BMK2614 PRINCIPLES OF MARKETING

Trimester 3, 2020/2021 (2135)

NEW PRODUCT PROPOSAL

Submission Date:

Week-6 Friday, 5.00 p.m.

Lecturer: Prof. Dr. Hishamuddin Ismail

Prepared by:
Student ID Student Name
1211307883 Tay Kai Long
1211307541 Loh Min Hui
1211307945 Rahjif Gandhi
1211307913 Yoong Jing Jing
1211311172 Tan Kai Lih

Declaration by Group Leader

I hereby declare that all group members’ names are correctly included in the above section. I
hold a copy of this assignment which I can produce if the original is lost or damaged. I certify
that no part of this assignment has been copied from any other student’s work or from any
other source except where due acknowledgement is made in the assignment.

Group leader’s signature : ____________________________

Group leader’s name : Tay Kai Long

Group leader’s student ID : 1211307883

Group leader’s H/P no : 017-9496501

Date : 15 / 09 / 2022

1|Page
 BMK2614 GROUP ASSIGNMENT EVALUATION FORM (20%) Group
Leader : Tay Kai Long Section : Group 2

Very Good
Very weak

Weak

Good
Fair
CRITERIA % REMARKS

PART 1- MARKET-PRODUCT FOCUS

1.1 Marketing Environment Analysis

Ability to discuss THREE relevant major forces that 1 2 3 4 5

may affect the community of choice

1.2 Identification and Selection of Target Market

Ability to identify TWO attractive segments of customer 1 2 3 4 5

within the community

Ability to justify the selection of the most appropriate 1 2 3 4 5

target market

PART 2- NEW PRODUCT DEVELOPMENT

2.1 Product Idea Generation and Screening

Ability to propose TWO complementary product ideas 1 2 3 4 5

to solve the needs of selected target market

Ability to justify the most profitable product idea that 1 2 3 4 5

could be commercialized

2.2 Product Concept Development

Ability to develop a concept statement based on selected 1 2 3 4 5

product idea

Ability to discuss the individual product decision 1 2 3 4 5

(product features, style, design, and quality level)
Ability to create interesting and creative positioning 1 2 3 4 5
statement to support the target market

TOTAL MARKS FOR CLO3

INTEGRATION IN NEW PRODUCT PROPOSAL

Ability to show synchronization of target market needs 1 2 3 4 5

and market trends

2|Page
Ability to show synchronization of product idea and 1 2 3 4 5
target market needs

Ability to show synchronization of product concept and 1 2 3 4 5

product idea

Ability to show synchronization of individual product 1 2 3 4 5

decisions and product concept

Ability to show synchronization of product positioning 1 2 3 4 5

and product concept

TEAMWORK (Video Recording during the

Discussion)

Ability to foster good relationship and work together 1 2 3 4 5

effectively with other group members towards goal

achievementShow clear evidence to assume 1 2 3 4 5

alternate roles as a group leader and a group member
demonstrated in practice
Able to very well respect and accept opinion of others in 1 2 3 4 5
achieving group’s objectives

TOTAL MARKS FOR CLO4

Comment: __________________________________________________________________

__________________________________________________________________

__________________________________________________________________

SIGNATURE OF EXAMINER:

_____________________________

Name:

Date:

Table of Contents
NO. CONTENTS PAGES
1 Executive Summary 5
2 1.0: Market Product Focus 6-9

3|Page
 i. 1.1 Marketing Environment Analysis
ii. 1.2 Identification and Selection of Target Market
3 2.0: New Product Development 10-18
i. 2.1 Product Idea Generation and Screening
ii. 2.2 Product Concept Development
4 Conclusion 19
5 Reference 20-21
6 Appendices 22-23

4|Page
 Executive Summary
Currently, the fax machine has become a common form of communication. It brings
numerous benefits to us, but it also has some problems that should be solved; thus, we can
improve our efficiency. The problem that we focus on is that fax documents often pile up in
the trays of the machines in offices, where numerous users share a fax machine.

Firstly, we make a marketing environment analysis and know the three major market
trends which are the economic environment, technological environment, and cultural
environment. This helps us see where the needs are in the market. Next, we realise that our
consumers will be more inclined towards most office use because most offices need to handle
large volumes of documents.

