BangProd #1 Pengertian Produk Dan Introduksi Perancangan Produk

FAKULTAS REKAYASA INDUSTRI
PENGEMBANGAN PRODUK - IEH3D3

by : Budhi Yogaswara – BYG 93650004
Ully Yunita Nafizah – UYZ 17920079
Lecture Note #1
PENGERTIAN PRODUK
&
INTRODUKSI PERANCANGAN PRODUK
budhiyogas@telkomuniversity.ac.id, ullyyunitanp@yahoo.com
BYG 2018 - PENGEMBANGAN PRODUK - IEH3D3 TEL U – FAK. REKAYASA INDUSTRI
budhiyogas@telkomuniversity.ac.id
LO1 Mampu menjelaskan definisi & klasifikasi produk

LO2 Mampu menjelaskan definisi & jenis pengembangan
produk
LO13 Memahami konsep concurrent engineering dalam proses
pengembangan produk PRODUCT
LO5 Mampu menjelaskan proses pengembangan produk Development
LO6 Mampu memilih tahap pengembangan produk yang
sesuai
IEH3D3
LO7 Mampu mengidentifikasi kebutuhan pelanggan
LO8 Mampu menerjemahkan kebutuhan pelanggan menjadi
spesifikasi produk LEARNING
LO9 Mampu memunculkan konsep produk OUTCOMES
LO10 Mampu memilih konsep produk untuk dikembangkan
lebih detail
LO11 Mampu menganalisis arsitektur produk
LO12 Mampu membuat arsitektur produk

LEARNING • LO14 Mampu melakukan analisis pemilihan

material untuk produk yang dirancangnya
• LO15 Mampu melakukan analisis DFM untuk
OUTCOMES melakukan perbaikan rancangan
• LO16 Mampu melakukan analisis DFA untuk
melakukan perbaikan rancangan
• LO17 Mampu melakukan analisis DFE untuk
melakukan perbaikan rancangan
• LO18 Mahasiswa mampu melakukan analisis
FMEA untuk memperoleh usulan perbaikan
rancangan produk
• LO18 Mahasiswa mampu melakukan analisis
FMEA untuk memperoleh usulan perbaikan
rancangan produk
• LO19 Memahami konsep rapid prototyping
dalam perancangan produk
• LO20 Mampu melakukan analisis industrial
design untuk melakukan perbaikan rancangan
• LO03 Mampu menjelaskan jenis strategi
pengembangan produk
• LO04 Mampu memilih strategi pengembangan
produk yang sesuai
LEARNING PLAN
• Pengertian Produk dan Introduksi
w#01 w#09 • Concurent Engineering
Perancangan Produk
• Strategi dan Tahap Pengembangan Produk,
w#02 w#10 • Analisis Material
• Identifikasi Kebutuhan Pelanggan
• Spesifikasi Product
w#03 w#11 • DFX : DFM, DFA, DFE
• HOQ
• Concept Generation: Concept Selection: • Failure Mode and Effect Analysis
w#04 w#12
Concept Scoring (FMEA)
w#05 • Product Architecture w#13 • Rapid Prototyping
• Industrial Design dan Robust

w#06 • Presentasi Progress Tugas Besar w#14
Design
w#07 • Presentasi Progress Tugas Besar w#15 • Presentasi Tugas Besar
w#08 • UTS w#16 • Expo

