INDIVIDUAL ASSIGNMENT

MODULE

: CREATIVITY AND INNOVATION

(BM006-3.5-2)

COURSEWORK TITLE

: MosquiNO

INTAKE

: UC2F1408SE

STUDENT NAME

: SREE PRAKASH A/L BASKARAN

STUDENT ID

: TP032890

DATE ASSIGNED

: 9TH MARCH 2015

DATE COMPLETED

: 22nd MAY 2015

TOTAL WORD COUNT

: 1695 words

Executive Summary

The name of the proposed product is MosquiNO. It is new age mosquito repellent sticker
which makes a user invisible to mosquitoes. Non-toxic chemical compounds are emitted from the
sticker to the environment and when mosquitoes comes into contact with the compounds, the
mosquitoes ability to track humans is disrupted. The identified market is for everyone 7 to 60 years
of age who have active outdoor lifestyles or stay in mosquito infested areas.

This sticker will effectively repel the mosquitoes for them. Some competitors of these
product is the Kite Patch from the Kite Team and the BUGSLOCK mosquito repellent band from
Hannaeum Inc. The proposed price of the product is from RM20.00 to RM35.00, depending on
size of the sticker. The idea generation tools and techniques used are SCAMPER and Attribute
Listing. The idea evaluation tools and techniques used are force field analysis and SWOT analysis.

Table of Contents
PART 1......................................................................................................................................................... 4
Introduction ............................................................................................................................................... 4
Problem Statement .................................................................................................................................... 5
Competitor Analysis ................................................................................................................................. 5
Objective Statement ................................................................................................................................ 10
PART 2....................................................................................................................................................... 11
Idea Generation ....................................................................................................................................... 11
SCAMPER............................................................................................................................................. 11
Attribute Listing .................................................................................................................................. 12
PART 3....................................................................................................................................................... 13
Product Concept Description .................................................................................................................. 13
Design 1 ............................................................................................................................................... 18
Design 2 ............................................................................................................................................... 19
Design 3 ............................................................................................................................................... 20
Original Graphic Design....................................................................................................................... 21
PART 4 ......................................................................................................................................................... 22
Market Identification .............................................................................................................................. 22
PART 5....................................................................................................................................................... 23
Idea Evaluation ....................................................................................................................................... 23
Force Field Analysis ............................................................................................................................. 23
SWOT analysis ..................................................................................................................................... 24
Conclusion ................................................................................................................................................. 25
References .................................................................................................................................................. 26
PART 6....................................................................................................................................................... 28
Appendix ................................................................................................................................................. 28
3

PART 1

Introduction
BuzzKill.Inc was formed in 2012 with the purpose of combatting mosquito-borne diseases
in Malaysia. BuzzKill operates with state-of-the-art technology to bring better, simpler and costeffective solutions to combatting mosquitoes. Comprised of devoted and passionate professionals,
BuzzKill is the only corporation within Malaysia that is tasked with the ever important duty of
finding solutions, either through prevention or cure, to combatting mosquito-borne diseases.

Founder and CEO, Dr Sree Prakash Baskaran, decided to start the company after he and 2
of his colleagues were struck with dengue fever. Thankfully, all 3 of them recovered fully. After
the incident, Dr Sree Prakash did plenty of research through publications about dengue fever and
other mosquito-borne diseases. He then realised how big of an issue mosquitoes and the diseases
they carry really is, not only in Malaysia but all around the world - 584 000 malaria deaths1, 500
000 severe dengue cases2. BuzzKill was founded not long after that, beginning with only 5
scientists, 2 engineers and an administrative staff.

BuzzKill actively partners with the Ministry of Health Malaysia and the National
Committee on Dengue. These two bodies have supported BuzzKill in terms of resources and data
on various projects, research studies and publications. BuzzKill also has partnered with World
Health Organization on programmes such as their Malaria and Dengue Control programmes.

As of 2014, BuzzKill.Inc has expanded to combatting mosquito-borne diseases worldwide,

especially in African countries. The team has also increased to 30 scientists, 20 engineers and 25
other staff. Other than that, multiple patents have been published, various studies have been
conducted and 2 consumer products have been developed.
BuzzKills mission is to deliver simple and cost-effective solutions that will combat
mosquitoes and the diseases they harbor to anyone, anywhere.

