NPD is a structured and proven approach of developing and launching new products and services in the market “first time right”. Our approach for NPD spans from understanding the needs of the market to designing suitable processes and the structure, to successful launching for targeted revenues. Crashing “time to market” is the key driver for the NPD process.
Systematically capturing customer’s voice and deploying the same effectively in processes ensures substantial reduction in costs, time and resources for developing new products and services while achieving high success rate in the market.
Strategic Linkage of NPD to Business Strategy
Market Opportunity Assessment
Voice of the Customer - Quality Function Deployment
Life Cycle Management
Risk Management
Growth through New Products
F’2000 survey of over 800 companies covering over 26 industry sectors reveals that companies generating 80 % of their revenue from new products have doubled their market value over 5 years. It is no wonder then that the world’s best organizations are focusing on New Product Development (NPD) as the key driver for quantum growth and profitability
Time as the key driver
To excel on “Time to launch”, the challenge is to bring about intelligent bottleneck management as well as effective functional & cross-functional linking of developmental resources. Delays in the NPD process can wipe out significant amount of potential shareholder value from the New
Product:
Is your NPD process designed to deliver this speed?
Managing Risks
There are several risks, which unless managed properly, can either lead to limited success or object failure resulting in devastating impact on the company’s revenues & its brand credibility.
Is your NPD process geared to mitigate this risk?
ECS Approach
NPD as a Key business process having direct linkage with strategy & business plan
Six Sigma quality & excellence built into the process
Effective fuzzy front-end process to capture ideas from all possible sources so that good ideas are not lost
Suitable tools and techniques integrated at each stage to ensure high product quality at high speed & low development cost
Cross-functional integration in the end-to-end NPD process
Alignment of Structure to the NPD process
Use of various techniques such as Large Scale Interactive Process (LSIP) to positively impact the organizational climate, overcome the inherent resistance of people, enable speedy diffusion of the new process, and to create ownership and facilitate institutionalization of all the benefits
Focus on program management to facilitate organization wide application & institutionalization
Methodology: The Road to Quality in NPD has been broken down into five critical phases - Define, Customer, Concept, Design and Implement.
Our approach to NPD combines appropriate tools and techniques to excel on Time, Quality and Cost.
QFD helps identify the customer ’s needs & deploys the customer ’s voice in the process through ‘CTQ’ & ‘CT P’ metrics - which are part of the Six Sigma measurement system.
AHP involves involvement of end customers in quantitative determination of the relative importance of the various customer needs. This minimizes the bias of just using our judgment to fix the weightages for the customer needs.
CTQs are performance requirements of the customers (this includes all stakeholder s such as end users, regulatory agencies, top mgmt, employees etc.) from end to end NPD process.
CTPs act as design variables - the specifications for CTPs get dictated by the CTQ targets which in turn influence the associated sub-process.
3R Analysis is used to evaluate the pipeline at critical junctures and prioritize the products so as to maximize the returns from the entire portfolio. It lends credibility by enabling data based decision-making.
Phase Gates are exit criteria for each phase and help to assess Quality from business and technical points of view to make critical Go Ahead / Rework / kill decisions.
DOE facilitates structured experimentation to optimize the variables in order to make the process deliver optimum results.
FMEA involves analysis of potential failure modes & the resulting impact - this enables proactive risk mitigation strategies to be integrated into the NPD process.
MORSE Analysis helps looking at the aspects of Maintainability, Operability, Reliability, Safety, Environmental friendliness & Economy of resources while commercializing new products. Thus it facilitates building manufacturability into the process right from the early stages of development itself.
ECS brings the proven Design for Six Sigma (DFSS) methodology to help develop a capable and performing process that drastically cuts the cycle time as the rework is eliminated and coordination improves. The methodology uses several tools and techniques at various stages to bring in objectivity, data orientation and help in collective decision-making.
We have worked with Industry leaders to help deliver exceptional tangible and intangible benefits in the area of NPD including Pharmaceuticals & Life Sciences, Automotive and Ancilliaries, Chemicals and Fertilizers, Light manufacturing, Consumer goods, Agrochemicals, to name a few.
The typical benefits accrued to our clients have been:
