Faculty Of Applied And Creative Arts

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A CASE STUDY ON BABY’S FOOD PACKAGING PRODUCTION

LEE JU ANN

Bachelor of Applied Arts with Honors (Design Technology)

2016

Faculty Of Applied And Creative Arts

LAMPIRAN A

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A CASE STUDY ON BABY’S FOOD PACKAGING PRODUCTION

LEE JU ANN

This project is submitted in partial fulfillment of

the requirements for the degree of Bachelor of Applied Arts with Honours

(Design Technology)

Faculty of Applied and Creative Arts UNIVERSITI MALAYSIA SARAWAK

2016

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DECLARATION

I hereby declare that the material and information contained in this paper is the result of my own work and that due acknowledgment has been given in the bibliography and references to ALL sources be they printed, electronic or personal.

______________________ ______________________

Date Submitted Lee Ju Ann 41790

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The project entitled ‘A Case Study On Baby’s Food Packaging Production’ was prepared by Lee Ju Ann and submitted to the Faculty of Applied and Creative Arts in partialfulfillment of the requirements for a Bachelor of Applied Arts with Honours (Design Technology).

Received for examination by :

______________________

(Dr. Siti Shukhaila Bt Shaharuddin) Date :

______________________

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UNlVERSITI MALAYSIA SARAWAK

Grade:

Please tick (-.J)

Final Year Project Report

0

Masters

D

PhD

D

DECLARATION OF ORIGINAL WORK

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This declaration is made on the .. ....... day of .... ........2016.

Student's Declaration:

I LEE J U ANN, 41790 from FACULTY OF APPLIED AND CREATIVE ARTS (FACA) hereby declare that the work entitled A CASE STUDY ON BABY'S FOOD PACKAGING PRODUCTION is my original work. 1 have not copied from any other students' work or from any other SOurces except where due reference or acknowledgement is made explicitly in the text. nor has any part been written for me by another person.

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Date'submitted LEE JU ANN (41790)

Supervisor's Declaration:

I DR. SITI SHUKHAIL'\. BT SHAHARUDDIN hereby certifies that the work entitled A CASE STUDY ON BABY'S FOOD PACKAGING PRODUCTION was prepared by the above named student. and was submitted to the "FACULTY" as a * partial/full fulfillment for the conferment of BACHELOR OF APPLIED ARTS WITH HONOURS (DESIGN TECHNOLOGY), and the aforementioned work, to the best of my knowledge, is the said student's WOl'k.

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Received £01' examination by:

(DR. SIT! SHUKHAILA BT SHAHARUDDIl\1)

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I declare that ProJect/Thesis is classified as (please tIck (-.i)):

D CONFIDENTIAL (Contains confidentIal information under the Official Secret Act 1972)*

DRESTRICTED (Contains restricted information as specified by the organisation where research was done)*

0'

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Validation of Projecttrhesis

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• This ProjectJThesis is the sole legal property of Universiti Malaysia Sarawak (UNIMAS).

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• This Project/Thesis or any material, data and information related to it shall not be distributed, published or disclosed to any party by the student except with UNIMAS permission.

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NolRs: *Ifthe ProjectlThesis is CONFIDENTIAL or RESTRICTED, please attach together as annexure a letter from the organ.isation with the period and reasons Qf confidentiality and restriction.

[The instrument is duly prepared by The Centre for Academic Information Services]

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ACKNOWLEDGEMENT

This research has been successful conducted due to unlimited assistance by my supervisor, Dr. Siti Shukhaila Bt Shaharuddin. She has been given a lot of guidance and advice in the preparation and all relevant information about this research, where she helps me a lot to be completing my study effectively. In addition, I would like to express my thankfulness to others lecturer like Mr. Mastika Lamat, Miss Noorhaslina, Miss Salmiah and Mr. Sylwester to help me completely to finish my research.

I would also like to thank and appreciation my all dearest friends, who have contributed their valuable time to support and give me advices in making this research complete successfully.

Thank a lot of my friends help and give me supporting, encouraging and motivated to manage the best in this research which can be completed on time.

Finally, my deepest thank to my family given moral support and financial help to finish my Final Year Project. A big thank also goes to the public and anyone who had cooperated in preparing this study smoothly.

