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UNIVERSITAS INDONESIA

Anti-Itchy Formula

Report Assignment II

GROUP 20
GROUP PERSONNEL :
Dita Amelia Putri

(1206201965)

Hari Purnama

(1206202015)

Kameliya Hani Millati

(1206202034)

Nurcahyo Adyota Prabhaswara

(1206261200)

Ratri Kirana Prabaningtyas

(1206202154)

CHEMICAL ENGINEERING DEPARTMENT


FACULTY OF ENGINEERING
UNIVERSITAS INDONESIA
DEPOK
MARET 2015

EXECUTIVE SUMMARY

Anti-itchy formula is a product that is used to reduce itching (pruritus),


ranging from light itching to severe itching which both are caused by bacteria. Up
until now, some anti-itchy formula products such as ointment, powder, soap, and
antibiotic has been existed in the market. But apparently, those products still has
many flaws in terms of ease of use, ease of absorption, and the features provided.
Because of that, in this assignment, we will choose the best product concept of
anti-itchy formula that is best used and most needed by the consumer.
Concept choosing activity consists of several steps, started from concept
creation then we continue to concept selection and then we came to the
description of our final product. The concept creation process itself consists of
problem splitting, an activity we did to analyze the subfunction of the subproblem,
analyzing existing concepts with the knowledge that we gain from literature study
based on the mechanism of use and form parameter, new concept brainstroming
with lateral thinking, concept combining between existing and new concepts that
produces a concept mapping, prescreening to obtain remaining concepts by
eliminating the concepts that are regarded as not feasible, vague, and redundant,
and concept generation that combine the mechanism of use and form parameter.
After we did the concept creation, we have 18 remaining concept ideas.
The concept selection process consists of concept screening, concept
scoring, and concept testing. In concept screening, we did the determining
selection criteria activity based on the main specification from assignment 1, then
we did the concept idea rating activity based on the comparation of our product
concept with a reference product. The next activity is the concept idea ranking
that is based on the highest net score and after that we did the idea concept
combining and revising if there is still any concept idea that is accounted as
undecent due to a selection criteria, and finally we did the concept idea
determining which is the result of rating and ranking from the combined and
revised concept idea. The criteria selection we used are ease of use, ease of
absorption, HSE, performance, feature, ease of manufacturing, and manufacturing
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cost. The product reference we used is chloramfecort. From the concept screening
we obtain 5 concept ideas.
In concept scoring, we determine the selection criteria where the selection
criteria from concept scoring is explained futher so that it is more detailed than the
explanation in concept screening, and then we determine the concept idea weight
factor which is based on the level of needs of each selection criteria, then we did
the concept idea rating that is based on the comparison to the reference product,
and after that we did the concept idea ranking by sorting the net score which
calculated from the multiply of weight factor and rating. From concept scoring we
obtain two concept ideas; lotion and spray product. We then test these two concept
ideas to the consumer as a basis to chose one best concept that we will produce in
the market and how much market needs we need to surpass. The result of the
concept testing shows that 70% respondents chose lotion product and 55%
respondents shows their interest in buying our product with market target that
consists of mainly women from teenager and adult age group.
The last step of concept choosing activity is the final product description.
It consists of product positioning that is done by benchmarking our selected
product against existing product based on the criteria selection concept scoring
and product description that is done by describing the product that we will
produce by the concept dan criteria selection. The criteria selection parameters
that we used to position our product are ease of use, absorbency time, specific
gravity, harmful ingredient, performance, moisturizing, aroma, ease of
manufacturing, and manufacturing cost.
The final concept of our product is an anti-itchy formula in cream form with
mechanical use by rubbing on skin. The benefit of our product is that our product uses

natural ingredients for its active ingredients and we also avoid usage of
hypoallergenic substances, our product is in the form of lotion so it is easy to
carry and it can be used safely anytime and anywhere by simply rubbing it onto
the skin, our product has another features that is highly desirable from our
respondents in assignment 1 i.e. moiturizing and aroma, and our product is ease in
manucaturing because lotion doesnt need complicated manufacturing technology,
it only needs to be heated, mixed, and cooled.
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LIST OF CONTENT

COVER .............................................................................................................i
EXECUTIVE SUMMARY .............................................................................ii
LIST OF CONTENT .......................................................................................iv
LIST OF FIGURES .........................................................................................v
LIST OF TABLES ...........................................................................................vi
CHAPTER 1. CREATING CONCEPT .........................................................1
1.1....................................................................................................................Bac
kground of Idea ........................................................................................1
1.2....................................................................................................................Split
ting Problem .............................................................................................1
1.3....................................................................................................................Exsi
sting Concept ............................................................................................3
1.4....................................................................................................................New
Concept .....................................................................................................4
1.5....................................................................................................................Com
bining Concept .........................................................................................5
1.6....................................................................................................................Rem
aining Concept ..........................................................................................6
1.7....................................................................................................................Con
cept Generation .........................................................................................7
CHAPTER 2. CONCEPT SELECTION .......................................................11
2.1....................................................................................................................Con
cept Screening...........................................................................................11
2.1.1.....................................................................................................Dete
rmining Selection Criteria ............................................................11
2.1.2.....................................................................................................Dete
rmining Concept Idea Rating .......................................................12
2.1.3.....................................................................................................Dete
rmining Concept Idea Ranking .....................................................12
2.1.4.....................................................................................................Com
bining and Revising Concept Idea ................................................13
2.1.5.....................................................................................................Dete
rmining Concept Idea ...................................................................15
2.2....................................................................................................................Con
cept Scoring ..............................................................................................16
2.2.1.....................................................................................................Dete
rmining Selection Criteria ............................................................16
2.2.2.....................................................................................................Dete
rmining Concept Idea Weight Factor.............................................17
2.2.3.....................................................................................................Dete
rmining Concept Idea Rating .......................................................18
2.2.4.....................................................................................................Dete
rmining Concept Idea Ranking .....................................................18
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2.2.5.....................................................................................................Dete
rmining The Best Concept Idea ....................................................19
2.2.6.....................................................................................................Con
cept Testing ...................................................................................25
CHAPTER 3. FINAL PRODUCT ..................................................................29
3.1....................................................................................................................Con
cept Positioning ........................................................................................29
3.2....................................................................................................................Prod
uct Description .........................................................................................31
CHAPTER 4. CONCLUSION .......................................................................34
REFERENCES ..................................................................................................35

