Question Two – From published material or from industrial experiance, identify and
describe a new product introduction process.
During the module you were introduced to enablers of lean design (Lean NPI,
NPI games 1,2 & 3)
Assess the identified case against the this material and make recommendations
for improvement.
This report describes the new product introduction process for Tooling Industry. Due
to fierce competition in Tooling industry, Tool rooms are looking for new products,
technology & markets which makes them unique. This paper depicts NPI methods,
review processes which makes new tooling product development robust & error free.
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referencing as outlined in my handbook and I declare that the work contained in this
assignment is my own, unless otherwise acknowledged.
No substantial part of the work submitted here has also been submitted by me in
other assessment for my degree course, and I acknowledge that if this has been done
an appropriate reduction in the mark I might otherwise have received will be made”
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Index
Index ……………………………………………………………………………………………………… 02
Index of figures…………………………………………………………………………………….. 03
Chapter 1 – NPI Processes
1.1 Introduction – Godrej Tooling Introduction………………………. 04
References………………………………………………………………………………………….. 22
Index of Figures
Godrej Tooling Division is a part of Godrej & Boyce Mfg. Co. Ltd which
was started in the year 1897. The Tooling division which was founded as a
captive tool room in 1935 to cater to the needs of the other internal divisions.
The Godrej Tooling graduated to a commercial tool room in 1993. The division
is into three distinct business lines that are Press tools, Die casting dies,
Special purpose machines and Jigs and fixtures.
In Tooling parlance the Product means the type of dies or moulds that
tool room manufactures & the output part from the die is known as Part. Here
we are going to discuss about New product introduction process in Die Casting
business of Godrej Tooling Division. Since inception Godrej Tooling has
undergone many product changes as explained in table below
For New product introduction the Godrej Tooling has followed the following
process.
Need identification
Concept genaration
Concept Evaluation
Develop Programme
plans
Deployment
Final review
1. In last 3 years many MNC automakers like GM, VW, Diamler Chrysler
has setup their production plants in India. They have a strategy to make
these plant as a manufacturing hub for Asian Market. With So many
manufacturing activities happenning in India, There is a need of Tool
Room who can supply & support the toolings to these plants.
1. Captive tool room for production shop like stampings, die casters,
Moulders etc.
2. Cater to open market for capacity utilisation.
3. Being specialised in segment like Press tool, Die casting & Injection
moulds.
4. Entering in to niche market of a particular segment.
This paper focuses on the new product development for the tool room
whos is aspiring to acquire stage 4 from stage 3.
Godrej tooling is a die casting die supplier for Automobiles in two wheelar
segment. They are specialised in manufacturing dies for engine crank cases &
Carburretors. But to be in the niche market they have adopted a strategy to
cater 4 wheeler auto segment. Following are the opportunities they envised
while adopting this strategy.
Analysis
And in each segment there are die cast parts used for
1. Engine Assembly
2. Reinforcements components
3. Steering columns
4. Fuel Injectors etc.
1. Engine parts
1. Cylinder heads
2. Cylinder blocks
3. Cylinder head covers (Chain covers)
4. Oil pans
Analysis
1. In the present Godrej Tooling business the share of repeat orders is
about 50%. Repeat order means the exact replica of the earlier
die. The need for repeat order arises because of the volumes of the
casting required for a particular part. From one die casting die
100000 component can be produced. With the huge requirement of
the 2 wheelers in India Godrej Tooling was getting repeated orders
for the same castings.
Casting Technology
Oil Pans
Cylinder heads
Cylinder Block
Oil Pan
Gear Box Housing Transmission Case
Steering Column Transmission housing
Head Covers
Transmission cases Front covers
Transmission Housings
Head covers
Front covers
Water outlets
Alloy wheel
1. While the technology was the prime driver for the new product,
Technolofy life cycle was not considered during the Product
conceptualisation.
2. Godrej Tooling was traditionally manufacturing 2W crank case pressure
die casting (PDC) dies. Though with emerging market they had a
opportunity to serve in to Gravity, Low pressure die cating but based on
their their experties in PDC they have selected new products of higher
tonnages in PDCs thus leveraging their operational advantage.
3. Tough the Godrej Tooling aimed for the technology advancement but in
4W automobile that technology is either mainstream or Mature
technology meaning Godrej Tooling will have to work on engineering as
well as marketing efforts also.
Fig 2.2 (Source 13,14)
2.1.4 Programme Plan Development
Capacity builtup
− Machining centres
− Handling Capabilities
− Tryout Facility development
− Inspection facility development
− Spotting machine
Capability builtup
− Design Knowhow
− Simulation Capability
− Assembly knowhow
Market awarenesss
− Participation in exhibition
− Offering reconditioning of target dies to OEMs.
Deployment Plan.
− Machining centres – For large die casting dies insert sizes are large
as compared to 2 wheeler component. Godrej tooling was having
mainly single column machines for insert machining. But the
investment in double column machines were offsetted since the
Godrej tooling were having double column machines for their
Stmaping dies tooling business.
Analysis
1. Time to market. Time plan of Deployment plan
2. Graph of money allocated Vs Money spend
3. In deployment plan the Lean objectives are not focussed to curtailed the
waste.
2.1.5 Deployment
The deployment of the capacity & capability was done by following ways.
− By Offering reconditioning of target dies to OEMs. - Penetration in to
new segment was done by initially offering reconditioning of the larger
dies to the foundries & OEMs. The reconditioning of the dies includes
− Dissembly of die
− Manufacturing new inserts
− Remachining die holders
− Assembly of die
− Spotting of die
− Tryout &
− Inspection
In a way die reconditioning activity is 85% of the new die
develoment remaining 15% includes supply chain of Mold base.
Fig. 2
Proposed shop layout of Godrej Tooling
The fig.2 is indicating the single piece part flow process Where the
material movement time of the insert is saved. Serialise job completion is
ensured & hence productivity will be increased.