Dishwashers

Team

Approach
1. 2. 3. 4. 5. 6. 7. 8. History of dishwashers in Videocon The Mission Statement Strategic Focus Enablers Creating the need Fulfilling the need Building a great product Form a team

History of dishwashers
1. 2. 3. 4. 5. Introduced under Videocon brand in 1999. Model was VD1200. A lot of 2000 dishwashers was made and sold through dealer network. MRP was fixed at Rs. 19900. Most of the dishwashers either lying in the warehouses unsold or have come back as sales returns. Dishwasher line shifted from Videocon Appliances to Millennium in 2002.

6.

The Mission Statement

We will develop dishwashers as one of the key revenue and profit drivers for Millennium Appliances by creating and fulfilling the need for dishwashers in Indian households.

Strategic Focus

Creating and fulfilling the need for dishwashers in Indian households.

Enablers

Increased awareness

Changing lifestyle

Increase in affluence

Easy and affordable finance

Creating Need for Dishwashers

Convenience

Time - a precious resource

Creation of Need

Emotional costs

Health & hygiene

Fulfilling the Need

1 A great product 7 Direct marketing Fulfilling the need 5 Partnership With customer 4 Consumer awareness 3 Service excellence 2 Affordable

Building A Great Product

6. Create the product 5. Organize resources 4. Revise the product specifications 3. Interact with the consumer 2. Benchmark with the best 1. Form a team

Form a Team
The dishwasher team consists of the following: 1. Members of Millennium Appliances 2. Vendors working on the project 3. Existing users of dishwashers (VD1200) 4. Our prospective patrons 5. Who worked on the project earlier 6. Our critiques, admirers and sources of encouragement and inspirations

Team
S. No. Name Designation Education Exp. Total Exp. Videocon Exp. Dishwasher Contribution

Madhusudan Jhunjhunwala

COO and Team Leader

M. S. (USA), B. Tech (IIT) B. Tech (Mech.)

15 yrs.

16 mths.

16 mths.

Team building, goal setting & leadership Validation of teams efforts & technical guidance

Teodoro Aparicio

HA specialist

40 yrs.

S. D. Jahangirdar

Washing machine expert Asstt. Manager

B. Tech (Mech.)

25 yrs.

25 yrs.

10 yrs.

Training the team

Vivek Kumar Singh

B. Tech (Mech.)

5 yrs.

13 mths.

13 mths.

Setting up the mfg. line

Team
S. No. Name Designation Education Exp. Total Exp. Videocon Exp. Dishwasher Contribution

Ramakrishna

Asstt. Manager PDD MT Marketing

B. Tech (E&EC)

6 yrs.

13 mths.

13 mths.

New product specs.

K. Abhimanyu

MPACM, (Symbiosis)

10 mths.

10 mths.

10 mths.

Beginning of marketing efforts with a new approach Rectification and dev. Of tools and dies Dev. Of plastic components

Milind Kulkarni

Engineer II, Tool Engg.

Diploma (Mech.)

6 mths.

6 mths.

Arun Kumar

Engineer II, Plastics

Diploma (Plastics)

4 yrs.

2 yrs.

13 mths.

Team
S. No. Name Designation Education Exp. Total Exp. Videocon Exp. Dishwasher Contribution 9 Avinash Deshmukh Dy. Manager (Purchase) B. E. (Mech.) 14 yrs. 14 yrs. 13 mths. Vendor dev.

10

Ranga Rao

Asstt. Manager (Maint.) Dy. Manager (Tool room)

Diploma (Elect.)

7 yrs.

13 mths.

13 mths.

Rectification of machines

11

U. N. Chittal

B.E. (Mech.)

17 yrs.

17 yrs.

5 mths.

Development of injection moulds for front panel, top board, kick plate & control panel

12

Team
S. No. Vendor Contributions 1 Infodynamic, Pune Product concept development, renderings, prototype, display material, electronic brochures, product CD, and help in advertising material Design, development and manufacture of electronic control board

REPL, Hyderabad

Kinetic Polymers, Hyderabad

Rubber and bitumen based components

Equic Dies and Molds, Hyderabad Wirecraft, Mumbai

Injection molds, fixtures and press tools

Development of baskets

S. S. Enterprises

Imported components

Team
S. No. Vendor Contributions 7 Ganage Pressing Pvt. Ltd., Pune Press tool rectification and reconditioning, manufacture of press parts and components Design, development and manufacture of membrane switch

Mahavir, Pune

VIL Tool Rool, Aurangabad

Injection mold for dishwashers - design, development and manufacturing Press tools and components

10

Durga Engg.

11

Dishmatic, New Delhi

Development of dishwashing detergents, rinse aids, etc.

