CRI Documentation APU
Short Description
APU, CRI,Creativity and innovation, grade A...
Description
Executive summary
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Needs of the market identified (to show the reasons why the proposed product concept can solve the current problem or problems faced by customers in the market) Names of the competitors and their competing alternatives Proposed price of the product Idea generation tools and techniques used Idea evaluation tools and techniques used
This assignment is based on biodiversity. The product proposal is an Ultrasonic Anti Mosquito watch. The product has been designed with several functionality and features for ease of use. Technologies such as mosquito sensor and ultrasonic emitter device are incorporated to repel mosquitoes away. Furthermore, additional features such as LED flashlight, different viewing options: time, temperature and battery level will also be implemented in the product. Additionally, as power source, the Ultrasonic Anti Mosquito Watch will be using a thermoelectric device which will turn body heat into electricity. The product will target market including farmers/ agriculture, old aged people and children. Since Dengue and Malaria are common deadly diseases in countries such as Malaysia, Brazil, India and Tanzania, the Ultrasonic Anti Mosquito Watch will protect the target market from mosquitoes as well as providing them with the functionality and features of a watch.
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Contents Part 1. INTRODUCTION, PROBLEM STATEMENT, COMPETITOR ANALYSIS AND OBJECTIVE STATEMENT .............................................................................................................................................3 1.1 Introduction...................................................................................................................................3 1.2 Problem statement .......................................................................................................................3 1.3 Competitor analysis ......................................................................................................................4 1.5 Objective statement .....................................................................................................................6 Part 2. IDEA GENERATION.......................................................................................................................6 2.1 Mind-mapping ...............................................................................................................................6 2.2 Attribute listing .............................................................................................................................8 PART 3. PRODUCT CONCEPT DESCRIPTION..........................................................................................10 3.1 Opening .......................................................................................................................................10 3.2 Availability for purchase .............................................................................................................12 3.3 Features .......................................................................................................................................12 3.4 Function .......................................................................................................................................13 3.5 Frequency of usage .....................................................................................................................13 3.6 Price .............................................................................................................................................13 3.7 Technologies................................................................................................................................14 3.8 Comparison between Ultrasonic Anti Mosquito watch and competitor products ..................14 PART 4. MARKET IDENTIFICATION .......................................................................................................15 4.1 Market Segmentation ..................................................................................................................15 4.1.1 Demographic .........................................................................................................................15 4.1.2 Geographic ............................................................................................................................15 PART 5. IDEA EVALUATION ...................................................................................................................17 5.1 Sticking dots ................................................................................................................................17 PART 7. REFERENCES .............................................................................................................................20 PART 7. SURVEY (attach in appendix) ..................................................................................................20
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Part 1. INTRODUCTION, PROBLEM STATEMENT, COMPETITOR ANALYSIS AND OBJECTIVE STATEMENT 1.1 Introduction put company
New products are constantly invading the market. Due to technological advances, products are being recreated to provide them with a new use. Product designers are much more innovative nowadays. By understanding the customer’s problem, product designers can dramatically improve their odds of a successful innovation. The project focuses on the area of Biodiversity. The proposed product is the Ultrasonic Anti Mosquito Watch. There are a few of this product on the market, but this product is a new enhanced product with implemented technology advancement. The Ultrasonic Anti Mosquito Watch should have a sensor that will detect the presence of mosquitoes and an ultrasonic sound emitter device that will repel the mosquitoes away. To further enhance the product, additional features will be implemented, features such as calendar, temperature and time will be added to provide the users with a basic features of a watch. The strap of the watch will be customizable according to the users taste.
1.2 Problem statement The Earth’s climate is continuously changing. The Earth’s climate has been warming. It has been reported that its average temperature has been rising a little more than one degree Fahrenheit during the past 100 years. Climate change is the main reason behind the rising of greenhouse gases, which in tur is leading to an increase in Earth’s temperature. As temperature and rainfall increases, climate patterns changes, mosquitoes start to propagate since they thrive in hot and humid conditions which leads to diseases such as Malaria and Dengue.
