The Hybrid Toothbrush

Product Proposal

The Hybrid Toothbrush

Clean teeth where you are

Proposal by Ashraf Al-Fayadhi

The Hybrid Toothbrush

Contents
1. 2. EXECUTIVE SUMMARY: ......................................................................................................................... 4 INTRODUCTION ..................................................................................................................................... 5 2.1 Profile of the company........................................................................................................................ 5 2.2 Objective statement ........................................................................................................................... 5 3. 4. 5. COMPETITOR ANALYSIS: ....................................................................................................................... 6 MARKET SEGMENT ANALYSIS: .............................................................................................................. 8 LADDERING TECHNIQUE: ...................................................................................................................... 9 Opening ......................................................................................................................................... 9 Illustration: .................................................................................................................................. 10

5.1LATERAL THINKING ............................................................................................................................ 11 6. 7. Conclusion: .................................................................................................................................. 12

PROBLEM STATEMENT:....................................................................................................................... 12 IDEA GENERATION: ............................................................................................................................. 13 7.1 MIND MAPPING: ............................................................................................................................... 13 Opening: ...................................................................................................................................... 13 Illustration: .................................................................................................................................. 14 Outcomes: ................................................................................................................................... 15 Evaluation ................................................................................................................................... 15

7.2 ATTRIBUTE LISTING: .......................................................................................................................... 15 Opening: ...................................................................................................................................... 15 Illustration: .................................................................................................................................. 16 Outcomes: ................................................................................................................................... 16 Evaluation ................................................................................................................................... 17

7.3 CONCEPT FAN: .................................................................................................................................. 17 Opening: ...................................................................................................................................... 17 Illustration: .................................................................................................................................. 18 Outcomes: ................................................................................................................................... 19 Evaluation ................................................................................................................................... 19

7.4 SCAMPER:.......................................................................................................................................... 19

The Hybrid Toothbrush

8. 9. Opening: ...................................................................................................................................... 19 Illustration: .................................................................................................................................. 20 Outcomes: ................................................................................................................................... 21 Evaluation ................................................................................................................................... 21

IDEA SUMMARY: ................................................................................................................................. 21 PRODUCT DESCRIPTION: ..................................................................................................................... 23 9.1 General description........................................................................................................................... 23 9.2 Specification ................................................................................................................................ 24

9.2 Sketches (see appendix 2):................................................................................................................ 26 9.3 Technology Used: .............................................................................................................................. 28 Price Identification: ................................................................................................................................. 29 9.4 Future Enhancements: ...................................................................................................................... 29 10. MARKET IDENTIFICATION: .................................................................................................................... 30 10.1 Target Market: ................................................................................................................................ 30 10.2 D.I.C.E ANALYSIS: ............................................................................................................................ 31 10.2.1 Opening: ................................................................................................................................... 31 10.2.2 Evaluation: ............................................................................................................................... 32 11. IDEA EVALUATION:................................................................................................................................ 33 11.1 Force field analysis (FFA):................................................................................................................ 33 11.1.1 Opening: ................................................................................................................................... 33 11.1.2 Evaluation: ............................................................................................................................... 35 11.2 STICKING DOTS ANALYSIS: .............................................................................................................. 36 11.2.1 Opening: ................................................................................................................................... 36 11.2.2 Evaluation: ............................................................................................................................... 37 11. CONCLUSION: ........................................................................................................................................ 37 12. REFERENCES: ......................................................................................................................................... 38 Printed Publication .................................................................................................................................. 38 Online Publication ................................................................................................................................... 38 13. APPENDIX 1: .......................................................................................................................................... 40 About the company ........................................................................................................................ 40

14. APPENDIX 2: .......................................................................................................................................... 41

The Hybrid Toothbrush

1. EXECUTIVE SUMMARY:

This is a proposal of introducing a multipurpose toothbrush into the market which can be produced and marketed within 5 years from now. The product is named the hybrid toothbrush. As per the name, the toothbrush is a hybrid of all the components used to clean teeth for achieving a higher level of hygiene. This proposal is done for the worldwide leader brand in brushing market, Oral-B brand. The target market for this product is travelers and business people as they have difficulties in their daily routine to keep their teeth hygiene. The toothbrush is designed that it has a hybrid system and it is made up of durable and flexible material so that it will be portable and easy to use by the customers, this will help them to keep their teeth clean the whole day. Another advantage of this toothbrush is that it has a rechargeable battery in the bottom and can charge easily using the charger from in normal plug.

