School of Engineering

Design Proposal Report - PDS

MNFG611

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Authors:
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Academic Guide: Dr A.N.Other

UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

Summary
Enter proposal report summary here (Approximately 200 to 400 words)

UoL Design Project Proposal, Ref: 339120873.doc

UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

Contents
Summary.......................................................................................................................2
Contents........................................................................................................................3
List of Figures................................................................................................................3
Introduction....................................................................................................................4
Product Design Specification........................................................................................5
References....................................................................................................................8
Appendix........................................................................................................................9

List of Figures
Add/Delete where appropriate

UoL Design Project Proposal, Ref: 339120873.doc

UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

Introduction
Enter introduction here (Approximately 400 words or more)

UoL Design Project Proposal, Ref: 339120873.doc

UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

Product Design Specification

General Product Description
Enter a description of the product here. Make sure you describe the product clearly
whilst being concise (Up to or around 100 words)

5.2 Commercial Considerations

5.2.1 The Customer
5.2.1.1 Potential
The key customer for b-Light for the lecture of books are readers across India and
Thailand. As it can be seen in the chart (Figure X), India spends around 10 hours and
42 minutes reading, while in Thailand
they barely spend 9 hours and 20
minutes reading (New York Times,
2015). It follows that in India an
estimation of 25% (83 million) of the
youth population reads books (Roy N.,
2015).
Figure X Average hours spent reading per country

Plus, according to a survey made by the National Statistical Office in Thailand people
aged 6 years and over, about 68.6% of the population reads books. In addition,
Bangkok has the highest reading rate in the country (84.2%).
Although the e-books market is growing fast and its gaining terrain over printed
books, the b-Light can be used as well for electronic devices such as tablets, kindle,
smartphones, other.

UoL Design Project Proposal, Ref: 339120873.doc

UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

Despite the product can be sold to specialised stores, the product is intended to be in
a way in so that the final user (the reader) is the potential customer as well. As result
by following this business model, the price of the product will drop significantly. This
suggest that, it can be a competitive product.
5.2.1.2 Reaching the Customer
In order to reach the client b-Light must feature crucial characteristics such as be
low cost, small and easy to store, have high durability, resistant, light weight,
adjustable brightness and position, attractive to purchasers sight, lastly but no less
important the light must not disturb the users sleep. A high price can incentivise the
buyer to look for cheaper options. Complications involving the use of the product,
positioning and storing, can be a turn off for the potential buyers due to the fact that a
component which is not flexible in his features restricts the user. Lastly, the light
housing must be designed in such fashion that maximizes the LEDs illumination
range. Having a poor lighting performance would leave the customer unsatisfied.
Thus, a poor illumination shall be avoided.
A product with adjustable features such as brightness and positioning shall provide a
boost over other products that are already in the market. Due to the fact that an
adjustable brightness can give the user control and flexibility to read with comfort.
Similarly, an adjustable position would allow the customer read in any desired
position, thus granting the customer flexibility.
Another important characteristic for the product to be successful is the hardware
involving the LEDs. The LEDs used in the product must filter blue light-wave lengths.
Several studies (Casper & Rahman, 2014; Bossi & Hopker 2016) suggest that blue
light in the range of 466-477 mm supresses the melatonin production, a hormone
involved in the sleep process. Therefore, a reading light that does not disturb the
sleep process, would attract purchasers.

UoL Design Project Proposal, Ref: 339120873.doc

UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

Ultimately, the product design as a whole should be aesthetic since humans are
visual beings and are attracted to aesthetic shapes. Since injection mold process is
considered for the product's housing, a Mold-Tech texture should be considered to be
utilized, such as a MT11010 texture which is widely used in the aerospace industry
for any part considered as Class A (visible part by the customer, e.g. Seats
components such as video shroud, armrest, others). Also a Trim & Finish document
must be used to control all the aesthetic features of the product.
Marketing the product is another important issue to consider. Due to the size of the
market, the product can be advertised in the web, for example Amazon. Equally, the
product could be advertised with flayers placed in bookstores and libraries. Similarly,
the client can be reached via e-mail subscriptions. Also, the product can be
announced in a magazine. TV promotion is completely discarded due to the high
cost.
5.2.1.3 Expectations
LED reading lights, posses 1-year warranty in average. The products lifespan is
computed in LEDs useful hours which commonly is 1800 hours. Thus, less than
1800 hours is not acceptable for the product design intent.
According to Amazon, the price range of current products oscillates between 0.99 49.99. Most of the purchasers buy these products in a price range of 7.29 -19.99.
The product must aim to be in the price range mentioned above, and needs to be as
cheap as possible.
In addition, the design intent needs to consider an easy replacement for the LEDs.
Although the product does not need maintenance, it is a fact that LEDs eventually will
stop working. So, the product needs to be designed for an easy disassembly
operation by the user.
Considering all of the above, the product will have a plus over other similar products.

UoL Design Project Proposal, Ref: 339120873.doc

UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

5.2.2 Market
The book market is growing at fast pace in India. A report (Nielsen, 2016) forecasts
an increase by 19% in the book market. As stated before, approximately 83 million
people reads in India. This suggest that, penetrating 1% of the readers market in
India, values approximately 8,300,000. Also, including Thailands reading population
68.6%, 45,962,686 persons by accessing 1% of the market will generate sales
worth 4,596,268.60. In conclusion, the estimated sales are worth 12,896,268.60.
All of the above excludes other possible markets such as US, EU and UK markets.
Penetrating in the Indian market can be a hard task. A interview to Julien Cayla
(Callahan, T., 2009) a senior lecturer in marketing, Australian School of Business
suggests that foreign companies face many challenges penetrating the Indian, for
instance the brands name, the image of the product and where the product comes.
Making an attractive brand logo can be a hard task, since both countries markets use
a different language and alphabet.
Thus, a simple and attractive logo must be developed in
such way that does not appear as alien to Indian clients
as well for Thai customers.
The brand logo can and will be revised several times
during the developing of the product.
Figure X bLight Logo Rev A

b-Light logo first intent is clear and concise with the product. The letter b in the logo
suggest the shape of the intended product design. The colours used suggest the
function of the product, it resembles enlighten. However, its very likely the logo will
be revised during the project development.
The product is intended to be delivered and purchased online via Amazon. Making a
website is not profitable and is not user friendly, this due to language issues. Amazon
provides ease in the language issue, having different portals for each country.
Although this may result in an increase of the products price. Therefore, an analysis
should be made to reduce production budget or find alternate delivering methods.

