4#Product Planning

8/19/2019 4#Product Planning

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Product Planning

and evelopment

Introduction of IE

Rahmi Yuniarti,ST.,MT

Jurusan Teknik Industri

Universitas Brawijaya


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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.


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Product

• A product is anything a person receives in

an exchange. A product can be a tangible

item (car), a service (haircut), an idea (agood education)

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Product

Set of tangible

and intangible

attributes May be a good,

service, place,

person, or idea

Want-satisfaction

in the form

of benefits


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ProductMore Than a Set of Attributes


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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.

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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.


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Classification of Products

Consumer

Intended for

personal

consumption or

household use

Business

Intended for

resale

producing

other products

providing

services

in organization


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Importance of Product Innovation

Requirement for growth

“Innovate or Die”

High failure rates

No differentiation,Does not deliver on promise,

Poor value


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Stages in the Development Process


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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.


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A Typical Product Life Cycle

http://www.answers.com/topic/productlifecycle-png


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Products tend to go through five stages:

1. Introduction

2. Growth3. Maturity

4. Decline

5. Decision Point

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

http://www.answers.com/topic/revenuehttp://www.answers.com/topic/revenue


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I ntroduction stage

– cost high

– sales volume low

– no/little competition - competitivemanufacturers watch for acceptance/segmentgrowth

– losses – demand has to be created

– customers have to be prompted to try the product

http://www.answers.com/topic/economic-growth-2http://www.answers.com/topic/economic-growth-2http://www.answers.com/topic/economic-growth-2http://www.answers.com/topic/economic-growth-2


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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

http://www.answers.com/topic/economies-of-scale-2http://www.answers.com/topic/profitability-1http://www.answers.com/topic/profitability-1http://www.answers.com/topic/economies-of-scale-2


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• 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 "howmuch product" is offered

– very profitable

http://www.answers.com/topic/diversification-financehttp://www.answers.com/topic/diversification-finance


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• Decline or Stabi l i ty stage – costs become counter-optimal

– sales volume decline or stabilize

– prices, profitability diminish

– profit becomes more a challenge of

production/distribution efficiency than increasedsales

• Decision Point – Drop product?


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Nontraditional Product Life Cycle

Some products do not align with those in the traditional product life cycle.

• Fads

• Trends

• Niche Markets

• Seasonal Markets

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Nontraditional Product Life Cycle

• A fad is a product, service oridea that is extremely popular for

a very brief period of time, and

then becomes unpopular just as

quickly.

• Example -Pogs

• A niche is a small section of themarket that a busines dominates.

Because this market is so small,

there is little competition.

• Example-Bakery that only sells glutten

free items.

• A trend is a mass movementtoward a style or value and can

result in a number of products thattake on a traditional product life

cycle.

• Example- People want healthier foods

• For seasonal items the consumerdemand 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.

• Examples- Halloween costumes are not popular

in December. Christmas trees and snow blowers

are not popular in August.


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Thus, the design of theseproducts and services is

essential to the livelihood

of a company.

But, what are the

characteristics of anEffective Design?

The basic purpose of any organization is to

provide products or services to their customers.


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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


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What is a “New” Product?

Really

innovative

Significantly

different

Imitative


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Types of Design and Redesign

• Original Design (or I nventing)

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 M odif ication)

Involves varying the parameters (size, geometry, material properties,

control parameters, etc.) of certain aspects of a product to develop anew and more robust design.


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Product Design:

• Specifies which materials are to be used

• Determines dimensions and tolerances

• Defines the appearance of the product• Sets standards for performance.


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Design has a tremendous impact on thequality of a final product or service.

Quality in the design process involves:

• Matching product or service characteristicswith customer requirements

• Ensuring that customer requirements aremet in the simplest and least costly manner

• Reducing the time required to design a newproduct or service, and

• Minimizing the revisions necessary to makea design workable.


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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 thedesign for a metal one and vice versa?


