UNIVERSITI KUALA LUMPUR

Malaysian Institute of Chemical & Bioengineering Technology (MICET)

INNOVATION MANAGEMENT

MPU3242

INNOVATION DAY

ShieldEX Enterprise: Lit-Glo Glass Cleaner

GROUP MEMBERS ID NO

MUHAMMAD LUQMAN IZZUDDIN BIN SUHAIMI 55214117133

MUHAMMAD FIRDAUS BIN MAMAT 55217117224

AHMAD KHALID JAAFAR BIN BADRUL HISHAM 55213117177

MOHAMAD IMAD EL KHEIR 55213117149

Submitted To:

Mr. Abd Razak Bin Haji Mohd Yusoff

TABLE OF CONTENTS

TABLE OF CONTENTS ....................................................................................................... ii

1.0 PRODUCT APPLICATION ............................................................................................. 1
1.1 PRODUCT OVERVIEW .......................................................................................... 1
1.2 RESEARCH & DEVELOPMENT (R&D) ................................................................. 4
2.0 STRENGTH, WEAKNESS, OPPORTUNITIES, THREATS (SWOT) ANALYSIS ............ 7
3.0 TARGET CUSTOMER ............................................................................................... 9
3.1 DISTRIBUTION STRATEGY ..................................................................................... 11
4.0 CUSTOMER VALUE .................................................................................................... 12
5.0 CONCLUSION .............................................................................................................. 14
6.0 REFERENCES ......................................................................................................... 15

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 LIST OF FIGURES

Figure 1.1 shows the front view and the back view of the Lit-Glo Glass Cleaner. .................. 1
Figure 1.2 shows the front label of the Lit-Glo Glass Cleaner. ............................................... 2
Figure 1.3 shows the rear label of the Lit-Glo Glass Cleaner................................................. 2
Figure 1.4 shows the poster developed for Innovation Day 2019. ......................................... 6

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1.0 PRODUCT APPLICATION

1.1 PRODUCT OVERVIEW

Today's cleaning agents are loaded with highly toxic chemicals and hazardous
substances. Thus, it poses risks to humans in terms of health and also harms the environment.
Meanwhile, natural cleaning agents from plant sources are more environmentally friendly and
reduces any potential damage to human health.

Lit-Glo Glass Cleaner is a natural cleaning agent composed of distilled water, vinegar,
lemongrass, pine, borax (sodium borate), and ingredient X. This glass cleaner is a
multipurpose surface cleaner which able to clean every type of surfaces such as glass, wood,
plastics, and others. Apart from that, this surface cleaner repels any pests such as lizards,
cockroaches, and also flies. It leaves a special coating after spraying, which avoids any dust
or dirt from sticking on the surface. Thus, various benefits could be achieved from using Lit-
Glo Glass Cleaner, which is streak-free, fast-drying, pest repellent, it leaves a shiny surface,
and also leaves a fresh fragrance.

Figure 1.1 shows the front view and the back view of the Lit-Glo Glass Cleaner.

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 i. Core Technologies
For industrial-scale manufacturing, Lit-Glo Glass Cleaner was produced by using a
modern machine such as a mixer, packaging, and labeling machine and the usage of a big-
scale storage tank. The technologies were bought directly from alibaba.com, the world's
leading supplier for company needs. The device bought was newly designed and had a long
term warranty. Ease of use for all technological equipment in our company is sure to deliver
the best expectation and prevent any misconduct from our workers.

Figure 1.2 shows the front label of the Lit-Glo Glass Cleaner.

Figure 1.3 shows the rear label of the Lit-Glo Glass Cleaner.

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 ii. Current Development
Due to our company's high-end technology usage with a fully equipped laboratory,
we make sure that all our products were sent out to the customer in the best form available
for maximum satisfaction. Our company will always upgrade our product in every term, such
as volume, consistency, effectiveness as well as ease of use. Raw materials bought were put
to the test to prevent any defect as well as to make sure each product contains the ideally
desired amount of materials. In the case of newly developed materials, our company will put
the product to the test and reconsider to re-design our product or create a new product
invention.

iii. Future Plan

For our company vision of the future in the long term, we hope that our company was
located in each state across Malaysia, each one of it with its own product invention and
research laboratory, each based on cleaning products. Other than that, we would appreciate
it if our products were able to win national product awards to attract even more customers into
buying our products. Shipping our products overseas would be such ease if our company
globally recognized as the world's best cleaning product supplies. We would also love to
expand our business by making custom cleaning products according to our customer demand.
Due to our fully capable workers and our own research laboratory, this would be a possible
action our company would undertake to give our customers a good impression.

