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BM006-3-2-CRI

INDIVIDUAL ASSIGNMENT

INDIVIDUAL ASSIGNMENT

NAME

: TULASINATAN A/L MUTHUALAGU

STUDENT ID

: TP026049

INTAKE CODE

: UC2F1404IT (FC)

SUBJECT

: CREATIVITY AND INNOVATION (BM006-3-2-CRI)

LECTURER

: MADAM HASLINA HASHIM

PROJECT TITLE

: SWEET CHERRY TECHCRADLE

DATE COMPELETED : 30th JANUARY 2014


WORD COUNT

: 2119 WORDS (Excluding Tables, diagrams, charts, tables, captions,

citations and references)

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Table of Contents
ACKNOWLEDGEMENTS.......................................................................................... 3
EXECUTIVE SUMMARY............................................................................................ 4
1.

PROBLEM STATEMENT..................................................................................... 5

2.

COMPETITOR ANALYSIS....................................................................................5
Competitors Profile:............................................................................................ 5
Common Attributes:........................................................................................... 5

3.

OBJECTIVE STATEMENT.................................................................................... 7

4.

IDEA GENERATION........................................................................................... 7
Scamper............................................................................................................. 7
Attribute Listing.................................................................................................. 9

5.

PRODUCT CONCEPT DESCRIPTION................................................................10


Opening............................................................................................................ 10
Design.............................................................................................................. 10
Features............................................................................................................ 10
Functions.......................................................................................................... 12
Frequency of Usage.......................................................................................... 13
Price................................................................................................................. 13
Availability for purchase................................................................................... 13
Technology........................................................................................................ 13

6.

MARKET IDENTIFICATION...............................................................................14

7.

IDEA EVALUATION.......................................................................................... 15
Force Field Analysis.......................................................................................... 15
Sticking Dots.................................................................................................... 18

8. CONCLUSION................................................................................................... 20
9. REFERENCES.................................................................................................... 21
10. APPENDIX...................................................................................................... 23

ACKNOWLEDGEMENTS
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I would like to express my deepest appreciation to all those who provided me the possibility
to complete this assignment. A special gratitude I give to my Lecturer Madam Haslina
Hashim, whose contribution in stimulating suggestions and encouragement helped me to
coordinate my assignment especially for teaching me this module in such a way that I were
able to learn this highly technical module very easily.
Finally, an honorable mention goes to my family and friends for their understandings and
supports me in completing this assignment. Without helps of the particular that mentioned
above, I could face many difficulties while doing this.

TULASINATAN A/L MUTHUALAGU (TP026049)

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EXECUTIVE SUMMARY
Sweet Cherry Enterprise (M) Sdn Bhd was established in 1990. As a home grown brand,
Sweet Cherry is proud to grow through leaps and bounds to become a market leader for infant
and toddler products under its trade brand SWEET CHERRY.
The Sweet Cherry infant and toddler product range covers a vast number of items including
strollers, buggies, car seats, walkers, high chairs, playards, high chairs, baby carriers, baby
cots and infant beddings. Sweet Cherry products are innovatively designed to be both
comfortable whilst stimulating creativity. Currently our Sweet Cherry Techcradle is in the
preliminary stage. This product is given some advance features for cradle as it sounds
different and creative. This system is actually an enhancement for safety environment and
also improve the IQ level of the babies and toddlers.
There are few competitors such as Fisher-Price, Inc. and Kyuushuu University of Japan.
Products manufactured by Sweet Cherry Enterprise (M) Sdn Bhd are superior to competitor
products because of uniqueness. Henceforward established brand name, innovative and low
cost producer status, expedites Sweet Cherry Enterprise (M) Sdn Bhd with a competitive
advantage in the market.

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1. PROBLEM STATEMENT
As babies and toddlers are still small, they need a full supervision from their parents
all the time and this restricts the parents to do any housework or other works.

COMPETITOR ANALYSIS

2.

As specified earlier Sweet Cherry Enterprise (M) Sdn Bhd. competes with FisherPrice, Inc. and Suima automatic cradle developed by the Kyuushuu University of Japan.
Thus our Techcradle will be compared with two of the competitors products which
serves the same purpose.

Competitors Profile:
I.

Fisher-Price, Inc.
Fisher-Price is an American company that produces toys for infants and children,
headquartered in East Aurora, New York. Fisher-Price has been a wholly owned
subsidiary of Mattel since 1993.

