Product

A product is a commodity that serves certain

functions.

It could be physical or virtual (say, a software).

However,, we shall be mostlyy concerned with the
physical ones.
 Product Cycle

• The activities are actually arranged in a

cycle.
• They have precedence relationships among
them – parallelism, slack etc.
• All need not take constant and equal
duration.
• They may occur at different geographic
locations too.
• These are handled by Marketing, Design and
Manufacturing departments.
Product Cycle
 Product Cycle

Two Phases of Product Cycle

i. Product Development
p Cycle
y
The phase from identifying the need for the product, conception of the product through its
development, proving through a series of prototypes till productionizing.
ii. Product Life Cycle
y
The phase from the manufacture of the product batch after batch, sales, service till finally
disposal of the product after it has finished its useful life.
 Product Cycle

Four Phases of Product Cycle

i. Product Identification
ii. Design
iii
iii. Manufacture
iv. Sales & Service
 Product Cycle

Shigley‘s Six Stages of Product Development

1. Recognition of need
2. Specification of the product
3. Synthesis
4
4. Analysis and Optimization
5. Evaluation
6. Presentation
 Product Cycle

3 Stages of Design Types of Manufacture

1. Conceptual design 1. Prototype manufacture

2. Configurational design 2. Regular production
3. Detailed design
g Types of Functions

1. Managerial
2. Shop floor
 Product Cycle

Product Identification

- Market Survey
- Analysis of Customer Requirements & Feedback
 Product Identification

• It starts with a need. Identification of this need is the

responsibility of the marketing department. Extensive
market research (data collection from customers, retailers
etc. and analysis) will be required to identify the need.
Often watching the competitors is enough! (industrial
espionage! Reverse Engineering!!)
 Product Identification …
• The need could be met by
products arising out of
radically new ideas or a
modification of an existing
product.
• Sometimes, a technology
may lead to innovative new
products for which a market
may not exist readily. In such
a case, marketing
department has to excite the
customers and generate
interest in it through
advertising/ demos. Project types
 Product Identification …
• Marketing, Design and Manufacturing are the three main
groups responsible for the product. It is essential that they
communicate among themselves the need for and
specifications of the product without distortion.
 Product Identification …

• If the company understands the need correctly and

launches a product in time that meets this need, it
ou s es
flourishes.
 Product Cycle

3 Stages of Design

1. Conceptual design
2. Configurational design
3. Detailed design
g
 Design
Design is the creative activity of developing a new product
that meets the need. Design involves a series of decision
which form a tree
tree.

The 3 important phases of design are [Fisher]

i. Conceptual design
- Generation of numerous ideas to meet the need
- Evaluation of these ideas and choosing the best one
- Arriving at an abstract design
ii. Configurational design
- Modularization
- Decide interface among the modules & design collaborations
iii. Detailed design [Andreasen pp. 25]

- Geometric modeling, Determination of material etc.

- Analysis, synthesis and optimization.
 Product Cycle

Conceptual Design

- Product Definition, i.e., Specifications.

-Synthesis of Ideas (leading to the principle of
operation of the product)
 Product Cycle

Configurational Design

- Modularization
- Establishing Design Collaborations
 Product Cycle

Detailed Design: Modeling

- Geometric Modeling Æ CAD

- Digitizing
- Drafting
 Product Cycle

Detailed Design: Engg Analysis & Synthesis Æ CAE

- Structural Analysis
- Heat & Fluid Flow Analysis
- Kinematic Analysis
- Dynamic Analysis
- Design for Xability (DFX) Analysis
(X = Manufacture, Assembly, Disassembly, Repair, Eco-Friendliness, Mass
Customization etc.),
- Optimization
 Product Cycle

Virtual Prototyping:

- Mathematical Modeling
- Virtual Reality, Interference Check
- Virtual Testing
 Product Cycle

Types of Manufacture Types of Activities

1. Prototype manufacture 1. Managerial activities

2. Regular production 2. Shop floor activities

• Manufacture is the physical realization of a design specification.

