KATHMANDU UNIVERSITY

DHULIKHEL, KAVRE

PRESENTATION ON
PRODUCT DESIGN AND DEVELOPMENT

PRODUCT DESIGN AND DEVELOPMENT 1

Table of contents
 Product design

 Product development

 Product design and development

 Economics of new design-production aspect.

 Effect of plant layout and material handling.

PRODUCT DESIGN AND DEVELOPMENT 2

Product Design
• is the process of creating a new
product to be sold by a business to
its customers.

 describes the process of

imagining, creating, and iterating
products that solve users problems
or address specific needs in a given market.

PRODUCT DESIGN AND DEVELOPMENT 3

Contd…
 has many fields of
application: medical devices, tableware,
jewelry, sports and leisure, food
preservation appliances, furniture, etc.

 takes into consideration also the

production cost, the manufacturing
processes and the regulations.

PRODUCT DESIGN AND DEVELOPMENT 4

Product Design Process

[1]
PRODUCT DESIGN AND DEVELOPMENT 5
 Empathize
• Learn about the people for whom you are
designing.
• Conduct research to develop a deeper
understanding of
your users.

PRODUCT DESIGN AND DEVELOPMENT 6

 Define
 Create a point of view that is based on user needs
and insights.

PRODUCT DESIGN AND DEVELOPMENT 7

 Ideate
 Brainstorm and come up with as many creative
solutions as possible.
Generate a range of potential solutions by giving
yourself and your team total freedom.

PRODUCT DESIGN AND DEVELOPMENT 8

 Prototype
 Build a prototype (or series of prototypes) to test
your hypothesis. Creating a prototype lets designer
see if they’re on the right track, and it often sparks
different ideas that you wouldn’t have come up with
otherwise.

PRODUCT DESIGN AND DEVELOPMENT 9

 Test
 Return to your users for feedback.

PRODUCT DESIGN AND DEVELOPMENT10

 Product Development

Product development
 typically refers to all of the stages
involved in bringing a product from
concept or idea through market release
and beyond.

 objective of product development is to

cultivate, maintain and increase a
company's market share by satisfying a consumer
demand.

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Product Development
 product
development comprises of the following
elements:

PRODUCT DESIGN AND DEVELOPMENT12

 Creation and Innovation pave the way for new
inventions and generation of a new product
which provides utility to the consumers.

 Improvement of the existing products is

essential to upgrade the old products and to
attain perfection.

 Enhancement of the existing production

process, methods, techniques and system helps
in the betterment of customer experience. It is
more cost-efficient for the organization too.

PRODUCT DESIGN AND DEVELOPMENT13

Product Development Process

[2]

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 Idea Generation:
• The first step is knowing customer’s requirement
through market research by taking
feedback, conducting surveys and going through
the competitor’s product. From this research, a
product idea is developed.

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 Idea Screening:
• The product idea is to be well studied and
investigated to find out the need for introducing
the new product, the requirement of
additional machinery, selection of marketing
channel and its break-even point.

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 Concept Development:
• The next stage is enquiring about the product
feasibility by
conducting concept testing. The new product idea
is
revealed to a group of consumers, and they are
asked to
share their response over it. If the majority is in
favor of
the product, then further steps are to be taken.

PRODUCT DESIGN AND DEVELOPMENT17

 Business Analysis:
• In this step, the organization decides whether the
product is financially viable for it or not.
Product’s demand, cost, competitiveness,
profitability, expected sales, overheads, etc. are
analyzed.

PRODUCT DESIGN AND DEVELOPMENT18

 Product Development:
• At this stage, the manufacturing of a new
product, it’s financing, marketing and
distribution as well as advertisement and promotion
takes place. However, initially, a small quantity is
produced as a test batch.

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 Test Marketing:
• The product is then launched in the market on a
small scale. If it attains success and can
generate customers, the large- scale production is
planned.
If the product is rejected in the market, the
company finds out the shortcomings and rectifies it. If
the product fails again in the market, the company
tends to dump it.

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 Commercialization:
• At this point, the company executes large-scale
production and distribution of the successful new
product. It advertises and markets the product on a
massive scale to acquire a considerable customer
base.

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Product design and
development
 The term product design and development together
has more of a business approach, as it also
incorporates issues like market studies, market
introduction, product review activities, knowledge
management, collaboration and others too.
 Product design and development process is a cycle of
continues improvement over time with iterative
feedback and recurring inputs from development
team members, executives, sales and marketing
departments and production teams.
 Recent trends in product design and developments
are shorter innovation processes, emerging customer
integration into product development, as well as
increasing degrees of multidisciplinary in the design of
new products.

