making needs of product

UNIVERSITAS INDONESIA

NON – SOAP SOAP

Revised Report Assignment 1

GROUP 18

GROUP PERSONNEL:

Aditya Kristianto (1206249681)

Endra Panreski (1206202021)

Irpan Friyadi (1206249076)

Shofiyyah Taqiyyah (1206250090)

Tiara Yuniawati (1206201933)

CHEMICAL ENGINEERING DEPARTMENT

ENGINEERING FACULTY

UNIVERSITAS INDONESIA

DEPOK 2015

ii Universitas Indonesia

EXECUTIVE SUMMARY

Soap is a daily human need and also can be use as some kind of skin care.

Soft and healthy skin must be something that almost everyone long for. There are

many ways to get the skin as they want, including daily use of soap. Nowadays,

soap have a work mechanism that produces foam that could make their skin

becomes more smooth. In fact, the resulting soap foam has a lot of negative

impact on the health of the skin and the environment. So that we will design our

own product based list of consumer needs. Our soap will not produce foam that

harm the skin but it also won‟t reduce the effectivity of cleaning the body.

Before we make our product, first we identify the customer needs by

determining customers first and analyze our customer through questionnaires or

interview. There are 10 data that we‟ve got such as, first based on gender, age,

job, income, based on the type of soap that commonly use, the advantage of soap

that used by customers, customer‟s reason when changing their soap, price of

frequently bought soap, customer‟s consideration based on number of foam, and

commonly soap product that used by customers. Then, we classify our customer

needs into five groups, there are product perception, product performance, product

properties, retailing, and regulation. Then, we ranked the needs to make

evaluation about needs.The rank of each need is pure from our subjectivity as an

„expert‟ and based on regulation that be valid in Indonesia.

After we got needs of product from consumer, then we specified the needs.

Some of the need we got is qualitative, therefore we need identify and convert

them into a unit. After that, we do benchmarking, to know our competitor. Then,

we determine ideal and marginal value. Ideal value comes from the regulation or

resolution from Standar Nasional Indonesia (SNI), and from patent. Marginal

value is obtained based on the interview toward the respondents and the expertise.

iii Universitas Indonesia

LIST OF CONTENTS

EXECUTIVE SUMMARY ..................................................................................... ii

LIST OF CONTENTS ........................................................................................... iii

LIST OF FIGURES ............................................................................................... iv

LIST OF TABLES ...................................................................................................v

CHAPTER 1 INTRODUCTION .............................................................................1

1.1. Background of the Ideas...................................................................................1

1.2. Problem Identification .....................................................................................2

1.3. Problem Boundaries .........................................................................................3

1.4. Writing Purposes .............................................................................................3

CHAPTER 2 LITERATURE REVIEW ..................................................................4

2.1. Definition of Soap............................................................................................4

2.2. Composition of Soap .......................................................................................6

2.3. Type of Soap ...................................................................................................7

2.4. Sodium Lauryl Sulfate .....................................................................................7

2.5. Non-soap Soap Product .................................................................................. 10

CHAPTER 3 NEEDS ............................................................................................. 11

3.1. Finding Needs................................................................................................ 11

3.2. Customer Needs ............................................................................................. 12

3.3. Interpreted Needs ........................................................................................... 18

3.4. Group of needs .............................................................................................. 20

3.5. Ranking of Customer Needs........................................................................... 23

CHAPTER 4 PRODUCT SPESIFICATION ........................................................ 25

4.1. List of Metrics ............................................................................................... 25

4.2. Benchmarking Existing Product ..................................................................... 29

4.3. Marginal Value and Ideal Value ..................................................................... 32

CHAPTER 5 CONCLUSION ................................................................................ 35

REFERENCE ......................................................................................................... 36

iv Universitas Indonesia

LIST OF FIGURES

Figure 1.1. Example of Non-Soap Soap Product that Made by Natural Materials . 2 Figure 2.1. Triglyceride Saponification Reaction ................................................. 4

Figure 2.2. Neutralization Reaction of Fatty Acid ................................................ 4

Figure 2.3. The Form of Layer Thin in Water ....................................................... 5

Figure 2.4. 2D Structure of SLS (Sodium Lauryl Sulfate) .................................... 5

Figure 3.1. Customer Grouping Based on Gender .............................................. 13 Figure 3.2. Customer Grouping Based on Age ................................................... 14 Figure 3.3. Customer Grouping Based on Job .................................................... 14 Figure 3.4. Customer Grouping Based on Income .............................................. 15 Figure 3.5. The Type of Soap that Commonly Use ............................................. 15 Figure 3.6. The Advantage of Soap that Used by Customers .............................. 16 Figure 3.7. Customer‟s Reason when Changing Their Soap ............................... 16 Figure 3.8. Price of Frequently Bought Soap ...................................................... 17 Figure 3.9. Customer‟s Consideration Based on Number of Foam ...................... 17 Figure 3.10. Commonly Soap Product that Used by Customers .......................... 18 Figure 3.11. Customer Needs Grouping ............................................................. 22

v Universitas Indonesia

LIST OF TABLES

Table 3.1. List of Interpreted Needs ................................................................ 18

Table 3.2. List of Needs .................................................................................. 20

Table 3.3. Group of Needs .............................................................................. 20

Table 3.4. Ranking of Customer Needs ........................................................... 21

Table 4.1. List of Unit Specification of Needs ................................................. 25

Table 4.2. List of Specification Unit Metrics ................................................... 27

Table 4.3. List of Product Specification of Benchmarking ............................... 30

Table 4.4. List of Marginal and Ideal Value .................................................... 33

1 Universitas Indonesia

CHAPTER 1

INTRODUCTION

1.1. Background of the Ideas

Soap is one of basic needs of daily. People usually use soap for cleaning,

washing, and bathing their body or especially for their skin. Soap also use for

treating their health skin because the function of skin for cover the body is very

important. Soap has a function for cleaning all of dirt in skin like dust, oil, and

chemical substances which usually patched in skin. There are many types of soap

and it depends on their usage and their form. Bar soap is usually use just for

cleaning the body, but liquid soap often also use for shampoo and cleaning the

face.

