Creative & Innovation Individual Assignment

 Product Name

Watch

 In word Count

2143 [words in executive summary, cover page,

headings, tables, diagrams, captions, citations, references, and appendix excluded].

 Lecturer Name

AHMAD MUZAMMIR BIN MUHAMMAD

 Assignment Description

Individual Assignment

 Student Name

MOHD.SOAEB MUNAVAR RATHOD

 Student ID No

TP024530

 Module Name and Code

Creativity and Innovation (BM00-6)

 Intake Number

UC2F1101 EE-{IT}

 Submission Date

22-APRIL-2011

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Creative & Innovation Individual Assignment

Executive Summary

Company name

Seiko Instruments Inc.

Product name

Watch

Type of product

Laptop with a built in using

Target market

People who ride longer Time using this Product

Proposed price

500 RM

Idea generation tools and techniques used

Mind Map, LotosBlossom, Attribute listing, Scamper, and Force Fitting Trigger.

Idea evaluation tools and techniques used

Sticking Dots and Force Field Analysis

Names of APIIT/UCTI Lecturers interviewed and Students

GANANATHAN RAMAIYAN

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Table of Contents Executive Summary .................................................................................................................... 2 Introduction: I. Objective ............................................................................................................................. 5

II. Fact Findings ....................................................................................................................... 5 Company Profile: ........................................................................................................................ 5 Competitor Analysis: .................................................................................................................. 6 Market Identification: a) b) c) d) Demographic: ...................................................................................................................... 9 Geographic .......................................................................................................................... 9 Behavioral ........................................................................................................................... 9 Psychographic.................................................................................................................... 10

5W1H Technique: ..................................................................................................................... 10 Problem Finding: I) Laddering Technique: ........................................................................................................ 12

II) Concept Fan....................................................................................................................... 13 Idea Generation: I. Mind Mapping ................................................................................................................... 15

II. Lotus Blossom ................................................................................................................... 16 III. Attribute Listing ................................................................................................................ 18 IV. Scamper ............................................................................................................................. 19 V. Force Fitting Trigger .......................................................................................................... 21 Product Description: ................................................................................................................. 20

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Creative & Innovation Individual Assignment Idea Evaluation: I. Sticking Dots ..................................................................................................................... 21

II. Force Field Analysis .......................................................................................................... 22 Appindex: ................................................................................................................................. 29

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Creative & Innovation Individual Assignment INTRODUCTION:

I.

OBJECTIVE:

The Watch objectives is for heavy duties performance such as Transmit navigation instructions from your GPS device, fully weather protected, Auto volume adjustment, voice commander, listen MP3 songs, FM radio and finally usage up to 7 hours talk/ 1 week standby.Furthermore, it looks normal Watchwhen they wear it, though they able to attend any calls and the technology less expensive for useful to safe the peoples who usually attending the calls by phone. Since, this creative is the ultimate implementation of the whole.

II. FACT FINDING:

 Company Profile: Company Name Business Type Product/Services Company Address Employees Total Company Website Year of Establishing Time to Join Busy Trade Target Markets Capital Assets Annual Revenue Quality Control OEM Service Europe, North America, Australia, New Zealand, South America USD 7M - 10M US$ 1 M - US$ 5 M Third Parties YES Seiko Instruments Inc. Manufacturer , Exporter Bluetooth Intercom, Bluetooth Solution No. 8 Building, Xinghe Garden, Buji Town, Longgang District 101-500 http://www.seikowatches.com/ 2005 Oct 29, 2009

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Creative & Innovation Individual Assignment

Seiko Instruments Inc., Ltd. was founded in 2005, our Company in brief company specializes in the development, manufacturing of telecommunication, digital products. This company is

equipped with the most advanced manufacturing facilities, having received the International ISO9000 Certification with computerized QA systems strictly ad-hearing to all European and American testing standards. Hence, the company is basically manufacturing the Watchwith high latest

technology. Thus, Watchcreative model will be new revolutionary model in Watchpattern. Certainly for this type of Watchmanufacturing businesses, The market trends the market trend is believed to be Bull trend in a way that high technology brand is well known all over the world as well as the proposal itself is revolutionary which will eventually yield to dramatic changes in the price by using advance technology in Watchin the near future upcoming product.

