25-June-2021

YUMMY MEAT DELIGHT

Product Design & Development
Semester Project

CAPITAL UNIVERSITY OF SCIENCE & TECHNOLOGY (CUST)

Muhammad Jehanzeb Shahid

MEM193005
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Contents

Contents ................................................................................................................................................................. 1
Acknowledgements ................................................................................................................................................ 2
Mission Statement .................................................................................................................................................. 3
Introduction ............................................................................................................................................................ 4
About Goat Meat .................................................................................................................................................... 5
Pakistan’s Goat Meat .............................................................................................................................................. 7
Available Goat Meat Products in Pakistan.............................................................................................................. 8
Need Analysis ......................................................................................................................................................... 8
Market Segment ................................................................................................................................................... 10
The Idea ................................................................................................................................................................ 10
Methodology--Potential Customer Reference ..................................................................................................... 12
System Design ....................................................................................................................................................... 12
Design Detail of Concept ...................................................................................................................................... 13
Local Competitors ................................................................................................................................................. 13
Cost Estimations ................................................................................................................................................... 14
Product Features .................................................................................................................................................. 15
Conclusion ............................................................................................................................................................ 16
References ............................................................................................................................................................ 17

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Acknowledgements
This report is written as semester project for the course of Product Design and Development in which
qualitative research is performed to conceptualize the idea of affordable goat meat product. Author
is thankful to all resources included but not limited to the course Instructor, respondents and all
concerned. Their help and guidance have helped me in completing this document in time.

Muhammad Jehanzeb Shahid

MEM193005

Disclaimer: All references have been provided. Estimates are tentative, and identity of participants is not declared

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Mission Statement
The proposed product is aimed to fulfill the meat nutrition requirement of the particular target
audience with a main objective of providing healthy meat in affordable price.

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Introduction
In Pakistan, variety of Halal meat is used as one of the key ingredients of food at domestic and
commercial level. In this project, it is required to design a product from goatmeat or mutton for which
research is conducted to understand this meat category after which an innovative product is to be
designed.

Food items are most significantly consumed around the world. It is by far, the basic need of human
life after water and air. In food industry, the importance of product design, development and
packaging cannot be sidelined. It is mainly because of factors like health, nutrition, standards,
business, demand and supply etc. This project is be focussing on goat meat or mutton, its important
usages and a product design.

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About Goat Meat

Meat is considered to be a main ingredient of human food consumption in most parts of the world.
According to World economic forum, top annual consumption of mean per capita was recorded in
USA.

Meat consumption is related to living standards, diet, livestock production and consumer prices, as
well as macroeconomic uncertainty and shocks to GDP. OECD Meat consumption index shows that
Pakistan will consume 6.8 kg/capita meat by 2029. Following figure shows the country-wise meat
consumption till 2029:

While the global meat industry provides food and a livelihood for billions of people, it also has
significant environmental and health consequences for the planet. This indicator is presented for beef
and veal, pig, poultry, and sheep. Meat consumption is measured in thousand tonnes of carcass weight
in kilograms of retail weight per capita.
(Note: Carcass weight to retail weight conversion factors is 0.7 for beef and veal and 0.88 for both sheep meat and poultry meat)

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Pakistan’s meat consumption has following main categories:

Mutton or goat meat Beef Chicken

Fish Other sea food

Goat meat or Chevon is a good alternative to traditional meats. It is leaner nutritious meat and has
been a staple red meat in the diet of many cultures worldwide. It is the source of proteins, fats,
cholesterol and mineral like iron, potassium and sodium, (USDA National Institute of Food and
Agriculture, 2018).

Sustainability, (2019) report shows that worldwide the consumption of goat meat has increased
largely due to its distinct nutritional attributes when compared to other red meats. In addition to being
a good source of dietary protein for human beings, chevon comparatively has a lower total fat,
saturated fatty acid and cholesterol content, which makes it a healthful product.