This product has its competitors who are; Colgate Motion Toothbrush by Colgate Company and OHSO Travel Toothbrush by OHSO Company. Normally, a toothbrush is only used to brush teeth after applying the toothpaste. This toothbrush can supply toothpaste from the inside using suction technology and water to clean mouth after brushing using water pressure idea. This proposal includes four idea generations that is used to generate ideas from this product. The four steps used are Mind Mapping, SCAMPER, Attribute Listing, and Concept Fan. In addition, idea evaluations such as Force Field Analysis, Sticking Dots are used to evaluate the product which is the hybrid toothbrush demand in the market.

The Hybrid Toothbrush 2. INTRODUCTION

2.1 Profile of the company
Dr. Robert Hutson was the founder of the Oral-B brand in 1950. He designed and patented the first Oral-B toothbrush in California. The Oral-B brand is a worldwide leader in the over $5 billion brushing market. Part of the Procter & Gamble Company since 2006, The Oral-B brand includes manual and power toothbrushes for children and adults, oral irrigators, oral care centers and interdentally products, such as dental floss. Oral-B toothbrushes are used by more dentists than any other brand worldwide. (About Oral-B, 2011)
Figure 1

Oral-B Brand 2011, Oral-B, [online image], Available at: http://www.cariszone.com/categories/grocery-health-beauty/oral-b-professional-care-deluxeelectric-toothbrush.html [Accessed 26th may 2011]

2.2 Objective statement

The objective of this proposal is to introduce the new product the hybrid toothbrush. That is about combining the components use to clean teeth into a single item, so that it will be portable and comfortable to use around therefore saving time, giving the user a choice of cleaning whenever or wherever he/she wants and achieving hygiene.

The Hybrid Toothbrush 3. COMPETITOR ANALYSIS:

Colgate Motion Toothbrush COMPANY COLGATE TARGET MARKET Business people, travelers, kids who does not know how to brush their teeth properly, adults. PRICE RM 30 $10 UNIQUENESS

Soft Polishers Help remove stains for whiter teeth.

Figure 2

Replaceable Brush Head. Dual Action Head. It has an ergonomic neck design to reach hard to reach places. LIMITATIONS

Colgate Motion toothbrush 2010, Colgate, [online image ], available at:

http://www.colgate.com/app/ColgateMotion /US/ProductDetail.cvsp) [Accessed 26
th

Batteries last only for a couple of days.

The noise that coming out from the brush is a

bit load.

may 2011] Technology

It uses Motion technology

Table 1

The Hybrid Toothbrush

OHSO Travel Toothbrush COMPANY OHSO TARGET MARKET Travelers, business people

PRICE $19.99 UNIQUENESS

It combines Toothbrush and toothpaste in one device.

It will not leak and is easy to refill without making a mess.

Figure 3

Besides being good looking the OHSO Travel Toothbrush is useful and durable.

LIMITATIONS
OHSO Travel Toothbrush 2005-2011,

The brush chamber only holds enough toothpaste for 1 day

OHSO, [online image ], available at:

http://www.thisnext.com/tag/osho/

It is expensive for a toothbrush.

[Accessed 27th may 2011] Technology It uses Suction technology

Table 2

The Hybrid Toothbrush 4. MARKET SEGMENT ANALYSIS:

Market segmentation is a stage where the marketer analyze the target market and to identify their needs and wants. By doing market segmentation, it helps an organization to launch the product to the market with appropriate marketing strategies. Market segmentation can be done by demography segmentation, psychographic segmentation, geographic segmentation and behaviorist segmentation.

a) Demographic This segmentation of analysis comes into participate when the quality and other characteristics of the common population are taken into consideration [8].

The age and the gender of the target market need to be considered. The common occupations and income levels of the population also play a part. The religion and language that the people follow also needs to kept in mind. The family size and quality of education are also important here.

b) Geographic
This segmentation is done on the basis of the physical location and boundaries of the customers. Considering some matters [8]. Which country the customer resides in. Are there any limitations on the usage and promotion of the product in the country What is the size of the country and what is the density of the population there. What are the climate conditions in that country

The Hybrid Toothbrush

c) Behavioral
Here the marketer takes into account the general behavioral patterns of the customers and tries to predict what reactions they would possibly have toward the new product [8].

