Project K
- Group 8
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Students B.M.J. Coenen s1342975
D. Weidemann s1361066
J.F.C. van Zeil s1277278
J.J. Otten s1503677
N.M. Ruiter s1342576
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M.K. van der Burgh s 1387278
Content index Introduction
page 4
Summary
page 5
Target group
page 6
Scenario
page 7
Concept (short explanation)
page 8
Cleaning brush
page 9
Trimmer
page 9
Docking station & heating
page 10 - 11
Userinterface - interaction with S.L.A.M.
page 12 -13
Marketing
page 14 - 15
Packaging
page 17 - 18
Assembly
page 19
Charging the battery
page 20
3D models
Page 21
Appendix (drawings)
page 22 - 26
Sources
page 27
3D model
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Introduction So for a man there is a select group of people and things that are allowed to touch him in certain ways and at certain places. And one of them is your shaver. It might be the most overlooked personal relationship a man has in his life. The Philips S.L.A.M. , which stands for Shave Like A Man, is the new step in shaving. A shaver that educates the user to take care of his skin and beard and brings the means to do so to the user. While shaving has become a lost art where it is imperative to be done as quick as possible. The S.L.A.M. takes shaving to a new level where the user first cleans his face and then gets a warm smooth shave for a result that comes close to having a straight shave at the barber.
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Summary Since Philips wanted to appeal younger customers, the age of the target group is chosen to be 15-35 years old. The looks of a man’s beard, have become more important in the last years. Many more men are sporting beards then 10 years ago. A role model for a lot of young men is the ‘’neattattoo-guy’’. You have to be able to show. Your image and while maintaining a neat and well cared look. Style full like a gentlemen but with you won identity. The preset objectives include creating a total shaving experience and a good skin care. The complete package consists of a comprehensive docking station and a shaver with three heads. The three heads that belong to the shaver are a brush, shaver and trimmer. The brush has rotating bristles which you can click, just like the other two heads, on the shaver. This will clean and lightly massage your skin, so the user will have less skin irritation. The shaver head is a usual shaver head, just like it already exists and is meant for smooth shaving. The last head, the trimmer, is for trimming your beard and is adjustable in height to create a ‘nonchalant beard’ or to make very straight contours. It consists two infrared pointers, whereby you can shave even more precisely. The shaver itself is provided with a pressure sensor, so the user gets feedback if he pushes to hard on the shaver, so he has to push softer, which is better for your skin. The docking station gives audible and visual feedback and it also consists of a cleaner for the shaver head and storage space for the two other heads and of course you are able to charge your shaver in the dock. The last function of the dock is to heat the shaver head in order to open the pores, which will make it easier to shave very smooth and will take better care for your skin. Both docking station and shaver are equipped with wifi, so they are able to communicate with each other, but also to make communication possible between other (Philips) devices and Smartphones, so you will be connected to rest of the world.
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Target group A new trend during the last few years was found, in special for celebrities. Men want to show how and who they are and be different from the rest, but also want to be very neat and welldressed. This expresses in for example tattoos and piercings, which contrasts greatly with a clothing style that is very neat and well cared. The haircut is always perfect and very well chosen and the beard isn’t inferior to it at all, so it is always just one nice overall picture. If you’re looking to other commercials and advertisements, these men appear everywhere, which means that they have been used as role models already for a lot of products that have to do with appearance and image. Since Philips wants to address younger customers it is inevitable to choose a young age group, which has been chosen from 15 to 35 years old. The end product has to fit in the image and looks of this kind of man, that, in turn, appeals the younger customer. It is all about the total image, so a good skin care is also, besides the looks, of big importance. In short the target group might be summarized by a role model group, which appeals the target group and this way will take care of recruiting younger customers. Because when it comes to image, we should appeal to what a customer wants to be instead of who they are right now. There are a few parameters that define a great shaving experience. There is of course speed. The quicker you’re done with it the better. Then there is quality. The smoothness of result. Sharpness in lines of shapes you may want to create and trimming down of the beard. A different kind of quality is how much damage is done to the skin. And a well overlooked part of shaving is: ‘How does it make you feel?’ Shaving in many western societies is often seen as a nuisance. People tend to stay in bed as long as they can, skip breakfast, be done as quick as possible and go to work. And while in the past men didn’t shave every day, when they did they took the time for it (often at the barber).
