BKB0909007 - Karthik H J

Design Entrepreneurship
ASSIGNMENT
Centre Name: Department of Design
Course Name: M.Sc (Engg) in Strategic Product Design
Management
Name of the Student : Karthik H J
Student Registration No : BKB0000!
Modu"e #eader at MSRSAS :
Mr$Ja%akumar$M
FULL TIME 2009 BATCH
M. S. Ramaiah School of Advanced Studies
New BE Road! "nanagangothri Campus! MSR Nagar! Bangalore#$%& &$'
Tel: 23605539 / 23601983 / 2360 4759. Fax: 2360 1923
website: http:((www.msrsas.org
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M.S Ramaiah School of Advanced Studies Postgraduate Engineering and Management Programme (PEMP)
Declaa!"#$ %&ee!
Student Name Karthik !
Reg. No "K"#$#$##%
&ourse Msc SP'M "atch ()#$
Module &ode S'M*#+
Module )itle 'esign Entre,reneurshi,
Module Start 'ate #$-#.-/# Su0mission 'ate #1-#$-/#
Module 2eader Mr.!a3akumar.M
%'()"**"#$ Aa$+e)e$!*
)his assignment must 0e su0mitted to Academic Records 4ffice (AR4) 03 the su0mission date 0efore /%5#
hours for 0oth (ull-)ime and Part-)ime students.
Ex!e$*"#$ e,'e*!*
E6tensions can onl3 0e granted 03 the ead of the 'e,artment 7 &ourse Manager. E6tensions granted 03 an3
other ,erson 8ill not 0e acce,ted and hence the assignment 8ill incur a ,enalt3. A co,3 of the e6tension
a,,roval must 0e attached to the assignment su0mitted.
La!e *'()"**"#$ -e$al!"e*
9nless 3ou have su0mitted ,roof of Mitigating &ircumstances or have 0een granted an e6tension: the ,enalties
for a late su0mission of an assignment shall 0e as follo8s;
9, to one 8eek late; Penalt3 of one grade (* marks)
4ne-)8o 8eeks late; Penalt3 of t8o grades (/# marks)
More than )8o 8eeks late; (ail - #< recorded ((=)
All late assignments must 0e su0mitted to Academic Records 4ffice (AR4). >t is 3our res,onsi0ilit3 to ensure
that the recei,t of a late assignment is recorded in the AR4. >f an e6tension 8as agreed: the authori?ation
should 0e su0mitted to AR4 during the su0mission of assignment.
)o ensure assignments are 8ritten concisel3: the length should 0e restricted a limit indicated in the
assignment @uestions. Each ,artici,ant is re@uired to retain a co,3 of the assignment in his or her record in
case of an3 loss.
Declaa!"#$
The assignment submitted herewith is a result of my own investigations and that I have conformed to the
guidelines against plagiarism as laid out in the PEMP Student Handbook. ll sections of the te!t and results"
which have been obtained from other sources" are fully referenced. I understand that cheating and plagiarism
constitute a breach of #niversity regulations and will be dealt with accordingly.
%"+$a!'e #.
Dele+a!e
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%"+$a!'e #.
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C#'*e Ma$a+e
$esign Entrepreneurship
ii
M. %. 0a)a"a& %c&##l #. A23a$ce2 %!'2"e*
-#*!+a2'a!e E$+"$ee"$+ a$2 Ma$a+e)e$! -#+a))e4 C#3e$!5 U$"3e*"!5 6U78
A**e**)e$! %&ee!
'e,artment 'e,artment of 'esign
&ourse Msc SP'M "atch (ull-)ime =##$
Module &ode S'M*#+ Module )itle 'esign Entre,reneurshi,
Module 2eader Mr.!a3akumar.M
Module &om,letion
'ate
1-#$-/#
Student Name Karthik ! >' Num0er "K"#$#$##%
Attendance 'etails )heor3 2a0orator3 (ine Paid
(if an3 for shortage of attendance)
Remarks
9"!!e$ Exa)"$a!"#$ : Ma;* : %&ee! 6A**e**# !# F"ll8
<. =# a ( c 2 T#!al 0e)a;*
1
2
3
4
5
6
Ma;* %c#e2 .# 100 Ma;* %c#e2 #'! #. 50
0e*'l! -A%% FAIL
A**"+$)e$! : Ma;*4%&ee! 6A**e**# !# F"ll8
-a! a ( c 2 T#!al 0e)a;*
A
B
C
Ma;* %c#e2 .# 100 Ma;* %c#e2 #'! #. 50
0e*'l! -A%% FAIL
PMAR- form com,leted for student feed0ack (Assessor has to mark) Aes No
13eall40e*'l!