LIST OF FIGURES

Figure 1.1. Iteration Step of Creating Concept ................................................2


Figure 1.2. Mind Map of Exsisting Concept ....................................................4
Figure 1.3. Mind Map of New Concept ...........................................................5
Figure 1.4. Mind Map of Concept Combining ................................................6
Figure 2.1. Anti-Itchy Formula Spray Prototype (a) and Anti-Itchy
Formula Lotion Prototype (b) ........................................................25
Figure 2.2. Pie chart of Respondents Gender .................................................26
Figure 2.3. Pie Chart of Respondents Age.......................................................26
Figure 2.4. Pie Chart of Respondents Occupation...........................................27
Figure 2.5. Pie Chart of The Usage of Anti-itchy Formula..............................28
Figure 2.6. Pie chart of Product form Preference.............................................29
Figure 2.7. Pie Chart of Respondents Probability to Buy Product..................29

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LIST OF TABLES

Table 1.1.
Table 1.2.
Table 1.3.
Table 2.1.
Table 2.2.
Table 2.3.
Table 2.4.

List of Eliminated Ideas...................................................................7


Combination of Concept Idea...........................................................8
Description of Concept Generation..................................................10
Selection Criteria of Concept Screening..........................................11
Concept Rating and Concept Ranking Result .................................13
Concept Screening Result................................................................15
Comparison of Selection Criteria on Concept Scoring and
Concept Screening ...........................................................................16
Table 2.5. Concept Scoring Result ...................................................................19
Table 2.6. Description of Selection Criteria on Concept Scoring ....................23
Table 2.7. Comparison of Product Concepts Prototype ...................................28

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CHAPTER 1
CREATING CONCEPT
1.1. Background of Idea
Anti-itchy products is a product which can relieve itch in all bodys skin.
Anti-itchy product is an important thing for Indonesian people because Indonesia
is tropical country. Tropical region is a good place for microorganism growth.
There are many causes of itch such as bacteria, allergy, dirty environment and
many more. It is not unusual that mild itching can become dangerous for skin.
Nowadays, there are anti-itchy products in different shape such as ointment,
powder, soap and antibiotic. On the other hand, each product still has
disadvantages. For example, ointment is easy to use but it can be dangerous if it is
used on all of layer skin, it makes the hand become dirty and produces unpleasant
smell. Antibiotic pill is not easy to use, caused allergy reaction, antibiotic
resistance and not all people like to eat pill. Powder has low price but it only
relieve mild itching and it leaves residue. Soap is not easy to use because it must
utilize water to activate it or use while take a bath.
Now, we want to make concept that provide almost all needs of Indonesian
people who always had itch. We want to improve the performances with better
substances. We want to make the package that is easier to use and we want to
make the concept with safer ingridiets. So, we need the mechanism of selections
for getting the best concept that can we develop further. In this paper we discuss
about the general concept and concept creating. We also concern on type of the
product and kind of the anti-itchy formula so that we will get a specific concept of
our anti-itchy product.
1.2. Splitting Problem
In determination of our anti-itchy product, there are a few steps that we have
to do to get the best concept. There are 4 steps of creating concept or generating
concept, i.e. split the problem, exsisting concept idea, new concept idea,
combining concept idea, and list of concept. Figure 1.1 shows the iterative step of
creating concept as follows:

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Figure 1.1. Iteration Step of Creating Concept


(Source: Wesselingh, 2007)

In this subchapter, we discuss about splitting problem. Splitting problem


(optional) is done to split the problem into subproblems and to analyze
subfunctions. Focus on subproblems that appear to be critical to the product
(Wesseling, 2007). First, we see the problems for each of themes that we will
create.
Anti-itchy | Formula
From the themes, we can make several questions of our themes to identify
what problems that our products usually have.
A. Anti-itchy

What is the meaning of Anti-itchy?

What is the meaning of itchy?

What causes itchy?

What is the function of Anti-itchy?

How does Anti-itchy works?

What forms Anti-itchy available now?

Who are the people that use Anti-itchy?

Why are they using Anti-itchy?

What is the complaint of the customers about Anti-itchy product?

What is the weakness of Anti-itchy product that available nowadays?

B. Formula

What is the meaning of formula?

How is formula formed?


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What are substances that consist of formula?

What is the weakness of formula in anti-itchy products?

1.3. Existing Concept


In the stage of creating concept, we need to know about ideas of existing
product that have available on the market. Existing concept is the concept that has
already existed in other products. Previously, we had analyzed specification some
existing products through benchmarking method and product specification. In this
section, we create a mind map to explain concepts of existing product that have
available on the market. It can be looked at figure 1.2.
To get concepts of existing product, we may know from some source among
which are lead users, consultants or university people, patent literature, open
literature, and the others. We try to organize the concept into four groups that
based on the working mechanism. Working mechanism is how the products used
by the consumers. We make three big groups for our mind map, the first is antiitchy product based on chemical contain, the second is based on mechanical used
and the last is based on physical mechanism. The chemical group is the product
concepts which use through oral and adsorption. The second group is the product
concepts which use for external body, such as through skin and which can relieve
itchy mechanically. And the last is the product concept which worked based on
physical principle. Here is the mind map of exsisting concept:

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Physical

Type of
Mechanism

Mechanical

Magnetic Wave
Mechanism
of Use

Form

Scratch Using Hand

Ointment

Scratch Using Device

Cream
Lotion

Exsisting
Concept of
Anti-Icthy
Formula

Powder
Oil
Adsorption

Gel
Bar Soap
Liquid Soap
Herbal Extract
Patch

Chemical

Serum
Aerosol
Tablet
Oral

Capsule
Syrup

Figure 1.2. Mind Map of Exsisting Concept


(Source: Authors Personal Data)

1.4. New Concept


After we make the mind map of existing concepts, now we have to make a
new idea concepts. These concepts are still not produced in manufacturing, these
are the concepts produced by lateral thinking from group discussion one after
another. We make a lot of new concepts because we want to select product that
has best concept. Best concepts selected from a wide selection of alternative
concepts. In developing this new concept of a thing, there is one that should be
avoided in the early stages is criticizing the new concept.
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For the new concept, we propose anti-itchy products which are still not
produced and we were developing of existing anti-itchy products ideas. Some new
ideas to relieve itchy are burned the skin, wear the body protector and use patch to
skin. Then, idea which is development of existing products is change the drugs
which can relieve itchy with food and beverage which can relieve itchy. Thus
products are cookies, candy, bottled water, effervescent, concentrate, snack and
gum. The mind map of our new concept of product is shown below:
Type of
Mechanism

Mechnaisme
of Use

Physical

Body
Protector

Mechanical

Burned

Form

Cookies
Candy

New
Concept of
Anti-Icthy
Formula

Oral

Bottled
Water
Effervescent
Concentrate

Chemical

Snack
Gum
Patch
Adsorption

Figure 1.3. Mind Map of New Concept


(Source: Authors Personal Data)

1.5.