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Part of the experience should be an intimate relationship that you create with your shaver. Therefore the S.L.A.M. has been created.
Scenario 1
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4 1. Make your face wet 2. Use your own facial cleaner. 3. Apply facial cleaner on your face. 4.Use the brush to clean the skin. 7.Wash your face after using the brush. 8. Clean the brush under the tap, it’s also possible to use the brush in the shower.
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Concept (short explanation) To give a reminder about the concept, a short summary about the concept is given. The total design is divided into six designs, which form a concept for a complete en new shaving experience. Let’s start with the only part that hasn’t been changed at all, the shaving head, which is the same as the head for the SensoTouch 3D. The appearance of the shaver has been redesigned and incorporates a pressure sensor. To take ultimate care for your skin a brush head has been designed and can easily be clicked on the shaver, just like the trimmer. The trimmer has been redesigned and incorporates two laser pointers, which lets you trim very precise. Of course the shaver has to be charged, so a total new docking station is designed. The docking station will heat up and clean the shaving head and it gives feedback to the user. At last a package has been designed, which makes it a nice and total package.
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Cleaning brush
Trimmer
The optimum rotation speed of the cleaning brushes for a perfect skin cleaning is 290 rpm. The maximum rotation speed of the brush is ((rpm * circumference)/60 = (290*3.5*Pi)/60) 53 cm/s. In our design the brush head has a diameter of 2.2 cm. The maximum speed of those brushes, lies around 460 rpm (60*max speed/circumference = 60*53/2.2 Pi). When the brush has a speed below (or equal to) 6500 rpm one gear would be perfectly fine to transfer the speed to a slower speed, but when the speed would be above 6500 rpm there needs to be an extra gear.
Because of the laser the user can now trim accurate. On one side of the trimmer an on-off button is placed. By touching the button both the lasers will be turned on. Because the lasers are connected in series they will not turn on separately from each other. When the adjustable trim head is placed on the trimmer it will automatically turn off the lasers. The adjustable trim head will be placed on the trimmer the same way as in the current models. The difference with this model is that the laser will be turned off automatically when the adjustable head is placed on top of the trimmer.
Costs: A cleaning brush from Philips Visapure costs 15 dollars in the online store. In the new concept there are three brushes, but those brushes are smaller. Because they are smaller they are, very likely, hard to manufacture and because of that they cost more. The total costs of the three brushes (store price) would be about 20 dollars. Perhaps, after negotiations with the manufacturer, the model would cost around 8 dollar. Beside the brushes there is a shell (the brush head) which is hardly different from the current shave hair. The difference lies in not having motive parts and razors. The shell of the head will be from plastic so it can be made by using the injection method. The total costs of this part will be about 1.50 dollars when producing large numbers. So in total the cleaning brush, brushes and shell will cost around 9 dollars.
The trimmer will be placed exactly the same as the shaving head on the shaver, by pressing the trimmer downwards. There is one little difference between the current contact point with the shaver and our new one though. Because the lasers need power, a small coil is added. This is placed at the bottom of the contact point. Another coil is added in the shaver. By using coils the power can be transferred from the shaver to the trimmer.
laser might be about 40 cents. RGB Fiber Collimator Features: • Apochromatic Fiber Collimator • 400-700 nm • Low wavefront error • Low beam divergence • FC connector or pigtailed This fiber collimator is designed to transmit red, green and blue wavelength at the same time without any distortions. Standard commercially available achromats have severe spherical aberrations which can blur or cause beam distortions. This specially designed fiber collimator corrects not only for color but also for spherical aberrations. Output beam size is 2mm diameter from a 6mm aperture. Input end has an FC receptacle or a pigtail. The housing body is made of stainless steel. Custom fiber collimators can be made at other wavelength regions.