Soap is a glyceride or carboxyl which made by a reaction between ester and

hydroxyl and glycerol residue. The properties of soap depend on the amount and

composition of raw material that used for making the soap. Good composition of

fatty acid for making the soap is a long carbon chain C12-C18. Carbon chain C12-

C14 gives a good function for produce foam, and C16-C18 is good for make hard

texture and for detergents (Aine, 1996). The properties of soap also depend on

another raw material like gliceryn and ethanol as a solvent.

All of soap contains surfactant as active agent for cleaning. SLS (Sodium

Lauryl Sulfate) and SLES (Sodium Laureth Sulfate) is one of surfactant which

usually used in soap. It is one of raw material of soap that can produce foam or

usually called as foaming agent. Most people usually know that soap always make

foam, however the amount of foam which produced by soap not specify the soap

for cleaning the body. Used of SLS as surfactant in soap have many negative

effect. Because, SLS have corrosive properties so it caused irritation in skin and

can make dry skin, scaly skin, itchy skin, and make rash skin. For people who

have a sensitive skin, SLS can make worse effect. Sodium Lauryl Sulfate (SLS) as

surfactant can also cause an irritation in eyes, organ toxicity, and have a possible

mutation and cancer. Surfactant which contained in soap which produces foam

also has a negative effect for environment. Waste of foam from soap is usually

contaminated aquatic ecosystem.

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Universitas Indonesia

Now, people like to consume the product which made by natural materials,

because it has a less negative effect than chemical substances. Surfactant which

made by natural materials also has a better effect than surfactant like SLS or

SLES which usually used for soap ingredients. Soap which made by natural

materials is comfortable with all of types of skin especially for sensitive skin. The

non-soap soap product is one of product that made by natural material that doesn‟t

have negative effect for skin. This product is usually used for people who have a

sensitive skin or an allergic disease.

Figure 1.1. Example of Non-Soap Soap Product that Made by Natural Materials

(Source: www.iherb.com on Thursday Feb, 19, 10:45 WIB)

Because of that problem so we want to make the product of soap that can be used

for all people with every types of skin. If people used our product, they don‟t to

worry that their soap will make dry skin, scaly skin, itchy skin, or make rash skin

especially for people who have a sensitive skin. This product is also made by

natural materials so this is very friendly with the environment and we don‟t to

worry with the waste of soap product because it can‟t make water pollution.

1.2. Problem Identification

There are a few identifications of problem from soap product, such as:

The existing of soap product still containing surfactant from chemical

substances which produce a lot of foam and has a negative effect for our

body.

Non-soap soap products which produce less foam and has a high quality is

very expensive.

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Nature based non-soap soap product can‟t give a good aroma so people

usually not use that product.

1.3. Problem Boundaries

In order to make the study about non-soap soap product not extend, the

limitation of this writing are:

Non-soap soap product that can be used for man and woman in any ages.

Skin friendly of non-soap soap which made by natural materials.

1.4. Writing Purposes

There are a few purposes in this writing, such as:

To make a product of non-soap soap which made by natural materials.

To know the formulation of non-soap soap product.

To compare the non-soap soap product that made by us with the existing

product.


CHAPTER 2

LITERATURE REVIEW

2.1. Definition of Soap

Soap is a salt from alkali like sodium and potassium, from long chain fatty

acid. The saponification of fatty acid and sodium or potassium can produce salt

that called as soap with glycerol as side product. Soap used as cleanser which

made by a chemical reaction between sodium and potassium with fatty acid from

vegetable oil or animal oil (SNI, 1994). In Kirk et al. (1954), main component of

soap is chain fatty acid C12-C18 and sodium salt or potassium salt. Fatty acid which

binds with sodium salt (NaOH) called as hard soaps, and fatty acid which binds

with potassium salt (KOH) called as soft soaps.

Soap can be made by two ways, saponification and oil neutralization. In

saponification oil can be produce side product like glycerol, and in neutralization

oil can‟t be produce glycerol. Saponification is a reaction between triglyceride

with alkali, and neutralization is a reaction between fatty acid and alkali (Kirk et

al, 1954).

Chemical reaction in triglyceride saponification is:

Triglycerid Alkali Soap Glycerol

Figure 2.1. Triglyceride Saponification Reaction

(Source: www.harpercollege.edu on Thursday Feb, 19, 11:00 WIB)

Chemical reaction in fatty acid neutralization is:

Free fatty acid Alkali Soap Water

Figure 2.2. Neutralization Reaction of Fatty Acid

(Source: www.intechopen.com on Thursday Feb, 19, 11:05 WIB)

5


Based on SNI (1994), soap is a sodium soap which added by flavor substances

and used for cleaning the body and good for health. Based on Cavith (2001), the

molecule of soap consists of carbon chain, hydrogen, oxygen, which packed in

head section and tail section. Head section is a hydrophilic (carboxyl chain) which

has a function for binding the water, and tail section is a hydrophobic

(hydrocarbon chain) which has a function for binding the oil or the dirt.