&om,onents Assessor Revie8er
Britten E6amination (Ma6 *#) Pass 7 (ail
Assignment (Ma6 *#) Pass 7 (ail
)otal Marks (Ma6 /##) ("efore 2ate Penalt3) Crade
)otal Marks (Ma6 /##) (After 2ate Penalt3) Crade
>MP4R)AN)
/. )he assignment and e6amination marks have to 0e rounded off to the nearest integer and entered in the res,ective fields
=. A minimum of 1#< re@uired for a ,ass in 0oth assignment and 8ritten test individuall3
5. A student cannot fail on a,,lication of late ,enalt3 (i.e. on a,,lication of late ,enalt3 if the marks are 0elo8 1#: ca, at 1# marks)
Signature of Revie8er 8ith date Signature of Module 2eader 8ith date
iii
A(*!ac!
Need is a re@uirement or a lack of something 8anted or necessit3 of something arising
from the circumstances of a situation. >dentification of need should normall3 involve an
anal3sis to ensure that there are no 0etter alternate solutions. Part A and " of the assignments
,oints out the need identification techni@ue.
)he ,rimar3 aim of this module is to get e6,osure to need identification techni@ues
and the research ,rotocols needed to follo8 8hile research. )he module served the need of
arriving at the need from the consumerDs 0ehaviour and ,erce,tion.
A ,art of the assignment consists of the de0ate on advantages and disadvantages of
using @ualitative research methods and reasons of the ne8 ,roduct failure in the market.
" ,art consists of need identification on the area safet3 of the kids in ,ark.
And & ,art consists of conce,ts generation for the identified needs.
Ta(le #. C#$!e$!*
A0stract.......................................................................................................................................i
)a0le of &ontents.......................................................................................................................ii
2ist of (igures...........................................................................................................................iv
&AP)ER /.............................................................................................................................../
1. Introduction:................................................................................................... 1
1.1 Pros and cons of various research methods.................................................1
1.1.1 Ethnograph....................................................................................... 1
1.1.! "ocus group............................................................................................ !
1.1.! Participator research......................................................................... #
1.! $ew product fai%ure in mar&et......................................................................#
1.# 'onc%usion.................................................................................................... (
&AP)ER =...............................................................................................................................+
!. Introduction.................................................................................................... )
!.1 Motivations and reasons to choose the area of research..............................)
!.! *easons to choose the topic.........................................................................+
!.# *eframing the design prob%em.....................................................................+
!., -athering information.................................................................................. .
!.( *esearch methodo%og used......................................................................../
!.) $eeds identi0ed.......................................................................................... 1!
&AP)ER 5............................................................................................................................./1
#.1 'oncepts for the identi0ed needs...............................................................1,
#.1.! 1rand p%an............................................................................................ 1+
#.1.!.1 E2ecutive summar........................................................................... 1+
#.1.!.! Situation ana%sis.............................................................................. 1+
#.1.!.# Mar&et trends.................................................................................... 1.
#.1.!., 1rand -oa%s and 3b4ectives..............................................................1.
#.!.! 1rand strateg...................................................................................... 1/
#.!.!.1 1rand vision statement.....................................................................1/
#.!.!.! 1rand mission statement..................................................................1/
#.!.!., 1rand promise................................................................................... !5
#.!.# 1rand tactics........................................................................................ !5
#.!.#.1 1rand Essence................................................................................... !5
#.!.#.! Media recommendations: Integrated mar&eting communications.....!5
#.!., 1rand Imp%ementation..........................................................................!1
#.!.( 'onc%usion............................................................................................ !!
#.! 'oncept mode%........................................................................................... !#
&AP)ER 1.............................................................................................................................=+
,.1 'omments on 6earning 3utcome:..............................................................!)
,.! Summar7'onc%usion.................................................................................. !)
RE(EREN&ES.........................................................................................................................=%
">">2>4CRAPA...................................................................................................................=.
APPEN'>E A.......................................................................................................................=$
iii
L"*! #. F"+'e*
"igure 1.1 8ersa 1...................................................................................................................1
"igure !.1 P%a ground 1.......................................................................................................+
"igure !.! "ocus group 1...................................................................................................../=
"igure #.1 Saw dust accumu%ation 1................................................................................/%
"igure #.! 1rand %ogo 1.......................................................................................................=#
"igure #.# 'oncept 9 1 1...................................................................................................=5
"igure #., concept:! 1......................................................................................................=1
"igure #.( 'oncept:# 1......................................................................................................=*
"igure #.) 'oncept product %eve% 1................................................................................=*
iv
CHA-TE0 1
1. I$!#2'c!"#$:
An entre,reneur is a ,erson 8ho has ,ossession of ne8 enter,rise venture or idea and
assumes significant accounta0ilit3 for the inherent risks and the outcome. >N this com,etitive
8orld entre,reneurshi, descri0es the a0ilit3 to recogni?e or create an o,,ortunit3 and take
action aimed at reali?ing the innovative kno8ledge ,ractice or ,roduct. (or ever3
entre,reneur he7she should re@uire kno8ledge skills and e6,erience to run a successful
0usiness. Entre,reneur chooses a level of ,ersonal: ,rofessional or financial risk to ,urse
o,,ortunit3.
.