1
2

(WHO, 2015)
(WHO, 2015)

Problem Statement
The product I am proposing is a transparent sticker that can be placed on any part of the body, infused with chemicals which,
when the mosquito comes in contact with in the air, renders the mosquitos ability to detect humans useless.

Competitor Analysis
The two direct competitors of my product are the Kite Patch from the Kite team and the BUGSLOCK Mosquito Repellent
Band from Hannaeum Inc. Both of these products are innovative mosquito repellents.

Product
Kite Patch
The Kite team is comprised of passionate professionals devoted to combating mosquito-borne diseases
worldwide. A world-class team of scientists, engineers, product designers, public health experts, and entrepreneurs
has been assembled to transform their scientific discoveries into future products that could have an impact on the lives
Opening

of people around the world.

Kite Patch technology is being developed by ieCrowds Olfactor Laboratories, Inc.TM (OLI). OLI is
developing a range of new technologies and products that leverage the companys patent-pending technologies
capable of blocking mosquitoes ability to detect carbon dioxide their primary method of tracking human blood
meals.

Considered a potential breakthrough in the fight against mosquito-borne diseases, the Kite technology platform
is envisioned to be comprised of a range of products for use globally in the effort to protect humans from mosquitoes.3
The Kite Patch is being designed to replace the current mosquito repellents with an easy-to-use, robust and
long-lasting sticker which is to be applied to clothing. Individuals are protected through their daily activities within a
24-hour cycle. A simple and colourful design is used for the Kite Patch to be pleasing on the eyes and more
Uniqueness

importantly, to show that youre part of a global movement to combat mosquito-borne diseases.
The Kite Patch was developed from a breakthrough science discovery which makes you and your family
practically invisible to mosquitoes. The Kite Team are building Kite Patches to provide affordable, superior protection
at affordable costs all over the world. Small Sticker with Big Impact, can be stuck on practically anything clothing,
backpack, bicycles, vests, etc.4
There are a few limitations of the Kite Patch. Firstly, it only lasts up to 24 hours. It would be annoying to
replace each day and one might even forget to replace it, thinking the patch was just freshly applied. Moreover, there
is no indication as to when the patch needs to be replaced. Yes it is stated that it can only last up to 24hrs but that is
equivalent to saying that your phone battery can only last 3 days but there is no notification or display indicating that

Limitations your battery is low. An unsuspecting user might wear an expired patch and go through their daily activities, only at
the end of the day, there would have been bitten and could be suspected of dengue. This could cause users to say that
the patch is not effective.
Other than that, the patch is primarily meant to be stuck on clothing and on other non-body surfaces. This is
however, limiting the region that the patch could be stuck on as children and some adults love to go about their day

3
4

(ieCrowd, 2015)
(Anon., 2015)

shirtless. Some parts of Sub-Saharan Africa, there are families which are too poor and cannot afford clothing and
other basic necessities; a patch that could be stuck on skin would be great for them.
Lastly, despite being pleasing to the eyes, the design of the Kite Patch is not fashion worthy at all. One would
find it hard to match their clothing to the colours and design of the patch. Also, if a user wishes to stick the patch onto
a display of some sort, it would take up space and block the display. An example, is the display of the watch. If a Kite
Patch would to be stuck there, the user would not be able to tell the time.
The Kite Patch, which is still in the development phase, is being designed to be a significant potential
advancement in the global fight against mosquitoes and mosquito-borne diseases. It is the goal of the Kite team to
make the future Kite Patch product available to be used in a range of climates and conditions around the world and
also to be durable and easy-to-use.
If the Kite Patch is a success, it will be worlds first product containing their breakthrough scientific discovery
scientifically proven to disrupt mosquitoes carbon dioxide neurons. The Kite Patchs compounds acts a non-topical,
spatial repellent, blocking mosquitoes ability to detect carbon dioxide which is their primary method of tracking
Technology human blood meals. Other than that, Kite Patch technology is derived from patent-pending formulations that utilize
breakthrough compounds found in food flavors and fragrances. The Kite team envisions the Kite Patch to be a superior
alternative to methods that contain ingredients known to regulatory bodies as harmful or toxic to humans, animals, or
the environment.
With the assistance of the Bill and Melinda Gates Foundation and the National Institutes of Health, Kite
Patchs technology stems from initial scientific developments which were developed at the University of California
(UCR). The company exclusively licensed the technology from UCR, and has, since then, furthered the science,
developed its own IP and patent/patent-pending applications, and developed a range of disruptive products.5
5

