Course : FOOD6020-Integrated Food Processing

Technology Laboratory
Effective Period : September 2016

The food product design and

plant design

Session 3 & 5
 Prototyping Value

• Prototyping is powerful tool for developing new business models.

• Prototyping comes from the design and engineering disciplines, where it is

widely used for product design, architecture, and interaction design.

• Prototyping has gained traction in intersection area of business and design such
as process design, service design, and even organization and strategy design.

• Although they are different understanding of what constitutes “ a prototype “

but prototype representing potential future business models : as tools that serve
the purpose of discussion, inquiry, or proof of concept.

• A business model prototype can:

a) The form of simple sketch
b) A Fully thought-thought concept
c) Spreadsheet that simulates the financial working of new business.

Uxdesign.smashingmagazine.com
 Design Attitude

•What is Design Attitute ?

The connection/ the connected contributions

of all the constituent disciplines in solving any
problem or creating a landscape for exploring
further problems or further opportunities,
further possibilities of growth.

•The second theme, creating and bringing solutions to life, will

be immediately familiar to most observers of design. Moving
from the intangibles that are the typical starting point of designs
to things that delight people and make them feel good requires
rapid and inexpensive prototyping and visualization.
 Design Attitude

• From Decision to Design Attitude : A manager must have

1. Questioning Basic Assumptions
2. Centering on Outcomes
3. Leading the Unknown
4. Making the Future Concrete
 Prototyping at Different
Scales

BUSINESS CASE FIELD- TEST

NAPKIN SKETCH ELABORATED CANVASS

OUTLINE AND PITCH EXPLORE WHAT IT EXAMINE THE INVESTIGATE

A ROUGH IDEA WOULD TAKE TO ME VIABILITY OF THE IDEA CUSTOMER
THE IDEA WORK ACCEPTANCE AND
FEASIBILITY

Draw a simple Develop a more Turn The Detailed You’ve decided on a

business model elaborate canvas to Canvas Into a potential new
canvas. Describe the explore all the Spreadsheet to business model, and
Idea Using Only Key elements needed to Estimate Your Model’s now want to field-test
Elements make the business Earning Potential some aspects
model work
• What so good about this product?

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What makes a good design ?

Alternatively –
How can we assess these designs ?
What makes a good design ?
Fit for purpose
Cost effective
Successful ?
Iconic
Long lasting

Does the job its design for in the most

effective, efficient manner.
 Factors affecting design
performance

 Cost effective
 Satisfies service requirements
 Can be made – achievable
Like this ?
 The design process

A methodology which requires a logical,

sequential analysis of the design problem to be
solved.

Set out in stages which helps us to progressively

develop a solution to the problem set.

The best solution given the

Technology available at the
Time.

© Cod Gabriel 2008. Sourced from http://www.flickr.com/photos/8628950@N06/2770856499/ available under Creative Commons licence.
 The design process 1 –
Recognition of the problem to be
solved

BRIEF
Recognition of problem
Identification of needs
Recognition of situation

INVESTIGATION
Research in topic – what exists already
Collation of relevant information
Analysis of topic
Specification of requirements
 The design process 2 –
Creative phase

IDEAS
Generation of realistic ideas to satisfy product design
brief and functional requirements

EVALUATION
Evaluation of ideas against the specification
Identification of proposed solution

DEVELOPING
Sketching, modeling refining proposed solutions
 The design process 3 -
Implementation

PLANNING
Drawings from which the product can be realised
Parts list, planning sheets for realisation

Manufacture
Make the product to design
Evaluate in the field

Revisit the original design

– good designs ‘evolve’ over time

© moguphotos 2008. Sourced from http://www.flickr.com/photos/bygenejackson/3113238256/sizes/l/ available for download under a Creative Commons licence.
 The design process

In reality we produce products which satisfy an immediate

need as the customer wants it yesterday.