KOMPOSISI NILAI AKHIR
NILAI AKHIR
30% 40% 20% 10%

RUANG LINGKUP TUGAS BESAR - PROJECT
PRODUCT DEVELOPMENT
PROJECT
AKTIVITAS LINGKUP DAN JENIS
• Melakukan pengembangan produk berdasarkan • PD atau NPD

tahapan dan metode yang diajarkan dikelas • Product Substitusi Impor
• Dilakukan secara berkelompok (terdiri dari 3 • Meningkatkan TKDN
orang) • Ramah Lingkungan
• Output : Final Report (Gabungan Progress • Start Up Platform
Mingguan), Prototype, Table Tent, Manual Book • Alat Bantu Industri Kecil
,Presentasi (Kelas) • Alat Bantu Komunitas (Communal
• Progress Report Mingguan  Asistensi Product)
Praktikum • Home Appliances
• Pameran Hasil Perancangan Produk • Mainan Edukasi Anak
• Alat Bantu Pengajaran
PRODUCT ?
 “Anything that can be offered

to a market to satisfy a need
or want” (Kotler)
 Products that are marketed include
physical goods, services, experiences,
events, persons, places, organizations,
information, and ideas.
EXPERIENCE
PROCUCT CLASIFICATION
Product
Goods Services
Berdasarkan durability dan tangibility, produk dapat diklasifikasikan sebagai berikut:

 produk tangible yang biasanya dikonsumsi
Nondurable goods dalam satu atau beberapa kali penggunaan.
PRODUCT
 produk tangible yang biasanya mampu

Durable goods dikonsumsi / digunakan lebih lama.
 produk yang bersifat intangible.

Services
GOODS AND SERVICES

“Most Goods contain a Service, and Most Services Contain a Good”
Goods Services
Automobile
Computer
Installed Carpeting
Fast-food meal
Restaurant meal/auto repair
Hospital Care
Advertising Agency / Investment Management
Consulting Services / Teaching
Counseling
0
100% 75 25 25 75 100%
(Heizer and Render, “Operations

Management”)
DIFERENSIASI PRODUK
Tingkatan beroperasinya karakteristik
utama suatu produk.
Performance Produk dapat ditawarkan
Quality
Kesan kualitas produk dengan berbagai feature yang
yang dirasakan oleh Perceived melengkapi fungsi dasarnya
Quality Features
konsumen (!)
Produk dibedakan Produk yang reliable memiliki

berdasarkan ukuran, Form Diferensiasi Reliability kemungkinan yang kecil untuk
bentuk, atau struktur fisik (aesthetics) Produk rusak / tidak berfungsi
lainnya (fail/malfunctioned).
Repairability Conformance
Quality
(Serviceability) yaitu kemudahan untuk Tingkatan kesamaan dan kemampuan
memperbaiki produk ketika produk Durability
unit-unit produk untuk mencapai
tersebut rusak / tidak berfungsi. spesifikasi yang ditawarkan.
Usia (operating life) produk
PRODUCT LIFE CYCLES “Products are born. They live and die.” (Heizer and Render)
Maturity – “A slowdown in sales

Growth – “A period of growth because the product has
rapid market achieved acceptance by most potential
acceptance and buyers. Profits stabilize or decline
Introduction – “A period of
substantial profit because of increased competiton.”
slow sales growth as the
improvement.”
product is introduced in the
market. Profits are nonexistent Maturity – “A slowdown in sales growth because the product
because of the heavy expenses has achieved acceptance by most potential buyers. Profits
of product introduction.” stabilize or decline because of increased competiton.”
Electric Paper Plane Ear Mirror
WHAT DO YOU THINK?
WHAT DO YOU THINK?
WHAT DO YOU THINK?
WHAT DO YOU THINK?
CONSIDERATIONS OF PRODUCT DEVELOPMENT
Understanding the Economic Sociological and

customer change demographic change
issue utama dalam pengembangan perubahan ekonomi perubahan sosial dan
produk baru (NPD)  Market dapat mempengaruhi demografis akan mempengaruhi
and customer driven performa produk di pasar (netizen, young people,
pasar woman)
Technological change Political / legal change
perubahan teknologi membawa kemajuan dan perubahan aspek politik (regulasi, dll) akan
memungkinkan berbagai produk dan mempengaruhi pengembangan produk
kebutuhan  technology driven perusahaan  environemental issues,
AFTA, MEA
SUMBER GAGASAN PRODUK BARU
1. Kebutuhan dan Keinginan Konsumen

