cri documentation apu

7/25/2019 CRI Documentation APU

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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 OBJECTIVESTATEMENT ............................................................................................................................................. 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 customers 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 Earths climate is continuously changing. The Earths 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 ofgreenhouse gases, which in tur is leading to an increase in Earths 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
http://www.nasa.gov/audience/forstudents/5-8/features/what-is-climate-change-58_prt.htmhttp://www.nasa.gov/audience/forstudents/5-8/features/what-is-climate-change-58_prt.htmhttp://www.mosquitoreviews.com/mosquitoes-global-warming.htmlhttp://www.mosquitoreviews.com/mosquitoes-global-warming.htmlhttp://www.mosquitoreviews.com/mosquitoes-global-warming.htmlhttp://www.nasa.gov/audience/forstudents/5-8/features/what-is-climate-change-58_prt.htm


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1.3 Competitor analysis

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., LtdTarget 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 monthsTechnology Watch


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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 skillsword, image, number, logic, rhythm,

colour and spatial awarenessin 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/

Ultrasonic nti

Mosquito

Watch

ColourBlue

Customizable

Size Adult

Children

Ta rget Market Agricu lture/ farmers

Old aged

Children

Materiall

Silicone

Lorica

Features

Mosquito sensor

LED flashlight

Water resistant

Scratch resistant

Ultrasonic emitter

device

Power Source Solar energy

Lithium battery

Charged by body

temperature

Viewing options:

time/temperature/

date

Health monitor Calories

Count steps

Velcro

Textile

PVC


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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 designers task in generating of fresh perspectives and new ideas.

http://www.mind-mapping.co.uk/mind-mapping-information-and-advice/mind-mapping-

benefits-how-business-needs-are-met-by-properly-structured-mind-maps/
http://www.mind-mapping.co.uk/mind-mapping-information-and-advice/mind-mapping-benefits-how-business-needs-are-met-by-properly-structured-mind-maps/http://www.mind-mapping.co.uk/mind-mapping-information-and-advice/mind-mapping-benefits-how-business-needs-are-met-by-properly-structured-mind-maps/http://www.mind-mapping.co.uk/mind-mapping-information-and-advice/mind-mapping-benefits-how-business-needs-are-met-by-properly-structured-mind-maps/http://www.mind-mapping.co.uk/mind-mapping-information-and-advice/mind-mapping-benefits-how-business-needs-are-met-by-properly-structured-mind-maps/http://www.mind-mapping.co.uk/mind-mapping-information-and-advice/mind-mapping-benefits-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

supply

Design Material Colour Weight Functions Shape Watch

Solar energy Farmer PVC Blue heavy Mosquito

sensor &

Citronella

Round Water

resistant

Body

temperature

Old

aged

Textile Purple Light Ultrasonic

emitter

device

Triangle Scratch

resistant

Lithium

battery

Children Silicone Green Citronella Rectangle LED

flashlight

Lorica Red Oval

Velcro Pink

Synthetic+

Clasp

orange


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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-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

http://www.electroschematics.com/3864/ultrasound-and-insects/
http://www.electroschematics.com/3864/ultrasound-and-insects/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 competitorsprice 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 technologyto 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. Shenzhens product has just

basic features of a watch and ultrasonic emitter device. This product is designed to bringconvenience 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.

Shenzhens 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 watchs

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 coverageselective

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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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 shouldmake 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.

+2

Customizable

Ultrasonic Anti

Mosquito Watch

No backup

battery -4

+1 Comfortable to wear Cost -2

+3 Charged by body

temperature

Product lifespan -4

+3 Water resistant Shape -2

+3 LED flashlight Large in size -1

12 Total Total -13


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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 accordingto 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

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.

1 to 5 Driving factors Product Restricting Factors -1 to -5

+3

Customizable

Ultrasonic Anti

Mosquito Watch

Implement backup

battery

-1

+2 Comfortable to

wear

Use cost effective

materials

-1

+3 Charged by body

temperature

Increase product

lifespan

-3

+3 Water resistant Provide different

choices of shapes

-1

+3 LED flashlight Make the product

smaller

-1

14 Total Total -7


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PART 7. REFERENCES

PART 7. SURVEY attach in appendix)


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