Makalah Assignment 2.pdf

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LIST OF CONTENT

List of Content ........................................................................................................ i

List of Figures ........................................................................................................ ii

List of Tables.......................................................................................................... iii

Chapter 5 – Creating Concept ................................................................................ 1

5.1. Background ...................................................................................................... 1

5.2. Existing Concepts ............................................................................................ 1

5.3. New Concepts .................................................................................................. 3

Chapter 6 –Concepts Generation and Selection ..................................................... 6

6.1. Combining Concepts ........................................................................................ 6

6.2. Concepts Generation ........................................................................................ 7

6.3. Concepts Screening ........................................................................................ 11

6.4. Concepts Scoring ........................................................................................... 17

6.5. Concepts Testing ............................................................................................ 20

6.6. Conclusion ..................................................................................................... 26

References ............................................................................................................. 27

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LIST OF FIGURES

Figure 5.1. Mind Map of Existing Product ............................................................. 3

Figure 5.2. Mind Map of New Product based on the form and how to use ............ 5

Figure 6.1. Combining Concepts in How to Use the Product ................................. 7

Figure 6.2. Combining Concepts in How to Use the Product ................................. 8

Figure 6.3-6.11 Pie Chart of Product in Fullfilling the Needs Of Consumers 21-26

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LIST OF TABLES

Table 6.1. Concept Description Based on Shape and How-To-Use . ..................... 8

Table 6.2. Criteria in Product Shaving . ................................................................ 11

Table 6.3. Combination of Product. ...................................................................... 12

Table 6.4. Metrics of Idea Selection . ................................................................... 13

Table 6.5. Concept Screening . ............................................................................. 15

Table 6.6. Revision of Concept 13 . ...................................................................... 16

Table 6.7. Matrix of Concept Scoring. .................................................................. 18

Table 6.8. Information on Each Concept .............................................................. 20

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Chapter 5

Creating Concept

5.1 Background

Shaving product is a product that is used to help in shaving hair and preventing

injury and irritation while using razors. The potential market for shaving product is not

quite large, since shaving products are not primary needs. Because of this, the main users

for shaving products are usually people with upper-average income and also people who

care about their physical appearance. This problem becomes a main obstacle in marketing

shaving products. Other obstacle in marketing this shaving products is to compete with

other competitors. Since the competitors’ company is a big company and has already been

famous for their brands.

Many shaving products that spread nowadays are in form of foam, cream, gel, and

soap. These forms are not practical to use. Hence, in this assignment we try to find out

some new ideas to be applicated in new shaving product. Concept of shaving product

mainly consists of form of the product and how-to-use. In order to create new ideas, first

we start by listing the form and how-to-use in existing product. Next, we start

brainstorming to find many new ideas. In this brainsorming step, we search new ideas by

thinking laterally, not vertically, because the best concept is the result from many idea

concepts. So, in brainstorming step, we did not think about the feasibility of the product.

After brainstorming of new concept, we combine the existing concepts and new

concepts, then we did the screening step. In screening, we eliminate some of the concepts

that are not feasible. The next step after screening concepts is scoring concepts. Concepts

that passed from screening step will be scoring in this step. The result of scoring step is two

best concepts. After we found two best concepts, we did the concepts testing. In concepts

testing, we interviewed consumers of shaving product to get their opinion about two bests

that are resulted from scoring concepts. In the interview, we also asked consumers about

their eagerness to buy these two concepts of product.

5.2 Existing Concept

The concept of shaving product contains of the form of the product and how-to-use

the product. The existing shaving products are in form of foam, cream, gel, and soap. But

the most common form that people usually use are foam and cream. For the usage of

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Universitas Indonesia

existing shaving products, they are usually used by rubbing or brushing it with hand.

Figure on the next page shows the diagram of existing product.

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Figure 5.1. Mind Map of Existing Product

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5.3 New Concept

The mechanism of existing shaving product in shaving hair body is by lubricating

the surface of skin and hair, so the hair become easier to be shaved. Because the form

and the using of existing shaving product is too definite, we try to develop both form

and using of new shaving product. Hereby is the mind map of new shaving product

that we develop.

We make this mind map without considering the feasibility of the product,

because we want to make as many new idea of product as possible. Figure on the next

page shows the mind map of new product.

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Figure 5.2. Mind Map of New Product

Figure 5.2. Mind Map of New Product based on the form and how to use

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For new product, we make many new forms and how-to-use. We make a lot of

new concepts because we want to find out which concept is the best one. After

making the concept of new concept, we combine both concept of existing product and

new product. The combination of existing product and new product is explained on

the next chapter.

