TI21W6506

PERANCANGAN DAN
PENGEMBANGAN PRODUK
Teknik Industri-Universitas Pasundan
Dosen: Ir.Dedeh Kurniasih, MT
E-mail: dedeh.kurniasih@unpas.ac.id
 CAPAIAN PEMBELAJARAN LULUSAN (CPL)

CPL 2 : Mampu merumuskan solusi untuk masalah rekayasa kompleks pada sistem
terintegrasi dengan memperhatikan faktor-faktor ekonomi, kesehatan, dan keselamatan
publik, kultural, sosial dan lingkungan

CPL 4 : Mampu mengidentifikasi, memformulasikan, dan menganalisis masalah rekayasa

kompleks pada sistem terintegrasi berdasarkan pendekatan analitik, komputasional
maupun eksperimental

CPL-7 : Menguasai prinsip dan isu-isu terkini dalam ekonomi, sosial, ekologi secara umum
 REFERENSI:
1. Crawford, C. Merle; New Product Management; Irwin; Illinois; 1983
2. Ulrich, Karl T. and Steven D. Eppinger; Product Design And Development; McGraw-Hill:
Singapore; 1995
3. Urban, Glen L. and John R. Hauser; Design And Marketing Of New Products; Prentice-
Hill; New Jersey; 1993
4. Wind, Yoram J. ; Product Policy : Concepts, Methods, and Strategy; Addison -Wesley;
Massachusetts; 1982
5. Clark, Kim B., and Steven C. Wheelwright; Managing New Product Ard. Process
Development-, The Free Press; New York; 1993
6. Lehman, Donald R. and Russell S. Winer; Product Management; McGraw Hill; New
York; 2005
7. Thomke, Stefan H.; Managing Product and Service Development; McGraw Hill;
8. Bloom, Paul N. and Louise N. Boone; Strategi Pemasaran Produk; Prestasi Pustaka;
Jakarta; 2006
9. Inwood, David, and Jean Hammond; Pengembangan Produk; Pustaka Binaman
Pressindo; Jakarta 1995
 Classifying Goods and Services
Convenience Item yang relatif murah yang memanfaatkan
Product usaha perbelanjaan yang kecil.

Sebuah produk yang memerlukan

Shopping perbandingan belanja, karena biasanya
Product lebih mahal dan ditemukan dilebih sedikit
toko
Specialty Sebuah item tertentu yang konsumen
berusaha mencari secara luas untuk dan
Product enggan untuk menerima pengganti.
Sebuah produk yang tidak diketahui oleh
Unsought pembeli potensial atau produk yang
Product diketahui yang pembelinya tidak secara
aktif mencari.
Classification of Consumer Goods
 TIGA ALASAN MENGAPA PRODUK BARU GAGAL
• Pembeli potensial tdk mempunyai kebutuhan riil atau keinginan untuk produk
baru
- Too Little Market Attractiveness
- No Access to Buyers

• Produk baru tdk memenuhi kebutuhan user atau banyak memiliki banyak
kelemahan
- Insignificant Point of Difference
- Poor Product Quality
- Insensitivity to Customer Needs on Critical Factors

• Upaya pemasaran tdk sesuai, terutama dlm mengkomunikasikan sifat produk

pada konsumen yg dituju
- Poor Execution of the Marketing Mix: Name, Price, Promotion, and Distribution
- Bad Timing
New-Product Development Process

Idea Generation
Prototype
Development

Idea Screening

Test Marketing
Concept
Development
& Testing

Commercialization
Business
Analysis
New-Product Development Approaches
Idea Generation
• Idea Generation:
– The initial stage for the new-product development process.

Systematic search for new ideas

– Internal sources: brainstorming
– External sources: customers, competitors, distributors and
suppliers

Ideas vs Opportunities
Ideas Become Opportunities Only If They Have a Chance to Succeed
STAGE THREE
Exploring New Business Ideas and Opportunities

Search for a product or service idea

From your From From a

From
previous casual deliberate
hobbies
employment observation search

Product
Magazines Trade shows Government Use
licensing
and other and agencies and creative
information
publications conventions departments thinking
services

Evaluate the possible alternatives

Determine your preferences

Sources of Ideas for a New Business
Your Job
Your Hobbies
Personal Observation
Casual Observation
Deliberate Search
Publications
Inventor’s Shows, Trade Shows and
Conventions
Patent Brokers and Product Licensing
Information Services
Friends, Acquaintances, and Other Social
Contacts
Federal and Provincial Government Agencies
and Departments
Using Creative Thinking
Where Do Entrepreneurs Get Their Ideas?
◼ Discovered through
systematic research for
opportunities
◼ Swept into the PC revolution
◼ Discovered serendipitously: 4%
5%
◼ Built temporary or casual job
into a business (7%) 20%
◼ Wanted as an individual
consumer (6%)
◼ Happened to read about 71%
the industry (4%)
◼ Developed family member’s
idea (2%) Replicated or
◼ Thought up during modified an idea
honeymoon in Italy (1%) encountered through
previous employment

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Source: 100 founders of the 1989 Inc. *500* fastest growing private companies.
CREATIVE METHODS

Brainstroming

Attribute Listing
BRAINSTROMING
Sebuah proses memisahkan analisis ide dari
perkembangan aktual ide (Usually done in a group)

▪ No criticism during idea generation

▪ Don’t try to sell or explain an idea
▪ Free-flowing, seeking a large quantity of ideas
▪ “weird” and “silly” ideas are encouraged and may lead to new
and better ideas
▪ After a list has been generated, analysis of each idea can take
place
ATTRIBUTE LISTING
Mengubah cara Anda melihat sesuatu dalam rangka untuk
menemukan penggunaan baru untuk itu.

