Final reportproduct managementproject name a new product – case for teeth

FINAL REPORT PRODUCT MANAGEMENT Project Name: A New Product – Case For Teeth Group: 03 Class: 1108_2131 Subjects: Product management Lecturer: Phan Minh Tuấn [Semester 2131, December 202

MINISTRY OF EDUCATION & TRAINING

FACULTY OF ECONOMICS AND MANAGEMNET

HOA SEN UNIVERSITY

@ ?

FINAL REPORT PRODUCT MANAGEMENT

Project Name: A New Product – Case For Teeth

Group: 03 Class: 1108_2131 Subjects: Product management Lecturer: Phan Minh Tuấn

[Semester 2131, December 2021] Group 03

HOA SEN UNIVERSITY

MINISTRY OF EDUCATION & TRAININGFACULTY OF ECONOMICS AND MANAGEMNET

HOA SEN UNIVERSITY

Lecturer: Phan Minh Tuấn

[Semester 2131, December 2021] Group 03

HOA SEN UNIVERSITY

MINISTRY OF EDUCATION & TRAININGFACULTY OF ECONOMICS AND MANAGEMNET

HOA SEN UNIVERSITY

@ ?

FINAL REPORT PRODUCT MANAGEMENT

Project Name: A New Product – Case For Teeth

Group of students:

[Semester 2131, December 2021] Group 03

HOA SEN UNIVERSITY

ACKNOWLDGEMENTS

Our team would like to thank Mr Phan Minh Tuan for imparting useful knowledge to

us during the time of studying Product Management

5 Đặng Yến Như 2197317

[Semester 2131, December 2021] Group 03

HOA SEN UNIVERSITY

ACKNOWLDGEMENTS

Our team would like to thank Mr Phan Minh Tuan for imparting useful knowledge to

us during the time of studying Product Management

In the process of making the report, it is difficult for our team to avoid mistakes, and

we hope you will forgive them At the same time, because our knowledge is still wideand our level is still limited, the report cannot avoid errors, we look forward toreceiving your comments so that our team can learn more knowledge as well asimprove the report better

COMMITMENT

We hereby commit that the report is completely taken seriously by the team members.The report is an independent research work of our team under the guidance of lecturerPhan Minh Tuan

The information, data and reference images in the article are clearly and fully cited.Our team takes full responsibility for this commitment

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CATEGOGY Acknowldgements -i Commitment -ii Categogy -iii

CATEGOGY

Acknowldgements -i

Commitment -ii

Categogy -iii

List of pictures -vi

List of tables -vii

PART I NEW PRODUCT CREATION -1

I.1 Idea generation: -1

I.2 Evaluating the ideas -5

I.2.1 Idea formation process: -5

I.3 Choosing and ranking factors: -6

I.4 Type of new product: -8

PART II PRODUCT INNOVATION CHAPTER (PIC) -8

II.1 Background -8

II.2 Focus -8

II.3 Goal and objective -9

II.3.1 Objective: -9

II.3.2 Goal: -10

II.4 Guidelines -10

II.4.1 Innovation: Launched for the first time in the market -10

II.4.2 Time -11

II.4.3 Copyright protection -11

PART III NEW PRODUCT PROCESS -11

III.1 Phase 1: Opportunity Identification and Selection -11

III.1.1 Idea -11

III.1.2 “Orthodontics” trend -11

III.1.3 Eating out habits -12

III.1.4 Dental hygiene needs -13

III.2 Phase 2: Concept Generation -13

III.2.1 Concept information process -13

III.2.2 Market research -17

III.2.3 Perceptual map -18

iii HOA SEN UNIVERSITY III.2.4 Judgment -25

III.3 Phase 3: Concept Evaluation -25

III.3.1 A.T.A.R model -25

III.3.2 Total cost to produce a unit -27

III.2.2 Market research -17

III.2.3 Perceptual map -18

iii HOA SEN UNIVERSITY III.2.4 Judgment -25

III.3 Phase 3: Concept Evaluation -25

III.3.1 A.T.A.R model -25

III.3.2 Total cost to produce a unit -27

III.3.2.1 Cost-plus pricing -27

III.3.2.2 Value-based pricing -28

III.3.3 NPV (Concept 1): Patronus I with two “Smart”. -28

III.3.4 NPV (Concept 3): Case for comfort in movement. -30

III.3.5 NPV (Concept 4):Case can be used many times and has compact packaging. -32