In Asia, China, India, Pakistan and Bangladesh are home to large goat populations with Chinese goat
populations constituting 14.85% of the global goat population. Nigeria, Sudan and Ethiopia are the
African countries with the most goats and their total goat population, 135,404,892 million, constitutes
13.5% of the global goat population. Following statistics summarize the goat population in Asia:

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Pakistan’s Goat Meat

There are more than 30 types of goats abundantly available in Pakistan, a few of them are listed in the
following table:

Breed Product Areas of

Concentration
Barbari Milk and Dadu, Sukkur,
Meat Nawabshah &
Mirpur Khas in Sindh.
Sahiwal, Lahore, Jhang,
Faisalabad & Sargodha in
Punjab.
Chappar or (Kohistani or Jabli) Meat Nawabshah, Tharparkar,
Karachi and Lasbela
Kamori Meat and milk Hyderabad, Nawabshah,
Larkana
Nachi (Bikaneri) Meat and Bhawalpur, Multan,
Hair Sahiwal
Sindh Desi Meat and milk Dadu, Shikarpur, Sukkur
Nawabshah

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Available Goat Meat Products in Pakistan

Following figure shows the abundant meat consumption types in Pakistan:

Fresh Goat

Mutton Offal
Minced
goat meat Chevon

Chops

Meat balls

Souce: Metro

There are different price categories of goat meat in Rawalpindi and Islamabad. In CDA developed
sectors, there are branded meat shops selling approved standard meat but their price per kg is higher
than the open market. On average, mix meat pieces are available between Rs. 1,000 to 1,300 per kg
in grilled meat shops where as thigh or shoulder pieces are sold at 1,300 to 1,500 per kg. Minced meat
varies between Rs. 1,000 to 1,300 depending upon the quality of piece selected by the customer.

Open market rates in Rawalpindi fluctuate between 1,150 to 1,350 (e.g., Gulzar-e-Qaid, AECHS,
Scheme-3 etc.) but they do not follow any standards, hence the products can cause health issues.

Need Analysis
It was observed that mutton is available in local markets but there are certain hygienic issues that
make the use of the associated product quite vulnerable. Local markets shops do not exhibit and
maintain the standards of high quality. The butchers bring slaughtered chevon to shops and hang it
over the iron hooks as display, all day long in heat, dust and smoke etc.

It remains there all day, if not sold and then being put in a deep freezer; displayed again the next day.
This not only rot the meat but also decrease the nutrition from it. Let it be low cost, but unfortunately,
it can be extremely dangerous for health.

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Heat Dust Insects

sunlight smoke and dirt Flies and Mosqitoes

As shown in the figure above, these and many other unhygienic factors make it unfeasible for the
consumers of all age to use this type of meat, especially kids of age 2-7 and senior citizens of age 60
and above.

A need is felt to introduce a product of goat meat that can be consumable for all age groups but in
particularly, focussing on dietary requirements of kids and old age people.

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Market Segment
Kids of age 2-7 years and senior citizen having age of 60 years and above have multiple health issues,
however most common problem is that the chewing of food is a difficult task. Meat products are
generally hard in nature and require a lot of chewing before gulping in, otherwise there can be severe
digestion problems. More importantly, issues of teeth and gums appear frequently. A few teeth
hygiene issues are:

Gingival Hyperplasia,
caused due to decay Swollen Gums due to
Multiple Infections
of meat tissues in bone particle friction
gums

In view of the above, core market segment identified for the new product of goat meat is finalized as:

1. Kids aging between 2-7 years (having milk teeth or natural replacements in process)
2. Senior citizen aging 60 and above (having multiple crowns, bridges and other dental
treatments)

The Idea
After thorough need analysis market segment reviews, it was eventually idealized that a meat product
may be introduced in the market that has features like:

Healthy and safe Ease of access and Trusted home delivery

Affordable price
nutrients availability service

Certified product from Variety of cooking Non-damaging to

Portable and reusable
local authorities recipes teeth and gums

Attractive packaging
Durable shelf-life
and appearance

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Based on the above assumed features, following opportunities were identified:

There may be a system in which boiled meat is preserved in canned package
and made available in stores with temperature maintenance facility

Minced meat or meat balls may be prepared at home-based facility and on-call
service is provided

