Deepak Iom

Assignment on PRODUCT DESIGN AND DEVELOPMENT STRATEGIES.

Deepak Kumar Singh S-8, C.S.E. Roll no: 07 Industrial Org. & Mgmt. CUCEK,CUSAT. dt: 10:04:2006

QUESTION -- PRODUCT DESIGN AND DEVELOPMENT STRATEGIES ANSWER: PRODUCT DESIGN It is essential to design a product before starting its manufacture. The idea for new or improved products comes from many sources, such as •

Customer’s suggestions and complaints.

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R&D department.

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Other competitor products in the market.

When a new idea has been conceived and then developed to the point at which it shows itself to be both technically and commercially viable, it is considered as how the product should be made. Making of a new or modified product will require the services of the following departments of a company. -

Marketing,

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R&D,

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Design,

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Manufacture,

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Accounts, and

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Personnel.

Effects of Design on Cost. -

Product design decidedly influences the product cost.

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A complicated product design will associate high cost and vice versa.

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Product cost is made up of -- direct labour cost. -- direct material cost, -- direct expenses, and -- indirect expenses.

REQUIREMENTS OF A GOOD PRODUCT DESIGN It is not possible to specify exactly what constitutes a good design, but the essential requirements are that it should bring: •

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Customer satisfaction – in order to achieve customer satisfaction. -

The product should function correctly.

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It should possess desired degree of accuracy.

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It should have required standard of reliability.

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Product should be easy to operate.

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Product design should obtain good space utilization.

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Product should have pleasant appearance.

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Products should be of reasonable price.

An adequate profit – making adequate profit means -

It should be easy to manufacture.

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The use of standard component parts wherever possible can lead to great saving.

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A well designed product will consist of minimum number of parts.

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Good product design will call for minimum number of operations.

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Good product design should not extend the through-put time.

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A well designed product should be easy to pack and distribute.

FACTORS AFFECTING PRODUCT DESIGN The design of any product involves due to attention to the following factors: •

Technical factors.

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Industrial design factors.

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Designing for production-economic factors.

Technical Factors. 1. Operating conditions. -- Kind of workers which will be making use of the product. -- Conditions of noise, vibrations and heat, etc. 2. Performance -- Accuracy. -- Speed, feed, etc. -- Length of time. -- Types of materials used. 3. Maintenance -- How often maintenance and repair will be required. -- Whether planned or breakdown policy will be adopted. 4. Company Experience -- Has the product been designed by the company before? -- Has the company experience or expertise to design the product? Industrial Design Factors. 1. Function. -- Will the product function at minimum cost? 2. Appearance -- Does the product has a pleasing appearance? -- Does it create esteem? 3. Ergonomics -- Is the product suitable for human use? -- Does the use of product causes excessive fatigue to the workers? -- Does the product fulfills the principles of ‘Fitting the job to the workers’?

Designing for Production-Economic Factors 1. Materials. -- Materials Specification : Is the cheapest material, consistent with technical design requirements, being used. -- Yield: Is the waste production being minimised. -- Content: Is the minimum amount of material being used in making each component part? 2.Methods -- Equipment: For the production quantity required, can the most productive equipment be employed? -- Layout: Does the product design make best use of factory layout? -- Labour: Can the product be manufactured with the available labour? -- Tolerance: Does the product design allow the maximum possible tolerance? -- Tooling: Does the product design permit the use of existing or otherwise simple economical tooling? -- Overheads Involved. 3.Standards -- Is design simple? -- Does it keep types and varieties of parts to a minimum? -- Does the design make use of standard parts? 4.Finish

-- Finish may include painting, polishing, electroplating, etc. -- Is the right finish being used consistent with cost, endurance and appearance requirements?

DESIGN BY IMITATION. •

New designs come from innovation.

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Since innovating involves a lot of money and there is a risk of failure also so the flow of new designs results generally from imitation.

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Designs from imitation saves a lot of money in R&D and there is also no risk of design being unsuccessful in the market.

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Imitators start late but move pretty faster than the innovators since they can easily get the new product and its design.

PRODUCT DEVELOPMENT: A Product is an article obtained by the transformation of raw material and is marketed or sold by the manufacturer, i.e., a product is a salable item. It may be a consumer product or an Industrial product. Development is carried out after applied research which follows pure research. It concerns the most economically feasible method for applying the principle

through Research. It involves design/redesign and fabrication of new or modified product and then testing it to find its usefulness. Product Research and Development are concerned with all aspects of the product design and application including its, •

Functional efficiency,

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Quality,

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Unexplored uses,

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Investigation of materials and possible substitutes,

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Utilization of waste products, and

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Standardization and customer satisfaction.

Product development is essential in order to, •

Meet changing consumer needs.

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Manufacturing improved and low cost products.

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Maintain(one’s) sales position and profit margin.

Products can be developed by: •

Imitation, i.e. marketing another product similar to one in the market.

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Adaptation, i.e. developing an improved product for an already existing in the market .

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Invention, i.e. from an existing natural product getting a new artificial product.

Product development may involve a •

Small refinement,

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A major redesign.

Product development generally involves considerable expenditure; but a concern has to meet it if it has to survive when competition is hard.

Product Development Procedure: The various steps involved in developing a product are as follows: 2. Get new ideas – New ideas can be obtained by imitation, by adaptation, by invention( R&D), from dealers and customers, by advertising. 3. Separate the good, meritorious and feasible ideas from amongst the many, received. 4. The selected ideas are evaluated technically as regards, -

the method of manufacturer,

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Labour and equipment requirements,

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Performance characteristic of the product,

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Cost of manufacture, etc.

5. Selection ideas are evaluated as regards their acceptability by the customers. -

The first evaluation is simply a cursory survey by salesman.

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If the idea looks promising a nation wide market survey can be conducted.

5. Based on the information collected on technical and market aspects of the new product, it is decided finally as whether to go ahead for production or to forget the idea. 6. If it is decided to take up the idea, -

the product is designed,

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equipments are ordered,

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materials are procured,

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workers are selected and trained,

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control systems etc. are established, and it is decided whether to manufacture the product on mass-scale or job-lost basis.

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While the product is under manufacture, preparations are done to

introduce the product into the market and to impress the market with the developed

product. The following aspects are explored :

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size, location and characteristics of market,

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Advertisement policies,

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Appealing packaging,

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Channeling of distribution,

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Price, discount and guarantees,

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Service after sale etc.