UoL Design Project Proposal, Ref: 339120873.doc

UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

5.2.3 Competitors
5.2.3.1 Companies, Products

Despite there are many products, the competitors can be classified as products
within the desired price range sale of b-Light. Three high-competitive products have
been already identified.
According to Amazon the Verso LED Clip-On Reading
light received 111 out of 127 positive reviews. This
light offers to the reader features such as portable,
rechargeable and adjustable position.

Figure X Verso LED Clip-On by Lightwedge

The LE Portable LED Book Light by Lighting Ever

is

marked as a prime product in Amazon, meaning a lot

of

positive reviews and a top sold product. This product,

features rechargeable batteries, portable, adjustable
brightness and non-flickering light.

Figure X LE Portable LED by Lighting Ever

UoL Design Project Proposal, Ref: 339120873.doc

UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

Lastly, the most competitive light is the Energizers LED Book Light. The key in the
success of this product is its cheap price. The LED light offers adjustable positioning,
and other. Besides, this product is intended to be
consumed and discarded to acquire a new one. This can
be both an advantage and disadvantage for b-Light.

Figure X LED Book Light by Energizer

5.2.3.2 Future Developments

A Forbes article (Kelly-Detwiler, 2015) reports that Phillips is working into increasing
the LEDs light performance. This suggest that is very likely more products such as
LED light for reading are going to be mass produced and sold in the next years.
These products, as it can be seen in Amazon will focus in their products price.
However, as demonstrated in Amazon most of these products do not possess the
desired quality by the user. Despite this, cheaper products always mean a threat to
any product available in the market.
5.2.3.3 Unique Selling Points
b-Light offers simple features over competitors features. b-Light offers a friendly
LED light that will help the user to rest his eyes.
Plus, it features the ease to disassembly the product to replace the LEDs whenever
they fuse, instead of buying a new light.
The features mentioned above in addition with a low price, must be considered
during all the project development. If not the products market-approach angle will not
work.

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UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

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UoL Design Project Proposal

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[Enter Group Name and Year of Study Here]

Performance Specification
Enter information here

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UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

Regulatory Requirements
Legislation
Enter information here

The following patents should not be breached

Enter information here

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UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

References
New York Times, (2015). The Worlds Biggest Bookworms. [online] Available from:
http://eds.b.ebscohost.com.liverpool.idm.oclc.org/eds/pdfviewer/pdfviewer?
vid=25&sid=c7a7f507-e3e8-4476-a786-346a7f18184a%40sessionmgr104&hid=108
[Accessed: 6th Octuber, 2016].
NOP World, (2005). Culture Score (TM) Index. [online] Available from:
http://www.prnewswire.com/news-releases/nop-world-culture-scoretm-indexexamines-global-media-habits-uncovers-whos-tuning-in-logging-on-and-hitting-thebooks-54693752.html [Accessed: 6th Octuber, 2016].
Roy, N., (2015). A country of readers? [online] Available from: http://www.businessstandard.com/article/beyond-business/a-country-of-readers-115102301182_1.html
[Accessed: 6th Octuber, 2016].
National Statistical Office, (2011). The 2011 survey on Reading of Population. [online]
Available from: http://web.nso.go.th/en/survey/data_survey/570703_Surve_%20on_
%20Reading_11.pdf [Accesed: 9th Octuber, 2016].
Casper, R.F. & Rahman, S., (2014). Spectral modulation of light wavelengths using
optical filters: effect on melatonin secretion. Science Direct, [online] Available from:
http://www.sciencedirect.com.liverpool.idm.oclc.org/science/article/pii/S00150282140
05391 [Accesed: 10th Octuber, 2016].
Bossi, A.H. & Hopker, J., (2016). Twilight: filter the blue light of your device and sleep
better. Sports Medicine, [online] Available from:
http://bjsm.bmj.com.liverpool.idm.oclc.org/content/early/2016/05/20/bjsports-2016096315.full [Accesed: 10th Octuber, 2016].
Nielsen, (2016). Read All About It: India's Book Market Is Poised for Growth. [online]
Available from: http://www.nielsen.com/uk/en/insights/news/2016/read-all-about-itindias-book-market-is-poised-for-growth.html [Accesed: 10th Octuber, 2016].
OCallahan, T., (2009). How do foreign companies market to India? Yale Insights.
[online] Available from: http://insights.som.yale.edu/insights/how-do-foreigncompanies-market-to-india [Accesed: 10th Octuber, 2016].
Kelly-Detwiler, P., (2015). Phillips And The Future Of LED Lighting. Forbes. [online]
Available from: http://www.forbes.com/sites/peterdetwiler/2015/05/13/philips-and-thefuture-of-led-lighintg/#79450c1a44f7 [Accesed: 10th Octuber, 2016].

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UoL Design Project Proposal

MNFG611
[Enter Group Name and Year of Study Here]

Appendix
Enter Gantt chart here
Enter additional information on consecutive pages

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