To solve this problem, we are going to design two different products which are a
system that can classify documents by detecting keywords and a system that can classify
documents by detecting formats. By RWW(Real-Win-Worth) framework, we know that the
system that system can classify documents by detecting keywords is better than others. This
is because this product has no changes required in the customer manufacturing process and it
can classify files quicker than another product. Thus, this product can reduce the labour cost
of sorting.

For the new product, the hardware and software equipment are comprehensively
designed and upgraded. The AIR (Automatic Information Retrieval) intelligent system of the
fax machine is equipped with a brand-new word recognition function and self-judgment
function, and also has a new thinking processor and auxiliary hard disk.

5|Page
1 Marketing

Product Focus

1.1 MARKETING ENVIRONMENT ANALYSIS

According to Marketing an Introduction,14th Edition, author by Gary Armstrong, a

company’s marketing environment consists of actors and forces outside marketing that affect
marketing management’s ability to build and maintain successful relationships between
targeted customers. The marketing environment can be subclassified as microenvironment
and macroenvironment. Microenvironment consists of the actors close to the company that
affect its ability to engage and serve its customers. Whereas, the macroenvironment consists
of the larger societal forces that affect the microenvironment

Three Major Market Trends:

Economic environment

A Market always require buying power as well as people. The economic environment
consists of several economic factors that affect the consumer purchasing power and spending
patterns. These factors also dramatically effect consumer’s spending and buying behaviour.

Customers are required to be more reliable and it is essential to have a better

document management. In this new Era, traditional fax is unable to compete with the global
economy as it fails to fulfil the demands required by the market. Thus, the rapid changes of
technologies have turned the markets and opportunities to come up with new innovation
which then creating a new economy.

Automatic Information Retrieval (AIR) is an add value for traditional fax machines
which will become new economy and revolution for this era.

6|Page
Technological Environment

The technological environment is perhaps the most dramatic force is now shaping the
world. This could be an opportunity or a threat. A companies cannot control technological
factors but they must respond to them. Early adopters of new technology often achieving
higher market shares and getting higher returns. However, a company must aim to take
advantage of opportunities while minimizing threats to be more competitive.

Fax machines might be old technology, but they haven’t actually gone yet anywhere
as millions are still in use in this world over. However, this is not necessarily a good thing.
This is because fax machines will slow down workplace efficiency. Although, the fax
machines might not have all been replaced yet, but a substitute certainly exists and is ready to
take over.

Automatic Information Retrieval (AIR) is the fax replacement of the current

business needs. It is optimised for the modern workplace; it is next step in the evolution of
the fax.

Culture Environment

Cultural environment is the behaviour or beliefs of a certain group of people based on

factors influencing their culture. Studying cultural environment is very important for any
business to thrive as it helps them make the right product for the right people at the right
place at the right time & right price. Aligned with technology innovation that’s getting wider
businesses demands business process to be faster. In this current era, fax was replaced by
email or document sharing which makes business process to be faster. By expanding business
of customers required more reliable and fast document management solutions.

Automatic Information Retrieval (AIR) is the solutions to fast document management

and satisfy business need.

7|Page
1.2 Identification and Selection of Target Market

According to Linton (2017), an attractive market segment can be well suited to a

company's capabilities, product range, and customer needs. So, the right company succeeds
by delivering exceptional value to customers in that segment. So, based on the segments, we
found attractive segments to be household, office, and government. The functionality of the
products we offer in these three markets is probably the most beneficial to them.

Generally speaking, the product features of fax machines will be based on the
consistency between market preferences, trends, and needs (What Does a Marketing Segment
Manager Do, 2020). As we all know, a fax machine refers to the transmission of scanned
printed material (text or images) by a telephone, usually with a telephone line connected to a
printer or other output device. Moreover, our products will be upgraded according to the
difficulties and needs of modern people. Therefore, to implement this proposal, the following
conditions must be met:

I. Documents are large and easy to accumulate

II. Requires manual classification of documents

III. High labour cost

This is especially important when files are large and prone to piling up and requiring
manual sorting of files since a large number of files can be cluttered and manual sorting of
files is time-consuming and labour-intensive. However, there may be additional requirements
beyond those listed above. The following table shows the differentiated needs of each
segment target market:

8|Page
 Office Household Government

● Efficient and needs ● Low cost ● Efficient and needs

to handle large to handle
● ● Versatility ●
volumes of confidential
documents documents

Can reduce the cost Can reduce the cost

of the labour of the labour but
needs to the more
safety

Through the differentiated needs of each target market segment, we found that the use
of fax machines is biased mainly towards offices and governments. At the same time, our
products will be more suitable for office and government needs. This is because the function
of our product is to solve the problem of document accumulation in offices and government
units.

Offices need our products because they can be prioritized efficiently during busy
times, and can automatically detect relevant text during document receipt, and then sort and
process them. In such a process, and the problem of file accumulation and easy accumulation
can be effectively reduced.

In addition, the government will need to use our products because the information and
documents of government units tend to be classified or kept secret. Therefore, the use of our
products can efficiently detect and process files.

Finally, our consumers will be more inclined towards office use.

9|Page
2 Creating

Product Development

2.1 Product Idea Generation and Screening

2.1.1 Idea generation 
 In today’s office environment, faxing has become a common and important form of
communication. In offices where many users share fax machines, fax documents often
pile up in the trays of the machines. These documents need to be sorted by a person
for further processing and replies.  
 This process requires significant labour costs and exposes us to the risk of lost or
misdirected documents. To improve efficiency and reduce labour costs, we would like
to propose two product ideas that companies could use to solve this problem.
 Two complementary product ideas：
1.Classify files by detecting keywords.
The consumer can solve the problem which uses our system to detect the keywords
such as signature, quotation and others, so we don't need to manually classify, reduce
labour costs, and save classification time. This will let consumers improve the
efficiency of employees.
2.Classify files by detecting format.
The consumer can solve the problem which uses our system to detect the format. We
classify them by format such as invoices, and quotation format， so we don't need to
manually classify, reduce labour costs, and save classification time. We will set the
format on the internet to do the modal of it. When they're similar more than 90percent
will automatically classify them.
 For products, the product environment is very important, and choosing the right target
market will make the market of products bigger and give it to more suitable
consumer.
 The two products we designed are classified documents to help consumers save their
time and labour cost. As a reference for product creation, we use RWW （Real-WIN-
Worth ） framework for the purpose of supporting idea screening process. This

10 | P a g e
 framework tells the team where the risks and problems are so as to select the best
market opportunity.

2.1.2 Idea Screening

Before deciding to produce new products, we should examine the risks and evaluate
them. We ask our group member to fill in this form to infer that they think the product can be
produced and that they think the risk of produce it. According to this, we can find out the
more suitable and better products to our target consumer.

Real > Win > Worth Potential Questions and Scoring Continuums
P1 P2 Total
P1 P2
Market 1.1. What is the need, want, or problem to solve? 3 3 30 30
Attractiveness 1.2. Who are the identifiable customer(s) willing to
9 9 90 90
(10) buy?
1.3. How attractive is the market potential? 3 3 30 30
Technical 2.1. What is the idea, concept, or solution that addresses
9 9 90 90
Feasibility the identified need?
(10) 2.2. To what extent do we have the technology and
1 0 10 0
REAL

expertise to make it? (technical risk)

2.3. To what extent do we have the manufacturing or
delivery New Manufactu capacity to provide it? 1 1 10 10
(manufacturing risk)
2.4. How likely can we make the product within the
1 1 10 10
defined market window? (timing risk)
2.5. To what extent will the product fit the customer's
9 3 90 30
processes? (commercial risk)
Product 3.1. To what extent can our solution compete on design
3 3 24 24
Advantage or performance features?
WIN

(8) 3.2. To what extent does the 1 1 8 8

product compliment or enhance an existing product
offering? (product cannibalization risk)