1.1 E$!e/e$e'*&"/ a$2 e2'ca!"#$
>n this ,resent scenario it is differing that 8hether higher education is reall3 necessar3
or not to 0ecome a entre,reneur: 8hen coming to >ndian education 8e can see lot of
degree of college and universities 8hich are ,roviding educations. All these degree or
universit3 is not giving 8ell career for the students the3 Fust giving education
certificate. )his degree is not a guarantee one for the students: 5*< of >ndian
,o,ulation is still illiterate: and onl3 /*< of >ndian students reach high school and Fust
%< are graduates. Even though >ndia is standing in 5
rd
,lace in higher education some
students go for a0road for their higher education.
>n >ndia man3 of the graduates are still in Fo0less condition. >f these Fo0less graduates
tr3 to esta0lish their o8n firm then for sure countr3Ds econom3 can 0e raised. "ut no0od3
8ants to take risk in lifeG some ,eo,le 8ill do and 8ill 0ecome successful entre,reneur.
igher education for an entre,reneur is must and should. Bith education entre,reneur can
tend to identif3 a market o,,ortunities and e6,loit it 03 organi?ing their resources effectivel3
an outcome that changes e6isting interactions.
1.2.1 I2e$!"."ca!"#$ -&a*e:
>dentification is the first stage of decision making ,rocess. )his identification ,hase
involves in identif3ing o,,ortunities in the market: ,ro0lems 8ith in the organisation and
crises are organi?ed if there is and evoke decision activit3. "3 these issues organisation can
0e in 8rong ,lace in the market. )hese issues are easil3 identified 03 designers as the3 have
0etter insights on market. Even designers can give 0etter ideas and the3 can anal3?e the
,ro0lem and has ca,acit3 to solve. So it ver3 necessar3 that designer should 0e an essential
,art in an organisation.
An informal list of *## &E4Ds 8ho dro,,ed out of high school or universit3 and 8ent
to 0ecome self made 0illionaire: include the follo8ing entre,reneurs
2arr3 ,age (>##+le)
Michael 'ell (Dell)
Steve !o0s (A//le)
Richard "ranson (?"+"$)
!err3 Aang (@a&##)
"ill Cates (M"c#*#.!)
Ral,h 2auren (0al/& La'e$)
"ill Cates 8as a student in arvard. 2arr3 Page and !err3 Aang 0oth attended the
Stanford 0ut discontinued. Steve Fo0s onl3 com,leted one semester at reed college: Portland.
Ral,h 2auren 8ent to little kno8n "aruch &ollege in Ne8 Aork 0ut left after = 3ears.
Michael 'ell left the 9niversit3 of )e6as at /$.
"ecoming an entre,reneur means more than Fust getting an idea and finding the
financing to do it. Running a 0usiness on 3our o8n re@uires skill and kno8ledge. )he
@uestion is 8hat skill and kno8ledgeH 'o 3ou reall3 need a degreeH Stories a0ound a0out
entre,reneurs 8ho have set u, and run a 0usiness 8ithout a college degree. Some 8ithout
finishing their high school. Are the3 the e6ce,tion of is 0eing an entre,reneur an art that 3ou
either have or donDt haveH
Bhile there is no definite ans8ers to these @uestions enough educational ,rogrammer
e6ists to indicate that a considera0le num0er of ,eo,le 0elieve that esta0lishing a success
0usiness re@uires a learna0le set of skills and kno8ledge even creativit3 can 0e nurtured.
E6,erience is an im,ortant role to 0ecome a successful entre,reneur. Man3 entre,reneurs can
0e seen 8ith their higher education. Bhen he ,ro,osed the 0usiness idea in front of his famil3
%
1.2.20e/e*e$!a!"#$:
Re,resentation is the second stage in decision making ,rocess: as this stage address
the ,ro0lem and o,,ortunit3 that has identified. >n this stage designer involve making:
information 8ill 0e collected relevant to o,,ortunities: ,ro0lems and crises is collected and
,ro0lems are clearl3 identified. )hese re,resentations are made clearl3 to understand the
,ro0lems and o,,ortunities to higher strategic a,e6 as 8ell as the other higher ,eo,les of the
organisation. 'esigners has ca,a0ilit3 to re,resent these issues in their o8n 8a3 8hich can 0e
understood 03 each and ever3 one: so it is necessar3 of designers 0eing in the ,art of =
nd
stage
also.
1.2.3-la$$"$+ a$2 De*"+$:
)he ,lanning and designing is the third stage in decision making ,rocess. )his stage
considered as the most com,licated ,hase in decision making ,rocess com,are to other
,hases. )his ,hase is the most time consuming stage. )his stage involves in essential things
such as goals: values and constraints are 0eing set at this ,hase. 'esigner is ver3 clear a0out
attri0utes and 0enefits of the ,roduct so that he can meet the e6,ectations need. Planning is
done ho8 to ,roceed in the market. >n this stage designers 8ill contri0ute more. "3 this is
easil3 understand that designer is must in the designing and ,lanning activities as here setting
the goals values etc are done at these ,hase.
