Product Design and Development Process by Lumium

About Lumium

Lumium is a creative consulting firm that delivers 'Vertical Integration'; excellent experiences in research, strategy, design, and enginering helping us realize innovation, products, service, and experiences in a timely fashion for their global customer.

With over 250 products across 27 categories, their works spans a broad spectrum of industries: Medical & healthcare, telecomunications, consumer electronics, home appliances, retail, packaging, exhibition, lifestyle & furniture, smart devices, automation, etc. 

Steps of product design and development process by Lumium:

• Research
  - Primary and secondary research
  - Gap analysis
  - Competition & trends
  - Design language system (DLS)
• Ideation
  - Brainstroming
  - Concept generations
  - Mock-ups
• Industrial Design
  - Product detailing
  - Ergonomics
  - Usability & Heuristics
  - Styking & DLS application
• Mechanical Enginering
  - Concept enginering
  - Material & process research
  - DFM/DFA
  - Testing, verification, & validation
• Embedded Enginering
  - Firmware & hardware design
  - UI programming
  - Algorithm & logic development
  - Schematic & PBC layout
  - Testing and debugging
• Prototype
  - Design verification
  - Assembly & fitment check
  
• Manufacturing Support
  - Vendor & supplier qualification
  - Vendor Coordination

Lumium Manufacturing Support to China

• Product Testing
  - Testing in real environtment
  - Third party inspection & certification
  - Finite element analysis (FEA)
• Product Packaging Design
  - Branding & graphics
  - Communicate through strategic visual cues
  - Structural packaging & enginering
  
• Product Animation- Engage Audiences with 3D Animations
  - Technical, promotional, architectural, medical, and e-learning

Review Chapter 8

Products, Services, and Brands.

Products

    Product is anything that can be offered to market for attention, acquisition, use or consumption tat might satisfy a want and need. Products include more than just tangible objects, such as cars, computer, or mobile phones. Broadly defined, products also include service, events, persns, places, organizations, ideas, or mixture of these.

Services

    Services are a form of product that consist of activities, benefits, or satisfaction offered for sale that are essentially intangible and do not result in the ownership of anything. examples include banking, hotel, airline travel, retail, wireless communication, and home-repair service.

Product and Service Classification.

    Product and service fall into two broad classes based on the types base on comsumers that use them: consumer products and industrial products.

Consumer Product

Consumer products are products and service bought by final consumers for personal consumption. Marketers usually classify these products and services further basd on how consumer go about buying them. Consumer products include convenience products, shopping products, speciality products, and unsought products.
    Convinience product are consumer products and services that costumers usually buys frequently, immidiately, and with minimal compariso buying efforts. Example: laundy, detergent, candy, magazine, and fast food.
    Shopping products are less frequently purchased by costumer and services that costumers compare carefully on suitability, quality, price, and style. When buying shopping products and services consumers spend much time and effort in gathering information and making comparison. Examples include furniture, clothing, used cars, and major appliances.
    Speciality products are consumers products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make special purchase effort. Examples include specific brand of cars, high-priced photography equipment, designer clothes, and gourmet food.
    Unsought products are consumers products that the consumers either does not know about or knows but does not normally consider buying. Most major new innovations are unsought until the consumers become aware through advertising. Example include life insurance, preplanned funeral and blood donation to red cross.

Industrial Product

Industrial products are those products purchased for further processing or for use in conductuing a business. Thus, the distinction beetween a consumers product and an industrial products is based on the purpose for which the product is purchased. If a consumer buys a lawn mower for use around home, the lawn mower is a consumer products. If the same consumers buys the same lawn mowerfor use in a landscaping business, the lawn mower is an industrial products.

Brands

Brand is a name, term, sign symbol, or design, or a combination of these, tat identities the products or services of one seller or group of seller and differentiates them from those competitors.  Consumers view brand as an important part of a product, and branding can add value to a consumer's purchase. Customers attach meanings to brands and develop brand relationships. As a result, brand have meaning well beyond the roduct's physical attributes. for example, coca cola.

Profil Warkop Keudee Gapi

PROFIL PENGUSAHA

Nama              : Fihaldun

TTL                 : Aceh Besar, 02-05-1975

Umur               : 38 tahun

Jenis kelamin  : laki laki

Profil Usaha

Warung kopi yang letaknya di Jalan Lambaro Angan Desa Lieue Kec. Darussalam ini didirikan pada tahun 2005. Warung kopi ini tidak memiliki nama resmi dikarenakan warung kopi ini letaknya di desa. Maklum saja, biasanya warung kopi di desa memAng tidak memiliki nama akan tetapi orang orang tetap menyebutnya dengan nama "Keudee Gapi" karena orang orang sering memanggil pemiliknya dengan nama Gapi.

