PRODUCT DESIGN &

DEVELOPMENT
DEVELOPING SUCCESSFUL PRODUCTS
DEPARTMENT OF AGROINDUSTRIAL TECHNOLOGY
UNIVERSITAS INTERNASIONAL SEMEN INDONESIA
INTRODUCTION
The key in new product development is the information that
indicates what people want, what features of the product are
considered absolutely essential, what price they are willing to
pay for it, what features are desirable but can be sacrificed for
a lower price, current and potential competitors, and likely
changes in the market size.

Before a successful product can be developed, someone has

to come up with, or develop, an idea for conceptualizing it.
 ExtendedTeam
(Including Suppliers)
Progression of actions in a new business activity
STRATEGY FOR NEW PRODUCT
DEVELOPMENT
1. Determining the company’s growth expectations from the
new products.
2. Gathering information of interest regarding capabilities,
market, and the customers.
3. Determining what opportunities exist.
4. Developing a list of what new product options exist.
5. Setting criteria for inclusion of new product(s) in the
company’s portfolio of products.
6. Creating the product portfolio (new, modified, and existing).
7. Managing the product portfolio to maximize profitability.
ATTRIBUTES OF SUCCESSFUL PRODUCT
DEVELOPMENT
1. Cost: both the cost of producing the product and the
total cost of developing it.
2. Quality: the quality of the product.
3. Product development time: from assessing market
needs to product sale.
4. Development of know-how: the ability to repeat the
process for future products.
Relationship between cumulative cash flow and PLC
KEY FACTORS TO DEVELOPING SUCCESSFUL NEW PRODUCTS
A. Uniqueness
1. Provide excellent value for the money spent.
2. Have excellent quality in comparison to their competition
as perceived by customers.
3. Meet customers’ needs more fully than competing
products and have unique features.
4. Have highly visible useful benefits.
KEY FACTORS TO DEVELOPING SUCCESSFUL NEW PRODUCTS
B. Customer Focus and Market Orientation
To achieve a strong market orientation during the product
development, businesses must
1. Develop a thorough understanding of the nature of the market.
2. Understand the competition.
3. Devote resources to activities that determine customers’ wants.
4. Develop a relationship between product attributes and user
needs.
5. Seek customer input throughout the product design,
development, prototyping, testing, and marketing
KEY FACTORS TO DEVELOPING SUCCESSFUL NEW PRODUCTS
C. Sharp and Early Product Definition
1. An outline of the concept and the benefits to be provided.
2. A list of product attributes and features, ranked in the order
“essential” to “desirable.”
3. A description of the potential users and attributes of the market
(size, demographics, etc.).
4. An outline of the business strategy.
KEY FACTORS TO DEVELOPING SUCCESSFUL NEW PRODUCTS
D. Organizational Structure and Climate
■ Teams comprise members from all basic functions: research
and development, engineering design, production, quality, sales
and marketing, and so forth.
■ Each member of the team represents the team and his or her
“function,” not the department and its “territory.”
■ Teams devote most of their time to project planning and
product development.
■ The team members share excellent communication and are in
constant contact with each other.
■ next page …..
KEY FACTORS TO DEVELOPING SUCCESSFUL NEW PRODUCTS
D. Organizational Structure and Climate
■ The entire team is accountable for the entire project.
■ The team is led by a strong and motivating leader.
■ The company management strongly supports the project, the
team, and the team leader.
KEY FACTORS TO DEVELOPING SUCCESSFUL NEW PRODUCTS
E. Project Selection Decisions
F. Telling the World You Have a Good Product
G. Role of the Top Management
H. Speed without Compromising Quality
 Matrix Scori:ng lVIodel

Product Concept Scores

Criteria Wreight (w) A B c
Financial 3 3x3= 19 2x3=6 2x3=6
Cuslomrer needs 4 8x4=32 Sx4=20 7x4=28
Production eas,e 2 4x2=H 3x2=6 5x2= 10
Core co1upetency 2 3x2=r 6 4x2=8 8x2= 16
T o al score 55 40 160
 Supreme Court
• decision on EPA
• 2 -3°F rise in ocean
temperature
•
Potential carbon
tax
•
Wal- Mart reduces
producing waste
Natural •
gas pipeline New emission • Himalayan glaciers
in India standards • shrink by 400,000 1cm2
Increased
Premature Arctic flooding and
• melt droughts •
• carbon
Sea levels rising
•
Reduce carbon capturing
• movement technology 7 -23 inches