The price of one single RGB fibber laser is hard to find. But what was find was a packet of 8.97 dollars, in the packet were more lasers and other tools. If than estimating the price of one single laser it would probably cost about 2 dollars. But it would be the store price, not the price from the manufacturer. After negotiation with the manufacturer the price would drop enormously, when purchasing large numbers, the price of a
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Docking station and heating After designing the concept it was time to get more into details. Aspects such as LED warming, cleaning, cleaning water refreshing, connectivity, feedback, charging and the shell were not that detailed. So after rethinking and redesigning, working towards a better product, the concept could be developed towards a real product. Heating the shaver head Because of the heat coming from the IR LEDs, the water temperature will rise. Thereby the shaver heads will be warmed up. By warming up the heads the, now, warm metal will give a nice and pleasant feeling on the skin.
On the assumption that the amount of water is 20 ml, the energy coming from the IR LED’s will be 100% converted to warmth.So can be determined how many LED’s there are needed to heat up the water for 20 degrees. The amount of energy needed to heat the water to the correct temperature is 1673 Joule. (see appendix). A LED gives a power of 0.75 Watt (we use normal LEDs). If the warming process takes 15 minutes to warm the water there needs to be 25 LEDs. De demotions of the LEDs are as shown on the figure. When there are 25 LEDs placed in a circle next to each other, the surface will be 1.23 cm2. The space above the LEDs will be 7 mm. All LEDs will be placed in series. The total amount of power needed, is 2 Watt. The 25 LEDs will cost 7.95 dollar in the online store. But if Philips negotiate with the manufacturer the costs will drop enormously. The price might be reduced to 8 dollar cents per LED. But if the LEDs will be purchased on large scale the price will drop even more.
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Beside the LEDs itself, a wire to connect the LED is needed. Even as a connection to the energy source of the docking. Also, there needs to be a temperature sensor. For instance, a TMP36 temperature sensor could be a suitable sensor. This sensor has a accusation of a half degree, uses a maximum current of 5.5V and will cost not too much power from the energy source. The sensor will cost 1.50 dollar in the store. Just like with the LEDs will the price of the sensor reduce when negotiating with the manufacturer. The price of the sensor will perhaps be 3 cents per sensor. Finally the materials. Around the LEDs the temperature will not be extremely warm so a plastic layer will be just fine. Because of the water in the water tank above the LEDs an extra layer will be added to prevent the electronics from becoming wet. A metal is a good conductor and will be perfect to transmit the heat from the LEDs to the water tank. To prevent the metal from rust, a lacquer will be added. The total cost, electronics and materials included, will be between 1 and 1.50 dollar. Furthermore, a programmer needs to set the electronics etc., this will cost most of the feature. Cleaning the shaver head The shaver doesn’t need to be constantly cleaned. Therefore it is not necessary to submerge the device constantly in the cleaning water. Because of that, a click system was designed. The click system works with a spring connected to a press sensor. When the shaver is pressed firmly into the station, it activates the cleaning programme. The shaver will be submerged into the cleaning water and turned on and off several times. When turned on, the shaver will be moved up and downwards, hereby the remaining hairs will ‘fall’ out of the shaver and into the water. After cleaning the shaver will be moved upwards, out of the water, so it can dry and be used again. This technique is already used by Philips. Refreshing the water component is easily done by sliding away the valve and lifting up the component. How will the cleaning fluid be refreshed?
You have to turn the carets, so the notches will be at the same place as the holes. Now the water component can be pulled out easily and the fluid can be put away in the sink. The fresh fluid can now be put in the component, then place it back in the docking station and turn the carets back above the holes. The fluid has to be cleaned after 15 times of cleaning and other ways one time in a month, because of the hygiene. Detailing of design and housing Because the housing is designed in different parts, they will be discussed one by one. First of all how all the different parts are built op into one. The housing will consist out of a lower and upper part, who both will be manufactured by injection, using the same materials as Philips already uses for outer dockings. This way the costs will be kept as low as possible. On the surface of the lower part a wood-looking foil will be added to give the docking a luxurious and retro look. In the lower part there is a small notch on the edges, where the LED strips will be placed, also on the inside pins will be places for the click system used by cleaning the shaver. The upper part contains of movable parts, such as the water components and the valve. Further there are notches were light strips can be placed in to apply a light structure, designed for the connectivity. Because the valve is placed on top of the opening, the water component cannot fall out or be removed from the docking. Therefore the valves are movable. Next to each extension there is a notch, exactly in the shape of the rounding of the opening. This way the water component can be removed and refreshed. Because of the movable valve, the upper part will be build up from two parts, the valve and the upper housing. Furthermore, the function of the valve is to charge the shaver. Two pins, placed on a magnet, are the connection point for charging. The idea behind the magnets is preventing the shaver from falling and keeping it out of the cleaning water, when stored away.
