Makalah Assignment 2.pdf
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i
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
ii
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
iii
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
1
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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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
up with tissue/napkin
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
up with tissue/napkin
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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