MGMT 5711 MANAGING CREATIVITY & INNOVATION

SEMESTER OCT/NOV 2023

Lecturer: Pro Dr Mooi

 Ice jelly - Paving the Way for Sustainable Refreshment

1.0 Introduction

In a world where environmental consciousness intertwines with everyday choices, the

beverage industry stands at the crossroads of innovation and sustainability. As
consumers increasingly seek products that not only quench their thirst but also align
with eco-friendly values, the market offers a unique opportunity for groundbreaking
solutions. This introduction sets the stage for the development of Ice jelly – a
revolutionary product designed with sustainability at its core.

1.1 Brief Overview of the Market Landscape

The global beverage industry is witnessing a transformative shift driven by a

heightened awareness of environmental issues. Consumers are becoming more
discerning, demanding products that not only meet their immediate needs but also
contribute positively to the planet. Traditional ice production methods, often energy-
intensive and associated with significant water wastage, are now under scrutiny. This
presents a market gap, an opening for innovative alternatives that prioritize
sustainability without compromising on utility.

1.2Emphasis on the Importance of Sustainability in Product Development

Sustainability, in the context of this venture, extends beyond mere eco-friendly

packaging or reduced carbon footprints. It encompasses the entire lifecycle of the
product – from raw material sourcing to production processes and eventual disposal.
The Ice jelly project aligns with this holistic understanding of sustainability, aiming
not only to deliver a convenient and versatile product but also to be a steward of
environmental well-being.

As we delve into the journey of conceptualizing, developing, and launching Ice jelly,
every step is guided by the principle of meeting present needs without compromising
the ability of future generations to meet their own needs – a core tenet of sustainable
development.

2.0 Identification of Market Opportunities

1. Analyzing Current Trends in the Beverage Industry

The beverage industry is witnessing dynamic shifts influenced by evolving consumer

preferences and global trends. Current market analyses reveal a growing inclination
towards products that are not only refreshing but also aligned with ethical and
environmental values. Sustainable practices and eco-friendly choices are becoming
pivotal factors in shaping consumer purchasing decisions.

As we delve deeper into this market landscape, it becomes evident that the
conventional methods of producing and serving ice face challenges in meeting the
demands of this eco-conscious consumer base. Ice jelly emerges as an opportunity to
bridge this gap, offering a sustainable alternative that redefines how we approach a
fundamental component of many beverages.

2. Recognizing the Growing Demand for Sustainable and Innovative Products

Consumers today are more informed and conscientious than ever, seeking products
that reflect their commitment to sustainability. This growing awareness translates into
a significant market opportunity for products that not only address current
environmental concerns but also contribute positively to a more sustainable future.
Ice jelly is positioned to capitalize on this demand by not only reimagining the way
ice is produced but by infusing sustainability into every aspect of its existence. The
market, hungry for innovative and eco-friendly solutions, provides an ideal
environment for the introduction of this revolutionary product. As we proceed, it's
clear that Ice jelly isn't just a new product; it's a response to a market calling for
change, a testament to the power of open innovation in addressing contemporary
challenges.

3.0 Justification for Ice jelly Development

1. Addressing the Environmental Impact of Traditional Ice Production

Traditional ice production methods have long been associated with significant
environmental drawbacks. The sheer energy required for freezing, the substantial
water consumption, and the ecological implications of ice manufacturing processes
underscore the urgent need for a sustainable alternative. Ice jelly addresses these
concerns head-on, offering a solution that minimizes energy consumption and water
usage while maximizing efficiency.

The justification for Ice jelly lies in its potential to revolutionize an age-old industry
practice, turning a critical eye towards environmental impacts. By reimagining the
very essence of how we produce ice, this product embodies the ethos of sustainable
development, mitigating the environmental toll associated with conventional ice
production.

2. Meeting the Market Demand for Eco-Friendly Alternatives

Consumer preferences are evolving, and the market is ripe for innovative products
that cater to these changing dynamics. Ice jelly positions itself as the answer to the
demand for eco-friendly alternatives in the realm of beverage accompaniments. The
justification for its development lies not only in rectifying the environmental
implications of traditional ice but also in offering consumers a choice that aligns with
their values.

This venture isn't merely about introducing a new product; it's about creating a
paradigm shift in how we think about and consume a basic element of beverages. Ice
jelly is the embodiment of progress, aligning with the zeitgeist of sustainability while
meeting the growing market demand for products that transcend convenience to make
a positive impact on the planet.

4.0 Conceptualization of Ice jelly

1. Sustainable Sourcing of Raw Materials

Ice jelly's journey towards sustainability begins with a meticulous focus on the raw
materials used in its production. The traditional ice production industry often relies on
energy-intensive processes and resource-heavy methods. In contrast, Ice jelly sources
its materials with a keen eye on sustainability. This involves exploring alternative
options such as renewable energy sources for freezing and utilizing environmentally
responsible materials for the powder itself.