Figure 2.3. The Form of Layer Thin in Water

(Source: www.google.co.id on Thursday Feb, 19, 11:10 WIB)

If soap is dissolved in water, the hydrophilic point from the molecule is

pulled out to the water and dissolving it, but the hydrophobic point is rejected by

the water. So a layer thin is formed in the top of water and down the tension of

water surface. If the solution of soap is touch with dirt which contain fat or oil, the

molecule of soap is oriented. The hydrophobic section is cover the dirt which

contains oil and the hydrophilic section still solved in water. Oil and fat can

dispersed becomes a little drop and the molecule of soap is in the surface. Fat drop

or oil drop which surrounded in molecule of soap is called as misela. Because of

carboxyl site from molecule are projected, the surface of misela become negative.

All of misela solved in water and wasted with the water. The cleaning is

processing by reducing the water tension and emulsified the waste.

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2.2. Composition of Soap

2.1.1. Fat and Oil

Fat and oil are raw materials of soap, the reaction of fatty acid and alkali

will produce glycerin and soap, the process is known as saponification. The

difference between fat and oil is in physical form, the form of fat is solid, but the

form of oil is liquid. Fat which used in soap is tallow, and oil which used in soap

is coconut oil, palm kernel oil, and palm stearin (Barel et al, 2009).

2.2.2. Alkali

Alkali in soap is reactant agent with oil phase in saponification process. The

reaction between oil phase and alkali will produce glycerol and soap which is

sodium salt and potassium salt (Barel et al, 2009).

2.2.3. Additive Materials

The additive materials in soap are:

a) Fragrance

Fragrance is one of important additive materials in cleanser product.

The function of fragrance is to reduce the smell of fatty acid and oil or for

become a deodorizer. The amount of fragrance in hard soap is depends on

the needs of costumer. The composition of fragrance is between 0,3% (for

sensitive skin) until 1,5% (for deodorize soap) (Barel et al, 2009).

b) Preservative

The function of preservatives in soap is to prevent the oxidation in

storage place. Used of unsaturated fatty acid (like oleat, linoleat, linolenat)

can be caused the oxidation reaction. The preservatives agent that used in

soap is EDTA (Ethylene Diamine Tetra Acid) or antioxidant agent like BHT

(Butylated Hydroxy Toluene) (Barel et al, 2009).

c) Conditioners

Skin conditioner is used for gives soft skin and for become a

moisturizer for dry skin. Glycerin and free fatty acid is an additives material

which can be a skin conditioner. Another additive material that become skin

conditioners are vitamin E, jojoba oil, glyceryl stearate, cetyl ester, beeswax,

and mineral oil (Barel et al, 2009).

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d) Surfactant

Surfactant is used to improve the performance of hard soap, and

improve the comfortable in skin, and become foaming agent. The amount of

surfactant in soap is between 5% (low level) until 80% (Barel et al, 2009).

2.3. Type of Soap

There are handmade and commercially made soaps. Another way to look at

soap is by its use. Soap is available for personal use, laundry use, and

dishwashing, and pet cleaning products that are soaps can also be found

(Elizabeth, 2015).

Novelty soaps include the soap in the shape of a rubber ducky and the soap-

on-a-rope, made not only to clean, but for enjoyment as well. Soaps may be made

novel by their shape and/or coloring. There are novelty soaps for children, for

example, a bar of soap can have a toy inside or be formed like a crayon and used

to draw on the tub. As with other types of soap, you can purchase novelty soaps or

make your own. Many specialty soap molds are available in a vast array of ethnic,

holiday, and other shapes (Elizabeth, 2015).

Beauty soaps are likely to feature attractive fragrances, and ingredients to

address a variety of skin types. Beauty soaps may feature glycerin, or special oil

blends, for example, combining Shea butter, with coconut palm oil and other oils.

Guest soaps are usually miniature soaps, molded into attractive shapes and

designed for use by guests in the main bathroom, or in a separate guest bathroom.

Popular shapes are flowers, sea shells, and rounds. Laundry soap is specially

formulated to clean clothes. Be sure to follow package directions for best results.

Dish soap is the counterpart of dish detergent and comes in a variety of scents. As

with laundry soap, be sure to follow package directions, and do not use dish soap

in a dishwasher (Elizabeth, 2015).

2.4. Sodium Lauryl Sulfate

Sodium Lauryl Sulfate (SLS) is a common ingredient in personal care

products, it is an additive that allows cleansing products to foam. According to the

Environmental Working Group's Skin Deep Cosmetic Safety Database, SLS is a

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"moderate hazard" that has been linked to cancer, neurotoxicity, organ toxicity,

skin irritation and endocrine disruption (Eisenbraun, 2015). SLS is an emulsifier

and foaming agent commonly used in cosmetic products and industrial cleaners.

SLS is present in most body washes, soaps, shampoos, toothpastes and laundry

detergent. According to Mercola.com, although SLS is derived from coconuts, it

is contaminated with a toxic byproduct during the manufacturing process

(Eisenbraun, 2015).

SLS may also be listed as sodium dodecyl sulfate, sulfuric acid,

monododecyl ester, sodium salt, sodium salt sulfuric acid, sodium dodecyl sulfate,

aquarex me or aquarex methyl, reports the EWG. Related chemicals include

sodium laureth sulfate, or SLES, which has a higher foaming ability and is

slightly less irritating than SLS, according to Mercola.com. Ammonium lauryl

sulfate, or ALS, is similar to SLS and poses similar risks (Eisenbraun, 2015).

