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
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 wont 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 weve 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, customers reason when changing their soap, price of
frequently bought soap, customers 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.
ii
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
iii
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. Customers Reason when Changing Their Soap ............................... 16
Figure 3.8. Price of Frequently Bought Soap ...................................................... 17
Figure 3.9. Customers 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
iv
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
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 C12C14 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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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 doesnt
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 dont 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 dont to
worry with the waste of soap product because it cant 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.
Nature based non-soap soap product cant 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 cant 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)
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.
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).
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 soapon-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
"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
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 markets 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
11
12
customers that is involved here should be varied to represent all the customers
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 needs 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 isnt 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.
37%
Male
63%
Female
Figure 3.1. Customer Grouping Based on Gender

(Source: authors 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 customers advices can be useful.
14
10%
12%
14%
< 18 years old
18-30 years old
31-43 yearsold
64%
> 43 years old
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.
5% 3%
8%
Government Employee
10%
14%
Employee
Entrepreneur
College Student
60%
Housewife
Other
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.
15
16%
44%
< Rp. 1.000.000,Rp. 1.000.000,- - Rp.

5.000.000,-
40%
>Rp. 5.000.000,-
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.
24%
Bar
Liquid
76%
Figure 3.5. The Type of Soap that Commonly Use

16
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.
1% 5%
17%
3%
28%
Cheap
11%
Good smell
Acne removal capability
32%
Soft on the skin
3%
Not irritating the eye

Wouldn't dried off the skin
Multifunction
Other
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 wouldnt make dried off the skin also become the advantage
too.
More cheaper than one
10%
13%
Bored
13%
15%
3%
46%
Have shown an
advertisement
Has a more fragrance
Has a better capability to
clean up the skin
Figure 3.7. Customers Reason when Changing Their Soap

17
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.
20%
23%
< Rp. 10.000,Rp. 10.000,- - Rp.

30.000,-
57%
> Rp. 30.000,-
Figure 3.8. Price of Frequently Bought Soap

The diagram showed our customers 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,-.
5%
35%
Has a lot of foam
60%
Has a bit of foam

No-foam formed
Figure 3.9. Customers 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.
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.
Lifebuoy
20%
11%
8%
16%
28%
Nuvo
3%
14%
Lux
Dettol
Shinzui
Biorre
Other
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.
1
Question or Prompt
What is the type of soap
that you usually use?
Customer statement
Bar
Bar soap
Liquid
Liquid soap
Simple or practice
Has a practice package
What is your reason that Comfort to use

you use these type of soap? Economical
What the advantage from

the soap that you use?
Interpreted needs
The soap that comfort to use

Has affordable price
Hygiene
Anti bacterial soap
Cheap
Good smell
Has a good smell
Soft on the skin
Soft on the skin
19
Table 3.2. List of Interpreted Needs (continued)
No.
Question or Prompt
Customer statement
Comfort on the eye
Wouldn't dried off the skin
Moisturaizing soap
Can be used as a shampoo
Multi-function soap
More cheaper than one

What is your
consideration when you
decide to replace the soap Bored
that you use?
Has a more fragrance
What is your
consideration when you
decide wouldn't replace
the soap that you use?
What is your range of

cost that you usually use
to but a soap?
Interpreted needs

Has interesting packages
Has a good smell
Based on advertisement
Has a good marketing
Has a better capability to

clean up the skin
Has a good quality
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
< IDR. 10.000,-
IDR. 10.000,- -. 30.000,> IDR. 30.000,-
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)
No.
Question or Prompt
Customer statement
Interpreted needs
Multi-function
Multi-function soap
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
Good smell soap
Moisturizing soap
Affordable price
Acne removal
Comfort on the eye
Whitening soap
Anti-bacterial soap
Liquid soap
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
Good smell soap

Product Performance
Moisturizing soap
Acne removal
Comfort on the eye
Whitening soap
Anti bacterial soap

Product Properties
Liquid soap
11
Easy to rinse
22
Table 3.3. Group of Needs (continued)
No
19
Needs
Retailing
Affordable price