In the short term, we hope that our logistic were able to deliver our products to the
customer on the exact delivery time, with the products were all in perfect condition. Other than
that, our company will provide some free gifts such as accessories, wipe cloth, or limited
edition spray bottle to increase customer first impression. When a big batch was ordered
directly from another company, we would provide some souvenirs to improve our customer
pleasure.

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 1.2 RESEARCH & DEVELOPMENT (R&D)

Research and development of ShieldEX Enterprise have been built upon the
foundation of high-performance products that meet customer expectations without harming
people, property, or the environment through the innovation of products, processes, and
marketing.

ShieldEX Enterprise research and development has adopted a chemical substance

policy that incorporates artificial information review, regulatory oversight, and support for
green chemistry research and development. Lit-Glo contains natural (instead of synthetic)
agents, breaks down quickly in the environment and poses less of a toxic threat to humans
and ecosystems. Besides that, the toxicity of each ingredient used in our cleaning product had
been examined to ensure safe use by the customers. Chemical substances used for
compounding are screened for human and environmental attributes. Only the most harmless
substances in a class are considered for product development. We go beyond being compliant
in meeting current environmental regulations. ShieldEX Enterprise does not manufacture
chemical substances as defined by The Toxic Substances Control Act of 1976. Lit-Glo is put
through a rigorous test in our application laboratories to ensure we produce the best glass
cleaning product. Our standard cleaning requirements are not just met but exceeded at every
stage, from evaluation and testing to implementation.

Hazards of Lit-Glo must be identified to ensure it can be used safely. During Lit-Glo
development, Research & Development works closely with Graphics, Technical Service,
Information Technology, Customer Service, Risk Management, Operations, and Quality
Control to ensure employees and end-users, as well as transportation and distribution
partners, receive information regarding those hazards. Information regarding industrial and
institutional cleaning products, in the form of labeling and Safety Data Sheets, is regulated in
the United States by the Occupational Safety and Health Administration. Other information
required by national and state standards also included. Additionally, process safety
procedures developed to prevent unintentional worst-case-scenario hazards from occurring
during manufacturing; spill response plans and training must be implemented. For instance,
labels on the product in which include product Identification, hazardous ingredients, first aid,
how to dilute, use, store, and handle.

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 Storage Stability of a product can be defined as the study of the product over time. Lit-
Glo shelf life was determined because it is essential to ensure regulatory compliance, product
safety, and consumer satisfaction. Physical appearance, odor, viscosity, microbial challenge,
and active ingredient concentration were studied.

Other than that, the stability of the packaging was also considered. Manufacturers of
standard household cleaning products seek packaging for their products that suits a variety of
needs. Lit-Glo possesses a lot of benefits since it is child-resistant, environmentally friendly,
cost-effective, lightweight for easy transportation, and aesthetically attractive. It has become
increasingly important to use recyclable materials, and thus high-density polyethylene (HDPE)
was used for the packaging of Lit-Glo. It is considered as the best kind of plastic for cleaning
products. Also, able to resist UV penetration, withstand extreme temperatures, and is a non-
leaching translucent plastic. It is perfect for products that contain strong chemicals, as many
conventional household cleaning products do, such as detergents and floor cleaners.

The employment of plastic containers is cost-effective. It reduces freight costs, as it is less

costly to ship than glass or metal. Due to its cost-effectiveness, plastic has been the most
popular material used for bottles and containers over the last thirty years. Our packaging
molds into attractive shapes since plastic is easy and efficient to shape. The aesthetic appeal
of a product is key to a strong shelf presence and helps drive the purchase of Lit-Glo in the
market. Packaging design is significant to attract customers and compete with existing or new
glass cleaning products.

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Figure 1.4 shows the poster developed for Innovation Day 2019.

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2.0 STRENGTH, WEAKNESS, OPPORTUNITIES, THREATS (SWOT) ANALYSIS

Strengths
• Environmental friendly product
• Affordable and reasonable
• Suitable for all type of glasses
Weaknesses
• The difficulty of establishing brand
equity as a start-up company.
• Fake products with similar
sounding names affects brand and
sales

Opportunities Threats
• Use social media to promote our • People prefering international,
product better known brand
• Can diversify into other types of • Competitors have a similar product
cleansing products
• Lot of big buildings are build with
glasses as their walls also a lot of
windows

Figure 2.1: SWOT Analysis for the Lit-Glo Glass Cleaner

Our product has its own uniqueness as it is made from environmental-friendly

ingredient. The company intend to appropriate a challenge of to apply Green Technology into
the product. The product protects against harmful bacteria and promote a healthy living
environment. Furthermore, the product can be used for everyone except for children where it
may be dangerously misused. Other advantages are that our product is affordable and
reasonable compared to the other product. A lot of competitors in the market with similar
products are not as reliable and more expensive. Moreover, our product is suitable for all type
of glasses and it can also be used for multipurpose glass cleaner for example mirror and
electronic devices.

