Assignment 2_Kelompok 20

7/21/2019 Assignment 2_Kelompok 20

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UNIVERSITAS INDONESIA

Anti-Itchy Formula

Report Assignment II

GROUP 2

GROUP PERSONNE! "

Dita Am#lia Putri $%2&2%'&()

*ari Purnama $%2&22%()

+am#liya *ani ,illati $%2&22.)

Nurcahyo A/yota Pra0ha1ara $%2&2&%2)

Ratri +irana Pra0anin3tya1 $%2&22%(.)

4*E,I4A! ENGINEERING DEPART,ENT

FA4U!T5 OF ENGINEERING

UNIVERSITAS INDONESIA

DEPO+

,ARET 2%(


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E6E4UTIVE SU,,AR5

Anti-itchy formula is a product that is used to reduce itching (pruritus),

ranging from light itching to severe itching which both are caused by bacteria. Up

until now, some anti-itchy formula products such as ointment, powder, soap, and

antibiotic has been eisted in the mar!et. "ut apparently, those products still has

many flaws in terms of ease of use, ease of absorption, and the features provided.

"ecause of that, in this assignment, we will choose the best product concept of

anti-itchy formula that is best used and most needed by the consumer.

#oncept choosing activity consists of several steps, started from concept

creation then we continue to concept selection and then we came to the

description of our final product. $he concept creation process itself consists of

problem splitting, an activity we did to analy%e the subfunction of the subproblem,

analy%ing eisting concepts with the !nowledge that we gain from literature study

based on the mechanism of use and form parameter, new concept brainstroming

with lateral thin!ing, concept combining between eisting and new concepts that

produces a concept mapping, prescreening to obtain remaining concepts by

eliminating the concepts that are regarded as not feasible, vague, and redundant,

and concept generation that combine the mechanism of use and form parameter.

After we did the concept creation, we have &' remaining concept ideas.

$he concept selection process consists of concept screening, concept

scoring, and concept testing. In concept screening, we did the determining

selection criteria activity based on the main specification from assignment &, then

we did the concept idea rating activity based on the comparation of our productconcept with a reference product. $he net activity is the concept idea ran!ing

that is based on the highest net score and after that we did the idea concept

combining and revising if there is still any concept idea that is accounted as

undecent due to a selection criteria, and finally we did the concept idea

determining which is the result of rating and ran!ing from the combined and

revised concept idea. $he criteria selection we used are ease of use, ease of

absorption, *, performance, feature, ease of manufacturing, and manufacturing

2 Universitas Indonesia


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cost. $he product reference we used is chloramfecort. +rom the concept screening

we obtain concept ideas.

In concept scoring, we determine the selection criteria where the selection

criteria from concept scoring is eplained futher so that it is more detailed than the

eplanation in concept screening, and then we determine the concept idea weight

factor which is based on the level of needs of each selection criteria, then we did

the concept idea rating that is based on the comparison to the reference product,

and after that we did the concept idea ran!ing by sorting the net score which

calculated from the multiply of weight factor and rating. +rom concept scoring we

obtain two concept ideas lotion and spray product. e then test these two concept

ideas to the consumer as a basis to chose one best concept that we will produce in

the mar!et and how much mar!et needs we need to surpass. $he result of the

concept testing shows that /01 respondents chose lotion product and 1

respondents shows their interest in buying our product with mar!et target that

consists of mainly women from teenager and adult age group.

$he last step of concept choosing activity is the final product description.

It consists of product positioning that is done by benchmar!ing our selected

product against eisting product based on the criteria selection concept scoring

and product description that is done by describing the product that we will

produce by the concept dan criteria selection. $he criteria selection parameters

that we used to position our product are ease of use, absorbency time, specific

gravity, harmful ingredient, performance, moisturi%ing, aroma, ease of

manufacturing, and manufacturing cost.

$he final concept of our product is an anti-itchy formula in cream form with

mechanical use by rubbing on s!in. $he benefit of our product is that our product usesnatural ingredients for its active ingredients and we also avoid usage of

hypoallergenic substances, our product is in the form of lotion so it is easy to

carry and it can be used safely anytime and anywhere by simply rubbing it onto

the s!in, our product has another features that is highly desirable from our

respondents in assignment & i.e. moituri%ing and aroma, and our product is ease in

manucaturing because lotion doesn2t need complicated manufacturing technology,

it only needs to be heated, mied, and cooled.



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!IST OF 4ONTENT

4OVER.............................................................................................................iE6E4UTIVE SU,,AR5.............................................................................ii

!IST OF 4ONTENT.......................................................................................iv

!IST OF FIGURES .........................................................................................v

!IST OF TA7!ES ...........................................................................................vi

4*APTER %8 4REATING 4ON4EPT.........................................................&

&.&...................................................................................................................."ac

!ground of Idea ........................................................................................&

&.3....................................................................................................................plit

ting 4roblem .............................................................................................&

&.5....................................................................................................................*si

sting #oncept ............................................................................................5&.6....................................................................................................................7ew

#oncept .....................................................................................................6

&.....................................................................................................................#om

bining #oncept .........................................................................................

