1.1 Marketing Environment Analysis
Environmental
Due to the current pandemic, it is crucial and made as a priority for the people to stay at home at all times to avoid the virus being spread vigorously. With that being said, many businesses are ordered to be closed, and are not allowed to operate until further notice. However, the recent economic downturn was advantageous for us as our field plays a huge role to overcome the pandemic. This increases the needs of our target market in finding ways to handle the cases as efficient as possible. Efficiency also means avoiding the waste of plastics or materials that could decline the ecology. As for that, consumers will be wiser in choosing its goods and services that could keep them proactive and also fits the purpose.
Demographic
Even with the highest technology, bad communication and distribution skills could easily affect the needs and wants of a consumer. For instance, during this pandemic, our market size is wide as the COVID-19 virus affects the whole world. Due to that, hospitals around the world would need services like ours. Even just within Malaysia, there are multiple amount of hospitals that treat COVID-19 patients and every hospital would need more than one of our goods and services to maximize the success of their purpose. Nevertheless, our products might not be in high demand when the pandemic is over.
Technological
In this era of globalisation, the standard of quality of technology is undeniably remarkable. The higher the tech, the greater the product. Even so, there are things that need to be reconsidered, such as will the offering be cheap or can the technology be used to innovate? If our techs are good, but costly, it might affect the wants of the consumers. Aside from that, technological products would take up a lot of time to produce and need a much more serious maintenance to ensure long-term function. Especially in this pandemic, we worry that our production is too slow which leads to falling off the market.
1.2 Identification and Selection of Target Market.
1.2.1 Geographic Segmentation
As we all are aware, the world is going through a pandemic, due to the virus called COVID-19. It is undeniable that the virus has taken a lot of lives, including our fellow front-liners. About 213 countries and territories have reported positive cases of COVID-19 (Worldometers.info, 2020).
Diagram 1
Based on diagram 1, the number of cases and deaths in Malaysia is quite high and sadly, we still have not found a cure to this virus. As seen in the diagram shown, most states in Malaysia have reported over 100 positive cases of COVID-19 which proves how serious the condition is.
Diagram 2
Based on diagram 2, Malaysia is not the only country facing COVID-19, but the whole world is facing the same. If we compare between US and Malaysia, US has much higher positive cases reported, including death cases. Many measures are being made to overcome this virus from spreading more drastically.
1.2.2 Behavioural Segmentation
Both consumers and seller will definitely benefit from this study. The consumer’s benefit is that they get to be reached out in many ways by our company in helping them fight the virus. For us sellers, we are able to generate profit, gain recognition and be part of a good cause.
1.2.3 Target Market
Our target market is people who work in hospitals, mainly those who are exposed to patients with illness like Ebola, Haemorrhagic fever, pandemic influenza, avian influenza, Hepatitis B, SARS, and especially in the current pandemic, COVID-19. These healthcare people work in PPE suits which is functioned to prevent them from being infected as well, and we would like to work closely with this targeted people in making sure their PPE suits can be sterilized as deeply as possible.
1.2.4 The needs and wants
During this difficult time, the demand for PPE Suit is high. In Malaysia, PPE suits became limited as time goes by, to the point where our own local designers had to help sew more of the suits. However, even when multiple local designers lended a helping hand, the suits were still limited in many territories of Malaysia. It is undeniable that other countries are facing the exact same problem, because as mentioned, it is a global problem. This leads to having less resources too as resources are being used up more than the usual.
1.2.5 Customer behaviour
We might face a complex buying behaviour customer. This means that the customer might take longer in decision making whether to purchase our product or not. Our targeted customer is mainly from the healthcare department. They might take time to develop the belief in purchasing the product because the decision making involves many healthcare departments. They also need to understand the main function of our product and services. Thus, we might encounter a complex customer behaviour because our product is costly.
2.1 Product Idea Generation and Screening
Our target market is mainly for healthcare people such as doctors, and nurses. Thus, we came up with two product ideas that can solve the needs of the selected target market which are PPE-UV Sterilizer and Hand Sanitizer Stepper. These two products can help our selected target market to reduce the risk of infectious diseases such as COVID-19 that is now spreading all over the globe.
2.1.1 PPE-UV Sterilizer
Function of PPE-UV Sterilizer:
• Sterilize the PPE Suits (personal protective equipment) that have already been used.
Benefits of PPE-UV Sterilizer:
• PPE-UV Sterilizer machine can kill and remove all microorganisms, including bacteria and viruses.
• The usage of UV sterilization is extremely effective because UV sterilization can kill over 99% of viruses and bacteria in a short amount of time.
ADVANTAGES DISADVANTAGES
Minimize the cost of producing new PPE suits. Cost of buying PPE-UV Sterilization machine is expensive.
Sterilization process can kill the bacteria and viruses within seconds. Cost of repair and maintenance are expensive.