1.2.4%elec!"#$:
)his is the 1
th
stage in decision making ,rocess. )his selection ,hase is the stage in
8hich organisation takes decision on ho8 to set out and 8here to go in the market. )his
,hase ,la3s a ver3 im,ortant role in the decision making ,rocess and at 8hich some decisive
decision are taken. 'ecisions should 0e taken ver3 carefull3 as it can make organisation ,rofit
or it should not affect ver3 0adl3. 'esigners have the a0ilit3 to take right decision and can
give good Fudgments 0ased on their e6,erience. )he3 can also ,rovide good ideas. So it is
necessar3 for designer in this ,hase also.
1.2.5E3al'a!"#$:
)his is the 1
th
stage of decision making ,rocess. Evaluating the ,lanning activities and
status of im,lemented strategic ,lan is ver3 im,ortant in this ,hase. ere anal3sis is done on
the decision taken 03 the ,eo,le 8hether it is correct or not. >t also hel,s to understand the
&
,ositive and negative im,acts on the decision taken. An alternative is chosen either through a
,rocess of anal3sis and Fudgment or a ,rocess of 0argaining among decision makers.
'esigners can evaluate the ,lan effortlessl3. As designers have the kno8ledge of these things:
he can anal3?e the ,revious decision taken and has the a0ilit3 to advocate for good
im,rovements.
1.3C#$cl'*"#$
(rom the a0ove statement it is clearl3 understood that designers ,la3s ver3 im,ortant
role in each and ever3 stages of the decision making ,rocess. A designer is a ,erson 8hose
8ork uses a design ,rocess. So designers should 0e considered as a ,art of strategic decision
making ,rocess.
'
CHA-TE0 2
2. I$!#2'c!"#$
Reliance >ndustries 2imited is indiaDs largest ,rivate sector conglomerate com,an3.
Reliance 8as founded 03 the >ndian industrialist 'hiru0hai Am0ani in /$++. Am0ani has
0een a ,ioneer in introducing financial instruments like full3 converti0le de0entures to the
>ndian stock market. Am0ani 8as one of the first entre,reneur to dra8 retail investors to the
stock markets. After severe differences 0et8een the founderDs t8o sons: Mukesh Am0ani and
Anil Am0ani the grou, 8as divided 0et8een them in =##+. >n =##. Reliance industries 8as
the onl3 >ndian firm featured in the (or0esDs list of BorldDs /## most res,ected com,an3.
2.10el"a$ce I$2'*!"e* L")"!e2:
Reliance is one of the 0rand com,anies throughout the glo0e. Annual turnover of 9S
I11.+0illion and ,rofit of 9S I5.+0illion for the fiscal 3ear ending. >t is 0eing ranked at =+1
th
,osition in the (ortune glo0al *## and at the /=+
th
,osition in the (or0es glo0al =### list.
Reliance Products are
Reliance Mo0iles
Reliance &ommunications
Reliance Retail and Mone3
Reliance !e8elr3
Reliance "road0and
Reliance "ig (m Radio Net8ork
Reliance Petroleum
Reliance (resh (ood
Reliance (oot Bears
Reliance &osmetics
(
Reliance 8ooden to3s
Reliance ') service
M"**"#$ %!a!e)e$! #. 0el"a$ce I$2'*!"e*:
JCro8th has no limit at Reliance. > kee, revising m3 vision. 4nl3 8hen 3ou can dream it:
3ou can do itK
0el"a$ce B"+ T?
Reliance "ig )v is a ') satellite television ,rovider in >ndia 0ased in Navi Mum0ai: using
MPEC-1 digital com,ression technolog3: transmitting using MEASA)-5 at $/.* east. "ig
)L is the *
th
') service launched in >ndia. "ig )L started o,erations from /$
th
August =##.
8ith the slogan J)L o )ho ">C oK (J>f 3ou have )v: make it ">CK).
Reliance "ig )L currentl3 offers close to =## channels and man3 interactive ones: 5=
cinema halls i.e. ,a3 ,er vie8 cinema channels as 8ell as radio channels. )he com,an3 is in
the ,lan to increase the num0er of channels in the near future of 1## and 0egin high
definition 0roadcast. Reliance "ig )L is the first ,an->ndia ') service ,rovider that uses
MPEC-1 for 0roadcasting. Reliance "ig )LDs retailer net8ork is s,read across /##:###
outlets in +:*## to8ns in >ndia. )he availa0le o,,ortunit3 toda3 is huge considering the fact
that >ndia has an e6isting ,o,ulation of ==* million )L households out of 8hich /5# million
are &MS households and /+.* Million are ') households. Bhen Reliance ">C )L 8as
launched: the overall ') ,enetration 8as Fust a0out 1 million households.
