MATA KULIAH REKAYASA SISTEM

NEW PRODUCT DEVELOPMENT MODEL

AT LUBRICANT INDUSTRIES
(ONE OF OIL & GAS INDUSTRY SECTOR)

THE 3RD GROUP:

1. AGUS SURYANTO NPM 1806 152 874
2. BEBI LEXA NPM 1806 153 044
3. ELMIR ARIF IRHAMI NPM 1806 153 183
4. FADEL AHMAD ZAKI NPM 1806 242 844
5. MAULIDA PUTRI LAKSMI NPM 1806 153 435
6. RINA FITRIANI RAHMAWATI NPM 1806 153 580
7. ROBEN H P SARAGIH NPM 1806 243 033
8. VINA ISLAMIA VERVLY S NPM 1806 153 763

1
 INTRODUCTION

Shell is an international energy

company with expertise in the
exploration, development,
production, refining and marketing
of oil and natural gas, as well as in
the manufacturing and marketing
of chemicals.
Lubricant is one of Shell’s product .
Lubricant market is expected to
grow along automotive.
 OIL & GAS PROCESS BUSINESS IN INDONESIA

Oil & Gas Crude Oil

Working Area Bidding

Exploitation/Production

Exploration
UP STREAM Seismic Survey

As in exploitation and
refinery, the development
is how to increase the Kerosene, Avtur, Asphalt, Gas, Diesel/petrol
production, so the NPD
STUDY will be held in
Lubricant Industries

Base Oil
DOWN STREAM Lubricant Lubricant Industry Refinery
3
 New Product Development

The majority of Shell research focuses on the near term, to help their existing businesses to reduce
capital and operating costs, and to enhance customer products and services.

D I SCO V ERY GATE STAGE 1 GATE STAGE 2 GATE STAGE 3 GATE STAGE 4 GATE STAGE 5
STAGE 1 2 3 4 5

SCO PI N G BUILD TESTI N G LAU N CH

D EV ELO PM EN T
BUSINESS AN D
CASES

Stage Gate Model for new development product, Gate in this model has function as quality control
check points and decision point to achieve goal that set before.

Stage-Gate from shell

G1 G2 G3 G4
Generatio

Evaluation
Generatio

Preliminar

Prototypin
Feasibility

Developm

Productio
g/Testing
y Study
Idea
Idea

Study

Mass
nn

ent

n
P1 P2 P3 P4 P5 P6 P7
 • Process of gathering information, including market research, issues, news, regulations,
standards, or key clients
Idea Generation Stage • Example : lubricant with certain smoke flavour and colour, winter lubricant, LCGC
lubricant, automatic car lubricant, or lubricant that comply to Indonesian national
Standard (SNI).

• Scoping activity on the idea which is generated before that fit company capabilities and
target market
• Example :vehicle lubricant, so that the technical area is related to vehicle lubricant such
Preliminary Study Stage as viscosity, winter/tropical lubricant, lubricant for engine/transmission, 2 or 4 stroke
engine, etc
• Market area analysis will focus on the population of market segment of the lubricant for
example LCGC or automatic car

• Analysing the whole aspect to assure that the investment to realize the idea is feasible
• Consist of regulations & standards, market size, market share, competitors, SWOT,
Feasibility Study Stage technology (machinery & equipment), competences, profit & loss, financial analysis (PBP,
IRR, NPV, BEP), social & environment

• Designing product consist of product specification (viscosity, durability, colour, smell,

specific characteristic, number & type of base oil, number & type of additive, etc) and
Development stage product flow process (activity from material into goods product for example the
production planning, the type of machine used, time of production in each machine,
packaging, inventory, and quality control)

• Prototyping and testing the new product developed to comply with chemical parameters
and performance parameter according to standard
Prototyping/testing/incubation
• SNI 7069.1:2012 and SNI 7069.2:2012 (4 stroke gas engine lubricant), SNI 06-7069.3:2005
stage and SNI 06-7069.4:2005 (2 stroke gas engine lubricant), SNI 06-7069.5:20105 (high speed
diesel engine lubricant) and etc

Mass Production Stage • Production process to meet customer need as long as sales and production target planned

• Analysis the production and sales realization, customer satisfaction, customer loyalty,
Evaluation stage customer complain, voice of customer, competitors, market share
• Result : new idea, continue the product, or discontinue the product
Gate / Filter:
G1: The idea should fit to company vision and mission to continue to the next stage.
G2: The study result should fit to company core business and capabilities to continue to the next stage.
G3. The study result should fit to Financial attractiveness and market attractiveness to continue to the
next stage.
G4. The prototype/testing should comply to standard either mandatory of voluntary scheme to
continue to the next stage.

SHELL ADVANCE PRODUCT BENEFITS

Stay powerful : Zero loss in horsepower
When oil degrades, it can create friction that reduces engine efficiency and leads to power loss.
Shell Advance Ultra does not degrade between oil changes, so your bikes can perform at it’s best

Ride longer : 5km more per litre of fuel

Shell Advance Ultra minimises deposit build-up that can lead to frictional loses, allowing for more
efficient power tranmission, leading to better fuel economy.
Go Further between oil changes
Volatility and oil oxidation leads to oil degradation. Shell Advance ultra has lower volatility and
better oxidation stability, which means it does not degrade within 6000km, which is twice the
typical oil drain interval.
ADVANTAGES
• More detail

• Efficient and effective allocation of resources

• Reduce risk and cost of project failures
• Fit or fix to expected product
• Involve all function and team work

DISADVANTAGES
• Didn't pay attention on market as the last purpose, but step by step
• Depends on management as a gatekeeper.
• Needs long time
• Depended previous
• Rigid and no flexible process
CRI TI CA L A N A LY SI S
Stage gate model allow companies to avoid unnecessary investment in faulty product and
rework. Also, support to identification of causes error along the production because
lubricant production have complex requirement (in stage gate model, we have detail
information about product development progress)