Combi
ning Concept
After making new concept, we combine both concept of existing product

and new product. The main goal from combined concept is to find the best
concept between

new and existing product. We select best concept based on

needs of consument. The sub-branch in each of mind map above is combined. For
example, in the combining mind map below, physical group have two sub-branch,

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one from existing mind map and one from new mind map. Here is the mind map
of concept combining:

Type of
Mechanism

Mechnaisme
of Use
Body Protector

Physical

Form

Scratch Using
Hand

Magnetic Wave
Scratch Using
Device
Mechanical

Rub on Skin
Burned
Syrup
Tablet

Concept
Combining of
Anti-Itchy
Formula

Chemical

Oral

Cream

Candy
Bottled Water
Concentrate
Snack
Gum
Cookies
Effervescent
Capsule

Lotion
Patch
Ointment
Oil
Adsorption

Bar Soap
Liquid Soap
Powder
Gel
Herbal Extract
Aerosol
Serum

Figure 1.4. Mind Map of Concept Combining


(Source: Authors Personal Data)
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1.6.

Remain
ing Concept
Some concept in the mind map of combining concept should be eliminated.

The eliminated process is done by three types. The foolishness ideas (F), vague
ideas (V), or redundant ideas (R). The eliminated process is done by the
possibility for developing the idea. If the idea can be developed, then the idea
deserved to be kept until the next step in the screening process. The main
consideration in eliminating is the complexity that will come when the product is
tested for its prototype. Easily manufactured is also our big concern because some
of these concepts cannot be manufactured easily by us. The other factor of
eliminating process is about the practice of products. The eliminated concepts are
explained in the table:
Table 1.1. List of Eliminated Ideas

No
.
1.
2.
3.
4.
5.
6.
7.
8.
9.

Eliminated Ideas

Type

Reason

Burned
Body Protector
Scratch
using

F
R

Dangerous idea
Hard to use and manufacture
Conventional way to relieve itchy and

hand
Scratch

using

device
Cookies
Snack
Gum
Bottled water
Concentrate

F
V
V
V
V
V

impermanent
Conventional way to relieve itchy and
impermanent
It can cause any possible negative effect
It can cause any possible negative effect
Too usual and the concept is almost same as
candy but candy much better
Too usual and impossible if only water
The concept is almost same as syrup but
syrup much better

(Source:Authors Personal Data )

1.7. Concept Generation


After determining remaining concept from combining concept, we got 18
concept ideas based on type of mechanism, mechanism of use, and form. The
concept idea list on Table 1.2 is the concept ideas which will be further evaluated
in concept selection. The combination of concept idea on table 1.2 below is made
based on figure 1.4.
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Category/Subcategory
Type of

Mechanic

Mechanism

al
Physical
Internal
Use
Rub on

Mechanism
of Use

Form

A
v

Concepts
B CD EF GHI J KLMN OP QR
v v v v v v v v v v
v v
v v v v v

v v v v v v

Skin
Sprayed
Injection
Bathed
Oral
Radiation
Adsorptio
n
Ointment
Cream
Lotion
Gel
Oil

v
v
v v
v v v v v
v
v
v
v
v
v
v

Table 1.2. Combination of Concept Idea


(Source: Authors Personal Data)
Table 1.2. Combination of Concept Generation (Contd)

Category/Subcate
gory
Powder
Herbal

Concepts
A B C D E F G H I J K L M N O P Q R
v
v

Extract
Aerosol
Serum
Bar Soap
Liquid
For
m

v
v
v
v

Soap
Tablet
Capsule
Syrup
Effervescen

v
v
v
v

t
Candy
Magnetic
Wave
Patch

v
v
v

(Source: Authors Personal Data)


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The combination of concept idea on table 1.2 above is described on the table 1.3
below:
Table 1.3. Description of Concept Generation

Concept

Description of Concept Generation

Idea
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R

Anti-itchy Formula in ointment form with mechanical use by rubbing on


skin.
Anti-itchy Formula in cream form with mechanical use by rubbing on skin.
Anti-itchy Formula in lotion form with mechanical use by rubbing on skin.
Anti-itchy Formula in gel form with mechanical use by rubbing on skin.
Anti-itchy Formula in oil form with mechanical use by rubbing on skin.
Anti-itchy Formula in powder form with mechanical use by rubbing on
skin.
Anti-itchy Formula in herbal extract form with mechanical use by rubbing
on skin.
Anti-itchy Formula in aerosol form with mechanical use by spraying.
Anti-itchy Formula in serum form with mechanical use by injection.
Anti-itchy Formula in bar soap form with mechanical use by bathing.
Anti-itchy Formula in liquid soap form with mechanical use by bathing.
Anti-itchy Formula in patch form with physical use by adsorption.
Anti-itchy Formula in magnetic wave form with physical use by radiation.
Anti-itchy Formula in tablet form with internal use by oral.
Anti-itchy Formula in capsule form with internal use by oral.
Anti-itchy Formula in syrup form with internal use by oral.
Anti-itchy Formula in effervescent form with internal use by oral.
Anti-itchy Formula in candy form with internal use by oral.

(Source: Authors Personal Data)

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CHAPTER 2
CONCEPT SELECTION
2.1. Concept Screening
Having done concept generation, the next step is to do concept
screening. Concept screening was first found and developed by Stuart Pugh on
1980 and is often called Pugh Concept Selection. Concept screening aims to
converge concept ideas generated in concept generation by selecting while
improving it at the same time so that the best anti-itchy formula concept can be
generated. The following are steps to make selection matrix on concept screening
stage:
2.1.1. Determining Selection Criteria
Selection matrix on concept screening stage is a matrix which consists of
concept idea and selection criteria. Choosing criteria is important. Selection
criteria is the basis of appraisement to differ one concept idea from another.
Therefore, selection criteria needs to be carefully picked because of its
importance. Based on table 2.1 below, we only choose 7 criteria because with
more than 7 criteria, discussions become difficult (Wesselingh, 2007).
Table 2.1. Selection Criteria of Concept Screening

No

Selection

.
1.