• Manufacturing strategies are different for both these types. Furthermore, it
also depends on other factors such as volume, quality of labor etc.
 Product Cycle

Physical Prototyping:

- Physical Models (scaled/full,

(scaled/full actual/ Alternate material) by conventional manufacture or by
Rapid Prototyping

- Working Prototypes. One has to do manufacturing activities such as Process Planning, Tool
Design NC Programming etc
Design, etc. specific to these prototypes

- Physical Testing
 Product Cycle

- Scheduling
- Make/ Buy Decision - Machine loading
- Vendor Development - Line balancing
- Resource Planning (facilities etc. : - Man power deployment
BPR or MRP III) - Salary
- Selection of Site - Purchase
-Resource planning (MRP I & II)
-Supply Chain Management
-Product Lifecycle Management
 Product Cycle

- Product Design (Value Engineering, - Regular manufacture (casting, forging,

Aesthetics and Ergonomics) forming,
g, machining
g & Joining)
g)
- Freezing Design and Release of Design - Assembly
Documents - Inspection & QC
- Process Planning - Warehousing
- Tool Design & Manufacture - Shipping
pp g
- NC Programming
- Group Technology
- Plant Layout
 Product Cycle

- Advertising
- Maintenance

Sales & service is the responsibility of Marketing Department. As this

department is directly
directl in to
touch
ch with
ith the cons
consumer,
mer the
they are also responsible for
identifying the need for a product.
 Summary

• Activities of the Product Cycle form cycles.

• Each may have different and non-constant
periods with p
p precedence relations. Hence
parallelism and slacks are possible.
• Various classifications were presented.
p
• Use of computers helps in better efficiency and
integration.
 Product Development
Product Development is a sequence of activities
to identify the need, conceive, develop and
launch a product into the market to meet this
need.
 Product Development
p
Product Development is concerned with,
influences and influenced by

• Marketing dept
• Design dept (Product)
• Manufacturing (Production)

Product
P d t Development
D l t iis th
the responsibility
ibilit off
design department; but they need to interact with
the marketing and production department to keep
quality, cost and time (QCD) under control.
 Problems in Product Development
• An unfortunate sequential course of events is followed.
This not only delays Product Development; it leads to
costly/ sub-optimal/ faulty design and the corresponding
penalties due to late feedbacks.

[Andreasen pp 14]
 Problems in Product Development …
• Poor interplay between Market and Design: Market
k
knowledge
l d and dddesign
i possibilities
ibiliti are b
badly
dl combined.
bi d

[Andreasen pp. 14]

 Problems in Product Development …
• Limited interplay between Design and Production: Design
mistakes
i t k are d detected
t t d very late.
l t
• Less optimal combination of design specifications and
production methods.
p

[Andreasen pp. 17]

 Problems in Product Development …
• Limited interplay between Design and Production: Design
mistakes are detected veryy late.
 Problems in Product Development …
• Starting trouble: The early project phases proceeded
h h
haphazardly
dl andd iin th
the wrong way.

[Andreasen pp. 17]

Problems in Product Development …
Relative expenditure in various phases of the project

[Andreasen pp. 102]

 Problems in Product Development …
• About 80% of the product cost is committed (or allocated
or forecast) at the design stage
stage.

Practical Ideal deterministic

 Problems in Product Development …
• Early decisions need more attention than the later ones.
 Problems in Product Development …
• The later a mistake is detected, the costlier it is to rectify.
 Problems in Product
Development …
• Most common situation in
Product Development :
Organizational hierarchy &
Interpersonal relations

[Andreasen pp. 20]

 Ideal Model for Product Development

[Andreasen pp. 27]

It may be called by many names:
• Integrated Product Development
• Efficient Product Development
• Intelligent Product Development
• Rapid Product Development
• ...
 Relationship between Product Development Cost (PDC)
and Selling Price (SP)
• Low PDC/ SP (say, < 20)
- Product is expensive and produced in less number.
Examples: ship engines, bridges …
- Development takes place in small steps, i.e., its products are not radically different
from one another.
- The company has rich knowledge in the domain accumulated over years.
- Production has low priority.

• High PDC/ SP (say, > 1,000,000)

- Product is cheap p and p
produced in very
y high
g number.
Examples: Tooth brushes and pastes, bicycles, food stuff …
- Little efforts are spent on development.
- High emphasis is on production at low cost.
- Tremendous marketing g effort.

• Medium PDC/ SP (say, 20 to 1,000,000)

- Market is unsettled: short life, large supply, severe competition.
E
Examples:
l TV
TV, refrigerator,
fi t automobile
t bil …
- Cost of product development is significantly high. Marketing and production
efficiency also are equally important.
 Conclusions
• Use of computers in the various activities of Product
Cycle will enhance their local performance
performance.

• If all these computer systems works in synergy, it will help

f t development
faster d l t off hi
higher
h quality
lit products
d t att llower
cost.

• Profit = Price – Cost. Hence higher profit is possible

through an appropriate and careful use of CAD/CAM/CAE
tools.
tools