Table 2.1
2.2.2 Hand Sanitizer Stepper
Disease like coronavirus can spread easily when droplets containing the virus get into your body through your eyes, nose, or throat. Normally, this happens through your hands. Hands are also one of the easiest ways that the virus can spread from one person to another. we can avoid the spread of the virus, by frequently washing our hands using soap or by using hand sanitizer.
Function of Hand Sanitizer Stepper:
• A hand sanitizer stepper is a contact-free hand sanitizer dispenser.
• People do not need to press the hand sanitizer bottle using hand but just use the foot.
Benefit of Hand Sanitizer Stepper:
• Helps people to prevent spreading the virus when using the same hand sanitizer bottle.
ADVANTAGES DISADVANTAGES
Reduce cost of handling, installation and transportation. The use of PVC makes the hand sanitizer stepper become low quality and easily cracked
Easy to bring anywhere because it is portable and light. At higher temperatures, the strength of PVC reduces.
Table 2.2
PPE-UV STERILIZER HAND SANITIZER STEPPER
2.1.2 Substantiality/profitability of the PPE-UV Sterilizer
R-W-W framework:
Is It Real?
Market Product
• There will be a need and desire for this PPE-UV Sterilizer as the whole world is going through the pandemic.
• Hospitals all over the world where it is needed by doctors and nurses.
• Since we don’t know when this virus will stop spreading, there will be enough potential buyers.
• We believe that our customers will buy this product as it will help to ease our customers on daily basis. • Has what is needed to disinfect viruses within seconds, which is the UV ray.
• With the advanced of the technology, disinfection is done efficiently and proactively.
• In its final form, we believe that our product will satisfy the target market’s need and wants.
Can We Win?
Product Company
• Offers advantages for our consumers in terms of safety.
• Our PPE-UV Sterilizer has the competitive advantage as the product is brand-new product and cannot be found anywhere else.
• Has resources that are needed, such as engineers which helps us to produce the highest of quality product in the market.
• Our managers also have experiences in the market and have the appropriate skills that are needed to offer only the best to consumers.
Is It Worth Doing?
Profitable Strategic sense
• Since our product is mainly focusing on disinfecting viruses, therefore, as long as the healthcare individuals have to treat these patients, then there will be a demand for this product which will turn this product into a profitable product. • This PPE-UV Sterilizer would need monthly repairing and maintenance services. Through this, our product is helping the company to create a relationship with our customers in terms of the follow-up business.
2.2 Product Concept Development
Concept Statement
The PPE-UV Sterilizer concept is derived from the desire to create a helping hand for healthcare services, and give a positive impact in their battle against any virus outbreaks. To invent a product that enables the experience of this prevalent condition, the design is conceived of a moving UV scanner whereby helps in reducing the depletion of natural resources in producing PPE suits, making it reusable multiple times.
The process of sterilization begins with placing the PPE suit onto the machine belt, letting it move into the machine where it is being sterilized deeply with top-notch UV-light technology and ends with it coming out of the machine, fully clean and safe to be worn again. With its self-cleaning feature, 99% of bacteria and viruses can be easily terminated within seconds upon usage. Despite its simple design, the PPE-UV Sterilizer ensures that the use of electricity can also be controlled due to its splendid timer technology system which automatically shuts down the machine when it is not in use. By inventing these aspects in the PPE-UV Sterilizer, the bridge between consumerism of technology and ecological preservation is being managed, whilst playing a remarkable role in helping healthcare individuals treat patients whom are exposed to any virus.
Prototype
How to use PPE-UV Sterilizer?
• First, lay down your PPE suit on the machine
• Next, when the suit is inside the machine, the machine will sterilize it with a UV-light
• Lastly, wait until the PPE suit is fully outside of the machine before wearing it again.
Individual Product Decision
Product features
• Self-cleaning – This machine is a self-cleaning machine that can kill over 99% of viruses and bacteria.
• Speed – This PPE-UV Sterilizer machine can kill the viruses and bacteria within seconds.
• Save electricity – The timer can shut the system down automatically if not use (save on electricity).
• Easy to use – Just press the “ON/OFF’ button on the computer.
Style
• This machine is the same as the x-ray machine that has been used at the airport but the function is different.
Design
• Our product does not focus that much on the design, because the main goal of the machine is to help us kill the virus. With so, we have made the design product simple and not that eye-catching.
Quality level
• For the quality level, our product is set to its highest performance, so that our customers will not face any issue using them. And so, we have put the best quality to the product.
Positioning Statement
To the doctor and nurses that contribute in healthcare services, the PPE-UV Sterilizer is the best disinfecting technology that provides a new and effortless way to sterilize the PPE suits from any virus and bacteria, due to the fact that the PPE-UV Sterilizer has high quality technology to exterminate viruses and bacteria on the PPE suit as quick as lightning.