The company that is in the competition are Mr. Muscle, Ajax and many more. All these
brands have the most recognizable companies and has established brand name not only
domestically but also internationally. It may be difficult to gain customer as our company is still
new in this industry. Plus, fake products with similar sounding with our product name can
affects our brand and sales as they are still growing.

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 Rather than looking at the weakness, we can also explore opportunities such as social
media. It could be a real marketing opportunity. Instead of just having an informational website,
our business could put up a Facebook page and open a Twitter account to try and reach out
to old and new customers. Big buildings with lots of glass windows also gives us a customer
opportunity as they are a lot of them especially in the cities.

Lastly, the threats that our company may faces are people preferring international,
better known brands than local ones like ours. This is because they do not want to gamble
with the effectiveness of the cleaner. The international brand is proven effective even though
it is expensive and full of chemicals. Our product is safer and is free of any chemicals, but it
needs a good marketing to fully convince the customer. Besides that, competition between
companies that have substitute product with us can also be a possible threat.

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 3.0 TARGET CUSTOMER

In order to increase the profit of the company and to achieve the product’s objective, the target
customer or target market should be done properly. The following places are the target market
for this company to develop and to boost the popularity of the product.

1. Hypermarket
2. Supermarket
3. Car workshop
4. Retail Chain Stores
5. Pharmacies

CLEANING
CAR WASH
COMPANY

Target
Market

RESTAURANT DAILY
HOTEL & USER
OFFICE

Figure 3.1 Target Market of Lit-Glo Glass Cleaner

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GIANT

MYDIN

GUARDIAN

WATSON

SHINE CAR WASH

Figure 2.3 Example of Brands of Target Markets

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 The diagram above shows the main target market for our product which is Lit-Glo. A
target market, or target audience, is the pool of customers to whom you want to potentially
sell your products or services. It’s only made up of the people who are good fits for your
products. The main target market is chosen based on the consumer’s demands. Car wash
companies will use the glass cleaner to clean the car mirrors. For the cleaning company they
will use our product to clean all type of glasses such as mirrors, windows, glass door and any
reflective and shiny surfaces. Next, for the daily users, they will use our product to clean the
window of their own house. Besides, for the restaurant, hotel and office their own cleaner can
use the product to clean the windows and glass walls in their building. This shows that our
product has a very high demand from all of the target audience that has been stated.

3.1 DISTRIBUTION STRATEGY

MANUFACTURER/
DISTRIBUTOR WHOLESALER

CONSUMERS DEALERS, RETAILER,

& HYPERMARKET &
CUSTOMERS SUPERMARKET

Figure 3: Flow of Distribution

Based on the flow chart above, it shows the flow of the distribution of the product from
the manufacturer to the consumer. When the product is completely prepared by the
manufacturer, they will supply the product to the wholesaler. The wholesaler will supply the
product to all of the dealers, retailers, hypermarkets and supermarkets. The company also
provides the transportation used such as lorries and trucks for distribution of physical and
logistics to delivers the products to the wholesaler. The wholesaler will distribute the product
to the dealers, hypermarkets, retailers, supermarkets. The consumer will buy the product
through the stated target markets.

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4.0 CUSTOMER VALUE

Nowadays the global glass cleaning product market size will increase to Million US$
by 2025, from Million US$ in 2017 at Glass Cleaner Growth Rate (CAGR) of during the
forecast period. In 2017, has been considered as the base year and 2018 to 2025 as the
forecast period to estimate the market size for glass cleaner.

Rising awareness regarding the various benefits of using Lit Glo glass cleaning with
multipurpose has resulted in a rise in their demand over the last few years. This has also
boosted the demand for natural product and organic substance product, making it major sector
in the glass cleaning or surface cleaning (tiles, tables, door and others). This organic product
are derived from natural resources and are free from harmful chemical and safe to be
use. Moreover, these products are considered to be skin friendly in nature, which, in turn, has
increased its application in numerous areas. Figure 1 shows the bar chart of the market size
for the glass cleaner from 2015 until 2025.