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To design a system that involves humans, we have tounderstand humans, their physiological, psychological

and social aspects and how they interact with the other

components of the system


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Bad Design (1)

What’s wrong with the

design of this knife?

Although you can tell which end isthe handle and which end is the

blade, it isn't clear which side of the

blade cuts


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Bad Design (2)

What’s wrong with thedesign of this stove?

Good design

Arrange the controls in the

same configuration as the

burners. It is quite easy to tell

which burner goes with which

control

It is difficult to tell which

control goes with which burner


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Bad Design (3)

What’s wrong with the design

of this Boombox?

People generally expect the controls for a

device to be on or close to the device. In thisexample, the CD buttons should be put next

to the CD player and the tape buttons should

be put next to the tape player.


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Good Design (1)

Fun, educational, self-

explanatory

LeapFrog's "Twist andshout multiplication"


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Good Design (2)

Simple, elegant, easy to use,

easy to clean


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How to Make Good Design

• Recognize that systems are built for users and thusmust be designed for the users

• Recognize individual differences

• Recognize that the design of things and procedurescan 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


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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.


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Involvement of Different FunctionalDepartments 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.


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No

Ideageneration

Final

design

Preliminarydesign

Feasibilitystudy

Process

planning

Productfeasible?

Yes

Prototype

Manufacturing

Design & Manufacturing

Specifications

THE DESIGN PROCESS


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– Idea generation & pre-design planning – Customer Requirements – Functional Specification – Product Specifications

– Concept Generation – Concept Selection – Engineering Design – Engineering Evaluation – Prototype and Testing

• Manufacturing Design

A Decision Making Process

Flexibility

Cost


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Breaking Down Barriers

Fi l d i i d ith h th


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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.


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Listening to Customers


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Customers’ Requirements

• Normal Requirements are typically what we get by just asking customers what they want.

• Expected Requirements are often so basic thecustomer 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 mustbe fulfilled.

•

Exciting Requirements are difficult to discover. Theyare beyond the customer's expectations. Forexample, if full meals were served on a flight fromChicago to Indianapolis, that would be exciting. If not,customers would hardly complain.


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Kano Model [Noriaki Kano 1984].


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Quality Function Deployment

Voice of the customer

House of quality

QUALITY FUNCTIONDEPLOYMENT

QFD: An approach that integrates the “voice of thecustomer” into the product and service

development process.


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• Suatu perangkat QFD adalah rumah kualitas(house of quality).

• Rumah kualitas adalah bagian dari proses

penyebaran fungsi kualitas yang menggunakanmatriks perencanaan untuk menghubungkan

keinginan pelanggan dengan bagaimana

perusahaan akan memenuhi keinginantersebut.


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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


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Nilai-nilai sasaran (atribut teknis)

Evaluasi teknis

Apa yang dapat kita lakukan

(bagaimana organisasi akan

menterjemahkan keinginan

pelanggan pada atribut-atribut

produk dan proses serta

sasaran desain

Nilai-nilai dengan

pembobotan

Apa yang diinginkan pelanggan

Hubungan antara hal-hal yang

dapat kita lakukan

Seberapa baik hal-

hal yang kita

kerjakan memenuhi

keinginan pelanggan

(matriks hubungan)

Penilaian kompetitif

G = baik

F = sedang

P = jelek

Tingkat kepentingan

pelanggan (5 = tertinggi)


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Evaluasi teknis





produk dan proses serta

sasaran desain

Nilai-nilai dengan

pembobotan



dapat kita lakukan

Seberapa baik hal-

hal yang kita

kerjakan memenuhi

keinginan pelanggan

(matriks hubungan)


G = baik

F = sedang

P = jelek

Tingkat kepentingan


Ringan

Mudah digunakan

Dapat diandalkan

Mudah dipegang dengan stabil

Koreksi warna

K e b u t u h a n h e m a t l i s t r i k

K o m p o n e n a l u m i n i u

m

A u t o f o c u s

A u t o e x p o s u r e

P a i n t p a l l e t

D e s a i n e r g o n o m i s

* = Hub yg tinggi (5)

