INDIVIDUAL ASSIGNMENT

BM006-3.5-2-CRI

CREATIVITY AND INNOVATION

NP2F1801IT

HAND OUT DATE: 29-01-2018

HAND IN DATE: 09-04-2018

WEIGHTAGE: 100%

INSTRUCTIONS TO CANDIDATES:

1. Submit your assignment to the subject Faculty

2. Students are advised to underpin their answers with the use of
references (sites using the Harvard Name System of Referencing)
3. Late submission will be awarded zero (0) unless Extenuating
Circumstances (EC) are upheld
4. Cases of plagiarism will be penalized
5. The assignment should be bound in an appropriate style (Comb Bound
or Stapled)
6. Where the assignment should be submitted in both hardcopy and
softcopy, the softcopy of the written assignment and source code (where
appropriate) should be on a CD in an envelope/ CD cover and attached
to the hardcopy.
7. You must obtain 50% overall to pass this module
CREATIVITY AND INNOVATION
BM006-3.5-2-CRI
INTAKE CODE: NP2F1801IT

SUBMITTED BY:
SANGEETA TIMSINA (NP000115)
Word Count:
Acknowledgement

I have taken efforts to do this project. However, it would not have been possible without the help
and kind support of many individuals and Lord Buddha Education Foundation (LBEF). I would
like to extend my deepest gratitude to all of them who provided me with immense support.

I am highly indebted to Mr. Ayushman Shrestha for his guidance and constant supervision as
well as for providing necessary information regarding the project and also for his support in
completing the project.

I would like to express my sincere thanks to my parents and friends for their continuous co-
operation and encouragement which made this assignment happen.

My heartily thanks and appreciations also go to my colleague for helping me in doing this
assignment and people who have willingly helped me out with their abilities in completion of
this assignment.

Sincerely,

Sangeeta Timsina (NP000115)

Executive Summary

The main purpose of this assignment is used to introduce new product in the market which could
somehow solve the problems of users.

This assignment is all about dual temperature jug. As it is dual temperature jug it is able to both
heat and cool water. This jug has two powers button one for activating cooling mechanism and
another for heating mechanism. The jug is for helping hostel students to access both hot and cool
water in their own room.
 Table of Contents
1 Introduction about the company background ................................................................................. 1

2 Problem Statement ..................................................................................................................................... 2

3 Competitor Analysis: .................................................................................................................................. 3

4 Objective Statement.................................................................................................................................... 7

5 Idea Generation ............................................................................................................................................ 8

5.1 Force Fitting Triggers ........................................................................................................................ 9

5.2 SCAMPER: ............................................................................................................................................ 11

5.3 Mind Mapping: ................................................................................................................................... 14

6 Product Concept Description:.............................................................................................................. 16

7 Market Identification: ............................................................................................................................. 19

7.1 Marketing Strategy: ......................................................................................................................... 19

8 Idea Evaluation .......................................................................................................................................... 22

8.1 Force Field Analysis: ....................................................................................................................... 22

8.2 SWOT Analysis: ................................................................................................................................. 27

9 Conclusion ................................................................................................................................................... 28

References ............................................................................................................................................................ 29
1 Introduction about the company background
Breville is an Australian small home appliances manufacturer and marketer. This company was
founded in Sydney in 1932. (Brevilleikon, 2018) The Breville brand was created by mixing the
last names of Bill O’Brien and Harry Norville together. In the eighty six years since, Breville
has grown into an international company with a first- rate reputation for the design and
manufacture of quality appliances like kettles, espresso machines, toasters, microwave ovens,
pressure cookers, blenders and so on. (Brevilleikon, 2018) Their innovative products have won
many design awards and continue to lead the appliance market. The Breville has its bases in
Canada, Hong Kong, New Zealand and the U.S.

Figure 1: Company Logo

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2 Problem Statement
As a product manager, I have thought to introduce Breville Dual Temperature Jug in the market.
This Breville Dual Temperature Jug in new design with addition of new feature of fridge
mechanism can be used to both heat and cool water or any liquid substances along with fruits by
saving energy which will help students staying away from home in hostel who cannot access to
gas stove kettle and fridge and students living in room who cannot afford refrigerator to access
both hot and cold water in their room itself.

