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What is Product development?
Product development aims to provide the goods
wanted by the market, at the time and in the
quantities desired by it, at the prices it is willing to
pay, yet leaving a sufficient margin (or a net profit)
for the manufacturer
Product development is the process of
commercializing a product in the market starting
from the concept stage.
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An ongoing process
WhyProduct development?
For corporate profitability
To stay alive and grow in competitive business,
PLC decline & demise
A process to match the needs of the market
High product mortality
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Types of Product development
1. Addition of a product
2. Modification/improvement of an existing
product
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1. Additionof new product
Fill the gap in product rangemens wear, ladies
wear + kids wear
To maintain some products always at maturity
level to boost the revenue for the company - PLC
To utilize the resources and skills available in the
companyMMS + BMS + MBA
To explore new market or create new markets
tooth paste + tooth powder
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To meet customers specific demand
packaging boxes for a new product, specialcans for Ponds Magic
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2. Improvement/modification of existing
products
Short term objectives and long term objectives
Short term objectives
To stimulate the salesColgate herbal, active,
sensitive! Cell phones with cameras
To satisfy urgent needs of the customers - pencils
with erasers, CFL lamps, need to meet customers
urgent need to save electric power
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To utilize installed capacityfan manufacturers
making radiator blowers
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Long term objectives
To monopolize the market supersonic
jets? NANO, small car?
To establish long term business relation
ship with customer (supporting the new
product development by the customer)
OEMs, ABC & TATAs
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To reduce cost of manufacturing cans using
thinner, double rolled steel sheets, plastic cans for
talcum powder
To produce in large quantities electrical
equipment running on US and European standards
voltage
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Methodology of Product
Development
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Productdevelopment
Product
design
Process
design
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Product design
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1. Need Identification
Sources for new product ideas
Market research
Research and development
Pure research
Applied research
Brain storming13
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2. Advance product planning/feasibility study
Market viability
Corporate Policy
SWOT Analysis of the company to ascertain
where the new product idea lies
Familiarity with similar product, process,
market, distribution
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A conceptual design emerges
Physical dimensions
Appearance
Target cost
joint decision by technical and commercial
executive
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3. Advance design
Taking the product idea ahead
Technical feasibility
trade off in the product design
Need for further experimentation
Need for prototype testing
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4. Detailed engineering design
Design converts concept into Reality
Production converts design into product.
Product satisfies customers needs and brings
money back into business.
A good product design is built on following
corner stones
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PRODUCTION
NEEDS
PRODUCT DESIGN
CUSTOMER
NEEDS
MODULAR DESIGN
EXAMPLES:
WRIST WATCHES
SLOTTED ANGLES RACKS
STANDARDIZATIONVARIETY
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What do customers want?
What do producers want?
Tools for product design
Variety Reduction
Standardization
Modularization
Computer assisted design
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Role of Operations function in design of the
Productproduction friendly design
User friendly, maker friendly & service friendly
design
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Key elements in product design
Function: designed product must perform the
function expected by the customer
Cost: competitive price in the market
Quality: What is quality? Mutually agreed
quality parameters which adequately meet
customers need and price
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Reliability: Failure free function for agreed
Period[aviation electronics, Medical electronics,Space crafts etc.]
Appearance: industrial products as against
consumer products
Environmental impact: S H E Objectives of
company are to be built into the product through
Design
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Product safety: safe to make, safe for use &
environment
Producibility: ease and speed of production,
efforts, costs
Maintainability: ease and speed of maintenance
Timing: relevant to services and also to
hardware [24 hr. banking]
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Accessibility: relevant to Services. Where is the
service available? ICICI bankbank comes to yourdoor step!, ATMs, if placed in a remote area?
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5. Prototype development
Testing the prototype to ascertain its ability to fulfill
customers expectations
6. Product development
Based on the performance of the prototype finalproduct development is done
7. Launch
A small batch is produced without focus on theprocess to gauge the product acceptability in the
market
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8. When the product launch is successful, process
design begins
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Production process design and
development
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Process selection and design
How shall we produce?
1.Understand how the product is made
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2. Explode the major assembly intosub assemblies and sub assemblies into parts.
EN31 Steelwire Coil
EN31 Steel
barsEN31 Steel
sheets
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Cold
forging
EN31 Steel
wire Coil
Heat
treatmentGrinding
Super
finishing
ROLLERS
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3131
Turning
EN31 Steel
bars
Heat
treatmentGrinding
Super
finishing
OUTER
RACES
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Turning
EN31 Steel
bars
Heat
treatmentGrinding
Super
finishing
INNER
RACES
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33333333
Punch
-ing
EN31 Steel
sheets
CAGES
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ROLLERSOUTER
RACES
INNER
RACES
ASSEMBLY
CAGES
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3. Write the process flow diagram for assembly
and
manufacturing operations
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4. Fix the output characteristics of the product
5. Ascertain the position of the product in ThePLC
6. Choose operations system
Different operations like assembly, parts
production can have different processes
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Mass
Production
PD
Project
Form of
Production
Job shop
production
OLUME
AR
I
E
T
Y
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7. Identify critical core operations
8. Strategize Manufacturing, consider strategic
factors and cost factors, make or buy decisions
9. Fix trade off between capital & labor10. Choose Technology, Equipment like S P Ms or
G P Ms, Tooling like ceramic or HSS, Skills
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3. Product evaluation and improvement
Feedback from customers, workers and
service providers
P D C A for initial control
3. Product use and support
Value added services
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