Use of sugarcane
• for ethanol • LED technology
• Produce 35m
• gallons of
OiI production peaking ethanol
• U.N. panel report
•
California Increase in public
• legislation transportation

2006 20IO 2014 20 18 2030 2100

Figure 2.3 Mapping of events and trends in global warming to point out opportunities for energy efficient and
alternative energy products (times are approximate; not all events are shown; some events are anticipated).
Forecasted revenue to be generated
from sales of new products.
Understanding Consumers and Their Needs
■ What are their critical needs and how well are these being
met at present?
■ Who are the consumers, what products do they use, how do
they use products, and under what conditions are the
products used?
■ How are current market products received and perceived
with respect to meeting their needs?
■ How do consumers know that a product is working, what
signals covey that a product is working?
■ Are products being used for physical reasons (e.g.,
hammering a nail), emotional reasons (e.g., feel good
products), or both?
To test the concept idea among the consumers, it is important
to know how many consumers are likely to buy the product in
order to try it. This number of consumers who will try the
product is determined as follows:

Consumer trial = interested universe ×

consumer awareness ×
retail distribution

Consumer behavior research indicates that consumer buying

behavior is both regular and predictable. Their loyalty,
however, is greater in the case of big brand name customers
than small brand name customers
 Customer Needs Statemen t for Blender

Ability to puree
Ability to mix ingredients evenly
Ability to crush ice
Sturdy base to prevent tipping
Variable-speed motor (three to five speeds) and quiet operation
Attractive styling and availability in assorted colors
Easy to use
Easy to disassemble and clean
Dishwasher-safe components
Detachable. nonrusting blades
Weight less than 2..5 pounds
Motor not to overheat quickly
Pulse grind operation
Easy operating controls
Wide-mouth jar for easy loading
Pour spout on jar for easy pouring
Easy to read English and metric graduations on jar
40-60 ounce capacity
SpiU-pmof lid
Clear jar for easy visibility
Cord storage area
110/220 Volt operation
Price under $35
Understanding the Market
Market understanding should clarify how the product will
benefit both the consumer and the company and should
focus on the following factors:
1. Market fit with the overall mission of the company.
2. Synergy between the market and the company.
3. Attractiveness of the market.
synergy between the market and the company is
determined by answering a series of questions, such as
■ Is the market new to the company?
■ Will the company have to learn a new business?
■ How well do its management, talent, and skills apply to this market?
■ Can the company use its technological skills in this market? Its production
facilities?
■ Will the company have to learn new technologies?
■ Have the technologies been acquired by acquisition? How well does the
acquired management
■ fit with the market?
■ Are significant capital investments required to enter the market?
■ Can the existing marketing and sales forces and strategies be used? Or,
must new ones be developed?
The questions that can be weighted to determine the
market attractiveness and the market share one
expects to gain, initially and over a period of time.
■ Is the market a large one? How large? Geographical and populations
sizes?
■ What are the past market trends? Growing? Stagnant? Shrinking?
■ What competitors already are in the market? What are their strengths and
weaknesses?
■ Does one competitor dominate the market? Which one?
■ What are the cost and sales profiles of the leading competitor?
Marketing and sales strategies?
■ Technologies? Patents? Reaction to new competition?
■ How do the consumers perceive the competition? How well are their needs
being met?
■ What market share is held by the competition?
■ What are the trends in consumer needs? What are the features of the new
product?
■ How are the pricing and features likely to attract the consumers?
■ Is the timing of new product introduction good?
Product Attributes and Specifications
■ Performance: primary operating characteristics of the
product.
■ Features: characteristics of the product.
■ Reliability: mean time between failures.
■ Durability: product life estimate.
■ Serviceability: ease of repair, part replacement,
maintenance.
■ Aesthetics: look, feel, sound.
■ Packaging: packaging requirements, labeling, handling.
■ Perceived quality: subjective reputation of the product.
■ Cost: manufacturing, servicing.