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TABLE OF CONTENTS

LIST OF TABLES PAGES

DECLARATION i

ACKNOWLEDGEMENT ii

TABLE OF CONTENTS iii

ABSTRACT xvi

ABSTRAK xvii

CHAPTER 1: INTRODUCTION 1.1 Introduction 1

1.2 Background Study 2

1.3 Existing Packaging Design of Maltose 5

1.4 Problem Statement 6

1.5 Research Question 6

iii

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1.6 Research Objective 9

1.7 Research Scope 10

1.8 Significant of Study 10

1.9 Limitation 10

1.10 Conclusion 11

CHAPTER 2: LITERATURE REVIEW 2.1 Introduction 12

2.2 Organic Baby’s Food 13

2.3 Existing Global Baby’s Food Company 13

2.3.1 The Gerber Company of Baby’s Food 13

2.3.2 The Beech-Nut Company of Baby’s Food 16

2.4 The Organic Baby’s Food in Malaysia 18

2.5 Baby Food Timeline 23

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2.6 Food Must Avoided By Baby 26

2.7 How To Store Baby’s Food 27

2.8 The Manufacturer of Food 27

2.8.1 Baby Glass Food Manufacture 28

2.8.2 Frozen Food Handling and Merchandising 30

2.9 Duration of Frozen Food Storage 34

2.10 Importance of Food Handling and Manufacture 35 2.11 Conclusion 36

CHAPTER 3: RESEARCH METHODOLOGY 3.1 Introduction 37

3.2 Research Design 38

3.3 Qualitative 38

3.3.1 Questionnaire 38

3.4 SWOT Analysis 39 v

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3.5 Observation 40

3.6 Design process and prototype 40

3.7 Data Collection 41

3.7.1 Primary Data 41

3.7.2 Secondary Data 43

3.8 Data Analysis 43

3.9 Conclusion 44

CHAPTER 4 : FINDING

4.1 SWOT Analysis (STRENGTH, WEAKNESS, 45 OPPORTUNITY, THREAT)

4.1.1 Strength 45

4.1.2 Weakness 46

4.1.3 Opportunities 47

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4.1.4 Threats 48

4.2 Observation of The Organic Baby’s Food Product in Malaysia 49 4.3 Observation of The Global Branded Baby’s Food Products 51

4.3.1 Introduction 51

4.3.2 Design Study on Baby’s Food Packaging 52

4.4 Data Analysis From Questionnaire 70 4.4.1 Data Analysis from Different Ethnicity 70 4.4.2 Data Analysis from Different Range of Age 71

4.4.3 Data Analysis from Different Occupation 72

4.4.4 Data Analysis from Different Monthly Income 73 4.4.5 Data Analysis from The Acknowledgement 74

4.4.6 Data analysis of Element Attract Consumers 75 4.4.7 Data Analysis of Factor Influence Consumer Purchase 80

Organic Baby’s Food Product

vii

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4.4.8 Data Analysis of packaging dynamics of Organic 84

Baby’s Food Products Packaging Design 4.4.9 Data Analysis of Parents for Preparing Homemade 87 Baby’s Food 4.5 Conclusion 89

CHAPTER 5: DISCUSSION/ CONCLUSION 5.1 Introduction 90

5.2 Objective 91

5.3 Tagline 91

5.4 Target Audience 91

5.5 Promotional Strategy 92

5.6 Experimentation 92

5.7 Recommendation of Packaging Design 94

5.7.1 Colour 94

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5.7.2 Typography 95

5.7.3 Concept 95

5.8 Recommendation of Logo Design 96

5.8.1 Brand Name 96

5.8.2 Font Used 96

5.8.3 Logo Design 98

5.8.4 Logo Colour 99

5.8.5 Scale of Logo 101

5.9 Character Design 102

5.9.1 The Character Design of the Baby’s Food Product 103

5.10 Label Design 5.10.1 Baby’s Food 105

5.10.2 Baby’s Food Pouch 108

5.10.3 Baby’s Meal Tray 109

5.10.4 Baby’s Food Tube 111 ix

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5.10.5 Baby’s Cereal 112 5.10.6 New Packaging Design for Toddler’s Milk 114

5.11 Promotional Items 115

5.12 Final Packaging Design 117

5.13 Point of Purchase 117

5.14 Conclusion 119

BIBLIOGRAPHY

APPENDIX

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LIST OF CHART

CHART PAGES

CHART 1 : Respondents by different ethnicity 70

CHART 2 : Respondents by different age 71

CHART 3 : Respondents by different occupation 72

CHART 4 : Respondents by different monthly income 73

CHART 5 : Respondents by knowing organic baby’s food in Malaysia 74

CHART 6 : Respondents of element attract consumer to purchase Organic baby’s food product in Malaysia 75