(ieCrowd, 2015), (Anon., 2015)

Product
BUGSLOCK Mosquito Repellent Band
Hannaeum Inc prizes itself as the leader in the practical natural chemistry sector. It is a company that produces
essential, safe, and convenient products for our daily healthy lifes, while the company continues its research
concerning natural aromas. The company had been researching natural aromas since 2001. Hannaeum Inc has
succeeded in extracting various types of aroma, especially those that are effective in repelling mosquitoes.
The mosquito repelling odor is the result of the two years of research efforts and the company has successfully
Opening

commercialized it. The aroma emitting band type BUGSLOCK is a mosquitos expellant which has been registered
in Korea for pending international patents. The company has been doing its utmost both in product quality and safety
areas including it skin stimulants by acquiring many quality authentications and safety tests.
The firm maintains its ongoing research to extract natural substances to effectively expel mosquitoes, ticks,
roaches, ants, and bees through its industry-university-research institute cooperation programs. It aims to be a leader
in the practical natural chemistry sector by developing such products that can be applicable not only to humans, but
also to animals and plants, by utilizing its knowledge acquired from over 5 years of research. 6
BUGSLOCK is a mosquito controlling product to repel mosquitoes with a 100% natural aroma. It is a creative

Uniqueness

and band shaped product, which prevents mosquitoes from approaching by wearing it on the wrist or ankle, where the
item emits an aroma that the insect cant stand. As it is small in design and easy to carry, it is usable at anytime, thus
considered a very convenient product.

(Hannaeum Inc, 2011)

Also, it is a safe product, which can be used even by infants, so all age groups can use it because it is made of
non-toxic substances, DEET FREE. Its ingredients are 100% natural essential oils including lavender, etc. It is an
elegant product with its adjustable band, various colors and refined designs, so it can be used as a form of accessory
for both men and women and also a fun childrens wear item.7 Also, each band is individually wrapped and sealed.
Lastly, it is reasonably priced at RM13 and can last up to 240 hours.8
There a few limitations of the BUGSLOCK mosquito repellent band. Firstly, as it gives off an aroma that
chases away the mosquitoes, it would be a strong smell. Some people may like the smell and some people may not.
The strong aroma can cause people who do not like the smell to not purchase the product. Strong smells are generally
unpleasant for most people no matter the nature of the smell. There has been reviews of the BUGSLOCK band which
reads Rather strong smell of essential oils which could put some people off.9
Limitations

Another limitation would be that the product can get wet with perspiration or otherwise known as sweat. This
has been reported by a user of the product. She says It tends to get wet with perspiration when while playing sports.
It needs to be dried before storage, hence shaving off lifespan. 10 The band can be resealed to return it to 100%
effectiveness. It can last up to 15 hours out of packaging.11 Hence, when it gets wet with sweat, it takes time to dry it
thus reducing the total lifespan of the item.
Also, if the product can get wet with sweat, it can get wet with other liquids too. This shows that the product
is not waterproof and may even be less effective when wet.

(Hannaeum Inc, 2011)

(Tigress, 2014)
9
(Tigress, 2014)
10
(Tigress, 2014)
11
(Anon., 2015)
8

The technology used for this product is mainly by the extraction of various types of aroma, those that are
effective in repelling mosquitoes. It is essentially using smells to deter mosquitoes from biting humans. It is also
DEET free which means it does not contain any potential harmful substances. The size of the band is 25 cm in length
and 1.8 cm wide, making it suitable for almost anyone. It is also adjustable to suit the preferences of each person. It
weighs only 3 grams.

Technology

Objective Statement
The focus is on research, development and exploitation of new or emerging products and technologies for creating an effective,
odor-free mosquito repellent.

10

PART 2
Idea Generation
SCAMPER

The existing product which is being used for the idea generation is the Kite Patch.

Substitute

Combine

Adapt

Modify

Put to Another Use

Eliminate
Reverse

12

What materials can be substituted to improve the product?