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3 Competitor Analysis:
A competitor analysis is a crucial part of the research and planning phase for companies who
wish to improve their business. Hence, competitor analysis is very much important for sketching
the marketing strategy for the product and services. The business may be small or large, it is
always necessary to know the competitors move. Therefore, being a product manager, I have
done competitor analysis of the products that can give direct threats to my product. And those
products are as follows:

i. JEWIN water dispenser hot and cold:

JEWIN water dispenser is manufactured by Ningbo Jewin Electric Appliances Co. Ltd. of
Zhejiang, China (Mainland). The total annual revenue of this trading company is
US$5Million-US$10Million. The top three markets of this product are Western Europe
15.00%, Mid East 15.00% and Southeast Asia 14.00%. (chinajewin, 2018)

Figure2: Jewin water dispenser hot and cold

ii. JND Cold and hot water dispenser with refrigerator:

This cold and hot water dispenser with refrigerator is manufactured by Shenzhen J&D
Water Equipment Co., Ltd of Guangdong China. The top three markets of this product
are Oceania 23.13%, Eastern Europe 11.38% and Africa 10.23%. (jndwater, n.d.)

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Figure3: J&D cold and hot water dispenser

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Product JEWIN water JND cold and hot Breville Dual
dispenser hot and cold water dispenser with Temperature Jug
(alibaba, 2018) refrigerator (alibaba,
2018)
Uniqueness -Both heating and -Both heating and -Both heating and cooling
cooling mechanism cooling mechanism mechanism

-Compressor -Compressor -Compressor refrigerating

refrigerating refrigerating
-Portable
-Strong refrigeration -Re-heating function
with low noise is optional -Suitable for hostel
students with lower cost
-Fully automatic -Adopt the material
temperature controlling met food safety -Detachable Evaporator
technology requirement, hygienic
and safe -Heat and Fridge liquids
-Double safety device other than water also
for preventing over-
heating. -Cool up to zero degree
Celsius

-Can cool fruits and other

food items too
Targeted Market -All people except -All people except -Hostellers
hostellers hostellers -House wives
-People staying in rooms
away from home
-Low budget people

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Limitation -No usage on absence -No usage on absence -Not for kids
of electricity of electricity - A bit expensive
-No portability -not portable -No automatization while
- High energy - High energy pouring the water in
consumer consumer cups/bottle
- It is not possible to - It is not possible to -No digitalization on
boil or cool only the boil or cool only the showing water’s
amount of water which amount of water temperature rate
is needed which is needed -No usage on absence of
-Occupy more space -Occupy more space electricity
Technology Used -Double safety device -Re-heating function -Detachable evaporator
-Variable temperature
buttons
-Dual power buttons
Table1: Competitor Analysis

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4 Objective Statement
The main objective of this project is to help students to access both hot and cold water in their
room along with energy saving in comparison to gas stove kettle and refrigerator by only heating
or cooling the water they need.

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5 Idea Generation
Idea generation is the creative process of generating, developing, and communicating new ideas
which comprises all stages of a thought cycle, from innovation, to development, to actualization.
There are many techniques of ideation. Among them the techniques I adopted to generate idea
are as mentioned below:

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5.1 Force Fitting Triggers
Force-fitting is the process of using dissimilar, or apparently unrelated, objects, elements, or
ideas to obtain fresh new possibilities for a stated task.

AC
LED bulb

Rice
Cooker
-Energy saver -Detachable steamer -Multi tasking

-Light -Voltage -Variable temperature

-Daily use -Portable -Shielded by double safety

device
-All user -Automatic power off Expensive

-Multicolor -Heat -Comfort

Table2: Force Fitting Triggers

Outcomes:

1. Expensive + Voltage + Light

2. Automatic power off + Variable temperature + Detachable + Multitasking + Daily use
3. Multicolor +All user + shielded by double safety device
Table3: Outcome of Force Fitting Triggers

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Evaluation:

The best combination for a new product is Automatic power off + Variable temperature +
Detachable + Multitasking + Daily use because the automatically power off variable temperature
jug with detachable evaporator will be able to perform multitask of heating and cooling water in
daily use. The jug has detachable evaporator in it so that the evaporator will not get affected by
the heat while boiling water.

Advantage: It gathers pictures with different function and usage in order to trigger out new idea.
Attributes can be combined to make up a perfect idea.

Disadvantage: The picture might be hard to gain information or attributes are hard to think out by
just watching the picture. If this happens, the whole technique gets ruined.

