Assg 2_creating Consept (1)

7/28/2019 Assg 2_creating Consept (1)

1/29

1 Universitas Indonesia

CHAPTER V

GENERATING CONCEPT

VI.1. Sources of Ideas

These ideas to make the best concept design are generated by all members of

product development team by considering the representatives who have made, used

and been frustrated by the existing product. The other sources of ideas are:

1. ConsumersThese ideas come from the answer or our questioners that we got before to gain

the consumers need for our Anti-Cholesterol Drug Made from Herbs.

2. LiteraturesLiteratures such as patents, books, and journals are used to give us some

information about current product and how do we need to do to make our

product have the best performance.

3. Product expertsProduct experts are the lecturer and their assistant who have some experience in

chemical product design. They give us some advices to generate the best

performance product design.

VI.2. Collecting The Ideas

After knowing the specifications of the product and doing benchmarking with

some competitor products, now we can generate some ideas underlying concept

design of our product. According to the literature, the best product is made from a lot

of concept ideas. In this chapter, we collect a lot ideas of our product. Collecting

ideas to make the best performance of Anti-Cholesterol Drugs Made from Herbs is

done through some steps. These steps help us to have an systematic way of thinking

to get the best product.


2/29

2

Universitas Indonesia

Figure 5.1. Scheme of Creating Concept

V.2.1. Step 1: Problem Decomposition

To generate the ideas we need to clarify the problem of out chemical product

design. First, break the problem into some sub-problems.

Anti-Cholesterol Drugs Made from Herbs

1 2

1. Anti-Cholesterol DrugSome problems that would come up from this sub-problem are:

a. What is the meaning of anti-cholesterol drug?b. What is the function of anti-cholesterol drug?c. How the mechanism of drug to lowing cholesterol level in blood?d. Mention the kind of drug dosage forms and how to use that kind of drug?e. What are the side effects of consuming anti-cholesterol drug?f. What are criteria or condition of dozing a anti-cholesterol drug?

2. Made from HerbsSome problems that would come up from this sub-problem are:

a. What is the meaning of herbs?b. Mention some herbs that can lower cholesterol level!


3/29

3


c. What substance that is contained in herbs which can lower cholesterol level?d. What are additional functions of herbs in anti-cholesterol drug?

In addition of sub-problems above, we need to consider about other problem that

relate to our product. Those are:

What would happen if people with high level of cholesterol who do not consumeany drug to lowing the cholesterol level?

a. They need to maintaining dietb. Easy to have dizzyc. Frequent feel achy bodyd.

Need to maintain the emotional stability

What are the side effects by consuming anti-cholesterol drug which is not madefrom herbs?

a. Sleepyb. Palpitationc. Kidney damaged. Nauseae. Low bioavailabilityf. Liver damage

V.2.2. Step 2: Existing Ideas Concept

These days, there are so many research and technology advances in the field

of pharmaceutical. Medication for lowering cholesterol level can be done in many

ways and by many optional drugs. One of cholesterol-lowering drug that is widely

used is chemical compound statins and derivatives. These existing product concept

are arranged from various sources, those are journals, articles, books, patents and

from visual observation of some cholesterol-lowering drugs which already on the

market. Some existing products that related and used for concept generating are:


4/29

4


1. Simvastatin

Simvastatin is a lipid-lowering agent that is derived synthetically from a

fermentation product ofAspergillus terreus. After oral ingestion, Simvastatin, which

is an inactive lactone, is hydrolyzed to the corresponding -hydroxyacid form. This

is an inhibitor of 3-hydroxy-3-methylglutaryl-coenzyme A (HMG-CoA) reductase.

This enzyme catalyzes the conversion of HMG-CoA to mevalonate, which is an early

and rate-limiting step in the biosynthesis of cholesterol.

Simvastatin is butanoic acid, 2,2 - dimethyl - ,1,2,3,7,8,8a - hexahydro - 3,7 -

dimethyl - 8 - [2 - (tetrahydro - 4hydroxy - 6 - oxo - 2H - pyran - 2 - yl) - ethyl] - 1 -

naphthalenyl ester, [1S-[1,3,7,8(2S*,4S*),-8a]]. The empirical formula of

Simvastatin is C25H38O5 and its molecular weight is 418.57. Its structural formula

is:

Figure 5.2. Structural Formula of Simvastatin

Simvastatin is a white to off-white, nonhygroscopic, crystalline powder that is

practically insoluble in water, and freely soluble in chloroform, methanol and ethanol.