Boneless meat pieces may be half-cooked and supplied through trusted

delivery team or on sale counter in a shop

Virtual meat store may be introduced and soft meat products may be provided
through social media

Light-marinated boneless pieces may be provided on demand for quick

barbeque

Half-cooked variety of mutton menu may be provided through sale counters

Thin-sliced boneless mutton in disposable packaging may be introduced in

market

Small size bone pieces in canned packaging may be provided

Extremely thin, machine-cut mutton rolls in canned packaging may be

introduced through sales counter and online demand

Mobile meat provider service with multiple products may be introduced by

beginning with small radius of supply

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Methodology--Potential Customer Reference

The above-mentioned ideas were presented to different audiences randomly with a sample size of 30.
Area of audience interaction was Airport Housing Society Rawalpindi. They were asked to mark the
ideas out of 10. A combined assessment of customer evaluation is given as follows:

Potential Customer Evaluation for idea selection

100%
90%
90%

80%
70% 70%
70%
60%
60%
50%
50%
40%
40%
30% 30%
30%
20% 20%
20%

10%

0%
1. Boiled meat 2. Minced meat 3. Boneless meat 4. Virtual meat 5. Light- 6. Half-cooked 7. Thin-sliced 8. Small size 9. Thin machine- 10.Mobile meat
in canned or meat balls pieces may be store with soft marinated variety of boneless mutton bone pieces in cut mutton rolls provider service
package may be prepared half-cooked and meat products boneless pieces mutton menu in disposable canned in canned with multiple
at home-based supplied through through social for quick packaging packaging packaging products
facility and on- trusted delivery media barbeque
call service

Important feedback was received from dentists, mothers and senior citizens in favour of idea no. 9
i.e., machine-cut thin mutton rolls because this idea found to be appealing to them in terms of hygiene
and ease.

System Design
The idea of thin machine-cut mutton rolls was appreciated by potential customers for niche of kids
and senior citizens having ages of 2-7 and 60 years above respectively.

It is therefore vital to design a system in which the interests of stake holders are protected and profits
should be viable. In this regard, following deliberations of system design are to be considered:

Halal
Selection of
slaughtering Converting to Freezing the
healthy goat
and machine boneless meat meat
type
cutting

Precision meat Weighing of Conversion to Adding

slicing thin pieces rolls preservatives

Standardized
Temperature Distribution
canned
definations channels
packaging

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Design Detail of Concept

The product name is proposed to be “Yummy Mutton Delight”. It is inspired from the concept of
Turkish cuisine in which mutton rolls are efficiently used. A glimpse of the product is shown as follows:

Slice modes The Slicer Canned packaging

The product development process can be viewed as follows:

fixed thinckness
cutters
Meat Cutting
Assembly
5 sliced-meat rolls

Temperature
maintained material
Cane supply
Mutton Meat Roll Cane

Pressurized stainless
steel material

Preservatives
Meat rolls
packaging
0.5 kg weight for
each unit

Marketing strategy

Sample test
Customer Access
User feedback
Features
Improvements

Local Competitors
The target area has 6 conventional and 2 sub-brand meat shops. All of these shops sell similar type
of meat products that are traditionally in use since ages. There understanding to a processed meat
product (as proposed here) was noted as next-to-none.

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Cost Estimations
A tentative unit cost model for the proposed product is shown in the following table. It is to be noted
that in bulk, there are a few cost-effective items that can be procured for the production of sliced
meat rolls.

Fixed Cost Amount Rs.

Labour @ 800 per hour x 3 2,400
Machine @150 per hour for 8 hours 1,200
Total Fixed cost 3,600
Variable Cost Amount Rs.
Material (goats) 20 @ Rs. 18,000 360,000
Labour hours @ Rs. 90 per hour 720
Shipment @150 per goat 3,000
Cane Material & printing @Rs. 120 57,600
Total Variable Cost 421,320
Other costs Amount Rs.
Overheads 4,000
Transportation (local) 1,000
Misc (preservatives, temperature treatment, packaging etc.) 3,000
Marketing (lumpsum) 6,000
Distribution (lumpsum) 3,500
Total Other Costs 17,500
Grand Total 442,420
Target Units
24 Canes per goat with 0.5 kg each 480
Per Cane Cost 922
Estimated Profit per cane @ 2% 18
Unit Cost for a Yummy Meat Delight cane 940

Significant elements of the cost model are:

Cost of materials

Overheads and
Labour hours
others

Packaging,
marketing & Skilled resource
distribution

Shipment &
transportation

From the table above, it can be seen that estimated cost model seems to be attractive. The unit cost
is calculated as Rs. 940 per cane in which there will be 5 rolls of sliced mutton.