&.8....................................................................................................................Rem

aining #oncept ..........................................................................................8

&./....................................................................................................................#on

cept 9eneration ........................................................................................./

4*APTER 28 4ON4EPT SE!E4TION .......................................................&&

3.&....................................................................................................................#on

cept creening...........................................................................................&&

3.&.&.....................................................................................................:ete

rmining election #riteria ............................................................&&

3.&.3.....................................................................................................:ete

rmining #oncept Idea Rating .......................................................&3

3.&.5.....................................................................................................:ete

rmining #oncept Idea Ran!ing .....................................................&3

3.&.6.....................................................................................................#om

bining and Revising #oncept Idea ................................................&5

3.&......................................................................................................:ete

rmining #oncept Idea ...................................................................&3.3....................................................................................................................#on

cept coring ..............................................................................................&8

3.3.&.....................................................................................................:ete

rmining election #riteria ............................................................&8

3.3.3.....................................................................................................:ete

rmining #oncept Idea eight +actor.............................................&/

3.3.5.....................................................................................................:ete

rmining #oncept Idea Rating .......................................................&'

3.3.6.....................................................................................................:ete

rmining #oncept Idea Ran!ing .....................................................&'



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3.3......................................................................................................:ete

rmining $he "est #oncept Idea ....................................................&;

3.3.8.....................................................................................................#on

cept $esting ...................................................................................3

4*APTER 8 FINA! PRODU4T ..................................................................3;5.&....................................................................................................................#on

cept 4ositioning ........................................................................................3;

5.3....................................................................................................................4rod

uct :escription .........................................................................................5&

4*APTER .8 4ON4!USION .......................................................................56

R*+*R*7#* ..................................................................................................5

!IST OF FIGURES

+igure &.&. Iteration tep of #reating #oncept................................................3

+igure &.3.


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!IST OF TA7!ES

$able &.&. =ist of *liminated Ideas.................................................................../

$able &.3. #ombination of #oncept Idea...........................................................'

$able &.5. :escription of #oncept 9eneration..................................................&0

$able 3.&. election #riteria of #oncept creening..........................................&&

$able 3.3. #oncept Rating and #oncept Ran!ing Result .................................&5

$able 3.5. #oncept creening Result................................................................&

$able 3.6. #omparison of election #riteria on #oncept coring and

#oncept creening ...........................................................................&8

$able 3.. #oncept coring Result ...................................................................&;

$able 3.8. :escription of election #riteria on #oncept coring ....................35

$able 3./. #omparison of 4roduct #oncepts 4rototype ...................................3'



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4*APTER %

4REATING 4ON4EPT

%8%8 7ac93roun/ o: I/#a

Anti-itchy products is a product which can relieve itch in all body2s s!in.

Anti-itchy product is an important thing for Indonesian people because Indonesia

is tropical country. $ropical region is a good place for microorganism growth.

$here are many causes of itch such as bacteria, allergy, dirty environment and

many more.It is not unusual that mild itching can become dangerous for s!in.

7owadays, there are anti-itchy products in different shape such as ointment,

powder, soap and antibiotic. >n the other hand, each product still has

disadvantages. +or eample, ointment is easy to use but it can be dangerous if it is

used on all of layer s!in, it ma!es the hand become dirty and produces unpleasant

smell. Antibiotic pill is not easy to use, caused allergy reaction, antibiotic

resistance and not all people li!e to eat pill. 4owder has low price but it only

relieve mild itching and it leaves residue. oap is not easy to use because it must

utili%e water to activate it or use while ta!e a bath.

7ow, we want to ma!e concept that provide almost all needs of Indonesian

people who always had itch. e want to improve the performances with better

substances. e want to ma!e the pac!age that is easier to use and we want to

ma!e the concept with safer ingridiets. o, we need the mechanism of selections

for getting the best concept that can we develop further. In this paper we discuss

about the general concept and concept creating. e also concern on type of the

product and !ind of the anti-itchy formula so that we will get a specific concept of

our anti-itchy product.%828 S;littin3 Pro0l#m

In determination of our anti-itchy product, there are a few steps that we have

to do to get the best concept. $here are 6 steps of creating concept or generating

concept, i.e. split the problem, esisting concept idea, new concept idea,

combining concept idea, and list of concept. +igure &.& shows the iterative step of

creating concept as follows?



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9

Fi3ur# %8%8 Iteration tep of #reating #oncept

(Source: Wesselingh, 2007)

In this subchapter, we discuss about splitting problem. plitting problem

(optional) is done to split the problem into subproblems and to analy%e

subfunctions. +ocus on subproblems that appear to be critical to the product

(esseling, 300/). +irst, we see the problems for each of themes that we will

create.

Anti-itchy < Formula

+rom the themes, we can ma!e several @uestions of our themes to identify

what problems that our products usually have.

A. Anti-itchy

hat is the meaning of Anti-itchy

hat is the meaning of itchy

hat causes itchy

hat is the function of Anti-itchy

ow does Anti-itchy wor!s

hat forms Anti-itchy available now

ho are the people that use Anti-itchy

hy are they using Anti-itchy

hat is the complaint of the customers about Anti-itchy product

hat is the wea!ness of Anti-itchy product that available nowadays

". +ormula

hat is the meaning of formula

ow is formula formed

Universitas Indonesia


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10

hat are substances that consist of formula

hat is the wea!ness of formula in anti-itchy products

%88 E=i1tin3 4onc#;t

In the stage of creating concept, we need to !now about ideas of eisting

product that have available on the mar!et. *isting concept is the concept that has

already eisted in other products. 4reviously, we had analy%ed specification some

eisting products through benchmar!ing method and product specification. In this

section, we create a mind map to eplain concepts of eisting product that have

available on the mar!et. It can be loo!ed at figure &.3.