The benefits that the customers are looking for and the value they seek and derive.

The degree of brand loyalty and brand satisfaction. The willingness to buy a product, and also the rate of its usage. The profitability of marketing there, and also the income level of the targeted customer base.

d) Psychographic

In this segmentation the attitude and lifestyle of the customers are considered. Also known as the IAO (Interests, Activities and opinion) model [8].

The general personality traits of the customers must be kept in mind.

The value of the people and the attitudes that they have towards certain products are crucial pieces of information for a marketer.

The hobbies and the perception of the selling company are also necessary to be obtained.
Table 3

5. LADDERING TECHNIQUE:
Opening Laddering is a method that helps you elicit the higher or lower level abstractions of the concepts that people use to organize their world (Reynolds & Gutman, 1988). It is a product of the repertory grid technique (Kelly, 1955). Repertory grids are used to determine the individuals view of the world without explicitly questioning an individual about the structure.

The Hybrid Toothbrush

Laddering refers to an in-depth, one-on-one interviewing technique used to develop an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following Means-End Theory (Gutman, 1982). Illustration:

Figure 4

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5.1LATERAL THINKING

Hygiene

Personal Body Hygiene

Surrounding Environment

Food and Water

Cleaning & Washing Body

Cleaning Hair

Cleaning & Brushing Teeth

Cleaning Ears and Nose & Cutting Nails

Electric

Manual

Toothbrush

Toothbrush + Toothpaste + Water

Toothbrush + Toothpaste

The Hybrid Toothbrush

Figure 5

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Conclusion:

Laddering was developed as a method of elucidating the relations between the constructs which had been elicited by the grid, and where possible organizing them into hierarchical relations. The graphs above show values and choices users will gain, if establishing the innovation of this product. Despite the points, the innovation choice will help the user and make him/her more satisfied while using toothpaste and water by just carrying their toothbrush and will for sure not cause any failure in hygiene issues. On the other hand, the choice of not innovating the toothbrush which will affect the user dealing with many consequences (carrying the toothpaste and wasting time using itetc), it is easily noticed that each attributes leads to consequence which later accordingly result on value figure (4),(5).

6. PROBLEM STATEMENT:
Finding a design that will be hybrid of all teeth cleaning tasks as toothbrush, toothpaste and tiny water container beside rechargeable battery to use electrical brushes which will be best companion for todays especially travelers and busy people.

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The Hybrid Toothbrush 7. IDEA GENERATION:

7.1 MIND MAPPING:

Opening:

Mind mapping is a way of taking or making notes by using the graphical elements such as drawings, symbols and keywords. This method has been existed since the birth of humankind such as the early cave paintings but being introduced by Tony Buzan in year 1994 (Proctor, 1999). By using Mind Mapping, you can easily identify and understand the structure of a subject.

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The Hybrid Toothbrush

Illustration:

Figure 6

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The Hybrid Toothbrush

Outcomes:

1. Colleges + students + bag + circle + black + rubber 2. Office + business people + briefcase + oval + chrome + silver 3. Plane + travelers + suitcase + teardrop + white + polyurethane 4. House + children + bag + T-shape + green + plastic

Evaluation

Mind mapping technique utilizes a persons imaginations for generating ideas. It is very effective and has no limitations. As it is shown on the figure(6) of this mind map that each branch has its own sub branches which give more solutions and divisions of each branch and also each branched is matched with several ideas to give a broad view over all. Note: mind maps can be hand drawn but not recommended; using mind map software to perform the task is easy and comfortable. The mind mapping software used in this proposal is IMindMap Basic.