Criteria
Ease of used

Type
Customer
needs

Explaination of Selection Criteria


Easily used means the ease of practicality

2.

Ease of

of the usage of the product.


Easily absorbed means the time required by

3.

absorption
HSE

the product to be absorbed by the skin.


Health, safety, and environment means the
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4.

Performance

safety of the ingredients for human health


Performance means the effectiveness of a
product in terms of soothing itch. It includes
the concentration of antibacterial agent that
exists in a product.

(Source: Authors Personal Data, 2015)

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Table 2.1. Selection Criteria of Concept Screening (Contd)

No

Selection

.
5.

Criteria
Feature

6.

Type

Explaination of Selection Criteria

Customer

Feature means the added value of a

needs
Ease of

product that satisfies the consumers


Easily made is the ease and feasibility of

manufacturing

a product to be manufactured by the


Needs of

7.

Manufacturing

firm

cost

producer.
Cost of manufacture is the amount of
investment needed to be spent on
manufacturing the product.

(Source: Authors Personal Data, 2015)

Criteria includes the most important customer needs and needs of the firm.
Selection criteria based on customer needs is a selection criterias which are
mentioned implicitly by customer, meanwhile selection criteria based on needs of
firm is a selection criterias which are mentioned explicitly by customer such as
ease of manufacturing which is hardly relevant for costumer (Wesselingh, 2007).
2.1.2. Determining Concept Idea Rating
Rate of concept idea represents comparison between concept idea towards
concept reference based on certain criteria. In other words, concept idea is being
benchmarked towards concept reference. Concept reference is an existing concept
available in the market. Concept reference that we choose is itch relief cream
(Chloramfecort). Value of rate of concept idea is relative. Below is the
explanation:
+

: Concept idea is better than concept reference

: Concept idea is worse than concept reference

: Concept idea is equivalent to concept reference

Table of concept idea rating can be seen on table 2.2.


2.1.3. Determining Concept Idea Ranking
Concept ranking is a process where concept idea is sorted in order based
on total value from rate of concept idea, which is +1, -1, and 0. The order of
concept ranking is from the highest to the lowest score. Table of concept idea
ranking can be seen on table 2.2 below.

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2.1.4. Combining and Revising Concept Idea


Combining and revising concept idea is done in order to obtain new concept ideas with better values. Combining concept idea can
be done between concept idea with the same values or with different values. Meanwhile, revising concept idea can be done on a concept
idea which still has potential to be fixed, but cant be combined with other concept ideas. The following is the result from step 2, 3, and 4:
Table 2.2. Concept Rating and Concept Ranking Result

Selection Criteria
1. Ease of use
2. Ease of absorption
3. Safety of ingredient
4. Performance
5. Feature
6. Ease of manufacture
7. Manufacturing cost
Sum +
Sum 0
Sum
Net Score
Rank
Result

Ref
0
0
0
0
0
0
0
0
7
0
0
Ref
Ref

A
0
0
0
0
0
0
0
0
7
0
0
3
N

B
0
+
0
+
0
0
2
4
1
1
2
Y

C
+
+
0
+
0
0
3
4
1
2
1
Y

D
0
0
0
0
+
0
0
1
6
0
1
2
Y

E
+
0
0
0
0
0
1
5
1
0
3
N

F
0
0
0
0
0
0
5
2
-2
5
N

G
+
0
0
0
0
1
4
2
1
2
C

Concept Idea
H I
J
K
+
0
+ +
0
0
+
+
+
+
0
+
+
0
0
0
0
0
0
0
0
3
2
2
2
3
5
2
2
1
0
3
3
2
2 -1 -1
1
1
4
4
Y C N N

L
0
0
0
0
0
0
0
6
1
-1
4
N

M
+
+
0
0
2
2
3
-1
4
N

N
+
+
0
0
2
2
3
-1
4
N

O
+
+
0
0
2
2
3
-1
4
N

P
+
+
0
0
2
2
3
-1
4
N

Q
+
+
0
0
2
2
3
-1
4
N

R
+
0
+
0
0
2
3
2
0
3
N

(Source: Authors Personal Data, 2015)


Note: Ref = Reference, N = No, Y = Yes, C = Combined.

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Based on table 2.2, there are 3 concept ideas with 0 score, which are A, E,
and R. This is due to concept idea A (ointment) has the same form with the
reference product. The advantage of concept idea R is its ease of use and feature
because this product can be used anytime and has an added value to consumers
who dont like to drink bitter medications. The disadvantage of concept R is its
ease of absorption and performance due to the dose of antibacterial in candy is
very small compared to ointment (reference). The advantage of concept E is its
ease of absorption due to oils specific gravity being close to water. The
disadvantage of concept E is its ease of use because its very thin and very likely
to spill.
Afterwards, there are 3 concept ideas in ranking 2 with the score of 1,
which are B, D, and G. The advantage of concept B is its ease to be absorbed due
to creams water composition being larger than ointment (reference product). The
disadvantage of concept B is its performance. This is because the antibacterial
agent content in cream is less than ointment (reference product). The advantage of
concept D is its feature. This is because gel also contains moisturizing agent.
Concept D doesnt have any disadvantages compared to the reference product.
The advantage of concept G is the safety of ingredients because the active
ingredients being used as antibacterial are extracted from herbal. The
disadvantages of concept G is its ease of use and ease to be absorbed. This is
because there hasnt been any product that is 100% made from herbal, so that if
someone wants to use it, they have to make it on their own.
And then, there are 3 concept ideas in ranking 1 with the score of 2, which
are C, H, and I. The advantages of concept C and H are ease of use, ease of
absorption, and feature. This is because lotion and aerosol can be used anytime
and can be used for every part of the body with lower dose than ointment
(reference product), have lower specific gravity than ointment (reference product)
making it thinner, and have more features, such as moisturizing and brightening
skin. The disadvantages of concept C and H are performance due to lower dose of
antibacterial than ointment (reference product). The advantages of concept I are
ease of use and performance. This is because it can be used anytime and is in a
form of concentrate with antibacterial dose which is almost the same as ointment
(reference product).
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Finally, there are 9 concept ideas in ranking 4 and 5 with minus score.
These concept ideas will not be continued because they are worse than reference
and cannot be further combined or revised. Concept ideas that we develop further
are the ones with better score and ranking than product reference, which are
concept idea B, C, D, G, H, and I.
2.1.5. Determining Concept Idea
Determining concept idea is done to review existing concept ideas which
has chosen based on stage 4. This is done based on score from combining and
revising concept. The following is the table of result from combining and revising
concept ideas and concept selection:
Table 2.3. Concept Screening Result