Tablets Simvastatin for oral administration contain either 5 mg, 10 mg, 20

mg, 40 mg or 80 mg of Simvastatin and the following inactive ingredients: ascorbic

acid, citric acid, hydroxypropyl cellulose, hypromellose, iron oxides, lactose,

magnesium stearate, microcrystalline cellulose, pregelatinized starch (maize), talc,

and titanium dioxide. Butylated hydroxyanisole is added as a preservative.

Simvastatin 10mg, 20mg, and 40 mg contain red and yellow ferric oxide.

Simvastatin 80 mg contains red ferric oxide.


5/29

5


US Patent Application Publication No: US 2008/0300233 A1

This is a patent which contain Pharmaceutical Composition Comprising Simvastatin

and Ezetimibe. This patent also used to make benchmarking between existing

product simvastatin and own product. Composition of simvastatin is shown in Table

IV.4.

2. Atorvastatin or Lipitor

Lipitor is a synthetic lipid-lowering agent. Atorvastatin is an inhibitor of 3-

hydroxy-3-methylglutaryl-coenzyme A (HMG-CoA) reductase. This enzyme

catalyzes the conversion of HMG-CoA to mevalonate, an early and rate-limiting step

in cholesterol biosynthesis.

Atorvastatin calcium is [R-(R*, R*)]-2-(4-fluorophenyl)-, -dihydroxy-5-(1-

methylethyl)-3-phenyl-4-[(phenylamino)carbonyl]-1H-pyrrole-1-heptanoic acid,

calcium salt (2:1) trihydrate. The empirical formula of atorvastatin calcium is

(C33H34 FN2O5)2Ca3H2O and its molecular weight is 1209.42. Its structural

formula is:

Figure 5.3. Structural Formula of Atorvastatin or Lipitor

Atorvastatin calcium is a white to off-white crystalline powder that is

insoluble in aqueous solutions of pH 4 and below. Atorvastatin calcium is very

slightly soluble in distilled water, pH 7.4 phosphate buffer, and acetonitrile; slightly

soluble in ethanol; and freely soluble in methanol.


6/29

6


Lipitor Tablets for oral administration contain 10, 20, 40, or 80 mg

atorvastatin and the following inactive ingredients: calcium carbonate, USP;

candelilla wax, FCC; croscarmellose sodium, NF; hydroxypropyl cellulose, NF;

lactose monohydrate, NF; magnesium stearate, NF; microcrystalline cellulose, NF;

Opadry White YS-1-7040 (hypromellose, polyethylene glycol, talc, titanium

dioxide); polysorbate 80, NF; simethicone emulsion.

European Patent Specification No: EP 2 117 534 B1

This is a patent which contain A Pharmaceutical Composition With A Atorvastatin

In Active Ingredient. This patent also used to make benchmarking between existing

product atorvastatin or lipitor and own product. Composition of atorvastatin or lipitor

is shown in Table IV.5.

3. Pro-Lestor

Pro-Lestor is the example of cholesterol-lowering drug that made from herbs.

Observation of this existing product was mostly done by visualized analysis since

there was still not much article or patent that discuss about this product. Pro-Lestor

are available in form of tea wrapped in paper bags and packed in plastic transparent

bottle. Pro-Lestor contain 100% percent of herbs, such as Guazuma Ulmifolia

Folium, Syzygium Polyantum Folium, Andrographis Paniculata Folium, Persea

Americana Folium, Camellia Sinesis Folium.


7/29


Figure 5.4. Concept Tree of Existing Ideas


8/29


V.2.3. Step 3: New Ideas Concept

New ideas of Anti-Cholesterol Drug Made from Herbs are generate by

creativity and inspired by some theory about drug dosage forms. So that, the new

ideas are prioritizing drug dosage forms which support the best performance of drug

delivery in human body. So, improving product performance is not only done by

formulating the ingredients but also arrange the best form of our product. In addition

of improving performance, these new ideas also considering about simplicity and

how to make drug that easy to use. Moreover, new ideas also cover about packaging

and how to use the product to support the appearance and ease of use.

1. Drug Dosage Forma. Effervescent tablet

Tablet intended to be dissolved or dispersed in water before administration.

