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LAUNCHING OF A PRODUCT:
STARLINE WASHING
DETERGENT-FREE
MACHINE
DOESN’T NEED
WATER
WORKS ON
BATTERY POWER
IRONS your
clothes too!!
FEATURES
Strong Iron Programme (SIP)
Flexibility in Placement
Teflon Coating
Detergent-Free
Cost-Saving
Environment-Friendly Appliance
Consumers are also likely to go for a power stabilizer along with the
washing machine.
The issue that a consumer is faced with is that all these features do not
come together in a single washing machine.
Screening
Preliminary Design
Market Testing
Ramp Up
DESIGN FOR
MANUFACTURING
PRODUCTION
RAW MATERIALS:
Sheet steel coated with zinc: for rust resistance
Stainless steel: for spin tub
Plastic: for outer wash tub
Aluminum: for the transmission
Hoses
Controls – timers & switches
Motors
Cables, LCD Display
Battery
Heat Chamber & Suction Box
Other electronic components
PRODUCTION
MANUFACTURING PROCESS:
Sequence of steps involved in the manufacturing process:
Fabrication (making parts)
Sub-assembling (putting parts together to make
components)
Assembling (putting the components together to form
the final product)
Testing
Packaging
Shipping
LOCATION
Power supply
Transport
Water
Labour
Land
Raw materials
Housing welfare/education
CHOOSING A SITE
BRIDGEMAN’S DIMENSIONAL ANALYSIS:
4 Community Attitude 5 4 1
5 Product Quality as a 12 11 5
function of worker skill
6 Flexibility to adopt to 4 4 3
changed situation
Figures in the above table are hypothetical; used only for illustration
CHOOSING A SITE
Preference Merit Ratio (R)
= Preference for location A / Preference for location B
Conditions:
If R<1, choose location A
If R>1, choose location B
If R=1, choose location A or B
Demand forecast
for Operation
Output: Washing
Machines
FORECASTING
ILLUSTRATION:
Running
Forecasted Actual Forecast Absolute Sum of Mean Sum of
Demand Demand Error Deviation Absolute Absolute Forecast Tracking
Month (F) (A) (A-F) |A-F| Deviation Deviation Error Signal
1 1000 950 -50 50 50 50 -50 -1
2 1000 1070 70 70 120 60 20 0.33
3 1000 1100 100 100 220 73.33 120 1.64
4 1000 960 -40 40 260 65 80 1.23
5 1000 1090 90 90 350 70 170 2.43
6 1000 1050 50 50 400 66.67 220 3.30
Figures in the above table are hypothetical; used only for illustration
STEPS FOR THE FORECAST
1. Objective of the forecast: Quantity of Washing Machines
to be produced
2. Items to be forecasted: Units of Washing machine the
market demands
3. Determine the time-horizon of the forecast : short,
medium or long-term
4. Forecasting models: Nominal group technique, market
survey etc
5. Gather data needed to make the forecast
6. Validate the forecasting model
7. Make the forecast
8. Implement the results: Produce and supply the forecasted
no. of units
C A PA C I T Y P L A N N I N G
Performance
Features
Reliability
Conformance
Durability
Serviceability
Aesthetics
Perceived Quality
PROMOTIONS
Attractive introductory offers
Washing machine sales rise with the onset of monsoon. So the
product will be launched a few weeks before the season while the
promotions in both print and electronic media will start with the
production of first machine to create curiosity.
Emails will be sent out to the target segment notifying about the
washing machine and feedback will be requested.
Large banners, posters and hoardings at prime locations.
Decorative body stickers will be given out to customers to match
the product’s look with the interiors of their homes.
‘Customer response awards’ scheme will be launched. Customers
who send maximum number of suggestions for improvement of
the product in any given month will be rewarded.
Incentives and contracts with retailers and distributors
C O M PA R I S O N
C O M PA R I S O N