Mining product maps for new product developmentShu-Hsien Liao , Chia-Lin Hsieh, Sui-Ping Huang

ScieneDirect 2008

Vipin Saini M964011062 許博淞 M964020009 陳昀志 M964020043

Outline

• Introduction

• Research Design

• Data mining and Result

• Discussions and future works

• Conclusion

Introduction

• NPD(new product development) is critical for long-term firm performance and competitive advantages.

• How to effectively process and use customer data is becoming increasingly important.

• Research issues ： the development of new cosmetic products.

Research design

• Research problems– With demand side consideration, develop a

product map of customers’ demands .

• Data collection

• System framework

• Relational database design

Data mining

• Association rules– The simplest way to judge the standard is to

use the lift judgement.

• Data mining tool – SPSS clementine– The most powerful enterprise data mining

workbenches

• Data mining process

Data Mining Results

• New product development analysis Personal care products

• 1.Basic personal care - complicated skin type

• 2.Basic personal care - oily skin type

• 3.Basic personal care – normal skin type

• 4.Special personal care Cosmetics products

Data Mining Results

Product mapMining results for NPD 1.NPD pattern A: basic personal care-

oriented product collection. 2.NPD pattern B: specific personal care-

oriented product collection. 3.NPD pattern C: cosmetics-oriented product

collection.

Data Mining Results

Mining results for price effects

1.NPD pattern D: price effects for basic personal care-oriented product collection.

2.NPD pattern E: price effects for cosmetics-oriented product collection.

Discussions and future works

• New Product Development– Reach the enterprise’s sales goals.

• Demand chain management– Market segmentation ,customer satisfaction , and

customization.

Discussions and future works

• Demand chain and Supply chain– Understanding the market and enhance innovation

capabilities.

• Database approach– Knowledge of supplier’s capabilities, customer’s

requirements, and providing decision support.

• Product map– Visualization of association rules.

Conclusion

• The customer’s experiences and preferences should considered in developing the product.

• Fulfilling customer demands and provide friendly service brings the loyalty from customers.

Thanks For Your Listening!