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

8000

6000

4000

2000

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
organization’s 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 tomorrow’s 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, it’s 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