III.3.6 House of quality -33

III.4 Phase 4: Development -35

III.4.1 Benefit -35

III.4.2 Chunks and functions -35

III.4.3 The detail of Case For Teeth -36

III.4.4 Components -37

III.4.5 Packaging form -38

III.4.6 Logo of Case For Teeth -38

III.5 Phase 5: Launching -38

MARKETING PLAN -38

A Situation analysis -39

1 Industry background -39

2 Company background -39

3 SWOT analysis -39

B Marketing objectives -40

C Marketing strategy -40

1 General marketing strategy -40

1.1 Segmentation and targeting -40

1.2 Brand differentiation strategy -41

1.3 Brand positioning strategy -42

2 Specific target market strategies -42

2.1 The product strategy -42

2.2 The pricing strategy -43

iv HOA SEN UNIVERSITY 2.3 Distribution strategy -43

2.4 Communication strategies -43

D Action program (Tactics) -44

1 Communication plan (IMC plan) -44

2.1 The product strategy -42

2.2 The pricing strategy -43

iv HOA SEN UNIVERSITY 2.3 Distribution strategy -43

2.4 Communication strategies -43

D Action program (Tactics) -44

1 Communication plan (IMC plan) -44

1.1.Media Objectives -44

1.2.Tools -44

1.3.Media plan from December to May, 2022. -46

2 Timeline -53

2.1.Overview of media plan from December to May 2023 -53

2.2.Overview of campain -54

E KPI -54

F Marketing budget -54

Chapter 6 Intellectual Property Registration -55

References -viii

Lecturer's comments -ix

Work assigment and evaluation -x

v HOA SEN UNIVERSITY List of pictures Picture 1: Kind of our product in the market -8

Picture 2: Perceptual map [Convenience and Novelty] -23

Picture 3: Perceptual map [Convenience - Dental hygience] -23

List of pictures

Picture 1: Kind of our product in the market -8

Picture 2: Perceptual map [Convenience and Novelty] -23

Picture 3: Perceptual map [Convenience - Dental hygience] -23

Picture 4: Perceptual map [Convenience - Safety] -23

Picture 5: Perceptual map [Novelty - Dental hygience] -24

Picture 6: Perceptual map [Novelty - Safety] -24

Picture 7: Perceptual map [Dental hygience - Safety] -24

Picture 8: Pakaging of Patronus I -38

Picture 9: Logo of Patronus I -38

Picture 10: Overview of media plan -53

Picture 11: Timeline of campain -54

vi HOA SEN UNIVERSITY LIST OF TABLES Table 1: V-R-I-N model -5

Table 2: Ranking factors -7

Table 3: Concept generation -13

LIST OF TABLES

Table 1: V-R-I-N model -5

Table 2: Ranking factors -7

Table 3: Concept generation -13

Table 4: Market research result -17

Table 5: Comparision between our product and others company with 4 important factors -18

Table 6: Comparision of our concepts to main competitors -21

Table 7: Note for perceptual map -22

Table 8: Result of the survey 50 respondents -26

Table 9: Cost-plus pricing -27

Table 10: Data for NPV - Concept 1 (milion VNĐ) -29

Table 11: Data for NPV - Concept 3 (milion VNĐ) -31

Table 12: Data for NPV - Concept 4 (milion VNĐ) -32

Table 13: Note for House of quality -33

Table 14: House of quality -34

Table 15: Chunks and funtions of Patronus I -35

Table 16: Details of Patronus I -36

Table 17: Components of Patronus I -37

Table 18: SWOT analysis of Patronus I -39

Table 19: Media tools -44

Table 20: Marketing activities for Pre-launching -46

Table 21: Marketing activities for Launching -47

Table 22: Detail marketing tools and main media activities for Stage 1 -50

Table 23:Detail marketing tools and main media activities for Stage 2 -51

Table 24: Detail marketing tools and main media activities for Stage 3 -52

Table 25: Estimated marketing budget for 6 months -54

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PART I NEW PRODUCT CREATION I.1 Idea generation:

v

v Idea 1:

PART I NEW PRODUCT CREATION I.1 Idea generation:

v

v Idea 1:

 Product: Yonola – Nutrition Breakfast



 Idea formation: Breakfast is very important, but most people ignore it Because

they don't have time to prepare breakfast On the other hand, they eat veryquickly and do not ensure enough nutrients to provide energy The solution to theabove problem is a breakfast product that combines Yogurt and Granola.Breakfast is quick, convenient, and saves time A healthy breakfast enhancesmemory and concentration Contribute to building healthy habits



 Description: This product combines yogurt and granola, 2 in 1 product Yogurt

is naturally fermented from fresh milk Granola is a blend of many healthyfoods, no sugar that provides plenty of protein and fiber Delicious taste, lightbar, no preservatives This product help to save time for breakfast and provideenough nutrients Supports digestion, lowers blood sugar and cholesterol

 Target customer: Products are aimed at customers who are students, office

workers, customers with special diets They don't have much time for breakfastbut still want to have a meal full of nutrients and provide enough energy

 Product: Wireless charger for laptop

 Idea formation: Today, the number of people using the laptop to work and study

is very much Carrying a laptop with a charging cord and always needing a seatwith a power outlet can charge the battery easily However, it is alwaysnecessary to have an electrical outlet near the workplace/study as well as thecharging cord causing entanglement and inconvenience, charging cord is notlong enough to plug in the charger in some cases So to make it easier to use

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your laptop anywhere without a power outlet and save space, a wireless chargerwill help you solve these problems



 Discription: Wireless charger will help you not have to carry around a bunch of

cumbersome wires like before The wireless charger can be placed in many

long enough to plug in the charger in some cases So to make it easier to use

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your laptop anywhere without a power outlet and save space, a wireless chargerwill help you solve these problems



 Discription: Wireless charger will help you not have to carry around a bunch of

cumbersome wires like before The wireless charger can be placed in manylocations, everyday space for study and work, to make it most convenient forcharging your laptop battery That is the type of charger you just need to put thelaptop on a charging surface without plugging it indirectly, and the chargingdevice needs to come fully charged before use This product is created tocontinue the innovation and success of wireless chargers for smartphone devices

in recent years

 Target customer: This device is aimed at customers who often use laptops for

work and study The use of a wireless charging dock makes them moreconvenient in their work, not wasting time looking for a place to charge andplugin

 Distribution: The product will be distributed and sold in stores selling electronic

devices such as Dien May Xanh, Mobile World and also on e-commerce sites:Shopee, Lazada for everyone can be easily purchased and used

 Idea formation: In the process of using the air conditioner, you may encounter a

bad smell, or the fact that we eat and drink under the air conditioner will makethe room smell bad That makes us have to use more typical room fragrant waxesfor air-conditioned rooms, that’s costly

 Description: Air conditioners are made of different types of metal Plastic and

other nontraditional materials are used to reduce weight and cost Copper oraluminum tubing, critical ingredients in many air conditioner components,provides superior thermal properties and positively influences system efficiency.They are comprised of stainless steel and other corrosion-resistant metals Airconditioner technology combines with air diffuser technology Adding a new2

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function is diffusing essential oils with ultrasonic technology and creatingnegative ions during operation The machine can both cool and purify the air,support a healthy respiratory system, and create the perfect humidity for livingspace without causing condensation to create an uncomfortable feeling Cost

They are comprised of stainless steel and other corrosion-resistant metals Airconditioner technology combines with air diffuser technology Adding a new2

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function is diffusing essential oils with ultrasonic technology and creatingnegative ions during operation The machine can both cool and purify the air,support a healthy respiratory system, and create the perfect humidity for livingspace without causing condensation to create an uncomfortable feeling Costsavings Customers can experience the feeling of both using an air conditioner,smelling and purifying the air