Effervescent tablets are uncoated tablets that generally contain acid

substances and carbonates or bicarbonates and which react rapidly in the

presence of water by releasing carbon dioxide.

b. Solid gazetteSolid form like a sheet of candy which very fast dissolved in water just like

melt in mouth.

c. Chewing tabletUncoated tablet easy to dissolve with water in mouth is chewed in the mouth

and usually has a sweet taste.

d. LozengeSolid preparations that are intended to dissolve or disintegrate slowly in the

mouth. They contain one or more medicaments usually in a flavored,

sweetened base. Usually lozenge form is like a medicated candy intended to

be dissolved slowly in the mouth to lubricate and soothe irritated tissues of the

throat.

e. GranuleSmall particle or grain containing a medical substance in a dry mixture

usually made of sodium bicarbonate, citric acid, and tartaric acid that has a


9/29

9


ability to release gas when dissolve in water to produce foam. Granule can be

consumed by dissolving to water or sprinkling over food or even direct used.

f. PasteSemisolid form which contain a little amount of water, viscous and have a

physical form resembling a chocolate paste or toothpaste.

g. GuttaeLiquid preparation such as solutions, emulsions or suspensions intended for

oral or topical using, used with dropper to dripping droplets and has a low

viscosity.

h. SprayLiquid with high vapor pressure properties in a matter of minutes apart by air

or steam jet. Liquid particle of spray may be carried away by flow of air to the

place where the effect lasts.

2. How To Usea. Sucked like candy

This drug can dissolve slowly in mouth and have a good taste.

b. ChewedSolid preparation which has a low hardness and brittle is chewed to help

breaking the solid particle before entering gastric.

c. Sprinkle over foodGranule drug which is formed by small particles or grain and tasteless can be

eaten with food by sprinkling it over the food without change the taste, color,

and smell of food.

d. Dripped to mouthLiquid preparation of drug such as syrup and elixir need a spoon or another

aids to be consumed. But we want to make a liquid drug in small dosage

which dripped into mouth and have a good taste.

e. Sprayed to mouth


10/29

10


This liquid preparation is used in small dosage by spraying with spray bottle

into mouth.

3. Packaginga. Wrapped in plastic-coated aluminium

Wrapped in plastic-coated aluminium is intended to drug which formed like a

candy, paste and this is a disposable packaging so simple to use.

b. SachetSachet is intended for granule and has a size slightly bigger than plastic-

coated aluminium package.

c. Spray bottleSpray bottle is used to keep liquid preparation to be sprayed sometimes. This

bottle has high pressure inside so the liquid drug can be sprayed out of this

bottle.

d. Small plastic boxSmall plastic box is intended to keep solid gazette which sometimes can be

opened to take a dosage and then consumed the drug.

e. Wrapped in soft gelatinSoft gelatin is a package to keep liquid drug which do not consumed with the

drugs but just to dripped the drug.


11/29


Figure 5.5. Concept Tree of New Ideas


12/29

12


V.2.4. Step 4: Combining Existing Ideas and New Ideas

In this step, the existing ideas and new ideas are combined to make one or some new innovative idea which can be the

same, less or better in performance. These combined ideas are arrange in a new concept tree which will be the beginning of

concept selection process.

Figure 5.6. Concept Tree of Combined Existing and New Ideas


13/29


CHAPTER VI

CONCEPT SELECTION

VI.1. Concept Selection

The purpose of this concept selection step is to find some feasible and best

concept idea to proceed in chemical product design will be made. Concept selection

is a step to evaluate all of the concept ideas that have been collected in previews

chapter. There are two steps to selecting one concept idea, including concept

screening and concept scoring. Each of this step is supported by a selection matrix

to simplify the selection process. These two matrixs are used to scoring, ranking and

select one best concept idea. This concept selection process is done by evaluating

concepts, comparing the relative strengths and weaknesses of each concepts so then

we can objectively select one or more concepts for further investigation, testing or

development.

Figure 6.1. Concept Development Funnel

From many concepts derived from existing products, new ideas and combining

existing products and new ideas, we select these concepts in more detail by logical

aspect according shapes, how to consume, and forms of packaging. For example:


14/29

14


Shapes How to consume Packaging Logic/Non Logic

Tablet Drink with water Plastic bottle Logis

Tablet Drink with water Plastic Bottle Logic

Tablet Injected Sachet Non Logic

Capsule Sucked like candy Spray bottle Non logic

Capsule Drink with water Wrapped in an

aluminium

Logic

Syrup Sprinkle over food Spray bottle Non Logic

Syrup Drunk directly Glass bottle Logic

VI.1.1.Concept Screening

Concept screening is a method developed by Stuart Pugh in the 1980s and

commonly called Pugh concept selection (Pugh, 1990). Purpose of this stage is to

minimize the number of concepts quickly and retain the concepts with higher quality

overall. The first step is setting up the selection matrix. Then, the concepts enter on

the top line and the selection criterias included in the leftmost column to the matrix.