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Creative & Innovation Individual Assignment  Competitor Analysis: Its become a must to choose at least two competitive substitutes on the purpose of gaining competitive differentiations to strengthen the product and also its on the purpose of providing a broad view of the innovative products in the same sector. There are several analysis techniques, but for this assignment I have chosen distinguish features listing. However, it is important to know the difference between all the watch out there. Obviously, you will not be able to go through the differences between all the brands, and nor do you need to know them. But, in order to choose the best brand for your protection, it helps to get an idea of the market.

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Creative & Innovation Individual Assignment 1. Arai Watch Arai crash watch offer high quality no needle watches. Their innovation also offers great benefits to buyers. They offer the largest fog-free field if vision using their Navision technology.

Price: $ 150 2. Shoei Watch Shoei offer a great range of this watch. , but you will get more than your money's worth. Making you stand out on the and looking good. Price: $ 100 3. Schubert Watch This is product is great rang but marking is not good that get more than your moneys worth. Price: $ 90

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Creative & Innovation Individual Assignment

Watch will be launch anywhere in the whole, since it has great feature Geographic: is fully protected by weather that main even though the cool place, hot place, raining also be fully work.

Demographic:

As it is cited in the principles of marketing text books that the demography of marketplaces and areas are classified by the gender, age, marital status, income and the population density etc., Since the middle class people can be easily afford this Watchfor them to communicate from anywhere even riding the anyway, thus this feature is more attracting to people at age between 16 to 48 years old. Because of the advance technology for communicating without any interrupted and give more safety to attend and dial the calls and even thought GPS includes.

Today's technological world relies so much on communication, Psychographic: WatchIt is easy use (as long as you know which button does what) and has clear sound, which makes it a great choice to reduce the any accidents by cause of normal phone calls interacts.

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Creative & Innovation Individual Assignment

Riders who are seeking to embed technologies in Watch that serving Behavioral: additional multi advance technology. Therefore bike ride needed the best Watchtechnology to communicate from any point. Therefore Watchis best product because it is the choice to fulfill interests in advance technology using to reduce to meet in accident while driving the bike and picking the phone calls. Since this Watchis attached the blue tooth service to targeting young people and those who loves to drive the bike without any breakdown in phone communicate.

Market Segmentation: (5W1H) 5W1H = What, Who, Why, When, Where and How

The Watchis a Bluetooth communications unit that links wirelessly to a cell phone. It consists of a receiver and rechargeable What will make people interested in buying Watch? battery, a microphone and a speaker to attend the any calls and also include a feature to better converse with other riders or

passengers, and preferably without making a phone call. Who drives the motorcycle for long time and short time and who is require to be attending important calls during the driving time. But Who seems to buy this product? not able to attend the phone calls because of the safety reasons. Thus this product is highly safety with advance features to ease to communicate especially who age of 16 up to

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Creative & Innovation Individual Assignment

Its been thought for the years to design a Watch device which has no distinguishing features on the one who wears it. Thus, Why this product is classified as Watch has achieved the following feature GPS device translator, fully weather protected, Auto volume adjustment, voice commander, listen MP3 songs, FM radio and finally usage up to 7 hours talk/ 1 week standby. It is very convenience to wear it whenever When people can wear it? youre driving for short time or longer time, since it gives the safety feature as well as able to use latest communicating technology. The fashionable kit works with all Bluetooth mobile phones and offers superb features, How can people use this? ease of use and assembly. The super slim speaker fits all Watch, and its advanced hands-free features allow users to initiate, receive or reject calls by voice-control.

revolutionary?

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Creative & Innovation Individual Assignment

PROBLEM FINDING: In problem finding stage we are about to obtain different perspectives regarding the product and that is by using analytical techniques like , laddering technique which is first used by Richards .This method provides a listing from general to more specific by moving downwards, the second method used for problem finding is called concept fan by Edward de Bono , concept fan is a great technique, it divides the approach of thinking into four levels named purpose, directions, concepts and ideas, thus it provides a broad view of thinking by moving among these four levels of thinking.