Criteria Selection
1. Easily used
2. Easily absorped
3. HSE
4. Rate of relieves itching
5. Feature
6. Easily made
7. Cost of manufacturing
Sum +
Sum 0
Sum
Net Score
Rank
Result

Re

B+

C+

D+

I+

H+

f
0
0
0
0
0
0
0
0
7

G
0
+
0
+
0
0
2
4

G
+
+
+
+
0
0
4
4

G
0
0
0
0
+
0
0
1
6

G
+
+
+
+
0
4
3

G
+
+
+
+
0
0
4
3

0
Re

f
Re
f

(Source: Authors Personal Data)


Note: Ref = Reference, Y = Yes

Revising process is done if there is a concept idea which becomes worse due
to criteria selection so that it could be revised to fix overall concept idea and still
has differences with other concept. On the other hand, combining concept is done
if there are 2 concept ideas which can be merged to obtain better concept ideas.
The concept ideas obtained from combining and revising should be analyzed once
more to give ratings and rankings.
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Based on table 2.3, we combine concept G with all other 5 ideas. This is due
to concept B, C, D, I, and Hs safety of ingredient being the same as reference
product, while concept G has better safety of ingredient value than reference
product. During this process, we didnt do any revision as all 5 products that we
obtained from process screening are different from one another and arent worsen
by any criteria selection. The final result from combining and revising are 5
concept ideas, which are BG, CG, DG, IG, and HG. Some of these concepts may
be eliminated further in concept scoring in order to obtain the best concept idea.
The best concept idea will then be described and tested.
2.2. Concept Scoring
The next step after making concept screening is concept scoring. The aim of
concept scoring is analyzing concept idea from concept screening based on weight
factor and rate so that the best concept idea can be obtained. Table of concept
scoring consists of concept idea, selection criteria, rate, weight factor, net score,
and rank. The following is the steps to make matrix in concept scoring:
2.2.1. Determining Selection Criteria
Matrix of determination in concept scoring stage is a matrix that consists
of concept idea, selection criteria, weight factor, and rating. Selection criteria on
concept scoring is different from selection criteria in concept screening. Selection
criteria in concept scoring is deeper than selection criteria in concept screening.
The following is the list of selection criteria that we use:
Table 2.4. Comparison of Selection Criteria on Concept Scoring and Concept Screening

No.
1.
2.
3.
4.
5.

Selection Criteria
Concept Screening
Concept Scoring
Ease of use
Ease of use
Ease of absorption
Absobency time
Ease of absorption
Specific gravity (stickiness)
Safety of ingredient
Harmful substance
Performance
Performance

Type

Customer needs

(Source: Authors Personal Data, 2015)

Table 2.4. Comparison of Selection Criteria on Concept Scoring and Concept Screening (Contd)

No.
6.

Selection Criteria
Concept Screening
Concept Scoring
Feature
Moisturizing

Type
Customer needs
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7.
8.
9.

Feature
Ease of manufacture
Manufacturing cost

Aroma
Ease of manufacture
Manufacturing cost

Needs of firm

(Source: Authors Personal Data, 2015)

Based on table 2.4, there are some selection criteria which are elaborated
further, they are ease of absorption which is split into absorbency time and
specific gravity and feature which is split into moisturizing and aroma. This is
done based on our findings in assignment 1, which states that those two
specifications are ranked highest.
2.2.2. Determining Concept Idea Weight Factor
Weight factor is used to assign the importance of each selection criteria.
The percentage determination of weight factor is subjective based on our groups
rational arguments. The sum of weight factor has to be 100% with a formula as
stated below:
n

(1)

S j = r ij wi
i=1

Where:
r ij = raw rating of concept
wi
n

for the i th criterion

weighting for the i th criterion

= number of criteria

Sj

total score for concept

Based on table 2.4, there are 9 criteria selection which will be used in
concept scoring. This criteria selection is then divided into 3 types, which are very
important, important, and not too important. The following are steps to determine
percentage of each selection criteria:
1. Very Important Selection Criteria
First, we determine the highest weight factor for very important selection
criteria, which is 15%. Selection criteria which we consider very important are
performance, ease of manufacture, manufacturing cost, and harmful substance.
This is because performance, ease of manufacture, and manufacturing cost are the
triangle of need specification. Meanwhile, harmful substance is a requirement of
regulation that needs to be fulfilled from BPOM.
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2. Important and Not Too Important Criteria


We continue to count the percentage of selection criteria which is important
and not too important. Previously, it has been determined that the percentage of
very important selection criteria is 15%, so we have:
Remaining=100 ( 4 15 ) =40

(2)

We agreed that there are 3 important criteria, which are ease of use,
absorbency time, and specific gravity (viscosity) and 2 not too important criteria,
which are moisturizing and aroma. The calculation of percentage for important
criteria (X) and not too important criteria (Y) uses this equation:
3 X +2 Y =0.4

(3)

By finishing equation 3, we obtain X as 10% and Y as 5%.


2.2.3. Determining Concept Idea Rating
Concept idea scoring rate is determined by group discussion and the result
is listed on table 2.5 based on parameter which is compared with reference
product as such:

1 = Much worse than the reference

2 = Worse than the reference

3 = Equal to the reference

4 = Better than the reference

5 = Much better than reference


In this stage, reference product is not mandatory to be put on the table 2.5

which is the result of concept scoring.


2.2.4. Determining concept idea ranking
Concept idea ranking is done by adding up the result of multiplication of
rating with weight factor from each selection criteria and then putting them in
order from the highest to lowest net score.