II.

Kyuushuu University of Japan


It has been developed by the Kyuushuu University of Japan, keeping in mind how
difficult the job of baby-sitting is.

Common Attributes:
The table below compares and contrasts the Techcradle to two of the selected competitors
product of the same tenacity.

Company
5

Sweet Cherry Enterprise (M)

Fisher-Price, Inc.

Kyuushuu University

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Name

Sdn Bhd

Product

Techcradle

Name

of Japan
My Little

Suima automatic

SnugaMonkey Special

cradle

Edition Cradle n
Uniqueness

Easy to assemble,
portability and
storage.
Includes 120-volt AC
adapter.
Detects crying sound
of the infants.
automatic swinging

Limitation

Technology

Parents need a
smartphone to be
connected with the
Bluetooth from
receiving signals
from the tablet which
is in the cradle.
Need a big space for
locate the cradle in
the room.
heavy
Micro Digital
projector technology,
surround sound
system, cctv
technology, sound
and thermocouple
sensor technology

Table 1

3. OBJECTIVE STATEMENT
6

Swing
Includes 120volt AC adapter
for battery-free
operation, or
requires
batteries.
Easy to
assemble,
portability and
storage.
automatic
swinging
Higher weight
babies might
damage the
swing system
easily because
this product have
a weight limit.

Smart Swing
Technology

An embedded
sound sensor
that detects
crying noises.
Easy to
assemble,
portability and
storage.
automatic
swinging

Suima is a very
expensive
purchase for an
item used for a
short period of a
child's life.

Uses sound
sensors detect
the infants cry
and starts
rocking the
cradle.

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This Techcradle is developed to encourage the parents for a supervision of their babies,
through creative and innovative determinations.

4. IDEA GENERATION
Scamper
Scamper is a technique in which questions are asked about the already existing products
using the mnemonic this word stands for. This words each alphabet stands for a different
word and each word is used in this technique to come up with new and innovative idea for a
product.
Scamper stands for:

Table 2

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Table 3: Scamper technique


Evaluation:

The advantage of Scamper is the efficiency of work. It can record more in same amount of
time and easily add more ideas or links later. Combining all the outcomes would result in an
even better outcome which has all the features discussed in the scamper technique. It's also
easy to remember due to straight to the point way.

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Attribute Listing
Attribute listing is another idea generation technique which is aims to address all possible
features of all aspects of the product on the purpose of spinning the alternatives owned by the
product itself so that it helps to generate new ideas regarding the product.

Table 4

Evaluation:

The advantages of attributes listing is when list down a project attributes, it's easy to
brainstorm how that attribute can be altered, improved, combined or subtract to contribute
more positively ideas to the overall project.

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5. PRODUCT CONCEPT DESCRIPTION


Opening
Childcare have brought their innovative design skills into the home, to set the standards of
manufacture and design for today's nursery. The new revolution of the technology leads to a
new creation and innovation idea for babies and toddlers. The Techcradle given some
advance features for cradle as it sounds different and creative. This system is actually an
enhancement for safety environment and also improve the IQ level of the babies and toddlers.

Design
As seen from the figure, the design of Techcradle express is bigger than the normal cradle we
can see commonly. This is because the design needs to be filling up with extra features that
have never come out with. This cradle is heavier than normal cradles, because Techcradle
used teak wood as the material for the design.

Features
There are some features invented in the Techcradle. The Techcradle automatic cradle features
a sound sensor that detects crying sounds of the baby and sent the information through
Bluetooth to the parents. Besides, the cradle will started to rock whenever the baby is started
to crying. Next, thermocouple sensor which helps to detect the room temperature and sent it
to the smartphone that used by their parents. There is a Micro Digital projector attached on
top of the cradle, where the projection will be 3meters away on the wall. Parents can adjust
the sizing as their wish up to 60inches. Besides, there are 2 surround speakers with Dolby
sound at the corner of cradle, is for videos projection sound. Not only that, there is a USB
port in cradle, which allows to plays different videos of rhymes, animation and cartoons
which helps to increase the IQ level of babies, to be played. The cradle also comes with a
camera on top of it. This enable parents to keep watching infant's activities. The Techcradle
Includes 120-volt AC adapter and also built up with internal battery which is non-removable
50,000mAh.This rechargeable Lithium Ion battery provides up to 10 hours. There is
enough battery power to cover consumption of the Techcradle. This Techcradle cost about
RM 3000.00.

