BM006-3-2-CRI INDIVIDUAL ASSIGNMENT

INDIVIDUAL ASSIGNMENT

NAME : TULASINATAN A/L MUTHUALAGU

STUDENT ID : TP026049

INTAKE CODE : UC2F1404IT (FC)

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

LECTURER : MADAM HASLINA HASHIM

PROJECT TITLE : SWEET CHERRY ‘TECHCRADLE’

DATE COMPELETED : 30th JANUARY 2014

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

citations and references)

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Table of Contents

ACKNOWLEDGEMENTS ........................................................................................................................... 3
EXECUTIVE SUMMARY ............................................................................................................................ 4
1. PROBLEM STATEMENT .................................................................................................................... 5
2. COMPETITOR ANALYSIS .................................................................................................................. 5
Competitors Profile: ............................................................................................................................ 5
Common Attributes: ........................................................................................................................... 5
3. OBJECTIVE STATEMENT .................................................................................................................. 7
4. IDEA GENERATION .......................................................................................................................... 7
Scamper .............................................................................................................................................. 7
Attribute Listing .................................................................................................................................. 9
5. PRODUCT CONCEPT DESCRIPTION................................................................................................ 10
Opening ............................................................................................................................................. 10
Design................................................................................................................................................ 10
Features ............................................................................................................................................ 10
Functions ........................................................................................................................................... 12
Frequency of Usage .......................................................................................................................... 13
Price .................................................................................................................................................. 13
Availability for purchase ................................................................................................................... 13
Technology ........................................................................................................................................ 13
6. MARKET IDENTIFICATION ............................................................................................................. 14
7. IDEA EVALUATION......................................................................................................................... 15
Force Field Analysis ........................................................................................................................... 15
Sticking Dots...................................................................................................................................... 18
8. CONCLUSION ..................................................................................................................................... 20
9. REFERENCES ...................................................................................................................................... 21
10. APPENDIX ....................................................................................................................................... 23

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ACKNOWLEDGEMENTS

I would like to express my deepest appreciation to all those who provided me the possibility to
complete this assignment. A special gratitude I give to my Lecturer Madam Haslina Hashim,
whose contribution in stimulating suggestions and encouragement helped me to coordinate my
assignment especially for teaching me this module in such a way that I were able to learn this
highly technical module very easily.

Finally, an honorable mention goes to my family and friends for their understandings and
supports me in completing this assignment. Without helps of the particular that mentioned
above, I could face many difficulties while doing this.

TULASINATAN A/L MUTHUALAGU (TP026049)

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EXECUTIVE SUMMARY
Sweet Cherry Enterprise (M) Sdn Bhd was established in 1990. As a home grown brand,
Sweet Cherry is proud to grow through leaps and bounds to become a market leader for infant
and toddler products under its trade brand “SWEET CHERRY”.

The Sweet Cherry infant and toddler product range covers a vast number of items including
strollers, buggies, car seats, walkers, high chairs, playards, high chairs, baby carriers, baby cots
and infant beddings. Sweet Cherry products are innovatively designed to be both comfortable
whilst stimulating creativity. Currently our Sweet Cherry ‘Techcradle’ is in the preliminary
stage. This product is given some advance features for cradle as it sounds different and creative.
This system is actually an enhancement for safety environment and also improve the IQ level
of the babies and toddlers.

There are few competitors such as Fisher-Price, Inc. and Kyuushuu University of Japan.
Products manufactured by Sweet Cherry Enterprise (M) Sdn Bhd are superior to competitor
products because of uniqueness. Henceforward established brand name, innovative and low
cost producer status, expedites Sweet Cherry Enterprise (M) Sdn Bhd with a competitive
advantage in the market.

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

2. COMPETITOR ANALYSIS

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

Competitors Profile:

I. Fisher-Price, Inc.
Fisher-Price is an American company that produces toys for infants and children,
headquartered in East Aurora, New York. Fisher-Price has been a wholly owned
subsidiary of Mattel since 1993.
II. Kyuushuu University of Japan
It has been developed by the Kyuushuu University of Japan, keeping in mind how
difficult the job of baby-sitting is.

Common Attributes:

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

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Company Sweet Cherry Enterprise (M) Fisher-Price, Inc. Kyuushuu University

of Japan
Name Sdn Bhd

Product Techcradle My Little Suima automatic

Name SnugaMonkey Special cradle
Edition Cradle ’n
Swing

Uniqueness  Easy to assemble,  Includes 120-  An embedded

portability and volt AC adapter sound sensor
storage. for battery-free that detects
 Includes 120-volt AC operation, or crying noises.
adapter. requires  Easy to
 Detects crying sound batteries. assemble,
of the infants.  Easy to portability and
 automatic swinging assemble, storage.
portability and  automatic
storage. swinging
 automatic
swinging
Limitation  Parents need a  Higher weight  Suima is a very
smartphone to be babies might expensive
connected with the damage the purchase for an
Bluetooth from swing system item used for a
receiving signals easily because short period of a
from the tablet which this product have child's life.
is in the cradle. a weight limit.
 Need a big space for
locate the cradle in
the room.
 heavy
Technology  Micro Digital  Smart Swing  Uses sound
projector technology, Technology sensors detect
surround sound the infants cry
system, cctv and starts
technology, sound rocking the
and thermocouple cradle.
sensor technology

Table 1

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3. OBJECTIVE STATEMENT

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

4. IDEA GENERATION
Scamper

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

Scamper stands for:

Table 2

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Table 3: Scamper technique

Evaluation:

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

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Attribute Listing

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

Table 4

Evaluation:

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

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5. PRODUCT CONCEPT DESCRIPTION

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

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

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

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The figure below illustrates the anatomy of Techcradle.