Regulation
10
Has no mineral oil
12
Water content < 15%
13
14
15
16
17
Has no leak package
18
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 doesnt 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
Product Performance
2
Moisturizing soap
Acne removal
Comfort on the eye
Whitening soap
Anti bacterial soap
Product Properties
8
Liquid soap
11
Easy to rinse
19
Retailing
3
Affordable price
5
24
Table 3.4. Ranking of Customer Needs (continued)
No
9
Needs
Rank
4
Regulation
10
Has no mineral oil
12
Water content < 15%
13
14
15
16
17
Has no leak package
18
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
Good smell soap
Rank
Specification
Product Perception
5
Unit
Odor
Subjective
% weight
glycerin
% weight
sulfur
Product Performance
2
Moisturizing soap
Concentration
Acne removal
Concentration
Comfort on the eye
Acidity
pH
Whitening soap
Concentration
% weight
Anti-bacterial soap
Concentration
% weight
Product Properties
8
Liquid soap
Density
g/cm3
11
Easy to rinse
Solubility
mg/L
19
Concentration
% weight
Retailing
3
Affordabe price
Price/Volume
IDR/Litre
Has a practical package
Volume
mL
Concentration
% weight
Regulation
10
Has no mineral oil
5
25
26
Table 4.2. List of Unit Specification of Needs (continued)
No.
12
13
14
Needs
Water content < 15%
Amount of fatty acids > 70%
Sodium hydroxide content <
0,1%
Potassium hydroxide content <
0,14%
Rank
5
5
5
Specification
Volume
Concentration
Concentration
Unit
% volume
% weight
% weight
Concentration
% weight
Concentration
% weight
17
Has no leak package
Visual
y/n
18
Has an informative label on the

package
Visual
Subjective
15
16
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
needs 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
Moisturizing soap
Acne removal
Comfort on the eye
Whitening soap
Anti-bacterial soap
Product Properties
8
Liquid soap
11
Easy to rinse
19
Made from natural

ingredients
Retailing
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
Regulation
10
Has no mineral oil
12
Water content < 15%
13
14
15
16
Amount of fatty acids >

70%
Neutral fat content <
2,5%
Sodium hydroxide
content < 0,1%
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
Good smell soap
Specification
Unit
Product Perception
Odor
Subjective
Product Performance
% weight
Concentration
glycerin
Own
Cetaphil
Nutribiotic
Moisturizing soap
Acne removal
Concentration
% weight sulfur
Comfort on the eye
Acidity
pH (6.5-7.5)
6.5
6.7
4-5.5
Whitening soap
Concentration
n/a
n/a
n/a
Anti-bacterial soap
Concentration
% weight
vitamin B-3
% weight
triclosan
Product Properties
8
Liquid soap
Density
g/cm3
0.96
1.1
11
Easy to rinse
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
Concentration
% weight
Retailing
3
Affordabe price
Price/Volume
IDR/Litre
150.000
300.000
244.000
Volume
mL
400
473
473
Regulation
10
Has no mineral oil
Concentration
% weight
n/a
n/a
12
Water content < 15%
Volume
% volume
14 %
< 15%
< 15%
13
Concentration limit
% weight
75 %
> 70 %
> 70 %
14
Concentration limit
% weight
0%
< 2,5 %
< 2,5 %
15
Concentration limit
% weight
0,05 %
< 0,1 %
< 0,1 %
16
Concentration limit
% weight
0,1 %
< 0,14 %
< 0,14 %
17
Has no leak package
Visual
y/n
18
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.
1
Needs
Good smell soap
Rank
5
Specification
Unit
Product Perception
Odor
Subjective
Product Performance
% weight
Concentration
glycerin
Own Product
Marginal
Value
Ideal Value
Moisturizing soap
Acne removal
Concentration
Comfort on the eye
Acidity
pH (6.5-7.5)
6.5
6.5-7.5
6.5
Whitening soap
Concentration
% weight
n/a
n/a
n/a
Anti-bacterial soap
Concentration
% weight
sulfur
% weight
triclosan
Product Properties
8
Liquid soap
Density
g/cm3
0.9-1.2
11
Easy to rinse
Solubility
mg/L
n/a
n/a
n/a
19
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
Price/Volume
IDR/Litre
150.000
150.000250.000
300.000
Volume
mL
400
273-473
473
% weight
Regulation
Concentration
10
Has no mineral oil
12
Water content < 15%
Volume
% volume
14 %
< 15%
< 15%
13
Concentration
% weight
75 %
> 70 %
> 70 %
14
Concentration
% weight
0%
< 2,5 %
< 2,5 %
Concentration
% weight
0,05 %
< 0,1 %
< 0,1 %
Concentration
% weight
0,1 %
< 0,14 %
< 0,14 %
Visual
y/n
Visual
Subjective
15
16
17
18
Sodium hydroxide content <

