cri assignment

Individual Assignment

Student Name : Lim Keng Liang

Student ID : TP 028092

Module Code : BM006-3.5-2 Creativity and Innovation

Intake Code : UC2F1404SE

Lecture Name : Haslina Hashim

Due Date : 6th February 2015

BM006-3.5-2 Creativity and Innovation

Table of ContentsExecutive Summary.....................................................................................................................................3

1.0 Introduction...........................................................................................................................................4

Problem Statement.................................................................................................................................4

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

Competitor Analysis.................................................................................................................................5

Overview of competitor profiles..............................................................................................................5

UNIQLO................................................................................................................................................5

COLUMBIA...........................................................................................................................................6

Comparison of Common Attributes.........................................................................................................7

2.0 Idea Generation.....................................................................................................................................9

2.1 Attribute Listing.................................................................................................................................9

2.1.2 SCAMPER......................................................................................................................................10

Product Concept Description.....................................................................................................................12

Introduction to the Product...................................................................................................................13

Availability for Purchase........................................................................................................................13

Features.................................................................................................................................................13

Functions...............................................................................................................................................14

Frequency of Usage...............................................................................................................................14

Price.......................................................................................................................................................14

Technology............................................................................................................................................14

Comparison between BabySuit and competitor products.....................................................................15

4.0 Market Identification...........................................................................................................................15

5.1 Idea Evaluation....................................................................................................................................16

5.1.2 SWOT Analysis..............................................................................................................................17

Conclusion.................................................................................................................................................18

References.................................................................................................................................................18

Appendix...................................................................................................................................................20


Executive SummaryThe objective of the research is to develop a new and innovative product that can be of great

demand and usefulness for the potential target market in society. This is to improve the current

state of the society and also to satisfy customer’s needs.

There are many steps that are included in order to implement a new product into the current

market. A few examples include problem statement, aims and objectives, research analysis of

market and its competitors and idea evaluation.

The problem statement and objectives are to be identified first, in order to fix a goal as to what

the product has to achieve. Researching the current market and its competitors will help the

current team of developers understand the market flow and what makes their competitors stand

out. When a market is finally identified, the ideas for the product are evaluated in order to

improve the prototype before launching of the final product.


1.0 IntroductionThere is always a new product in the market, every now and then there would be a “new and

improved” product that airs on the television or on the radio. This is the sign that technology is

ever evolving, everyday items are being recreated into something much more than they normally

would. In other terms, the world is becoming more innovative. It is the only way one can survive

and thrive – by winning over their consumers in the terms of creativity and practicality.

The proposed product is a daily necessity for a baby – a piece of baby clothing. As there are

many different types of baby apparel available now in stores, this one should be made

differently. The clothing should have the function of thermal insulation, meaning that the baby

can stay warm and at body temperature at all times. This concept will ease parents’ burden,

possibly medical costs in the long run. A baby can be put into the clothing and be kept at optimal

temperature at all times, even for long hours.

To be innovative, the shirt and pants can be color customized according to the user. It will also

have a GPS tracking system in the form of a chip at the top left pocket of the shirt, to help the

parents monitor the baby easily.

Problem Statement

In this new era where people put emphasis on design and style, it is also important that the

product itself is practical. Ordinary baby clothing simply do not have the functions of the

proposed product and needs to be attended or changed frequently. With this new product, the

baby can stay stylish and also comfortable at the same time.

Objective Statement


The concept product will be properly named “BabySuit”, fitting its two-piece description of a

suit. The objective of developing this product is to provide comfort for the baby and at the same

time, ease the parents with their workload without having them to change the baby’s clothes

frequently. A plus point is that it also has a stylish design and customizable according to the

parents fancies. This will very likely create a new business opportunity and expand market

diversification.

Competitor Analysis

A competitor analysis is a very crucial part of marketing, as it is where a company can determine

whether their product is unique or what can be done to improve it to attract their target market

(Entrepreneur, 2015). The competitors of the BabySuit include Uniqlo and Columbia.

Overview of competitor profiles

UNIQLO

Source : http://commons.wikimedia.org/wiki/File:UNIQLO_logo.png


http://commons.wikimedia.org/wiki/File:UNIQLO_logo.png

Uniqlo’s headquarters in Tokyo, Japan. It was first founded as a small men’s clothing shop in

1949, where it then expanded and was renamed Uniqlo in 1984. By April 1994, there were over

100 Uniqlo stores in Japan and has expanded to across the regions such as Australia, Canada,

Singapore, United States and many more. It has also expanded its product range, from jackets to

tees and baby products (Uniqlo.com, 2015).

COLUMBIA

Source: http://logos.wikia.com/wiki/File:Columbia-sportswear-logo_black.gif

Columbia Sportswear Company is a United States company that specializes in outerwear and

sportswear. It was originally founded in 1938 by Paul Lamfrom. The headquarters of Columbia

is situated in Washington Country, Oregon- Texas. It has outlets in over 72 countries and more

than 13,000 retailers (Columbia.com, 2015).


http://logos.wikia.com/wiki/File:Columbia-sportswear-logo_black.gif

Comparison of Common Attributes

Uniqlo Differences Columbia

Toddler Heattech U-Neck

Long SleeveName

Youth Buga™ Set for Toddlers

Picture

Free sizing Size Variation (Waist Size) 18-21 inches

More than 30 Types Colour types 4 Types


Fibers that absorb

moisture and retain and

re-emit heat that

converts perspiration

into warmth.

