What Success Looks Like in New Product Development
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The topic was delivered by Mr. Gopi Shankar, Chief Engineer – MBP Trucks, Ashok Leyland, Chennai.
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What Success Looks Like in New Product Development
- 1. Knowledge Partner Fhyzics Business Consultants Pvt.Ltd. Mr. Gopi Shankar Chief Engineer – MBP Trucks, Ashok Leyland, Chennai What Success Looks Like in NPD
- 3. What Success Looks Like in NPD?
- 4. 4 NPD – New Product Development What Success looks like in NPD When do you celebrate a NPD as success What attributes decide that NPD is success
- 5. 5 NPD – New Product Development
- 6. 6 NPD – New Product Development External Facing: • Products closer to customer need • Regulatory requirements • BS6 emission • Truck Code • More competition => Pricing pressure Internal Facing: • Increase capacity without added investments • Capture higher percentage of lifecycle expenses => better profitability • Design cost, Validation, Inventory, production overhead, spares, service Success has two sides of a coin!
- 8. 8 NPD – New Product Development External Facing: • Products closer to customer need • Regulatory requirements • BS6 emission • Truck Code • More competition => Pricing pressure Internal Facing: • Increase capacity without added investments • Capture higher percentage of lifecycle expenses => better profitability • Design cost, Validation, Inventory, production overhead, spares, service Success has two sides of a coin!
- 9. 9 NPD – New Product Development External Facing: Capturing Customer Requirements is the key to NPD success Load Segment Tonnage Payloads - Tons Speed Kmph TAT / pickup (Comments) Comm ents on TAT Require ment Road condi tion % Runn ing km/d ay Target Fuel Efficien cy (in kmpl) Loading span (ft/cub m/ KL) Tyre Spec Loadin g Platfor m Height from the road (in mm) Ambie nt Temp Range Annual TIV Min Max Max Cruisin g speeds Acceler ation 0-30 Acceler ation 30-60 Bad Operational Requirements : sample
- 10. 10 NPD – New Product Development External Facing: Feature Requirements : sample Engine Power and Type Transmission Type Load Body Size Front Suspension Type Rear Suspension Type Fuel Tank Size Tyre Electrical Architecture Telematics Differential Lock Rear Axle Reduction Type Axle Wheel End ABS Brake Type Wheel Rim Anti Roll Bar - Front Must Have May Have Flipdown Berth - Day Cab Sleeper Berth Seat - Driver Seat - CoDriver Cab Floor Carpet Music System Optional
- 12. 12 NPD – New Product Development External Facing: • Products closer to customer need • Regulatory requirements • BS6 emission • Truck Code • More competition => Pricing pressure Internal Facing: • Increase capacity without added investments • Capture higher percentage of lifecycle expenses => better profitability • Design cost, Validation, Inventory, production overhead, spares, service Success has two sides of a coin!
- 13. 13 NPD – New Product Development Key Drivers: ➢ Robust Development Process ➢ Efficient Team - Organization structure and co-location ➢ Front-loading - constant scrum cycle ➢ Digital environment
- 14. 14 NPD – New Product Development Typical Internal development process
- 15. 15 NPD – New Product Development Typical Internal development process
- 16. 16 NPD – New Product Development Typical Internal development process DFA / DFM DFMEA ORT Parts Quality Design CROSS FUNCTIONAL TEAM
- 17. 17 NPD – New Product Development Cross Function Team: ➢ Co-location ➢ Key members from various functions ➢ Aggregate teams
- 18. 18 NPD – New Product Development DR Engineering Review Governing Council Review Chief Engineer / Group Head Review Zonal Review Strong Governance Mechanism is important
- 19. 19 NPD – New Product Development Front Loading Scrum Methodology : • Scrum emphasizes decision making from real- world results rather than speculation. • Time is divided into short work cadences, known as sprints, typically one month long . . .
- 20. 20 NPD – New Product Development Digitalization: • Scrum emphasizes decision making from real-world results rather than speculation. • Time is divided into short work cadences, known as sprints, typically one month long
- 21. 21 NPD – New Product Development Typical success in internal facing are : • Lower Takt time • Lower BOM cost • Part complexity reduction
- 22. 22 NPD – New Product Development What Success looks like in NPD ✓ Success in External Facing ✓ Success in Internal Facing ✓ Customer requirements met ✓ Better than Competition ✓ Efficient Operation ✓ Lower cost ✓ Lower complexity
- 23. Thank you