= Hub yg sedang (3)


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Evaluasi teknis





produk dan proses sertasasaran desain

Nilai-nilai dengan

pembobotan = 25

(1x3)+(3x4)+(2x5)



dapat kita lakukan

Seberapa baik hal-

hal yang kita

kerjakan memenuhi

keinginan pelanggan

(matriks hubungan)


G = baik

F = sedang

P = jelek

Tingkat kepentingan


Ringan

Mudah digunakan

Dapat diandalkan


Koreksi warna



m

A u t o f o c u s




Tingkat kepentingan kami

4

5

2

22 9 27 27 32 25

3

1

*

*

* *

*

*

*

*

* *

*

*

= Hub yg sedang (3)

= Hub yg rendah (1)


= Hub yg sedang (3)


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Evaluasi teknis






Nilai-nilai dengan

pembobotan = 25

(1x3)+(3x4)+(2x5)



dapat kita lakukan

Seberapa baik hal-

hal yang kita

kerjakan memenuhi

keinginan pelanggan

(matriks hubungan)


G = baik

F = sedang

P = jelek

Tingkat kepentingan


Ringan

Mudah digunakan

Dapat diandalkan


Koreksi warna



m

A u t o f o c u s





4

5

2

22 9 27 27 32 25

3

1

*

*

* *

*

*

*

*

* *

*

*

= Hub yg sedang (3)

= Hub yg rendah (1)

K a n t o r A

K a n t o r B

G P

PG

F

G

P

P

P

P


= Hub yg sedang (3)


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Evaluasi teknis






Nilai-nilai dengan

pembobotan = 25

(1x3)+(3x4)+(2x5)



dapat kita lakukan

Seberapa baik hal-

hal yang kita

kerjakan memenuhi

keinginan pelanggan

(matriks hubungan)


G = baik

F = sedang

P = jelek

Tingkat kepentingan


Ringan

Mudah digunakan

Dapat diandalkan


Koreksi warna



m

A u t o f o c u s





4

5

2

22 9 27 27 32 25

3

1

*

*

* *

*

*

*

*

* *

*

*

= Hub yg sedang (3)

= Hub yg rendah (1)

K a n t o r A

K a n t o r B

G P

PG

F

G

P

P

P

P

0 , 5

A

7 5 %

2 ’ u n t u k ∞

2 l i n g k a r a n

K e g a g a l a 1 / 1 0

. 0 0 0

P e n i n g k a t a n p

a n e l

0,7 60% yes 1 ok G

50%0,6 yes 2 ok

ok

F

Gyes0,5 75% 2


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CustomerRequirements

CUSTOMER COMMENTS

“Carrots and potatoes are very different.”

“I cut myself with this one.”

“I just leave the skin on.”

“I’m left-handed. I use a knife.”

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

“How do you peel a squash?”

“Here’s a rusty one.”

“This looked OK in the store.”

•Peels a variety of produce

•Works both right and left handed

•Creates minimal waste

•

Saves time•Durable

•Easy to clean

•Safe to use and store

•Comfortable to use

•Stays sharp or is sharpenable


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• Select a household product of your choice, your goal will be to describe howyou 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, whatenergy 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 propertiesof the materials were most important in selecting them?

4. What features make this product unique? Compared to similar items, arethere features on your example that would identify this as a better product?

5. How was the production process affected by this design? Are therespecific features that might have been added to make production moreefficient?


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• As your analysis continues, choose one aspect ofthe design that intrigues you. Study the designused, and consider how you might improve on it.

– Develop a list of alternatives, and compare them to theexisting design.

– Develop some criteria that may help you select one ofyour 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 theexisting design.


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Good Luck

with your designs!

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4#Product Planning