 Target customer: The product is aimed at individuals, families, companies,

schools, and establishments using air conditioners Customers love comfort andconvenience Customer demand is high, they want to express themselves,improve their living standards Average salary from 5 million



 Payment: Cash payment, installment payment, credit card payment



 Distribution: Focus on selling in big cities such as Ho Chi Minh City, Hanoi,

Nha Trang, Phu Quoc, …

 Idea formation: In the context of modern technology, the use of mobile devices

like Smartphones has become common in daily life On average, each personspends 7-8 hours on mobile devices per day Each mobile device will have timeand battery capacity to use, after the mobile device runs out of battery, we have

to look for a charging device at that time In particular, for urgent cases butencounter situations such as forgetting to bring a charging device, not bringing abackup charger, no place to plug in a charging device, not finding a chargingdevice, etc The design that combines sneakers with a charging device canenhance the function of your sneakers wherever you are The device will besuitable for people who love to practice walking/jogging and have a sports spirit

 Description: a pair of sneakers designed with a removable sole that harnessed

kinetic energy from daily walking to charging mobile devices A device thatcollects energy from walking or jogging will be mounted in the sole of thesneakers to charge the mobile device The structure of the device to collect3

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energy includes a battery and a USB charger that is designed to be compact andmatch the sneaker Maybe you need to walk about 8km to be able to charge aSmartphone or other mobile device The product is a combination of sportspractice and a charging device

collects energy from walking or jogging will be mounted in the sole of thesneakers to charge the mobile device The structure of the device to collect3

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energy includes a battery and a USB charger that is designed to be compact andmatch the sneaker Maybe you need to walk about 8km to be able to charge aSmartphone or other mobile device The product is a combination of sportspractice and a charging device

 Target customer: The product is suitable for customers who love to explore and

are passionate about sports and exercise by participating in hiking and climbingactivities

 Distribution: Products will be sold at sneaker stores, distributed in HCMC

 Idea formation: I started braces from teeth in 2019 I always have a hard time

cleaning my teeth when I have to go out to eat My family and friends are facingsimilar difficulties It's really annoying when we can't clean our teeth wheneating out Therefore, I had the idea to create a protective tooth cover for when

we eat and drink to make oral hygiene easier in any situation.



 Description: Shaped like a transparent braces case, consists of a series of clear

trays (from 20 to 40 trays), which, depending on the condition of the teeth, aretailored for each individual Use Smart Track material Product make aprotective layer for teeth during eating and drinking for easy cleaning Reduce

the risk of dental problems.

 Target customer: The product will be suitable for customers aged 15 years and

older because, at this age, most customers have completed their dentalframework, completely replaced their teeth, it will be easy to shape the toothprotection mold

 Distribution: Products will be made in dental clinics.

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I.2 Evaluating the ideas

I.2.1 Idea formation process:

For screening all ideas and deciding to choose an idea of the best product/service, wewill apply the VRIN model with 4 elements: valuable, rare, inimitable, non-

HOA SEN UNIVERSITY

I.2 Evaluating the ideas

I.2.1 Idea formation process:

For screening all ideas and deciding to choose an idea of the best product/service, wewill apply the VRIN model with 4 elements: valuable, rare, inimitable, non-substitutable

 Valuable: Products/services from new ideas must bring value to the company,

like helping the company improve their weaknesses, promoting strengths,providing sustainable development opportunities for the company

 Rare: The scarcity and novelty of the idea that only your company has and

there's never been before If the product has value for the company but imitatesother ideas, that does not create uniqueness, rare to the product

 Inimitable: It is something that no competitors can easily imitate your

products

 Non-substitutable: Your product cannot have many other replaceable products.

If there are many other choices for your products, customers may choosecompetitors' products

Table 1: V-R-I-N model

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from the sole of the

sneakers

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from the sole of the

sneakers

After analyzing VRIN model, the ideas are selected as "Wireless charger for laptop" and "Case for teeth."