▪ Does its shape, weight, colour, textures, or properties

suggest other uses?
▪ What could you do if you reversed it, combined it with
something else, multiplied it, shrunk it, enlarged it,
rearranged it?
Recognizing Trends

Mengantisipasi kebutuhan dan mengembangkan visi yang

jelas tentang masa depan yang dapat membantu Anda
mengantisipasi produk yang sukses, jasa atau arah untuk
mengambil dan mendapatkan lompatan dalam kompetisi
Idea Screening
• Idea Screening:
– Mengevaluasi kumpulan ide dan mengurangi ke satu set yang
lebih kecil dan lebih menarik dari produk baru yang potensial.

Identify good ideas and drop poor ones

– Usefulness to consumers
– Good for company
– Fit with objectives and strategies
– Have the resources
– Add value
Concept Development and Testing
• Concept Development: Proses membentuk dan
menyempurnakan ide menjadi konsep produk yang lebih
lengkap.

• Concept testing: testing new-product concepts for consumer

appeal
Business Analysis

• Business Analysis:
– Tahap proses pengembangan baru yang diadakan untuk
mempersiapkan rencana pemasaran awal untuk produk.
• Marketing strategy: initial strategy for product concept:
– Target market, positioning, and sales, market share, and profit
goals
– Price, distribution, and marketing budget
– Strategy statement, long-run sales, profit goals, and marketing
mix
Prototype Development

• Prototype Development:
Mengkonversi konsep menjadi produk yang sebenarnya
Test Marketing

• Test Marketing:
Menguji prototipe produk
dan strategi pemasaran
dalam situasi pasar simulasi
atau aktual.
• Simulated Test Marketing:
Mengevaluasi produk baru
dalam situasi dibuat mirip
dengan bagaimana
konsumen akan membeli
dan menggunakannya.
Test Marketing

• Standard Test Marketing:

– Pengujian produk baru dan strategi pemasaran dalam situasi
pasar yang sebenarnya.
Commercialization
The firm introduces the product on a full-scale basis, involving:
• Understanding Consumer Adoption

• Timing

• Coordination
Product Life Cycle Strategies
Product life cycle (PLC): the course of a product’s sales and profits over its life
Summary of PLC
Product Development Phase
Phase 0 1 2 3 4 5
Sell Ideas Plan Develop Validate Qualify Produce

Goal Generate Develop Advance Proof of Proof of Robust

many Plan idea to specs build process
ideas product
Process Develop Plan the Engineer Test Build & Release
Ideas into work for Functional Proto Test Pilot Product
Proposal the Team Models units units to Sell
Main Initial Gantt Working Solid Working Quality
Artifact Project Chart Modules & System Product Product
Summary Prototypes Proto
Owner Project Core Extended or Core Team Member
Champion Team
Process Step 1. Present an Idea
Phase 0
• Collect ideas
• Consider customers
• Know stakeholders
• Write proposal (Initial Project Summary)
Ideas come from Many Sources

• Customer wants
• Customer needs
• Competitor products
• Competitor plans
• Marketing/sales logs
• Organizational strategies
• Society attitudes and opinions
Develop the Initial Project Summary (IPS)
▪ Goal
▪ Product Roadmap
▪ Key Selling Points
▪ Key Customers
▪ Proposed Team
▪ Business Case
▪ Recommendation to decision-makers
Process Step 2. Plan the work
Phase 1
▪ Incorporate new organizational input
▪ Select the team
▪ Identify tasks
▪ Link deliverables to milestones
▪ Anticipate showstoppers
▪ Define tradeoffs
▪ Freeze the plan
Process Step 3. Work the plan
Phase 2-5
• The teams for Work the Plan include:
– Commit and deliver to plan
– Monitor and report metrics with data
– Discuss obstacles and engage
stakeholders
– Communicate change
– Recommit and deliver to change
Process Step 4. Learn from experiance
Phase 0-5
• Professionals use well-documented
events to reinforce good behaviors
and discourage bad ones.
• Continuous improvement discipline
demands everyone to learn from past
experiences – shed the bad and share
the good.
Shirley Robert’s Best Businesses
for Beyond the Year 2000

1. Self-diagnostic medical tools

2. Affordable organic foods
3. Educational books, videos, and CD-ROMs
4. Technology-training centres
5. Customized information services
6. Anti-aging cosmetics
7. Pet-related products and services
8. Financial services tailored to women
9. Activewear for aging adults
10. Home-safety devices

Copyright © 2000, McGraw-Hill Ryerson Limited