Those pins will be manufactured by using the insert method. Also in the upper housing there are RGB-LEDs placed, for connectivity. Because this docking is in design different but almost the same in electronics, we expect the docking to be hardly more expensive. Stability and placing The bottom of the dock is flat, because of the round and low shape, it will stand stable. For extra stability the battery will also be placed on the bottom site, therefore the connection of the charger to the electric socket is usable placed. The shaver is placed upside down, but will be kept in balance by two magnets. On/off button Because of ergonomic reasons it is preferred to place any buttons towards the user. Thereby the docking has no specific front- and backside, it is logical to place the on/off button on the circle which will be used often. This will be the opening where the cleaning brush is placed in, since the cleaning brush will be used by both parts; trimmers and shavers. Take a look at the appendix to look at the dimensions of the docking station.
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Userinterface - interaction with SLAM Input/output table: On the left side are all the input the app and docking station are able to gather. On the right side are all the ways the app and dock are to give the user feedback with use of the gathered data.
User profiles: Profile number 0: Interaction only focuses on only this shave. Complete privacy of one’s personal data Profile number 1: Data of multiple shaves are combined. Data gathered on server to compile feedback for user Profile number 2: Same as profile 1, but with a more personal assistance in the feedback. Connectivity with other Philips devices and access to communities.
Appearance of the app/UI Use-cases: 1: Iain Iain is a man who’s totally into high quality products. So when he needed to buy the new shaver the S.L.A.M. was one that got his attention right away. Iain is unpacking his new shaver. Puts the docking station on the table and inserts the saver to make sure it’s fully loaded before he starts to use it (He once heard this is very important for a battery’s life). The package includes a billet that asks the user to download the app on the respective App store. So Iain installs the Philips app and opens it. Where he is prompted to register or login to his Philips account. Once his shaver is found on the wifi and he is connected, he is asked to choose one of the 3 profiles. Iain isn’t a man fond of having many companies being able to get all kinds of data on him and he rather connects with other people in a pub and doesn’t use Facebook a lot. So he chooses profile 0. The docking station won’t be connected to his local wifi and internet. His phone is only used to select some local options on the shaver. Like the colour of lighting used and if there is sound feedback from the docking station. 2: Isaac Isaac is a real consumer. He loves all new products that are presented and when he likes something he needs to have it. So there is it, the new Philips S.L.A.M. Isaac uses products like they are intended. So he reads the manual, installs his dock in his shower and mounts the shaver in it. Then he sits down and installs the Philips app. Isaac goes for profile setting 1. This is his first Philips product that connects to his profile and the profile 2 settings seem a bit overwhelming for him for now. His phone asks him if he wants to connect to Facebook with the app and if the app may access other apps on his phone like his alarm clock and calendar. In the next few weeks from time to time Isaac gets questions from the app. Asking him to reflect on the shave and how his
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skin is feeling. With these questions the app will establish a profile of Isaac. Getting the times he normally shaves, the intervals between shaves and trying to interpret the information that is in Isaacs calendar. Combining this with the data from the shavers’ sensors and the other Philips products the app will start to give Isaac some suggestions. Trying a few different techniques in shaving and trying shaving in different intervals. 3: Edward For Edward tomorrow can’t come soon enough. He wants to be in the future. He wants to live it. And he is often frustrated why it takes so long to develop new products for customers. The technique is there. All of it, but it’s used so little. So he now has his brand new Philips S.L.A.M. all set up and installed. He has already had the new Philips coffeemaker and wakeup light as well. The first morning he wakes up and goes to the shower and when done showering he wants to start shaving. But the system gives a warning light. Also his phone starts to vibrate. On it is a message from the Philips app that tells him: “Hello Edward, we know it’s the first time you’re using your shaver, but please consider cleaning you face before shaving. It may cause a lot less skin irritation that way”. The next day, after work, Edward logs in to the Philips app and explores the other possibilities of the shaver. He makes an ID for his girlfriend where she can log in to the device with. This way she can leave a message for him on the dock to ask him to shave today because she has dinner plans. She just could have texted him but the reminder in the bathroom does bring a smile on his face and this way it’s also harder to forget. He also makes a list of words to watch for in his calendar, this way if the word ‘meeting’ is found for the day the dock will give him a message to take some extra care in his appearance this morning. The last thing he does is looking around in the Philips communities. There are actually quite a lot. One is in his town. Once a month there is a gentlemen’s meeting. Usually incorporating a