$o get concepts of eisting product, we may !now from some source among

which are lead users, consultants or university people, patent literature, open

literature, and the others. e try to organi%e the concept into four groups that

based on the wor!ing mechanism. or!ing mechanism is how the products used

by the consumers. e ma!e three big groups for our mind map, the first is anti-

itchy product based on chemical contain, the second is based on mechanical used

and the last is based on physical mechanism. $he chemical group is the product

concepts which use through oral and adsorption. $he second group is the product

concepts which use for eternal body, such as through s!in and which can relieve

itchy mechanically. And the last is the product concept which wor!ed based on

physical principle. ere is the mind map of esisting concept?



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*sisting#oncept ofAnti-Icthy+ormula

il

9el

"ar )oap

=i@uid )oap

(erbal *tract

4atch

)erum

Aerosol

>ral

$ablet

#apsule

)yrup

11

Fi3ur# %828


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7ew#oncept ofAnti-Icthy+ormula

ral

#oo!ies

#andy

"ottled.ater

*ffervescent

#oncentrate

)nac!

9um

Adsorption

4atch

12

+or the new concept, we propose anti-itchy products which are still not

produced and we were developing of eisting anti-itchy products ideas. ome new

ideas to relieve itchy are burned the s!in, wear the body protector and use patch to

s!in. $hen, idea which is development of eisting products is change the drugs

which can relieve itchy with food and beverage which can relieve itchy. $hus

products are coo!ies, candy, bottled water, effervescent, concentrate, snac! and

gum. $he mind map of our new concept of product is shown below?

Fi3ur# %88


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#oncept#ombining of

Anti-Itchy+ormula


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14

%8&8 R#main

in3 4onc#;t

ome concept in the mind map of combining concept should be eliminated.

$he eliminated process is done by three types. $he foolishness ideas (+), vague

ideas (B), or redundant ideas (R). $he eliminated process is done by the

possibility for developing the idea. If the idea can be developed, then the idea

deserved to be !ept until the net step in the screening process. $he main

consideration in eliminating is the compleity that will come when the product is

tested for its prototype. *asily manufactured is also our big concern because some

of these concepts cannot be manufactured easily by us. $he other factor of

eliminating process is about the practice of products. $he eliminated concepts are

eplained in the table?

Ta0l# %8%8=ist of *liminated Ideas

No

8Eliminat#/ I/#a1 Ty;# R#a1on

&. "urned + :angerous idea

3. "ody 4rotector R ard to use and manufacture

5.cratch using

hand

+#onventional way to relieve itchy and

impermanent

6.cratch using

device+

#onventional way to relieve itchy and

impermanent

. #oo!ies B It can cause any possible negative effect

8. nac! B It can cause any possible negative effect

/.9um

B$oo usual and the concept is almost same as

candy but candy much better

'. "ottled water B $oo usual and impossible if only water

;.#oncentrate

B$he concept is almost same as syrup but

syrup much better(Source:Authors Personal Data )

%8>8 4onc#;t G#n#ration

After determining remaining concept from combining concept, we got &'

concept ideas based on type of mechanism, mechanism of use, and form. $he

concept idea list on $able &.3 is the concept ideas which will be further evaluated

in concept selection. $he combination of concept idea on table &.3 below is made

based on figure &.6.



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15

Ta0l# %828#ombination of #oncept Idea(Source: Authors Personal Data)

Ta0l# %828#ombination of #oncept 9eneration (#ont2d)

4at#3ory?Su0cat#

3ory

4onc#;t1

A 7 4 D E F G * I @ + ! , N O P R

For

m

Po/#r v

*#r0al

E=tract

v

A#ro1ol v

S#rum v

7ar Soa; v

!iBui/

Soa;

v

Ta0l#t v4a;1ul# v

Syru; v

E::#rC#1c#n

tv

4an/y v

,a3n#tic

aC#v

Patch v(Source: Authors Personal Data)


4at#3ory?Su0cat#3ory 4onc#;t1

A 7 4 D E F G * I @ + ! , N O P R

Ty;# o:

,#chani1m

,#chanic

al

v v v v v v v v v v v

Phy1ical v v

Int#rnalU1#

v v v v v

,#chani1m

o: U1#

Ru0 on

S9in

v v v v v v v

S;ray#/ v

In#ction v

7ath#/ v v

Oral v v v v v

Ra/iation v

A/1or;tio

n

v

Form

Ointm#nt v

4r#am v

!otion v

G#l v

Oil v


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16

$he combination of concept idea on table &.3 above is described on the table &.5

below?

Ta0l# %88:escription of #oncept 9eneration

4onc#;t

I/#aD#1cri;tion o: 4onc#;t G#n#ration

AAnti-itchy +ormula in ointment form with mechanical use by rubbing on

s!in.

7 Anti-itchy +ormula in cream form with mechanical use by rubbing on s!in.

4 Anti-itchy +ormula in lotion form with mechanical use by rubbing on s!in.

D Anti-itchy +ormula in gel form with mechanical use by rubbing on s!in.

E Anti-itchy +ormula in oil form with mechanical use by rubbing on s!in.

FAnti-itchy +ormula in powder form with mechanical use by rubbing on

s!in.

GAnti-itchy +ormula in herbal etract form with mechanical use by rubbing

on s!in.

* Anti-itchy +ormula in aerosol form with mechanical use by spraying.

I Anti-itchy +ormula in serum form with mechanical use by inCection.

@ Anti-itchy +ormula in bar soap form with mechanical use by bathing.

+ Anti-itchy +ormula in li@uid soap form with mechanical use by bathing.

! Anti-itchy +ormula in patch form with physical use by adsorption.

, Anti-itchy +ormula in magnetic wave form with physical use by radiation.

