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LIST OF CONTENT

List of Content ........................................................................................................ i List of Figures ........................................................................................................ ii List of Tables.......................................................................................................... iii Chapter 5 Creating Concept ................................................................................ 1 5.1. Background ...................................................................................................... 1 5.2. Existing Concepts ............................................................................................ 1 5.3. New Concepts .................................................................................................. 3 Chapter 6 Concepts Generation and Selection ..................................................... 6 6.1. Combining Concepts ........................................................................................ 6 6.2. Concepts Generation ........................................................................................ 7 6.3. Concepts Screening ........................................................................................ 11 6.4. Concepts Scoring ........................................................................................... 17 6.5. Concepts Testing ............................................................................................ 20 6.6. Conclusion ..................................................................................................... 26

References ............................................................................................................. 27

LIST OF FIGURES

Figure 5.1. Mind Map of Existing Product ............................................................. 3 Figure 5.2. Mind Map of New Product based on the form and how to use ............ 5 Figure 6.1. Combining Concepts in How to Use the Product ................................. 7 Figure 6.2. Combining Concepts in How to Use the Product ................................. 8 Figure 6.3-6.11 Pie Chart of Product in Fullfilling the Needs Of Consumers 21-26

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LIST OF TABLES Table 6.1. Concept Description Based on Shape and How-To-Use . ..................... 8 Table 6.2. Criteria in Product Shaving . ................................................................ 11 Table 6.3. Combination of Product. ...................................................................... 12 Table 6.4. Metrics of Idea Selection . ................................................................... 13 Table 6.5. Concept Screening . ............................................................................. 15 Table 6.6. Revision of Concept 13 . ...................................................................... 16 Table 6.7. Matrix of Concept Scoring. .................................................................. 18 Table 6.8. Information on Each Concept .............................................................. 20

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Chapter 5 Creating Concept


5.1 Background Shaving product is a product that is used to help in shaving hair and preventing

injury and irritation while using razors. The potential market for shaving product is not quite large, since shaving products are not primary needs. Because of this, the main users for shaving products are usually people with upper-average income and also people who care about their physical appearance. This problem becomes a main obstacle in marketing shaving products. Other obstacle in marketing this shaving products is to compete with other competitors. Since the competitors company is a big company and has already been famous for their brands. Many shaving products that spread nowadays are in form of foam, cream, gel, and soap. These forms are not practical to use. Hence, in this assignment we try to find out some new ideas to be applicated in new shaving product. Concept of shaving product mainly consists of form of the product and how-to-use. In order to create new ideas, first we start by listing the form and how-to-use in existing product. Next, we start brainstorming to find many new ideas. In this brainsorming step, we search new ideas by thinking laterally, not vertically, because the best concept is the result from many idea concepts. So, in brainstorming step, we did not think about the feasibility of the product. After brainstorming of new concept, we combine the existing concepts and new concepts, then we did the screening step. In screening, we eliminate some of the concepts that are not feasible. The next step after screening concepts is scoring concepts. Concepts that passed from screening step will be scoring in this step. The result of scoring step is two best concepts. After we found two best concepts, we did the concepts testing. In concepts testing, we interviewed consumers of shaving product to get their opinion about two bests that are resulted from scoring concepts. In the interview, we also asked consumers about their eagerness to buy these two concepts of product.

5.2 Existing Concept The concept of shaving product contains of the form of the product and how-to-use the product. The existing shaving products are in form of foam, cream, gel, and soap. But the most common form that people usually use are foam and cream. For the usage of

2 existing shaving products, they are usually used by rubbing or brushing it with hand. Figure on the next page shows the diagram of existing product.

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Figure 5.1. Mind Map of Existing Product

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4 5.3 New Concept The mechanism of existing shaving product in shaving hair body is by lubricating the surface of skin and hair, so the hair become easier to be shaved. Because the form and the using of existing shaving product is too definite, we try to develop both form and using of new shaving product. Hereby is the mind map of new shaving product that we develop. We make this mind map without considering the feasibility of the product, because we want to make as many new idea of product as possible. Figure on the next page shows the mind map of new product.

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Figure 5.2. Mind Map of New Product

Figure 5.2. Mind Map of New Product based on the form and how to use

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6 For new product, we make many new forms and how-to-use. We make a lot of new concepts because we want to find out which concept is the best one. After making the concept of new concept, we combine both concept of existing product and new product. The combination of existing product and new product is explained on the next chapter.