http://www.nasa.gov/audience/forstudents/5-8/features/what-is-climate-change-58_prt.htm http://www.mosquitoreviews.com/mosquitoes-global-warming.html
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1.3 Competitor analysis
Name
Source: http://www.alibaba.com/product-detail/Deet-Free-MosquitoRepellent-WristWatch_1938834873.html?spm=a2700.7724857.29.48.OmWPfR
Anti Mosquito Sport Watch Band Company
Xiamen ljetech Industry & Trade Co., Ltd
Target market
Children, old people, Adults
Price
RM 20
Eco friendly (silicone)
Waterproof
Glow in the dark
Available in different sizes
Limitations
effective for only 2-3 months
Technology
Watch
Uniqueness
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Name
Source: http://www.alibaba.com/product-detail/Watch-TypeNecklace-type-MosquitoRepeller_60368943756.html?spm=a2700.7724857.29.206.o88V3f
Watch Type Ultrasonic Mosquito Repeller Company
Shenzhen Joinwe Technology Co.,Ltd
Target market
Above 15 years old
Price
RM 40
Different operation modes ( Dragonfly and mosquito)
non-toxic
light torch
battery check
Eco-friendly
Limitations
Non-water resistant
Technology
Micro-computer IC
Ultrasonic emitter
Power supply: lithium battery
Uniqueness
5
1.5 Objective statement A product that will protect people from mosquitoes especially farmers, old aged and children.
Part 2. IDEA GENERATION 2.1 Mind-mapping Mind-Mapping is a graphical technique which provides a universal key to unlock the potential of the brain. It harnesses the full range of cortical skills – word, image, number, logic, rhythm, colour and spatial awareness – in a single, uniquely powerful manner. In so doing, it gives the product designer the freedom to roam the infinite expanses of your brain. The Mind Map can be applied to every aspect of life where improved learning and clearer thinking will enhance human performance. http://www.tonybuzan.com/about/mind-mapping/
Children
Blue
Colour
Customizable Size
Adult
PVC
Old aged
Textile
Children
Silicone Materiall
Lorica
Ultrasonic Anti Mosquito Watch
Target Market
Agriculture/ farmers
Velcro Features
Power Source
Ultrasonic emitter device
Mosquito sensor
Lithium battery
LED flashlight
Charged by body temperature
Scratch resistant
Viewing options: time/temperature/ date
Solar energy
Water resistant
Count steps
Health monitor
Calories
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Outcomes Outcome 1
Silicone + Blue + Children size + Children + Lithium Battery + Ultrasonic emitter device + Mosquito sensor + Water resistant
Outcome 2
Textile + Customizable + Adult size + Old aged + Charged by body temperature + Ultrasonic emitter device + Mosquito sensor + Health monitor + Viewing options
Outcome 3
PVC + Customizable + Adult size + Agriculture/ famers + Solar energy + Water resistant + Ultrasonic emitter device + Mosquito sensor + LED flashlight + Scratch resistant + Viewing options
Evaluation The best combination is outcome 3. Mind maps are essential in the process of idea generation. It helps product designer to think divergently, convergently and visualise their thinking. It also facilitates the product designer’s task in generating of fresh perspectives and new ideas. http://www.mind-mapping.co.uk/mind-mapping-information-and-advice/mind-mappingbenefits-how-business-needs-are-met-by-properly-structured-mind-maps/
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2.2 Attribute listing Attribute listing is a good technique for ensuring that all possible aspects of a problem have been examined. Attribute listing involves breaking the problem down into smaller and smaller bits and seeing what can be discovered as a result. Attribute listing is a very useful technique for quality improvement of complicated products and procedures for services. It is a good technique to use in conjunction with some other creative techniques, especially idea-generating ones like brainstorming. This allows the product designer to focus on one specific part of a product or process before generating a whole lot of ideas . tony protor book
Power
Design
Material
Colour
Weight
Functions
Blue
heavy
Mosquito
Shape
Watch
supply Solar energy
Farmer
PVC
Round
sensor &
Water resistant
Citronella Body
Old
temperature
aged
Textile
Purple
Light
Ultrasonic Triangle
Scratch
emitter
resistant
device Lithium
Children
Silicone
Green
Citronella
Rectangle
battery
LED flashlight
Lorica
Red
Velcro
Pink
Synthetic+
orange
Oval
Clasp
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Outcomes
Outcome 1
Solar energy + Farmer + PVC + Blue + Heavy + Mosquito sensor & citronella + Round + Water resistant
Outcome 2
Body temperature + Old aged + Textile + Purple + light + Ultrasonic emitter device + Triangle + Scratch resistant
Outcome 3
Lithium battery + Children + Silicone + Green + Citronella + Rectangle+ LED flashlight
Evaluation The best outcome is outcome 2. Through attribute listing, the product designer can focus on one specific part of a product which could led to a new innovation. Furthermore, this technique allows the user to analyse which aspect of the product can be modified, therefore increasing value of the product
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PART 3. PRODUCT CONCEPT DESCRIPTION 3.1 Opening The Ultrasonic Anti Mosquito watch is a combination of a watch, mosquito sensor, ultrasonic sound emitter device, which is charged by body temperature. This product is designed to provide maximum protection to users against mosquitoes.