7.2 ATTRIBUTE LISTING:

Opening:

Attribute listing technique was developed by Robert Platt Crawford in the early of 1930s. Attribute listing breaks down problems into smaller components and solving the problems by recombine the smaller components to become a total new product. The analyzer will list down all the attributes of the problem, then analysis each attribute or group of attributes and try to change them in as many ways as possible. Examples of attributes involve physical attributes, such as color, speed, odor, weight, size, and mass. (Attribute Listing, 1996) 15

The Hybrid Toothbrush

Illustration:

Features

Water capacity

Weight

color

Material

Users

Shape

Durable Multipurpose Portable Suction Water pressure Electric Rechargeable battery

50 ml 75 ml 100 ml 125 ml 150 ml

20 g 30 g 40 g 50 g 60 g

Transparent Black Green Chrome White

Plastic
Rubber Polyurethane

Travelers Student Business people

Circle Oval Rectangular

PVC Gold

Children

T-shape Teardrop

175 ml 200 ml

70 g 80 g

Pink Purple

Silver Glass

Square

Table 4

Outcomes:

1. Multipurpose + 125 ml water capacity + rubber + 50 g + travelers + purple+ circle

2. Electric + 200 ml water capacity + silver + 30 g + student + chrome + rectangular

3. Rechargeable battery + 175 ml water capacity + PVC + 70 g + business people + transparent + oval

4. Suction + 50 ml water capacity + plastic + 20 g + children + white + teardrop 16

The Hybrid Toothbrush

Evaluation

Attribute listing technique purposes to address all possible features of all aspects of the product on the aim of spinning the alternatives owned by the product itself so that it helps to generate new ideas regarding the product. As you can see from the table (4) above, alternative solution have been addressed to come up with better idea. Mind mapping and Concept fan are related to techniques that are more into utilization at early stage development which is the main difference with Attribute listing as it is more likely to be used when developer is out of ideas.

7.3 CONCEPT FAN:

Opening:

Concept Fans help you find new approaches to problem solving, when you have rejected all obvious solutions. Originated by Edward de Bono in his book Serious Creativity, they develop the principle of 'taking one step back' to get a broader perspective. (Concept Fan, 2009)

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The Hybrid Toothbrush

Illustration:

Purpose

Directions

Concepts

Ideas

Technology

Suction technology Water pressure

Combine the toothbrush & toothpaste & water in one device Create a hybrid toothbrush consist of all cleaning & brushing components

Electric brushes

The design

Different shapes (oval...etc)

Flexible casing Hard matrieal Durable Make it suitable to be used everywher e Long lasting battery

Light weight Portable Vacuum insulated

Figure 7

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The Hybrid Toothbrush

Outcomes:

1. Suction technology + hard material + different shapes + vacuum insulated 2. Water pressure + light weight + long lasting battery + flexible material 3. Electric brushes + different shapes + hard material + suction technology + light weight

Evaluation

The Concept Fan is a useful technique for widening the search for solutions. It gives you a clear framework within which you can take one step back to get a broader view of a problem. As it is seen above in the figure (7), that the concept fan is less complicated of its concentrating at one topic rather than multiple subtopics, which basically brings the user one step backward to get a more general view. Difference between Mind mapping and Concept fan is in direction. Concept fan sets paths and purpose to be fulfilled while Mind mapping is a graphical tool to come up with any possible idea.

7.4 SCAMPER:
Opening:

The invention of SCAMPER is attributed to Bob Eberle in the early 1970s, which is a way to represent a set of idea triggering questions. Some of these questions were originated by Alex Osborne, the advertising guy who invented Brainstorming. It is a seven thinking techniques that help to come up with untypical solutions to problems. (Creative thinking with.com 2008) SCAMPER is abbreviations presented by each letter, the following table illustrates that: 19

The Hybrid Toothbrush

S C A M P E R
Table 5

Substitute Combine Adapt Modify Put in another use Eliminate Reverse

Illustration:

Substitute:

Substitute the normal bristles with removable bristles. Substitute the normal batteries with rechargeable batteries Combine toothbrush and toothpaste and water container for multipurpose function. Combine between rubber and plastic to make the toothbrush casing.

Combine:

Adapt:

Adapt Change the head of the toothbrush by making it move

back and forth using a motor.

Modify:

Modify the sizes and the shapes and the colors to suit all types of people. E.g. student, travelers, kidsetc Put in the use of dentists to clean their patients teeth. Use to carry valuable staff in the place of toothpaste since it is much protected.