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Chapter 6

Concept Generation and Selection

6.1 Combining Concept

Combining concept is combination between new concept and existing concept

based on shapes of product and how to use the product. The main goal from combined

concept is to find the best performance from new and existing product. Here is the

mind map of combined concept we get from new and existing product include a

combination of shapes and how to use :

Figure 6.1. Combining Concept in How to Use the Product

From mind map above, all forms or shapes of the product will be analyzed to

determine how to use the product. It means that for one form of the product, there are

one or more ways to use it. Here is the explanation:

a. Steam. Steam is vapor phase so for use the steam just sprayed it to skin area where

hair is want to be removed.

b. Liquid. Liquid product can used by two ways, it is can be applied by rubbed and

inhaled. Liquid form in form of a roll on usually used people for deodorant.

c. Scrub form can be used by dissolve it with water because scrub has rough surface so

by dissolve it with water, it can produce bubble and can soften the skin.

d. Solid (Lipstick), Foam, Cream, Gel can be used by rubbing it to the skin.

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Figure 6.2. Combining Concepts in The Form of Product

6.2 Concept Generation

6.2.1 Concept Description Based On Form

In concept generation, ideas are developed without either limitation at

technology aspect or logic which is acceptable. The development of concept is

executed by do branching of concept tree. The concept is made based on mechanism

process, manufacturing, shape or form, and how-to-use. However, those concepts are

compared by shape and how-to-use. It is caused by the mechanism way and how-to-

use which are influenced by basic materials and forms.

Table 6.1. Concept Description Based on Shape and How-To-Use

Concept

Number Shape or Form

Shape

Characterization How-To-Use

Infiltration Way

to Skin Pore Weakness

1.

Liquid

Liquid lotion

which has

additional opacity

agent, the

viscosity is bigger

than cream

Put on the hairy

skin, wait for a

second, then clean

it up with

tissue/napkin

Wait for couple

minutes -

2.

Liquid

Liquid which has

similar substances

like liquid lotion,

the phase is

slightly like steam

Inhale the liquid

through nasal

cavity

-

It needs

additional tools

like inhaler

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3.

Steam

Steam which has

similar important

substances.

Blowing the steam

on the hairy skin

for couple minutes

-

It needs

additional tools

like steam

sprayer

4.

Scrubs

Scrub has phase in

between liquid and

solid, it also

contains rough

granules.

Scrub it on the

hairy skin, wait for

a second, and

clean it up with

water to omit the

scrub granules.

Skin pore will be

opened once it

was scrubbed and

then the

substances of

shaving product

will work.

It needs water

to clean the skin

up

5.

Scrubs

The physical form

of the scrub is

solid granules.

Dissolving scrubs

in water, scrub it

on the hairy skin,

wait for couple

minutes, and clean

it up with water to

omit the scrub

granules.

Skin pore will be

opened once it

was scrubbed and

then the

substances of

shaving product

will work.

It needs water

to clean the skin

up

6.

Solid/Waxy

(Lipstick)

The physical shape

is like lipstick

(waxy phase)

Put on the hairy

skin, wait for

couple minutes,

then clean it up

with wet tissue or

water

Wait for couple

minutes

It may need

water to clean

the skin up

7.

Solid (Powder)

The physical shape

is powder

Put on the hairy

skin, give light tap

with hand palm on

the hairy skin,

wait for couple

minutes, clean it

up

Tap the skin with

hand palm and

wait for couple

minutes

It may need

extra force like

tapping

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8. Medicines

Solid medicines

with shape like

pills, tablets, and

capsules

By swallowing the

medicines

- The side effect

of this usage is

more harmful

because it may

influence other

organs

performance.

9.

Medicines

Solid medicines

with shape like

powder or small

granules.

By dissolving the

medicines in

water, then

consume it

-

The side effect

of this usage is

more harmful

because it may

influence other

organs

performance.

10.

Aerosol Spray

This aerosol form

is similar like

perfume.

By spraying the

aerosol to the

hairy skin, wait for

couple minutes,

then clean it up

with tissue or

napkin

Wait for couple

minutes -

11.

Cream

Cream has

viscosity smaller

than liquid (lotion)

Put on the hairy

skin, wait for a

second, then clean

it up with

tissue/napkin

Wait for couple

minutes -

12.

Gel

Gel has viscosity

smaller than liquid

(lotion), harder

form than cream

Put on the hairy

skin, wait for a

second, then clean

it up with

tissue/napkin

Wait for couple

minutes -

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13.