Figure 1 Visual image of the product
Figure 2 Front view of the product
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Figure 3 Top view of the product
Figure 4 Side view of the product
Figure 5 Product description
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3.2 Availability for purchase Because this product is a product that repels mosquitoes, therefore it should be sold in hot regions where mosquitoes have reputation of spreading viruses. The product would be ideal to start off in Malaysia since Dengue is a common disease due to the humid weather condition. Furthermore, prototypes can be distributed in other countries for feedback.
3.3 Features
The unique features which distinguish the Ultrasonic Anti Mosquito watch from the competitors listed above are the following: Waterproof- This feature can benefit the users, as they do not need to remove the watch off when washing their hands. Furthermore, it will benefit farmers as they can wear the watch during their daily activities. Several viewing options- Several viewing options are available to allow the user to check the data, time, temperature and the battery level of their watch Mosquito sensor- A mosquito sensor device will be implemented to track the mosquitoes flying pattern. The sensor consists of a phototransistor array. It is connected to an electronic board and a laser pointing at the phototransistor array. The sensor works in a way where when a mosquito passes across, its wings partially block the light, causing a small light fluctuation. The fluctuations are then captured by the phototransistor array and the ultrasonic emitter device is triggered. http://www.agriculture.com/technology/crop-management/fieldwork/senss-protect-crops-frominsect-damage_590-ar47778
Ultrasonic emitter device- The ultrasonic emitter device will emit a frequency of 38-44 kHz to repel the mosquitoes away, which is not harmful to humans, since frequency above 20 kHz is inaudible by man http://www.electroschematics.com/3864/ultrasound-and-insects/
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Charged by body temperature A thermoelectric device will be installed to convert body heat into electricity. It has been reported that the resting male can put out between 100 and 120 watts of energy which is enough to power many electronics. 80% of body power is given off as excess heat. Current technology for converting body heat into electricity is capable of producing only a few milliwatts (one thousandth of a Watt), which is enough for small things such as heart rate monitors and watches.
http://www.forbes.com/2010/06/07/nanotech-body-heat-technology-breakthroughs-devices.html
3.4 Function The Ultrasonic Anti Mosquito watch is similar to a normal watch, but has additional features incorporated. It allows the users to check the time, date, temperature and battery level. Additionally it provides the users with full protection against mosquitoes with an ultrasonic emitter device implemented. Features such as LED flashlight, water resistant and scratch resistant are also implemented to provide ease of use to the user
3.5 Frequency of usage
The product can be used daily. It can be used at the users own ease. Furthermore, it has the basic functions of a watch which satisfies the qualities of watch.
3.6 Price The price of the product should not be too expensive nor too cheap. This is because features such as Ultrasonic emitter device and mosquito sensor are implemented, these features tend to be costly. The price estimation for the product would be around RM 85. This product is more expensive compared to the competitor’s price because of the extra features implemented.
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3.7 Technologies Thermoelectric device - to convert body temperature into energy Ultrasonic -to repel mosquitoes Sensor- to detect mosquito presence Watch technology – to check time/date/temperature
3.8 Comparison between Ultrasonic Anti Mosquito watch and competitor products The Ultrasonic Anti Mosquito watch consists of a variety of features and functionality compared to Xiamen and Shenzhen anti mosquito watch. The Ultrasonic anti mosquito watch consists of several features that can be useful in daily life. Besides its ultrasonic emitter device that will repel mosquitoes away, the product also consists of several features such as: LED flashlight, mosquito sensor, waterproof, scratch resistant, different viewing options. Whereas Xiamen product has mosquito repellent and basic watch function. Shenzhen’s product has just basic features of a watch and ultrasonic emitter device. This product is designed to bring convenience to user, while protecting them from mosquitoes. The competitors product are also solving the problem, however the Xiamen product will not operate for a long time period. Shenzhen’s product size is not aesthetically ideal to wear. The features and functionality of the product will be well documented and a user manual will be distributed to the user. The Ultrasonic Anti Mosquito watch is designed to be integrated in the daily life of its user. Features such as LED flashlight and several viewing options will further benefit the users.