I.3 Choosing and ranking factors:

Meet Demand (25%): Regardless of whether a product or service is launched in themarket, it is aimed at the core purpose of which is to meet the needs of the market Tocreate a valuable product, firstly pay attention to the customer's needs Because a goodproduct or a good service can change the customer's view of the business The moreproduct value is to customers and profitable for the business Products are selected forlaunch based on new product development and improvement of existing products, sothese are considered potential products for the market Besides, this is also one of theimportant factors that will affect the business, including growth and customer loyalty.And this factor accounts for 25%

Differences (20%): In the market, there are always competitors to attract customers.For customers to feel the difference of the product is very important because when theproduct is outstanding and unique compared to other products on the market, thedifference of the product will be a competitive advantage and persuade customers tochoose products over competitors The difference is also a measure of the level ofpersuasion of customers compared to competitors So this "difference" is 20%

Price (20%): A customer's purchasing choice is heavily influenced by the price of aproduct This is the point that attracts customers to buy or use products/services For areasonable price, this will be a plus point for attracting customers The "price" factorcontributes to the evaluation of the product's value and quality Therefore, the "price"factor is 20%

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Convenience (15%): Convenience includes many factors: ease of use, value product,and multitasking This leads to behavior after the customer's purchase or use of theproduct The “convenience” factor accounts for 15% of the total

Satisfaction (20%): Satisfaction is expressed through the customer's satisfaction with

factor is 20%.

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Convenience (15%): Convenience includes many factors: ease of use, value product,and multitasking This leads to behavior after the customer's purchase or use of theproduct The “convenience” factor accounts for 15% of the total

Satisfaction (20%): Satisfaction is expressed through the customer's satisfaction withthe product A product or service has built trust and loyalty in customers, the productwill be more widely in the market With social media combined with word-of-mouthculture, customers' thoughts and feelings about the product can be transmitted to thosearound them The factor accounts for 20% of the total

Table 2: Ranking factors

Items Ratio Wireless charger for laptop Case for teeth

After analysis, discuss the two potential ideas above And score and evaluate based

on a 5-point scale We decided to choose the product idea "Case for teeth" to develop, produce and launch into the market

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I.4 Type of new product:

I.4 Type of new product:

Picture 1: Kind of our product in the market

PART II PRODUCT INNOVATION CHAPTER (PIC)

II.1 Background

Nowadays, customers give significant attention to improving their appearance Aboutthe past three years, we can see that Orthodontics really exploded with the benefits itbrings and as a spectacular transformation on appearance However, customers, whoare in the orthodontics process, facing some troubling issues in oral hygiene follow thedentist's instructions: often time-consuming and difficult to clean in some cases, as ithas to always carry dental hygiene kits with you (Brushes, toothpicks,mouthwashes, ) or cannot eat comfortably

So we want to bring our customers a solution to the convenience of oral hygienethrough the product "Case for Teeth" to meet needs for comfortable eating and oralhygiene easier In combination with dental facilities to provide the customer with themost suitable product

 Description of technology: SmartTrack is made from high quality multilayer

polyurethane, meeting medical standards to ensure safety for health TheSmartTrack material is a more comfortable fit than the single-layer plastic(EX30) SmartTrack is clear, strong, thin and flexible Hypoallergenic, inert, and

 Description of technology: SmartTrack is made from high quality multilayer

polyurethane, meeting medical standards to ensure safety for health TheSmartTrack material is a more comfortable fit than the single-layer plastic(EX30) SmartTrack is clear, strong, thin and flexible Hypoallergenic, inert, andbiologically stable, the SmartTrack material is FDA approved, and safe for use bychildren and adults The BPA-free SmartTrack is flexible and durable SimilarSmartForce features to the clinically proven SmartTrack material for easier jawmovement



 Target:

o Target market: Currently, the team wants to reach customers in Ho Chi MinhCity

o Target customer: Customers who have a need to care about oral health or are

in the process of braces or are being treated for dental problems The productwill be suitable for customers aged 15 and over because at this age, mostcustomers have replaced all of their baby teeth, completing the permanentmolars This will help shape the teeth for customers easier, customers canuse the product in a long and sustainable way



 POD :

o As the first tooth protection product on the market, different from dentalprotection products used in sports, it can serve most customers who have orare currently wearing braces

o The product's applicability is high, it can be used in all cases

o Simple design, using high-quality materials, extremely durable, evaluatedand performed by a team of dental experts

II.3 Goal and objective

II.3.1 Objective:

Exclusively develop and manufacture the Case for teeth product

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Well received by customers, becoming an essential product in the needs of oralhygiene and care

Based on the condition of each customer's teeth, the product will be designed to matchthe tooth mold, in order to achieve customer satisfaction when they have the

Exclusively develop and manufacture the Case for teeth product.

