Lecture 4 Product life cycle

Product life cycle

Concurrent engg
PLM

PRODUCT CYCLE
Computer Aided
Design

PRODUCT
CONCEPT

CUSTOMER &
MARKETS
QUALITY
CONTROL

Computer Aided
quality Control

DESIGN

NEW
EQUIPMENT &
TOOLING

PRODUCTION

Computer Controlled
Machines

Computer Aided Drafting

& Documentation

DRAFTING

PROCESS
PLANNING

Computer
Aided
Process Planning

PRODUCTION
SCHEDULING
Computerised Scheduling,
MRP,
Shop floor control

C Ax IN PRODUCT CYCLE

Assembly
Stations

Inspection

CAD

Mechanism/Kinematics

Geometric
Data Base
Robotics
Language

Drafting

CNC
Programming

Products

Process
Planning

CAM

Modeling

CAE
Analysis

CAI

Assembly

Variation of sales volume

through the life of a
product

The cycle through which a product goes

through from development to retirement is
called the product life cycle.

Product Development Cycle

-Industries have to design and re-design their products to stay put in the
market
-Upon Initial introduction to market, customers define the survival of a
product based on satisfying customers need and their perception
- Elaborate network is enabled to service customer problems with regard to
the problems
-Inspite of being successful in case of deficiencies, todays market demands
product recall

Successful Product
#1 The sales volume will pick up gradually and peak after some time. The
product will continue to sell for some time.
#2 The sales will then start gradually declining owing to availability of better
products in the market. It is time for the company to introduce a new and
improved product in the market as well as to retire the old product.
#3 The companies will usually advice the customers that the old product will
be further supported by the sales and service department only for a limited
period of time.

Product Life Cycle

Sales and
Profits ($)
Sales

Profits
Time
Product
Development

Losses/
Investments ($)

Introduction

Growth

Maturity

Decline

The product development Cycle

The idea of a product may come from a

- patent
- suggestion of the customers
- feedback of the sales and service department
- market research carried out by the marketing or from the R&D department
The next stage is the conceptualization of the product
-The cost at which the product could be sold in the market
- the overall design in terms of shape, functional specifications, ergonomics,
aesthetics etc are considered in detail and finalized

Design Stage
design department who carefully designs each assembly and each
component of the assembly.
Detailed design analysis and optimization is carried out at this stage. A
design may have several variants.
The design department creates these designs through a top down
approach or a bottom up approach.
In top down approach, the entire assembly is designed first and
individual designs are done latter. In bottom up approach, the
component design is done first and the product is realized by
assembling the components suitably.
Engineering the product consists of process planning, tool design, facility
design, capacity planning, quality assurance activities, procurement,
assembly planning, etc.

Marketing Stage
have the responsibility of carrying out appropriate product launch
activities as well as planning the sales and service network,
advertising and training of sales and service personnel.

Product Development Spiral

The design development process is an iterative process
Instance from the Ford 1920s model to the current model the amount of design
iteration that has taken place

Product Sustainability Life Cycle @ Ford

Traditional or sequential Engineering

The traditional product development process at the prototype development
stage is sequential.
It includes product design, development of manufacturing process and
supporting quality and testing activities, all carried out one after another.
This situation assumes that there is no interaction among the major
departments involved in product manufacturing during the initial
development process.

Design department in a typical sequential product development process

finalizes the design without consulting the manufacturing, quality or
purchase departments.
Any Change may require starting from the first sequence

Design changes will involve both material and time wastages.

response to the market requirements will be slow compared to a
competing company which can create an error free design at the
first instance.

Design and Re-design path

Across the wall approach in a traditional design

Concurrent Engineering
Concurrent engineering/ Simultaneous Engineering / Parallel Engineeing is a
methodology of restructuring the product development activity in a manufacturing
organization using a cross functional team approach
is a technique adopted to improve the efficiency of product design and reduce the
product development cycle time.
brings together a wide spectrum of people from several functional areas in the
design and manufacture of a product
Representatives from R & D, engineering, manufacturing, materials
management, quality assurance, marketing, vendor development etc. develop
the product as a team.
Everyone interacts with each other from the start, and they perform their
tasks in parallel.
Intensive teamwork between product development, production planning and
manufacturing is essential for satisfactory implementation of concurrent engineering.
The teamwork also brings additional advantages ; the co-operation between
various specialists and systematic application of special methods such as QFD
(Quality Function Deployment), DFMA (Design for Manufacture and Assembly) and
FMEA (Failure Mode and Effect Analysis) ensures quick optimization of design and
early detection of possible faults in product and production planning.

CE can be defined as
Integrated approach to product-design that
takes into account all stages of a products life
cycle from design to disposal including costs,
quality, testing, user needs, customer support,
and logistics

Sales &
Service

QC & QA

R&D

Product

Design &
Engineering

Planning &
Purchase

Manufacturing

May also include

Finance,
Outsourcing

The activities necessary to complete a particular task within a

specific engineering discipline have to emerge wherever possible
from their sequential flow into a concurrent workflow with a high
degree of parallelism
Total quality management is thus closely related to concurrent
engineering.

An example of various activities done in

parallel

Typical Characteristics of concurrent engineering

Integration of product and process development
and logistics support
Closer attention to the needs of customers
Adoption of new technologies
Continuous review of design and development
process
Rapid and automated information exchange
Cross functional teams
Rapid prototyping

The CE Approach
Focuses on optimizing and distributing
resources within a company or unit during
design and development
Collaboration is required
Involves implementation, appraisal, and
continuous improvement initiatives
Must be applied throughout a system to be
successful (requires strong leadership)

How can the data be managed

Design changes, status reviews, releases and
their effects on cost, delivery and quality have to
be managed.
How work flows and the information flow,
storage,retrieval and decision making can be
supported and controlled.
information systems have to be developed which
integrate the different engineering disciplines and
their support tools

Product life cycle management (PLM)

This tool views the entire life cycle of a product as a process that
can be

managed,
measured,
monitored
modified
to achieve continuous improvement.
PLM helps manufacturers acquire the capability to collaborate internally (within the
organization) and externally (outsourcing partners or vendors) collaborate on
product development, manufacture, market and service till the retirement of the
product, consistently maintaining the highest possible efficiency throughout the
value chain.
Product Life Cycle Management is a total production system that tracks a product
from inception to disposal

The Scope of PLM

Product
Lifecycle

Plus the engineering business

systems to make the process
work with the rest of the company

Components of PLM
Engineering Design
Design management - Design, validation using CAE
Engineering process - CAD drawing realase, CAM
Change management- Design changes,process changes, roles changes
Design colloboration from multi sites
Knowledge management and process automation
Design iterative data
documentation
versions control
product structure and configuration management
archiving and creating a knowlege respositary
Product visualisation
visualization and collaboration capabilities enable team members to view the digital mock up
or exchange their representations
Aesthetics and ergonomics - concept team to design and sales service involvement
Real time collaboration
Secure,adoptive and user friendly real time collaborative enables rapidness in all functional
areas

Project Management
Assessing and capturing customer requirements
Supply Chain management
PLM integrates the procurement/outsourcing related processes with the rest of the
engineering
The product development teams can assess through various functionalities the
design content, cost efficiency, product quality and suppliers capabilities
Manufacturing
Planning for assembly process, factory layout , robot programming, worker safety
and ergonomic studies
Servicing capability

Common PLM softwares

Siemens PLM
Enovia of DS
Winchill of PTC
ARAS