Quality Designs
Completing The Design
Optimal PositionPHYSICAL
of the NewFEATURES
Product onEngineeringof
Consumer's DesignTHE NEW
Perceptual MapPRODUCT
& CBP
Optimal PositionResponse Functions of:
of the New Product• Advertising
on Consumer's(Awareness)Marketing
Perceptual Map• Sales CallsMix
&• DistributionDecisions
C. B. P.(Availability)
• Price
Quality Designs
Completing The Design
Because Perceptual Mapping & Preference Regression Tell:
what dimensions to emphasize
what product characteristics & psychological appeals make up these dimensions:
Therefore Marketers Can Change Consumers Preference Toward Own Products By Positioning:
Product(i) Changing (improving) physical features
Image(ii) Changing consumers' perception by advertising
Quality Designs
Levels of needs
Primary = Strategic benefits t characteristic of CBP
Secondary = tactical features associated with perceptual dimensions of CBP
Tertiary - Operational needs corresponding to detailed engineering attributes
Coordinate across levels to achieve best CBP
Quality Designs
Customer-Driven design = “Voice of the customer”
must be clear at all levels of design team functions
importance weights to guide tradeoff decisions
Engineering Characteristics
parts characteristics, not product features
link characteristics to features in hierarchy
Customer-Engineering Interface
describe customer needs in language of engineer
Communication Integration
primary barrier to integration is lack of communication
info systems facilitates collaboration.
Quality Designs
Quality Function Deployment (QFD)
technique for collaborative integration
greater effort early in design process
House of Quality - a living, growing process
diagram for achieving QFD
relationship matrix - linking need levels within hierarchy
identify engineering needs corresponding to customer needs
use spreadsheet to design
“roof” matrix models tradeoffs
Imputed importances = f (importances, relationships)
use after primary needs, consumer perceptions, & CBP set
establishes creditability of the CBP
Quality Designs
Houses of Quality
Relationships
4 = strong positive
3 = medium positive
2 = medium negative
1 = strong negative
Quality Designs
Houses of Quality -- Building houses on Boardwalk & Park Place
“What” to achieve on side of house
“How” to achieve “what” on top of house
Links consumer needs to entire process
Lays out information needs and collaboration links
Quality Designs
Design for Manufacturing
Computer-Integrated Manufacturing - CAD/CAM systems
CIM = simultaneous engineering = total quality (TQM)
Robust Design - design for range of conditions of usage
Experimental Design & Continuous Improvement
design changes varied systematically - consumer benefits measured
Taguchi methods - similar fractional factorial designs
Inner (mfgr controlled) vs outer (customer / environment) designs
Quality Designs
Design for Manufacturing
Design Dynamics & Creativity
generate few approaches at any one time
factor design into subproblems
evaluate alternatives on critical dimensions
focus on expanding alternatives
Proximity & Coordination
remove physical barriers to information flow & collaboration
utilize intranets to bridge distance and barriers
Engineering Services
critical to delivery of CBP
Quality Designs
Marketing Mix - 4 Ps
Promotion
Advertising
Copy design
budgeting
Sales
more important in industrial sales & consumer durables
Sales Promotions
consumer: samples, coupons, premiums, price-offs, etc.
trade:discounts, push money, etc.
Distribution
Logistics
Channel designs
Multiple flows: product, finance, information, title
Quality Designs
Marketing Mix - 4 Ps
Price
Psychological vs. economic considerations
Goals
Profits - short vs. long-run
Market share
Quality signal
Strategies
Skim - no imminent demand
Penetration - competition likely; quick build market share
Methods
Cost-plus -- used much in retailing
Breakeven -- popular in manufacturing
Price must be consistent with CBP
Quality Designs
Total Quality Management
ISO 9000, 9001, 9002
Auto Industry standards
More than just the product
Baldridge Awards
Leadership
Information & analysis
Strategic quality planning
Human resource use
Quality assurance of products & services
Quality results
Customer satisfaction