Soap

Has physical

performance like

solid.

Wetting soap with

water and rub it to

the hairy skin,

then clean it with

water

Skin pore will be

opened once it

was rubbed and

then the

substances of

shaving product

will work.

-

14.

Liquid

(Injection)

Has physical

properties like

water, it is used by

injecting with

additional tools

By injecting the

fluid at the body -

Need syringe to

inject the liquid

to inside of

body, side

effect of this

usage is more

harmful because

it may influence

other organs

performance.

6.3 Concept Screening

Concept screening is the next step after describing product from combining concept. The

aim of the concept screening is to score the criteria. The product screening has 5 criterias to

score the concept. Product with high score wil be continue to the product testing. Those

criterias are as follow :

Table 6. 2. Criteria in Product Shaving

Number Criteria

1 Easy to Manufacture

2 Affordable Production Cost

3 Practice to Used

4 Effectiveness in Giving Benefits

5 Dangerous Effect in Using the Product

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In doing concept screening, some steps have to be done, such as :

Preparing metrics of idea selection

Rate the concepts

Rank the concepts

6.3.1 Metrics of Idea Selection

From combining above we get twelve combinations of products as follow :

Table 6. 3. Combination of Product

Concept

Number

Combination of Product

1 Liquid Rubbed

2 Liquid Inhaled

3 Steam sprayed

4 Scrub buffed

5 Scrub dissolved with water

6 Solid (lipstick) rubbed

7 Solid (powder) tapped

8 Medicine (pill, capsule ,tablet, syrup) swallowed

9 Medicine (powder) dissolved with water

10 Spray sprayed

11 Cream rubbed

12 Gel buffed

13 Soap buffed

14 Liquid injection

15 Foam rubbed (reference)

We take a concept of shaving product with the form of foam and used by rubbing it

with This matrix consist of many concept ideas and criteria selection. Concept ideas is

generated from concept generation. All concept in product screening is compared with

concept reference. In this problem, concept reference is shaving foam which is used by

rubbed. We give the scoring with criteria above to know which one is the best product from

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all product concept. Shaving foam brand that we choose is Gillette because it is the most

famous product in market.

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Table 6. 4. Metrics of Idea Selection

Criteria Concept

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Easy to Manufacture

Affordable Production

Cost

Practice to Used

Effectiveness to Give

Benefits

Harmful Effect in Using

the Product

Amount +

Amount -

Total Amount

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6.3.2 Rate the concepts

Giving rating the product actually give scoring from existing product or reference

concept. Information scoring in screening matrix:

Score minus (-) indicate that the new product has lower quality than

reference product/shaving foam.

Score zero (0) indicate that the new product has same quality than

reference product/shaving foam.

Score plus (+) show that the new product has better quality than reference

product/shaving foam.

6.3.3 Rank the concepts

After we do concept screening, we have to rank the idea. The ranking of idea is

given based on the total score for each concept. The purpose of ranking the concept is to

know which concept is the best concept.

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Table 6. 5. Concept Screening

Criteria Concept

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Easy to Manufacture + - - - - - - - - 0 + 0 + - 0

Affordable Production

Cost

+ - - - - - - - - 0 + 0 + - 0

Practice to Used + - - - - + - + - + 0 - - - 0

Effectiveness to Give

Benefits

+ - - 0 0 - - - - + 0 0 0 - 0

Harmful Effect in Using

the Product

0 - - 0 0 + - - - - 0 0 0 - 0

Amount + 4 0 0 0 0 2 0 1 0 2 2 0 2 0 0

Amount - 0 5 5 3 3 0 5 4 5 1 0 1 1 5 0

Total Amount 4 -5 -5 -3 -3 2 -5 -3 -5 1 2 -1 1 -5 0

Ranking 1 6 6 5 5 2 6 5 6 3 2 4 3 6

Result Yes No No No No Yes No No No Yes Yes No Revise No

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The concept we choose is shown in the blue color, because these product have the

highest score compared with other product. The result from screening is product

1, 6, 10, 11 and 13. Because product 13 has wide range with product 1, product

13 is revised to increase the score. The revision is done by changing the form of

soap from solid to liquid.

The revision is :

Table 6. 6. Revision of Concept 13

No. Criteria

1 Easy to Manufacture +

2 Affordable Production Cost +

3 Practice to Use +

4 Effectiveness to Give Benefits 0

5 Harmful Effect in Using the Product 0

Total Amount 3

We can see that the total amount in scoring is increase than before.