The Cosmetic Ingredient Review reports that SLS, SLES and ALS are

irritants at concentrations of 2 percent or greater, and recommends that cosmetic

products should not contain concentrations greater than 1 percent. Undiluted SLS

can cause skin and eye irritation, as well as nausea, vomiting and diarrhea if

ingested, according to the National Institute for Occupational Safety and Health

(Eisenbraun, 2015). Mercola.com reports that SLS and SLES are often

contaminated with 1,4 dioxane, a byproduct of the manufacturing process that is

"possibly carcinogenic to humans" and may also cause negatives effects in the

kidneys, liver and central nervous system, according to the National Institute for

Occupational Safety and Health (Eisenbraun, 2015).

Figure 2.4. 2D Structure of SLS (Sodium Lauryl Sulfate)

(Source: www.chemistry.about.com accessed on Thursday Feb, 19, 10:45 WIB)

SLS is used as a surfactant in shampoos and toothpastes. SLS also has

microbicidal activities against both enveloped (Herpes simplex viruses, HIV-1,

Semliki Forest virus) and nonenveloped (papillomaviruses, reovirus, rotavirus and

9


poliovirus) viruses, although it has not been approved for this use. SLS is an

anionic surfactant. Its amphiphilic properties make it an ideal detergent.

Like other surfactants, SLS is amphiphilic. It thus migrates to the surface of

liquids, where its alignment and aggregation with other SLS molecules lowers the

surface tension. This allows for easier spreading and mixing of the liquid. SLS has

potent protein denaturing activity and inhibits the infectivity of viruses by by

solubilizing the viral envelope and/or by denaturing envelope and/or capsid

proteins.

SLS have many effects to the skin. The substance is irritating to the eyes,

skin and respiratory tract. Repeated or prolonged contact with skin may cause

dermatitis. Sodium lauryl sulfate (SLS), a related detergent used in cosmetics, is a

skin, eye and respiratory tract irritant and toxic to aquatic organisms.

Occupational exposure to sodium lauryl sulfate may occur through inhalation of

dust particles and dermal contact with this compound at workplaces where sodium

lauryl sulfate is produced or used. The general population may be exposed

through the use of food additives and other consumer products such as detergents,

shampoos, and toothpaste products containing this compound (SRC).

Sodium lauryl sulfate's production and use as a surfactant may result in its

release to the environment through various waste streams. If released to air, an

estimated vapor pressure of 4.7X10-13 mm Hg at 25 deg C indicates sodium

lauryl sulfate will exist solely in the particulate phase in the ambient atmosphere.

Particulate-phase sodium lauryl sulfate will be removed from the atmosphere by

wet and dry deposition. If released to soil, sodium lauryl sulfate is expected to

have no mobility based upon an estimated Koc of 1.0X10+4. Volatilization from

moist soil surfaces is not expected to be an important fate process based upon a

water solubility of 1.00X10+5 mg/L and that it is a salt. Sodium lauryl sulfate is

not expected to volatilize from dry soil surfaces based upon its estimated vapor

pressure. Approximately 60% of sodium lauryl sulfate, present at 10 mg/kg, was

mineralized in a creosote-contaminated sandy loam soil in 10 days. If released

into water, sodium lauryl sulfate is expected to adsorb to suspended solids and

sediment in water based upon the estimated Koc. Approximately 80% of the

initial concentration (approximately 25 ppm) of sodium lauryl sulfate was

10


biodegraded in four samples of surface water in 50-140 hours, depending upon the

season in which the samples were collected and inoculum source. Volatilization

from water surfaces is not expected to be an important fate process based upon

this compound's water solubility and that it is a salt. An estimated BCF of 71

suggests the potential for bioconcentration in aquatic organisms is moderate.

Hydrolysis of sodium lauryl sulfate is not expected to occur due to the lack of

hydrolyzable functional groups. Occupational exposure to sodium lauryl sulfate

may occur through inhalation of dust particles and dermal contact with this

compound at workplaces where sodium lauryl sulfate is produced or used. The

general population may be exposed through the use of food additives and other

consumer products such as detergents, shampoos, and toothpaste products

containing this compound. (SRC)

2.5. Non-soap Soap Product

Non-soap cleansing products contain synthetic surfactant ingredients, which

are milder than regular soap, and can help keep skin healthy and moisturized (Oz,

2015). Non-soap cleansers, also called synthetic detergents, or syndets for short,

consist either partially or entirely of synthetic ingredients instead (Siddons, 2015).


CHAPTER 3

NEEDS

3.1. Finding Needs

Soap is a daily human need. It is also one kind of skin care. Soap which we

use usually can produce foam based on the process that we called saponification.

Certainly, in chemical product design, we should make a valuable product that can

be selling well. There are 2 types of market‟s product, first market driven or

development product and technology driven or new product. Non-soap soap is one

of development product. For development product, firstly we should learn and

know the lacks of the existing products such as the work mechanism, price and

others, and then we analyze about how to solve the problems but, if our

innovation is not marketable/customer needs. So, we should give detail

explaination and take market-test.