Put in another use:

Eliminate:

Eliminate using more than one item, e.g. toothpaste , brushetc Eliminate changing the batteries every time. Reverse the leakage of any water or toothpaste. Reverse in the teeth hygiene of electric brushes.
Table 6

Reverse:

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The Hybrid Toothbrush

Outcomes:

1. 2. 3. 4.

Combine between rubber and plastic to make the toothbrush casing. Adopt toothbrush water container to be used instead of the water tape. Substitute the normal batteries with rechargeable batteries. Use to carry valuable staff in the place of toothpaste since it is much protected. Evaluation

SCAMPER techniques comes when ideas are rejected and creative crisis is knocking on the door by idea-spurring question that are to look at the problem in different perspective to be able to see new opportunities. Attribute listing and SCAMPER follow the same scheme while SCAMPER is more flexible because of different questions unlike Attribute listing is more into alternative ideas

8. IDEA SUMMARY:

All four idea generation techniques declared that more ideas can be featured in the hybrid toothbrush. Second, The Mind Map gives a clear view of different practices that have to be followed for proper oral hygiene. Mind Mapping and Concept fan differ with the wide scale approach to the problem they offer which is unnoticed in Attribute listing that limits offers scheme developer to follow. From one perspective SCAMPER and Attribute Listing are similar, but Attribute listing more limited as it is more focused to substitute existing feature with alternative one while SCAPMER offers more actions as modification, elimination and other. 1. Plane + travelers + suitcase + teardrop + white + polyurethane 2. Multipurpose + 125 ml water capacity + rubber + 50 g + purple 21

The Hybrid Toothbrush

3. Suction technology + hard material + different shapes + vacuum insulated 4. Combine between rubber and plastic to make the toothbrush casing.

After condensing all the ideas together from each of the technique used the hybrid toothbrush device has a higher chance to be used for brushing and cleaning mouth. Idea Generation Mind Mapping Advantage Generates a wide range of ideas Disadvantage Time consuming

Attribute Listing

Enable more ideas be generated Some ideas may be inapplicable in each attribute

Concept Fan

Can display a nice flow of There may be more unrelated problems to solutions problems and solutions

SCAMPER

Provide specific and appropriate Not all guidelines will be guidance using questions related for each aspect

Table 7

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The Hybrid Toothbrush 9. PRODUCT DESCRIPTION:

As stated earlier, the hybrid toothbrush is a combination of toothbrush and toothpaste at the same time having a tiny water container to wash after brushing. It has rechargeable battery which can last for weeks if fully charged. It also incooperates use of new technologies to fullfill need of todays world users.

Figure 8

9.1 General description

It uses suction technology to provide the bristle with the toothpaste stored inside the body of the brush. It uses electric motion technology to move the electric brushes in appropriate way without harming the mouth. The hybrid toothbrush comes in the (soft/firm) bristle type, to allow the user to choose the type he/she preferred. The brush is safe even when fully immersed in water (waterproof). The handle of the hybrid toothbrush will be coated with a durable, scratch polypropylene plastic. Advanced Ultralon bristles that allow for a soft feel without sacrificing durability.

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The Hybrid Toothbrush

9.2 Specification
Specification Weight Dimensions (W x D x H) Battery Motor speed Description 150g 5 cm x 1 cm x 20 cm
2 AA 5 V (volts) Lithium Ion rechargeable battery 30,000 rotations per minute.(RPM)
Table 8

The two unique features that make the hybrid toothbrush different from all the existing toothbrushes is special place inside the body of the toothbrush designed to fit the toothpaste inside. The second feature is a water container attached to the back of the brush; it seems to be part of the body. See figures (9), (10) below:

Figure 9

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Figure 10

The 2 AA 5 V (volts) Lithium Ion rechargeable battery is shown in the figure (11) below:

Figure 11

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9.2 Sketches (see appendix 2):

Figure 12

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Figure 13

Figure 14

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9.3 Technology Used:

1. Suction technology: the suction technology are used in situations where not only ideal reliability is totally vital but also where the economical and ecological aspects of healthcare. This simple-to-use toothbrush features self-dispensing toothpaste storage with suction technology to simplify refills. (Asco, 2000-2011).

2. Motion technology: The motion is usually caused by an electric charge produced by a small battery in the toothbrush. This motion technology has been scientifically patented, and is the result of the work of several scientists and medical experts, who have designed the operational in the same manner as an ideal human dental brushing should be (no bad breath, 2011 ).