Letak Warung kopi ini bisa dibilang cukup strategis, karena letaknya disamping jalan. Sehingga memudahkan para pemuda desa untuk mampir sehabis pulang kerja karena mereka memalui jalan tersebut. Warung kopi ini bisa dibilang cukup ramai, karena rata rata pelanggannya adalah pemuda desa. Biasanya para pemuda memenuhi warung kopi pada malam hari, apa lahi ketika ada siaran pertandingan sepak bola.

Sama seperti warung kopi yang lainnya produk yg ditawarkan antara lain beberapa macam minuman sachet, kpo, teh, sirup, kue, mie instan rebus, nasi bungkus dan macam macam cemilan lainnya. Omzet yg didapat kurang lebih 250 ribu per hari, dikurangi dengan biaya lain lain. 

Jika ditanya masalah harga, harga minuman yang ditawarkan di warkop ini bisa dibilang murah, karena berbeda dengan warung kopi di kota yang menawarkan berbagai fasilitas, seperti wifi, dan sebaginya. Berikut ini foto dari Keudee Gapi : 

McDonald's: A Customer-Focused "Plan to Win" Strategy

     Ray Croc, a 52 year old salesman of milkshake-mixing machines, set out on a mission to transform the way Americans eat. in 1955, Kroc discovered a string of seven restaurant owned by Richard and Maurice McDonald. He saw the McDonals brothers' fast-food concept as a perfect fit for america's increasingly on-the-go, time-squeze, family-oriented lyfestyle. Kroc bought the small chain for $2.7 million, and the rest is history.
    From the start, Kroc preached a motto of QSCV- quality,service,cleanliness, and value. These goals became maintays in McDonald's corporate and marketing strategy. By applying these values, McDonald's grew quickly to become the world lagest fast-feeder. The fast-food giant now serves more than 68 million customers each day through more than 33000 restaurant in 118 countries, racking up system-wide sales of more than $85 billion annually.
    In the mid-1990s however, McDonald's fortunes began to tun. The company appeared to fall out of touch with customers. American were looking for fresher, better-tasting food and more contemporary atmospheres.
    To fix the problem, the company tried new product, everything from pizza to toasted deli sandwich (both failed). It continued opening thousand of new restaurant each year, but the new operation suffered from the same malaise as already existing ones.
     In early 2003, McDonald's announced a new strategic blueprint- what now calls its "Plan to Win". At the heart of this strategic plan, was a new mission statement that refocused the company on its customers. No longer satisfied with being " the world best quick-service restaurant,"  McDonalds changed its mission to "being our customers' favorite place and way to eat". In line with the new mission, the company built its Plan to Win around five basics of an exceptinal customer experience: people, products, place, price and promotion.
     Under the Plan to Win, McDonald's got back to the basic business of taking care of customers. The goal was to get "better, not just bigger". The company halted rapid expansion and instead poured money back into improving the food, the service, the atmosphere and marketing at existing outlets. To make customer experienced more convenient, McDonalds store now open earlier to extends breakfast hours and stay open longer to serve late-night dinner- more than one-thired of McDonald's restaurants are now open 24 hours.
    Fast-food giant McDonald's knows the importance of good strategic and marketing planing. Thanks to its new Customer-focused strategic blueprints-called the Plan to Win-customers and the company alike once again humming the chain's catchy jingle, "i'm lovin' it".

Chapter 2

Review Chapter 2

Company and Marketing Strategy

Company-Wide Strategic Planing: Defining Marketing's Role

    Strategic Planning is process of developing and maintaining a strategic fit between the organization's goal and capibilities and its changing marketing opportunities.The focus of strategic planning is to find to game plan for the long-run survival and growth that makes the most sense given its specific situation, opportunities, objectives, and resources.

    Steps in Strategic Planning:

1. Defining Market-Oriented Mission
       An Organization exist to accomplish something, and this purpose should be clearly stated. Forging a sound mission begins with the following  question: What is our business? Who is the costumer? These simple questions are among of the most difficult the company will ever have to answer. Succesful companies continuously raise these question and answer them carefully and completely.
       Many organizations develop formal mission statements that answer these questions. Mission statement is a statement of the organization's purpose- what it want to accomplish in the larger environtment. A clear mission statements acts as an "invisible hand" that guides people in the organization.
2. Setting Company Objectives and Goals
        The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them.
3. Designing the Business Portofolio
        Guide by the company's mission statement and objectives, management now must plan its business portofolio. Business Portofolio is the collection of business and products that make up company. The best business portofolio is the one that best fits the company's streghts and weakness to opportunities in the environtment.
        Business portofolio planning involves two steps. First, the company must analyze its current business portofolio and determine which business should recieve more, less, or no investment. Second, it must shape the future portofolio by developing strategies for growth and downizing.
4. Planning Marketing and Other Functional Strategies
        The relationship of marketing to the other business function is often misunderstood.
   - Marketing alone can not produce superior value for the consumer. All company departments must work together to accomplish this.
   - Each department is a link the value chain ( a major tool for identifying ways to create value for the costumer)
   - A company's value chain is onl as strog as the weakest link.
   - Marketers are challenged to find ways to get all departments to "think costumer".
   in its search for competitive advantage, the firm needs to look beyond its own value chain and into the value chains of its supplier, distributors, and ultimately costumers. This "partnering" will produce a value delivery network.
   