Technology

Omni-Tech™ waterproof

Omni-Heat™ thermal reflective

Composite of acrylic

rayon and polyesterMaterial

Nylon Legacy Twill

Polyester Microtemp XF

Approximately RM45.50 Price Approximately RM 430.00

The two products being compared are the Heattech U-Neck Long Sleeve from Uniqlo and the Youth Buga™ Set for Toddlers by Columbia.

Uniqueness

The Uniqlo shirt is of a more vibrant colour, with various designs. It has a free sizing, with suitable and stretchable materials so that it can fit toddlers of various sizes. However, the Columbia shirt is more of an outdoor shirt, where it is more suitably used in cold and chilling weathered places.

Limitation

The limitations of Uniqlo’s shirt are that it needs to be washed carefully as the fabric is soft and presumably more brittle. It has to be handled with care. The limitation of the Columbia shirt is that it is bulky and not suitable for wearing indoors.

Technology

Both brands have their own specific technology. Uniqlo’s technology is Heattech, where it provides thermal insulation by converting the vapor generated from the body into heat, and then retaining the heat in between the fiber of the shirt (Uniqlo, 2015). Columbia also has its own technology, named Omni-Tech™, which is waterproof and also conserves heat within the body.


Conclusion

Both products have its uniqueness and strongly fulfill its purposes. However, Uniqlo is the much

better brand here as it can be worn casually, thus making it more suitable for toddlers. Columbia

can adapt from their products and apply Uniqlo’s concept to create a new product and capture

more market potential.

2.0 Idea Generation

2.1 Attribute Listing

Attribute listing is a suitable technique to ensure all aspects of a problem are examined and

monitored. Attribute listing works like this; an initial problem is broken down into smaller and

smaller parts. As a user progresses through attribute listing, he/she will discover more attributes.

Features Attribute Ideas

Prints Design on shirt Attractive and suitable

designs for toddlers

Mobility Stationary Stretchable fabric

Material Cotton/Nylon Easily washable,

breathable fabric

GPS GPS chip Removable chip

Outcome

1. Easily washable + removable chip + attractive designs


2. Stretchable fabric + removable chip + easily washable

3. Attractive designs+ easily washable + Stretchable fabric

Evaluation

After considerable evaluation, the best outcome would be number 1. A clothing which is easily

washable, with a removable GPS chip and attractive designs would appeal to the target audience

much more.

Attribute listing techniques are very common and very effective when used for quality

improvement, especially on complicated products, procedures or services. It can be used in

conjunction with group discussions or brainstorming sessions, which will increase its

effectiveness by allowing the researchers to study on one specific part of a product in order to

gain more ideas.

2.1.2 SCAMPER

SCAMPER is a mnemonic that stands for

i. Substitute

ii. Combine

iii. Adapt

iv. Modify

v. Put to another use

vi. Eliminate

vii. Reverse

SCAMPER is used to generate ideas for new products by encouraging a user to ask questions on

how they can improve the existing product. The questions asked will help the user define the

attributes in SCAMPER and solve their problems.

Method Improvement Benefit


Substitute Make it into a two-piece suit Easily removed

Combine Combining science with technology Breathable clothing

Adapt Using breathable fabric Able to absorb sweat and

balance temperature

Modify Design on shirt Children get to look stylish

Put to

another use

Can be worn in any climate Comforts children at any

temperature

Eliminate Remove any material sensitive from the suit Prevents irritation or

infection

Reverse Design shirt for adults Adults get to wear matching

outfits as their toddlers


Product Concept Description


Introduction to the Product

The product is named BabySuit. The main reason why this product is proposed is because it

can help parents keep their infants or toddlers safe. As working class parents, there may be

not much time to attend to their infant children and their necessities, such as changing their

clothes and feeding them, which is why modern parents opt for a babysitter. Even so, some

babysitters may be irresponsible, so it isn’t a risk free solution. BabySuit helps ease out the

burden of having to wash too many baby clothes at once and also saves the time and

workforce needed to change an infant’s clothes frequently.

Availability for Purchase

Because this is a clothing product, it can be started off just about anywhere. According to the

existing technology curve, it would be ideal to start off in America, as they are known for

being brand leaders in the clothing line industry already. Prototypes can be distributed to

regions across the country for data collection and feedback from customers and retailers. The

product can be sold either online of at local stores depending on the retailer’s preference.

Features

BabySuit has multiple features. It is mainly designed to keep the infant or toddler at optimal

body temperature at all times. The clothing provides thermal insulation by converting sweat

or vapor generated from the infant’s body and then retaining the heat between the fibers of

the clothing. It is a perfectly safe and eco-friendly way to keep the baby safe at all times. It is

easily removable and washable, as the GPS tracking chip has a clip-on mechanism that can

be removed before washing the clothing. The GPS device acts as a defense mechanism and

also a surveillance tool for parents who are always away from the baby.