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5.2 SCAMPER:
SCAMPER is acronyms for seven thinking techniques that help those who use them come up
untypical solutions to problems. At any point in a creative-thinking situation, alone or in a group,
novel solutions emerge when those involved force themselves to think in an arbitrarily different
way. (ideaconnection, 2018) For that reason, using any or all of the seven thinking approaches
listed below helps in producing useful results:

Substitute Substitute heating base with base for both heating and cooling purpose.

Combine Combine both heating and cooling mechanism.

Adapt Detachable evaporator and closing lid is adapted.

Modify Two power button instead of one. One is for heating and another for cooling
purpose.
Put to another use Used for storing water in kitchen.

Eliminate

Reverse

Table4: SCAMPER

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12
Outcomes:

1. Base for Heating + Cooling

2. Closing lid + Detachable evaporator
3. Two power button + variable temperature option
Table5: Outcome of SCAMPER

Evaluation:

The best outcome is Base for heating + cooling + two power button + variable temperature
options because the jug will have the base which will help for both heating and cooling purpose.
The two power button help in running two different mechanism and variable temperature options
to set the temperature required.

The advantage of SCAMPER is it allows participants to examine each step and determine how
the entire procedure can be more efficient, profitable and enjoyable.

Disadvantage: Its effectiveness is limited to companies that encourage free-form thinking.

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5.3 Mind Mapping:
Mind map is basically a diagram that connects information around a central subject. Mind
mapping is one of the best ways to capture thoughts and bring them to life in visual form because
beyond just note-taking, mind maps can help to become more creative, and solve problems more
effectively.

cool

Figure5: Mind map

Outcomes:

1. Energy saving+ Temperature options + Multitasking + Hostellers

2. Detachable evaporator and lid + portability + price
3. Color + Housewives + stainless steel
Table6: Outcome of Mind mapping

Evaluation:

Out of three outcomes, the best outcome is Energy saving + Temperature options + Multitasking
+ Hostellers because the hostel students are considerate about energy saving and require the jug
that could both cool and heat water the most.

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The advantage of this technique is it help in fast development of ideas and eases the study
process and makes it fun.

The disadvantage of mind mapping is difficult to use by people who are extremely logical
because they might find it hard to trust their creativity or intuition as logic is the dominant side of
their thinking pattern. (ekpenso, 2018)

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6 Product Concept Description:
The dual temperature jug is electric jug that can both boil and cool water and other liquids too
with variable temperature options of 195degree Fahrenheit, 175 degree Fahrenheit, 10 degree
Fahrenheit and -10 degree Fahrenheit in it. As there is dual feature in this jug, there is detachable
evaporator to prevent it from getting affected by excessive heat and also for cleaning purpose of
jug. In the same way there are two closing lids in this jug. One closing lid is for mouth of jug
while freezing water and another closing lid for opening valve where evaporator is inserted while
cooling but closed during boiling water. The jug also has two power buttons to run two different
mechanism of it. And most importantly, the jug has base that consist of heating coil to heat water
and compressor with refrigerant to cool water.

Availability of purchase:

It will be available in market in almost all part of the world which can afford it.

Features:

-Dual mechanism in jug

- Variable temperature option

-Dual power button

Frequency of Usage:

It is used in daily life in every season.

Technologies:

-Law of thermodynamics

-Compressor Refrigerating

-Digital Timer for automatically turning off the jug and for maintaining variable temperature
option also

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17
18
7 Market Identification:
The process of a marketer in identifying the most profitable areas to offer a new product or
service is market identification. (businessdictionary, 2018)

Price:

The Jug costs around RM 250-RM300because of dual features and more advancement in it.
Therefore, people with monthly income above 1000RM have the ability to buy Breville dual
temperature jug. The cost estimation for developing final product is as below:

Freezer parts: RM 93.075

Technology Used: RM 37.230

Heating parts: RM 55.845

Assembly: RM 37.230

Total cost: RM 223.380

7.1 Marketing Strategy:

According to demographic research, the marketing strategy for this product i.e. Dual
Temperature jug is:

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 Profile

Hosteller (40%) Housewives (20%) Officers (30%) Others (10%)

Figure7: chart of profile

Gender

Male (40%) Female (60%)

Figure8: chart of gender

Age Group

20
 15-40(70%) 40-60(30%)

Figure9: chart of age group

According to survey made, it has been found that most of the female with 60% of total
population is in need of this jug because they are the one to work in kitchen all the time. This jug
will help them save their time and give comfort to them for a while as they should not frequently
check out while boiling water and wait for a long time for cooling water. The age group to use
this jug in higher rate is 15-40 because they are aware about the advance technology and use of it
as well as the people of this age group are the one to be studying and staying at hostel and also
the officers who need the jug which would help them to access both types of water within a
minute without hampering their time of work.

