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Executive summary

  • - 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

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

Demographic .........................................................................................................................15

4.1.1

Geographic ............................................................................................................................15

4.1.2

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.

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1.3 Competitor analysis

Name

Name

Source:

http://www.alibaba.com/product-detail/Deet-Free-Mosquito-

 

Repellent-Wrist-

Watch_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

Uniqueness

Eco friendly (silicone)

Waterproof

Glow in the dark

Available in different sizes

Limitations

effective for only 2-3 months

Technology

Watch

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Name

Name

Source: http://www.alibaba.com/product-detail/Watch-Type-

 

Necklace-type-Mosquito-

Repeller_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

Uniqueness

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

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  • 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

Count steps Power Source Solar energy Mosquito sensor Lithium battery LED flashlight Charged by body temperature
Count steps
Power Source
Solar energy
Mosquito sensor
Lithium battery
LED flashlight
Charged by body
temperature
Water resistant
Watch
Health monitor
Calories
Ultrasonic emitter
device
Scratch resistant
Viewing options:
time/temperature /
date
Colour
Blue
Customizable
PVC
Textile
Silicone
Materiall
Lorica
Velcro
Features
Size
Adult
Old aged
Children
Ultrasonic Anti
Target Market
Agriculture / farmers
Mosquito

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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.

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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

Shape

Watch

supply

Solar energy

Farmer

PVC

Blue

heavy

Mosquito

Round

Water

sensor &

resistant

Citronella

Body

Old

Textile

Purple

Light

Ultrasonic

Triangle

Scratch

temperature

aged

emitter

resistant

device

Lithium

Children

Silicone

Green

 

Citronella

Rectangle

LED

battery

flashlight

   

Lorica

Red

   

Oval

 
   

Velcro

Pink

       
   

Synthetic+

orange

       

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.

PART 3. PRODUCT CONCEPT DESCRIPTION 3.1 Opening The Ultrasonic Anti Mosquito watch is a combination of

Figure 1 Visual image of the product

PART 3. PRODUCT CONCEPT DESCRIPTION 3.1 Opening The Ultrasonic Anti Mosquito watch is a combination of

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

Figure 3 Top view of the product

Figure 3 Top view of the product Figure 4 Side view of the product Figure 5

Figure 4 Side view of the product

Figure 3 Top view of the product Figure 4 Side view of the product Figure 5

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-from-

insect-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

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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-psychographic-

more.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
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

-1 to -5

Factors

17

 

Customizable

 

No backup

 

+2

battery

-4

+1

Comfortable to wear

Cost

-2

+3

Charged by body

Ultrasonic Anti

Product lifespan

-4

temperature

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

Restricting Factors

-1 to -5

+3

Customizable

 

Implement backup battery

-1

+2

Comfortable to

Use cost effective

-1

wear

Ultrasonic Anti

materials

+3

Charged by body temperature

Mosquito Watch

Increase product lifespan

-3

+3

Water resistant

Provide different choices of shapes

-1

+3

LED flashlight

Make the product smaller

-1

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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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