Bbus

BACHELOR OF BUSINESS (HONS) PROGRAMME

MKT 4218: NEW PRODUCT AND INNOVATION

JANUARY 2016

TITLE: NEW PRODUCT AND INNOVATION

(INDIVIDUAL ASSIGNMENT)

NAME : ONG SENG JUN

MATRIC NO : I14005728

COURSE : BARCHELOR OF DEGREE (HONS)

INTERNATIONAL BUSINESS

SECTION : 1IB1

LECTURER : MS LIEW HEONG SHYA

NAME : ONG SENG JUN

MATRIC NO : I14005728

COURSE : BARCHELOR OF DEGREE (HONS)

INTERNATIONAL BUSINESS

SECTION : 1IB1

LECTURER : MS LIEW HEONG SHYA

DATE OF SUBMISSION: 14th MARCH 2016

I declare that this assignment is my own work entirely and suitable acknowledgement has been made for any sources of information used in preparing.

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1.0 Problem Statement

The current packaging of Drinho in the market can be considered as quite good so far, since it had achieved the three basic principles of a product packaging. And the products is quite popular in the market. However, the Drinho’s company still have some spaces of improvement that could be to attract more targeted or potential customers and become popular more and more in the market. There are some of the problems that could be identified from the current design of Drinho’s packaging is the capacity of the volume of Drinho’s product is quite small and there is no proper handling for consumers to hold on. Nowadays, a lot of beverages companies had already come out some creative and unique packaging to catch the customers’ attention, and gain a chance to persuade customers from purchasing their product, even influence their friends or family from them to buy Drinho’s products. Based on this situation in the market, Drinho should have to do something that could catch customer's attention and maintain or broaden their market share in the beverage market.

2.0 Proposal

2.1 New Package & New Look

Drinho’s current packaging is around 125 ml per pack. Which is fulfill in a packaging material is polyethylene terephthalate (PET). This plastic packaging material is...