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Chapter 6 Concept Generation and Selection


6.1 Combining Concept Combining concept is combination between new concept and existing concept based on shapes of product and how to use the product. The main goal from combined concept is to find the best performance from new and existing product. Here is the mind map of combined concept we get from new and existing product include a combination of shapes and how to use :

Figure 6.1. Combining Concept in How to Use the Product

From mind map above, all forms or shapes of the product will be analyzed to determine how to use the product. It means that for one form of the product, there are one or more ways to use it. Here is the explanation: a. Steam. Steam is vapor phase so for use the steam just sprayed it to skin area where hair is want to be removed. b. Liquid. Liquid product can used by two ways, it is can be applied by rubbed and inhaled. Liquid form in form of a roll on usually used people for deodorant. c. Scrub form can be used by dissolve it with water because scrub has rough surface so by dissolve it with water, it can produce bubble and can soften the skin. d. Solid (Lipstick), Foam, Cream, Gel can be used by rubbing it to the skin.

Figure 6.2. Combining Concepts in The Form of Product

6.2 Concept Generation 6.2.1 Concept Description Based On Form In concept generation, ideas are developed without either limitation at technology aspect or logic which is acceptable. The development of concept is executed by do branching of concept tree. The concept is made based on mechanism process, manufacturing, shape or form, and how-to-use. However, those concepts are compared by shape and how-to-use. It is caused by the mechanism way and how-touse which are influenced by basic materials and forms.

Table 6.1. Concept Description Based on Shape and How-To-Use

Concept Number

Shape or Form

Shape Characterization Liquid lotion which has

How-To-Use

Infiltration Way to Skin Pore

Weakness

Put on the hairy skin, wait for a second, then clean it up with tissue/napkin Wait for couple minutes

Liquid 1.

additional opacity agent, the viscosity is bigger than cream Liquid which has

Liquid 2.

similar substances like liquid lotion, the phase is slightly like steam

Inhale the liquid through nasal cavity -

It needs additional tools like inhaler

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9 It needs additional tools like steam sprayer Skin pore will be opened once it was scrubbed and then the substances of shaving product will work. Skin pore will be opened once it was scrubbed and then the substances of shaving product will work. It needs water to clean the skin up It needs water to clean the skin up

Steam 3.

Steam which has similar important substances.

Blowing the steam on the hairy skin for couple minutes

Scrubs 4.

Scrub has phase in between liquid and solid, it also contains rough granules.

Scrub it on the hairy skin, wait for a second, and clean it up with water to omit the scrub granules. Dissolving scrubs in water, scrub it

Scrubs The physical form 5. of the scrub is solid granules.

on the hairy skin, wait for couple minutes, and clean it up with water to omit the scrub granules. Put on the hairy

Solid/Waxy (Lipstick) 6. The physical shape is like lipstick (waxy phase)

skin, wait for couple minutes, then clean it up with wet tissue or water Put on the hairy Wait for couple minutes

It may need water to clean the skin up

Solid (Powder) 7. The physical shape is powder

skin, give light tap with hand palm on the hairy skin, wait for couple minutes, clean it up

Tap the skin with hand palm and wait for couple minutes

It may need extra force like tapping

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10 8. Medicines Solid medicines with shape like pills, tablets, and capsules By swallowing the medicines The side effect of this usage is more harmful because it may influence other organs performance. The side effect Medicines Solid medicines 9. with shape like powder or small granules. By dissolving the medicines in water, then consume it of this usage is more harmful because it may influence other organs performance. By spraying the Aerosol Spray This aerosol form 10. is similar like perfume. aerosol to the hairy skin, wait for couple minutes, then clean it up with tissue or napkin Cream Cream has 11. viscosity smaller than liquid (lotion) Put on the hairy skin, wait for a second, then clean it up with tissue/napkin Put on the hairy Gel Gel has viscosity 12. smaller than liquid (lotion), harder form than cream skin, wait for a second, then clean it up with tissue/napkin Wait for couple minutes Wait for couple minutes Wait for couple minutes

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Skin pore will be Wetting soap with Soap 13. Has physical performance like solid. water and rub it to the hairy skin, then clean it with water opened once it was rubbed and then the substances of shaving product will work. Need syringe to Liquid (Injection) Has physical properties like 14. water, it is used by injecting with additional tools By injecting the fluid at the body inject the liquid to inside of body, side effect of this usage is more harmful because it may influence other organs performance. 6.3 Concept Screening Concept screening is the next step after describing product from combining concept. The aim of the concept screening is to score the criteria. The product screening has 5 criterias to score the concept. Product with high score wil be continue to the product testing. Those criterias are as follow :
Table 6. 2. Criteria in Product Shaving

Number

Criteria

1 2 3 4 5

Easy to Manufacture Affordable Production Cost Practice to Used Effectiveness in Giving Benefits Dangerous Effect in Using the Product

