Product Planning and Development

Introduction of IE

Product Planning and Development

Jurusan Teknik Industri Universitas Brawijaya

8-1

Why It’s Important? • Product planning allows a business to make or sell products that are wanted by customers. • Product planning also is used to design appropriate marketing programs that help create increased sales and profit opportunities.

8-2

Product • A product is anything a person receives in an exchange. A product can be a tangible item (car), a service (haircut), an idea (a good education)

8-3

Product Set of tangible and intangible attributes

Want-satisfaction in the form of benefits 8-4

May be a good, service, place, person, or idea

Product More Than a Set of Attributes

8-5

Product Planning • Product planning involves making decisions about those features that are needed to sell a business’s products, services, or ideas. • These decisions relate to product features, such as packaging, labeling, and branding, as well as the services, such as product warranties, necessary to support the produce.

8-6

What is Engineering Design? • The systematic and creative application of scientific and mathematical principles to practical ends such as the design, manufacture, and operation of efficient and economical structures, machines, processes, and systems.

8-7

Classification of Products

8-8

Consumer

Business

Intended for personal consumption or household use

Intended for resale, producing other products, providing services in organization

Importance of Product Innovation Requirement for growth

“Innovate or Die”

High failure rates No differentiation, Does not deliver on promise, Poor value 8-9

Stages in the Development Process

8-10

Sustaining Product Sales The Product Life Cycle A product like cycle represents the stages that a product goes thorough during its life. • There are four(five) stages of the life cycle: introduction, growth, maturity, and decline(decision point). • As each stage in the product life cycle is reached, marketers must adjust their product mix and their marketing strategies to ensure continued sales.

8-11

A Typical Product Life Cycle

8-12

A Typical Product Life Cycle Products tend to go through five stages: 1. 2. 3. 4. 5.

Introduction Growth Maturity Decline Decision Point

Note: New product development is very expensive ,no sales revenue, losses

8-13

A Typical Product Life Cycle Introduction stage – cost high – sales volume low – no/little competition - competitive manufacturers watch for acceptance/segment growth – losses – demand has to be created – customers have to be prompted to try the product 8-14

A Typical Product Life Cycle Growth stage – – – – –

costs reduced due to economies of scale sales volume increases significantly profitability public awareness competition begins to increase with a few new players in establishing market – prices to maximize market share 8-15

A Typical Product Life Cycle • Mature stage – costs are very low as you are well established in market & no need for publicity. – sales volume peaks – increase in competitive offerings – prices tend to drop due to the proliferation of competing products – brand differentiation, feature diversification, as each player seeks to differentiate from competition with "how much product" is offered – very profitable 8-16

A Typical Product Life Cycle • Decline or Stability stage – – – –

costs become counter-optimal sales volume decline or stabilize prices, profitability diminish profit becomes more a challenge of production/distribution efficiency than increased sales

• Decision Point –Drop product? 8-17

Nontraditional Product Life Cycle Some products do not align with those in the traditional product life cycle.

8-18

• Fads

• Niche Markets

• Trends

• Seasonal Markets

Nontraditional Product Life Cycle • A fad is a product, service or idea that is extremely popular for a very brief period of time, and then becomes unpopular just as quickly. •

• A niche is a small section of the market that a busines dominates. Because this market is so small, there is little competition. •

Example-Bakery that only sells glutten free items.

•

For seasonal items the consumer

Example -Pogs

• A trend is a mass movement

demand changes with the time of year. Sales will peak in one season and decline at other times.These seasonal shifts do not align with those in the traditional product life cycle.

toward a style or value and can result in a number of products that take on a traditional product life cycle. •

8-19

Example- People want healthier foods

•

Examples- Halloween costumes are not popular in December. Christmas trees and snow blowers are not popular in August.

The basic purpose of any organization is to provide products or services to their customers. Thus, the design of these products and services is essential to the livelihood of a company.

But, what are the characteristics of an Effective Design?

8-20

Effective Design

Effective designs provide a competitive edge by: • Bringing new ideas to the market quickly • Doing a better job of satisfying customer needs

• Making new products easier to manufacture, use, and repair than existing products

8-21

What is a “New” Product?

Really innovative

Significantly different

Imitative

8-22

Types of Design and Redesign • Original Design (or Inventing) Involves elaborating, original solutions for a given task. The result of original design is an invention.

• Adaptive Design (or Synthesis) Involves adapting a known system to a changed task or evolving a significant subsystem of a current product (such as antilock brakes).

• Variant Design (or Modification) Involves varying the parameters (size, geometry, material properties, control parameters, etc.) of certain aspects of a product to develop a new and more robust design.

8-23

Product Design: • • • •

8-24

Specifies which materials are to be used Determines dimensions and tolerances Defines the appearance of the product Sets standards for performance.