Concepts that are included was generated in the previous stage which also have been

through the early stages of elimination by considering the form of the availability of

technology, knowledge of product development and market prospects. While the

selection criterias were selected based on customer needs that have been identified

previously, including the selection criterias based on the needs of companies such as

low manufacture cost or minimum risk in the manufacturing process.

There are three criteria to evaluate performance of each drug dosage form,

which are:

1. BioavailabilityBioavailability is a pharmacokinetic term that describes the rate and extent to

which the active drug ingredient is absorbed from a drug product and becomes

available at the site of drug action. Thus, bioavailability is concerned with how


15/29

15


quickly and how much of a drug appears in the blood after a specific dose is

administered. The bioavailability of a drug product often determines the

therapeutic efficacy of that product since it affects the onset, intensity and

duration of therapeutic response of the drug.

2. PharmacodynamicPharmacodynamics refers to the relationship between drug concentration at the

site of action and the resulting effect, including the time course and intensity of

therapeutic and adverse effects. The effect of a drug present at the site of action

is determined by that drugs binding with a receptor. For most drugs, the

concentration at the site of the receptor determines the intensity of a drugs

effect. However, other factors affect drug response as well.

3. PharmacokineticPharmacokinetics is currently defined as the study of the time course of drug

absorption, distribution, metabolism, and excretion. A drugs effect is often

related to its concentration at the site of action, so it would be useful to monitor

this concentration. Obviously we cannot directly sample drug concentration in

this tissue. However, we can measure drug concentration in the blood or

plasma, urine, saliva, and other easily sampled fluids.

One of some factor that affects those three criteria of drug performance is

drug dosage form. Drug dosage form affects physical and chemical properties of the

active substance that contained in the drug. Some physical and chemical properties

such as solubility, volatility, particle size, density etc. give a huge affect to the

mechanism of metabolism drug in human body.

In addition of drug performance in human body, some criteria to screen the

concept ideas are based on ingredients that are already chosen. This method of

screening process is used because some drug ingredients cannot made into desired

form. For example, we use olive oil as basic ingredient but because of olive oil


16/29

16


texture we cannot make tablet or syrup from this ingredient. This is one of some

factor that affects the manufacture of our product. Will first describe the ingredients

of our product below

1. Olive Oil

Olive oil contains antioxidants that can lower LDL cholesterol without affecting

HDL cholesterol is good for health. Olive oil can be used instead of vegetable or

cooking oil instead of butter for meat splatter. Some studies have suggested using

extra-virgin olive oil, which means that the oil does not go through a lot of the

production process and contains more healthy antioxidants.

2. Red Yeast Rice

Red yeast rice or usually called as angkak contain monakolin K which is

identical to lovastatin (chemical substance that can lowering cholesterol level in

blood by inhibit HMG Ko A). This mechanism of lowering cholesterol level has

been described previously. Red yeast rice also contains water soluble fiber and

unsaturated fatty acid that can absorb fats. Beside of that, red yeast rice also

contains vitamin B complex, magnesium etc. and can used as preservative,

coloring agent, do not caused liver and kidney damage.

3. Coconut Oil

Coconut oil consists of medium-chain fatty acids (MCFAs) or medium-chain

triglycerides (MCT). MCT quickly burned and can even convert stored fat into

energy in the body, leading to weight loss or reduction of cholesterol levels.

4. Avocado

Fats from avocado are not dangerous because it is in monounsaturated fat.

This type of fat can increase good cholesterol (HDL = High Density Lipoprotein)

and lower levels of triglycerides in the blood, in addition to fat avocado can also

keep the body from the damaging effects of bad cholesterol (LDL = Low Density

Lipoprotein). Avocado also contains vitamin A, B complex, C and E.

