product & service innovation prof. sung joo bae
DESCRIPTION
“A product that will keep you warm anywhere anytime”. Product & service Innovation Prof. Sung Joo Bae. Product development process. Product Innovation process. Market Prediction. Product development . M arketization. Market research Customer research Competitors Technological trend - PowerPoint PPT PresentationTRANSCRIPT
Product & service Inno-vationProf. Sung Joo Bae
“A product that will keep you warm any-where anytime”
Concept
Re-search
Analyze
Proto-type
Valida-tion
Business model
Product development process
Product Innovation process
Market Prediction
Product de-velopment
Marketiza-tion
• Market re-search
• Customer re-search
• Competitors • Technological
trend• Market Practi-
cality
• Market Segmenta-tion
• Market positioning and strategies through 4Ps
Problem Identification: Ways people keep warmth
Air HeatersProblem: they make the skin too dryIdeas: -Making a heater that combines the humidifier-Detects the humidity of the room
Hand warmers-Electrically heated -Hearted through natural en-ergy e.g. Solar panels
Feet warmers-Making electrical heating attached to the shoes (redesigning the functionality of the shoes)-Having a separate part that warms the feet that can be taking off as well as freely be attacked to any shoes-Using the space that has cushioning on the shoes, put technologies that produces heat according to ones movement
A pocket warmer-A separate material that fits in to the original pocket and heats up the pocket
Idea: Ways that can allow people to feel warm outside
Heating clothing -Designed as a sweater or a scarf to make it more user-friendly
Direction of the Product
Technology Driven design
User Driven design
Perceived cus-tomer needs
Subconscious customer
needs
PRODUCT
• Customer’s need for prod-ucts that warms their body has already been perceived
• Companies have been al-ready trying to fulfill this needs
• So it is important to have short product developmen-tal period in order to pro-duce the product as fast as possible
• Also it is about “differentiat-ing” from other products that may produce body warming products
Product Description Price (won)
Chemical hand warmer Reacts to oxygen by press-ing a button inside the prod-uct OR by shaking the prod-uct it produces heat through chemical reactions
500~2000
Oil type hand heater oil that is used for hand lighters are used to refill the device and then turned in to heat when needed)
14,000~25,000
Electrical hand heaters Can be recharged and used later by turning on the switch.
20,000~70,000
Market research: existing products
Product Description Price (won)
Biker’s hand heater It is connected to the bat-
tery of the motor cycle to produce heat. It usually cannot be separated from the power supply but some products can be separated by using Lithium ion batteries.
10,0000~35,0000
Electrically heated slippers When plugged on the elec-tricity the product heats up the bottom part of the feet
10,000~40,000
Market research: existing products
Understanding needs: Survey QUESTIONS1. What part of your hands and feet
do feel the most heat loss?
Hand: Fingers Palm Back of the hand
Feet: Toes Sole Back of the foot
2. Do you use a heat warmer of some sort during the winter?
Yes no
3. What are the problems with exist-ing heating products? (chemical hand warmers, electrically charged warmers etc.) • Flexibility • Portability • Convince (re-chargeability or
physical movement )• Not enough heat • Does not look good
Hand: Fingers Palm Back of the hand
Feet: Toes Sole Back of the foot
Yes no (32) (48)
• Flexibility (9)• Portability (23)• Convince (re-chargeability or
physical movement) (27)• Not enough heat (21)• Does not look good
(38) (23) (19)
(43) (18) (19)
Market survey
What do customers want ?
Available Products• Not very portable (aes-
thetically not appealing )
• Not convenient (not for every use)
• Not much flexibility
New Product
• Maximum flexibility with the product
• Portable outside aesthetically & functionally
• Convenience by allowing more movement and a more conve-nient product usage (more fit for everyday usage)
Product concept
Warms the hands and feet with below features• Portability/ convenience • Aesthetically appealing products • Flexibility • Adaptability to different environment and usage of
hands and feet • Easy to use products
Product Concept
Idea sketching no.1
1.
2.
Idea sketching no.2
3.
4.
Idea sketching no.3
5.
6.
Idea sketching no.4
7.
Self-supplying footsole
Idea: re-charging product through a material that heats by the reaction of the physical movement of The feet How it could work: use dynamo to generate electricity by the up and down ward moving of the hee. The electrical product generates 4.8 AV VoltageProblems: - Dynamo is fragile and needs enough space - There is no heat generated when not moving so the person have to continue to move to generate heat.