- The current adhesive could be substituted with a new adhesive
that is able to stick on skin as well as clothing and other surfaces.
What if the product is combined with BUGSLOCK?
- A new wrist band could be made using the structure of the
BUGSLOCK and the chemical compounds of the Kite Patch.
- A sticker could be made using the structure of the Kite Patch and
the chemical compounds of BUGSLOCK.
What else is the product like?
- The product is like the Tiger Balm Mosquito Repellent Patch.12
What product could I emulate to adapt this product?
- The product I could emulate is the Tiger Balm Mosquito
Repellent Patch. Their marketing strategies, product description,
packaging, and design of product could be emulated.
How can the shape of the product be changed?
- The shape of the product can be changed to any shape, circle,
triangle, hexagon, and decagon, anything that the user wishes.
- A big rectangular or square sheet of the product could be available
for purchase and users can simply cut whatever shape they want.
What could be added to modify this product?
- An indication as to when the product is expiring could be added.
Maybe the patch could change colour as its nears the end of its
lifespan.
Non-applicable.
What could be eliminated from the product?
- The opaque sticker could be removed. A transparent sticker with
the same functionality would be much better.
Non-applicable.

(http://www.tigerbalm.com/, 2015)

11

Attribute Listing

Size

Adhesive Shape

Design

Chemical compounds

Strength
Extra

Weak

Square

Design on patch

DEET

Moderate

Circle

Transparent patch

Chemical compounds that block

small
Small

mosquitos ability to detect humans

Medium

Strong

Triangle

Large

Pentagon

Extra

Hexagon

Only colour on

Chemical compounds (non-DEET)

patch, no design

that gives off a strong aroma that

patterns

chases away mosquitoes

Large
Free-shape

Ideas generated:
1. An extra small patch with moderate strength. The patch is triangle in shape and there is
only colour on the patch. The chemical compounds in the patch are DEET.
2. A large patch with weak strength. The patch is hexagon in shape and there is design on
the patch. The chemical compounds in the patch are non-DEET compounds that gives
off a strong aroma that chases away mosquitoes.
3. A small patch with strong strength. The patch is circle in shape and there patch is
transparent. The chemical compounds in the patch are compounds that block
mosquitos ability to detect humans.

12

PART 3
Product Concept Description
Mosquito-borne diseases such as malaria, dengue, yellow fever and the West Nile virus
has threatened the existence of human beings and even animals and plants and will continue to
threaten our existence if no efforts are put to control or put an end to the situation. In Malaysia,
dengue is rampant problem that needs to be dealt with immediately. Last year was the first time
that the number of dengue cases hit six-figures. According to the World Health Organisation, 108
698 Malaysians were infected in 2014, a 151% increase over 2013.13

13

(Aliman, 2015)

13

Last year alone, dengue kill 215 people nationwide, which is Malaysias highest single-year death
figure for the disease in 20 years and more than the total lives lost in the years 2011 to 2013.14

14

(Aliman, 2015)

14

And there is no sign of the disease letting up either. In a four-week span up to Jan 31, some 12002
cases of dengue were reported. More than half that figure, 6686, was in Selangor.15 The latest
statistics on the total cases and deaths are in the pictures below.16

15
16

(Aliman, 2015)
(iDengue, 2015)