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2.2.5. Determining The Best Concept Idea


The best concept idea is concept idea with highest net score and ranking. The best concept idea is then tested to consumers to
determine how well the product is going to sell. Table 2.5 below, shows the result of concept scoring.
Table 2.5. Concept Scoring Result

Selection Criteria

Ease of use
Absorbency time
Specific gravity
(stickiness)
Harmful substance
Performance
Moisturizing
Aroma

Weight
Factor

Product 1
B+G

Product 2
C+G

Product 3
D+G

Product 4
I+G

Product 5
H+G

(ointment)
Rat
Weight

(lotion)
Rat
Weight

(gel)
Rat
Weight

(serum)
Rat
Weight

(spray)
Rat
Weight

0.10
0.10

e
3
3

Score
0.30
0.30

e
5
4

Score
0.50
0.40

e
4
3

Score
0.40
0.30

e
4
4

Score
0.40
0.40

e
5
5

Score
0.50
0.50

0.10

0.30

0.40

0.30

0.40

0.50

0.15
0.15
0.05
0.05

4
3
3
3

0.60
0.45
0.15
0.15

4
3
5
5

0.60
0.45
0.25
0.25

4
3
4
3

0.60
0.45
0.20
0.15

4
4
4
4

0.60
0.60
0.20
0.20

4
3
4
5

0.60
0.45
0.20
0.25

(Source: Authors Personal Data, 2015)

Table 2.5. Concept Scoring Result (Contd)

Selection Criteria

Weight
Factor

Product 1
B + G (ointment)
Rat
Weight

Product 2
C + G (lotion)
Rat
Weight

Product 3
D + G (gel)
Rat
Weight

Product 4
I + G (serum)
Rat
Weight

Product 5
H + G (spray)
Rat
Weight

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Ease

of

manufacture
Manufacturing
cost
NET SCORE
RANK
CONTINUE

Score

Score

Score

Score

Score

0.15

0.45

0.60

0.60

0.30

0.45

0.15

0.45

0.45

0.45

0.45

0.45

1.00

3.15
4
N

3.90
1
Y

3.45
3
N

3.55
2
N

3.90
1
Y

(Source: Authors Personal Data, 2015)


Note: Y = Yes, N = No

Based on table 2.5, we didnt choose product 1,3, and 4 to develop further due to the following reasons:
a. Product 1
Product 1 is an anti-itchy formula in the form of ointment. Generally, anti-itchy formula in this form uses gentamicin sulfate as active
ingredients. This product is eliminated because this product does not have any benefit compare to reference product.

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b. Product 3
Product 3 is an anti-itchy formula in the form of gel. Even though it has
advantages such as moisturizing, this product is eliminated due to its absorbency
time and specific gravity that has the same value as the reference product.
c. Product 4
Product 4 is an anti-itchy formula in the form of serum. Even though product
4 has advantages in a lot of aspects, but the manufacturing process is hard.
Products that we chose to be developed further to product testing are product 2
and 5 for these reasons:
a. Product 2
Product 2 is an anti-itchy formula in the form of lotion. Product 2 is easily
absorbed by the skin and is not sticky due to its specific gravity value of 0.95
based on hand and body lotion product that exists in the market. The main
advantage from product 2 is moisturizing and ease of manufacturing.
Manufacturing of product 2 only consists of mixing, heating, and cooling and
doesnt need special tools.
b. Product 5
Product 5 is an anti-itchy formula in the form of spray. Product 5 is easily
absorbed by skin and is very non-sticky. The advantage of product 5 is the quick
absorbency time (approximately 10 seconds) due to its similarities with water.
However, product 5 is hard to manufacture as it needs distillation process so that a
very thin solution with desired component can be obtained.

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Tabel 2.6 below, shows description of scoring rating for each selection criteria.
Table 2.6. Description of Selection Criteria on Concept Scoring

Rating

Selection Criteria
Ease of use

Absobency time

Cannot be used 180 - 300 s


1

anytime

Performance

Contain > 3 harmful substance and > 30 minute

and

allergenic agent
0.9 1.0

Contain 1 3 harmful substance and 15 30 minute

anytime
Can be

1.0 1.2

allergenic agent
Contain 1 harmful substance and 5 15 minute

used 30 - 60 s

anytime

and

allergenic agent

used 10 - 30 s

1.2 1.5

Does not contain harmful substance 1 5 minute

anytime in 60
mins
Can be

< 0.9

Harmful substance

anywhere
Cannot be used 60 - 180 s

anywhere
Can be
4

Specific gravity

and allergenic agent for normal skin

used < 10 s

type
Does not contain harmful substance < 1 minute

> 1.5

anytime in less

and allergenic agent for all skin type

than 15 mins
(Source: Authors Personal Data, 2015)
Table 2.6. Description of Selection Criteria on Concept Scoring (Contd)

Ratin
g

Selection Criteria
Moisturizing

Aroma

Ease of manufacture

Manufacturing

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cost

1
2
3
4
5

Makes skin dry

Pungent

Reduces skin moisture

hallucination
high technology
Pungent smell caused by alcohol or Quite complicated

Does not affect skin moisture

herbal
Smell of alcohol and herbal

method and high technology


Use simple manufacture method

Nice smell with a hint of herbal


Smells like perfume

expensive
Easy manufacture method
Cheap
Can use conventional manufacture Very cheap

Helps moisturize skin


Moisturize and soften skin

smell

that

causes Very complicated manufacture and Very expensive


manufacture Expensive
Quite

method

(Source: Authors Personal Data, 2015)

2.3. Concept Testing


After we did the concept selection step, we obtain some of the best concepts for our product. Considering that the concept was chosen
by individual preferences, we still have to estimate how our product concepts will compete in the market. Thus, after we get the best
concepts among the many that we have score and select, we try to find out the response of the targeted consumers towards those concepts.
The concept testing section consists of:

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1. Determining The Objective of Concept Testing


2. The purpose of the concept testing is to obtain consumers responses
towards our chosen product concepts. In order to achieve better interpretation of
consumers response, this concept testing should contain questions about the
acquisition of product features.
3. Deciding The Survey Population
4. We conduct the survey to 40 respondents. In order to gather more
representative data of each segment of consumers, the respondents must come
from different backgrounds. There variations may occur in respondents
occupation, age, and gender. In this case, our targeted segment of consumer is
female that does a lot of daily activities, either as a student, a housewife, or as an
employee.
5. Deciding The Form of Survey
6. In order to gather the opinion, we utilize social media to communicate
with the respondents. The survey was done in form of quistionnaire. We provide
the respondents with some prototype pictures and then we asked them to choose
and give their opinion about the product concepts.
7.

Below is the prototype branding in concept testing that we

provide in the quistionnaire to give further illustration about our product


concepts to respondents. There are two prototype that differs in terms of
forms; the first prototype in spray form and the second prototype in lotion
form.

8.
9.

a)
b)
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10. Figure 2.1. Anti-Itchy Formula Spray Prototype (a) and Anti-Itchy Formula
Lotion Prototype (b)
11. (Source: Authors Personal Data, 2015)

12.