N Anti-itchy +ormula in tablet form with internal use by oral.

O Anti-itchy +ormula in capsule form with internal use by oral.P Anti-itchy +ormula in syrup form with internal use by oral.

Anti-itchy +ormula in effervescent form with internal use by oral.

R Anti-itchy +ormula in candy form with internal use by oral.

(Source: Authors Personal Data)



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4*APTER 2

4ON4EPT SE!E4TION

28%8 4onc#;t Scr##nin3

aving done Dconcept generationE, the net step is to do Dconcept

screeningE. #oncept screening was first found and developed by tuart 4ugh on

&;'0 and is often called 4ugh #oncept election. #oncept screening aims to

converge concept ideas generated in concept generation by selecting while

improving it at the same time so that the best anti-itchy formula concept can be

generated. $he following are steps to ma!e selection matri on concept screening

stage?

28%8%8 D#t#rminin3 S#l#ction 4rit#ria

election matri on concept screening stage is a matri which consists of

concept idea and selection criteria. #hoosing criteria is important. election

criteria is the basis of appraisement to differ one concept idea from another.

$herefore, selection criteria needs to be carefully pic!ed because of its

importance. "ased on table 3.& below, we only choose / criteria because with

more than / criteria, discussions become difficult (esselingh, 300/).Ta0l# 28%8election #riteria of #oncept creening

No

8

S#l#ction

4rit#riaTy;# E=;laination o: S#l#ction 4rit#ria

%8 *ase of used #ustomer

needs

*asily used means the ease of practicality

of the usage of the product.

28 *ase of

absorption

*asily absorbed means the time re@uired by

the product to be absorbed by the s!in.

8 * ealth, safety, and environment means the



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safety of the ingredients for human health

.8 4erformance 4erformance means the effectiveness of a

product in terms of soothing itch. It includes

the concentration of antibacterial agent that

eists in a product.(Source: Authors Personal Data, 2015)



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Ta0l# 28%8election #riteria of #oncept creening (#ont2d)

No

8

S#l#ction

4rit#riaTy;# E=;laination o: S#l#ction 4rit#ria

(8 +eature #ustomer needs

+eature means the added value of aproduct that satisfies the consumers

&8 *ase of

manufacturing

7eeds of

firm

*asily made is the ease and feasibility of

a product to be manufactured by the

producer.

>8


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28%8.8 4om0inin3 an/ R#Ci1in3 4onc#;t I/#a

#ombining and revising concept idea is done in order to obtain new concept ideas with better values. #ombining concept idea can

be done between concept idea with the same values or with different values. 8 ,anu:acturin3 co1t 0 0 0 0 0 0 0 0 0 0 0 0 0 - 0 0 0 0 0

Sum

Sum

Sum

0 0 3 5 & & 0 & 5 3 3 3 0 3 3 3 3 3 3

/ / 6 6 8 6 5 3 3 8 3 3 3 3 3 5

0 0 & & 0 & 3 3 & 0 5 5 & 5 5 5 5 5 3

N#t Scor#

Ran9

0 0 & 3 & 0 -3 & 3 3 -& -& -& -& -& -& -& -& 0

R#: 2 % 2 ( 2 % % . . . . . . . .

R#1ult R#: N 5 5 5 N N 4 5 4 N N N N N N N N N(Source: Authors Personal Data, 2015)

7ote? Ref G Reference, 7 G 7o, H G Hes, # G #ombined.



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"ased on table 3.3, there are 5 concept ideas with 0 score, which are A, *,

and R. $his is due to concept idea A (ointment) has the same form with the

reference product. $he advantage of concept idea R is its ease of use and feature

because this product can be used anytime and has an added value to consumers

who don2t li!e to drin! bitter medications. $he disadvantage of concept R is its

ease of absorption and performance due to the dose of antibacterial in candy is

very small compared to ointment (reference). $he advantage of concept * is its

ease of absorption due to oil2s specific gravity being close to water. $he

disadvantage of concept * is its ease of use because it2s very thin and very li!ely

to spill.

Afterwards, there are 5 concept ideas in ran!ing 3 with the score of &,which are ", :, and 9. $he advantage of concept " is its ease to be absorbed due

to cream2s water composition being larger than ointment (reference product). $he

disadvantage of concept " is its performance. $his is because the antibacterial

agent content in cream is less than ointment (reference product). $he advantage of

concept : is its feature. $his is because gel also contains moisturi%ing agent.

#oncept : doesn2t have any disadvantages compared to the reference product.

$he advantage of concept 9 is the safety of ingredients because the active

ingredients being used as antibacterial are etracted from herbal. $he

disadvantages of concept 9 is its ease of use and ease to be absorbed. $his is

because there hasn2t been any product that is &001 made from herbal, so that if

someone wants to use it, they have to ma!e it on their own.

And then, there are 5 concept ideas in ran!ing & with the score of 3, which

are #, , and I. $he advantages of concept # and are ease of use, ease of

absorption, and feature. $his is because lotion and aerosol can be used anytime

and can be used for every part of the body with lower dose than ointment

(reference product), have lower specific gravity than ointment (reference product)

ma!ing it thinner, and have more features, such as moisturi%ing and brightening

s!in. $he disadvantages of concept # and are performance due to lower dose of

antibacterial than ointment (reference product). $he advantages of concept I are

ease of use and performance. $his is because it can be used anytime and is in a

form of concentrate with antibacterial dose which is almost the same as ointment

(reference product).



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+inally, there are ; concept ideas in ran!ing 6 and with minus score.

