Executive summary
In the past, we have seen a considerable number of children born prematurely succumb to death shortly after delivery (Koletzco, 2014). This is most prominent in the developing countries for obvious reasons where infant mortality rates are more pronounced. Babies born underweight or premature are in dire need of someone to come up with innovation to bridge this gap. The innovation of infant warmers would go a great mile to help these infants. An infant warmer is a sleeping bag for infants which serves the purpose of an incubator. One thing about the infant warmer is the fact that it does not need electricity for it to function. It is completely independent of this amenity as it uses water heating services. Additionally, it is portable. This is to say that the mothers and infants do not have to be restricted within the confines of the hospital walls for this facility to be accessible. Parents can take their premature babies home with them in the infant warmers, and maximum protection is guaranteed.
The infant warmer is of core innovation opportunity in that it is entirely light. Its weight is of insignificance. It is light as a feather. This is to say that the mother does not have to struggle with the weight of the warmer and can be able to move the baby around. Infant warmers are available in the markets today. However, they are created to function when electrically charged. These warmers that use water heating services would be a new product created ultimately. It will go a long way in reducing the electricity bills and help these infants in need of this product.
Product description
The proposed innovation is an infant warmer. An infant warmer is a portable sleeping bag for infants which serves the purpose of an incubator. One thing about the infant warmer is the fact that it does not need electricity in order to function but instead, it uses water heating services. It is therefore, a cheaper alternative to standard infant warmers like the incubators, the hot coals, the hot water bottle, the light bulb and thermal coal boxes. It also lacks movable parts and is simple enough to be operated by non-trained persons. Additionally, no maintenance is needed.
Problem warranting innovation
Annually, infant mortality is recorded at 1million globally with 98% of these cases being in the developing world (National Center for Health Statistics -US. 2014). The documented cause for these deaths includes preventable and treatable complications which are linked to prematurity and low birth weight together with hypothermia. The proposed innovation thus seeks to solve this problem using the product- infant warmer.
Product specifications
Sleeping bag dimensions (mm3): 510 x 240 x 40
Pouch dimensions (mm3): 370 x 210 x 10
Weight: 1.5kg
Heater dimension (mm3): 430 x 280 x 50
Recommended retail price: 140USD
Product functionality
The infant warmer consists of water heating services which provide heat to the infant. A pouch is used to hold the heated water at 37° C. The infant warmer also consists of a sleeping bag which is used for holding the infant alongside adjacent pouches in the warmer which sustain the heat. The pouch can sustain the heat in the warmer for up to 6 hours as it provides heat to the infant.
Source of idea
The premature birth of infants brings with itself countless challenges. To begin with, infants lack the requisite body fat needed for the regulation of their own body temperature as Serenius et al., (2013) opines. This means that the room temperature can be, and is quite cold for an infant.
As a standard measure, such infants are often placed on incubators or other alternatives up to the point when they can survive on their own. However, this standard procedure is a challenge in most developing countries as discoursed.
Competitor products-description
Infants born in developing countries lack the luxury that comes with using incubators. This is because of the high cost that comes with using them as Wall, et al., (2010) documents. Additionally, the use of incubators brings to the fore associate operation costs such as electricity, which is needed to power them. A well-documented fact regarding electricity power in developing nations is that at best, electric power is unstable and unreliable (Fukuda-Parr & Lopes, 2013). Furthermore, operating incubators calls for specialized training and ongoing maintenance. Most developing countries lack the necessary expertise to carry out regular maintenances of incubators. Indeed, other alternatives to address infant mortality have been fronted.
In this regard, alternatives to the incubator have been fronted including the radiant warmers. However, like the incubators, radiant warmers need electricity to operate in addition to the need of specialized training for their operation and alongside their regular maintenance. Therefore, this alternative is equally expensive.
Thermocol Boxes have also been fronted as alternatives to addressing the infant mortality issue. However, these boxes are ineffective in maintaining a constant body temperature. Hot coals have also been proposed as plausible innovation. However, these too is an ineffective innovation since it can lead to harms on the infant. An equally viable product aimed at addressing infant mortality due to thermal conditions is the hot water bottle. It has been argued that this product can reduce heat issues that infants face at birth. However, this too can scald an infant or overheat them and as such, are ineffective.