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Well received by customers, becoming an essential product in the needs of oralhygiene and care

Based on the condition of each customer's teeth, the product will be designed to matchthe tooth mold, in order to achieve customer satisfaction when they have theopportunity to experience the product

Products will be widely distributed at reputable dental clinics and pharmacies in theVietnamese market

II.4.1 Innovation: Launched for the first time in the market

If you are a person with specific needs or are in the process of orthodontics, you willhave heard of the necessary items for oral hygiene every time eating and drinking, but

it will be quite inconvenient if we are in a place where we do not have enoughconditions to be able to use such items Therefore, our team has researched,researched and launched the product "Case for teeth" with the function as a productthat both protects against breakage of plates (such as broken elastic bands, brokenbrackets, etc.) just clean your teeth every time you eat and drink Completelyconvenient and does not lose aesthetics for users, especially today young people tend

to upgrade themselves more

With SmartTrack material, it will help "Case for teeth" avoid the effects of bacteria,acids, and other chemicals from food environment, saliva, On the Vietnamesemarket, there are products that use similar SmartTrack materials to make "Invisaligntransparent orthodontics", however this product's main purpose is to use orthodontics,

so the price is quite high, hard plastic material is mainly used for shaping, so it is

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inconvenient for users Therefore, the product "Case for teeth" is the perfectcombination to bring customers an enjoyable experience and reasonable price

II.4.2 Time

Because this is the first product launched on the market, the time of announcement

transparent orthodontics , however this product s main purpose is to use orthodontics,

so the price is quite high, hard plastic material is mainly used for shaping, so it is

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inconvenient for users Therefore, the product "Case for teeth" is the perfectcombination to bring customers an enjoyable experience and reasonable price

II.4.2 Time

Because this is the first product launched on the market, the time of announcementmust be chosen to provide the most appropriate and absolutely confidentialinformation about the product before it is released to the public

The product "Case for teeth" can be launched on the market around the end ofDecember and the beginning of January because this is the time near Tet, people'sdemand for eating and drinking becomes more than ever This will be a reason foreveryone to have the opportunity to try this product

II.4.3 Copyright protection

Products will be registered with measures to protect intellectual property rights

PART III NEW PRODUCT PROCESS III.1 Phase 1: Opportunity Identification and Selection

III.1.1 Idea

The idea of the product "Case for teeth" was born from the problem that my teammember is facing, which is oral hygiene during orthodontics

Share of Hoang Hiep: “I started braces in 2019 I always have difficulty in cleaning

my teeth when I have to eat out My family and friends are having the same problem.It's really annoying when we can't clean our teeth when eating out So, I had the idea

to create a dental guard when we eat and drink to make it easier to clean our teeth inall situations, ensuring oral health for ourselves and everyone around

III.1.2 “Orthodontics” trend

Orthodontics are considered an explosive trend in the past 3 years One of thecosmetic methods used by many people to contribute to improving the aesthetics ofteeth in particular and appearance in general In addition, braces not only help us have

a beautiful smile, but most importantly, help to standardize the bite, improve chewing

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function, and overcome the situation of the face being misaligned and tight.significantly

However, with orthodontics comes the issue of oral hygiene There are manytraditional oral hygiene methods to remove food particles from the teeth to avoid

p pp g y p

a beautiful smile, but most importantly, help to standardize the bite, improve chewing

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function, and overcome the situation of the face being misaligned and tight.significantly

However, with orthodontics comes the issue of oral hygiene There are manytraditional oral hygiene methods to remove food particles from the teeth to avoidcausing gum problems, but most of them cause inconvenience to the user In fact,people with braces often find it difficult to clean their teeth at different locations.Improper hygiene or not completely removing leftover food on the teeth will affect thetreatment process and be the cause of some dental diseases