3. Electrical brushes: An electric toothbrush works by vibrating and oscillating. Some electric toothbrushes work by inductive charging, which is when two parts of a transformer inside the brush are brought together and a small magnetic field creates an electric current to charge the battery. Other electric toothbrushes are operated by disposable, replaceable or rechargeable batteries. The electronic compartments of the toothbrushes are sealed to prevent water from seeping in and damaging the product (ehow, 1999-2011).

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Price Identification:

According to materials and technologies used in the hybrid tooth brush and taking into consideration competing alternatives price, the price is estimated to be $ 19 RM 59.
The part Suction technology Water pressure technology Electrical motion technology The polypropylene plastic surface Batteries Ultralon bristles Assembling the parts Marketing the product The price $3 $2 $4 $3 $2 $2 $ 1.5 $ 1.5
Table 9

Price of the first competitor (Colgate Motion Toothbrush) is $ 10 Price of the second competitor (OHSO Travel Toothbrush) is $ 19.99

9.4 Future Enhancements:

Having more functions by putting tongue cleaner to the back of the bristles. Adding a dental floss to the bottom of the toothbrush. Include brush cover in the toothbrush itself.

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The Hybrid Toothbrush 10. MARKET IDENTIFICATION:

10.1 Target Market:
Time was always known to be treasure but now in todays progressive and industrial life the value of time is even more that it have ever been. Therefore developers are coming out with solutions for every product to save precious time to spend it for better purposes. Hybrid toothbrush designed to save time for everyone using it by being more comfortable and convenient than other alternatives in the market. Including unique features hybrid toothbrush targets customers having active and busy life as businessmen, travelers and people who look for comfort. The product is targeted for people of all ages, both young and old. There is no restriction on the gender since it is used for oral hygiene. The price of the product is such that it can be afforded by mainly the middle and upper class of people. It is also targeted for individuals who are aware of the importance of dental hygiene. It is also targeted for those who can afford the product, who like to practice proper dental hygiene and know the importance of it. There is no limitation for the geographic market segment. This product is for all types of people, irrespective of their nationality or origin, who can afford it. Behaviorally, the product is targeting those who use toothbrushes regularly. It is also targeting those who use Oral-B products, since they trust the brand. It is also meant for people willing to accept a new product in the market. Since the product will carry the name Oral-B, which is internationally recognized for its oral hygiene products, a large percentage of people are likely to accept the new product concept.

Age Gender Occupation Social class Income Selling countries

5 70 years old (from young kids to old people) Both male and female Top-managers, entrepreneurs, business people, celebrities, agents, students. Middle and Upper Around $500 per month and above Developing and developed countries
Table 10

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10.2 D.I.C.E ANALYSIS:
10.2.1 Opening: D.I.C.E analysis is used to predict whether the idea could be the next big thing in the business industry. This will help to ensure the feedback of the product. Guy Kawasaki talked about how important is this analysis for evaluating the product value to humans in his book Semper Social.

DEEP

The depth of the idea the hybrid toothbrush is its combination of many features, which lead a product to a better functionality, e.g. the toothbrush with the toothpaste and the water container all clarify how deep is the idea.

INTELLIGENT

Intelligence of an idea is measured by its design. hybrid toothbrush designed to be easy to use and comfortable, e.g. the polypropylene plastic surface which prevent from sliding , the cover of the toothpaste place that slide whenever needed to change the toothpaste

COMPLETE

It is complete as its not just a toothbrush; it is a device serving you to achieve perfect mouth hygiene. It comes with manual to guide the user, two different types of bristles, batteries and charger, it is complete

ELEGANT

Elegant is about assembling the ideas with sophisticated thinking e.g. the oval outside look; the material used to cover the battery and the other parts has special characteristics.

Figure 15

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The Hybrid Toothbrush

10.2.2 Evaluation:

According to the figure (12) of analysis above, deep; depth of a products feature, shows that the combination of the technologies used will lead to a better functionality. Intelligent; intelligent way is to solve problems, shows that the intelligent suction system can supply the toothpaste to the brushes easily and effectively by just pressing the button. Complete; a complete solution for a problem shows that the hybrid toothbrush can solve problem of busy and working people who needs to brush their teeth to keep hygiene throughout the day. Elegance; creative look, shows that the hybrid toothbrush has a modern look with different colors to suit all type of customers which gives the fresh feel.