5. Peanut Skins

Peanut skin contains a phytosterol that it can lower cholesterol and triglyceride

levels, by restraining the absorption of cholesterol from food is circulated in the


17/29

17


blood and reduce the re-absorption of cholesterol from the liver, and maintains

HDL cholesterol.

Concept reference is selected based on most familiar drug dosage form and

widely consumed by many people. So, simvastatine that form in tablet is become the

concept reference. The other concepts that will be screened are arranged in the table

below.

Table VI.1. Concept Screening Matrix

No CriteriaReference

Concept1 2 3 4 5 6 7 8 9 10

1 Pharmacodynamic 0 0 0 + + 0 0 0 - + -

2 Pharmacokinetic 0 0 0 + + + 0 0 + + +

3 Bioavailability 0 0 0 - + + + + - - -

4 Easy to make 0 0 0 + 0 + - 0 + + -

5 Easy to packaging 0 0 + + + 0 0 + 0 0 0

6 Easy to use 0 0 + - 0 0 + + 0 - 0

7 Cost 0 0 0 - - - 0 - 0 0 -

Total + 0 0 2 4 4 3 2 3 2 3 1Total 0 0 0 3 1 1 1 1 2 2 4

Total 0 7 7 5 0 2 3 4 3 3 2 2

Total 0 0 +2 +1 +3 +2 +1 +2 0 +1 -2

Rank - 7 3 5 1 3 5 3 7 5 10

Yes/No - No Yes No Yes Yes No Yes No No No

Table VI.2. List of Concepts

Concept Form How to Use Packaging

Reference Tablet Drink with water Wrapped in aluminum

1 Tablet Drink with water Wrapped in aluminum

2 Coating tablet Drink with water In the bottle


18/29

18


3 Solid gazette Sucked like candy In the small box

4 Guttea Dripped into the mouth In the bottle

5 Paste Sucked like candy In the bottle

6 Capsule Drink with water Wrapped in aluminum

7 Softgel Drink with water In the bottle

8 Granule Dissolved in water Wrapped in aluminum

9 Granule Sprinkled over food Wrapped in aluminum

10 Tea Boiled in water In the filter paper

The assessment provided in the matrix above have the following meanings:

Sign + : indicates that the concept of the idea of "better" than the reference

concept.

Sign : indicates that the concept of the idea of "worse" than referenca

concept.

Signs 0 : indicates that the concept of the idea of "as good as" referenca concept.

VI.1.2.Concept Scoring

Based on the result of concept screening, we get some concepts that will be

further analyzed in concept scoring matrix. They are reference concept, 2, 4, 5, and7. 2

ndconcept is anti-cholesterol drug form in coated tablet, 4

thconcept is anti-

cholesterol drug form in guttae or oral drop, 5th

concept is anti-cholesterol drug form

in paste, and 7th

is concept anti-cholesterol drug form in soft gel.

In this concept scoring step, some selected concept are evaluated by more

specific and accurate criteria that describe the needs of consumer. This process need

objective and accurate evaluate to get the best concept. Score of each concept is

evaluated by multiply the score with score percentage. Score percentage is obtained

by considering most prioritized need of consumer. Some criteria used in this concept

scoring process are:

Easy to make, percentage = 10%


19/29

19


Easy to make is one of industrial needed which will always exist in every

criteria of concept selection. This criteria selection is considering the relation of

drug dosage form and ingredients of drugs, and also contains benchmarking

with the reference concept.

Easy to package, percentage = 10%Easy to package is also one of industrial needed that relating drug dosage form

and packaging. Every different form of drug needs a different packaging

material and packaging process. For example, granule drug is not packaged

with bottle or wrapped in aluminium but it needs a piece of paper or a sachet. It

happens because every single drug form needs a different package to seal and to

measure the dosage.

Easy to use, percentage = 15%Easy to use is one of consumer needs and also one of the major considerations

in concept generating. This criteria gives a lot idea how the drugs should be

packed, or what

Pharmacodynamic, percentage = 10%Pharmacodynamic is a measurement to evaluate drug efficacy. Drug which has

a good pharmacodynamic, it means that the drug also have a good efficacy.

This criteria is very important to evaluate the performance of pharmaceutical

product. Principal mechanism process of each drug forms need to be understand

to evaluate this pharmacodynamic criteria.

Pharmacokinetic, percentage = 5%Pharmacokinetic together with pharmacodynamic decide the best performance

of pharmaceutical product. Pharmacokinetic is a measurement to evaluate how

fast the drug works. This criteria is also important to evaluate the performance

of pharmaceutical product. Principal mechanism process of each drug forms

need to be understand to evaluate this pharmacokinetic criteria.

