UME1421:Product Design and

Development

Unit 1

Case Study 2 on Product Life Cycle

 Unit – I

Introduction: Classification/ Specifications of Products-

Product life cycle. Product mix- Introduction to product
design- Modern product development process- Innovative
thinking - Morphology of design

Course Outcome

On Successful completion of Unit 1 students will be able

to understand the basics of product design, product
development process and morphology of design

2 v 1.0
 Lecture Plan and Reference
Lecture Topic Pg no:
Number
1 Introduction  
1-10
2 Classification/ Specifications of Products 91-114 
3 Product life cycle Refer Study
Material 
4 Introduction to product design 1-10
 
5 Modern product development process 11-32 
6 Modern product development process 11-32 
 
7 Innovative thinking Refer Study
Material 
 
8 Morphology of design Refer Study
Material 
 

Reference Text Book

Karl T Ulrich, Steven D Eppinger, Product Design & Development,
Tata McGrawhill, New Delhi 2003

3 v 1.0
4
K.C.CMS 2013
 INTRODUCTION TO
WOODLAND
• Aero club launched Woodland shoes in 1992.
• Woodland stands for spirit of adventure. These shoes
have been advertised to communicate this spirit.
• Woodland has successfully brought together the power of
the human will and the rewards of the discovery.
• Woodland product push the boundaries of innovation so
that the customer can explore new product , style and
innovative design. It has mainly focused on trekking
shoes.
• Inspired by nature, woodland design helps its customer
to face the challenges thrown up by mother nature .
Therefore Ad’s made the Woodland be called as the
SUV
of Indian shoes.
•
The woodland tree logo defines the spirit of adventure
and its commitment of environment .woodland itself is
very unique in its category. woodland product is available
through 300plus exclusive stores 3000 plus multi brand
5 outlet across the globe. v 1.0
 PRODUCT LIFE
CYCLE

Establishment

•1960:Aero club started as a small manufacturing

unit in Delhi.

•1962 : They ventured into retailing with an

outlet at a prime location in Delhi.

•1972: They set up the first fully mechanized

modern shoe factory in India (with German
machinery) to augment existing capacities , in
view of the growing export demand.

6 v 1.0
 PRODUCT LIFE CYCLE
(CONTD.)

Growth
•Later in 1992 the company launched Woodland brand and acquired
winter boot factory in Quebec , Canada to cater to the Canadian and U.S
markets.
•In 1994 commissioned manufacturing plant for Reebok for export to
U.S.A.
•In 1997 commissioned manufacturing unit for apparels , adding to the
range of Woodland product.
•In 2002 Woodland become a national leader in premium category
shoes
, apparels and accessories.
•Later in 2007 total no. of exclusive showrooms targeted to touch the
200 marks.

7 v 1.0
 PRODUCT LIFE CYCLE
(CONTD.)

Maturity

•Quality worth the money spent on Woodland shoe.

•Very trendy and fashionable.

•Long and durable.

•Padded layers to provided comfort.

Decline
Few years a back Woodland decided to open their store in Tier 1 and Tier 2
cities. It opened a store each in the retail high streets of Jaipur and Udaipur,
both well known, well to do cities, but the store flopped. There just
weren't enough buyer and had to shut so Woodland decided to stay far
away from smaller cities for few couple of years.
8 v 1.0
 Product Life Cycle
Curve
GROWTH (E.G. SALES, VOLUMES)

LAUNCH

DEVELOPMENT

TIME
INTRODUCTION GROWTH MATURITY DECLINE

9 v 1.0
 Product Life Cycle Curve

MATURITY
1.1.TbrTb.GaG .rnbeadbncdeocmomeseslolyoayl
2. lume peaks and
at2.
loSotatS
htleaheelsesvovolume peaks
GROWTH and
mrm
re aearcaakhrceekhtdesedtastautru
3. n competitors
1. Costs reduced due to 3.InaIrctnairocitenronaiesssi aeseiin
1. Costs reduced due to enetnetreirnigngthtehem
2. e ceocnoonmomei isesofofscs 4.competitors
4.PrPirciecsestetnedndtotodrdorpop