)he ,re-launch surve3s sho8ed that the 0iggest stum0ling 0lock in the gro8th of ') 8as
the accessi0ilit3 to the ,roduct cou,led 8ith the fact that the e6isting ,la3ers 8ere charging
an38here 0et8een Rs. 5:### to Rs. 1:### ,er connection. Even at that ,rice the @ualit3 of
,roduct 0eing given to su0scri0ers 8as not u, to the mark: 0ut reliance it came to ,ricing
,ackaging: their introductor3 offer stood at Rs. /:1$#7- 8ith 5 to + months of free
su0scri,tion. )he3 also introduced 5= Pa3-Per-Lie8 Movie &hannels: the highest 03 an3
') ,la3er. Not Fust that: 8hile other ,la3ers made su0scri0ers ,a3 for each movie: Reliance
">C )L introduced the uni@ue conce,t of Su0scri0er-Lideo-4n-'emand (SL4') under
8hich the su0scri0er ,aid a monthl3 su0scri,tion of Rs. *#7- to get a =1 6 % access to the =/
PPL channels sho8ing indi and Regional (ilms
)
)he main com,etitors for Reliance "ig )L are
'ish )L
)ata Sk3
Sun 'irect
Airtel 'igital )L
Lideocon '=
C#)/e!"!# A$al5*"*:
)he maFor com,etitors for Reliance 0ig )L are 'ish )L: )ata Sk3: Sun 'irect: Airtel
'igital )L and Lideocon '=. SB4) anal3sis has 0een conducted to understand the
strengths: 8eakness: o,,ortunities and threats for reliance as 8ell as for the com,etitors. As a
,art of com,etitive anal3sis SB4) anal3sis com,arison has 0een done 8ith the com,etitors.
C#)/e!"!"3e a$al5*"*:
D"*& T?
'ish )L is the first ,rivate ') satellite television ,rovider in >ndia: using MPEC-
= digital com,ression technolog3: transmitting using NSS Satellite at $*.#.
'ish )L is a division of Nee Net8ork Enter,rise (Essel Crou, Lenture).
ECL has national and glo0al ,resence 8ith 0usiness interests in media ,rogramming:
0roadcasting M distri0ution: s,ecialt3 ,ackaging and entertainment.
Ta!a %;5
)ata Sk3 is a ') satellite television ,rovider in >ndia: using MPEC-= digital
com,ression technolog3: transmitting using >NSA) 1A at .5.#O.
)ata Sk3 is a !L 0et8een the )A)A Crou, and S)AR.
)he )A)A Crou, is one of >ndiaPs largest and most res,ected 0usiness conglomerates.
>t com,rises $5 o,erating com,anies in seven 0usiness sectors and diversified grou,;
*
information s3stems and communications: engineering: materials: services: energ3:
consumer ,roducts and chemicals.
)ata Sk3 8as selected as a S9PER "RAN' for the 3ear =##$-=#/# 03 an
inde,endent and voluntar3 council of e6,erts kno8n as Su,er 0rands &ouncil. >t is the
onl3 >ndian ') to have 8on this distinction.
%'$ D"ec!
Sun 'irect is a ') satellite television ,rovider in >ndia: using MPEC-1 digital
com,ression technolog3: transmitting using >NSA) 1" at $5.*OE.
>t is the countr3Ps first MPEC 1 technolog3 ') service ,rovider.
Sun 'irect uses the latest MPEC-1 0ased technolog3 to increase 0roadcast ca,acit3.
Sun 'irect ,rovide ne6t-generation services in fast-gro8ing and emerging markets
@uickl3 and efficientl3.
A"!el D"+"!al T?
Airtel 'igital )L is a ') ('irect to ome) service from "harti Airtel. >t uses
MPEC-1 digital com,ression 8ith 'L"-S= technolog3: transmitting using >NSA)
1&R %1OE
Airtel digital )L is no8 amongst the fastest gro8ing ') 0rands in the countr3 and
is availa0le across *###Q to8ns in >ndia.
>t has also 0een ranked as the 0est ') service 03 J2iving 'igitalK maga?ine.
+
CHA-TE0 3
3.1 C#$ce/!* .# !&e "2e$!"."e2 $ee2*
C#$ce/! 1
)he follo8ing are features of the conce,t
%e/aa!e /la5"$+ *ec!"#$* .# ;"2* a* /e !&e a+e +#'/
"3 the im,lementation of this s3stem the entr3 of the different age grou,s to the
ina,,ro,riate ,la3 area can 0e eliminated. )he damages due to the ina,,ro,riate age usage of
,la3ing e@ui,ments can also 0e controlled (the .all &e"+&! a$2 Ae"+&! ca/ac"!5 of the
different age grou,s are not similar).
)he ,la3ing e@ui,ments are divided into sections e.g.: the entire see-sa8 8ill 0e one
section. So the kid can move to the other to3 after finishing one: the c3cle ha,,ens here.
F"*! a"2 /#"$! $ea(5 !&e /la5+#'$2
2aunching of first aid ,oint in ,ark 8ill serve the medical need as 8ell as the 0usiness
for the ,ark. "ecause the ,u0lic 8ill start thinking a0out the safet3 features im,lemented in
the ,ark and also the3 8ill suggest the others: this ma3 guide to the develo,ment of the ,ark.
)he ,a3ment of the first aid ,rofessionals 8ill 0e through the ,ark (the first aid ,oint can also
0e a unit of a os,ital).
%ec'"!5 c&ec; e$a(le2 )a"$ +a!e
)he entr3 for the visitors 8ill 0e onl3 after the securit3 check
Ale!e2 *ec'"!5 +'a2* .# eac& /la5+#'$2
Pro,erl3 trained securit3 ,rofessionals 8ill 0e em,lo3ed in the ,la3grounds in this
s3stem. )he securit3 guards 8ill 0e ,ro,erl3 trained for the ,ark onl3.