* Survey data to research the need for orthodontics:

The results of Mandall's study in Manchester school children 14-15 years old showedthat 48% did not need treatment, 34% needed moderate treatment and 18% neededvery much treatment While J Indian Soc Pedod prev Dent-March 2007 research onAsian and Caucasian children showed a dental health factor with 18.41% needing andvery needing treatment, quite close to the results of Mandall[7] , those in need oftreatment (including level 3,4,5) was 44.2% - more than a third of the population andstill less than the results of other studies

III.1.3 Eating out habits

The Covid 19 pandemic has severely affected the accommodation and cateringservices industry However, according to the data released by the General StatisticsOffice, in the end of 2018 and the beginning of 2019, the revenue of accommodationand food services is estimated at more than 45 trillion dong, up 0.5% compared to theprevious month and up 14.7% Life is so busy that buying food to cook at home andthen clean up becomes a burden for many people, especially in big cities, Vietnamesepeople tend to like to eat more and more

According to Assoc Prof Trinh Dinh Hai, Director of the Central Stomatology Hospital, there is an alarming situation in Vietnam today that about 90%

Odonto-of people have dental problems, mainly diseases Caries Habits Odonto-of snacking, eating onthe street, teeth must constantly be exposed to too much unclean food, many

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individuals have problems with oral hygiene, this leads to bad health consequences for

a long time dental health

III.1.4 Dental hygiene needs

Today, many oral care products are developed and launched into the market such as a

the street, teeth must constantly be exposed to too much unclean food, many

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individuals have problems with oral hygiene, this leads to bad health consequences for

a long time dental health

III.1.4 Dental hygiene needs

Today, many oral care products are developed and launched into the market such as aseries of toothpastes, electric toothbrushes, water flossers, etc However, theseproducts have no mechanical properties high performance because it cannot be used

in all cases Carrying when going out is also a problem because of its untidy size andshape

Therefore, the "case for teeth" product will be a savior for customers every time they

go out, without having to carry too many oral hygiene products, still ensuring theirteeth are clean Convenience and core value that the product brings, “Case for teeth”offers the optimal solution for oral hygiene The utility that the product brings toattract the trust and satisfaction of customers, and at the same time is a completelynew product on the market

III.2 Phase 2: Concept Generation

III.2.1 Concept information process

Table 3: Concept generation

Concept 1: Patronus I with two “Smart”

● Consisting of 2 transparent

trays, the top of each tooth

of the tray is reinforced

with a hardness to be

suitable for many different

eating situations

● Compact size, lightweight

High strength, good heat

● Smark Track – Smart material, made from high-quality multi-layer polyurethane plastic, meets medical standards to ensure safety for health

● The SmartTrack material is comfortable and fits better thanthe single-layer plastic (EX30)

● Creates a transparent film

to protect teeth from foodplaque

● Protect teeth from conditions such as brackets falling off, breaking rubber bands, and foods that stain teeth13

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● Reduce the risk of dental problems

● Effectively support the dental treatment process

● Compact size, lightweight

High strength, good heat

comfortable and fits better thanthe single-layer plastic (EX30)

breaking rubber bands, and foods that stain teeth13

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● SmartTrack does not contain BPA plastic

● Smart Force, a generating feature based on an attachment system, are plastic buttons, attached directly on the inside of each tooth on the case, to create grip points for the case and tooth

force-● Reduce the risk of dental problems

● Effectively support the dental treatment process

● Avoid having to clean your teeth repeatedly withprevious products

Concept 2: Ptronus I with “size”

● Same as the previous

concept The case size is

right to match the shape of

the teeth, comfortable teeth

movement

●

● Continue like concept 1, we will use suitable plastic materials to create products

● Customers (ages 15 and up) will only need to get tooth size data once from the dental clinic

to have data and give it to our case manufacturing company

● Same as the previous concept Ensure gave the most comfortable experience for users in chewing food

● Fixed-size separately for each customer, helping the case grip firmly, 14

to have data and give it to our case manufacturing company.

each customer, helping the case grip firmly, 14