Nowadays, soap has multifunction, not only about to clean our body but also

it can be as an antiseptic, raised scars and others. But not people know about the

disadvantage of soap that produce foam. First, foam made by soap chemicals that

called SLS (Sodium Lauryl Sulfate). If we used SLS in long term and frequently,

it can cause irritation to the skin. While for short term, it can result in allergy,

itching, dry and reddish skin, it could enter the tissues of the body, that cause of

eye irritation. Beside that, SLS also harmful to the environment. SLS can pollute

ground water and toxic for animals water. Certainly, the waste that produced will

have a negative impact for local residents. There are other reasons about the

design of the existing product that should be being substituted. So, it is important

to make a new product of soap to answer these problems.

3.1.1. Survey Method

To make a new product is consisted of several steps. The first step is

identifying customer needs to find their needs of a product. Identifying market

needs can be conducted in some ways, such as direct market analysis and indirect

market analysis.

Direct market analysis is conducted by spread the questionnaires or

interview the costumer or respondent. For direct market analysis, the number of

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customers that is involved here should be varied to represent all the customer‟s

need. The other reason is in order to identify their wants from different type of

customers. If we want to talk deeply and free about customer need‟s and their

problem, so this method is an effective ways to do that. The questioner or

interview can be spread to various people by age, gender, income, etc. So that our

data can represent all needs of our product.

Indirect market analysis is conducted by searching and collecting data

related to make soap. We can find that information with electronic media, book or

journal online. The information could become a references for us to find the

product specification.

Based on the survey above, we took a direct interview and spread the

questionnaires. But, the questionnaires also posted online using googledocs, so it

can be varied for all categories such as age, gender, etc.

3.1.2. Survey Information Method

Before survey, we should make list of questions. The questions consist of

respondent information and questions about the use of soap. Respondent

information that we ask about such as gender, age, job, and income. While

questions about the use of soap such as brand soap used, the qualities of soap that

consumer used, advantage and disadvantage by using the existing soap, form of

soap, the frequency of the purchase of soap, the score of each point that we give

for the criteria of our innovation, price of existing soap, select soap that many

foam can be produced or not, knowledge about the danger of suds.

3.2. Customer Needs

Before determining what kind of innovation that we can apply on the soap,

we must determine the customer of soap. The aim that we have to determine the

customers is because we must get the data from the customers who use the

product. It is important, because soap isn‟t a new product. The advices from the

customers can help us to know about the weakness from the existing product. So,

we can improve the weaknesses of the existing product to the strength of ours.

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3.2.1. Determining customers

Soap is widely used by people, so we can survey everyone about the

performance of their soap. Sure, the complain about the weaknesses from the soap

is different for everyone. Based on that reason, we picked different kind of

customers for survey what they needs. The needs from a teenager can be different

with the needs from a kid. Teenagers are more interested about the soap if the

soap can help them from acne problems. Kids are more interested to the soap

which have pleasant smell. Therefore, we picked different kind of customers so

we can consider about all they needs.

3.2.2. Customer Analysis

There are two ways that we use to analyze our customer, trough interview

and questionnaire. Because the soap is widely used by people, we think that

questionnaire is enough to gather the data for the customers. Although, there are

some people who we interviewed directly. The questionnaire can be a hardcopy or

softcopy which we spread to the different customers directly or by social media.

We have classified the customers by their gender, age, job and income. The data

below showed the customer that we have interviewed and sent them

questionnaires.

Figure 3.1. Customer Grouping Based on Gender

(Source: author’s personal data)

We interviewed more female than male because there are more female who

concerned about their skin than male, so female have more lamentation about

performance of their soaps. So, the advices from female customers would help us

to developing our product. Although, the male customer‟s advices can be useful.

37%

63%Male

Female

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Figure 3.2. Customer Grouping Based on Age


The aim of grouping based on age is because the different of age give variance of

needs. For example, the needs of soap must have performance for omit the acne

problems usually comes from teenagers. In other hand, adult person usually

concerned in issue such as dry skin, wrinkled skin and flek.

Figure 3.3. Customer Grouping Based on Job


Place to work deals with the needs on the ability of soap to clean the body. If they

work in place that cause many sweat, of course need soap which capable of better

sweat cleaning and kill germs. In other hand, if working in the room that had air

conditioning they more needed soap which able to keep the tenderness of the skin.

Because of it, different jobs also will require different needs about soap.

14%

64%

10%12%

< 18 years old

18-30 years old

31-43 yearsold

> 43 years old

8% 10%

14%

60%

5% 3%Government Employee

Employee

Entrepreneur

College Student

Housewife

Other

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Figure 3.4. Customer Grouping Based on Income


Grouping based on income can show the needs from customers in terms of selling

price of soap products what we want to produce. Customers with high oncomes

tend to choose to buy products with a high price, with the hope of these product

has a more ability than the others. But, if customers with low income tend to

choose products which only just meet basic needs. High income customers may

have not hesitated to buy expensive products as long as these product can meet his

expectations, not only to fulfill basic needs that are already properly obtained

from the product. Of a diagram above, suggests that our correspondent most are

people who have to lower middle income. This is because more of a survey

carried out to student. Moreover, showed that actually correspondent we want the

price of soap with more affordable although the soap has a better capability than

other soaps.

Figure 3.5. The Type of Soap that Commonly Use


44%

40%

16% < Rp. 1.000.000,-

Rp. 1.000.000,- - Rp. 5.000.000,-

>Rp. 5.000.000,-

24%

76%

Bar

Liquid

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Based on diagram above shows that the majority of customers want soap in liquid

form. They argued that liquid soap is simple, easy to take and was more hygienic

than bar soaps. Liquid soap also has more fragrant compared with bar soap. Hence

they prefer to buy liquid soap than bar soap.