11 | P a g e
 3.3. To what extent does our price meet customer
0 0 0 0
expectations? (pricing risk)
Synergiesw. 4.1. To what extent does it leverage our core technology
3 3 24 24
Core or build on an existing platform? (investment risk)
Competitive 4.2. To what extent do we have
(8) a path to market and business 0 0 0 0
model to be successful? (market share risk)
4.3. To what extent do we have the experience, skills,
1 1 8 8
and human resources to be successful? (project risk)
Strategic Fit 5.1. How well is this opportunity aligned with the
3 3 18 18
(6) strategic plan for our organization?
5.2. To what extent does this opportunity open the door
1 1 6 6
to new business in the future?
5.3. To what extent are there overriding factors? 1 1 6 6
Risk/Reward 6.1. What are the capital requirements? (financial risk) 1 1 6 6
(6) 6.2. What are the full-time equivalent requirements?
1 1 6 6
WORTH

(human capital risk)

6.3. What is the range for projected annual sales in year
3 3 18 18
five?
6.4. What is the projected range for rate of return on
0 0 0 0
capital invested?
6.5. What is the range for projected size of return in ten
3 3 18 18
years?
6.6. To what extent do we have confidence in the
1 1 6 6
opportunity? (forecast risk)
total 508 438
 From the result of idea screening, the product that classify files by detecting keywords
in Technical Feasibility is easier than another product and fit the customer's processes.
 This is because the product 1(detect by keyword) no changes required in customer
manufacturing process. The customer did not need to change the fax documents
format when fax to others. This greatly facilitates both the faxer and the receiver.

12 | P a g e
  Other reason is product 1(detect by keyword) classify files quicker than another
product and our target market is classify many documents, so the product 1 can make
more benefit to consumer.

13 | P a g e
2.2 Product Concept Development

2.2.1 Develop the product idea into a product concept

Product Idea

The automatic classification system will add into the internal machine of the fax
machine, and the system will classify and integrate objects such as documents which is useful
to the office user.

Product Concept

The hardware and software equipment of the new fax machine is comprehensively
designed and upgraded. The AIR (Automatic Information Retrieval) intelligent system of the
fax machine is equipped with the brand-new word recognition function and self-judgment
function, and also having the new thinking processor and auxiliary hard disk, it will
automatically detect all the content that received from the documents. In the process, the
accuracy of the content can be confirmed by comparing the content that prepared by the user
or the system can find the materials from online network for data analysis. After completing
the detailed analysis, the AIR intelligent system will classify the data according to the content
displayed in the file. After the classification, the AIR intelligent system will also
automatically store the data in the fax machine, and will also transmit the file to the user who
needs to get the file. Compared with other fax machines on the market, this high-performance
fax machine can process a large number, variety and content of documents more quickly and
users can easily get the files they need during in the processing.

During the whole process of the operation of the fax machine, the fax machine of the
AIR intelligent system does not require manual analysis and integration, and the documents
required by the user need to be extracted from the fax machine at any time. Therefore, it is
very suitable for office users.

14 | P a g e
2.2.2 Ability to discuss the individual product decisions

product features
fax machine:

 Getting speed dial feature in fax machine phone

 Can send and receive print data at any time
 With copy function, for tasks that require hard copy input
 Equipped with lines to monitor incoming calls, transmit voice to the telephone, and
send faxes to the fax machine
 Paperless document reception possible
 Use a laser to print documents to ensure fax accuracy
 Has the function of scanning documents
 Works with all paper sizes, no need to use specific fax paper
 The fax machine has a disassembly function, the user can disassemble the damage
according to the manual

Automatic Information Retrieval System (AIR):

 Extremely fast transfer speed
 All-round digital reception of information
 Provide wired and wireless network services
 There is a security function to ensure that the equipment is not violated
 Receive and process all messages 24 hours every day
 A progress and status tracker that records sent and received faxes and displays the
current status of fax machines
 Data can be transferred to the apps and the user's e-mail inbox
 Junk fax filtering, reducing spam and clutter will help keep your inbox clean and
organized.
 Can automatically adjust file sharpness
 If an urgent file is analysed, it will be given priority to the user
 Automatically save records of fax activity for easy retrieval later

15 | P a g e
product style

 Designed in a monotone style

 Black and white theme
 Set paper storage space below
 Offer 1 year warranty
 Auxiliary accessories:
o Power Adaptor x1 set
o Black Ink Cartridges x1 set
o Colour Ink Cartridges x1 set
o Cable connect x1 set

