42629 lecture 3 pt2
DESCRIPTION
The IPD Process: Product CaseTRANSCRIPT
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Integrated Product Development Integrated Product Development Process Thomas J. Howard https://sites.google.com/site/thomasjameshowardhomepage/ [email protected]
Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement:
“Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark”
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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The three Key disciplines of Integrated Product Development (IPD)
Market Product
Production Business
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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The IPD model
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Purposes, uses and limitations of the IPD model
Purposes: The model will help you to understand IPD and will help you interpret progress and in NPD projects as well past projects
Use: The model can be used as a checklist to identify the relative position of a project and any phases that may have been left out
Limitations: The model will not tell you what to do next or which phases are most important to consider
But mainly... it helps you an IPD mindset!
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Case Study
This case study will help you to relate the IPD model to a real situation
It is also give you some idea of the type of
documentation produced during a real development project
(SLIDES WITH GREEN TITLES)
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Setting the scene
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Thank you to Crown Packaging for case study material !
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Project Brief
Follow your integrated Product Development Process throughout this
brief to understand how the development project is structure.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Team Members
• Jerry Stimpson Closures Business • Jason Hegarty Closures Business • Brian Sequeira Closures Business
Brainstorm team: • Chris Smith CT closures • Keith West CT closures • Chris Ramsey Innovation CT • Henry Ellis-Paul Innovation CT • Alexandre Paris Innovation CT • Thomas Howard Innovation CT
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Mission statement
“To produce an add-on component to enable a
drizzle pouring function.”
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Competitive advantage
• Shape and functional differentiation. Unique with metal closure.
• Salad dressing, marinades, sauces, honey, maple syrup closure with integral pourer (note that this is already on the oil or vinegar market).
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Project approval • Issue 2 • Date ****** • Project number 824 765 0899 5300
• Customer Companies like Craft and Nestle. • Brands Companies like Netto and Irma • Business contact Jason Hegarty • BI Ian Bucklow • CT team Thomas Howard (Project Lead) Chris Ramsey
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Background - Objective
•High interests have been elicited from customers like Craft and Nestle for an integrated pourer for the packs using metal closures.
•It would allow them to offer a product with much more functionality while keeping their current capping facilities.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Existing oil/vinegar pourers
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Market info • Products Salad dressings, honey, maple syrup, Asian sauces, chilli
sauce… • Existing packaging Glass bottle with 43mm 38mm and 30mm Twist Off
closures: – 43mm: RTO, RTB – 38mm: Regular RTB, RTP, medium MTB, MTP, deep DTB, DTP – 30mm: MTP, MTB, MTO – Pasteurisable compound – Tamper evidence shrink sleeve, tag, button – Decoration Decorated cap, sleeve – Serving size from sprinkle to pour. – Serving time Serving time variable.
• Other packaging on market Glass and plastic bottles with/without integral pourers, metal &plastic caps, ROPP aluminium closures with insert.
***** is the only customer using insert in glass with a metal closure.
• Market location launched in the UK, applicable to Europe • Outlets Supermarkets • Current market size 5-10 M p.a. ( between the 3 sizes / more 38mm than
30mm)
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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30 MTO
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Launch info
• Target market +XMpa from plastic injection moulding in glass (also potential large increase from plastic on plastic market if adaptable)
• Target additional cost ~£XX/1000 increase on existing closure. Current 38 deep sold at ~£YY/1000.
< 30-40% increase on existing closure.
• Target launch Short term solution (6-8months): insert pushed in / longer term solution (few years): pourer integrated in cap.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Musts • Easy and obvious to open and use.