We finally gather 40 respondents from the online survey

that we conduct before. The list of questions that we asked is provided in


the quistionaire that we attach in the appendix section. To make it more
comprehensive to see, we serve the recapitulation of the survey data by
using pie chart below.
Gender of Respondents

Male; 28%

Male
Female

Female; 73%

13.
14. Figure 2.2. Pie chart of Respondents Gender.
15. (Source: Reproduced from Quistioner and Interview, 2015)

16.

Based on respondents gender, the total of 40 respondents is

actually consists of 30 female and 10 men. We gather more data from


female respondents because we thought that our anti-itchy product will be
more consumed by female since female are more aware of their own
health. The rest of the respondents works as a comparatiive data to our
targeted data.

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Age of Respondents

3%

10%

8%
23%

58%

17-25 year
26-35 year
36-45 year
46-55 year
56-65 year

17.
18. Figure 2.3. Pie Chart of Respondents Age.
19. (Source: Reproduced from Quistioner and Interview, 2015)

20.

Based on respondents age, the total of 40 respondents is

actually consists of 23 people from the 17-25 years age group, 9 people
from the 26-35 years age group, 3 people from the 36-45 years age group,
one person from 46-55 years age group, and 4 people from the 56-65 years
age group. We gather more data from the 17-25 years age group based on
our targeted consumer which is female students and from the 26-35 years
age group that is also based on our targeted consumer which is female
housewives or female employee. The rest of the respondents works as a
comparatiive data to our targeted data.

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21.

Occupation of Respondents

8%

5%

13%
50%
25%

Student
Employee
Housewife
Businessman
State-owned Company
Employee

22. Figure 2.4. Pie Chart of Respondents Occupation.


23. (Source: Reproduced from Quistioner and Interview, 2015)

24.

Based on respondents occupation, the total of 40

respondents is actually consists of 20 students, 12 employees both from


state owned or private company, 5 housewives, and 3 bussinessman. We
gather more data from respondents that works as students and employees
because we thought that people from those kind of occupation tends to
spend a lot of time indoor in air-conditioned room. Since bacteria infection
occur more frequently when skin is dry and the air conditioner dries the
skin, bacteria infection tends to happens more when people are working
indoor in a long period of time.

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Usage of Anti-itchy Formula

No; 5%
Yes
No

Yes; 95%

25.
26. Figure 2.5. Pie Chart of The Usage of Anti-itchy Formula.
27. (Source: Reproduced from Quistioner and Interview, 2015)

28.

Based on the graphic above, it turns out that not all

the respondents have used an anti-itchy formulation product to cure


itchiness. From the total of 40 respondents, there are still 2 respondents
that have never used any anti-itchy formulation products. It may happened
because the usage of medication to treat itchiness has not been a culture
for Indonesian people since they tend to leave the itch alone until it is
gone.
29.

In this assignment we have determined the two best concept

designs for our anti-itchy formula product. The strength, weakness, and
price for each product concept that we provide in the quistionaire is
provided in the table below.
30. Table 2.7. Comparison of Product Concepts Prototype

31.
S

32. Spray

34.

35. Easier to

St

33. Lotion
36. Has

be

moisturizi

absorbed

ng effect,

by

can

skin,

also

more

smoothens

practical.

and
brightens
the

skin.

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Made
from
herbal
ingridients
37.

38. Contains

alcohol

40.

as solvent
41. Rp

.
39. Shorter
shelf life
42. Rp

20.000/1

30.000/10

00 ml

0 ml

43.
Product Form Preference

Spray; 30%

Spray
Lotion

Lotion; 70%

44.
45. Figure 2.6. Pie chart of Product form Preference.
46. (Source: Reproduced from Quistioner and Interview, 2015)

47.

Based on the graphic above, it turns out that respondents

are more keen to chose the lotion formed product concept. It may be
because the benefits of moisturizer that it provides and the fact that it is
made from herbal ingridients which is safer to use that the spray product
concept that based on alcohol as a solvent. The appearance of alcohol as a
solvent is regarded as weakness not only because it made the product
smell more pungent it also made the product more hazardous to the skin.

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48.

Probability to Buy
Definitely Buying; 55%

Definitely Buying
Maybe Buying
May not Buy
Will not Buy

Will not Buy;


3% Buying; 40% M ay not Buy; 3%
M aybe

49. Figure 2.7. Pie Chart of Respondents Probability to Buy Product.


50. (Source: Reproduced from Quistioner and Interview, 2015).
51.
Based on the graphic above, the number of respondents that
will definitely buy and maybe buying is both more than 50%. It shows that
the respondents are showing their interest to buy this product. It also
shows that the consumer that we targeted is correctly defined. It implies
that our anti-itchy formula concepts that will be produced later on would
have had an established number of market consumers so that we can it is
worthy to be produced and sold in Indonesian Market.

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52. CHAPTER III


53. FINAL PRODUCT
54.
3.1. Product Positioning
55.

To understand whether our product may compete with other

competitor, we use Conceptual Mapping as a method. Conceptual


Mapping is a chart that describes the position of our concept based on
some criteria. On the conceptual mapping, we can compare our product
design to another existing product by seeing its position in the map. The
anti-itchy formula that we chose to compare with our products are
Gwendolyn (lotion), Chloramfecor (ointment), and Benadryl (spray). The
following is the result of our conceptual mapping:
56.

Product Positioning
Own Product

Gwendolyn5

4
3

3
3

Benadryl

Chloramfecor

57. Figure 3.1. Porduct Positioning


58. (Source: Authors Persoal Data)

1. Ease of Use

38

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59. Ease of use in this mapping represents the ease of each products usage.
Rating 5 is given to our products with easiest usage. Rating 1, on the other hand,
is given to product with the most complicated way of using.
2. Absorbency Time
60. Absorbency time means the amount of time needed for each product to be
absorbed by skin. Rating 5 is given to product with fastest absorbency time.
Meanwhile, rating 1 is given to product with slowest absorbency time.