I.

Laddering Technique: As it is shown on the illustrating chart below that we moved from the general

statement which was Products down to more specific categories tracking our product Watch. Laddering technique is indeed powerful tool because of the advantage it offers of linking the ideas to be evaluated in the following stages of this documentation.

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Creative & Innovation Individual Assignment

Products

Electronic

Watch

II. Concept Fan: Through this technique we will be capable of listing the right approach associated with the main concepts and ideas concerning it. In that sense we use the listing approach as follows:

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Creative & Innovation Individual Assignment

PURPOSE

DIRECTION

CONCEPT

IDEAS

These four segments are used to draw a clear guide line for the approach used to list all ideas in accordance to their concept and all concepts to their Direction as well as all directions to their purpose.

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Creative & Innovation Individual Assignment Idea Generation: Within this stage we are going to spin thoughts together to come up with new ideas using some techniques like Mind Map, Lotus Blossom, attribute listing, SCAMPER and force fitting trigger. Idea generation stage is essential too, because it links all the ideas together in a sequence that maybe referenced later on to justify or identify the importance of different aspects of the product.

I.

Mind Mapping Technique: Mind mapping is a way of making notes using colors and patterns, keywords and

images so that the information is rendered holistically. When we are creating Mind Maps, imagination and creativity are used to synthesize logically all the relevant key information in an organized way. Mind Mapping taps your whole brain, releases your brain potential and improves your memory with less work. Since our assignment is needs to be evaluate this technique to improve the ideas for this product.

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Creative & Innovation Individual Assignment

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Creative & Innovation Individual Assignment

II.

Lotus Blossom:

This technique provides a structure platform to diagnose all the input information and process them and that is by setting them within a square surrounded by eight other squares and then each alternatives is expressed in the same way individually.

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Creative & Innovation Individual Assignment

High protection

Answer calls Orange Red Black

Voice commander

Listen to music

Others

Long life battery

White

Colors

Yellow

Fully weather protected

Functions

Accept or reject calls by voice

attractive design

Light weight

Nice colors

Play music Gray Blue Silver

GPS voice instructor

Worldly

Dainty

Others

Colors

Functions

Students

Design Bold Design Bluetooth watch Users Users Men and Women

Masculine Cartoon shapes Technology Materials Power

Tourists

Racers

Mp3 player

VOX technology

Radio FM

Steel

Iron

Plastic Solar power energy Bio-energy Wind turbine power

Touch screen

Technology

GPS connector

Water power Aluminum Materials Chrome Nuclear power Power

Bluetooth Alloy

Battery

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Creative & Innovation Individual Assignment

III.

Attribute Listing:

Attribute listing is another idea generation technique suggested by Robert Platt Crawford; this technique 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. Technology GPS instructor Colors White Materials Plastic Features Comfortable for ALL Radio and MP3 Voice commander Bluetooth Black Alloy Long life battery Men and Women Blue Orange Aluminum Chrome Attractive design High protection Students Racer Users Tourists

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Creative & Innovation Individual Assignment Scamper: SCAMPER is an acronym for useful list of words that can be applied as stimuli to make you think differently about the problem area. It works by providing a list of active verbs that you associate with your problem and hence create ideas. As they are all verbs, they are about doing, and so get you to think about action. SCAMPER was defined by Robert Eberle, after an initial list from Brainstorming originator Alex Osborn. S C A M P E R Substitute Combine Adapt Modify Put in other use Eliminate Reverse

For Bluetooth watch, combine, substitute, Put in use, and adapt are used to generate new ideas or to enhance existing ideas. C: combine many desired feature to gain more satisfaction and those features is, Bluetooth watch connecting with different techniques such as GPS and cell phone. S: substitute the material used with other to reduce its weight. P: can be used as MP3 player and radio listing. A: adapt voice recognition system to be used with the voice commander.