By reimagining the raw materials, Ice jelly aims to set a new standard for eco-friendly
sourcing, ensuring that each component aligns with the overarching goal of
sustainability. This commitment extends beyond the final product, creating a ripple
effect throughout the supply chain.

Raw material design as follows：

 main Ingredients: ice powder + different types of sugar water;
 sugar water: red dragon fruit flavor, classic old white sugar water;
 ingredients: local fresh fruits, chopped nuts, hawthorn, raisins, sesame seeds
 4.1 Local fresh fruit 4.2 ice jelly

4.3 Dragon fruit flavored sugar water 4.4 Local white sesame seeds 4.5 currant

4.6 Nuts broken

2. Energy-Efficient Production Processes

Traditional ice production is notorious for its energy consumption, contributing to

carbon footprints and environmental strain. Ice jelly disrupts this norm by
incorporating cutting-edge technologies that minimize energy usage throughout the
production process. Whether through efficient freezing methods or innovative
manufacturing techniques, every step is designed to optimize energy efficiency.
The ice jelly uses an energy-saving technology as follows：
 Optimization of the freezing methods and manufacturing techniques,
 Mixing at room temperature and natural solidification
 Closed cold storage

This emphasis on energy conservation not only aligns with the principles of
sustainability but also positions Ice jelly as a frontrunner in responsible
manufacturing. By adopting and promoting energy-efficient processes, the product
becomes a beacon for environmentally conscious innovation within the industry.

4.7 The natural solidification process

3. Biodegradable Packaging Options

The commitment to sustainability extends to the very packaging that houses Ice jelly.
Conventional ice packaging often contributes to plastic waste, a major environmental
concern. Ice jelly, however, embraces biodegradable packaging options. By utilizing
materials that break down naturally, the product minimizes its ecological footprint and
contributes to the reduction of plastic pollution.

This aspect of the conceptualization ensures that Ice jelly isn't just an eco-friendly
product in its essence but also in its entirety, from raw materials to the moment it
reaches the consumer. The conceptual framework positions Ice jelly as a holistic
embodiment of sustainability, setting a new standard for responsible product
development.
 4.8 The biodegradable packaging

5.0 Prototype Development

1. Creating a Small-Scale Model of Ice jelly Production

The transition from conceptualization to reality involves the creation of a small-scale

prototype for Ice jelly production. This phase is crucial in validating the feasibility of
the sustainable sourcing, energy-efficient processes, and biodegradable packaging
options envisioned in the conceptual stage. The prototype acts as a tangible
manifestation of the innovation, allowing for practical assessments and adjustments.

The small-scale model serves as a testing ground, where the team can fine-tune the
various components of Ice jelly production. It involves experimenting with different
raw materials, refining energy-saving techniques, and assessing the functionality and
environmental impact of potential biodegradable packaging materials.

2. Testing the Feasibility of Sustainable Production Methods

The prototype's primary purpose is to assess the viability of the sustainable production
methods proposed during conceptualization. This involves rigorous testing to ensure
that the eco-friendly attributes are not compromised during the scaling-up process.
Factors such as resource efficiency, waste reduction, and adherence to sustainability
goals are meticulously evaluated.

By subjecting the prototype to real-world conditions, the development team gains

insights into potential challenges and opportunities for improvement. This iterative
process is crucial for refining the product's sustainability features, guaranteeing that
Ice jelly not only meets but exceeds environmental standards.

This phase marks a pivotal step towards bringing the concept into reality, turning
theoretical sustainability into a practical, scalable, and effective solution. The
prototype serves as a tangible proof of concept, validating the feasibility of Ice jelly as
a sustainable alternative in the beverage industry.

6.0 Market Testing

1. Selecting a Diverse Sample of 10 Customers for Feedback

With the small-scale prototype in hand, the next critical phase is market testing. This
involves engaging with a diverse sample of potential customers to gather valuable
feedback on Ice jelly. The selection of 10 customers from varied demographics
ensures a comprehensive understanding of the product's appeal across different
segments.

The chosen customers represent a mix of age groups, lifestyles, and preferences,
providing a holistic perspective on how Ice jelly integrates into various consumer
contexts. This diversity is essential for capturing a broad range of opinions and
preferences that can shape the product's final iteration.

2. Gathering Insights on Strengths and Weaknesses

Customer feedback becomes the compass guiding the product's development

trajectory. Through surveys, interviews, and hands-on interactions, the team aims to
uncover the strengths and weaknesses of Ice jelly as perceived by the market. This
step is instrumental in refining both the product and its marketing strategy.