39

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3. Specific Gravity
61. Specific gravity is the comparison between one products density to water.
Specific gravity is often linked with products stickiness. Rating 5 is given to
product with closer specific gravity to water, or close to 1. Rating 1 is given to
product with farthest specific gravity to water, or close to 0.
4. Harmful Substance
62. Harmful substance represents the amount of hazardous substance
contained in each product. Products with lowest content of hazardous substance
will be given rating 5, while product with highest content of hazardous substance
will be given rating 1.
5. Performance
63. Performance indicates products effectiveness in soothing itch. Product
with the most effective effect will get 5, while product with the least effective
effect will get 1.
6. Moisturizing
64. Moisturizing indicates the amount of moisturizing agent in ones product.
Rating 5 indicates high moisturizing agent, while rating 1 indicates low
moisturizing agent.
7. Aroma
65. Aroma is a subjective opinion on whether a product smells good or not.
Rating 5 will be given to product with nice smell, while rating 1 will be given to
product with pungent smell.
8. Ease of Manufacture
66. Ease of manufacture is a criteria from the producer. It represents the
difficulty level of each products making process. Rating 5 will be given to
product with easiest making process. Rating 1 will be given to product with
hardest making process.
67.

Based on the mapping above, we can conclude the position of our

product concept among the existing products are:


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1. In ease of use, our product has the same value as Gwendolyn and Benadryl,
but higher than Chloramfecor.

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2. In absorbency time, our product is higher than Gwendolyn and Chloramfecor,


but lower than Benadryl.
3. In specific gravity, our product has higher rating than Gwendolyn and
Chloramfecor, but lower than Benadryl.
4. Our product was rated the highest in harmful substances.
5. Our product was rated the lowest in performance.
6. Our product was rated the highest in moisturize, along with Gwendolyn.
7. Our product was rated the highest in aroma along with Gwendolyn.
8. Our product was rated the highest in ease of manufacture, along with
Gwendolyn.
68.

Based on the interpretation of the conceptual mapping above, we

can conclude that the advantage of our product concept are:


1. Harmful substance. Our product uses natural ingredients, such as herbal, for
its active ingredients. We also avoid usage of hypoallergenic substances, such
as paraben and triclosan, for the addition of our lotion.
2. Ease of use. Our product is in the form of lotion, which means it is easy to
carry and it can be used safely anytime and anywhere by simply rubbing it
onto the skin.
3. Moisturize and aroma. These are features that is highly desirable from our
respondents in assignment 1. Our product is in the form of lotion. Therefore,
we add moisturizer and uses natural ingredients for its natural fragrance.
4. Ease of manufacture. Lotion doesnt need complicated manufacturing
technology. It only needs to be heated, mixed, and cooled.
3.2. Product Description
69.

From concept testing result, we got 70% respondents choose lotion

product and 30% respondents choose spray product. Based on concept testing
result we know that the best product is product 2 which is anti-itchy formula in
lotion form with mechanical use by rubbing on skin. Our anti-ithcy formula uses herbal

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extract as active ingredient (after combined with concept G in concept screening). We use
9 selection criterias to describe our product, i.e:

1. Ease of Use
70. Our anti-itchy formula is easy to be used because its form is lotion and
packaged in a tube paste package so it only takes less then 15 minutes anytime
and anywhere.
2. Absorbency Time
71. Our anti-itchy formula can be absorped fast because it contains more water
than oil (o/w or oil in water emulsion). Generally it consists of 10-15% oil phase,
5-10% humectants and 75-85% water phase (Schmitt, 1996).
3. Specific Gravity
72. Our anti-itchy formula has specific gravity with value that is almost the
same as specific gravity of water which is about 0.97 based on the result of
benchmarking towards moisturizing lotion in assignment 1. Based on the specific
gravity value, we can say that our anti-itchy formula has moderate stickiness level
and is convenient to use when rubbed on skin.
4. Harmful Ingredient
73. Active ingredient from our anti-itchy formula is very safe because it is
made from herbal extract. Some of the herbal ingridients that we will choose are
betel leaf (antiseptic: phenol), aloe vera (antiseptic: saponin, moisturizer: lignin),
olive oil (anti-inflammatory: polyphenol, antibacterial: monolaurin), hammamelis
(anti-inflammatory: hamameltanin and tanin), and cajuput oil (antiseptic: cineole).
5. Performance
74. Performance of our anti-itchy formula is quite good because it is in a
lotion form, so it can be absorbed by skin in shorter time, based on the
benchmarking we did towards other existing products in assignment 1which is
about 5 minutes.
6. Moisturizing
75. Moisturizer that will be used for our anti-itchy formula comes from herbal
ingridients. The herbal ingridients we choose will be between aloe vera or jojoba
oil extract. We chose aloe vera because it is easier to obtain with cheaper price and
it contais lignin which is efficacious as a moizturizer (Marwati dan Hermani,
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2006) and we chose jojoba oil because it is rich in essential fatty acid, antioxidant,
vitamin E, and sterol which can reduce inflammation and improve skin
metabolism.
7. Aroma
76. Aroma from our product will be nice because the herbal ingridients that
we have mention above is essentially the herbal ingridients that usually be used in
perfumery. Our product will also have no pungent smell because it contains less
alcohol concentration than any other existing product that we have benchmark in
assignment 1.
8. Ease of Manufacturing
77. Manufacturing process of our product is easy because it only consists of
mixing, heating, cooling, shearing, and homogenizing. Furthermore, the
packaging that we used for our product is plastic tube that is cheaper and easier to
obtain.
9. Manufacturing Cost
78. Manufacturing cost of our product is cheaper because the easiness in
obtaining raw material with cheaper price from the raw material market.

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79. CHAPTER IV
80. CONCLUSION
81.
82. Based on this assignment, we can conclude several points i.e.:
1. The main concept of anti-itchy formula is divided into mechanism of use and
form;
2. The combination of exsisting concept and new concept (generating concept
process) produces 18 concept ideas;
3. We use 7 selection criteria on concept screening and 10 selection criteria on
concept scoring. Selection criterias on concept scoring are more detail than
concept screening. These criteria selection is based on the main specification
in assignment 1;
4. Concept screening reduce 18 concept ideas into 5 concept ideas, concept
scoring reduce 5 concept ideas into 2 concept ideas i.e. lotion and spray, and
concept testing reduce 2 concept ideas into 1 concept ideas i.e. lotion where
the result is 70% respondents choose lotion;
5. The result of concept testig shows that 55% respondents will buy our antiitchy formula with target market of women in teenager and adult age group;
6. The product that we will produce is an anti-itchy formula in cream form with
mechanical use by rubbing on skin;
7. The benefit of our product are our product uses natural ingredients for its active
ingredients, our product is in the form of lotion, our product has another
features that is highly desirable i.e. moiturizing and aroma, and our product is
ease in manucaturing.
83.

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