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The figure below illustrates the anatomy of Techcradle.

Figure 1
Basically the lower bottom part of the cradle is where the rechargeable battery compartment
is located. The tablet which is fixed on the cradle is used for sent information to the parents
by the Bluetooth function.

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Figure 2

Functions
The table below outlines the each function of Techcradle in detail.
Function
LCD projector
screening

Description
There is a Micro Digital Projector attached on top of the cradle, where
the projection will be 3meters away on the wall. Parents can adjust the
sizing as their wish up to 60inches. Besides, there are 2 surround
speakers with Dolby sound at the corner of cradle, is for videos
projection sound. Not only that, there is a USB port in cradle, which
allows to play different videos of rhymes, animation and cartoons which

Sound sensor
&
Swinging/
Rocking

helps to increase the IQ level of babies, to be played.


The Techcradle automatic cradle features a sound sensor that detects
crying sounds of the baby and sent the information through Bluetooth to
the parents. Besides, the cradle will started to rock whenever the baby is

Thermocouple

started to crying.
To detect the room temperature and sent it to the smartphone that used

Sensor

by their parents. If the room temperature is low, the sensor will sent
information to the parents to increase the air conditioner level.
Table 5

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Frequency of Usage
Cradle is daily usage product of a childs life period which will 2 to 3 years. After that the
cradle can be used for their next baby if they have planned. So the Techcradle provide them
with good comfort and service.

Price
A price of RM3000.00 would be a perfect bargain. As compared to the competitors products
this product has an extra features. So this price will be reasonable to customer to buy this
cradle.

Availability for purchase


The main target location for these cradle are the Asia and Oceania countries like Malaysia,
Singapore, Thailand, Taiwan, Indonesia, etc.

Technology
The technology that involve in this product will be Bluetooth at the first place. The Bluetooth
is a communication technology which can help to connect two different devices. Another
technology involve is camera which can use to video recording. So that the parents can keep
on watching the infants activities. Techcradle features a sound sensor that detects crying
sounds of the baby and sent the information through Bluetooth to the parents.

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6. MARKET IDENTIFICATION
Market identification can be defined as, The process of a marketer in identifying the most
profitable areas to offer a new product or service. (Business Dictionary, 2013). Market
identification is a process in which the marketer identifies the most profitable location to
offer the products and services. It can be divided in to THREE categories which are
geographic, demographic and psychographic.

The table beneath particularizes the target market for the Techcradle based on geographic
characteristics and demographic physiognomies.
Target

Type

Criteria

Reason for choice of criteria

Country

Asia and Oceania

The Sweet Cherrys Techcradle is

Market Subcategory
Geographic

applicable to be used across the globe


in countries. The Techcradle Includes
120-volt AC adapter and also built up
Area

Town/City

with internal battery. The battery


provides up to 10 hours. However it
needs electricity to use for long time,
so town or city areas are more

Demographic

Gender

Unisex.

preferable.
Sweet Cherrys Techcradle will be
accessible for use to both sexes. It is

Age

< 3 years

simple

and

easy

to

assemble,

henceforward user safety is the Sweet


Cherrys utmost priority henceforth the
age criteria is set to be used by
individuals less than 3 years of age.

Table 6

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7. IDEA EVALUATION
In this section, we will cover on Force Field Analysis and Sticking Dots.

Force Field Analysis


Force Field Analysis is a useful decision-making technique. It helps you make a decision by
analyzing the forces for and against a change, and it helps you communicate the reasoning
behind your decision. Force Field Analysis can be used for two purposes. First, to decide
whether to go ahead with the change. Second, is to increase your chances of success, by
strengthening the forces supporting change and weakening those against it.
A survey was conducted which involved unveiling the prospect of the Sweet Cherrys
Techcradle to consumers in order to recognize the supportive influences and the restraining
aspects.

