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Perancangan Produk

01
Modul ke:

New Product Innovation

Haris Wahyudi, ST. M.Sc


Fakultas
Teknik

Program Studi
Teknik Mesin
Topic Outlines
1. Introduction
2. What is product?
3. Product Development
4. Innovation
5. Product Innovation
6. Summary

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1. Introduction
How much do engineering changes cost after
the design has been launched?
10000
9000
8000
7000
6000
5000
4000 Cost
3000
2000
1000
0
Design Test Tool Prod
Build
The cost in the design process is very small
compare to the production process.
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Design vs. Cost
Costs of manufacture become a great concern to
the profitability of a product

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2. What is product?
Product may in the forms of:
Good
Service
Idea
Product consist of a bundle of tangible and
intangible attributes that satisfies consumers
and is received in exchange for money or some
other unit of value.

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Goods
Something is considered a good if it is a tangible
item.
That is, it is something that is felt, tasted, heard,
smelled or seen.
For example, bicycles, cell phones, and donuts are all
examples of tangible goods.

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Services
Something is considered a service if it is an offering
a customer obtains through the work or labor of
someone else.
Services can result in the creation of tangible goods
(e.g., a publisher of business magazines hires a
freelance writer to write an article) but the main
solution being purchased is the service.
Unlike goods, services are not
stored, they are only available at
the time of use (e.g., hair salon)
and the consistency of the benefit
offered can vary from one
purchaser to another (e.g., not
exactly the same hair styling each
time).
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Ideas
Something falls into the category of an idea if
the marketer attempts to convince the customer
to alter their behavior or their perception in
some way.
Marketing ideas is often a solution put forth by
non-profit groups or governments in order to
get targeted groups to avoid or change certain
behavior.
This is seen with public service announcements
directed toward such activity as youth smoking,
automobile safety, and illegal drug use.
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3. Product Development
Must be alert to quickly
develop opportunities
Focus on markets or
product categories
consistent with
organizations
objectives, resources,
capabilities and
strengths
Securing a competitive
advantage
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Why New Products?
New product development is critical to long-term success
Approximately one-third of the revenue a business
generates is coming from products they did not sell five
years ago
Changing environment creates new demands and needs
Economic development is about product; not jobs.
Employment is derived from product demand
Product cycle is real, it affects strategy and implementation
Productivity is the basis of economic development:
Increases in earnings come from increases in productivity
through the sale of goods and services

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New Products
A way of getting new and keeping old customers
Effective way of obtaining a competitive
advantage
Source of growth and excitement

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Product Life Cycle

Product life cycle stages


Introduction
Growth
Maturity
Decline
Facility & process investment depends on life cycle
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Industrial New Product Ideas
Company sources other than R&D 36.2%
Analysis of the competition 27.0%
Research & Development 24.3%
Product users 15.8%
Supplier suggestions 12.5%
Product user research 10.5%
Published information 7.9%

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New Product Categories
New to the world products
New product lines
Product line extensions
Improvements and revisions to existing products
Repositioning
Cost reductions

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Product Development Process

Product
Launch
Test
Marketing
Prototype
Development
Concept
Testing
Market research
and
Opportunity scan

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4. Innovation
Six reasons why we need to
do innovation:
1. Increasing Competition
2. Increasing Globalization
3. Increasing Consumer
Expectations
4. Advancing Technology
5. Changing Workforce
Demographics
6. Changing How We Work

Every organization has its own priorities, goals, and issues to balance.
Innovative approaches to tomorrows challenges are a differentiator
between those companies that lead and those who chase.
Innovation is quickly becoming a survival skill. Working towards
tomorrow today is imperative.
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Innovation
What is innovation?
Innovation may be defined as exploiting new ideas
leading to the creation of a new product, process or
technology.
Innovation is the implementation of:
New product or
significantly improved product

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Types of innovation
Novelty in product or service (offering something
no one else does)
Novelty in process (offering it in a new way)
Complexity (offer something which others find
difficult to master)
Timing (first mover advantage, fast follower)
Add/extend competetive factors (e.g. From price to
quality or choice)
Robust design (contribute a platform on which
other variations can build)
Reconfiguring the parts (building more effective
business networks)
...

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Why Innovate?
To diversify the range of products offered
Expand outreach
Increase competitiveness
Reach new market segments
Overcome barriers of competing with the same products
in the same markets
Use technological advantages
Reposition strategy toward new markets
Increase profitability
Strengthen short-term social impact
Create synergy with non-financial services
Attract new funding

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Drivers for innovation
Financial pressures to reduce costs, increase efficiency, do
more with less, etc
Increased competition
Shorter product life cycles
Stricter regulation
Industry and community needs for sustainable
development
Increased demand
Demographic, social and maket changes
Rising customer expectations regarding service and
quality
Changing economy
Greater availability of potentially useful technologies
coupled with a need to exceed the competition in these
technologies
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5. Product Innovation
The development of new products, changes in
design of established products, or use of new
materials or components in the manufacture of
established products or,
Introduction of a good or service that is new or
significantly improved with respect to its
characteristics or intended uses;

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Product Innovation
Thus product innovation can be divided into two
categories of innovation:
Development of new products
Improvement of existing products.
New products: different characteristics or
intended uses from previous products;
Improvements of existing products: changes in
materials, components, and other
characteristics that enhance performance.

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Where do ideas come from?
Preparation: Ideas come to those who are prepared to receive
them; scientists, skillful musicians.
Attention: Paying attention to the world around us, activities of
people in our vicinity or the events reported through the media,
or anywhere in between is one source of ideas
Curiosity: Creativity often comes from the drive to understand
and take things apart
Effort: Ideas need to be captured, given attention, followed up
on, and committed to a plan of action, or they disappear back to
wherever they came
Serendipity: Serendipity is two things.
first, its the luck
Second, making connections between unrelated things or events

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Reasons For New Product Failures
Poor marketing research
Technical problems
Insufficient marketing effort
Bad timing

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Scientists, Manufacturers, Engineers, Marketers

What can scientists, manufacturers, engineers,


marketers do?
Scientists can invent technologies
Manufacturers can make products,
Engineers can make them function and
Marketers can sell them,
But only designers can combine insight into all
these things and turn a concept into something
that's desirable, viable, commercially successful
and adds value to people's lives.

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How the products initiate?
Good design begins with the needs of the user
No design (no matter how beautiful and
ingenious) is any good if it doesn't fulfill a user
need.
Finding out what the customer wants is the first
stage of what designers do.

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6. Summary
New product development drives growth
Market research is critical to the success of a
new product launch
Market research is a continuous process as
customer needs, your business and the
environment changes

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Terima Kasih
Haris Wahyudi, ST. M.Sc

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