasonal fruits which have potential to be exported • Seasonal fruits which have potential both for domestic consumption and export. 1. Propose as environmental design through concept cafe, this could be a best opportunity to make sure this concept cafe will succed. 2. This concept cafe is targeting Malaysian, tourist and also tourist expat 3. The environmental design from the tropical fruit itself can be the illustration at the concept cafe can give people awareness about the tropical fruit and also can know the taste og tropical fruit. Kafe Booah:Unique Malaysian Fruit Concept Cafe 21
These concept cafes aim to offer a unique and memorable experience beyond serving rare Malaysian tropical fruit desserts, goods and merchandise. This can attract customers who are looking for something different and enjoy immersing themselves in the cafe's particular theme or concept. The success of such cafes depends on their ability to execute the chosen concept effectively and create a welcoming and enjoyable atmosphere for customers. NOVELTY COMPETITORS • Fruitmade Cafe • Kampung Hulu • Durianity Cafe • Mykori Cafe 22 Kafe Booah:Unique Malaysian Fruit Concept Cafe
CURRENT SITUATION ANALYSIS Kafe Booah:Unique Malaysian Fruit Concept Cafe 23
CURRENT SITUATION ANALYSIS 24 Kafe Booah:Unique Malaysian Fruit Concept Cafe
Tropical fruits are widely grown in the countries like China, Malaysia, India, Thailand, Sri Lanka,Pakistan and Myanmar. The fruits growing in these countries are classified into commercial and non commercial fruits. Commercial tropical fruits are available throughout the world and are grown commercially at large scale, while non commercial tropical fruits are grown locally for consumption and also for medicinal purposes and referred as ‘underutilized’. Under-utilized tropical fruits are less popular, grown wildly, highly seasonal, have under-exploited potentials and not ready for commercialization. Malaysia has a rich diversity of tropical fruits including common, orna-mental, rare, wild fruits and highland fruits. Furthermore, most of the indigenous fruits of Malaysia are considered underutilized. LITERATURE REVIEW Kafe Booah:Unique Malaysian Fruit Concept Cafe 25
LITERATURE REVIEW - ONLINE RESEARCH Article: https://mech.utm.my/wp-content/uploads/2017/01/05-An-Overview-of-Fruit-Supply-Chain-in-Malaysia.pdf 26 Kafe Booah:Unique Malaysian Fruit Concept Cafe
LITERATURE REVIEW ‘ SEREMBAN - The average value of Malaysia's tropical fruit exports increased from RM821.5 million in 2015 to RM1.124 billion in 2018, which is an average increase of 12.29 percent per year. ” https://www.sinarharian.com.my/article/102389/berita/nasional/eksport-buah-buahan-tropika-malaysia-meningkat https://www.utusan.com.my/berita/2021/05/fama-bantuselesai-isu-lambakan-buah/ TUMPAT: Several approaches have been taken by the Ministry of Agriculture and Food Industry (MAFI) to deal with the issue of dumping agricultural products such as fruit that failed to be marketed during the Movement Control Order (MCO) 3.0. Deputy Minister of Agriculture and Food Industry II, Datuk Che Abdullah Mat Nawi said, among other things, he mobilized the Federal Agricultural Marketing Authority (FAMA) as much as possible to help the farmers involved. Kafe Booah:Unique Malaysian Fruit Concept Cafe 27
https://www.thestar.com.my/news/nation/2023/05/13/tropicalfruits-cheaper-now PETALING JAYA: Due to an abundance of supply, some tropical fruits are now being sold in the market at very low prices, benefiting both traders and consumers. The huge supply of mango imported from Thailand has been an opportunity for local fruit sellers such as Mohd Faisal Hassan. The 38-year-old said he had made up to 40% profits for the past month due to the ongoing demand. 28 Kafe Booah:Unique Malaysian Fruit Concept Cafe
DATA COLLECTION Journal homepage: https://www.researchgate.net/publication/311988607_Consumption_Pattern_on_Fruits_and_Vegetables_among_Adults_A_Case_of_Malaysia Kafe Booah:Unique Malaysian Fruit Concept Cafe 29
DATA COLLECTION Article: https://mech.utm.my/wp-content/uploads/2017/01/05-An-Overview-of-Fruit-Supply-Chain-in-Malaysia.pdf 30 Kafe Booah:Unique Malaysian Fruit Concept Cafe
DATA COLLECTION Kafe Booah:Unique Malaysian Fruit Concept Cafe 31
SWOT ANALYSIS • Strengths: Concept Cafe as promotion of the Tropical Fruit. • Weaknesses: Still unknown or new to people • Opportunities: This concept cafe can be expanded to the people who didn’t know about the local Tropical Fruit. • Threats : People lack of knowledge about the multivitamin in Tropical Fruit. 32 Kafe Booah:Unique Malaysian Fruit Concept Cafe
IDENTIFY TARGET AUDIENCE Demographic: Age: Malaysian, tourist and tourist expat Gender : Male & Female Location : Malaysia Psychographics: Personality: Interested with fruit (fruit lover) & not a fruit lover. Value: Appreciation, increasing knowledge about fruit and the comsumption of fruit. Kafe Booah:Unique Malaysian Fruit Concept Cafe 33
The Federal Agricultural Marketing Authority (FAMA) is a statutory body under the Ministry of Agriculture and Food Industries. FAMA's responsibility is to improve the marketing of agro food products such as vegetables, fruits and agro-based industry products. To drive the domestic and international marketing sector, FAMA in its role of marketing agro food products initiates to expend the market size of agro food products and increase agriculture and agro-based industry products to ensure it is available and can be obtained at affordable prices by consumers. To implement this role FAMA has been continuously intensifying efforts to enhance efficiency in the marketing chain by focusing on the following items; - Strengthening supply through Contract Farming Program; - Expand market access; and - Improve the promotion of domestic and export markets. COLABORATION 34 Kafe Booah:Unique Malaysian Fruit Concept Cafe
MIND MAP Kafe Booah:Unique Malaysian Fruit Concept Cafe 35
MOODBOARD 36 Kafe Booah:Unique Malaysian Fruit Concept Cafe
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SKETCHES 40 Kafe Booah:Unique Malaysian Fruit Concept Cafe
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INTERIOR SKETCHES 42 Kafe Booah:Unique Malaysian Fruit Concept Cafe
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MENU BOOK SKETCHES 44 Kafe Booah:Unique Malaysian Fruit Concept Cafe
IDEATION BRANDING Kafe Booah:Unique Malaysian Fruit Concept Cafe 45
LOGO DEVELOPMENT 46 Kafe Booah:Unique Malaysian Fruit Concept Cafe
FINAL LOGO Kafe Booah:Unique Malaysian Fruit Concept Cafe 47
INTERIOR CAFE 48 Kafe Booah:Unique Malaysian Fruit Concept Cafe
WALL MURAL DESIGN Kafe Booah:Unique Malaysian Fruit Concept Cafe 49
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