3.
2.SasiSsglaienlgsiesnvfiofvclioauclnmatum
a c l a e le
nlyeylt
gins to
thtareahekprrepkotretloifilefreartai
m
dudecouectomtoompepteinitgngprpor DECLINE
einPriircPrnsoirrecfseeoriafteaes
3. itsases
baiblitlyitybebegi 5.5.BoBitnraornnof adofnddidfiffefrernetnai titai
4.ns to c awareness fe
dofauedtcauuttcrsusteredidvievresrisfif 1.1.InInthtihsistsatgaegecocnosnusmum
INTRODUCTION 4.PniuiPcnburclberilic
a
awareness
eses
aes
begins to
otinon emanem adphndpahsaisziezdedtoot mmaia
icniiaccntracioeitrnaoensisasiesemmarakre
interest
interestininthe
ererlolsoeses
thebrand.
brand.
5.5.CComompepteoit tinon nitnatianni oror
inicnrceraesaesewwithhti a ktesthsahraeer
1.1. begins
neentw
es saew
to
tbplalpbaisliy lhaseihynigng
m afe f w
ar e
wk e t
In cmr ae ar sk eet d co m p
CCoslaunched
otlaunched
ssst araerevevreyryhihgihgh 6.6. rleIesanrsindcni sr etoa prs ied c om
l e a ds to p
2.2. epdteeditioceitnrconerae
4.4. rciece
NNewewdedseisgingsnsofofshsoheose saeses
DDem toeotmtran adndhahsastoot bebecrceraetaetded
tyrythteheprpordo
saraere
6.
5.6.
5. u c t
d u ct
M
C
3.C Musaktaeoksmesnoenor ms mhaonv
oeenyteo
yatbaethtpirhsosi stm
3. u s t om e sr h a ve ot be p r o
Lapttgitptaeletgdeeedor no co m pe t itio n
sm
L i t elt or no c om p e it on

TIME

Sources:
 7 P’S OF WOODLAND
SHOE
Product: Woodland as a company finds out what customer need or want and then
develop the right product, with the right level of quality to meet those needs
now and in the future. Woodland shoe provide value to the customer.
Woodland shoe gives their customer what they want and not what the company
thinks they want.
Price: Woodland shoe is worth what customer are prepared to pay for it.
Woodland thinking of price as ‘cost’ to the customer helps to underscore
why it is so important. Pricing positions of woodland shoe in market place is
the more they charge, the more value or quality customer is expecting for
their money.

I am
tough by
birth!!

11 v 1.0
 7 P’S OF WOODLAND
SHOE
• Place: Woodland shoe outlet where customers
buy a product, and the means of distributing their
product at that place, is very appropriate and
convenient for the customer. Woodland shoes
are available in the right place,
at the right time and in the quantity, while
keeping storage, inventory and distribution costs
to an acceptance level.
• Promotion: Woodlands shoe promotion is the way
in which company communicates what is dose
and what in can offer customer. It
12
includes the activities such as branding,
v 1.0
 7 P’S OF WOODLAND
SHOE
People: The people in this context are the management, employees of the
shop who have to be well trained so that the customer feels friendly
to come again for shopping, and also the customers are people.
Process: The process of giving a service, and the behavior of those who
delivers are crucial to customer satisfaction. Customers are not interested
in the details how your business runs. What matter to them is that the
system works.
Pace: It’s a speed of the product how the market adopts the Woodland Shoes.
The demand of the woodland shoe in metro cities and followed by Tier 1
and Tier 2 cities. The distribution level of the Woodland shoe is also very
high .

13 v 1.0
 The
The seven
seven p’s
p’s
The quality of the Woodland shoes, the design the
PRODUCT
PRODUCT physical aspects are the features that talks about the
product
The various places where the product is available,
PLACE
PLACE
such as the retailer, the whole seller, the internet,
multi- channel, etc.
The amount or price at which the product is available
to own it. The price should be not too high nor too
PRICE
PRICE low, it should be valuable to the customer who will
purchase it.
The advertisement of the brand on various mediums,
PROMOTION
PROMOTION such as TV, radio, internet, offers, discounts,
endorsements, free gifts. Etc.
The people in this context are the management,
PEOPLE employees of the shop who have to be well trained
PEOPLE so that the customer feels friendly to come again for
shopping, And also the customers are people
The entire process in which the product is being
PROCESS
PROCESS manufactured, the way it is being displayed in the
retail outlets, etc. are the major components .
Speed of the market introduction and acceptance of
PACE a product.
PACE
 Marketing information
system

• Marketing research : It helped to solve the specific marketing problem

of the woodland company i.e. 1 Tier and 2 Tier did not accept the
product when it was launched.
• Marketing decision support system : Woodland has always been an
outdoor and adventures brand with close association with nature and
environment . By changing over its entire range of shoes and apparel
quality eco-friendly product.
• Marketing intelligence : Woodland is planning to invest about Rs. 10
Crore to set up three new plant and to double there production capacity
to 20000 shoes per day..

15 v 1.0
 Thank You

16