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The Hybrid Toothbrush 11. IDEA EVALUATION:

11.1 Force field analysis (FFA):

11.1.1 Opening: This is a method used to get a whole view of all the forces for or against a plan so that a decision can be made which takes into account all interests. It is special technique of weighing pros and cons. (Tony proctor, 1999).

Forces FOR change Customers want innovative products Very convenient to use outside house Comfort and timesaving using the new product Environment friendliness due to usage of AA batteries. Reliable due to high quality.

Score

Change Proposal

Score

+3

-3

+4

-4

+3

-2

Forces AGAINST change Batteries need to be changed so its costly. High cost hybrid toothbrush because of using new technologies. Heavy weight due to materials used.

+3

The hybrid toothbrush

-3

+4

-1

Disposable to damage due to use of electronics. Hard to recycle.

Appropriate to use in different environments.

+3

-3

Small capacity

-3 +20 TOTAL: 20 -19= 1

Table 11

-19

Hard to clean it might discourage user.

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SUGGESTIONS FOR IMPROVEMENT MINIMIZING THE RESTRICTING FACTORS Restricting factor Minimizing service +Score under +2 of +2

1 2 3 5 6

Disposable to damage due to use of Provide after-sales electronics. warranty. Heavy weight due to materials used. Use modified rubber polypropylene plastic

instead

Hard to recycle. Hard to clean, might discourage user. Batteries need to be changed so its costly

After using rubber recycling would be +1 easier. Use curved design without edges to +1 make cleaning easier. Place fixed battery with recharging +2 through electricity.

MAXIMIZING THE SUPPORTING FACTORS Supporting factor 1 2 4 5 Customers want innovative products Very convenient to use outside house Maximizing +Score

Add new features listed in Future +2 enhancements. Design brush cover in the toothbrush +1 itself

Environment friendliness due to usage of Place fixed battery with recharging +2 AAA batteries. through heat of the drink inside. Appropriate to use in different environments. Change handle to removable to make it +1 even more potable.

Table 12

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Forces FOR change Customers want innovative products Very convenient to use outside house Comfort and timesaving using the new product Environment friendliness due to usage of AA batteries. Reliable due to high quality. Appropriate to use in different environments.

Score

Change Proposal

Score

+5

-1

+5

-4

+2

Forces AGAINST change Batteries need to be changed so its costly. High cost hybrid toothbrush because of using new technologies. Heavy weight due to materials used.

+5

The hybrid toothbrush

-1

+4

Disposable to damage due to use of electronics. Hard to recycle.

+4

-3

Small capacity

-2 +25

TOTAL: 25-11 = 14
Table 13

-11

Hard to clean it might discourage user.

11.1.2 Evaluation: The above table (13) shows the total value maximized has rise from +1 to +14 due to the minimizing and maximizing factors that provide various suggestions to improve the functions, sizes and colors of the hybrid toothbrush to attract customers attention.

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11.2 STICKING DOTS ANALYSIS:
11.2.1 Opening: Sticking dots is quick method for determining priorities by voting. This is not a deeply analytic method, but a short, sharp measure of the current thinking about the idea. It is a group method, based on opinions. However, it has many application possibilities in different areas and is useful for collection of opinions in early phases in idea selection process. (Idea evaluation, 2009)

Characteristic Functions Price Durability Quality Portability Power Saving

The hybrid toothbrush

OHSO

Colgate Motion

Table 14

Legend:
Poor

Excellent

Figure 15: Sticking dots

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The Hybrid Toothbrush

11.2.2 Evaluation: The above analysis shows that when compared to other products, the hybrid toothbrush is better in terms of its functions, durability, power saving and portability. Its price and quality are comparatively good. Overall, the hybrid toothbrush is better than the others. It will therefore sell well if introduced into the market.