2. Ilmuwan/Pakar
3. Pesaing
4. Salesman Perusahaan
5. Distributor
6. Manajemen Puncak
7. Badan penelitian, Majalah Industri, Universitas, dll
Question ???
FAKULTAS REKAYASA INDUSTRI
PENGEMBANGAN PRODUK - IEH3D3
by : Budhi Yogaswara – BYG 93650004
Ully Yunita Nafizah – UYZ 17920079
CONCEPT OF PRODUCT DEVELOPMENT
budhiyogas@telkomuniversity.ac.id, ullyyunitanp@yahoo.com
The set of activities beginning with the perception of a market

opportunity and ending in the production, sale, and delivery of a product.
“Ulrich Dan Eppinger”
New Product Development (NPD) consists of the activities of the firm that
lead to a stream of new or changed product market offerings over time. -
Loch dan Kavadias -
PRODUCT DEVELOPMENT
TYPES OF NEW PRODUCT DEVELOPMENT

“New to the World” Products
• Revolutionary in the marketplace
• Generally create entire new markets that
New Product Lines never before existed
• Allow entry into newer markets
not previously participated in by
the manufacturer Improvements and Revisions
of Existing Products
• It becomes necessary to improve your
company’s offering to increase market
share or to retain it
Additions to Existing Product Lines
• By taking the basic products and modifying it, Cost Reductions
a wider market share is realized
• These programs are strictly a
means for reducing the cost of
Repositioning products to offer similar value
• An exercise in changing the perception in
the mind of the consumerg
TYPES OF NEW PRODUCT DEVELOPMENT
TYPES OF NEW PRODUCT DEVELOPMENT: INTERNAL VS EXTERNAL
WHO DESIGN AND DEVELOPS

PRODUCTS ?
Marketing Design Manufacturing

Mediates the interactions Play lead role in defining Primarily responsible
between the firm and its the (physical) form of for designing and
customers. the product to best operating the
Facilitates the meet customer needs. production system in
identification of product order to produce the
opportunities, the Engineering design
(mechanical, electrical) & product
definition of market
segments, and the Industrial design
identification of (aesthetics, ergonomics,
customer needs. user interfaces).
3. Expected Product
This is about all aspects the consumer expects to get
when they purchase a product.That coat should be
really warm and protect from the weather and the wind
and be comfortable when riding a bicycle.
4. Augmented Product
The Augmented Product refers to all additional factors
which sets the product apart from that of the
competition. And this particularly involves brand
identity and image. Is that warm coat in style, its colour
trendy and made by a well-known fashion brand? But
also factors like service, warranty and good value for
money play a major role in this. The goal is to deliver
1. Core Product something that is beyond an expected product. It’s the
This is the basic product and the focus is on the purpose for which the product is intended. translation of the desire that is converted into reality.
For example, a warm coat will protect you from the cold and the rain. The more important
benefits the product provides, the more that customers need the product. A key element is 5. Potential Product
the uniqueness of the core product. This will benefit the product positioning within a market This is about augmentations and transformations that
and effect the possible competition. the product may undergo in the future. For example, a
warm coat that is made of a fabric that is as thin as
2. Generic Product paper and therefore light as a feather that allows rain to
This represents all the qualities of the product. For a warm coat this is about fit, material, rain automatically slide down.
repellent ability, high-quality fasteners, etc.
CHARACTERISTICS OF SUCCESSFUL PRODUCT DEVELOPMENT

• Does it satisfy customer needs?
• How good is the product resulting from
the development effort?
Product
Quality
• Are the team and the firm • What is the cost of the
better able to develop product?
future products as a result Development Characteristics Product • Determines how much profit
of their experience with a of Successful
product development
Capability Product Cost
accrues to the firm for a
particular sales volume and a
project? Development particular sales price
• How much did the firm have to Development Development • How quickly did the team complete the
product development effort?
spend to develop the product Cost Time • How responsive the firm can be to
competitive forces and technological
developments
WHY PRODUCTS FAIL AND HOW TO AVOID SUCH FAILURE ?