• Unique, giving brand differentiation. • Drip free pouring. • Suits existing capping line with minimal changes (line speed 40-300 cpm). Small
m/c to fit between filler and capper. 400N capping load. • Shelf stable for 2-3 years max. • Suits hot filling 85degC max. • Clean • Able to hold low vacuum. • Adaptable to a range of viscosities • Recyclable. • Organoleptic and alimentary approval – no effect from tainting or scalping. • No changes to the glass finish • Premium look (keep current high image of metal cap on glass). • Be customisable – flexible design. • Comply with current and future food contact regulations
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Desirables • Require no extra processes on the filling line for longer term solution. • Principle could be applied across a range of closures. • Patentable. • Suits steam flushing filling to pull vacuum. • Consumer can vary flow rate in a controlled way. • Integral TE
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Project plan Idea phase • Brief • Research • Brainstorm • Ideas • Review meeting • Gate End October 2008
Concept phase (skipped if we select just one concept at Idea gate) • CAD design • FEA modelling & trials • Models & consumer sales research • Manufacturing routes & costs • Concept gate (select 1 concept) Supplier selection
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Project plan Feasibility phase • Customer approval • Design for manufacture • Pilot tooling • Tooling iterations • Working prototype
Development phase • ROI & Customer funding • Production tool • Customer approval • Launch
END OF BRIEF
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Thank you to Crown Packaging for case study material !
Design work from the ideas phase to the concept phase
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Rejected Solutions • Restrictive aperture for controlled flow of product. • Air hole to create smoother flow. • Uses existing cap and it totally concealed. – Messy due to dripping. – Insecure housing.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Rejected Solutions • Air tube for smoother pouring. • Premium, sophisticated appearance. • An addition rather than an integrated solution. – Gives an unfamiliar brand image. – Difficult to position on product. – Expensive.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Rejected Solutions • Spring loaded, retractable spout. • Air flow tube for smoother pouring. • Concealed beneath product packaging. – Too many components.
– Too expensive.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Concept Alternatives...
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Channelled Aperture • Post filling insertion. • Channelled aperture for a controlled flow. • Non drip rim.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Centre Spout
• Uses existing cap. • Post filling insertion. • Channelled aperture for a controlled
flow. • Non drip rim.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Insertion options
Pre-fill – Inserted in the bottle before filling. Post-fill – Inserted into the bottle after filling. During capping – Inserted in cap and engaged into bottle during capping.
Bottles Filling
Caps
Capping Distribution
Syrup
1 2
3
1
2
3
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Flexible star • Deeper metal cap • Flexible lips allowing pre-filling insertion. • Angled aperture for controlled flow. • Non Drip pouring spout. • 1 Point pouring.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Extended Spout
•Post filling insertion. •Multi angle pouring. •Premium look spout. •Non drip rim.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Extended Spout
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Two Piece • Both parts placed in cap, insertion during
capping. • Holding rim remains in cap after its
removal. • Non drip pouring rim. • Concealed beneath cap.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Break Away • Single part placed in cap and is
inserted during capping. • Holding bridges break away when
inserting into cap. • Non drip pouring rim. • Concealed beneath cap.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Break Away • Single part placed in cap and is inserted
during capping. • Holding bridges break away when inserting
into cap. • Non drip pouring rim. • Concealed beneath cap.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Folding Arms • Deep cap • In-cap solution, inserted during capping. • Non drip pouring rim. • Concealed beneath cap.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Folding Arms • Deep cap • In-cap solution, inserted during capping. • Non drip pouring rim. • Concealed beneath cap.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Plastic rim • Attached to cap and engaged during capping. • Push-over notch to secure in position. • Large centre spout (non drip). • Plastic rim exposed on exterior. • Option to remove complete closure.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Plastic rim • Attached to cap and engaged during capping. • Push-over notch to secure in position. • Large centre spout (non drip). • Plastic rim exposed on exterior. • Option to remove complete closure.
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Selection Criteria
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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END OF CASE
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Where did the value lie?
Cheaper, quicker and easier production
Lighter, more sturdy, cheaper, better functioning product
No market differentiation or wow factor
$$$$ $
$
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Where did the value lie?
Cheaper, quicker and easier production
Less functionality and convinience product
Less market differentiation $ $
$$$$
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2012 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Questions
?