$hese concept ideas will not be continued because they are worse than reference

and cannot be further combined or revised. #oncept ideas that we develop further

are the ones with better score and ran!ing than product reference, which are

concept idea ", #, :, 9, , and I.

28%8(8 D#t#rminin3 4onc#;t I/#a

:etermining concept idea is done to review eisting concept ideas which

has chosen based on stage 6. $his is done based on score from combining and

revising concept. $he following is the table of result from combining and revising

concept ideas and concept selection?

Ta0l# 288#oncept creening Result

4rit#ria S#l#ctionR#

:

7

G

4

G

D

G

I

G

*

G

%8 Ea1ily u1#/ 0 0 F 0 F F

28 Ea1ily a01or;#/ 0 F F 0 F F

8 *SE 0 0 F 0 F F

.8 Rat# o: r#li#C#1 itchin3 0 - - 0 F -

(8 F#atur# 0 F F F - F

&8 Ea1ily ma/# 0 0 0 0 0 0

>8 4o1t o: manu:acturin3 0 0 0 0 - 0

Sum

Sum

Sum

0 3 6 & 6 6

/ 6 6 8 5 5

0 & & 0 3 &

N#t Scor#

Ran9

0 & 5 & 3 5

R#

: % 2 %

R#1ult R#

:5 5 5 5 5

(Source: Authors Personal Data)7ote? Ref G Reference, H G Hes

Revising process is done if there is a concept idea which becomes worse due

to criteria selection so that it could be revised to fi overall concept idea and still

has differences with other concept. >n the other hand, combining concept is done

if there are 3 concept ideas which can be merged to obtain better concept ideas.

$he concept ideas obtained from combining and revising should be analy%ed once

more to give ratings and ran!ings.



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23

"ased on table 3.5, we combine concept 9 with all other ideas. $his is due

to concept ", #, :, I, and 2s safety of ingredient being the same as reference

product, while concept 9 has better safety of ingredient value than reference

product. :uring this process, we didn2t do any revision as all products that we

obtained from process screening are different from one another and aren2t worsen

by any criteria selection. $he final result from combining and revising are

concept ideas, which are "9, #9, :9, I9, and 9. ome of these concepts may

be eliminated further in concept scoring in order to obtain the best concept idea.

$he best concept idea will then be described and tested.

2828 4onc#;t Scorin3

$he net step after ma!ing concept screening is concept scoring. $he aim of

concept scoring is analy%ing concept idea from concept screening based on weight

factor and rate so that the best concept idea can be obtained. $able of concept

scoring consists of concept idea, selection criteria, rate, weight factor, net score,

and ran!. $he following is the steps to ma!e matri in concept scoring?

2828%8 D#t#rminin3 S#l#ction 4rit#ria


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24

>8 +eature Aroma

H8 *ase of manufacture *ase of manufacture7eeds of firm

'8


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25

3. Important and 7ot $oo Important #riteria

e continue to count the percentage of selection criteria which is important

and not too important. 4reviously, it has been determined that the percentage of

very important selection criteria is &1, so we have?

Remaining=100(415 )=40 (3)

e agreed that there are 5 important criteria, which are ease of use,

absorbency time, and specific gravity (viscosity) and 3 not too important criteria,

which are moisturi%ing and aroma. $he calculation of percentage for important

criteria () and not too important criteria (H) uses this e@uation?

3X+2Y=0.4 (5)

"y finishing e@uation 5, we obtain as &01 and H as 1.

28288 D#t#rminin3 4onc#;t I/#a Ratin3

#oncept idea scoring rate is determined by group discussion and the result

is listed on table 3. based on parameter which is compared with reference

product as such?

& G


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2828(8 D#t#rminin3 Th# 7#1t 4onc#;t I/#a

$he best concept idea is concept idea with highest net score and ran!ing. $he best concept idea is then tested to consumers to

determine how well the product is going to sell. $able 3. below, shows the result of concept scoring.

Ta0l# 28(8#oncept coring Result

S#l#ction 4rit#ria

#i3ht

Factor

Pro/uct % Pro/uct 2 Pro/uct Pro/uct . Pro/uct (

7 G

$ointm#nt)

4 G

$lotion)

D G

$3#l)

I G

$1#rum)

* G

$1;ray)Rat

#

#i3ht

Scor#

Rat

#

#i3ht

Scor#

Rat

#

#i3ht

Scor#

Rat

#

#i3ht

Scor#

Rat

#

#i3ht

Scor#

Ea1# o: u1# 8% 5 0.50 0.0 6 0.60 6 0.60 0.0

A01or0#ncy tim# 8% 5 0.50 6 0.60 5 0.50 6 0.60 0.0

S;#ci:ic 3raCity

$1tic9in#11)8% 5 0.50 6 0.60 5 0.50 6 0.60 0.0

*arm:ul 1u01tanc# 8%( 6 0.80 6 0.80 6 0.80 6 0.80 6 0.80

P#r:ormanc# 8%( 5 0.6 5 0.6 5 0.6 6 0.80 5 0.6

,oi1turiin3 8( 5 0.& 0.3 6 0.30 6 0.30 6 0.30

Aroma 8( 5 0.& 0.3 5 0.& 6 0.30 0.3(Source: Authors Personal Data, 2015)

Ta0l# 28(8#oncept coring Result (#ont2d)

