Product Design

Product design is the process of deciding the

companys product unique characteristics and
features.
Product design defines a products characteristics
like - Appearance, materials, dimensions,
tolerances, performance standards
Product design must support the business strategy
Product design must match the needs and
preferences of the targeted customer group


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Objectives of Product Design
To generate profit in long run

To achieve the desired product quality

To reduce the development time

To minimize the cost of product

To ensure the manufacturability
2 Product Design and Development 2
Factors Influencing Product
Design
Customer requirements
Convenience of the user
Trade off between function and form
Work methods and equipments
Cost-price ratio
Product quality
Process capability
Effect on existing products
packaging
2 Product Design and Development 3
Characteristics of Good
Design
Functionality
Meeting the objective of customers need
Reliability
Dependability on the performance for designed period
of time without deterioration in quality
Productivity
Reducing number of operations
Replacing the operations that take more time than
stipulated
Replacing the operations that cost mores the budget
with improved technology
2 Product Design and Development 4
Characteristics of Good
Design
Quality
Process: Inspection only informs us about the quality but it is the
process that builds the quality in a product.
Material: Material play an important role in making the product
durable and reliable.
Tolerances in the dimensions of individual parts affect the final quality
of assembled product.
Standardization
Producing various types of products adds to the cost of
production
So, it is important to consider the options of standardization
in terms of
Parts to be used
Using common manufacturing facilities

2 Product Design and Development 5
Characteristics of Good
Design
Maintainability
Product design should be such that maintaining would be
simple and cost effective in terms of repair and replacement
of defective part
Effective design minimizes the downtime thereby
achieving customer satisfaction

Cost effective
Cost of production for a product is influenced at the
designing stage
Design plays an important role in economical
manufacturing

2 Product Design and Development 6
Product Design Development
1.Need Identification: Identify customers
need
2.Concept Development: Description of
form, functions, features
3.Product Design: Specification of
geometry, materials, and tolerances
4.Production Process Design and
Development: Design and develop
systems like material acquisition, human
resource, storing, transportation,
distribution etc.

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Product Design Process
5. Testing and Refinement: Prototypes are
made and tested and improvements are
done
6. Product Launch and Support:
Train workforce
Provide warranty
Avail repair parts and after sale services
Upgrade parts

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Product Life Cycle
Product life cycle is the predictable pattern of demand
throughout the product life.
Products are born. They live and they die
Phases: Introduction, growth, maturity, decline
Product life cycles may be of few hours( a
newspaper), months (seasonal fashions), years (video
cassette tapes) or decades (generators).
Typically a firm has negative cash flow while it
develops a product. When the product is successful,
those loses may be recovered.

Chapter 2 Manufacturing Environment 9
Operational Issues in PLC
Issues Introductory Growth Maturity Decline
Product variety Different
variety
Increasing
standardization
Emergence of
dominant
design
Commodity
characteristics
Product
Volume
Low Increasing High High
Industry
Structure
Small
competitors
Fall out and
consolidation
Few large
competitors
Survivors
Competition Product
characteristics
Product quality
and availability
Price and
dependability
Price
Chapter 2 Manufacturing Environment 10
Stages in the Product Life Cycle
Introduction
Growth
Maturity
Decline
G
r
o
w
t
h

r
a
t
e

mp3
players

mp4
players

CD
players

iphone

Floppy
Disks

cassette
players

DVDs

Fax
Machine
Best period to increase market share
R&D engineering are critical

Introduction
Strategy & Issues During Product Life
Company
Strategy &
Issues
Product design and development are
critical
Frequent product and process design
changes
Short production runs
High production costs
Utmost attention to quality
Quick elimination of market-revealed
design defects
OM
Strategy
& Issues
Strategy & Issues During Product Life
Sensitive to Changes in price or
quality
Marketing is critical
Strengthen niche
Growth
Company
Strategy &
Issues
OM
Strategy
& Issues
Forecasting is critical
Product and process reliability
Competitive product improvements
and options
Enhance distribution
Strategy & Issues During Product Life
Poor time to increase market share
Competitive costs become critical
Usually poor time to change quality or
price
Defend position via fresh promotional and
distribution approaches
Maturity
Company
Strategy &
Issues
OM
Strategy
& Issues
Standardization - Increasing stability of
manufacturing process
Less rapid product changes and more
minor annual model changes
Optimum capacity
Long production runs
Re-examination of necessity of design
changes
Strategy & Issues During Product
Life
Cost control critical to market
share
Decline
Company
Strategy &
Issues
OM
Strategy
& Issues
Little product differentiation
Cost minimization
Overcapacity in the industry
Prune line to eliminate items not
returning a good margin
Reduce capacity
Process Life Cycle and Selection of
Appropriate Technology
Process technologies have life cycles similar to product life
cycle
Types of manufacturing technologies changes in its life cycle
because of change in volume, process innovation, and
automation
Manufacturing process technology begin from job shop at start
up and moves towards the continuous process technology.
Volume and standardization are low in initial stages of life
cycle making unit manufacturing cost higher
High volume is produced and process are standardized during
last stages of life cycle making unit cost lower
Chapter 2 Manufacturing Environment 16
Manufacturing Process Flow
Design
It is a method to evaluate the specific
processes that raw materials, parts, and
subassemblies follow as they move
through the plant.
A good way to start analyzing a process is
with a diagram showing the basic
elements of a process.