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Creative & Innovation Individual Assignment V. Force Fitting Trigger:

Force Fitting Trigger technique states three relevant images are put in order to list a set of words for each and then to combine each three keywords to generate a new concept regarding the product. GPS Radio Track

instructor Direction Information Map Addresses distance Signals Channels Sound Data Transmission Buttons Racers Race Fans Track Motorcycles Ads

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Creative & Innovation Individual Assignment

After setting this table up we are supposed to make three word combinations of the words selected from the table.

Three Words Combination Direction + Signals + Racers Map + Channels + Track Information + Buttons

Outcome GPS gives Signal directions to racers through voice. Channels display the map of the track. Information buttons are beneficial.

CONCLUSION: Among those three combinations, the first one is considered to be relevant to Bluetooth watch since it needs GPS signals to give direction to the rider of the motorbikes. The second one is dealing with map, track and channels which are also related to Bluetooth watch in terms of showing the rider the map of the tracks they are using. The third one is consisting information, buttons, and motorcycles which are related to Bluetooth watch too.

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Creative & Innovation Individual Assignment PRODUCT DESCRIPTION: The new watchBluetooth set makes those long bike rides a breeze. Attach this streamlined set to your watch and conduct a cell phone conversation at your leisure without compromising your safety by using MDC (Multiple Device Connection) technology you can also receive GPS voice instructions straight to your set. If the environment gets noisy or you increase your driving speed, the set automatically adjusts the sound level. Incoming calls can be rejected or received by simple voice control. And finally MP3 and radio also be controlled by voice as well. General Description: This new generation of watch has was the safety features that a normal watch has, beside the safety, new generation of connection and communication are embedded in this new idea of watch. This new type of watch has no any different in terms of weight. The size of this new Dynamic watch is almost less than the size of the normal watch and it is more style and more colorful then the normal watch. The price of this product can be expensive in compare to the normal watch, but in terms of marketing purpose, it will not be 5% more price then the normal watch price, when buying two watches the client will get a discount of 15% off with a 2 years warranty. Watch maintains will be available anywhere and everywhere.

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Creative & Innovation Individual Assignment Specification Weight Dimensions (W x L x H) Description 0.50Kg 1,2531,396 Normal watches looking and can have color Design Watch-to-Watch communication distance Features Warranty Price Long battery life up to 6 8 hours Default 2 years 500 RM customization with style added to it.

Up to 0.5 meters

IDEA EVALUATION: Sticking dots technique is a powerful idea evaluation technique in which ways that it provides up the ability of comparing the product with the three rival competitive products and that is by measuring different relevant attributes in common among them, thus it gives the product some competitive differentiations to support it.

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Creative & Innovation Individual Assignment I. Attribute Quality Features Technologies Price Weight Design LEGAND: Excellent Very good Good Not bad Poor CONCLUSION: The sticking dotty table above shows that Bluetooth Watchs is featured for most attributes listed on the table except for two which are the quality and the price and to justify that I would say, For the price, Bluetooth Watchs is classified under high end products due to the nanotechnology used to manufacture it and that is what actually makes it special and adorable. Sticking Dots. Arai Watchs Shoe Watchs Schubert Watchs Bluetooth Watchs

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Creative & Innovation Individual Assignment II.Force Field Analysis:

This technique enables us to look at the restricting factors and the supporting factors in a way that we will be given a chance to evaluate the current state of the product by checking the net total of the numbers assigned to each restricting and supporting factors. In order to foster the relevant state of the product we are given a chance to make suggestions regarding the factors to manipulate the degree of restriction or to boost the degree to which the factors supporting.