Finally, the light bulb has been fronted as a product that can address the pertinent issue. However, this too is ineffective and equally needs constant electricity just like the incubator and the radiant warmers. As discussed, stable electricity supply is hitherto, a problem in most developing nations. In addition to this concern, bulbs can also shatter and cause harm to infants. Therefore, the proposed product-infant warmer, is an innovative product that aims at addressing the discussed problem.
Benefits to the customers
The proposed product is not only inexpensive, it is equally durable compared to most of the innovations and products in the market that seek to address the problem. The infant warmer costs less than 1% the cost of a standard incubator yet delivers the same service. Additionally, it is portable enough hence can be used by the infant even when being carried by the mother. Unlike the incubator, the infant is not confined to the hospital setup also. It’s equally a safe product and potential damages to the infant are negligible unlike other innovations including the hot coals, the hot water bottle, the light bulb and the thermal coal boxes. Furthermore, the infant warmer does not require the use of electricity making it very cost effective for the target market of mothers in developing countries.
How the innovation creates value
Keeps infants warm hence reducing the risk of death
Helps nursing mothers to keep their cool and thus reduces the risk of postpartum depression
Makes weighing of infants easier
It’s easy to use and cheaper compared to other alternatives especially for nursing mothers in developing countries
No training needed for use and its maintenance
The problem of Infant mortality is addressed
Market research steps to test the concept
Benefits of market research
Market research is an integral part in any product development. Through market research, a product developer is able to understand what the clients want and hence allows for the tailoring of the product to meet a gap in the market. This business strategy allows for a product to have a competitive edge. At every step of market research, insights can be obtained and potentially expensive errors avoided when the product is fully launched. Market for a new product can equally be used in the evaluation of new ideas. Consequentially, unpromising ideas can be dealt away with hence more emphasis can be done in investing more time and money on the product and how best to improve its success. Additionally, market research is important in identifying the essential product features that the market wants. In this regard, other aspects of marketing can be brought to the fore (Witell, et al., 2011). For instance, through market research, one may establish approximately how much clients might be willing to part with in obtaining the product. Through market research, the product name can also be made as well as the packaging of the product.
Product research is essential in the retailor sector as well. The results of market research are essential for retailers in the stocking of products as well as eliciting information on the appropriate ways of displaying or promoting a product and hence maximizing on sales. Additionally, talking to retailers at the product development initial stages is essential since their experience and knowledge can prove priceless.
After successful launching of a product, market research focuses on the satisfaction of a customer(s). The available competitors and what they offer forms part of the market research hence existing product competitors can be identified and they can also inspire ways of improving the product. In this regard, through market research, competitors will be analyzed and what they offer will be assessed and possible improvements can be made to the proposed product- the infant warmer.
Steps in market research
Questionnaires and Focus Groups
Concept testing with regard to new products can be a challenging venture. Often times questionnaires and FGs (Focus Groups) is the best approach. This route may be considered in the case of the infant warmer. In this regard, target audiences are identified and presented with pertinent product questions in the form of a questionnaire. Through this avenue, key client perceptions and views concerning the product will be identified and necessary steps for amendments considered. However, problems also abound with the use of questionnaires and focus groups. To begin with, the theoretical response of the market may be diametrically opposite to the reality as Wilson, (2011) opines. Customers may respond affirmatively and declare their liking of a product but the truth may be that they are hesitant to switch products (Hollensen, 2015).
Google Keyword Search
With the advent of technology, modern market research methods may be considered in launching the proposed product of an infant warmer. This market research method involves performing a google search for similar products to the infant warmer in a bid to establish the level of demand. This research method is equally essential is establishing the customers perception regarding the available products and so get knowledge on how to tailor the infant warmer to meet the customer needs. Establishing the customer’s perception regarding the available products may be achieved by reading online comments and reviews. By this method of research, problems and product complaints reviews will be obtained hence new ways of improving the product will be identified.
Market research using prototypes
As Hollensen, (2015) documents, performing a market research using prototypes or product samples is invaluable. In this regard, performing a market research using the classic ‘taste test’ has been proved priceless. In this test, the developed product is weighed against other products by the customers and comparisons are mad in terms of performance, efficiency, and cost effectiveness among other metrics. This can be done in the case of the infant warmer whereby prototypes can be availed and weighed against other alternatives in the market including electric incubators, the radiant warmers, Thermocol Boxes and the light bulb. An equally good step in performing market research using prototypes includes involving customers in the products early testing stages so as to establish their responses. However, with this method comes challenges as Christensen, (2013) documents. The chief most challenge has to do with the fact that the outcome and customer response once the product has been launched may differ with the response at this stage. This is because of varying factors such as the marketing of the product, where and to whom.