CHART 7 : Factors influence consumer purchase organic baby’s food product in Malaysia 80

CHART 8 : Packaging Dynamics of organic baby’s food product’s 84

packaging design in Malaysia CHART 9 : Parents for preparing homemade baby’s food 87

x

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LIST OF PICTURES

PICTURE PAGES

PICTURE 1: Baby eats by Justlixa 6

PICTURE 2: Logo of Gerber 13

PICTURE 3: Products of Gerber 15

PICTURE 4: Logo of Beech-Nut 16

PICTURE 5: Products of Beech-Nut 18

PICTURE 6: Logo of Baby Eats By Juslixa 18

PICTURE 7: Products of Baby Eats By Juslixa 22

PICTURE 8: Journey map of baby glass food manufacture 28

PICTURE 9: Journey map of frozen food manufacture 30

PICTURE 10: Journey map of cold storage facility handling procedures 31

PICTURE 11: Journey map of retail storage and handling 33

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PICTURE 12: The existing organic packaging design 49

PICTURE 13: The current packaging after opening 50

PICTURE 14: Heinz baby’s food product 52

PICTURE 15: Ella’s Kitchen baby’s food product 53

PICTURE 16: Plum Organics baby’s food product 54

PICTURE 17: Gerber baby’s foods product 55

PICTURE 18: Logo of Wakodo 56

PICTURE 19: Wakodo baby’s milk product 56

PICTURE 20: Wakodo convenience milk powder product 57

PICTURE 21: Wakodo freeze dried baby’s food 58

PICTURE 22: Wakodo powdered baby food 59

PICTURE 23: Wakodo ready-to-eat cup 60

PICTURE 24: Wakodo ready-to-eat pouch 61

xii

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PICTURE 25: Wakodo fruit puree 62

PICTURE 26: Logo of Bellamy’s Organic 63

PICTURE 27: Bellamy’s Organic product 63

PICTURE 28: Bellamy’s Organic milk product 64

PICTURE 29: Logo of Holle 65

PICTURE 30: Holle baby’s milk product 66

PICTURE 31: Holle baby’s cereal 67

PICTURE 32: Holle baby’s food jars 68

PICTURE 33: Holle baby’s food pouches 69

PICTURE 34: Experimentation material 93

PICTURE 35: Logo color pallet 94

PICTURE 36: Font design 97

PICTURE 37: Logo design 98

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PICTURE 38: Different colour of logo design 99

PICTURE 39: Final logo 100

PICTURE 40: Scale of logo 101

PICTURE 41: The character design of baby’s food 103

PICTURE 42: The character design of baby’s milk 104

PICTURE 43: Idea development of label design 1 105

PICTURE 44: Label design 1 106

xiv

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PICTURE 52: Packaging design 1 (130g) 114

PICTURE 53: Packaging design 2 (99g) 114

PICTURE 54: Poster design 116

PICTURE 55: Final packaging design of organic baby’s food in Malaysia 117

PICTURE 56: Point of purchase 118

LIST OF TABLE TABLE PAGES TABLE 1: Developmental stage and food texture 25

TABLE 2: Duration of frozen food storage 34

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Abstract

Baby’s food are complicated to prepare for the parent who having their career. Therefore, in this study is conducted to investigate the baby’s food packaging design to propose a new image and brand for the local market. The new packaging design of baby’s food are design base on understanding the interests of user of the baby food product.

Key words: Packaging Design, Baby’s Food, Local Market, Consumer’s Interest.

xvi

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Abstrak

Penyediaan makanan bayi adalah rumit untuk disediakan lebih-lebih lagi bagi ibubapa yang berkerja sepenuh masa. Oleh itu, kajian ini dijalankan untuk mengkaji rekaan pembungkusan makanan bayi, mencadangkan satu imej baru dan jenama untuk pasaran tempatan. Reka bentuk pembungkusan baru makanan bayi akan dicipta secara memahami minat pengguna terhadap produk makanan bayi.

Kata Kunci: Reka Bentuk Pembungkusan, Makanan Bayi, Pasaran Tempatan, Minat Pengguna.

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1 CHAPTER 1

INTRODUCTION

1.1 Introduction

This research’s aim to study on the baby’s food packaging design and propose a new image and brand for local market. There are many brands in the market such as Heinz, Gerber, Organix, Earth’s best, Baby eats by Justlixa and many more.