Entr3 for ,arents and guardians
,
)he entr3 into the ,la3 area 8ill 0e restricted for ,arents or guardians. )his is to reduce the
cro8d and to eliminate mis0ehave inside the ,ark 03 the strangers.
%'/e3"*"#$ (5 !&e /ae$!*
)he ,ro,er and the correct su,ervisor for the kid 8ill 0e their ,arents. And the kids too like
this. )his is identified 03 the o0servation in several ,arks.
Maintenance and ins,ection of the e@ui,ments 8ill 0e done t8ice in a 8eek.
Bith the conce,t a ne8 s3stem can 0e launched 8ith a,,ro,riate age usage of
e@ui,ments: medical assistance: and elimination of cro8ding.
C#$ce/!42
(eatures of the s3stem
)icket7token 8ill 0e issued from the main entrance. ere the ,la3ground is divides to
5 levels-
Soft ,la3
Medium
Adventurous ,la3
)he entr3 8ill 0e as ,er the age grou,. (ull freedom has 0een given in each levels 0ecause
the accidents occurring mostl3 on the )##2 2"3e*"#$. Securit3 guards 8ill 0e ,laced for the
safeguarding ,ur,ose. )he su,ervision and caretaking of the kids 8ill 0e at ,arentDs risk.
Most of the kids like to 0e 8ith their ,arents 8hile ,la3ing.
Sign0oards 8ill 0e ,laced near ever3 ,la3ing e@ui,ment. >t 8ill consist of Maintenance chart:
'*a+e #. !&e e,'"/)e$!B *a.e!5 /#"$!* !# (e c#$*"2ee2. "3 this the ,arents can take care
a0out their kidDs safet3. And also announcement ,oints ,lanted in case of an3 emergenc3.
Pro,er Resting facilities near to the each ,la3 area (for the ,arents having infants).
An offer is introduced in this s3stemG a card is introduced for the dail3 visitors 8hich 8ill
have / month validit3. )he ,arents can use the card in hos,itals (norms) in case of emergenc3
for the kids. )his can increase the visitors count and the 0rand image of the ,ark.
-.
Advantages of the s3stem
Pro,er sign 0oards for the ,la3ing e@ui,ments
Securit3 guards can concentrate on their o8n 8ork (,resentl3 the cleaning of the
e@ui,ments and su,ervising childrenDs are done 03 guards)
)he introduction of the level increases the childDs fun and less mood diversion.
>ncrease in the comforta0ilit3 level of the ,arents: (as most of the ,arents feel
uncomforta0le along 8ith the kids in the ,la3 area for 8hole ,la3ing time: the cases is
like 8hen the3 have a infant 8ith them)
C#$ce/!43
(eatures of the s3stem
&am,aign7a8areness ,rogram a0out the im,ortance of safet3 in the ,ark. )his 8ill
reach each and ever3 individual through ,rint ads cam,aign: SMS: school cam,aign:etc.
A8areness a0out a need is the ,rimar3 ste, to fulfil that.
A23a$!a+e* .#) !&"* *5*!e)
A8areness a0out the safet3 needs can im,rove the safet3
S,reading the 8ords to the ,u0lic
-#2'c! le3el c#$ce/!
)he ,revailing fall surfacing mediums in the ,ark are neither shock a0sor0ing or have
@ualit3. Most of the ,arks are not concentrating on this factor 0ecause of the high cost or high
investment need to 0e de,osit on the fall surfacing ,roducts. A shock a0sor0ing fall surfacing
can 0e given on the ,la3ground 03 using the natural ,roducts like coconut fi0er and teak
8ood sa8 dust. )he sa8 dust can 0e made as a cake 8ithout losing its softness 03 sa8 dust
,ress. )he same 8a3 the coconut fi0er also can 0e made to a la3er 03 ,ressing (as seen in
some t3,es of 0eds: the coconut fi0er 8ill 0e filled in the 0ottom la3er).
--
"3 kee,ing a tar,aulin (for termite resistant) sheet at the 0ottom: coconut fi0er la3er
on the center and the 8ood sa8 cake (la3er) on the to,: a effective fall surfacing 0ed can 0e
introduced. )his ,roduct 8ill 0e ver3 cost effective com,ared to the other mediums.
F"+'e 3.1 %aA 2'*! acc')'la!"#$ 1
)he sa8 dusts are not at all effectivel3 using in the industries. >n most of the sa8ing
industries: the3 ke,t these as a 8aste material. And as for as coconut fi0er is considered: the
husk manufacturing units are at closing stage.
3.1.2 Ba$2 /la$
)he 0rand ,lan is the 8a3 the com,an3 8ants the consumer to feel or sense a0out
their com,an3 and ,roducts.