Apart from affordable price, it is also suggested to get the license from concerned Food Authorities in
Pakistan so that the mega level commercial activities may be planned. Samples of the product can also

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be presented to medical professionals for the hygiene test. Moreover, quality check certificates should
also be obtained that will eventually help in establishing mass production facility for this product.

Product Features
Salient features of the proposed product are:

Product Status
•Halal meat of Pahari goats

Hygiene
•Prepared in clean environment
•Health standards are followed
•Best preservatives used
Usage
•Barbeque, soup, grill or as required per receipe
•Easily cooked in 15-20 minutes
Best suitable for
•Minors 2-7 years age
•Seniors 60 years age and above
Price
•Rs. 940 (introductory)

Quantity
•0.5 kg sliced mutton rolls

Guarantee
•Money back

Expiry
•10 days from first use

To be stored in freezer/chiller

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Conclusion
From the research, it was analysed that eating mutton in traditional form is not suitable for minors
aging between 2-7 years and senior citizens aging 60 and above. Multiple teeth and gums diseases are
caused due to unhealthy consumption of mutton.

In this regard, different ideas were listed and taken out in the field. A random sample of 30
respondents was qualitatively surveyed within the vicinity of Airport Housing Society, primarily
including dental practitioners, mothers and old age people. It was concluded that a prototype level
meat product “Thin-sliced meat rolls” may be introduced to the market through a proper Halal
slaughtering process and meat slicing of frozen and boneless chevon in affordable price.

It was also noticed that similarity of the proposed product in this area was almost not-existing
therefore at this stage of the concept, there is no estimated competition.

Important features of the product “Yummy Mutton Delight” include Halal, frozen meat slices,
hygienically prepared, packed and distributed for sale with price of Rs. 940 per cane.

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References
1. Design Considerations for the Construction and Operation of Meat and Poultry Processing Facilities, DOI:
10.13031/2013.24882
2. Sheep Meat Processed Products, Alfredo Teixeira et.al
3. The Tools of the Design Process and Management of Design, Anthony Johnson, 2014
4. Meat Goat Production, PENNSTATE
5. Amundson, C. How to Raise Goats. Osceola, WI: Voyageur Press, 2008.
6. Goat Farming in Pakistan: Profitable Business Plan for Beginners, Roy’s Farm 2021
7. Goat meat ready to hit the big-time, Aidan Fortune, 2019
8. The Potential of Goat Meat in the Red Meat Industry, Mazhangara et.al, 2019, MDPI
9. Sheep and Goat Meat Processed Products Quality: A Review, Teixeira & Silva et.al, 2020
10. GOAT MEAT A Healthy Choice, PVAM University, USDA et.al
11. Pakistan - Goat Meat – Market Analysis, Forecast, Size, Trends and Insights Update: COVID-19 Impact, Indexbox
2021
12. Disadvantages to the Animal, Environment, Disadvantages to the Animal, Environment and Farmer, 2017
13. Dunn, P. The Goatkeeper’s Veterinary Book. Ipswich, UK: Old Pond Publishing, 2004
14. Anaeto, M., Adeyeye, J. A., Chioma, G. O., Olarinmoye, A. O., & Tayo, G. O. (2010). Goat products: Meeting the
challenges of human health and nutrition. Agric. Biol. JN Am., 1(6), 1231-1236
15. Capote J. Sustainable goat breeding and goat farming in the Central and Eastern European Countries. In: Kukovic
S, editor. European Regional Conference on Goats, Debrecen (Hungary) and Oradea (Romania), 7-13 April, 2014

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