Bioavailability, percentage = 15%


20/29

20


Bioavailability is a measurement of drug efficiency. How much of drug

components are been absorbed and how much are disposed is determine by this

criteria. So this criteria is also important to evaluate the performance of

pharmaceutical product. Since there is many factor that affect metabolism

inside the body, this criteria is hard to determine.

Packaging cost, percentage = 5%Packaging cost is one of industrial needed to be minimized. So we need a

product that is not required a difficult process of packaging. This criteria is

mostly affected by the ingredients of drugs, and form of drugs. For example, a

liquid dosage form is more unstable than a solid dosage form, so liquid dosage

form needs a specific process of packaging to prevent components damage in

the product.

Manufacture cost, percentage = 10%Manufacture cost is the most prioritized of industrial needed. Cost of every

industries affecting their benefit. So, a product dont have a good prospect in

economical, that product development can be canceled.

Resistance to contaminant, percentage = 7.5%Resistance a drug of contaminant is based on the packaging and this criteria

affect to the age of drug. The age of drug means how long drug can be

consumed after opening of the packaging. Even though the drug contains a

preservative component but, contaminant is always lowering the age of drug.

This criteria is also affected by drug dosage form because the more liquid form

of drug it will be more easily contaminated.

Resistance to temperature, percentage = 7.5%Resistance a drug of temperature is based on the packaging and component that

contained in a drug. Some component in drug may be degraded in specific

temperature or because of UV light. This product need a dark packaging and

need to be kept in certain temperature.


21/29

21


Resistance to humidity, percentage = 5%Resistance a drug of humidity is related to temperature but for solid drug, a

sealed packaging is needed prevent this drug being condition of high humidity.

Some solid drug will react with water contained in air so this drug cannot be

consumed anymore.

After mention the criteria with their scoring percentage that will be used to

evaluate some qualify concept, now arrange the concept scoring matrix with value

of scoring:

1 : very bad2 : bad3

: equal4 : good5 : very good

Below will be a concept scoring matrix for some qualify concept from concept

screening before:


22/29


Table VI.3. Concept Scoring Matrix

No Criteria Percentage2 4 5 7

Rating Score Rating Score Rating Score Rating Score

1 Pharmacodynamic 10% 5 0.5 4 0.4 3 0.3 5 0.5

2 Pharmacokinetic 5% 5 0.25 5 0.25 3 0.15 5 0.25

3 Bioavailability 15% 4 0.6 5 0.75 3 0.45 5 0.75

4 Easy to make 10% 4 0.4 4 0.4 2 0.2 3 0.3

5 Easy to packaging 10% 3 0.3 4 0.4 3 0.3 5 0.5

6 Easy to use 15% 3 0.45 5 0.75 4 0.6 3 0.45

7 Packaging cost 5% 3 0.15 4 0.2 3 0.15 2 0.1

8 Manufacture cost 10% 2 0.2 2 0.2 3 0.3 2 0.2

9 Resistance to contaminant 7.50% 4 0.3 4 0.3 3 0.225 5 0.375

10 Resistance to temperature 7.50% 3 0.225 3 0.225 3 0.225 4 0.3

11 Resistance to humidity 5% 3 0.15 3 0.15 3 0.15 4 0.2

Total 1 3.525 4.025 3.05 3.925

Rank 3 1 4 2


23/29


Table VI.4. List of Qualified Concept

Concept Form How to Use Packaging

Reference Tablet Drink with water Wrapped in aluminum

2 Coating tablet Drink with water In the bottle

4 Guttea Dripped into the mouth In the bottle

5 Pasta Sucked like candy In the bottle

7 Softgel Drink with water In the bottle

VI.2. Concept Testing

Process concept scoring generates one best concept which will be proceed

to the manufacturing. Before entering manufacture process, we need to make surethat our concept product will be accepted by consumers. Therefore, it is a concept

testing that will be done by collecting people respond directly or potential consumers

related to concept product that have just selected. This concept testing proving that

selected concept product can be accepted by people and give some critics or advice to

improve our product according to people needs.

There are seven steps in concept testing, they are:

1. Decide the purpose of concept testingThe purpose of this concept testing is to know consumers respond for selected

concept product whether in accordance with consumers needs. And also to

analyze and estimate the product capacity need to be produced.