Design has a tremendous impact on the quality of a final product or service. Quality in the design process involves: • Matching product or service characteristics with customer requirements • Ensuring that customer requirements are met in the simplest and least costly manner • Reducing the time required to design a new product or service, and • Minimizing the revisions necessary to make a design workable.

8-25

A chair with a steel frame and a chair with a wooden frame are quite different. Often the steel frames are tabular or thin L or H section steel, whereas wooden chairs have thick solid legs. Why? What would happen if a wooden chair were made using the design for a metal one and vice versa?

8-26

26

To design a system that involves humans, we have to understand humans, their physiological, psychological and social aspects and how they interact with the other components of the system

8-27

27

Bad Design (1) What’s wrong with the design of this knife? Although you can tell which end is the handle and which end is the blade, it isn't clear which side of the blade cuts

8-28

28

Bad Design (2) What’s wrong with the design of this stove? It is difficult to tell which control goes with which burner

8-29

Good design Arrange the controls in the same configuration as the burners. It is quite easy to tell which burner goes with which control 29

Bad Design (3) What’s wrong with the design of this Boombox?

8-30

People generally expect the controls for a device to be on or close to the device. In this example, the CD buttons should be put next to the CD player and the tape buttons should be put next to the tape player. 30

Good Design (1) Fun, educational, selfexplanatory

LeapFrog's "Twist and shout multiplication"

8-31

31

Good Design (2)

Simple, elegant, easy to use, easy to clean

8-32

32

How to Make Good Design • Recognize that systems are built for users and thus must be designed for the users • Recognize individual differences • Recognize that the design of things and procedures can influence human behavior and well-being • Emphasize empirical data & evaluation • Rely on scientific method • Recognize that things, procedures, environments, and people do not exist in isolation 8-33

33

Sources of idea generation • Surveying suppliers, distributors, and salespersons • Monitoring trade journals • Analyzing warranty claims, customer complaints, and other failures • Surveying potential customers • Bench marking: Comparing a product or process against the best-in-class product. • Reverse engineering: Carefully dismantling a competitor’s product in order to improve one’s own product. 8-34

Involvement of Different Functional Departments in the Design Process Marketing Department takes the idea and: • Forms a product concept • Conducts a study on the feasibility of the proposed product or service • If the proposed product meets certain expectations, performance specifications are developed.

8-35

Involvement of Different Functional Departments in the Design Process • Design Engineers take the performance specifications and: • Develop preliminary technical specifications, and later • Develop detailed design specifications.

• Manufacturing Engineers take the detailed performance specifications and: • Develop a process plan that includes specific requirements for equipment, tooling, and fixtures.

• Production Engineers take these manufacturing specifications and schedule production

8-36

THE DESIGN PROCESS

Idea generation

Feasibility study

Product Yes Preliminary feasible? design No

Final design

Prototype

Process planning

Design & Manufacturing Specifications

Manufacturing 8-37

A Decision Making Process – Idea generation & pre-design planning Flexibility – Customer Requirements – Functional Specification – Product Specifications – Concept Generation – Concept Selection – Engineering Design – Engineering Evaluation – Prototype and Testing

• Manufacturing Design Cost 8-38

Breaking Down Barriers

8-39

Final design is concerned with how the product will perform. It consists of three phases: 1. Functional design is concerned with how the product will perform. 2. Form design refers to the physical appearance of a product. 3. Production design is concerned with the ease and cost of manufacturing the product.

8-40

Listening to Customers

8-41

Customers’ Requirements • Normal Requirements are typically what we get by just asking customers what they want. • Expected Requirements are often so basic the customer may fail to mention them - until we fail to perform them. For example, if coffee is served hot, customers barely notice it. If it's cold or too hot, dissatisfaction occurs. Expected requirements must be fulfilled. • Exciting Requirements are difficult to discover. They are beyond the customer's expectations. For example, if full meals were served on a flight from Chicago to Indianapolis, that would be exciting. If not, customers would hardly complain. 8-42

Kano Model [Noriaki Kano 1984]. 8-43

QUALITY FUNCTION DEPLOYMENT  Quality Function Deployment  Voice of the customer  House of quality

QFD: An approach that integrates the “voice of the customer” into the product and service development process. 8-44

• Suatu perangkat QFD adalah rumah kualitas (house of quality). • Rumah kualitas adalah bagian dari proses penyebaran fungsi kualitas yang menggunakan matriks perencanaan untuk menghubungkan keinginan pelanggan dengan bagaimana perusahaan akan memenuhi keinginan tersebut.