11. CONCLUSION:

When Alexander the Great visited Diogenes and asked whether he could do anything for the famed teacher, Diogenes replied: Only stand out of my light. Perhaps someday we shall know how to heighten creativity. Until then, one of the best things we can do for creative men and women is to stand out of their light (John W. Gardner, 1912) In conclusion, the hybrid toothbrush is a modern day technology appliance. As it is product of a well known Company Oral-B brand which will lead to grab customers attention. Moreover, it is a multifunction product with many functions and these functions are designed to suit the needs of people in todays life. In addition, it has solved many problems like carrying different items used to clean teeth like brush, toothpaste and water container all together in one. This will affect in increasing the efficiency, convenience and hygiene. Comprehensive explanation on the various aspects of the product is elaborated in the proposal which uses different techniques. The techniques used have made the product up to the level of creativity and innovation since the latest technologies has been applied to develop it. At last but not the least, the hybrid toothbrush meets the objective which has been proposed throughout. However, this product is completely new in market because of its features, uniqueness and latest technologies are involved in making it valuable as it satisfies the Customer desire. From all this it can be proved that this product can beat the competitors market. And it will prove to be successful product while coping in the market for the next 5 years. The experience obtained while preparing this proposal is that people are not only born creative, but creativity also acquired through effort.

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The Hybrid Toothbrush 12. REFERENCES:

Printed Publication
1. C.Corbridgeyou79, C.C, (1994), Laddering: technique and tool use in knowledge acquisition, London UK, Academic Press Ltd. 2. CLEGG, B., & BIRCH, P., (2007), Instant Creativity Simple Techniques to Ignite Innovation and Problem Solving, London, Kogan Page Limited 3. HIGGINS JAMES M., 1994, 101 CREATIVE PROBLEM SOLVING TECHNIQUES, 400 North New York Avenue, Suite 215, Winter Park, Florida, USA, The New Management Publishing Company. 4. PROCTOR TONY, 1999, CREATIVEPROBLEM SOLVING FOR MANAGERS, 11 New Fetter Lane, London, Routledge. 5. Rather, A.R. (1998), Creativity: Its Recognition and Development, New Delhi: Syrup & Sons.

Online Publication
6. COLGATE PALMOLIVE, Colgate Motion [online], USA, Available from

http://www.colgate.com/app/ColgateMotion/US/ProductDetail.cvsp [Accessed 3rd June 2011]. 7. Enterprising Rural Families, (2004), Sticking Dots, [online], USA, Available from http://agecon.uwyo.edu/eruralfamilies/ERFLibrary/Tools/Choosing_Ideas.pdf [Accessed 20th June 2011].

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8. Intelligent life in the web, (2011), Market segmentation analysis, [online], available at: http://www.buzzle.com/articles/market-segmentation-analysis.html [Accessed 12th June 2011]. 9. OHSO, 2011, About OHSO, [ONLINE] available, at:

http://www.thisnext.com/tag/osho/ [Accessed 3rd June 11]. 10. Prof. Dr. Miroslav Rebernik, Barbara Bradac. (2009), Idea evaluation methods and techniques [online], available at:

http://www.creativetrainer.eu/fileadmin/template/download/module_idea_evaluation_fin al.pdf [Accessed 15th June 2011]. 2011. About

11. Procter

&

Gamble.

Oral-B,

[ONLINE]

Available

at: http://www.oralb.com/about/ [Accessed 3rd June 11].

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The Hybrid Toothbrush 13. APPENDIX 1:

About the company

Figure 1: Oral-B logo (Obtained from http://freevectorlogo.blogspot.com/2009/07/oral-b-logo.html) Oral-B was founded by Dr. Robert Hutson, a California periodontist, in 1950. He designed and patented the first Oral-B toothbrush. He also created the Oral-B brand name. Oral-B brand is a worldwide leader in the over $5 billion brushing market. It is part of the Procter & Gamble Company since 2006. Oral-B has offices in 50 countries in various regions of the world, including Africa, Asia Pacific, Europe, Latin America, Australia, New Zealand, Middle East and North America. Its headquarters are located in California, North America. Their products are sold in over 180 countries worldwide. The Oral-B brand is not limited to the manufacture of toothbrushes only; it includes manual and power toothbrushes for children and adults, oral irrigators, oral care centers and interdentally products, such as dental floss. Oral-B toothbrushes are used by more dentists than any other brand worldwide.

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The Hybrid Toothbrush 14. APPENDIX 2:

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