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

Figure 2

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Functions
The table below outlines the each function of Techcradle in detail.

Function Description

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

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

Thermocouple To detect the room temperature and sent it to the smartphone that used by
Sensor their parents. If the room temperature is low, the sensor will sent
information to the parents to increase the air conditioner level.

Table 5

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

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

Availability for purchase

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

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

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

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

Target Type Criteria Reason for choice of criteria

Market Sub-
category

Geographic Country Asia and Oceania The Sweet Cherry’s Techcradle is

applicable to be used across the globe in
countries. The Techcradle Includes 120-
volt AC adapter and also built up with

Area Town/City internal battery. The battery provides up

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

Demographic Gender Unisex. Sweet Cherry’s Techcradle will be

accessible for use to both sexes. It is
Age < 3 years simple and easy to assemble,
henceforward user safety is the Sweet
Cherry’s utmost priority henceforth the
age criteria is set to be used by
individuals less than 3 years of age.

Table 6

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

Force Field Analysis

Force Field Analysis is a useful decision-making technique. It helps you make a decision by
analyzing the forces for and against a change, and it helps you communicate the reasoning
behind your decision. Force Field Analysis can be used for two purposes. First, to decide
whether to go ahead with the change. Second, is to increase your chances of success, by
strengthening the forces supporting change and weakening those against it.

A survey was conducted which involved unveiling the prospect of the Sweet Cherry’s
Techcradle to consumers in order to recognize the supportive influences and the restraining
aspects.

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Table 7

Table 8

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

Attributes My Little SnugaMonkey Suima automatic Techcradle

Special Edition Cradle ’n cradle
Swing

Comfort
  
Features
  
Design
  
Benefits
  
Safety
  
Technology
  
Price
  
Total 23 24 29

Table 9

Excellent

Very Good

Good

Not Bad

Poor


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Analysis

The product “Techcradle” is the main focus of this assignment. Sticking dot voting analysis is
used in order to weigh its attributes where it stands in the market with its competitors.

Common attributes of the Techcradle, Suima automatic cradle and My Little SnugaMonkey
Special Edition Cradle ’n Swing are compared together in the table above.The table shows that
Techcradle gets a staggering 29 sticking dots out of 35 while its competing products Suima
automatic cradle get 24 points and My Little SnugaMonkey Special Edition Cradle ’n Swing
get 23 points each.

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8. CONCLUSION

In a nutshell through creative and innovative determinations Sweet Cherry ‘Techcradle’ is

ready to be launched to serve the people with a richer experience. All techniques have been
used to determine whether the product is viable or not. The above analysis done explains in
detail all the strength and weaknesses and comparison of the Techcradle with its competitor
Fisher-Price, Inc. and Kyuushuu University of Japan. According to the sticking dots and the
scores achieved, Techcradle are considered as better than its competitors.

Analysis and survey results obtained during interviews of managerial staff, lecturers and
students of Asia Pacific University of Technology and Innovation the strength and weaknesses
of Techcradle were outlined compared to its rival’s products. Thus, we feel that the product
will be feasible within 5 years. If this product is feasible within 5 years, we will design another
product which Portable, light weight and with extra features.

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

Encyclo.co.uk, (2014). Meaning of Sticking Dots. [online] Available at:

http://www.encyclo.co.uk/meaning-of-Sticking%20Dots [Accessed 2 Feb. 2015].

Fisher-price.com, (2015). Fisher-Price® Human Resources - About Us. [online] Available

at: http://www.fisher-price.com/en_US/about_us.html [Accessed 2 Feb. 2015].

InventorSpot.com, (2015). Automatic, Robotic Baby Cradle Senses Sounds and Calms Crying
Kiddies. [online] Available at:
http://inventorspot.com/articles/robotic_cradle_rocks_crying_babies_back_sleep_25429
[Accessed 2 Feb. 2015].

Jagyasi, D. (2011). 7 Most luxurious baby cribs - Parenting Guide by Dr Prem. [online]
Parenting Guide by Dr Prem. Available at: http://drprem.com/parenting/8-luxurious-
baby-cribs.html [Accessed 2 Feb. 2015].

Management.net, �. (2015). Summary of Force Field Analysis - Lewin. Abstract. [online]
Valuebasedmanagement.net. Available at:
http://www.valuebasedmanagement.net/methods_lewin_force_field_analysis.html
[Accessed 2 Feb. 2015].

Mindtools.com, (2015). Force Field Analysis: Analyzing the Pressures For and Against
Change. [online] Available at:
http://www.mindtools.com/pages/article/newTED_06.htm [Accessed 2 Feb. 2015].

Sweetcherry.com.my, (2015). Latest Products. [online] Available at:

http://www.sweetcherry.com.my/index.php?route=product/latest [Accessed 2 Feb.
2015].

Swing, M. (2015). My Little SnugaMonkey Special Edition Cradle ’n Swing. [online]

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Fisher-price.com. Available at: http://www.fisher-

price.com/en_US/brands/babygear/products/My-Little-SnugaMonkey-Special-Edition-
Cradle-n-Swing [Accessed 2 Feb. 2015].

TreeHugger, (2015). Electrified Computerized Cradle Rocks Your Baby To Sleep. [online]
Available at: http://www.treehugger.com/interior-design/electrified-computerized-
cradle-rocks-your-baby-to-sleep.html [Accessed 2 Feb. 2015].

TrendHunter.com, (2015). Cry-Sensing Cradles: The Suima Robotic Crib Imitates The
Motions of Human Mothers. [online] Available at:
http://www.trendhunter.com/trends/suima-robotic-crib [Accessed 2 Feb. 2015].

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10. APPENDIX

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