S#l#ction 4rit#ria #i3ht

Factor

Pro/uct % Pro/uct 2 Pro/uct Pro/uct . Pro/uct (

7 G $ointm#nt) 4 G $lotion) D G $3#l) I G $1#rum) * G $1;ray)

Rat #i3ht Rat #i3ht Rat #i3ht Rat #i3ht Rat #i3ht



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27

# Scor# # Scor# # Scor# # Scor# # Scor#

Ea1# o:

manu:actur#8%( 5 0.6 6 0.80 6 0.80 3 0.50 5 0.6

,anu:acturin3

co1t8%( 5 0.6 5 0.6 5 0.6 5 0.6 5 0.6

NET S4ORE %8 8%( 8' 8.( 8(( 8'

RAN+ . % 2 %

4ONTINUE N 5 N N 5(Source: Authors Personal Data, 2015)

7ote? H G Hes, 7 G 7o

"ased on table 3., we didn2t choose product &,5, and 6 to develop further due to the following reasons?

a. 4roduct &

4roduct & is an anti-itchy formula in the form of ointment. 9enerally, anti-itchy formula in this form uses gentamicin sulfate as active

ingredients. $his product is eliminated because this product does not have any benefit compare to reference product.



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b. 4roduct 5

4roduct 5 is an anti-itchy formula in the form of gel. *ven though it has

advantages such as moisturi%ing, this product is eliminated due to its absorbency

time and specific gravity that has the same value as the reference product.

c. 4roduct 6

4roduct 6 is an anti-itchy formula in the form of serum. *ven though product

6 has advantages in a lot of aspects, but the manufacturing process is hard.

4roducts that we chose to be developed further to product testing are product 3

and for these reasons?

a. 4roduct 3

4roduct 3 is an anti-itchy formula in the form of lotion. 4roduct 3 is easily

absorbed by the s!in and is not stic!y due to its specific gravity value of 0.;

based on hand and body lotion product that eists in the mar!et. $he main

advantage from product 3 is moisturi%ing and ease of manufacturing.


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$abel 3.8 below, shows description of scoring rating for each selection criteria8

Ta0l# 28&8:escription of election #riteria on #oncept coring

Ratin3S#l#ction 4rit#ria

Ea1# o: u1# A01o0#ncy tim# S;#ci:ic 3raCity *arm:ul 1u01tanc# P#r:ormanc#

%

#annot be used

anytime and

anywhere

&'0 - 500 s J 0.; #ontain K 5 harmful substance and

allergenic agent

K 50 minute

2#annot be used

anytime

80 - &'0 s 0.; L &.0 #ontain & L 5 harmful substance and

allergenic agent

& L 50 minute

#an be used

anytime and

anywhere

50 - 80 s &.0 L &.3 #ontain & harmful substance and

allergenic agent

L & minute

.

#an be used

anytime in 80

mins

&0 - 50 s &.3 L &. :oes not contain harmful substance

and allergenic agent for normal s!in

type

& L minute

(

#an be used

anytime in less

than & mins

J &0 s K &. :oes not contain harmful substance

and allergenic agent for all s!in type

J & minute

(Source: Authors Personal Data, 2015)

Ta0l# 28&8:escription of election #riteria on #oncept coring (#ont2d)

Ratin

3

S#l#ction 4rit#ria,oi1turiin3 Aroma Ea1# o: manu:actur# ,anu:acturin3



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30

co1t

%


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&. :etermining $he >bCective of #oncept $esting

3. $he purpose of the concept testing is to obtain consumer2s responses

towards our chosen product concepts. In order to achieve better interpretation of

consumer2s response, this concept testing should contain @uestions about the

ac@uisition of product features.

5. :eciding $he urvey 4opulation

6. e conduct the survey to 60 respondents. In order to gather more

representative data of each segment of consumers, the respondents must come

from different bac!grounds. $here variations may occur in respondent2s

occupation, age, and gender. In this case, our targeted segment of consumer is

female that does a lot of daily activities, either as a student, a housewife, or as an

employee.

. :eciding $he +orm of urvey

8. In order to gather the opinion, we utili%e social media to communicate

with the respondents. $he survey was done in form of @uistionnaire. e provide

the respondents with some prototype pictures and then we as!ed them to choose

and give their opinion about the product concepts.

/. "elow is the prototype branding in concept testing that we

provide in the @uistionnaire to give further illustration about our product

concepts to respondents. $here are two prototype that differs in terms of

forms the first prototype in spray form and the second prototype in lotion

form.

'.

'8 a)

0)



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32

&0. Fi3ur# 28%8 Anti-Itchy +ormula pray 4rototype (a) and Anti-Itchy +ormula

=otion 4rototype (b)&&. (Source: Authors Personal Data, 2015)

&3. e finally gather 60 respondents from the online survey

that we conduct before. $he list of @uestions that we as!ed is provided in

the @uistionaire that we attach in the appendi section. $o ma!e it more

comprehensive to see, we serve the recapitulation of the survey data by

using pie chart below.

&5.


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33

&/.

'1351

'1

51&01

A3# o: R#1;on/#nt1

&/-3 year

38-5 year

58-6 year

68- year

8-8 year

&'. Fi3ur# 288 4ie #hart of Respondent2s Age.&;. (Source: Reprouce !ro" #uistioner an $nter%ie&, 2015)

30. "ased on respondent2s age, the total of 60 respondents is

actually consists of 35 people from the &/-3 years age group, ; people

from the 38-5 years age group, 5 people from the 58-6 years age group,

one person from 68- years age group, and 6 people from the 8-8 years

age group. e gather more data from the &/-3 years age group based on

our targeted consumer which is female students and from the 38-5 years

age group that is also based on our targeted consumer which is female

housewives or female employee. $he rest of the respondents wor!s as a

comparatiive data to our targeted data.