Geographically, this jug can be used in every nation of the world which can afford it because the
main motive of this jug is to save energy and time with more efficiency. As the jug has dual
temperature feature it can be used in the place having any type of weather. The jug can be used
mostly in town area because people in village may not be able to afford it.

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 8 Idea Evaluation
The idea evaluation techniques for determining whether the idea is valuable or not are as
follows:

8.1 Force Field Analysis:

Force field analysis is a technique that involves identifying both the forces that support and the
forces that resist a decision or change, and then determining how to strengthen the positive forces
and weaken the negative forces so that the change can be implemented. (avabutler, 2018)

INITIAL FORCE FIELD ANALYSIS

RESTRICTIVE FACTORS
SUPPORTING
FACTORS 1.Price -4
1.Dual +4
mechanism
2.Energy -4
Consumption

2.Auto power off +4

Breville Dual
3.Hard to understand -3
Temperature Jug
3.Variable +3
temperature
4.Less portable -2
option

5.Shape and Size -2

4.Time saving +3

5.Detachable +2
components

Net Total: +1 Total: -15

Total: +16
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Figure10: Initial FFA
Figure10: Initial FFA

DETAILED EXPLANATIONS
Supporting Factors Restrictive Factors
1. Dual mechanism is for both boiling and 1. The jug has many features so the price of
freezing water along with other liquids and product is going to be high with RM 250.
fruits too to help people access type of water in
every climate.

2. Variable temperature will help user to set the 2. As the jug needs high voltage to run, it
temperature according to their need. consumes more energy.

3. Auto power off system will prevent from 3. As there is dual mechanism in jug, users
energy loss by stopping the power from being may get confused while using the product.
used when it is not needed.

4. The jug will save time by either boiling or
freezing water within some minutes which is
faster than any other appliances. This facility
will help the user to invest the saved time in
other productive works.
4. Since the jug cannot be carried for outdoor
activities but only inside the room, it is less
portable.

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5. Detachable components like evaporator will 5. Because the base will have components for
help user in cleaning jug without any two purposes and jug will have more features
difficulty. the jug will be a bit heavier.

Table7: Detailed explanation of FFA

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Suggestions for Improvement:

Minimizing the Restrictive Factors

1. We can make the series of jug. One of low cost which can be affordable with low
features and one with high features which is expensive. So that both low income and
high income people could afford it.
2. We can provide the user guide to all the users which contain each and every step to
use the product.

3. The jug can be made energy efficient by making jug able to work with low voltage.
Maximizing the Supportive Factors

1. There is variable temperature option in jug but no digitalization to view the

temperature rate. Therefore, we can put a small screen in it which would show the
temperature rate helping user to know the current temperature of water.
2. The jug has dual mechanism in it but there is lack of safety device to protect one
mechanism from another. So double safety device can be added in the jug to make it
safer.

Table8: Suggestions for improvement of FFA

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 SECOND FORCE FIELD ANALYSIS
RESTRICTIVE
SUPPORTING
FACTORS
FACTORS
1.Price -3
1.Dual +5
mechanism
2.Energy -3
Consumption
2.Auto power off +4
Breville Dual
Temperature Jug
3.Hard to understand -2
3.Variable +4
temperature
option
4.Less portable -2

4.Time saving +3
5.Shape and Size -2

5.Detachable +2
components

Net Total: +6 Total: -12

Total: +18

Figure11: Second FFA

Conclusion:

In conclusion, the idea evaluation of FFA enables user to improve their product based on the
numeric points as shown above. It also helps to find solution to improve where the supporting
and restricting factors has been defined clearly. (scribd, 2018)

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8.2 SWOT Analysis:

Strength Weakness
-Multipurpose jug -Costly
-Variable temperature option -More energy consumption
-Detachable components add more -A bit heavier
features

-save time

Opportunities Threats

- Developing country like Nepal get -Other competitors may come up

advance technological appliance with variable features product

-NGOs can buy this product for -Product with better quality than this
underprivileged people product might come in the market

-Job opportunities to local -As this jug use high voltage

manpower to work for my project. electricity, it might be problem to
operate in the country already
having economic crisis
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Figure12: SWOT analysis

Conclusion:

Therefore, SWOT analysis helps product manager to know all the strength, weakness,
opportunities and threats which as a result enable product manager to know its feasibility.