16 | P a g e
product design
fax machine
 Dimensions: 495 x 427 x 650mm (Width x Depth x Height)
 Weight: 9kg
 Design of the fax including font size, colour and images:
o Colour: The document in the fax will start with a solid white background and a
solid black content font colour.
o Font: When faxing, the Calibri font will be used, and the size is defined as size
10. (We recommend a softer rounded font).
o Image: If no pixel is set, it will be based on 480p

Automatic Information Retrieval System (AIR)

 Designed for office user

 Getting a brand-new processor to run the system
 Equipped with WIFI card for network
 Design Detectable Features
 Always think about features for a long time, so no misclassification

17 | P a g e
quality level

 Advanced calculator that will automatically analyse, organize and store documents,
users do not need to deal with documents by themselves
 The automatic computer can turn on the detection function at the same time when
receiving the file, and read and comprehend the file at an average speed of reading
one page per second. After getting the meaning of the content, it will start to put the
file into the corresponding archive.
 If the fax machine receives the picture file, the air system will start the UI automation
of the image recognition system to parse it. The system will classify the text, item and
character status in the picture and classify the pattern, and will not harm the picture
 Fax files will be transferred at 400mbps over wireless networks and telephone lines
without external interference to avoid data loss

18 | P a g e
2.2.3 Positioning Statement
Automatic Information Retrieval (AIR) is made for the people who are working in an
office and using a common fax machine . In offices where many users share fax machines,
fax documents often pile up in the trays of the machines. These documents need to be sorted
by a person for further processing and replies. The consumer can solve the problêm which
uses our system to detect the keywords such as signature, quotation and others , so we don't
need to manually classify, reduce labor costs, and save classification time. This will let
consumers improve the efficiency of employees. During the whole process of the operation of
the faxmachine, the fax machine of the AIR intelligent system does not require manual
analysis and integration and the documents required by the user need to be extracted from the
fax machineat any time.

19 | P a g e
 Conclusion
The assignment proposal by the principle of marketing gives us an insight into the
reasons why fax machines are not yet obsolete in today's businesses and government units. In
addition, we were able to address the needs of today's society in our research on how to meet
the needs of today's society for fax machines. However, from our initial immature ideas, our
repeated understanding of the product and the advice we received from our teachers made our
ideas for the product more detailed and relevant to the requirements of people for fax
machines. In addition to this, we have continued to refine our ideas through Google Meet
meetings. In addition, we also discuss with our teachers through the Consultation Hours and
give them advice on our ideas so that we can better develop our new products. At the same
time, we are constantly working to improve our new products as Steve Jobs said "Creativity
is just connecting things."

In the future, we will be exposed to more new things and new knowledge, and we will
all face new challenges. In this progressive society, we have seen many new creations and
improvements that have changed the entire market, such as movie tapes that have been
eliminated from online movies, the gradual improvement and enhancement of the functions
of telephones, and others. We are very fortunate to be able to see the changes in the market
and the improvement of products in this proposal discussion, and begin to slowly understand
the truth and significance. This is a new challenge and a new goal for us. We also look
forward to the market economy knowledge we can learn this time in the future to help us in
the discussion and research and development of new products in the future, and hope that we
can continue to progress and learn from it.

20 | P a g e
 Reference
Aashish Pahwa. (February 28, 2022). Marketing Environment: Explanation, Components, &
Importance. Retrieved September 16, 2022, from https://www.feedough.com/marketing-
environment/

MBA Skool Team. (October 30, 2021). Cultural Environment - Meaning, Importance &
Components. Retrieved September 16, 2022, from https://www.mbaskool.com/business-
concepts/marketing-and-strategy-terms/1802-cultural-environment.html#:~:text=Cultural
%20environment%20is%20the%20behavior,the%20right%20time%20%26%20right
%20price

Linton, I. (2017, November 21). What Is an Attractive Marketing Segment? Your

Business. Retrieved September 12, 2022, from https://yourbusiness.azcentral.com/attractive-
marketing-segment-2732.html

What Does A Marketing Segment Manager Do. (2020, October 2). Retrieved September
12, 2022, from https://www.zippia.com/marketing-segment-manager-jobs/what-does-a-
marketing-segment-manager-do/