17 Chapter 2 Manufacturing Environment
Types of Production Process
Job shop
Batch production
Assembly line
Continuous production
Project production
3 Process Selection 18
Job Shop
A process technology suitable for a variety of
custom-designed products in small volumes
Customer and producer work on pre-decided
parameters in terms of specifications and costs
of the products
Example: Tailoring shops, printing shops,
building contractors, etc.
3 Process Selection 19
Job Shop
Characteristics
Each product uses only a small portion of the
shops human resources and general purpose
equipment
With large number of diverse jobs, elaborate job-
tracking and control systems are used
Much time is spent waiting for access to
equipment
Some equipment is overloaded while other is idle
Cost of production is not very competitive
3 Process Selection 20
Batch Production
A process technology suitable for a variety of
products in varying volumes

Settings are frequently changed and form a
formidable part of cycle time to producer

Example: Pharmaceutical companies, paint
manufacturing companies, steel pressed parts


3 Process Selection 21
Batch Production
Characteristics
Cost of infrastructure is high
General purpose machines and material handling
equipment are procured
Material handling and storage is immense
Heavy cost in terms of input materials that needs
to be stored to facilitate at short notice
Skilled and unskilled labor is required
Main consideration for management are: minimum
idle time, minimum in process inventory, perfect
coordination between various production shops.
3 Process Selection 22
Assembly Line
Assembly Line: Specialized equipments,
skilled manpower are used and developed
to produce limited range and high volume
of products such as Automobile
manufacturer


Chapter 2 Manufacturing Environment 23
Continuous Flow
Conversion or further processing of
undifferentiated materials such

Example
Chemical manufacturer

Chapter 2 Manufacturing Environment 24
Product Process Matrix
IV.
Continuous
Flow
III.
Assembly
Line
II.
Batch
I.
Job
Shop
Low
Volume,
One of a
Kind
Multiple
Products,
Low
Volume
Few
Major
Products,
Higher
Volume
High
Volume,
High
Standard-
ization
Commercial
Printer
French
Restaurant
Heavy
Equipment
Automobile
Assembly
Burger King
Sugar
Refinery
Flexibility (High)
Unit Cost (High)
Flexibility (Low)
Unit Cost (Low)
These are
the major
stages of
product
and
process
life cycles
None feasible
None
feasible
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Product-Process Matrix
Representative industries are listed on the
diagonal of the matrix
Void corners represent incompatible product-
process combinations
Manufacturing flexibility and quality are
competitive priorities in earlier stages,
priorities shift toward dependable and
competitive cost in later stages
3 Process Selection 26
Product Process Matrix
Product process matrix helps us understand
why and how companies change their
production operations
As products, market requirement, and
competition change, so must equipment,
procedures, and human resources
If process changes are not made to
accommodate product life cycles, the result is
competitive disadvantage
3 Process Selection 27
Process
A process is a sequence of activities that is intended to achieve some result
to create some added value for the customers.

A process that does not meet the needs of the firm will punish the
firm every minute.

Objective
Meet or exceed customer requirements
Meet cost & managerial goals

Has long-run effects
Production efficiency
Product & volume flexibility
Cost & quality

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Types of Processes
Conversion (ex. Iron ore into steel sheets)
Fabrication : Changing materials into specific
form(ex. Forming gold into a crown for tooth)
Assembly: Assembling parts into components
(ex. The production process in a modern car
plant)
Testing :Not fundamental process, but acted as
a standalone major activity (ex. quality of
products)

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Symbols for Process Design
O: Operations

: Transportations

: Inspection

: Delay

: Storage


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Tools
Assembly drawing: exploded view of product
showing its components
Assembly chart: Information presented in the
assembly drawing about order and flow pattern
Route sheet: Specifies operations and process
routing for a particular part
Process flow chart: A graphic tool used to
analyze and classify the inter-departmental
activities. It is useful in visualization of all
operations of operations. It divides activities into
five categories: Operations, transportation,
storage, inspection, delay.
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Assembly Chart: Setting up
Fan
A-1 SA-1
1
2
3
4
Frame
Mount switch
Motor housing
Blade
A-6
Component/Assembling Operation
Inspection
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Process Flow Chart
Material
Received
from
Supplier
Inspect
Material for
Defects Defects
found?
Return to
Supplier
for Credit
Yes
No,
Continue
33 Chapter 2 Manufacturing Environment