CHAPTER : PRODUCT DESIGN & DEVELOPMENT

Contents
1. Definition of Product Design 2. Characteristics of good design 3. Types of design 4. Elements involved in product design 5. Factors determining the design of a product 6. Product Planning 7. Product Development 8. Product Development Process 9. Technical product development process 10. Product development Techniques

1.Definition of Product Design

According to C.S.Deverell, Product design includes the whole development of the product through all the preliminary stages until actual manufacturing begins.

The good design should possess the following characteristics: To make the product functionally efficient To make the product more effective and of greater utility To produce better quality goods at the lowest possible cost

2.Characteristics of good design

Reparability Modular design Redesigning capability Miniaturization Wires and tubing's Design by computers Drawings and specification Reliability Maintainability

3. Types of design
1. 2. 3. 4. Functional design Aesthetic design Production design Packing design

4. Elements involved in product design

1. 2. 3. 4. 5. 6. 7. Research and development Reverse engineering Manufacturability Standardization Modular design Concurrent engineering Computer aided design (CAD)

5.Factors determining the design of a product

1. Customers requirements and psychological effects 2. Facility to operators 3. Functionability 4. Material requirements 5. Work methods and equipment

6.Product Planning
It is a both fundamental and strategic business function that generates profit by identifying customer wants and needs and translating them into product and service specification. The basic objective is to maximize both customer satisfaction and company profits.

7.Product Development
It is a specialized activity, which may result in creation of new products or modifications in the production process to produce the same product. Development is necessary to fulfill old and new wants as well as to adjust with the changes in the consumers demand.

8.Product Development Process

Following are the phases in PDP : Needs Identification Feasibility study or advance product planning Advance design Detailed engineering Design Production process design and development Product evaluation and improvement Product use and support

9.Technical product development process

1. Test marketing 2. Commercialization 3. Consumer adoption process

10.Product development Techniques 1. 2. 3. 4. Standardization Simplification Specialization Diversification

1.Standardization
It means fixation of some appropriate size, shape, quality, manufacturing process, weight and other characteristics as standards to manufacture a product of desired variety and utility. Levels of standardization Company level Association level National standard International standard

 Advantages Facilitates large scale production Eliminates wastage Assist in controlling the production efforts Provide incentives to the management Loans are easily arranged Services and maintenance costs are reduced Achieve higher productivity Purchasing or selling becomes easier

Disadvantages Promote rigidity Not suitable for small producers Differences in standards

2. Simplification
It refers to the elimination of superfluous varieties, sizes, dimensions etc. Advantages to producers Reduction in manufacturing costs Use of specialized plants Reduction in inventories Increase in efficiency Increased profits

Advantages to consumer Quality products at cheaper rates Greater facilities Steady supply of products Disadvantages Effect of seasonal fluctuations Loss of competitive position

3.Specialization
It implies expertise in some particular area or field. It helps the company to use expert knowledge, skill and techniques of production system. Advantages Higher productivity reduction in cost of production Promotes sense of cooperation Responsibility can be fixed Quality products Disadvantages Monotony and boredom Lack of flexibility Serious financial outlay

4.Diversification
It is opposite of simplification and involves the broadening of the lines through the addition of new products or new models of old products. Forms of diversification Diversification into related product line Diversification into unrelated product line Product replacement.

Factors motivating product diversification Utilization of unused capacity Scientific and technical development Efficient management Desire of the producer Consumers satisfaction

Reasons for diversification Survival Stability Productive utilization of resources Adaptation to change in customer needs