Figure 3.6. The Advantage of Soap that Used by Customers


The majority of customers assess their soap are having a more good smell than

other soap. The odor of soap that they use is a matter for consideration. In

addition, softness on the skin also become an advantage of soap that they use.

Moreover, soap that wouldn‟t make dried off the skin also become the advantage

too.

Figure 3.7. Customer‟s Reason when Changing Their Soap


11%

32%

3%28%

3%

17%

1% 5% Cheap

Good smell

Acne removal capability

Soft on the skin

Not irritating the eye

Wouldn't dried off the skin

Multifunction

Other

13%

46%3%15%

13%

10%More cheaper than one

Bored

Have shown an advertisement

Has a more fragrance

Has a better capability to clean up the skin

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From a diagram above, we can see that most customers will feel bored with soap

which they use. They will choose a new soap in consideration of having an odor

that more fragrant, cheap and has better ability to cleaning up the skin. In

addition, the price also affect them in choosing soap.

Figure 3.8. Price of Frequently Bought Soap


The diagram showed our customer‟s capability to buy soap. The result also can be

used for considerate our product price in order to our product can be accept by

customers. It can be conclude that our customers capability to buying soap are

almost between Rp. 10.000,- - Rp. 30.000,-.

Figure 3.9. Customer‟s Consideration Based on Number of Foam


Based on the results above shows that customers prefer to choose soap that have a

lots of foam. This is because of the customers who in the survey commonly use

ordinary soap. They have not known yet with the soap which having a little foam.

From the diagram below, we see the products that usually used by the customers.

23%

57%

20% < Rp. 10.000,-

Rp. 10.000,- - Rp. 30.000,-

> Rp. 30.000,-

60%35%

5%

Has a lot of foam

Has a bit of foam

No-foam formed

18


The products are ordinary soaps that we can see commonly on the market. So that,

they are more familiar with the product more than other type of soap which has

no-foam formed.

Figure 3.10. Commonly Soap Product that Used by Customers


3.3. Interpreted Needs

From the questions in the interview and the questionnaires, we can interpret

the needs of our customers as listed below:

Table 3.1. List of Interpreted Needs

No. Question or Prompt Customer statement Interpreted needs

1 What is the type of soap

that you usually use?

Bar Bar soap

Liquid Liquid soap

2 What is your reason that

you use these type of soap?

Simple or practice Has a practice package

Comfort to use The soap that comfort to use

Economical Has affordable price

Hygiene Anti bacterial soap

3 What the advantage from

the soap that you use?

Cheap Has affordable price

Good smell Has a good smell

Soft on the skin Soft on the skin

28%

3%14%

16%8%

11%

20%Lifebuoy

Nuvo

Lux

Dettol

Shinzui

Biorre

Other

19


Table 3.2. List of Interpreted Needs (continued)


Not irritating the eye Comfort on the eye

Wouldn't dried off the skin Moisturaizing soap

Can be used as a shampoo Multi-function soap

4 What is your

consideration when you

decide to replace the soap

that you use?

More cheaper than one Has affordable price

Bored Has interesting packages

Has a more fragrance Has a good smell

Based on advertisement Has a good marketing

Has a better capability to

clean up the skin

Has a good quality

5 What is your

consideration when you

decide wouldn't replace

the soap that you use?

Comfort to use The soap that comfort to

use

Not good enough Has a good quality

Has a compatibility on skin The soap that compatible

to the skin

Afraid the soap can

irritating the skin

The soap that compatible

to the skin

Know the product from

along ago

Has a good marketing

6 What is your range of

cost that you usually use

to but a soap?

< IDR. 10.000,- Has affordable price

IDR. 10.000,- -. 30.000,-

> IDR. 30.000,-

7 What is the innovation

that you want from a

soap?

Made from natural

ingredient

Made from natural

ingredient

Can remove the acne

problem

Acne removal soap

Whitening the skin Whitening soap

20


Table 3.3. List of Interpreted Needs (continued)


Multi-function Multi-function soap

Not irritating the eye Comfort on the eye

No foam formed No-foam soap


3.4. Group of needs

The data from the survey that we have, we can make list of need. This list is

interpreted from customer statement in our market analysis. Thus, list of needs

bellow is a representation of their needs which is from different customers based

on their gender, age, job and income.

Table 3.2. List of Needs

No. Needs

1 Good smell soap

2 Moisturizing soap

3 Affordable price

4 Acne removal

5 Comfort on the eye

6 Whitening soap

7 Anti-bacterial soap

8 Liquid soap

9 Has a practice package

10 Has no mineral oil

11 Easy to rinse

12 Water content < 15%

13 Amount of fatty acids >70%

21


Table 3.2. List of Needs (continued)

No. Needs

14 Neutral fat content < 2,5%

15 Sodium hydroxide content < 0,1%

16 Potassium hydroxide content < 0,14%

17 Has no leak package

18 Has an informative label on the package

19 Made from natural ingredients


We can arrange the needs from the customers into groups of needs that have same

topic. The grouping is important in order to make clearer in structured list of

needs of customer. We group the needs based on perception, performance of the

product, properties of the product, retailing, and regulation of the product.