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Table 7

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Table 8

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Sticking Dots
Attributes

Comfort
Features
Design
Benefits
Safety
Technology
Price
Total

My Little SnugaMonkey
Special Edition Cradle n
Swing

23

Suima automatic
cradle

Techcradle

24

29

Sticking dots technique is a powerful idea evaluation technique in which ways that allows
individuals or groups to vote for their favorites from a list by sticking colored dots next to
their choices.
Table 9

Excellent
Very Good
Good
Not Bad
Poor

Analysis
The product Techcradle is the main focus of this assignment. Sticking dot voting analysis is
used in order to weigh its attributes where it stands in the market with its competitors.
Common attributes of the Techcradle, Suima automatic cradle and My Little SnugaMonkey
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Special Edition Cradle n Swing are compared together in the table above.The table shows
that Techcradle gets a staggering 29 sticking dots out of 35 while its competing products
Suima automatic cradle get 24 points and My Little SnugaMonkey Special Edition Cradle n
Swing get 23 points each.

8. CONCLUSION
In a nutshell through creative and innovative determinations Sweet Cherry Techcradle is
ready to be launched to serve the people with a richer experience. All techniques have been
used to determine whether the product is viable or not. The above analysis done explains in
detail all the strength and weaknesses and comparison of the Techcradle with its competitor

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Fisher-Price, Inc. and Kyuushuu University of Japan. According to the sticking dots and the
scores achieved, Techcradle are considered as better than its competitors.
Analysis and survey results obtained during interviews of managerial staff, lecturers and
students of Asia Pacific University of Technology and Innovation the strength and
weaknesses of Techcradle were outlined compared to its rivals products. Thus, we feel that
the product will be feasible within 5 years. If this product is feasible within 5 years, we will
design another product which Portable, light weight and with extra features.

9. REFERENCES
Community.Drprem.com, C. (2009). Suima cradle - An automatic way to rock your baby to
sleep - Incredible Diary by Dr Prem - A rare collection of incredible, awesome and
unbelievable facts. [online] Incredible Diary by Dr Prem - A rare collection of
incredible, awesome and unbelievable facts. Available at:
http://www.incrediblediary.com/suima-cradle-an-automatic-way-to-rock-your-baby-tosleep.html [Accessed 2 Feb. 2015].
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Encyclo.co.uk, (2014). Meaning of Sticking Dots. [online] Available at:


http://www.encyclo.co.uk/meaning-of-Sticking%20Dots [Accessed 2 Feb. 2015].
Fisher-price.com, (2015). Fisher-Price Human Resources - About Us. [online] Available
at: http://www.fisher-price.com/en_US/about_us.html [Accessed 2 Feb. 2015].
InventorSpot.com, (2015). Automatic, Robotic Baby Cradle Senses Sounds and Calms
Crying Kiddies. [online] Available at:
http://inventorspot.com/articles/robotic_cradle_rocks_crying_babies_back_sleep_25429
[Accessed 2 Feb. 2015].
Jagyasi, D. (2011). 7 Most luxurious baby cribs - Parenting Guide by Dr Prem. [online]
Parenting Guide by Dr Prem. Available at: http://drprem.com/parenting/8-luxuriousbaby-cribs.html [Accessed 2 Feb. 2015].
Management.net, . (2015). Summary of Force Field Analysis - Lewin. Abstract. [online]
Valuebasedmanagement.net. Available at:
http://www.valuebasedmanagement.net/methods_lewin_force_field_analysis.html
[Accessed 2 Feb. 2015].
Mindtools.com, (2015). Force Field Analysis: Analyzing the Pressures For and Against
Change. [online] Available at: http://www.mindtools.com/pages/article/newTED_06.htm
[Accessed 2 Feb. 2015].
Sweetcherry.com.my, (2015). Latest Products. [online] Available at:
http://www.sweetcherry.com.my/index.php?route=product/latest [Accessed 2 Feb.
2015].
Swing, M. (2015). My Little SnugaMonkey Special Edition Cradle n Swing. [online]
Fisher-price.com. Available at: http://www.fisherprice.com/en_US/brands/babygear/products/My-Little-SnugaMonkey-Special-EditionCradle-n-Swing [Accessed 2 Feb. 2015].
TreeHugger, (2015). Electrified Computerized Cradle Rocks Your Baby To Sleep. [online]
Available at: http://www.treehugger.com/interior-design/electrified-computerizedcradle-rocks-your-baby-to-sleep.html [Accessed 2 Feb. 2015].
TrendHunter.com, (2015). Cry-Sensing Cradles: The Suima Robotic Crib Imitates The
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Motions of Human Mothers. [online] Available at:


http://www.trendhunter.com/trends/suima-robotic-crib [Accessed 2 Feb. 2015].

10. APPENDIX

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