2. Decide observation populationsThis observation is done to 25 people in age about 19 50 years that also

considering about drug problem.

3. Decide observation formatThere are some ways to get consumers respond that can used in this observation,

such as interview and questioner. But, we need to publish our product to the

people. We can publish our product in many ways, such as:

a. Verbal DescriptionDescribe our concept product in short paragraph or in some points.


24/29

24


b. SketchSketch is lines that describe our concept product prospectively.

c. 2D or 3D PhotographPhotograph can communicate our concept product visually.

d. StoryboardStoryboard is arranged picture that show story and communicate product

performance visually.

e. VideoVideo is dynamically forms of storyboard.

f. SimulationSimulation is a implementation of software that describe the function of our

product.g. Interactive Multimedia

Combination of video and simulation.

h. Physical ModelShow a clear physically model.

i. PrototypePrototype is very helpful for product design but very risky because consumer

can compare our prototype with existing product.

From alternatives above, we choose one way to communicate, describe and

observation our product, it is a brochure which is text and verbal description. This

alternative is chosen because some limitation and consider the most ease method to

do.


25/29

25


Figure 6.2. Concept Testing Brochure

Observation of Concept TestingAnti-Cholesterol Drug Made From Herbs

We are collecting information about anti-cholesterol drug that made from herbs

and we hope that you can give some advices and opinion about this product.

1. What do you know about anti-cholesterol drug made from herbs?

2. Do you feel that you need an anti-cholesterol drug?

Cholesterica is an anti-cholesterol drug made from 100% natural ingredients,

herbs, that accurate to lowering cholesterol level in blood without side effect and

has some additional nutrition such as antioxidant, water soluble fiber, and

vitamins. This produce is manufactured hygienically and use international

standard process. In addition, this drug not contain chemical preservative, healthyfor liver and kidney, easy to use, and tasty.

If the price of this Cholesterica product is about Rp 55,000.00 for each bottle

contain 30 pieces of guttae and ready available. Are interest to consume this

product?

I will definitely buy I may buy I hesitant to but I will not buy

What is your advice and opinion about our anti-cholesterol drug made from herbs

product?


26/29

26


4. Communicating concept productOur concept product is communicated by in a form of verbal description. Our

product description, information and some questions are including in this verbal

description. This verbal description is made into a brochure that can be spread to

many people. Communicating our concept product is have to be done in good,

clear and easy to understand language to attract the consumers to read and give

some responds.

5. Determining consumers respondThis is the result of observation that have done to 25 people.

I will definitely buy : 4 people

I may buy : 12 people I hesitant to but : 7 people I will not buy : 2 people No answer : 0 people

6. Result interpretationThe result of observation above is interpreted to a pie chart form to facilitate

understanding. The pie chart of observation result is shown below.

Figure 6.3. Concept Development Result

16%

48%

28%

8%

Concept Testing Result

I will definitely buy

I may buy

I hesitant to butI will not buy


27/29

27


7. Data analysis From the result of concept testing, 16% from respondent say that they will

definitely buy our product, 48% may buy, 28% hesitant to buy but there are 8% of

respondent who will not buy our product. Several reasons why the respondent

dont want to buy our product is because they feel that they dont need this

product due to their paradigm that they dont want to consume any drug. The

other reason is because this is a new form of anti-cholesterol drug so they less

confident that this product really can lowering their cholesterol level, then they

think that the price is quite expensive then their usual drug consumption. But

almost half of the respondents may buy our product so there is a chance that our

product can compete with the other existing product. Therefore, we need to

publish our product better and more convincing so consumers may be interest to

buy our product.


28/29


CHAPTER VII

CONCLUSION

1. There are 5 steps to generate some concept ideas of our product, they are:Step 1: Problem Decomposition

Step 2: Existing Ideas Concept

Step 3: New Ideas Concept

Step 4: Combining Existing Ideas and New Ideas

Step 5: Look Back The Ideas To Problem Decomposition

2. There are 3 steps to select the best concept product, they are:Step 1: Concept Screening

Step 2: Concept Scoring

Step 3: Concept Testing

3. Our selected concept product for Anti-Cholesterol Drug Made From Herbs isoral guttae (drop) drug.


29/29


REFERENCE

Assg 2_creating Consept (1)

Documents

Transcript of Assg 2_creating Consept (1)