3.1.2.1 Exec'!"3e *'))a5
I$+e$"#'* *#l'!"#$* is a firm 8hich gives strategic solutions7s3stem level solutions
for 0usiness sectors. As this is a ne8 firm and it is ne8 to the market: several 0rand tactics
re@uired to im,lement for the 0ooming of the 0rand. )he tactics includes
Ne8 0rand launching
Ne8 advertising strategies 8ith u,holding the 0rand name.
3.1.2.2 %"!'a!"#$ a$al5*"*
)he situational anal3sis is a collection of data included in the 0rand ,lan to give an
overvie8 of ho8 the market: the 0rand: the com,etitors and the target markets are doing.
&orrect visuali?ation and im,lementation of a 0rand ,lan 8ill 0e im,ortant for the
success and flourishing of an organi?ation7service sector. )his 0rand offers designs safet3
-%
solutions for the ,arks7,la3grounds. )heir main target market 8ill 0e the ,arks and other
recreational facilities (amusement ,ark: 8ater theme ,ark: etc).
As such there are not much com,etitors for the 0rand.
Ex!e$al a$al5*"*
Park is one of the maFor refreshing areas: for kids that 8ill 0e fun: enFo3ment localit3.
Pla3 recogni?ed as the ,rimar3 mechanism 03 8hich children learn a0out themselves:
their environment and their ,laces in the 8orld R/S.
Most of the visitors take their kids to the ,ark 0ecause this is one of the chea,est and
0est mean of enFo3ment for them.
Most of the ,arents7guardians 8orried a0out their kids safet3 in ,ark
>f a ,ark 8hich im,lements ne8 safet3 s3stems: the ,arents feel comforta0le to visit
the ,ark.
I$!e$al a$al5*"*
"rand image and the o,inion of the 0rand: ,erceived 03 the consumer.
(inancial and human resources ca,acit3 of the firm
3.1.2.3 Ma;e! !e$2*
Most of the ,arks 8hich are located in flats are satisfied 03 the safet3 needs. )his is
mainl3 0ecause these ,arks 8ill have onl3 less s,ace and the cost is less. And most of the
,ark management is not concentrating on safet3 needs.
)he ,ark safet3 s3stems im,lemented in the countries like 9SA: 9K are at a higher
level. )he fast gro8th of the technolog3 is one of the main reasons for this. )he same s3stem
cannot 0e im,lemented in >ndian ,arks 0ecause the s3stem 8ill fail due to man3 reasons
(securit3 guards ma3 not a0le to follo8 the s3stem).
As there are man3 ,arks in each and ever3 nuke and corner: the consumer rate 8ill 0e
high for the organi?ation. (or the sta0ilit3 of each ,ark some ne8 im,rovement needs to 0e
-&
introduced it can 0e in the form of im,lementing a ne8 s3stem. So the field is having so
much gro8th ,otential.
3.1.2.4 Ba$2 >#al* a$2 1(Cec!"3e*
Coal is 8hat the com,an3 8ant their 0rand launched to achieveG the o0Fectives
defines ho8 the3Dll achieve their goal.
>#al
J)o 0e recogni?ed as a consumer satisf3ing firm 03 giving outstanding strategic solutionsK
1(Cec!"3e*
>ntroducing ne8 strategic solutions in market
Promote the 0rand
"e sta0le in the market 03 fulfilling consumer re@uirements 0e3ond their e6,ectation
Make ma6imum satisfied users in / 3ear s,an: this 8ill form a distinct 0rand image
and 8ill lead the 8a3 to the achievement of goal.
3.2.2 Ba$2 *!a!e+5
>t is a ,lan for the s3stematic develo,ment of a 0rand: to ena0le it to meet its decided
o0Fectives. )he strateg3 should 0e set in the 0randPs vision and determined 03 the ,rinci,les
of differentiation and continued consumer a,,eal R+S.
3.2.2.1 Ba$2 3"*"#$ *!a!e)e$!
J"e the foremost consumer satisf3ing firm around the glo0eK
3.2.2.2 Ba$2 )"**"#$ *!a!e)e$!
J>dentif3ing the ,otential consumers and encouraging their gro8th 03 de,ositing our total
effortK
3.2.2.3 Ba$2 $a)e
>ngenious Solutions
-'
I$+e$"#'* means creative: clever: imaginative: com,an3 selected the name 0ecause of
,hrase and the meaning. )he solutions or designs 8hich the com,an3 suggests 8ill 0e
innovative and creative.

F"+'e 3.2 Ba$2 l#+# 1
>n the logo: (l'e c#l#' something related to sincerit3: technolog3 and comfort.
Bhite denotes the 0rand is standing for ,erfection: clarit3 and the safet3.
And 0ase has given 0lack 0ecause: itDs strong and modernism of com,anies character in its
solutions.
Arro8s in round sho8s the concern to8ards safet3 or safet3 inside the designs. Safet3 is
sho8n 03 using s8imming tu0e.
Ta+l"$e
JRenovation to realit3K
3.2.2.4 Ba$2 /#)"*e
JAou can hire the 0est solutions from us: no8here elseT.K
3.2.3 Ba$2 !ac!"c*
Ta+e! )a;e!