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In doing concept screening, some steps have to be done, such as : Preparing metrics of idea selection Rate the concepts Rank the concepts 6.3.1 Metrics of Idea Selection

From combining above we get twelve combinations of products as follow :


Table 6. 3. Combination of Product

Concept Number 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Combination of Product

Liquid Rubbed Liquid Inhaled Steam sprayed Scrub buffed Scrub dissolved with water Solid (lipstick) rubbed Solid (powder) tapped Medicine (pill, capsule ,tablet, syrup) swallowed Medicine (powder) dissolved with water Spray sprayed Cream rubbed Gel buffed Soap buffed Liquid injection Foam rubbed (reference)

We take a concept of shaving product with the form of foam and used by rubbing it with This matrix consist of many concept ideas and criteria selection. Concept ideas is generated from concept generation. All concept in product screening is compared with concept reference. In this problem, concept reference is shaving foam which is used by rubbed. We give the scoring with criteria above to know which one is the best product from

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13 all product concept. Shaving foam brand that we choose is Gillette because it is the most famous product in market.

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Table 6. 4. Metrics of Idea Selection

Criteria

Concept

1 Easy to Manufacture Affordable Production Cost Practice to Used Effectiveness to Give Benefits Harmful Effect in Using the Product Amount + Amount Total Amount

10

11

12

13

14

15

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6.3.2

Rate the concepts

Giving rating the product actually give scoring from existing product or reference concept. Information scoring in screening matrix: Score minus (-) indicate that the new product has lower quality than reference product/shaving foam. Score zero (0) indicate that the new product has same quality than reference product/shaving foam. Score plus (+) show that the new product has better quality than reference product/shaving foam. 6.3.3 Rank the concepts

After we do concept screening, we have to rank the idea. The ranking of idea is given based on the total score for each concept. The purpose of ranking the concept is to know which concept is the best concept.

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Table 6. 5. Concept Screening

Criteria

Concept

1 Easy to Manufacture Affordable Production Cost Practice to Used Effectiveness to Give Benefits Harmful Effect in Using the Product Amount + Amount Total Amount Ranking Result 4 0 4 1 Yes 0 + + + +

2 -

3 -

4 -

5 -

6 -

7 -

8 -

9 -

10 0 0

11 + +

12 0 0

13 + +

14 -

15 0 0

+ -

+ -

+ +

0 0

0 0

0 5 -5 6 No

0 5 -5 6 No

0 3 -3 5 No

0 3 -3 5 No

2 0 2 2 Yes

0 5 -5 6 No

1 4 -3 5 No

0 5 -5 6 No

2 1 1 3 Yes

2 0 2 2 Yes

0 1 -1 4 No

2 1 1 3 Revise

0 5 -5 6 No

0 0 0

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17 The concept we choose is shown in the blue color, because these product have the highest score compared with other product. The result from screening is product 1, 6, 10, 11 and 13. Because product 13 has wide range with product 1, product 13 is revised to increase the score. The revision is done by changing the form of soap from solid to liquid. The revision is :
Table 6. 6. Revision of Concept 13

No. 1 2 3 4 5

Criteria Easy to Manufacture Affordable Production Cost Practice to Use Effectiveness to Give Benefits Harmful Effect in Using the Product Total Amount + + + 0 0 3

We can see that the total amount in scoring is increase than before. 6.4 Concept Scoring After concept screening, the next stage is concept scoring. In this stage, we will do the scoring of the concept that we have after passed concept screening so that we can have one or two best concept and we can develop this concept for concept testing. In concept scoring, each of selection criteria will be given a weight factor based on priority of the criteria. The concept that will be chosen in this concept scoring is the concept that has the highest score. This score is from multiplication between rating and weight factor that we already have before. We can read the step by step of the concept scoring below.

1. Preparing the matrix of selection of concepts This matrix contains criteria selection columns, concept ideas, weight factor, and rating. The criteria in this concept scoring are different from the concept screening, but not totally different. Some of the criteria still have similarity with the concept screening. This criteria is break down from the concept screening criteria that made more specific. Beside the breakdown of concept screening criteria, we can have another method to create the criteria for concept scoring. The method is combining
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18 the criteria that have similarity so that we can have new criteria. After we arrange the selection criteria, the next step is put in weight factor to the matrix for each of selection criteria. Weight factor is determined from priority and group discussion based on ranking of needs and information from literature. Weight factor is determined in percentage and have 100% in total.

2. Rating the concept In this step, we will do two kind of rating. First, the rating is given based on group discussion and literature. The range of rating is 1-4 which every number has its means. 1 : Very bad 2 : Bad 3 : Enough 4 : Good 5 : Very good Second, we do multiplication between weight factor and rating so that we can have new number. After that, we sum up that number and have new number that representsthe score of each concept.

