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.

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

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 of
greenhouse 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

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

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

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

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-mappingbenefits-how-business-needs-are-met-by-properly-structured-mind-maps/

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 specic 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

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

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

10

Figure 3 Top view of the product

Figure 4 Side view of the product

Figure 5 Product description

11

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/

12

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 competitors price because of the extra features implemented.

13

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. Shenzhens 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.
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.

14

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-psychographicmore.html

15

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

16

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

17

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.

18

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.

19

PART 7. REFERENCES

PART 7. SURVEY (attach in appendix)

20

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