產品創新前 以 RWW 法則自我評估. (n.d.). Retrieved September 16, 2022, from

https://xiangyu-macau.oss_cnhongkong.aliyuncs.com/app/szb/pc/content/202010/04/
content_73619.html

Wikipedia. (20 August 2022). Retrieved September 16, 2022, from

https://en.wikipedia.org/wiki/Fax

Brother at your side. Retrieved September 16, 2022, from

https://www.brother.com.my/en/products/all-fax-machines/fax-machines/fax-2840

Matt Grech. (August 12, 2016). Retrieved September 16, 2022, from
https://getvoip.com/blog/2016/08/12/powerful-online-faxing-features/

太平洋家居网. (n.d.). (May 22,2019). Retrieved September 16, 2022, from

https://ishare.ifeng.com/c/s/7mu4jiE468E

21 | P a g e
Hsu A. (2022, September 14). 【名人語錄】50 句 賈伯斯經典名言語錄：人生有限，別
浪費時間為他人而活（中英文對照） Steve Jobs Quotes. Ariel Hsu 的祕密花園. Retrieved
September 16, 2022, from https://arielhsu.tw/steve-jobs-words/

22 | P a g e
 Appendices
Action steps of REAL, WIN, WORTH:

Although project screening teams vary by company, type of initiative, and stage of
development, effective teams typically involve members from across functions, including
R&D, marketing, and manufacturing. Service business teams would also include members
from systems and IT. They should work with senior managers who are familiar with the
screen and who can dispassionately push for accurate answers. The development team then
answers the six fundamental questions by exploring an even deeper set of supporting
questions. The team determines where the answer to each question falls on a continuum
ranging from definitely yes to definitely no. A definite no to any of the fundamental questions
typically leads to termination of the project, for obvious reasons.

1. Real:

The first set of questions focuses on the market. Is there a need or desire for the product? Can
the customer buy it? Is the size of the potential market adequate? Will the customer buy the
product? Are there subjective barriers to purchasing it? Is there a clear concept? Can the
product be made or the service designed? Could it be created with available technology and
materials, or would it require a breakthrough of some sort? If it can be created, can it be
produced and delivered cost-effectively, or would it be so expensive that potential customers

would shun it? Will the final product or service satisfy the market?

2. Win:

Assuming that there are no definite “No’s” in the first step, move on to exploring the
competitive environment. Can the product or service be competitive? Does it have a
competitive advantage? Can someone else’s offering provide customers with the same results
or benefits? Can the advantage be sustained? How will competitors respond? If we were
going to attack our own product or service, what vulnerabilities would we find? How can

we reduce them? Would the product or service survive a sustained price war? Can our
company be competitive? Do we have superior resources? Do we have appropriate
management? Does the organization have direct or related experience with the market, are its
development-process skills appropriate for the scale and complexity of the project, and does
the project both fit company culture and have a suitable champion? Can we understand and
respond to the market?

23 | P a g e
3. Worth It:

Finally, if the R-W-W Screen shows promise in the first two steps, it’s time to explore the
risks vs. payoffs. Will the product or service be profitable at an acceptable risk? Are
forecasted returns greater than costs? Are risks acceptable? How will small changes in price,
market share, and launch timing affect cash flows and break-even points? Does launching the
product make strategic sense? Does the product or service fit our overall growth strategy?
Will it enhance the company’s capabilities by, for example, driving the expansion of
manufacturing, human capital, logistics, or other functions? Will it have a positive or a
negative impact on brand equity? Will it cannibalize or improve sales of the company’s
existing products or services? (If the former, is it better to cannibalize our own products than
to lose sales to competitors?) Will it enhance or harm relationships with stakeholders-dealers,
distributors, regulators, and so forth? Does the project create opportunities for follow-on

business or new markets that would not be possible otherwise?

24 | P a g e
All innovation involves risk, but by answering all the relevant questions in the R-W-W
Screen you will have completed an effective due diligence analysis. You can be more

confident in your recommendations, more influential with key stakeholders, and more likely

to focus your innovation resources on projects that are well worth the costs. Summary

of Video Recording

25 | P a g e
Brief report about the recorded
After we put forward the matters that need to be prepared for this report, each team member
began to put forward their own ideas and suggestions, and then we voted on the satisfactory
works.