Table 3.3. Group of Needs

No Needs

Product Perception

1 Good smell soap

Product Performance

2 Moisturizing soap

4 Acne removal

5 Comfort on the eye

6 Whitening soap

7 Anti bacterial soap

Product Properties

8 Liquid soap

11 Easy to rinse

22


Table 3.3. Group of Needs (continued)

No Needs

19 Made from natural ingredients

Retailing

3 Affordable price

9 Has a practice package

Regulation

10 Has no mineral oil

12 Water content < 15%

13 Amount of fatty acids >70%

14 Neutral fat content < 2,5%

15 Sodium hydroxide content < 0,1%

16 Potassium hydroxide content < 0,14%

17 Has no leak package

18 Has an informative label on the package


The grouping also can be shown as a figure below:

Figure 3.11. Customer Needs Grouping


23


3.5. Ranking of Customer Needs

After we grouping the needs that we have, we try to give rank of each need.

It doesn‟t depend on the needs in its group but it just to give an estimation of how

the needs are needed by the customers. The rank of each need is pure from our

subjectivity as an „expert‟ and based on regulation that be valid in Indonesia. We

give the value 1-5 as stated below :

5 = Essential

4 = Highly desirable

3 = Nice to have

2 = Not important

1 = Undesirable

Table 3.4. Ranking of Customer Needs

No Needs Rank

Product Perception

1 Good smell soap 5

Product Performance

2 Moisturizing soap 5

4 Acne removal 2

5 Comfort on the eye 4

6 Whitening soap 2

7 Anti bacterial soap 4

Product Properties

8 Liquid soap 4

11 Easy to rinse 4

19 Made from natural ingredients 5

Retailing

3 Affordable price 5

24


Table 3.4. Ranking of Customer Needs (continued)

No Needs Rank

9 Has a practice package 4

Regulation

10 Has no mineral oil 5

12 Water content < 15% 5

13 Amount of fatty acids >70% 5

14 Neutral fat content < 2,5% 5

15 Sodium hydroxide content < 0,1% 5

16 Potassium hydroxide content < 0,14% 5

17 Has no leak package 5

18 Has an informative label on the package 5


The rank is needed to know the priority that the product will have in their

specifications. Essential means that the needs are extremely important to have for

the product. Without that needs, the product will not be eligible to use by the

customers. Usually, the needs that labeled with rank essential is needs for

regulation. The needs for regulation is the priority to satisfy because if the product

engage the regulation, the product will not be able to release in the public market.

The other needs that we were given by 5 rank is the needs number 1, 3, and

21. We labeled the needs number 1 by 5 because customer more pleased with

scented soap. In addition, durability of the fragrant is also be a consideration for

customer in choosing soap. The needs number 3 labeled by 5 because based on

survey customer also want the soap that does not their skin to be dry. The dry of

skin is one kind of customer complaint about the effect of their soap. They also

expected their soap come from natural ingredients. This kind of needs make the

soap is attract to be use. In their opinion, natural material is safe for their skin.


CHAPTER 4

PRODUCT SPESIFICATION

4.1. List of Metrics

After we got needs of product from consumer, then we specified the needs.

Some of the need we got is qualitative, therefore we need identify and convert

them into a unit. The purpose of specification is to interprete the consumer needs

into units which can be measured, so we can specifically make the product. First

step to specify is to make list of specification and the unit for each need.

Table 4.1. List of Unit Specification of Needs

No. Needs Rank Specification Unit

Product Perception

1 Good smell soap 5 Odor Subjective

Product Performance

2 Moisturizing soap 5 Concentration % weight

glycerin

4 Acne removal 2 Concentration % weight

sulfur

5 Comfort on the eye 4 Acidity pH

6 Whitening soap 2 Concentration % weight

7 Anti-bacterial soap 4 Concentration % weight

Product Properties

8 Liquid soap 4 Density g/cm3

11 Easy to rinse 4 Solubility mg/L

19 Made from natural ingredients 5 Concentration % weight

Retailing

3 Affordabe price 5 Price/Volume IDR/Litre

9 Has a practical package 4 Volume mL

Regulation

10 Has no mineral oil 5 Concentration % weight

26


Table 4.2. List of Unit Specification of Needs (continued)

No. Needs Rank Specification Unit

12 Water content < 15% 5 Volume % volume

13 Amount of fatty acids > 70% 5 Concentration % weight

14 Neutral fat content < 2,5% 5 Concentration % weight

15 Sodium hydroxide content <

0,1% 5 Concentration % weight

16 Potassium hydroxide content <

0,14% 5 Concentration % weight

17 Has no leak package 5 Visual y/n

18 Has an informative label on the

package 5 Visual Subjective


After we specifies the needs and define the unit, we make list of metrice from

consumer needs and unit of specification. These are the metrices that show each

need‟s specification unit :

27


Table 4.3. List of Specification Unit Metrics

No. Needs Subjective pH % weight % volume mL y/n g/cm3 mg/L IDR/Litre

Product Perception

1 Good smell soap ●

Product Performance

2 Moisturizing soap ●

4 Acne removal ●

5 Comfort on the eye ●

6 Whitening soap ●

7 Anti-bacterial soap ●

Product Properties

8 Liquid soap ●

11 Easy to rinse ●

19 Made from natural

ingredients

● ●

Retailing

3 Affordabe price ●

28


Table 4.4. List of Specification Unit Metrics (continued)

No. Needs Subjective pH % weight % volume mL y/n g/cm3 mg/L IDR/Litre

9 Has a practical package ●

Regulation

10 Has no mineral oil ●

12 Water content < 15% ●

13 Amount of fatty acids >

70%

●

14 Neutral fat content <

2,5%

●

15 Sodium hydroxide

content < 0,1%

●

16 Potassium hydroxide

content < 0,14%

●

17 Has no leak package ●

18 Has an informative label

on the package

●


29


4.2. Benchmarking Existing Product

Benchmarking is the process of comparing one's processes and performance

metrics from other companies product. The purpose of benchmarking is to know

the current specification and exceed that by find out the specifications we can

probably fix of the products, so we can compete with our competitor. We already

have obtained the needs that have been quantified as a specification, then the next

step is to find the data and make an assessment for our product from it. The

specifications of the paint obtained from the reference data and estimation.

