Configured Consumer Product
(bagian 2)
TK 4095 Disain Produk Industri
Kelas C - Semester Ganjil 2016/2017
Program Sarjana Teknik Kimia Universitas Riau
HALOGEN LIGHT BULB CASE STUDY
One of the major drawbacks of incandescent light bulbs is
their filament lifetimes, which trade off with their luminous
efficiencies.
At higher filament temperatures, their luminous efficiencies
increase, but their filaments evaporate faster, reducing their
lifetimes.
Household incandescent light bulbs in the 1980s typically had
lifetimes of 7501,000 hours.
Based upon a customer survey, it was desired to have light
bulbs with a longer lifetime, at least twice that of products on
the market at that time.
Project Charter
Concept Stage
a. Opportunity assessments
For halogen light bulbs probably included an
examination of the technological challenges and
market size, a competitive analysis, and a value-chain
analysis.
The following analyses focus on the voice of the
market
Concept Stage
b. Customer requirements
For halogen light bulbs can be determined by
developing fitness-to-standard (FTS) and newunique-and-difficult (NUD) requirements.
Note that typical customer requirements for longerlife incandescent light bulbs for household (e.g life
time of at least 2,000 hours preferred; no cost
premium; and energy efficient)
Concept Stage
Concept Stage
c. Technical Requirements.
Before product concepts are developed, customer
requirements are translated by the design team into
quantifiable technical requirements that are more
amenable to technical development work.
For halogen light bulbs, a likely translation in the
mid-1980s into quantifiable technical requirements
such as lifetime and color spectrum
Concept Stage
Concept Stage
d. Determination of Critical-to-Quality Variables
Usually the NUDs, that is, the differentiators, are
taken as the critical-to-quality variables.
For the halogen light bulb product design, the
lifetime, and the energy efficiency and luminous
efficacy, were likely selected in the mid-1980s.
Concept Stage
Concept Stage
e. Development of Superior Product Concepts.
For development of a long-life halogen light bulb in
the mid-1980s, the new concepts involved a bromine
vapor atmosphere and a quartz primary casing to
contain the hot reacting gases.
Concept Stage
Concept Stage
Concept Stage
f. Selection of Superior Concepts.
Based primarily on the satisfaction of the technical
requirements, in particular, the new-unique-and
difficult (NUD) requirements; that is, increased
lifetime and energy efficiency and luminous efficacy
for the incandescent light bulb.
Superior concepts will be tested extensively in the
feasibility stage, where more quantitative validation
and refinement will be carried out with product
prototypes.
Concept Stage
Primary Casing Design
Concept Stage
Secondary Enclosure
Concept Stage
g. Gate Review.
Business opportunity assessment: What is the size
and scope of the opportunity?
Technical feasibility assessment: How innovative are
the solution concepts? How much confidence is
there in a win in the marketplace?
Manufacturing capability assessment: Do the
companys manufacturing capabilities support this
product? Is a significant investment required?
Product life-cycle assessment: Are there health,
safety, environmental, and regulatory issues?
Feasibility Stage
a. Technical Feasibility.
The goal of the technical feasibility assessment likely
was to ensure that the superior concept met the
customer requirements.
For the halogen light bulb, this was likely
accomplished by checking that the superior concepts
satisfied the technical requirements.
Feasibility Stage
Feasibility Stage
b. Customer Verification.
The results of hypothetical customer tests are
presented with the customer profiles.
Customer C-1 was the best customer that sold to
industrial end users.
Customer C-2 was the best customer with the largest
global distribution in home applications, and
Customer C-3 was the smallest customer selling to
various market segments globally
Feasibility Stage
Feasibility Stage
Feasibility Stage
c. Market Assessment.
With the potential introduction of the compact
fluorescent light bulb (CFL), the marketing team likely
anticipated that the halogen light bulb would face
severe competition.
Market assessment might have been adjusted
Feasibility Stage
d. Competitive Analysis.
The customer feedback, expressing satisfaction with
the technical performance, would likely have been
considered to be very encouraging.
The most likely concerns would have involved pricing
and increasing competition from fluorescent light
bulbs.
At the time, fluorescent light bulb manufacturers had
exhibited prototypes of compact fluorescent light
bulbs (CFLs), but their potential home usage was not
considered to be significant in the immediate future.
Feasibility Stage
e. Product Life-Cycle Management.
With prototype testing data showing that the
primary and secondary enclosures performed well,.
The design team would likely have concluded that
health, safety, and environmental concerns had been
resolved.
Feasibility Stage
f. Gate Review.
The feasibility Stage-Gate review, often known as the
Money gate, is the last gate prior to the commitment
of significant resources, both personnel and financial.
The focus of this review is normally on
demonstrating that the superior concepts satisfy the
customer requirements, both through the
demonstration of the technical performance of a
product prototype(s) in the laboratory and customer
feedback and verification.
Development Stage
The main task in the development stage of the
SGPDP is to design a manufacturing process at the
pilot-plant level.
The House of Quality is normally used to identify the
critical process variables for each manufacturing
process.
When necessary, the market assessment and product
recycle management are revisited.
Development Stage
For the halogen light bulb, the manufacturing
process would have required careful design to
produce tungsten rods having uniformly smooth
surface structures.
It would have been necessary to design the
manufacturing process of the primary enclosure to
provide a favorable thermal environment ensuring
the longevity of the tungsten coils, with a wellconstructed reaction chamber that prevented early
burnout.
Manufacturing Stage
In this stage, the manufacturing process for the
halogen light bulb would have been designed, with
emphasis on the scale up of the pilot-plant process.
Manufacturing costs for the halogen light bulbs
would also have been estimated.
The emphasis would likely have been on identifying
the critical processing and materials parameters that
affect the product quality.
Product-Introduction Stage
Launch strategy is developed, including pricing, the
launch channel, advertisements, product literature,
and early product introduction to a limited market or
to selected customersprior to mass production.
For the halogen light bulb product, because the
company had been selling incandescent light bulbs to
the selected market segment, the launch channel
would likely already have been considered as well as
established.