Google meeting recording:

https://drive.google.com/file/d/1K7WAZ4n3tHQKOo7OQGEI3LpgHZMPcOCD/view?
usp=sharing

26 | P a g e
 Group Leader’s declaration
(Each group member, including the group leader, must individually fill up and submit this form. This
form is to be inserted in the final submission.)

For the purpose of completing this assignment, I have performed the following tasks (please
list):

Part:2.2 Product Concept Development

-2.2.1 Develop the product idea into a product concept. Then, put the product
concept into a CONCEPT STATEMENT that detailed explain the idea in terms that
consumers
-2.2.2Discuss the following INDIVIDUAL PRODUCT DECISIONS for this product
concept:(Product features, style, design, and quality level)

Conclusion

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group Leader’s signature : ________________________________

Group Leader’s name : Tay Kai Long______________________

Group Leader’s ID : 1211307883_______________________

Date : 17 / 09 /2022_______________________

27 | P a g e
 Group Member’s Declaration
(Each group member, including the group leader, must individually fill up and submit this form. This
form is to be inserted in the final submission.)

Group Member’s Name : Loh Min Hui___________________

Student ID : 1211307541___________________

For the purpose of completing this assignment, I have performed the following tasks (please
list):

Part 2.1 Product Idea Generation and Screening

- 2.1.1 Ability to propose TWO (2) complementary product ideasto solve the needs of
selected target market
- 2.1.2 Ability to justify the most profitable product idea thatcould be commercialized

Executive Summary

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group Member’s Signature : ________________________________

Group Member’s Name : Loh Min Hui_______________________

Group Member’s ID : 1211307541______________________

Date : 17 / 09 /2022_______________________

28 | P a g e
 Group Member’s Declaration
(Each group member, including the group leader, must individually fill up and submit this form. This
form is to be inserted in the final submission.)

Group Member’s Name : Rahjif Gandhi__________________

Student ID : 1211307945___________________

For the purpose of completing this assignment, I have performed the following tasks (please
list):

Part 1.1 Marketing Environment Analysis

- Ability to discuss THREE (3) relevant major trends that may affect the community of
choice

Part 2.2 Product Concept Development

- 2.2.3 Ability to develop a positioning statement

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group Member’s Signature : ________________________________

Group Member’s Name : Rahjif Gandhi_____________________

Group Member’s ID : 1211307945______________________

Date : 17 / 09 /2022_______________________

29 | P a g e
 Group Member’s Declaration
(Each group member, including the group leader, must individually fill up and submit this form. This
form is to be inserted in the final submission.)

Group Member’s Name : Yoong Jing Jing________________

Student ID : 1211307913___________________

For the purpose of completing this assignment, I have performed the following tasks (please
list):

Part 2.1 Product Idea Generation and Screening

- 2.1.1 Ability to propose TWO (2) complementary product ideasto solve the needs of
selected target market
- 2.1.2 Ability to justify the most profitable product idea thatcould be commercialized

Executive Summary

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group Member’s Signature : _________________________________

Group Member’s Name : Yoong Jing Jing ___________________

Group Member’s ID : 1211307913 ______________________

Date : 17 / 09 /2022_______________________

30 | P a g e
 Group Member’s Declaration
(Each group member, including the group leader, must individually fill up and submit this form. This
form is to be inserted in the final submission.)

Group Member’s Name : Tan Kai Lih___________________

Student ID : 1211311172___________________

For the purpose of completing this assignment, I have performed the following tasks (please
list):

Part 1.2 Identification and Selection of Target Market

- Ability to identify TWO (2) attractive segments of customer within the community
- Ability to justify the selected target market and their appropriate need and want in
detai

Conclusion

I hereby declare that I have assessed the final submission and I take full responsibility
should there be any inaccuracies, incompleteness, omissions, delays or non-submission.

Group Member’s Signature : ________________________________

Group Member’s Name : Tan Kai Lih_______________________

Group Member’s ID : 1211311172______________________

Date : 17 / 09 /2022_______________________

31 | P a g e