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34

3&.

01

31

&51

'11

Occu;ation o: R#1;on/#nt1

tudent

*mployee

ousewife

"usinessman

tate-owned #ompany*mployee

33. Fi3ur# 28.8 4ie #hart of Respondent2s >ccupation.35. (Source: Reprouce !ro" #uistioner an $nter%ie&, 2015)

36. "ased on respondent2s occupation, the total of 60

respondents is actually consists of 30 students, &3 employees both from

state owned or private company, housewives, and 5 bussinessman. e

gather more data from respondents that wor!s as students and employees

because we thought that people from those !ind of occupation tends to

spend a lot of time indoor in air-conditioned room. ince bacteria infection

occur more fre@uently when s!in is dry and the air conditioner dries the

s!in, bacteria infection tends to happens more when people are wor!ing

indoor in a long period of time.



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3.

Hes ;1

7o 1

U1a3# o: Anti-itchy Formula

Hes

7o

38. Fi3ur# 28(8 4ie #hart of $he Usage of Anti-itchy +ormula.3/. (Source: Reprouce !ro" #uistioner an $nter%ie&, 2015)

3'. "ased on the graphic above, it turns out that not all

the respondents have used an anti-itchy formulation product to cure

itchiness. +rom the total of 60 respondents, there are still 3 respondents

that have never used any anti-itchy formulation products. It may happened

because the usage of medication to treat itchiness has not been a culture

for Indonesian people since they tend to leave the itch alone until it is

gone.

3;. In this assignment we have determined the two best conceptdesigns for our anti-itchy formula product. $he strength, wea!ness, and

price for each product concept that we provide in the @uistionaire is

provided in the table below.8 Ta0l# 28>8 4om;ari1on o: Pro/uct 4onc#;t1 Prototy;#

%8

S 28 S;ray 8 !otion

.8St

5. *asier tobe

absorbed

by s!in,

more

practical.

58. asmoisturi%i

ng effect,

can also

smoothens

and

brightens

the s!in.



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36

8

5'. #ontains

alcohol

as solvent

5;. horter

shelf life

.8

P

6&. Rp

30.000N&

00 ml

63. Rp

50.000N&0

0 ml

65.

66.

pray 501

=otion /01

Pro/uct Form Pr#:#r#nc#

pray

=otion

6. Fi3ur# 28&8 4ie chart of 4roduct form 4reference.68. (Source: Reprouce !ro" #uistioner an $nter%ie&, 2015)

6/. "ased on the graphic above, it turns out that respondents

are more !een to chose the lotion formed product concept. It may be

because the benefits of moisturi%er that it provides and the fact that it is

made from herbal ingridients which is safer to use that the spray product

concept that based on alcohol as a solvent. $he appearance of alcohol as a

solvent is regarded as wea!ness not only because it made the product

smell more pungent it also made the product more ha%ardous to the s!in.



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6'.

:efinitely "uying 1


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(28 4*APTER III

(8 FINA! PRODU4T

(.8

8%8 Pro/uct Po1itionin3

. $o understand whether our product may compete with other

competitor, we use #onceptual


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;. *ase of use in this mapping represents the ease of each product2s usage.

Rating is given to our products with easiest usage. Rating &, on the other hand,

is given to product with the most complicated way of using.

3. Absorbency $ime80. Absorbency time means the amount of time needed for each product to be

absorbed by s!in. Rating is given to product with fastest absorbency time.


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5. pecific 9ravity

8&. pecific gravity is the comparison between one product2s density to water.

pecific gravity is often lin!ed with product2s stic!iness. Rating is given to

product with closer specific gravity to water, or close to &. Rating & is given to

product with farthest specific gravity to water, or close to 0.

6. armful ubstance

83. armful substance represents the amount of ha%ardous substance

contained in each product. 4roducts with lowest content of ha%ardous substance

will be given rating , while product with highest content of ha%ardous substance

will be given rating &.

. 4erformance

85. 4erformance indicates product2s effectiveness in soothing itch. 4roduct

with the most effective effect will get , while product with the least effective

effect will get &.

8.


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&. In ease of use, our product has the same value as 9wendolyn and "enadryl,

but higher than #hloramfecor.



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3. In absorbency time, our product is higher than 9wendolyn and #hloramfecor,

but lower than "enadryl.

5. In specific gravity, our product has higher rating than 9wendolyn and

#hloramfecor, but lower than "enadryl.

6. >ur product was rated the highest in harmful substances.

. >ur product was rated the lowest in performance.

8. >ur product was rated the highest in moisturi%e, along with 9wendolyn.

/. >ur product was rated the highest in aroma along with 9wendolyn.

'. >ur product was rated the highest in ease of manufacture, along with9wendolyn.

8'. "ased on the interpretation of the conceptual mapping above, we

can conclude that the advantage of our product concept are?

&. armful substance. >ur product uses natural ingredients, such as herbal, for

its active ingredients. e also avoid usage of hypoallergenic substances, such

as paraben and triclosan, for the addition of our lotion.

3. *ase of use. >ur product is in the form of lotion, which means it is easy to

carry and it can be used safely anytime and anywhere by simply rubbing it

onto the s!in.

5. ur product is in the form of lotion. $herefore,

we add moisturi%er and uses natural ingredients for its natural fragrance.

6. *ase of manufacture. =otion doesn2t need complicated manufacturing

technology. It only needs to be heated, mied, and cooled.