9 Conclusion
This assignment was really helpful for understanding the concept of Creativity and
Innovation. While doing this project, I became familiar with all the Idea generation
techniques, idea evaluation techniques, competitor analysis, market identification and
product description. With the completion of this project I became able to understand the
way of generating new ideas for new product and learn how to change ideation into
prototype.

Overall, I did my best with the help of my well-wishers to make this project happen. As I
knew clearly about importance of creativity and innovation, I am now able to describe and
use all knowledge I learnt in class into practicality with greater ease. Therefore, with the
completion of this project, I became more confident about the ideation techniques.

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References
alibaba, 2018. https://www.alibaba.com/. [Online] (https://www.alibaba.com/product-
detail/water-dispenser-hot-and-cold-
with_324849390.html?spm=a2700.7735675.2017115.62.nA7uXz&s=p) Available at:
https://www.alibaba.com/product-detail/water-dispenser-hot-and-cold-
with_324849390.html?spm=a2700.7735675.2017115.62.nA7uXz&s=p [Accessed 28 March
2018].

alibaba, 2018. https://www.alibaba.com/. [Online] (https://www.alibaba.com/product-

detail/Cold-and-Hot-Water-Dispenser-
with_60046810381.html?spm=a2700.7735675.2017115.71.nA7uXz&s=p ) Available at:
https://www.alibaba.com/product-detail/Cold-and-Hot-Water-Dispenser-

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with_60046810381.html?spm=a2700.7735675.2017115.71.nA7uXz&s=p [Accessed 28
March 2018].

avabutler, 2018. http://www.avasbutler.com/. [Online]

(http://www.avasbutler.com/fifteen-techniques-for-implementing-decisions-5-force-field-
analysis/#.WsrYL_lubIU ) Available at: http://www.avasbutler.com/fifteen-techniques-for-
implementing-decisions-5-force-field-analysis/#.WsrYL_lubIU [Accessed 29 March 2018].

Brevilleikon, 2018. http://brevilleikonreviews.com. [Online]

(http://brevilleikonreviews.com/?page_id=259) Available at:
http://brevilleikonreviews.com/?page_id=259 [Accessed 27 March 2018].

businessdictionary, 2018. http://www.businessdictionary.com/. [Online]

(http://www.businessdictionary.com/definition/target-market-identification.html )
Available at: http://www.businessdictionary.com/definition/target-market-
identification.html [Accessed 29 March 2018].

chinajewin, 2018. https://chinajewin.en.alibaba.com/. [Online]

(https://chinajewin.en.alibaba.com/company_profile.html?spm=a2700.icbuShop.conu5cff
17.1.634c69c7CDL2EW) Available at:
https://chinajewin.en.alibaba.com/company_profile.html?spm=a2700.icbuShop.conu5cff1
7.1.634c69c7CDL2EW [Accessed 28 March 2018].

ekpenso, 2018. http://ekpenso.com/. [Online] (http://ekpenso.com/advantages-and-

disadvantages-of-mind-mapping-tools/ ) Available at: http://ekpenso.com/advantages-
and-disadvantages-of-mind-mapping-tools/ [Accessed 29 March 2018].

ideaconnection, 2018. https://www.ideaconnection.com/. [Online]

(https://www.ideaconnection.com/thinking-methods/scamper-00022.html ) Available at:
https://www.ideaconnection.com/thinking-methods/scamper-00022.html [Accessed 29
March 2018].

jndwater, n.d. https://jndwater.en.alibaba.com/. [Online]

(https://jndwater.en.alibaba.com/company_profile.html?spm=a2700.details.toavopna6.12.

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1bca2c4fcDTJjQ ) Available at:
https://jndwater.en.alibaba.com/company_profile.html?spm=a2700.details.toavopna6.12.
1bca2c4fcDTJjQ [Accessed 28 March 2018].

scribd, 2018. https://www.scribd.com/. [Online]

(https://www.scribd.com/document/80089184/CRI-Assignment-apiit-ucti ) Available at:
https://www.scribd.com/document/80089184/CRI-Assignment-apiit-ucti [Accessed 29
March 2018].

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Survey

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WORKLOAD

S.N NAME OF STUDENT SIGNATURE

1 SANGEETA TIMSINA(NP000115)

33