)he consumers 8ho desires to feel a ne8 8orld around them 03 u,lifting safet3 needs
-(
3.2.3.1 Ba$2 E**e$ce
JReviving the dreamsK
3.2.3.2 Me2"a ec#))e$2a!"#$*: I$!e+a!e2 )a;e!"$+ c#))'$"ca!"#$*
Advertising is an3 re8arded form of non-,ersonal a,,earance and ,romotion of ideas:
0rands: goods and services 03 a recogni?ed s,onsor.
)he advertisements can 0e done through Medias such as
4utdoor (0ill0oards)
)elevision
Maga?ines
Ne8s ,a,ers
"rochures:etc
2aunching of the I$+e$"#'* *#l'!"#$* 8e0site 8ill 0e one of the most advertisement can 0e
done. A c#)/le!e /#!.#l"# can 0e ,osted in the site this 8ill hel,s to increase the num0er of
clients.
(re@uent Ne8 idea launch can 0e a C'*! $#!"cea(le 2"..ee$ce from the other firms to the
consumers.
Flex ("ll(#a2* on the s3stem im,lemented sites can increase the ,otential
consumers.
B'*"$e** -#)#!"#$*
E3e$!*
Ad sho8s on the venue of 0usiness meeting
)aking ,art in the trade sho8s
Ads in the 0usiness maga?ines can 0e given 8eekl3.
-)
3.2.4 Ba$2 I)/le)e$!a!"#$
La'$c&"$+ Ae(*"!e
Res,onsi0ilit3 >) de,t
"udget /*:###7-
&om,letion date = months after the com,an3 launch
Me2"a a23e!"*"$+
Res,onsi0ilit3 R de,t
"udget 5*:###7- (channel)
&om,letion ,eriod / month 0efore com,an3 launch
-"$! a2*
Res,onsi0ilit3 R de,t
"udget =#:###7- (0usiness maga?ines: 0rochures: ne8s ,a,ers)
&om,letion ,eriod / month 0efore com,an3 launch
B'*"$e** /#)#!"#$*
Res,onsi0ilit3 Marketing head
"udget de,ending u,on the trade sho8s and other e6,enses
&om,letion ,eriod + months after com,an3 launch
3.2.5 C#$cl'*"#$
Bith the im,lementation of the 0rand tactics the 0rand ,lan is created.
-*
3.2 C#$ce/! )#2el
&once,t /
F"+'e 3.3 C#$ce/! : 1
-+
&once,t-=
F"+'e 3.4 c#$ce/!42
&once,t-5
-,
F"+'e 3.5 C#$ce/!43
Product level conce,t
F"+'e 3.6 C#$ce/! /#2'c! le3el 1
%.
CHA-TE0 4
4.1 C#))e$!* #$ Lea$"$+ 1'!c#)e:
)his assignment hel,ed more to understand a0out im,ortance of need identification
and ho8 the consumer needs a can 0e identified. Research ,rotocols: needs to 0e used for
identif3ing the needs are one of the valua0le sessions on the move.
Arriving to the strategic solution for the identified need 8as a difficult task. )his
assignment gave more idea on designing a s3stem.
4.2 %'))a5/C#$cl'*"#$
'e0ate on the advantages and disadvantages of @ualitative research methods
Reasons for the ,roduct failure in the market
Need identification on the safet3 factors of kids in ,ark
Arriving at the s3stem level conce,t for the identified need.
"rand ,lan for the design firm
%-
%%
0EFE0E=CE%
R/Sntonio/.0illaraigosa:Pla3groundinFuries:htt,;77888.thefreeli0rar3.com7SEENQAN'QN
4)Q9R)GQP2AACR49N'Q>N!9R>ESQ2EA'>NCQ&A9SEQ4(Q>N!9RAQ)4...-
a#.5+=#==.:retrieved on #.7#*7/#
R=S Peter heseltine: Accidents on childrenDs ,la3ground: &hildrenDs Environments Uuarterl3:
Lolume +: Num0er =75: fall /$.$
R5S1athy$uran"$avidmerten:Ste,,ingstones:htt,;77nrckids.org7S)EPP>NC7Ste,,ingStones.,
df : Retrieved on 5#th dec . =##$
R1S ntonio /. 0illaraigosa: SEEN AN' N4) 9R)G P2AACR49N' >N!9R>ES
2EA'>NC &A9SE 4( >N!9RA )4 S&442&>2'REN: Retrieved on =#
th
dec: =##$
R*SModule notes: marketing ,lan
R+S 9nkno8n: 0rand marketing: htt,;77en.mimi.hu7marketing8e070randVstrateg3.html:
retrieved on /#7#*7/#
R%SAnon3mous: ,la3ing s,ace:htt,;77888.teacher,lus.org7time-out7,la3ing-safe:retrieved on
/+
th
dec =##$
R.SAnon3mous:,la3grounds:htt,;77888.,arkrec.nd.gov7recreation7grants7l8cf7,la3grounds.,
df:retrieved on =#
th
dec =##$
%&
BIBILI1>0A-H@
Module notes: Need identification and E6,loration
%'
A--E=DID : A
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