12

Paramount Engineers

Machine building, machine rectification, fixtures and press tools

Team
S. No. Vendor Contributions 13 Shree Precoated Steel, Pune Precoated MS sheets

14

Ilex, Pune

Limit switches

15

Vijay Engg., Hyderabad

Fixtures and ultrasonic machine rectification

16

Ravi Vykhole

3 D modeling and design inpts

17

Stainless Steel

Stainless steel sheets for tub band, counter doors and side parts

18

Innovative Engineering

Plastic molded components

Team
S. No. Vendor Contributions 19

20

21

22

23

24

It is the will that matters

1. 2. The journey began with two ITI technicians, Mastan and Nagraj. They disassembled the machines without any formal guidance and learnt the complete functionality by assembling and disassembling time and again. In this process they not only trained themselves but they trained others as well, their newly recruited bosses. These bosses like them also didnt know the product but they were more fortunate than them; they were engineers and they had Jahangirdar to help them. These bosses indeed did a commendable work with their subordinates.

3. 4.

5.

Inexperience is an advantage.
6. They worked against many odds such as nonnonavailability of drawings, documents, procedures and nono-knowledge of product. They fought the odds and ignorance courageously. They built a team and with the team they worked to create the complete infrastructure that will not only create the product in its new avatara but also they will create a need and fulfill that need in Indian households.

7. 8.

Benchmark with the Best

Our benchmarks are: 1. Bosch 2. Haier 3. Milee 4. Siemens 5. IFB

Interact with the customer

1. Established links with 60 existing users of VD1200 in Pune and have serviced all their needs and resolved their problems from nonnonavailability of detergents to malfunctioning of machines. 2. Keeping in touch regularly and seeking feedback on performance. 3. Repeating the same in other cities, Mumbai being next.

Revise the Product Specifications

New features in the product: 1. Electronic control panel with larger options 2. HIPS front, control and top panels and kick plate improving aesthetics 3. Newly designed thermal sensors 4. Stainless steel basket 5. Weight reduction by 15 Kg 6. Newly developed bitumen for better heat retention and less noise 7. Detergents suitable for India cooking 8. Wider temperature control 9. LCD control panel 10. Plastic tub 11. Soil sensor 12. Improved bottom impeller 13. Protection against rats

Organize Resources
1. 2. 3. 4. 5. 6. 7. 8. 9. A motivated team with a clearly defined goal has been put in place. Team has been trained rigorously in all aspects product design, manufacturing, service and application. All sources of supplies have been identified and orders for trial lot have been placed. Production set up has been streamlined after effecting necessary corrections and modification in machines and tools. All missing tools, dies, molds and machineries have been rebuilt. Set up can produce 3000 dishwashers in a month with single shift operation. All machines and raw material have been shifted to MAIL. Machines and components that were good have been salvaged for use, while the remainder have been disposed off. Expert help of M/s Teo and S. D. Jahangirdar has been made available to the team. A well defined market plan is in place to achieve a sale target of 1000 dishwashers per month.

Create the Product

1. 2. 3. New product design and rendering is ready and approved. Prototypes are ready and have been successfully tested. Product in its new form was displayed at the exhibition in Hyderabad and received overwhelming response and appreciation. About 10,000 people came and saw the product. About 1000 showed keen interest to see a demonstration. About 500 wanted to buy if the product was ready. A pilot lot of 250 will be ready by May04. A commercial lot of 1000 will be ready by July04

4.

5. 6.

Affordable Product
6. Affordable dishwasher 5. Create high volumes 4. Low marketing expense 3. Maintenance free 2. Low manufacturing cost 1. Modular and simple design

Affordable Dishwasher
1. 2. 3. 4. 5. 6. 7. Affordable dishwasher @ Rs. 20,000/- (MRP). 20,000/Present RMC @ Rs. 10,000/- is same as the old RMC despite 10,000/incorporation of new features and increased input costs. It will be reduced to Rs. 8000/- for lot size of 1000 sets. 8000/Cheaper, yet effective, ways of advertisements like door-todoor-todoor awareness campaigns. 75% of people who showed interest to buy the product priced it in Rs. 18000/- to Rs. 30,000/- range. 18000/30,000/Modular design, import substitution will reduce cost of manufacturing, service and imports substantially. 8 out of 12 imported components have been indigenized.

Service Excellence
6. Consumer delight 5. Train consumer 4. Provide service within 24 hrs. 3. Depute them in target cities 2. Train them on the mfg. line 1. Recruit diploma/ITI

Consumer Awareness
8. 7. 6. 5. 4. 3. 2. 1. An informed customer Providing correct information Dishwasher & convenience Dishwasher & hygiene Education on features Test marketing Involving the VD1200 users Door-to-door campaign

Partnership with Customers

9. 8. 7. 6. 5. 4. 3. 2. 1. The customer is with you Involve him in selling Invite customers to factory Take feedback and implement Take help in networking Trials at customers ends Give publicity to consumers experience Take help in spreading awareness Involve in development and testing

Innovative Marketing
1. Door-to-door selling like Aquaguard 3. Tie up with a good kitchenware brands 2. Existing users as selling network 4. Sell the dishwashing solution 5. Use of internet for marketing and awareness 6. Focus on positives, no negatives 7. Road shows, demonstrations and display 8. Sale as a result of positive image

Acknowledgement
Without the courage and mistakes of those who worked on this product earlier it would not have been possible to come this far; it would still be impossible to proceed further from here. It is on the foundation of mistakes made by them we are trying to build the structure of knowledge and success.