   

Customer-Driven Marketing Strategy

Market Segmentation

     The market consist of may types of cotumers, products, and needs. The marketer must determine which segments offer the best opportunities. Consumers can be grouped and served in various ways based on geographic, demographic, psychographic, and behavioral factor. The process of deviding a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing program, is called market segmentation.
 

Market Targeting
     After company has defined its market segment, it can enter one or many of these segments. Market targeting involves evaluating each market segment's attractiveness and selecting one or more segment to enter. A company should target segments in which it can profitability generate the greatest costumer value and sustain it over time.

Market Potitioning
     Market potitioning is arranging for a product to occupy a clear, destinctive, and desirable place relative to competing products in the minds of target consumers.

Market Differentiation

     Marketing differentiation is an actual differentiating the market offering to create superior customer value.

     

Review Chapter 1

What is Marketing?
     Marketing atau pemasaran adalah sutau proses manejerial yang membuat individu mendapatkan apa yang mereka butuhkan dan inginkan dengan cara menciptakan, menawarkan, dan menukarkan produk atau jasa kepada pihak lain.
  

Customer Needs, Wants, and Demands

• Kebutuhan
      adalah tuntutan dasar yang sangat dibutuhkan manusia untuk mempertahankan hidup, seperti pangan, papan, dan sandang.
• Keinginan
      adalah bentuk kebutuhan yang dihasilkan oleh budaya dan kepribadian individual. Keinginan digambarkan dalam bentuk objek yang akan memuaskan kebutuhan mereka atau suatu hasrat akan produk yang spesifik. Biasanya kebutuhan itu menyangkut barang-barang mewah. Semakin maju suatu zaman, maka keinginan suatu individu datau kelompok akan semakin luas.
• Demands
      adalah permintaan atau suatu keinginan manusia akan produk tertentu yang dibatasi dengan kemampuan dan ketersediaan bahan baku.

Marketing Management

     Manajemen pemasaran adalah suatu proses atau usaha untuk merencanakan, mengorganisir, mengawasi dan mengatur kegiatan pemasaran dalam suatu organisasi untuk mencapai tujuan secara efektif dan efisien.

Customer Value and Satisfaction
    Dalam hal ini, biasanya konsumen konsumen memiliki persepsi sendiri mengenai nilai yang melekat pada barang dan jasa yang ingin mereka beli. Nilai bagi pelangagan adalah selisih antara biaya total suatu produk dengan nilai total yang dinikmati pelanggan tersebut. Sedangkan kepuasan pelanggan tergantung pada kinerja produk dalam memberikan manfaat atau nilai terhadap harapan pembeli.bila kinerja produk tersebut meleihi harapan maka pembelinya akan merasa puas.

Marketing Management Philosophies
     Menurut Kottler ada 5 konsep Pemasaran, yaitu:

       -Konsep Produksi
       -Konsep Produk
       -Konsep Penjualan
       -Konsep Pemasaran
       -Konsep Pemasaran Berwawasan Sosial

Pertemuan 1

Manajemen Pemasaran

     Manajemen pemasaran dalah suatu usaha untuk merencanakan, implementasi (mengorganisaikan, mengarahkan, mengkoordinir), serta mengawasi dan mengendalikan kegiatan pemasaran suatu organisasi agar tercapainya tujuan organaisasi secara efektif dan efisien.

Manajemen pemasaran juga memiliki konsep 4P yang disebut juga Marketing Mix, yaitu:

1. Product
   yaitu sesuatu yang ditawarkan oleh perusahaan kepada konsumen baik barang ataupun jasa.
   contoh : makanan, minuman, mobil, jasa pengacara, jasa potong rambut, dll
   
   
2. Price
   yaitu jumlah uang yang harus dikeluarkan oleh pelanggan untuk memperoleh produk tersebut.
   
   
3. Promotion
   adalah berbagai kegiatan perusahaan untuk mengkomunikasikan dan memperkenalkan produk pada pasar sasaran.
   Variabel promosi meliputi antara lain : Sales Promotion, Advertising, Sales Force, Public Relation dan Direct marketing.
   
   
4. Place
   tempat (Penempatan), ini tidak hanya mencakup tempat di mana produk ditempatkan, semua kegiatan yang dilakukan oleh perusahaan untuk menjamin ketersediaan produk yang ia tot ditargetkan pelanggan. Ketersediaan produk di tempat yang tepat, pada waktu yang tepat dan dalam kuantitas yang tepat sangat penting dalam keputusan-keputusan penempatan.