Market too small : Poor match for the company Not new / Not different :
• Insufficient demand for this • Company capabilities do not • A poor idea that really offers
product match the requirements for nothing new to the customer
producing and marketing the
product
 Market is defined and rough potential  Design process to get to market fast.  Creative and systematic idea generation in
estimated in opportunity identification. Monitor changes opportunity identification
Demand forecasts in design and in testing  Product designed with a focus on the
Major shift in technology : Forecasting Error : customer
• “Blind-sided” by radical • Excess production due to  Product and position tested before launch
change in technology. overestimation of sales
• Stay with old technology too Competitive response :
long.  Systematic methods in design pretest, and
 Monitor new technologies. Look for new • Competitors respond quickly
testing phases of the process improve before the product can achieve
benefits they can produce. a success in the market.
earlier forecasts as the product and
marketing strategy near completion • Competitors copy design and
Poor timing : improve it.
• Enter too late in market.
• Cycle time too long.  Considerations of competitive response
in design, pricing, and marketing plans.
• Design process to get to market fast. “What-if” scenarios
Monitor changes
Lihatlah
“Pengembangan Produk yang Gagal”
Lihatlah
30 Ad Placement Mistakes
Lihatlah
REFERENCES
 “Product Design and Development”,
Karl T. Ulrich & Steven D. Eppinger,
McGraw-Hill.
 “Design and Marketing of New
Products”, Glen L. Urban & John R.
Hauser, Prentice-Hall.
 “Operations Management”, Jay Heizer &
Barry Render, Pearson Prentice-Hall
 Etc.
 http://www.npd-solutions.com/

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FAKULTAS REKAYASA INDUSTRI

PENGEMBANGAN PRODUK - IEH3D3

LO1 Mampu menjelaskan definisi & klasifikasi produk

LO12 Mampu membuat arsitektur produk

LEARNING • LO14 Mampu melakukan analisis pemilihan

w#05 • Product Architecture w#13 • Rapid Prototyping

• Industrial Design dan Robust

w#07 • Presentasi Progress Tugas Besar w#15 • Presentasi Tugas Besar

w#08 • UTS w#16 • Expo

KOMPOSISI NILAI AKHIR

30% 40% 20% 10%

RUANG LINGKUP TUGAS BESAR - PROJECT

AKTIVITAS LINGKUP DAN JENIS

• Melakukan pengembangan produk berdasarkan • PD atau NPD

 “Anything that can be offered

Berdasarkan durability dan tangibility, produk dapat diklasifikasikan sebagai berikut:

 produk tangible yang biasanya mampu

 produk yang bersifat intangible.

GOODS AND SERVICES

(Heizer and Render, “Operations

Produk dibedakan Produk yang reliable memiliki

Maturity – “A slowdown in sales

Electric Paper Plane Ear Mirror

WHAT DO YOU THINK?

WHAT DO YOU THINK?

CONSIDERATIONS OF PRODUCT DEVELOPMENT

Understanding the Economic Sociological and

Technological change Political / legal change

SUMBER GAGASAN PRODUK BARU

1. Kebutuhan dan Keinginan Konsumen

CONCEPT OF PRODUCT DEVELOPMENT

The set of activities beginning with the perception of a market

TYPES OF NEW PRODUCT DEVELOPMENT

TYPES OF NEW PRODUCT DEVELOPMENT

TYPES OF NEW PRODUCT DEVELOPMENT: INTERNAL VS EXTERNAL

WHO DESIGN AND DEVELOPS

Marketing Design Manufacturing

CHARACTERISTICS OF SUCCESSFUL PRODUCT DEVELOPMENT

WHY PRODUCTS FAIL AND HOW TO AVOID SUCH FAILURE ?

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