Figure 4.1: Bar chart of the market size for glass cleaner from 2015 until 2025 (Natural
household market size, 2019)

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 Over the past few years, extensive usage of conventional household cleaning products
including floor, fabric, and glass cleaners, has resulted in increasing the occurrences of
various chronic diseases. Harmful chemicals present in the cleaners got absorbed into the
skin and sometimes it inhaled, which may cause chronic diseases including asthma and skin
irritation. According to a report published by the American Thoracic Society's American
Journal of Respiratory and Critical Care Medicine, in 2018, the chemicals present in the
cleaning products are very hazardous to the human health. It may impact human lungs as bad
as smoking 20 cigarettes on a daily basis. These side-effects have forced consumers to prefer
natural cleaning products.

Increasing concerns over germs, virus, and bacteria in the living spaces, coupled with
rising awareness regarding health and hygiene, led to a rise in demand for natural products
with antimicrobial and disinfectant properties. In addition, governments across the globe are
taking initiatives to remove or reduce the content of harmful chemicals from household
cleaning products. For instance, in March 2015, the United States Environmental Protection
Agency made necessary changes under Toxic Substances Control Act and banned entire
class of hazardous chemicals in household cleaning products. These initiatives are expected
to play a key role in driving the home care manufacturers to increase their spending on the
launch of new natural household cleaners.

By the product insight, surface cleaners were the largest product segment, with a share
of more than 50.0% in 2018. Increasing potential threat of spreading of bacterial diseases and
infections due to contaminated floors and surfaces has also fuelled the demand for surface
cleaners. In order to cater to the significant rise in the demand for natural cleaners among
consumers, the manufacturers are focusing on new product launches, technology innovations,
and expansion of their production capacity. For instance, in April 2018, Saje Natural Business,
a company pioneered in manufacturing plant based products, launched a range of home
cleaning products including multi-purpose cleaner, glass cleaner, tub and tile cleaner, dish
soap, biodegradable cleaning cloths, and fabric cleaner, which are 100% natural cleaning
products. The company is focused on offering natural products to the health and hygiene
concerned customers.

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5.0 CONCLUSION

In conclusion, Lit-Glo Glass Cleaner is a natural cleaning agent, that is a multipurpose

surface cleaner which able to clean every type of surfaces, and also repels any pests. It leaves
a special coating after spraying, which avoids any dust or dirt from sticking on the surface.
There are 3 main aspects of this products; which consists of core technologies, where Lit-Glo
Glass Cleaner was produced by using a modern machine such as a mixer, packaging, and
labelling machine and the usage of a big-scale storage tank; current development, where
company will always upgrade our product in every term, such as volume, consistency,
effectiveness as well as ease of use to satisfy our customers; and future plan, where our
company will hopefully expand and be globally recognized as a leading glass cleaner
manufacturers. Other than that, ShieldEX Enterprise research and development has adopted
a chemical substance policy that incorporates artificial information review, regulatory
oversight, and support for green chemistry research and development. Our standard cleaning
requirements are not just met but exceeded at every stage, from evaluation and testing to
implementation. Additionally, process safety procedures developed to prevent unintentional
worst-case-scenario hazards from occurring during manufacturing; spill response plans and
training must be implemented. For instance, labels on the product in which include product
Identification, hazardous ingredients, first aid, how to dilute, use, store, and handle. Based on
the SWOT Analysis, our product has a many strengths and opportunities, such as it is an
environmentally friendly product, and it can be also diverse into other types of cleaning
products. The main weakness of the product is that it is quite difficult for a startup company to
compete with establishing brands. Our amin target customers include car wash companies,
cleaning company, restaurants, hotels, offices, and also household daily uses. The main
location for distribution of our product is Giant, Mydin, Guardian, and Watsons. The consumer
can easily obtain our product from the stated target markets. Rising awareness regarding the
various benefits of using Lit Glo glass cleaning with multipurpose has resulted in a rise in their
demand over the last few years. This has also boosted the demand for natural product and
organic substance product. Thus, it can be said that our company will be beneficial to the
community and consumers, in terms of cleanliness and hygienic purposes, without causing
any more damage to the environment.

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6.0 REFERENCES

Cleaner, G., Aerosols, A., Classified, N., & Classified, N. (2016). Glass Cleaner Glass
Cleaner, 1–9.

Global Glass Cleaner Market Insights, Forecast to 2025. (n.d.). Retrieved November 17, 2019,
from https://www.decisiondatabases.com/ip/477-glass-cleaner-industry-market-report.

Natural Household Cleaners Market Size, Share: Industry Report, 2025. (n.d.). Retrieved
November 17, 2019, from https://www.grandviewresearch.com/industry-
analysis/natural-household-cleaners-market.

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