6.4 Concept Scoring

After concept screening, the next stage is concept scoring. In this stage, we will

do the scoring of the concept that we have after passed concept screening so that we

can have one or two best concept and we can develop this concept for concept testing.

In concept scoring, each of selection criteria will be given a weight factor based on

priority of the criteria. The concept that will be chosen in this concept scoring is the

concept that has the highest score. This score is from multiplication between rating

and weight factor that we already have before. We can read the step by step of the

concept scoring below.

1. Preparing the matrix of selection of concepts

This matrix contains criteria selection columns, concept ideas, weight factor, and

rating. The criteria in this concept scoring are different from the concept screening,

but not totally different. Some of the criteria still have similarity with the concept

screening. This criteria is break down from the concept screening criteria that made

more specific. Beside the breakdown of concept screening criteria, we can have

another method to create the criteria for concept scoring. The method is combining

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the criteria that have similarity so that we can have new criteria. After we arrange

the selection criteria, the next step is put in weight factor to the matrix for each of

selection criteria. Weight factor is determined from priority and group discussion

based on ranking of needs and information from literature. Weight factor is

determined in percentage and have 100% in total.

2. Rating the concept

In this step, we will do two kind of rating. First, the rating is given based on group

discussion and literature. The range of rating is 1-4 which every number has its

means.

1 : Very bad

2 : Bad

3 : Enough

4 : Good

5 : Very good

Second, we do multiplication between weight factor and rating so that we can have

new number. After that, we sum up that number and have new number that

representsthe score of each concept.

3. Decide best concept

After we made matrix and have the score of each concept, we have to decide which

concept that pass the concept scoring. We can decide that by choose the concept that

has highest score.

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Table 6. 7. Matrix of Concept Scoring

Number Criteria Percentage Concepts

1 6 10 11 13 15

1 Ease of forming 15% 4 0.6 4 0.6 1 0.15 4 0.6 4 0.6 4 0.6

2 Production cost 10% 5 0.5 2 0.2 1 0.1 4 0.4 4 0.4 3 0.3

3 Economical shaving product 10% 4 0.4 3 0.3 2 0.2 4 0.4 3 0.3 4 0.4

4 Ease of packaging 5% 3 0.15 2 0.1 2 0.1 4 0.2 4 0.2 3 0.15

5

Ease of storing in any condition (The

product doesn’t need any special

condition to store) 10% 3 0.3 3 0.3 1 0.1 3 0.3 3 0.3 3 0.3

6 Small volume of usage 10% 2 0.2 1 0.1 4 0.4 3 0.3 4 0.4 4 0.4

7 Ease of cleaning 15% 4 0.6 1 0.15 4 0.6 3 0.45 2 0.3 3 0.45

8 Ease of penetrating to the skin 25% 4 1 1 0.25 4 1 3 0.75 3 0.75 3 0.75

Total 100% 3,75 2 2.65 3.4 3.25 3.35

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Table 6. 8. Information on Each Concept

Concept Form How to use

1 Liquid Put on the hairy skin, wait for a second, then clean it

up with tissue/napkin

6 Solid

(lipstick)

Put on the hairy skin, wait for couple minutes, then

clean it up with wet tissue or water

10 Aerosol spray By spraying the aerosol to the hairy skin, wait for

couple minutes, then clean it up with tissue or napkin

11 Cream Put on the hairy skin, wait for a second, then clean it


13 Liquid Rub it to the hairy skin, then clean it with water

14 Foam Put on the hairy skin, wait for a second, then clean it


As we can see in the matrix, we already have the highest score which means the

best concept (concept 1), but there is one concept that has a little less score in the concept

scoring (concept 11) and we decide to choose that concept as well. So, for the concept

testing we have two concepts that will be submitted for interview.

6.5 Concept Testing

After we passed concept scoring, we have two different concepts that will submitted

for the interview. Step by step for the concept testing is arranged on the list below.

1. Determine the purpose of concept testing

The purpose of concept testing is to see how far the concept idea which has already

chosen to fulfill the needs of consumer. Therefore, to know respond of consumer clearly

and to get feedback from consumer, we need concept testing which made with questions

about our chosen concept.

2. Determine the population of interviewee

In this step, we do some interview not to all kind of people. We have limitation of the

interviewee. Our limitation is age and the minimum age of our interviewee is 15 years old.

Except the age of the interviewee, we did not have other limitation. Our interviewee is the

consumer who usingand not using shaving product either men or women.