15

As there is a need in Malaysia to eradicate mosquitoes and the diseases they carry, a new
age mosquito repellent is necessary. MosquiNO is a product from BuzzKill.Inc unlike any other.
Its function is to repel mosquitoes in a new way. It is a transparent sticker capable of making a
human invisible to mosquitoes. MosquiNO is a transparent sticker that is infused with chemical
compounds that renders a mosquitos ability to detect carbon dioxide useless.
The primary method for mosquitoes to track human blood meals is through the carbon
dioxide we breathe out each time we exhale. Therefore, if the mosquito cannot detect carbon
dioxide, it cannot detect us. This method is even better than traditional mosquito repellents as there
isnt a 100% guarantee that you would not be bitten by a mosquito with traditional mosquito
repellents.
It has a number of features which are firstly, it is a transparent sticker. A logo MosquiNO
will be present on any type of sticker. With a transparent sticker, there is no hassle of looking less
fashionable. This transparent sticker can simply be put on any clothes, backpack or even skin to
match its colour. No nid for pattern or colour matching your mosquito repellents and your outfit
of the day anymore. Also, MosquiNO has the amazing ability to stick on any surface while still
being strongly attached to the surface. It can be stuck on skin, clothing, backpacks, bicycles,
motorbikes, cars, helmets, laptops, bottles, basically anything you can think off. It can even be
used on the display of watches or even as a smartphone screen protector.
MosquiNO is also waterproof thus making it suitable for outdoor activites that involve
water and/or perspiration. It could be worn to sporting events and the sweat would not disrupt the
effectiveness of the sticker or make the sticker slip off. It could also be worn to water parks and
even when youre going fishing. Other than that, MosquiNO can last up to 2 days out of packaging
which is great so you do not have to keep replacing the sticker too frequently.
One great and innovative feature of it is that it has indication as to how long more the
sticker can last. It will begin as a transparent sticker but when it reaches 50% of the duration, small
yellow spots will appear on the sticker. The spots is big enough to be visible but not big enough to
cause an eye sore. When the sticker reaches 75% of its duration, small orange spots will appear as
well. The spots would appear directly next to the yellow spots. When the sticker reaches 100% of
its duration, small red spots will appear next to the yellow and orange spots. In this way, users do
not have to wonder or keep track of the stickers lifespan, making it much more hassle free for the
16

user. A user might start the day and see the orange and yellow spots on the sticker, he can simply
change it to avoid it being ineffective halfway through the day.
The most important feature of the sticker is its chemical compounds. These chemical
compounds are infused within each sticker and it will actively dissipate into the air. Once a
mosquito comes in contact with the chemical in the air, the carbon dioxide neurons of the mosquito
is disrupted and the mosquito is unable to track the human. The sticker provides a 6 feet barrier in
all directions for the user. The chemical compounds are made from safe substances and are all
DEET free so there is no potential harm to the user.
MosquiNO has 3 types of design and size to it. The first and most basic design is the
circular sticker measuring 2cm across. This design is sold in a single package with 10 stickers. The
price for design 1 is RM20.00.
The second design is a 7x10cm rectangular sticker. This design is sold in a single package with 3
stickers. The price for design 2 is RM30.00.
The third design is a 10x15cm rectangular sticker. This design is sold in a single package with 2
stickers. The price for design 3 is RM35.00.
All stickers in each design has the word MosquiNO on it. Design 2 and design 3 are special
designs as they can be cut into any shape and still be an effective mosquito repellent. All sizes of
MosquiNO will work however any design below 1.5cm in diameter would make the sticker less
effective.
MosquiNO can be readily purchased at all supermarkets, hypermarkets, and convenience
stores within Malaysia. For example, MosquiNO will be available in 7-Eleven branches, Mydin
branches, Giant branches, and AEON stores nationwide.

17

Design 1

18

Design 2

19

Design 3

20

Original Graphic Design

This was the original design, however after much research, consultation and feedback, the design
was changed. The functionality remained the same.

21

PART 4
Market Identification
Consumer market
Type of
segmentation

Variables
Region: Malaysia

Geographic

Climate: Tropical Climate17

Population density: 90 sq.km18
Annual population growth rate: 1.6%19
Age: 7 to 60 years.
Gender: Available for both genders.
Ethnicity: Available for all ethnicities.

Demographic

Nationality: Available for all nationalities.

Education: Basic education as to know what mosquito repellents are.
Occupation: Any occupation but more suited for outdoor jobs.
Religion: Available for any religion.
Income: Working class citizens to upper class citizens.
Attitudes: An open attitude towards new age mosquito repellents.
Opinions: Opinions against toxic mosquito repellents.

Psychographic

Interests: Family, community

Activities: Sports, outdoor fun, social events
Lifestyles: Active lifestyle, constant outside interaction

Behavioral

Usage rate: Medium to Heavy Usage, at least 2 times a week.

17

(http://www.worldtravelguide.net/, 2015)
(The World Bank, 2015)
19
(The World Bank, 2015)
18

22

PART 5
Idea Evaluation
Force Field Analysis
Forces FOR Change

Score

Feedback from survey that the sticker should be able to be directly

applied to the skin.

Feedback from survey that the sticker should be transparent

Feedback from the survey that the sticker should not contain any

harmful substances.
Feedback from survey for different shapes of the product

Feedback from survey for indication of expiration of sticker.