Several competitor we choose for comparison of non-soap cleanser are Cetaphil

and Nutribiotic. Most of the data we have is n/a (not available) and using dots (●)

because of the limitation from the source, like formulation proprietary, so we

judge the data based on review from people who using that product.

30


Table 4.5. List of Product Specification of Benchmarking

No. Needs Rank Specification Unit Own Cetaphil Nutribiotic

Product Perception

1 Good smell soap 5 Odor Subjective ●●●● ●●● ●●●

Product Performance


glycerin ●●●● ●●● ●●●

4 Acne removal 2 Concentration % weight sulfur ●●● ●●●● ●●●

5 Comfort on the eye 4 Acidity pH (6.5-7.5) 6.5 6.7 4-5.5

6 Whitening soap 2 Concentration % weight

vitamin B-3 n/a n/a n/a


triclosan ●●● ●●● ●●●

Product Properties

8 Liquid soap 4 Density g/cm3 1 0.96 1.1

11 Easy to rinse 4 Solubility mg/L n/a n/a n/a

31


Table 4.6. List of Product Specification of Benchmarking (continued)

No. Needs Rank Specification Unit Own Cetaphil Nutribiotic

19 Made from natural ingredients 5 Concentration % weight ●●●● ●● ●●●●

Retailing

3 Affordabe price 5 Price/Volume IDR/Litre 150.000 300.000 244.000

9 Has a practical package 4 Volume mL 400 473 473

Regulation

10 Has no mineral oil 5 Concentration % weight 0 n/a n/a

12 Water content < 15% 5 Volume % volume 14 % < 15% < 15%

13 Amount of fatty acids > 70% 5 Concentration limit % weight 75 % > 70 % > 70 %

14 Neutral fat content < 2,5% 5 Concentration limit % weight 0 % < 2,5 % < 2,5 %

15 Sodium hydroxide content < 0,1% 5 Concentration limit % weight 0,05 % < 0,1 % < 0,1 %

16 Potassium hydroxide content < 0,14% 5 Concentration limit % weight 0,1 % < 0,14 % < 0,14 %

17 Has no leak package 5 Visual y/n y y y

18 Has an informative label on the package 5 Visual Subjective ●●●● ●●● ●●●


32


4.3. Marginal Value and Ideal Value

Ideal value comes from the regulation or resolution from Standar Nasional

Indonesia (SNI) which is an instutition carrying out to make national standard

value so that our own specification product can be compared to the ideal value,

and from Patent. Marginal value is obtained based on the interview toward the

respondents and the expertise.

33


Table 4.4. List of Marginal and Ideal Value

No. Needs Rank Specification Unit Own Product Marginal

Value Ideal Value

Product Perception

1 Good smell soap 5 Odor Subjective ●●●● ●● ●●●●

Product Performance


glycerin ●●●● ●● ●●●●

4 Acne removal 2 Concentration % weight

sulfur ●●● ● ●●●

5 Comfort on the eye 4 Acidity pH (6.5-7.5) 6.5 6.5-7.5 6.5

6 Whitening soap 2 Concentration % weight n/a n/a n/a


triclosan ●●● ●●● ●●●●

Product Properties

8 Liquid soap 4 Density g/cm3 1 0.9-1.2 1

11 Easy to rinse 4 Solubility mg/L n/a n/a n/a

19 Made from natural ingredients 5 Concentration % weight ●●●● ●● ●●●●

34


Table 4.4. List of Marginal and Ideal Value (continued)

No. Needs Rank Specification Unit Own Product Marginal

Value Ideal Value

Retailing

3 Affordabe price 5 Price/Volume IDR/Litre 150.000 150.000-

250.000 300.000

9 Has a practical package 4 Volume mL 400 273-473 473

Regulation

10 Has no mineral oil 5 Concentration % weight 0 0 0

12 Water content < 15% 5 Volume % volume 14 % < 15% < 15%

13 Amount of fatty acids > 70% 5 Concentration % weight 75 % > 70 % > 70 %

14 Neutral fat content < 2,5% 5 Concentration % weight 0 % < 2,5 % < 2,5 %

15 Sodium hydroxide content <

0,1% 5 Concentration % weight 0,05 % < 0,1 % < 0,1 %

16 Potassium hydroxide content <

0,14% 5 Concentration % weight 0,1 % < 0,14 % < 0,14 %

17 Has no leak package 5 Visual y/n y y y

18 Has an informative label on the

package 5 Visual Subjective ●●●● ●● ●●●●



CHAPTER 5

CONCLUSION

The following conclusion from the data and discussion above is :

Commonly, soap is consist of fat and oil, alkali and additive materials which

are fragrance, preservative, conditioners and surfactant

SLS which is commonly used in personal care, can causing eye irritation to

the skin and harmful to the environment

Our own product that will be designed is non-soap soap which is made from

natural ingredients and safe for skin and environment

There are 19 type of needs for non-soap soap product and the needs which

more considered by customers are about the smell of the soap, the

performance of the soap that can moisturize their skin, made from natural

ingredients and has affordable package

Each of the benchmark product has advantage and disadvantage to each

other

Most of the specification of the needs are concentration

The source of ingredients data are limited because of the formula proprietary


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