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3. Make questions for the interview

We made the question to find out the respond of consumer to our concept and to

compare the both of our concepts. We have 9 questions in total and the last question has

scale type question.

4. Do the interview

Result of concept testing

After we do some interview to 14 respondents and get their opinion about our

product. We also interview the consumers directly to get their opinion about which

product have the better concept. In the concept scoring, we have two concepts which have

higher score than the others.

The first product, we call it product A which has liquid form and can be used by

spreading it to the hairy skin (like deodorant roll on) and the second product (product B)

is product that has cream form and can be used by spreading it to the hairy skin.

For the first question, we ask to the consumer about product A which can fulfill the

needs of consumer expectation, and the result is 67% consumer said yes to this question,

the other 33% said no.

Figure 6.3. Pie Chart of Product A in Fullfilling the Needs Of Consumers

Generally, people who said yes to this question has the same reason. That reason is

because of the function is not depend on shape or form. So, as long as the product still

Yes 67%

No 33%

Product A To Fulfill The Needs of Consumer

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works, its fine. And for the other 4 who said no is because this form is still new and cause

hair loss, so for some people who want to shape their hair, this product is not good.

For the second question, we ask the same thing. But in this question, we ask the

consumer opinion about product B and the result is 92% said yes and 8% said no. This

means, people thinks that compare to roll on, this form is mostly used and the consumer

will feel secure to use this product. Besides that, the function is not depends on shape or

form.

Figure 6.4. Pie Chart of Product B in Fullfilling the Needs Of Consumers

The third question is about comfort ability of product A and the result is more people

said this product is not comfortable enough if they compare with product B. The reason is

because they feel uncomfortable about using it with more than one person and this product

is still new so they just feel insecure and there is possibility to be spilled or could not be

applied on target skin/hair properly.

Yes 92%

No 8%

Product B To Fulfill The Needs of Consumer

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Figure 6.5. Pie Chart of Comfortability Product A

The product B has the opposite result compare to the product A. More people

said product B is more comfortable than product A because it mostly used and it could be

applied to every hair.

Figure 6.6. Pie Chart of Comfortability Product B

Fifth and sixth question is about easy to use and the result is good for the product

A. 92% people said product A is easy to use because it is very fast and economical.

Moreover the hands will not get dirty. Compare to product A, product B is not easy to

use because the hands of the user will get dirty and need more time than product A, but

Yes 42%

No 58%

Comfortability Product A

Yes 67%

No 33%

Comfortability Product B

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for some people there are no problems as long as the function is still works properly and

safe.

Figure 6.7. Pie Chart of Product A in Ease of Using

Figure 6.8. Pie Chart of Product B in Ease of Using

For the seventh question we ask about effectiveness. The effectiveness can be seen

in the volume that will be used for the shaving. And 83% respondents said Product B will

need more volume than Product A for the same hairy skin because if we pour it to hand,

the creams possibly come out too much while the other can be used economically.

Yes 92%

No 8%

Product A Easy To Use

Yes 42%

No 58%

Product B Easy To Use

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Figure 6.9. Pie Chart of Which Product Needs More Volume

Question number eight is about which product has better concept. And the result is

very unexpected. 50 % of consumer said that Product A has the better concept while the

other said otherwise. The people who choose Product A said that this product is very

economical, easy to use, fast, and unique and the other said product B is very comfortable,

mostly used, and safe.

For the last question, we ask about interest of consumer to the both product. The

result is for Product A 71% will buy our product, 0% uncertain, and 29% will not buy our

product because they want to shape their hair (beard, mustache).

Figure 6.10. Pie Chart of Consumers Interest in Buying Product A

Product A 17%

Product B 83%

Need More Volume

Yes 71%

No 29%

Uncertain 0%

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Figure 6.11. Pie Chart of Consumers Interest in Buying Product B

The result for Product B is 50% will buy our product, 25% uncertain (consider

about the price and performance) and 29% will not buy our product because they

want to shape their hair (beard, mustache).

6.6 Conclusion

After the interview, we can conclude that generally people are preferred product B

(Cream) rather than product A (Liquid). It is because product B is the most common type for

shaving product. Even though in the concepts scoring and interview we got some points that

product A is better than product B. We can change public opinion about shaving products if

we can socialize and promote product A to people that it has better concepts from product B.

The difference between product A and B lies on the method of usage, the form, and the

ability to penetrate to the skin. Besides these three things, there is no difference either in

composition or function.

Yes 50%

No 25%

No 25%

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Makalah Assignment 2.pdf