Functions

BabySuit is created to help assist parents in the terms of not having the need to frequently

change their babies clothing and also maintaining the temperature of the infant. The GPS

locator helps with enabling the parents to monitor their baby even from work.

Frequency of Usage

The frequency of usage is expected to be daily as the child should be kept at optimal

temperature at all times, even with a babysitter or not. The lifespan of the product is deemed

to end at around 6 or 7 years old and it may start from as young as infancy, as the baby might

outgrow the suit starting at ages 6 or 7.

Price

The price of the product shouldn’t be too cheap, but it cannot be too expensive either. This is

because of the GPS chip implementation, which can cost quite a fortune to implement. A

rough estimation of around Rm70 per suit is considerable. If the product receives steady

revenues from sales, there can be more features and/or designs added for the clothing.

Technology

There hasn’t been much technology regarding clothing in these few years. It isn’t entirely out

of development though; companies such as Uniqlo have proven that they can come up with

new and innovative products. By merging science and technology, there would be plenty of

room in the future to develop clothing technology. This product may be simple, but it can be

revolutionized in a few years and grow as time progresses. A working internet connection is

required to access the GPS locator on the clothing. With the capabilities of the internet

implemented already on the chip, it opens up many opportunities to develop more complex

and advanced systems into the clothing.


Comparison between BabySuit and competitor products

When compared to Babysuit, Columbia is incapable of matching as it is too thick and not

suitable for a tropical climate country like Malaysia. Uniqlo has a better chance of competing

with BabySuit, but it lacks the GPS technology that BabySuit has. This primary factor and its

customizable colours and designs might just make BabySuit lead the market of baby apparel

and clothing line in the near future.

4.0 Market IdentificationThe target market of the products are mostly parents and their toddlers, as toddlers cannot

pick their own clothes yet, the parents will have to pick it out for them. The idea of the

product is aforementioned to allow the baby to feel comfortable and also stylish at the same

time.

As a new product, not everyone may be interested and even little people might even fork out

that sum of money for just baby clothing. But with the extra features and the implementation

of technology into it, it will be truly worth it. As it is popularized, the probability of the

clothing will be prone to price dropping is very likely, as the technology will grow old.


5.1 Idea Evaluation

5.1.1 Evaluation Matrix

Evaluation

Questions

Data Collection Methods

Staff Questionnaire Lecturer

Questionnaire

Student

Questionnaire

What are the

limitations of the

proposed idea?

✓ ✓ ✓

What are the non-

technical problems

do you think may

exist when the

proposed idea is to

be implemented?

✓ ✓ ✓

Will there be any

technical difficulties

in designing and

implementation of

the proposed

product? If yes, what

are the technical

difficulties?

✓ ✓ ✓

Do you agree that

the proposed product

✓ ✓ ✓


innovation can be

introduced within

five years from now?

What suggestions

can you provide to

overcome the

limitations, non-

technical problems

and technical

difficulties that you

have identified

above?

✓ ✓ ✓

What other

suggestions can you

give in order to

improve on the idea?

✓ ✓ ✓

A series of questionnaires have been handed out to specific people for data collection.

5.1.2 SWOT Analysis

A SWOT Analysis is a very useful technique, mainly used for understanding the current situation

of a product or system; its strengths and weaknesses, opportunities and threats it may undergo

when it is officially released onto the market.

Strengths

1. Customizable designs to suit toddlers

2. Breathable fabric, suitable for baby skin

3. Unique and Stylish

Weaknesses


1. Has many competitors

2. Not everyone can afford it

Opportunities

1. More technology parts may be implemented ( QR Code scanning etc)

2. High value target market, as toddlers are centers of attention in family reunions and

social gatherings

Threats

1. Other companies are very competitive

2. Many consumers may not see the potential of the product

ConclusionIn conclusion, the product will be released in a small amount first to test the target market

before further improvements. Research and mass production will be continued if it appeals to

the target audience.

References

Columbia.com, (2015). Columbia History. [online] Available at:

http://www.columbia.com/About-Us_History.html [Accessed 3 Feb. 2015].

Columbia_US, (2015). Youth Buga™ Set – Toddler. [online] Available at:

http://www.columbia.com/youth-buga-set-%E2%80%93-toddler-SC0030.html?

cgid=technology-omniHeatReflective&dwvar_SC0030_variationColor=053#fit [Accessed 5

Jan. 2015].

Entrepreneur, (2015). Competitive Analysis Definition | Small Business Encyclopedia. [online]

Available at: http://www.entrepreneur.com/encyclopedia/competitive-analysis [Accessed 14

Jan. 2015].


Uniqlo.com, (2015). About UNIQLO - UNIQLO. [online] Available at:

http://www.uniqlo.com/my/corp/ [Accessed 22 Jan. 2015].

Uniqlo.com, (2015). UNIQLO - HEATTECH CREWNECK LONG SLEEVE T-SHIRT. [online]

Available at: http://www.uniqlo.com/en/catalog/055.html [Accessed 5 Feb. 2015].


Appendix


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