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

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Table of Contents
Executive 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

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Executive Summary
The 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.

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1.0 Introduction
There 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

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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

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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).

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Comparison of Common Attributes
Uniqlo Differences Columbia

Toddler Heattech U-Neck Youth Buga™ Set for Toddlers

Name
Long Sleeve

Picture

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

More than 30 Types Colour types 4 Types

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 Fibers that absorb
moisture and retain  Omni-Tech™ waterproof
and re-emit heat
Technology  Omni-Heat™ thermal
that converts reflective
perspiration into
warmth.

 Composite of acrylic rayon  Nylon Legacy Twill

Material
and polyester  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.
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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

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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 Can be worn in any climate Comforts children at any

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another use temperature
Eliminate Remove any material sensitive from the Prevents irritation or
suit infection
Reverse Design shirt for adults Adults get to wear matching
outfits as their toddlers

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Product Concept Description

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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.

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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.

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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 Identification

The 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.

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5.1 Idea Evaluation
5.1.1 Evaluation Matrix
Evaluation Data Collection Methods
Staff Questionnaire Lecturer Student
Questions
Questionnaire 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

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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

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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

Conclusion
In 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].

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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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