828 Pro/uct D#1cri;tion

8;. +rom concept testing result, we got /01 respondents choose lotion

product and 501 respondents choose spray product. "ased on concept testing

result we !now that the best product is product 3 which is anti-itchy formula in

lotion form with mechanical use by rubbing on s!in. >ur anti-ithcy formula uses herbal



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43

etract as active ingredient (after combined with concept 9 in concept screening). e use

; selection criterias to describe our product, i.e?

&. *ase of Use

/0. >ur anti-itchy formula is easy to be used because its form is lotion and

pac!aged in a tube paste pac!age so it only ta!es less then & minutes anytime

and anywhere.

3. Absorbency $ime

/&. >ur anti-itchy formula can be absorped fast because it contains more water

than oil (oNw or oil in water emulsion). 9enerally it consists of &0-&1 oil phase,

-&01 humectants and /-'1 water phase (chmitt, &;;8).

5. pecific 9ravity

/3. >ur anti-itchy formula has specific gravity with value that is almost the

same as specific gravity of water which is about 0.;/ based on the result of

benchmar!ing towards moisturi%ing lotion in assignment &. "ased on the specific

gravity value, we can say that our anti-itchy formula has moderate stic!iness level

and is convenient to use when rubbed on s!in.

6. armful Ingredient

/5. Active ingredient from our anti-itchy formula is very safe because it ismade from herbal etract. ome of the herbal ingridients that we will choose are

betel leaf (antiseptic? phenol), aloe vera (antiseptic? saponin, moisturi%er? lignin),

olive oil (anti-inflammatory? polyphenol, antibacterial? monolaurin), hammamelis

(anti-inflammatory? hamameltanin and tanin), and caCuput oil (antiseptic? cineole).

. 4erformance

/6. 4erformance of our anti-itchy formula is @uite good because it is in a

lotion form, so it can be absorbed by s!in in shorter time, based on the

benchmar!ing we did towards other eisting products in assignment &which is

about minutes.

8.


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44

3008) and we chose CoCoba oil because it is rich in essential fatty acid, antioidant,

vitamin *, and sterol which can reduce inflammation and improve s!in

metabolism.

/. Aroma

/8. Aroma from our product will be nice because the herbal ingridients that

we have mention above is essentially the herbal ingridients that usually be used in

perfumery. >ur product will also have no pungent smell because it contains less

alcohol concentration than any other eisting product that we have benchmar! in

assignment &.

'. *ase of


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>'8 4*APTER IV

H8 4ON4!USION

H%8

'3. "ased on this assignment, we can conclude several points i.e.?

&. $he main concept of anti-itchy formula is divided into mechanism of use and

form

3. $he combination of esisting concept and new concept (generating concept

process) produces &' concept ideas

5. e use / selection criteria on concept screening and &0 selection criteria on

concept scoring. election criterias on concept scoring are more detail than

concept screening. $hese criteria selection is based on the main specification

in assignment &

6. #oncept screening reduce &' concept ideas into concept ideas, concept

scoring reduce concept ideas into 3 concept ideas i.e. lotion and spray, and

concept testing reduce 3 concept ideas into & concept ideas i.e. lotion where

the result is /01 respondents choose lotion

. $he result of concept testig shows that 1 respondents will buy our anti-

itchy formula with target mar!et of women in teenager and adult age group

8. $he product that we will produce is an anti-itchy formula in cream form with

mechanical use by rubbing on s!in

/. $he benefit of our product are our product uses natural ingredients for its active

ingredients, our product is in the form of lotion, our product has another

features that is highly desirable i.e. moituri%ing and aroma, and our product is

ease in manucaturing.

H8



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H.8 REFEREN4E

H(8

'8. Anonim. 300/.Paraens. UA? +ood and :rug Administration

'/. Anonim. 300'. *acterial S+in an So!t issue $n!ections in Aults: A Re%ie&

o! heir -pie"iolog. Pathogenesis, Diagnosis, an Site o! /are. >nline?

ncbi.nlm.nih.gov, ednesday 3th+ebruary 30&, &.00 I"

''. Anonim. 30&&. www.webmd.com, $hursday &;th +ebruary 30&, &.00 I"

';. Anonim. 30&3. /ha"o"ile (atricaria Recutita). >nline ?

www.herbwisdom.com, $hursday &;th+ebruary 30&, &.& I"

;0. Anonim. 30&3. /ha"o"ile. >nline ? www.drugs.com, $hursday &;th+ebruary

30&, &.&' I"

;&. Anonim. 30&3. li%e il ights $tch. S+in an *a *reath. >nline ?

www.menshealth.com, $hursday &;th +ebruary 30&, 0.00 I"

;3. Anonim. 30&5. Anti acterial "oisturi3ing han lotion !resh le"on. >nline ?

www.drugs.com, nline ?

www.nhs.u!, $hursday &;th+ebruary 30&, &6.60 I"

;8. Anonim. 30&6. a+ing -"ulsions or /os"etics. >nline?

ma!ingcosmetic.com, $hursday &;th+ebruary 30&, &5.00 I"

;/. Anonim. 30&6. Pera&atan ulit an Da"pa+ *ahan i"ia Saun ani'>nline ?www.agensabunherbal.com,


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&0&. :ersonolo, 7ova 9upita. 30&3. S+ripsi : or"ulasi Seiaan an *o.

4otion. >nline ? ui.ac.id,


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&&. =ynde, #. . 30&6. Cni%ersit. o! oronto : oisturi3ers, What he. Are

an o& he. Wor+. >nline ? s!intherapyletter, nline ?

www./manfaat.com,

Documents

Assignment 2_Kelompok 20