8-45

Quality Function Deployment • Identify customer wants • Identify how the good/service will satisfy customer wants • Relate customer wants to product hows • Identify relationships between the firm’s hows • Develop importance ratings • Evaluate competing products 8-46

Hubungan antara hal-hal yang dapat kita lakukan

Tingkat kepentingan pelanggan (5 = tertinggi)

Apa yang dapat kita lakukan (bagaimana organisasi akan menterjemahkan keinginan pelanggan pada atribut-atribut produk dan proses serta sasaran desain G = baik

Apa yang diinginkan pelanggan

F = sedang P = jelek Penilaian kompetitif Seberapa baik halhal yang kita kerjakan memenuhi keinginan pelanggan (matriks hubungan)

Nilai-nilai sasaran (atribut teknis)

Evaluasi teknis

8-47

Nilai-nilai dengan pembobotan


Ringan

Desain ergonomis

Paint pallet

Autoexposure

Autofocus

Komponen aluminium


Kebutuhan hemat listrik


Apa yang dapat kita lakukan (bagaimana organisasi akan menterjemahkan keinginan pelanggan pada atribut-atribut produk dan proses serta sasaran desain G = baik F = sedang P = jelek Penilaian kompetitif

Mudah digunakan Dapat diandalkan Mudah dipegang dengan stabil Koreksi warna


Evaluasi teknis

8-48

Seberapa baik halhal yang kita kerjakan memenuhi keinginan pelanggan (matriks hubungan)

Nilai-nilai dengan pembobotan

*

= Hub yg sedang (3)


*

*

*

4

Dapat diandalkan

5

Mudah dipegang dengan stabil

2

Koreksi warna

1

Evaluasi teknis

8-49

Desain ergonomis

Paint pallet

*

Autoexposure

Autofocus

*

3 *

Mudah digunakan


Komponen aluminium



Tingkat kepentingan kami

*

*


Ringan

= Hub yg tinggi (5)

27

F = sedang P = jelek Penilaian kompetitif

*

Seberapa baik halhal yang kita kerjakan memenuhi keinginan pelanggan (matriks hubungan)

* 9


*

*

22

= Hub yg rendah (1)

27 32 25

Nilai-nilai dengan pembobotan = 25 (1x3)+(3x4)+(2x5)

*

= Hub yg sedang (3)


*

*

*

5


2

Koreksi warna

1

Evaluasi teknis

8-50

Desain ergonomis

Paint pallet

Autoexposure

Autofocus

* * * 22

9

27

Kantor B

Dapat diandalkan

*

Kantor A

4


*

3 *

Mudah digunakan


Komponen aluminium



*

= Hub yg rendah (1)


*

*


Ringan

= Hub yg tinggi (5)

G

P

G

P

F

P

G P

P P


27 32 25


*

= Hub yg sedang (3)


*

*

*

Koreksi warna

1

* * 27

27 32 25


Peningkatan panel

9

Kegagala 1/10.000

22

2 lingkaran


0,7 60% yes

1

ok

G

0,6 50% yes

2

ok

F

0,5 75% yes

2

ok

G

Kantor B

2

Kantor A


2’ untuk ∞

5

*

75 %

Dapat diandalkan

*

0,5 A

4

Desain ergonomis

Paint pallet

Autoexposure

Autofocus

*

3 *

Mudah digunakan

Evaluasi teknis

8-51

Komponen aluminium



*

= Hub yg rendah (1)


*

*


Ringan

= Hub yg tinggi (5)

G

P

G

P

F

P

G P

P P



Customer Requirements •Peels a variety of produce •Works both right and left handed

CUSTOMER COMMENTS

•Creates minimal waste

“Carrots and potatoes are very different.”

•Saves time

“I cut myself with this one.”

•Durable

“I just leave the skin on.”

•Easy to clean

“I’m left-handed. I use a knife.”

•Safe to use and store

“This one is fast, but it takes a lot off.”

•Comfortable to use

“How do you peel a squash?”

•Stays sharp or is sharpenable

“Here’s a rusty one.” “This looked OK in the store.”

8-52

•

Select a household product of your choice, your goal will be to describe how you think this design evolved. By looking at the product, can you tell: 1. How and why the device functions? Can you describe how it works, what energy sources are used, and what purpose that function serves? 2. How was human engineering involved? How would the human/machine interface affect this design? What safety issues would have been involved?

3. Why the original designers selected the materials used? What properties of the materials were most important in selecting them? 4. What features make this product unique? Compared to similar items, are there features on your example that would identify this as a better product? 5. How was the production process affected by this design? Are there specific features that might have been added to make production more efficient? 8-53

• As your analysis continues, choose one aspect of the design that intrigues you. Study the design used, and consider how you might improve on it. – Develop a list of alternatives, and compare them to the existing design. – Develop some criteria that may help you select one of your alternatives as most likely to succeed. – Finally, select one alternative, and describe how it improves on the existing design, what its limitations are, and why you think this is a better alternative than the existing design.

8-54

Good Luck with your designs!

8-55

Product Planning and Development

Recommend Documents