Insights on the product's strengths highlight key selling points, allowing the team to
amplify these attributes in the final version. Simultaneously, identifying weaknesses
provides an opportunity for targeted improvements, ensuring that Ice jelly aligns
seamlessly with consumer expectations.

3. Encouraging Suggestions for Further Improvements

In addition to pinpointing strengths and weaknesses, the market testing phase actively
solicits suggestions from customers. These suggestions may range from flavor
preferences and packaging improvements to potential additional uses for Ice jelly. The
open-ended nature of this feedback loop encourages a collaborative approach,
aligning with the ethos of open innovation.

Customer suggestions serve as a wellspring of creativity, potentially uncovering

untapped market niches and refining the product's features. By incorporating customer
input, Ice jelly evolves from a singular vision into a product shaped by collective
insights, ensuring its resonance with the diverse needs and preferences of the
consumer base.

7.0 Marketing Plan for Ice jelly

A. Product
1. Highlighting Eco-Friendly Attributes and Sustainable Sourcing
 Emphasize Ice jelly's commitment to sustainability in marketing materials.
 Communicate the use of renewable energy sources and responsibly sourced raw
materials.

2. Showcasing the Product's Versatility in Various Applications

 Create engaging content demonstrating Ice jelly's adaptability in a range of
beverages.
 Collaborate with mixologists and culinary influencers to showcase innovative
uses in recipes.

7.1 Ice jelly products

B. Price
1. Competitive Pricing with Traditional Ice Products
 Conduct a thorough analysis of traditional ice pricing to ensure Ice jelly remains
competitive.
 Highlight the long-term cost benefits associated with reduced environmental
impact.

2. Offering Discounts for Bulk Purchases

 Introduce tiered pricing structures to incentivize bulk purchases for commercial
use.
 Align bulk discounts with sustainability goals, encouraging responsible
consumption.

C. Place
1. Strategic Distribution Channels, Emphasizing Eco-Conscious Retailers
 Partner with retailers known for their commitment to eco-friendly products.
 Explore partnerships with sustainability-focused grocery stores and online
platforms.

2. Online Platforms for Direct-to-Consumer Sales

 Establish a user-friendly e-commerce platform for direct sales.
 Leverage online marketing channels to reach a wider audience and convey the
sustainability message.

D. Promotion

1. Social Media Campaigns Emphasizing Sustainability

 Launch a compelling social media campaign showcasing Ice jelly's journey from
concept to creation.
 Highlight the product's positive environmental impact and encourage user-
generated content.

2. Collaborations with Influencers and Environmental Organizations

 Forge partnerships with influencers known for promoting sustainable living.
 Collaborate with environmental organizations to leverage their networks and
amplify the product's eco-friendly message.

This comprehensive marketing plan leverages the 4Ps of marketing strategy to

position Ice jelly as not just a product but a sustainable lifestyle choice. By
emphasizing its eco-friendly attributes, competitive pricing, strategic distribution
channels, and engaging promotion, the plan aims to create a compelling narrative that
resonates with environmentally conscious consumers and establishes Ice jelly as a
pioneering force in the market.

8.0 Conclusion

As we traverse the path from ideation to market readiness, Ice jelly emerges not only
as a revolutionary product but as a symbol of sustainable innovation in the beverage
industry. The journey from identifying market opportunities to crafting a prototype
and conducting market tests reflects a commitment to meeting present needs without
compromising the ability of future generations to meet their own.
Ice jelly, at its core, is a testament to the power of open innovation and the pursuit of
sustainable solutions. By reimagining the traditional concept of ice, this product
aligns with the evolving demands of an environmentally conscious market. Its
sustainable sourcing, energy-efficient production, and biodegradable packaging
exemplify a holistic approach to responsible product development.

The market testing phase, involving a diverse set of customers, ensures that Ice jelly is
not just a theoretical innovation but a product grounded in real-world preferences and
needs. The feedback loop from consumers, highlighting strengths, weaknesses, and
valuable suggestions, shapes the final iteration of Ice jelly, making it a product born
out of collaboration and adaptability.

The marketing plan positions Ice jelly as more than just a beverage accompaniment –
it's a conscious choice for consumers who prioritize sustainability. By weaving
together the 4Ps of marketing strategy, the plan aims to create a narrative that
resonates with the target audience, emphasizing the product's eco-friendly attributes,
competitive pricing, strategic distribution, and engaging promotion.

In conclusion, Ice jelly stands poised for a groundbreaking entry into the market,
offering not just a product but a sustainable ethos. As it unfolds its journey, from
conceptualization to market launch, Ice jelly invites consumers to join in the
collective effort towards a more sustainable future. It's more than ice; it's a refreshing
step towards responsible consumption and a promise of a greener, more innovative
tomorrow.