3. Decide best concept After we made matrix and have the score of each concept, we have to decide which concept that pass the concept scoring. We can decide that by choose the concept that has highest score.

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Table 6. 7. Matrix of Concept Scoring

Number 1 2 3 4 Ease of forming Production cost

Criteria

Percentage 1 15% 10% 10% 5% 4 5 4 3 0.6 0.5 0.4 0.15 4 2 3 2 6 0.6 0.2 0.3 0.1 1 1 2 2 10

Concepts 11 4 4 4 4 0.6 0.4 0.4 0.2 4 4 3 4 13 0.6 0.4 0.3 0.2 4 3 4 3 15 0.6 0.3 0.4 0.15 0.15 0.1 0.2 0.1

Economical shaving product Ease of packaging Ease of storing in any condition (The product doesnt need any special condition to store) Small volume of usage Ease of cleaning Ease of penetrating to the skin Total

5 6 7 8

10% 10% 15% 25% 100%

3 2 4 4

0.3 0.2 0.6 1 3,75

3 1 1 1

0.3 0.1 0.15 0.25 2

1 4 4 4

0.1 0.4 0.6 1 2.65

3 3 3 3

0.3 0.3 0.45 0.75 3.4

3 4 2 3

0.3 0.4 0.3 0.75 3.25

3 4 3 3

0.3 0.4 0.45 0.75 3.35

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Table 6. 8. Information on Each Concept

Concept 1 6 10 11 13 14

Form Liquid Solid (lipstick) Aerosol spray Cream Liquid Foam

How to use Put on the hairy skin, wait for a second, then clean it up with tissue/napkin Put on the hairy skin, wait for couple minutes, then clean it up with wet tissue or water By spraying the aerosol to the hairy skin, wait for couple minutes, then clean it up with tissue or napkin Put on the hairy skin, wait for a second, then clean it up with tissue/napkin Rub it to the hairy skin, then clean it with water Put on the hairy skin, wait for a second, then clean it up with tissue/napkin

As we can see in the matrix, we already have the highest score which means the best concept (concept 1), but there is one concept that has a little less score in the concept scoring (concept 11) and we decide to choose that concept as well. So, for the concept testing we have two concepts that will be submitted for interview.

6.5

Concept Testing After we passed concept scoring, we have two different concepts that will submitted

for the interview. Step by step for the concept testing is arranged on the list below.

1. Determine the purpose of concept testing The purpose of concept testing is to see how far the concept idea which has already chosen to fulfill the needs of consumer. Therefore, to know respond of consumer clearly and to get feedback from consumer, we need concept testing which made with questions about our chosen concept.

2. Determine the population of interviewee In this step, we do some interview not to all kind of people. We have limitation of the interviewee. Our limitation is age and the minimum age of our interviewee is 15 years old. Except the age of the interviewee, we did not have other limitation. Our interviewee is the consumer who usingand not using shaving product either men or women.

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3. Make questions for the interview We made the question to find out the respond of consumer to our concept and to compare the both of our concepts. We have 9 questions in total and the last question has scale type question.

4. Do the interview Result of concept testing After we do some interview to 14 respondents and get their opinion about our product. We also interview the consumers directly to get their opinion about which product have the better concept. In the concept scoring, we have two concepts which have higher score than the others. The first product, we call it product A which has liquid form and can be used by spreading it to the hairy skin (like deodorant roll on) and the second product (product B) is product that has cream form and can be used by spreading it to the hairy skin. For the first question, we ask to the consumer about product A which can fulfill the needs of consumer expectation, and the result is 67% consumer said yes to this question, the other 33% said no.

Product A To Fulfill The Needs of Consumer


No 33% Yes 67%

Figure 6.3. Pie Chart of Product A in Fullfilling the Needs Of Consumers

Generally, people who said yes to this question has the same reason. That reason is because of the function is not depend on shape or form. So, as long as the product still

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22 works, its fine. And for the other 4 who said no is because this form is still new and cause hair loss, so for some people who want to shape their hair, this product is not good. For the second question, we ask the same thing. But in this question, we ask the consumer opinion about product B and the result is 92% said yes and 8% said no. This means, people thinks that compare to roll on, this form is mostly used and the consumer will feel secure to use this product. Besides that, the function is not depends on shape or form.