Feedback from survey that the sticker should be waterproof

Total

19

Forces AGAINST Change

Score

Adhesive against skin surfaces might cause skin irritation.

If sticker is transparent, it can easily be lost.

Multiple shapes of the sticker results in more costs to create the

different shapes
Current mosquito repellent products do not have indication as to

when it expires, why does the sticker need it?

DEET is an effective mosquito repellent chemical, only with a few

cases of chemical reaction to skin

New type of mosquito repellent will need more time and resources.

Total

15

The forces FOR the change is 19, more than the forces AGAINST the change which is 15.

23

SWOT analysis

1. Able to effectively repel mosquitoes.

2. Does not emit any smell whatsoever.
Strengths

3. Does not contain any toxic substances or potentially harmful

substances such as DEET.
4. Can be stuck on any surface.
5. Has indicators to show the product is expiring.

Weaknesses

1. Has no fragrant smell.

2. Direct contact to skin might cause skin irritation.
1. Many people in Malaysia want and need a new effective mosquito
repellent.

Opportunities

2. Dengue has become a household topic so marketing the product

would not be too hard.
3. The government and national institute of health supports this
product.

Threats

1. More innovative mosquito repellents may appear in the market.

2. Imported mosquito repellent might be more popular due to branding.

24

Conclusion

In conclusion, the MosquiNO product from BuzzKill.Inc is a very innovative product and
first of its kind in Malaysia. It will definitely generate a lot of media focus and attention from
government organisations and NGOs as well. Little improvements could be made to the
MosquiNO which are longer lifespan and also possibly a mild fragrant smell to be included as
well.

25

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Aliman, K. H., 2015. Dengue is our responsibility. [Online]
Available at: http://www.themalaymailonline.com/opinion/khairie-hisyam-aliman/article/dengue-isour-responsibility
[Diakses 20 May 2015].
Anon., 2015. How to use Bugslock. [Online]
Available at: http://bugslock.com.ve/en/how-to-use-bugslock.html
[Diakses 20 May 2015].
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[Diakses 20 May 2015].
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[Diakses 20 May 2015].
Halstead, S. B., 2008. Dengue. 1st ed. London: Imperial College Press.
Hannaeum Inc, 2011. About Us. [Online]
Available at: http://www.repel.co.kr/04_company/sub4-1.asp
[Diakses 20 May 2015].
Hannaeum Inc, 2011. Bugslock. [Online]
Available at: http://www.repel.co.kr/01_product/sub1-1.asp
[Diakses 20 May 2015].
http://www.tigerbalm.com/, 2015. TIGER BALM MOSQUITO REPELLENT PATCH. [Online]
Available at: http://www.tigerbalm.com/sg/range/6/range_products/17
[Diakses 20 May 2015].
http://www.worldtravelguide.net/, 2015. Malaysia Weather, climate and geography. [Online]
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[Diakses 20 May 2015].
iDengue, 2015. Laman Utama | iDengue. [Online]
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[Diakses 20 May 2015].
ieCrowd, 2015. Kite. [Online]
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[Diakses 20 May 2015].
Kathryn A Hanley, S. C. W., 2010. Frontiers in dengue virus research. 1st ed. Norfolk, UK: Caister
Academic Press.

26

Kite Patch, 2015. Kite Patch. [Online]

Available at: https://www.facebook.com/kitepatch?fref=ts
[Diakses 20 May 2015].
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[Diakses 20 May 2015].
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[Diakses 20 May 2015].
The World Bank, 2015. Population density (people per sq. km of land area). [Online]
Available at: http://data.worldbank.org/indicator/EN.POP.DNST
[Diakses 20 May 2015].
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[Diakses 20 May 2015].
Tigress, T. G., 2014. Malaysia Bugslock: Naturally Drives Mozzies (and Bugs) Away! | Giddy Tigers.
[Online]
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[Diakses 20 May 2015].
TIS Consulting Group, 2015. Market segmentation: basic strategies to identify segments and select a
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White, K., 2004. Dengue fever. 1st ed. New York: Rosen Pub. Group.
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[Diakses 20 May 2015].
WHO, 2015. Dengue and severe dengue. [Online]
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[Diakses 20 May 2015].

27

PART 6

Appendix

28