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PART 4. MARKET IDENTIFICATION 4.1 Market Segmentation In order for the product to be successful, the product developer should take into consideration the targeted market and how to reach them. The total population contains a large and varied number of people coming from different backgrounds and income groups. Each individual customer have different approaches when it come to a product. By carry out market segmentation. Market segmentation is the process of dividing an entire market up into different customer segments. Customers can be divided into different segments. For the market segmentation, the product designer will be focusing on the two areas below:
4.1.1 Demographic Demographic segmentation is the area where buying patterns are drastically affected. The most important factors of demographic segmentation are age, income, gender. The Ultrasonic Anti Mosquito watch is suitable to any age group, especially for children, old aged and people working outdoors such as farmers. The income level would have to range from middle to upper class. The Ultrasonic Anti Mosquito can be worn by both male and female users, as the watch’s colour is customizable. 4.1.2 Geographic This would allow the product developer to break the market in several sections based on climate, market size, world or states. For the proposed product, the product developer will be focusing on the climate of the location. Therefore, the Ultrasonic Anti Mosquito watch is targeting areas where the temperature is higher than average places and where humid conditions is a common element of the environment. Based on the world map, continents like: Africa, Asia and South America are more exposed to mosquitoes than other countries
http://study.com/academy/lesson/market-segmentation-geographic-demographic-psychographicmore.html
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Based on the market segmentation, the following marketing strategies will be implemented:
Product The product consist of an Ultrasonic emitter device that will repel mosquitoes away. The product will also consists of basic features of a watch including LED flashlight, several viewing options (time, temperature, battery level, date). Furthermore, the product developer will provide the opportunity to the users to customize the color of their watch according to their wants. Additionally the Ultrasonic Anti Mosquito watch can be used by both adults and children, since the ultrasonic emitter device will not affect their hearing Price The pricing strategy will take into account the market and environment the company operates in. The firm would consider the implication of it pricing on the pricing decisions of its competitors. The pricing objective of the firm is to maximize revenue and maintain the product survival in the market. pricing strategy suggested retail price seasonal pricing
Promotion This product will protect you from mosquitoes carrying deadly disease such as dengue and malaria. promotional strategy advertising
Place distribution channels
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market coverage –selective
PART 5. IDEA EVALUATION 5.1 Sticking dots Anti Mosquito Sport Watch Band
Watch Type Ultrasonic Mosquito Repeller
Ultrasonic Anti Mosquito Watch
5.2 Force field analysis Define
Analysis before improvement
1 to 5
Driving factors
Product
Restricting Factors
-1 to -5
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Customizable
No backup
+2 +1
Comfortable to wear
+3
Charged by body temperature
Ultrasonic Anti
battery
-4
Cost
-2
Product lifespan
-4
Mosquito Watch
+3
Water resistant
Shape
-2
+3
LED flashlight
Large in size
-1
12
Total
Total
-13
Net total = 12 + (-13) = -1
Evaluate Once the net total have been calculated, we can clearly notice that the restricting factors are dominating the driving factors. Due to this circumstances, the product has a high chance to fail in the market niche. To improve this situation, some recommendations and implementation needs to be done. Recommendations for minimizing restricting factors
The table above shows restricting factors of the product against the driving factors. In order for the product to be successful in the market niche, the restricting factors should be taken into considerations. Therefore, some recommendations should be implemented in order to decrease the restricting factors. For example, one of the restricting factors is that the watch size is too big, which might not appeal to all the target market, therefore the product developer should make changes to the watch size. The width of the watch band can be reduced. Another restricting factor is no backup battery. Since the Ultrasonic Anti Mosquito watch is being charged by body temperature, in case of the thermoelectric device not functioning, by implementing a lithium battery the watch would still work if it is not charged by body temperature. Additionally the product lifespan should be increased, to attract more customers as users tend to invest in objects that will last long.
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Recommendations for maximizing driving factors
In order to maximize the driving factors, some of the features should be improved. For example one of the driving factors is customizable, meaning that the watch can be customized according to the users taste. The watch should not only be customizable in terms of color, but has to have several customizable features such as different themes or pattern. Furthermore, the material which will be used is silicone which is a light material, but however not all users will find the material aesthetically appealing, therefore several choice material choices should be available to the user. Analysis after improvement
1 to 5
Driving factors
Product
Customizable +3 +2
+3
-1 to -5
Implement backup
-1
battery Comfortable to wear
+3
Restricting Factors
Charged by body
Use cost effective Ultrasonic Anti Mosquito Watch
-1
materials Increase product
temperature
lifespan
Water resistant
Provide different
-3
-1
choices of shapes +3
LED flashlight
Make the product
-1
smaller 14
Total
Total
-7
Net total= 14 + (-7) = 7
Evaluate After the two FFA have been done, difference between the net total can be noticed. The score of the driving forces increased and the net total increased from -1 to 7. Hence, after improvements have been done on the product, we can conclude that the product is feasible.
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PART 7. REFERENCES
PART 7. SURVEY (attach in appendix)
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