Idea sketching no.4
Designs & Functionality
detach-able
For flexibility and adaptability for different environments make the heating patches detachable so that the user can heat up different parts of the hand
Designs & Functionality
• Heating panel and the shoe material should be able to be separated for wash
• Also this will allow to make supplementary products for further profit
Stage 2: Research & analysis
Anatomy of the Hand & Feet
Anatomy of the Hand & Feet: Observation and Research
-According to the infra-red observation it is the warm-est part of the hand -Most heat but at the same time most sensitive -Most bended part of the hand
-People usually have the hand warmers on the palm rather than on the back of the hand-Also rubbing the palm makes better blood cir-culation and heat from friction-people feel the need for the palm to be warm as well
-Has low blood circulation-Fingers are constantly bended
Re-searchObserva-tion
-Uses top of the fin-ger for to touch the screenseg. Smart phones
Valuation Criteria
Definition
Safety
High/ LowMelting point
Stretchiness
The flexibility of the fabric
Cost
Cost of the fabric
Heat
TechnologicalAdvancementTo produce heat
Thickness
How thick a single layer of fabric is
Washable
Easy to wash
Analysis of materials
Materials
Polyester ES
(electro spinging) Carbon Fiber Nylon Spandex
Cost
Safety
Stretchiness
Heat
Thickness
Washable
Analysis of materials
16 17 12 18 15
Materials
Neoprene Ventile
Cost
Safety
Stretchiness
Heat
Thickness
Washable
PCM
Analysis of materials
11 13 18 15 14 17
Micro Fiber Nitrile rubberPara-aramid
Materials
Cost
Safety
Stretchiness
Heat
Thickness
Washable
PCM
Analysis of materials
18 18
Nylon
NiCdLithium Ion Lithium Polymer
Analysis of batteries
Thickness
Fast-charge time
Energy density
NiMH battery
Cost
8 6 8 12
Batteries
Lithium Ion Battery Lithium polymer chemistry differentiates itself from
Lithium Ion in the type of electrolyte used (a plastic-like film that does not conduct electricity but allows ion exchange - electrically charged atoms or groups of atoms).
The dry polymer design offers simplifications with respect to fabrication, ruggedness, safety and thin-profile geometry.
Cell thickness measures as little as one millimeter (0.039 inches).
Can be formed and shaped in any way imagined. Improved safety - more resistant to overcharge; less
chance for electrolyte leakage
Lithium Polymer Battery
Stage3: Prototyping & Validations
Experimentation: Action
1. Understanding the materials
Experimentation
• No wires• Placed at the important
areas• Top of the sole, Fabric on
top.
Experimentation
Experimentation
Experimentation
Experimentation
Removeable Battery
Experimentation
Experimentation
Found new materials during our experimentation and re-placed the original wiring system to this! Thus the design became more suitable to our original targeted function!
•Low price •Thin as paper (aesthetical pur-pose)•Well functions with heat
Experimentation
2. Experimenting with wires and heat
Wire positioning Warmth comfort
concentrated on the toesOn the top of the feet
Bottom of the feet
Along the toes
Heating wires for electrically heated seating cushion
Material that is known to help maximize heat
The heat from the bottom warms up the whole feet more efficiently
Final Design
Inside Layer
Outer Layer-supplementary product
Final Design
Heating material
DetachedCustomization by allowing to cut the material 240235230
Stage5: Business Model & Market Position
Simple produces with difficult to define market requirements
Complex products with difficult to define market requirements
Complex products with clearly defined market requirements
Simple products with clearly defined market require-ments
HL
H
L
Structural Complex-
ity
Functional Complexity
Market Position
Simple products with clearly defined market require-ments
HL
H
L
Structural Complex-
ity
Functional Complexity
Market Position
Market PositionMarket Segmen-
tation
15-24 25-34 45-54 55-64 65+ABCD
Sports wear •Professionals or highly equipped customers are targeted with high price and high func-tionality•Also designed to be more targeted on male than female cus-tomers.
Basic use Targeted on younger female customers with low price and charac-terized product de-signs
General use•Targeted on younger fe-male customers who are fashion conscious and wants to use the product in everyday use.•Thus the product targets to customers who has buy-ing power to not only buy the heating products but the supplementary prod-ucts.
Professional-use
Basic-use
Marketing Mix
Price
place
Promo-tion
ProductMarketing
Mix
1. Hand warmer gloves: With a thin layer that warms the gloves there will be a complementary product that is fashionable to wear on top of the first layer. (s-mall, medium, large)
2. Feet heaters: the size will be able to be customized for the customers to an limited extent. Because of the different kinds of shoes that the product will be used it is important that the product can be used in any shoes.
Lithium polymers=2000-3000wonPCM capsule materials = 8,800-13,200won/m2Heat layers= 2500-3000wonMaterial cost (feet)=800-1200wonElectrical circuits=300-500won
Price per unitFoot wear: 5,600wonHand gloves: approx. 13,600won (+production, promotion, distri-bution cost)
1. Online• Facebook page (SNS channels)• Online stores connected to
larger online retail stores such as Gmarket or Auction.
2. OfflineMulti-shop storespop-up stores/ temporary stores
1. Online• SNS channels• Youtube (a commercialized video
that shows how to use the product for the customer to understand how the product works)
2. OfflineHaving a booth where people can come and experience the product first hand before purchase
Thank you!