Test Marketing of the product
Test marketing a product has been documented as the most effectual way of obtaining crucial product information. This is because more definitive results can be obtained with this method. However, it is the most expensive form of market product research as Chabowski, Mena & Gonzalez-Padron, (2011) opine. Consequentially, this method is only applicable once sufficient investments into the development of the product have been made. However, this method is still the most ideal in performing trials on news products such as the infant warmer so as to assess the probable sales and plausible modifications which may be needed with regard to the product. In the same vein, other test marketing approaches may also include a ‘soft launch’ which is usually done online. Here digital media is used whereby the product may be launched online through the construction of modest landing pages and also by running a Google Adwords campaign. This method is effectual in establishing the demand for the product. Additionally, the online clientele who make inquiries can be informed on the intent of launching the product and the clients can be kept in touch with the promoters of the product. This strategy may be effectual in the market research process of the infant warmer.
Follow-up product research
The proposed test marketing and also a full product release may be followed by a follow up product research. In this regard, consumer surveys may be used. Consumer surveys involves inquiring from the clients what they disliked or liked concerning the product which is often times the most straight forward approach. Conducting a market product research that is focused on tracking the real customer purchasing patterns for instance, place of purchase, quantity among such information offers a solid proof with regard to the level of client satisfaction.
Safety and health concerns
The proposed product infant warmer offers numerous benefits that far outweigh the challenges. However a few concerns are expected.
Safety concerns to the handlers of the warmer is the chief most concern areas since water has to be heated and introduced into the warmer. This procedure, if not carried out with precaution, may cause the scalding of the handlers. Expected harm to the infant is limited or non-existent due to the development of resistant and child friendly material to cushion the infant. No health concern is expected with the proposed product is expected however.
8.0 Product Development strategy
Figure 1: The Product Development strategy
The strategy of developing the proposed product involves a sequential process involving the above documented and illustrated process. First, coming up of the concept is needed followed by performing of a market research and carrying out a market analysis. Market analysis also involves obtaining crucial competitor information. The process of developing the strategy will also entail building the product. Here, relevant partners will also be engaged in its development. Product development according to Cooper & Kleinschmidt, (2011) is the most integral part of the strategic cycle since faulty products will certainly jeopardize the entire product cycle.
Launch strategy
Launching a product is a culmination of the efforts put in creating a product. Therefore, it has to be done right as Luchs & Swan (2011) opines if the efforts put in coming up with and developing of the product have to be realized.
For a successful launch, the launch plan for the proposed infant warmer has to be done early. Part of this plan will involve talking to relevant partners, financiers, reporters among other stakeholders. Such a measure will keep the conversation going in anticipation of the launch.
Additionally, it is imperative to make the product available to the people who influence the market such as health marketers, bloggers, friendly customers and health care professionals as an initial step. Part of the launch strategy also involves the briefing of industry analysts early enough. Industry analysts offers insightful views and comments concerning products which client’s value.
With the advent of technology, the social media platform also serves as an instrumental launch pad for the proposed product. Here, the strategy will involve targeting people who are keen on learning the latest products in the market. Consequentially targeting avenues such as ‘coming soon tweets’ or ‘leaked’ pics of the coming products will be priceless in creating an aura of anticipation. Global brands such as Apple Inc. are masters when it comes to this form of launching plan.
Part of the launch strategy will also involve doing unusual things in the launch cycle of events. This will include making funny video clips, publishing documented surveys on the benefits of using the infant warmer, or customer surveys that show positive client feedback on the product. Customer reviews can also be incorporated in the products website to encourage more sales. Conducting free trials may also be invaluable whereby clients will get to know more on how to use the infant warmer and any plausible challenges that come with it. Concerns can also be addressed in these forums.
Finally, involving partners forms an integral part of the launch strategy. Important marketers of health products such as Becton and Dickenson (BD) among other strategic partners will be brought on board. This is because the success of the product also depends on its allies to a large extent. Consequentially, as more people will get talking concerning the product, more success can be expected.
References
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Wall, S. N., Lee, A. C., Carlo, W., Goldenberg, R., Niermeyer, S., Darmstadt, G. L., & Lawn, J. E. (2010, December). Reducing intrapartum-related neonatal deaths in low-and middle- income countries—what works?. In Seminars in perinatology (Vol. 34, No. 6, pp. 395- 407). WB Saunders.
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