Product B To Fulfill The Needs of Consumer


No 8%

Yes 92%

Figure 6.4. Pie Chart of Product B in Fullfilling the Needs Of Consumers

The third question is about comfort ability of product A and the result is more people said this product is not comfortable enough if they compare with product B. The reason is because they feel uncomfortable about using it with more than one person and this product is still new so they just feel insecure and there is possibility to be spilled or could not be applied on target skin/hair properly.

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Comfortability Product A
Yes 42%

No 58%

Figure 6.5. Pie Chart of Comfortability Product A

The product B has the opposite result compare to the product A. More people said product B is more comfortable than product A because it mostly used and it could be applied to every hair.

Comfortability Product B
No 33%

Yes 67%

Figure 6.6. Pie Chart of Comfortability Product B

Fifth and sixth question is about easy to use and the result is good for the product A. 92% people said product A is easy to use because it is very fast and economical. Moreover the hands will not get dirty. Compare to product A, product B is not easy to use because the hands of the user will get dirty and need more time than product A, but

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24 for some people there are no problems as long as the function is still works properly and safe.

Product A Easy To Use


No 8%

Yes 92%

Figure 6.7. Pie Chart of Product A in Ease of Using

Product B Easy To Use

Yes 42%

No 58%

Figure 6.8. Pie Chart of Product B in Ease of Using

For the seventh question we ask about effectiveness. The effectiveness can be seen in the volume that will be used for the shaving. And 83% respondents said Product B will need more volume than Product A for the same hairy skin because if we pour it to hand, the creams possibly come out too much while the other can be used economically.

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Need More Volume


Product A 17%

Product B 83%

Figure 6.9. Pie Chart of Which Product Needs More Volume

Question number eight is about which product has better concept. And the result is very unexpected. 50 % of consumer said that Product A has the better concept while the other said otherwise. The people who choose Product A said that this product is very economical, easy to use, fast, and unique and the other said product B is very comfortable, mostly used, and safe. For the last question, we ask about interest of consumer to the both product. The result is for Product A 71% will buy our product, 0% uncertain, and 29% will not buy our product because they want to shape their hair (beard, mustache).
Uncertain 0%

No 29%

Yes 71%

Figure 6.10. Pie Chart of Consumers Interest in Buying Product A

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No 25%

Yes 50%
No 25%

Figure 6.11. Pie Chart of Consumers Interest in Buying Product B

The result for Product B is 50% will buy our product, 25% uncertain (consider about the price and performance) and 29% will not buy our product because they want to shape their hair (beard, mustache).

6.6

Conclusion After the interview, we can conclude that generally people are preferred product B

(Cream) rather than product A (Liquid). It is because product B is the most common type for shaving product. Even though in the concepts scoring and interview we got some points that product A is better than product B. We can change public opinion about shaving products if we can socialize and promote product A to people that it has better concepts from product B. The difference between product A and B lies on the method of usage, the form, and the ability to penetrate to the skin. Besides these three things, there is no difference either in composition or function.

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27 REFERENCES

Anonymous.http://www.cengagesites.com/academic/assets/sites/4827/chapter3_bertino.pdf accessed on Saturday, 23rd February, 2013 at 14.00 WIB. Anonymous.http://courses.washington.edu/bioen327/Lit_SkinStruct_Bensouillah_Ch01.pdf accessed on Saturday, 23rd February, 2013 at 15.00 WIB. Anonymous.http://www.summerwinds.com/downloads/howtodocs/ANATOMY-OF-HAIR.pdf accessed on Saturday, 23rd February, 2013 at 15.00 WIB. Anonymous. http://www.dermoday.com/dosyalar/1234888016.pdf (Accessed on Saturday, March 23rd 2013) Anonymous. http://www.chemicalbook.com/ChemicalProductProperty_EN_CB1233621.htm (Accessed on Saturday, March 23rd 2013) Dodd, Kenneth et al. United States Patent Application Publication. Monday, 25th February 2013 at 18.26 WIB Gawkrodger, DJ. 2002. Dermatology, An Illustrated Colour Text 3rd ed. Edinburgh: Churchill Livingstone. Hansen, Kirsten. 2007. Hair or Bare? http://history.barnard.edu/sites/kirstenhansenthesis.pdf accessedon Saturday, 23rd February, 2013 at 13.00 WIB. Johnson, Michele. 2012. Hair Removal. femmexstudios.com/Files/HairRemoval.pdf accessed on Saturday, 23rd February, 2013 at 12.30 WIB. Randall, Valerie Anne. 2009. The Biology of Hair Growth.

horizonti.net/clanki/the%20biology%20of%20hair%20growth.pdf accessed on Saturday, 23rd February, 2013 at 12.40 WIB. Montgomery. Shaving Cream Composition And Method of Using. Monday, 25th February 2013 at 18.26 WIB

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