Major innovation in design and manufacture require us to

look into new materials, manufacturing technologies and
potential markets to ‘look into the Future

© Tracey & Jim Hofman 2005, sourced from

http://picasaweb.google.com/lh/photo/fguEIpssRmIZ2dWahBomDg available
© Kenjonbro 2009, sourced from
under a Creative Commons licence.
http://www.flickr.com/photos/kenjonbro/3796523562/sizes/m/ available
under a Creative Commons licence.
 The design process 4–
analysis of the design

© Design and Technology Student 2009, sourced from

http://www.flickr.com/photos/designandtechnologydepartment/4086095092/sizes/l/ available
for download under a Creative Commons licence.
 The design process

We use the design process to provide solutions to problems –

by applying a logical set of stages. In reality these are usually
reduced in length because of :

 Previous experience / knowledge

 Custom and practice
 What the competition are doing
 Concepts and Definitions

Development of new products may

include :
• Products original
• Perfected products
• Modified products
• The new brand developed through
research and development efforts
 Concepts and Definitions

THE FOLLOWING CATEGORIES IF A PRODUCT CALLED NEW

MEET ONE :
1. New Products For The World (New Product To The World)
2. New Product Line (New Product Lines)
3. Addition To The Existing Product Line (Additions To Existing
Product Lines)
4. Improvement & Improvement Products Which Have Been
There (Revisions Or Improvements Of Existing Products)
5. Reposition Products (Repositioned Products)
6. Product With Cheaper Price (Lower Priced Products)
 Concepts and Definitions in Food
Product Development

Importance of New Product Development:

• Following changes in market demand
• Surviving in competitions
• Adapting to changing technology
• Replacing older products or products not sold
• Diversification of products to reduce the risk of loss
 Product Life Cycle

Product Life Cycles Providing Information

To Search For A Product From Receipt Of
Recognition To End (Off).
Product Life Cycle
 Product Life Cycle

Four Basic Stages of Product Life Cycle :

1. INTRODUCTORY-STAGE : New product launch phase in
full scale to market.

•Low sales
•High costs per customer
•Negative profits
•Innovator customers
Objective:
•Few competitors • Offer a basic product
• Price at cost-plus
• Selective distribution
• Induce trial via heavy sales
promotion
 Product Life Cycle

2. GROWTH-STAGE : Sales grow at a fast, many competitors

entering the market and its great start taking over a number of
small company, profit up quickly, leads in different brand promotion

Objective:
• Maximize market share
• Offer service, product extensions, warranty
• Price to penetrate
• Intensive distribution
• Awareness and interest – mass market
• Reduce promotions due to heavy demand
 Product Life Cycle

3. MATURITY-STAGE : Stage where the sales

increased with the speed down, new users not increase
again.

– Peak sales
– Low costs
– High profits
– Middle majority customers
– Stable/declining competition
 Product Life Cycle

3. The Objective of Maturity-stage :

– maximize profit while defending market
share
– Diversify brands/items
– Price to match or beat competition
– Intensive distribution
– Stress brand differences and benefits
– Increase promotions to encourage
switching
 Product Life Cycle

4. DECLINE-STAGE : Stage where the sales start

downhill fast because of changes in customer that
down the drastic, attended a substitute for better
products.

– Low costs
– Declining sales
– Declining profits
– Laggard customers
– Declining competition
 Product Life Cycle

4. The Objective Of Decline-stage :

– reduce costs and milk the brand
– Phase out weak models
– Cut price
– Selective distribution
– Reduce advertising to levels needed to retain
hard-core loyalists
– Reduce promotions to minimal levels
 Product Life Cycle

Stages of life cycle of the product will

determine the company in developing its
products, therefore it is necessary:

–The ability to identify consumer desires

–Division R & D capability is very strong
–Owners of scarce resources and unique
–Continuous efforts to innovate
Stages of New Product Development
 References
• Osterwalder, Alexander et al. (2010). Business Model
Generation: A Handbook for Visionaries, Game
Changers, and Challengers. JWS. New Jersey. ISBN:
978-0470-87641-1.