1. The price is not affordable. 2. Sensitive.

Retricting factors

Supporting factors
+3

1. Nice design. 2. Long life battery. 3. Light weight. 4. Comfortable for Hand.

3. Large number of technology. 4. Quality.

+5 -4 -5 -4 _ -3 +3

5. The color paint.

+4 +4

TOTAL= +19 TOTAL= -16 APIIT UCTI Level 2 Page 26

Creative & Innovation Individual Assignment

Net Total = +3

The FFA above results imbalance in the net total and it is indicated by positive three which means that the supporting factors dominates the restricting factors. Therefore, in such case, we are supposed to make some suggesting in order, to enhance the imbalance of the relevant factors and those suggestions are made as follows:

SUGGETION:  It is true that the price is high and I do not have a satisfactory remedy to reduce it so to maintain my honesty towards this product I shall keep it (-4) as it is( well this might be considered as a differentiation advantage from other assignments).  The watch has many technologies inside it so combining these technologies together in one product such as watch would be sensitive. Watch is usually exhibition for the fall. In this situation I can use a better material for the watch to protect it more than before. So the factor is supposed to be (-3) instead of (-5).  Using many technologies in the watch may cause a problem for the any, because it So what I can do is whether to reduce the technology is used or to make it easier for the user to use these technologies without doing so many things by controlling them with voice and then the factor will be (-2) instead of (-4).

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Creative & Innovation Individual Assignment  In case of the paint color, there is a link between the color of the watch and accidents. I have painted the watch with the right paint, thats why I gave it (+4). Working out on these suggestions will yield to change conversely the net total of the FFA that we have been through, at the beginning.

1. The price is not affordable. 2. Sensitive. 3. Large number of technologies. 4. Quality.

Retricting factors

Supporting factors
+3

1. Nice design. 2. Long life battery. 3. Light weight.

+5
4. Comfortable for

-4 -3 -2 _ -3

+3 +4 +4

hand. 5. The color paint.

TOTAL= -12

TOTAL= +19

Net Total = +7

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Creative & Innovation Individual Assignment CONCLUSION: After implementing the suggestions, the supporting factors yield to be +7 points greater than the restricting facto, which emphasis that the idea of product is more positively evaluated.

APPINDIX (A): About the company:

Seiko Instruments Co. LTD. (http://www.seikowatches.com/) The company logo:

Seiko Instruments Co. Ltd. was founded in 2005; specialize in the wireless communication field. The enterprise integrates research and development, manufacture and sale. We are a professional Bluetooth design house; we dedicated to provide the most advanced Bluetooth solution, products and services for our customer, providing the max profit to the clients constantly. We insist on innovation and teamwork, adopting and mastering the core technology, and set the technology in advanced as company strategy. We have obtained the support from the global Bluetooth leaderCSR company, and with the close relationship with the leading.

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Creative & Innovation Individual Assignment Our main business is in Bluetooth series solution research and development and Bluetooth modules, PCBA sale. Seiko Instruments Co., Ltd. holds honesty, professional service,keep improving and pursuit of excellence as the company principle, with innovative technology and our sincere service we won a good reputation at home and abroad. Basics information: Seiko Instruments Co. Limited Rm.6C, No.8 Building, Xinghe Garden Buji Town, Longgang District, Shenzhen, China Shenzhen, Guangdong China (mainland) 518000 Target markets: Europe, North America, Australia, New Zealand, South America. Product/Services: Bluetooth solutions: Bluetooth Intercom watch Solution, Bluetooth Window intercom systems Solution, Bluetooth interphone adapter Solution, Bluetooth Wireless Microphone, Bluetooth Stereo Speaker, Bluetooth stereo adapter, Bluetooth Audio gateway, Bluetooth TTS(Text To Speech), Bluetooth Phone Adapter, Bluetooth serial ports, Bluetooth rearview mirror , Bluetooth car kit MP3 Player, Bluetooth stereo headset solution, and we can also provide ODM and design services according to your specific requirements.

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Creative & Innovation Individual Assignment REFERNCES: www.google.com [Accessed on 20 April 2011]

http://www.seikowatches.com/

[Accessed on 3 April 2011]

http://www.slashphone.com/106/3799.html [Accessed on 10 April 2011]

http://www.seiko-instruments.de/19-0-history-of-seiko-instruments.html [Accessed on 10 April 2011]

www.google.com

Printed Publications: Proctor, T., 2005, Creativity Problem Solving for Managers, 2nd edition, Rutledge, New York

Higgins, J.M., 1994, 101 Creative Problem Solving Techniques, New Management Publishing Company, Florida

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