0,1%
Potassium hydroxide content <
0,14%
Has no leak package
Has an informative label on the
package

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
35
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cosmetic raw materials and finished cosmetic products." Int J PharJ AOAC
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Butler, Hilda. 2000. Pouchers Perfumes, Cosmetics and Soaps, 10 th Edition.

Dordrecht : Kluwer Academic Publisher
California. EPA. 2010. Office of Environmental Health Hazard Assessment.
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Toxicity.
_February
5,
2010.
http://www.oehha.org/prop65/prop65_list/files/P65single020510.pdf
(viewed Feb 19, 2015)
Cetaphil, 2015. Cetaphil Gentle Skin Cleanser, For all skin types, 16-Ounce
Bottles (Pack of 2), http://www.amazon.com/Cetaphil-Gentle-Cleanser16-Ounce-Bottles/dp/B001ET76EY#customerReviews
(viewed Feb 19,
2015)
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Karen.
2015.
Dangers
of
Sodium
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Elizabeth, Mary. 2015. Type of Soap. http://www.homeinstitute.com/types-ofsoap.htm (viewed Feb 19, 2015)
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Products._Halifax:
EHANS,
2004.
http://www.lesstoxicguide.ca/index.asp?fetch=personal#commo. (viewed
Feb 19, 2015)
Environment Canada and Health Canada. Screening Assessment for the
Challenge:
1,4-Dioxane.
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Mandi. Jakarta : National Standarization Agency
Nutribiotic, 2015. Nutribiotic Nonsoap Skin Cleanser, Original, 16 Fluid Ounce,
http://www.amazon.com/Nutribiotic-Nonsoap-Cleanser-OriginalFluid/dp/B00012NJKU#customerReviews (viewed Feb 19, 2015)
Wesselingh, J.A, et all. 2007. Design and Development of Biological, Chemical,
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UNIVERSITAS INDONESIA

NON SOAP SOAP

Revised Report Assignment 1

CHEMICAL ENGINEERING DEPARTMENT

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

1.1. Background of the Ideas

1.2. Problem Identification

The existing of soap product still containing surfactant from chemical

1.3. Problem Boundaries

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

1.4. Writing Purposes

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

To know the formulation of non-soap soap product.

Figure 2.1. Triglyceride Saponification Reaction

Chemical reaction in fatty acid neutralization is:

Free fatty acid

Figure 2.2. Neutralization Reaction of Fatty Acid

Figure 2.3. The Form of Layer Thin in Water

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

2.2. Composition of Soap

2.3. Type of Soap

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

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

2.5. Non-soap Soap Product

3.1. Finding Needs

3.2. Customer Needs

3.2.1. Determining customers

Figure 3.1. Customer Grouping Based on Gender

> 43 years old

Figure 3.2. Customer Grouping Based on Age

Figure 3.3. Customer Grouping Based on Job

< Rp. 1.000.000,Rp. 1.000.000,- - Rp.

Figure 3.4. Customer Grouping Based on Income

Figure 3.5. The Type of Soap that Commonly Use

Soft on the skin

Not irritating the eye

Figure 3.6. The Advantage of Soap that Used by Customers

More cheaper than one

Figure 3.7. Customers Reason when Changing Their Soap

< Rp. 10.000,Rp. 10.000,- - Rp.

> Rp. 30.000,-

Figure 3.8. Price of Frequently Bought Soap

Has a lot of foam

Has a bit of foam