PRODUCT DESIGN AND DEVELOPMENT22

Phases Of PDD
The process of product design and development
together, mainly includes following phases:
 Analyzing market and customers’ needs
 Product concept generation
 Product design specifications
 Design for manufacturing
 Development of concept and prototype
 Detailed design
 Design evaluation and review
 Product launch

PRODUCT DESIGN AND

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PRODUCT DESIGN AND
[3]
DEVELOPMENT 24
Economics of new product
design
 When designing or launching a new product,
market analysis needed

 According to Samuel Elion model, reason to

introduce new product in the market:

• To increase the profit of the organization

• to avoid the decline in sales of an existing

due to stiff competition

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Fig: Break-even point graph

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Using the chart Samuel Elion establish
following relation.

 Let,
 F.C= fixed cost
 P1,Q1= profit gained and quantity sold
before additional invest
 P2,Q2= Profit gained and quantity sold after
additional invest
 S = additional invest made

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 Now let us compare P1 and P2 and justify
the new additional invest made.
From slope of break even chart

Slope of a break even chart before additional

invest

Or,

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 The slope of break even chart after the
additional invest

Or

It is desirable that the new profit will be larger than

or at least equal to the existing one
i,e
Therefore profit difference
0r
0r
This relation tell us how many units of the new
design ought to be sold.

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Plant Layout
 Plantlayout is a “technique of locating
different machines and plant services
within the factory so that the greatest
possible output of high quality at the
lowest possible total cost can be
available”.

 Plantlayout includes the arrangement

and location of work centers and various
service centers like inspection, storage,
and shipping within the factory building.
[3]
PRODUCT DESIGN AND
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ADVANTAGES OF A GOOD
LAYOUT
The advantages of a good layout can be
studied from the stand point of the worker,
labor cost, other manufacturing costs,
production control, supervision, and capital
investment.

 Reduction in the effort of the worker.

 Fewer material handling operations.
 Increase in production per-man-hour

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CONTD
 Maintenance and tool replacement costs are
reduced.
 Greater saving in the waste of raw material
consumption.
 Helps in easing the burden of supervision.

Thus, an efficient layout is necessary for

achieving the objectives of the business i.e.,
higher production, turnover and profits by
minimizing the cost of manufacturing.[6]

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BAD LAYOUT – EFFECTS ON
COST
A bad layout results in unnecessary handling of
materials and movement of men and equipment.

 The quality of the product may come down due

to damage suffered in production process thus
reducing the value.

 Loss due to breakage, pilferage, deterioration,

etc., add to costs being experienced.

All these factors increase the cost of

manufacturing.[6]

PRODUCT DESIGN AND DEVELOPMENT33

DISADVANTAGES
 Create dull and repetitive jobs.

 Poorly
skilled worker may not maintain
equipment or quality of output.

 Need preventive maintenance.

 Requires large capital investment.[5]

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MATERIAL HANDLING
 Material handling is defined as movement of
material of any form ( raw material, finished,
packaged, solid, liquid, gas,, light and heavy)
from one location to another location, either
in a restricted path by manual or mechanical
aids.
 The movement may be either horizontal,
vertical or may be combination of both.
 Material handling involves all those activities
that are responsible for efficient movement of
goods either with in a plant or a warehouse or
between a plant and a transportation agency.
[4]
PRODUCT DESIGN AND
DEVELOPMENT 35
ADVANTAGES OF MATERIAL
HANDLING SYSTEMS
 Itreduces the time required for handling the
materials
 Improvement on productivity

 Leastfatigue to the worker

 Improved work environment

 Improvement in safety & reduction in

accidents.
 Increases the flow rate of materials from one
workstation to another.[4]
PRODUCT DESIGN AND
DEVELOPMENT 36
REFRENCES
 [1] N. Babich, "A Comprehensive Guide To Product
Design," 2018.
 [2] M. Claessens, "THE NEW PRODUCT DEVELOPMENT
PROCESS (NPD) – OBTAIN NEW PRODUCTS," 2015.
 [3] S. S. S. a. N. N. G. Hemant M. Patil, "Product Design
and Development: Phases and Approach," International
Journal of Engineering Research & Technology (IJERT),
vol. 6, 2017.
 [4] Raghavulu, D. P. (n.d.). PLANT LYOUT AND MATERIAL
HANDLING.
 [5] slideshare.net. (n.d.). Retrieved from
https://www.slideshare.net/harinadhkarimikonda/plant-
layouts
 [6] slideshare.net. (n.d.). Retrieved from
https://www.slideshare.net/VenkateshB22/plant-layout-
and-material-handling-introduction
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