wine, cognac of whisky tasting a select group of S.L.A.M. users are having a real gentlemen’s meeting. He likes the idea and subscribes to it, making sure his suit has been to the cleaners before he goes. Data mining for Philips: Having a system like this, while its main goal is to create a great shaving experience for the user is also a great wealth of information for Philips. Now information is gathered through lab testing (and you never know how much effect the different environment has on the users) and through surveys that are also subject to the users discretion. But with this product all the data from the sensors of users that are connected to the app is all centrally gathered. Philips will know of every product they own exactly at what time people are shaving, how long a shave will take and what other Philips products that can connect do. But also the pressure people are putting on the shaver (which may help in developing new shaving heads) and the speed with which they are moving the device about over their skin. All this is rapidly available for every developer that is working on new Philips products. Open Source; The last thing to address in the interaction section is the possibility to make an open-sourced platform. This is put in as an advice to consider, since this seems a quite radical approach for Philips, but it is included, because here might be a real answer to address a young crowd. New gadgets and possibilities might be a hard thing to sell, especially to a young crowd and when your brand name is strongly associated with quality. It just becomes a thing people expect from you. But communities do sell to younger people and are booming . People want to identify with their product in all kind of ways. They seek other likeminded people. You’re buying the same toothpaste as I do? We should be friends! It might sound a bit silly when you read it, but people do tend to the strangest excuses to bond with eachother. So take in account all the pieces the Philips S.L.A.M. encompasses, the style,
looks, physical functions, what it stands for and the digital part where it gathers data and give the user feedback. But now it’s seen as a platform instead of a static product (that might get an update now and then). Then you’re selling such an immense cloud of possibilities to the user. So people can gather the information from the device themselves (through the Philips portal). The portal might offer load of well-known groups you can subscribe to, but all kinds of underground movements might rise as well. Like a group of shavers that has never missed a shave since they bought their device. Does the device register 24 hours of inactivity? You’re out. Your device number is registered and there is no way you may return to the group. So this might be creating a new kind of ‘elite’. But there might be groups of men that just want to shave while being assisted by the voice of their favourite actress or comedian. A true platform for innovation is open to the public. And it might be a better thing to give thousands of people the ability to create things that will contribute to “the shaving of the new tomorrow” and innovate then try and develop it all on your own. Then you really live the Innovation and You. The part of ISIS that you’ve read about in part A of this report is excluded in the final product. This is because it might scare away more customers then it will gain. The product of ISIS itself might be great. Having this next step in person-product relationship, but this seems to be so far away from the products that Philips now offers it might be a better thing to research this subject a little more and let Philips products grow a little in that direction before starting to sell these kind of products. Though when the S.L.A.M. communities takes off it seems to be only a matter of time before people will make these things themselves.
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Marketing Marketing
this, is by using TV commercials.
How to inject S.L.A.M. into the market? First a luxury and high regard product is shown in the commercials. A wow effect will be created. Even though the product will be purchased for a high price, younger customers will be attracted to this product as well as regular customers. Of course the marketing strategy already used by Philips will be used when injecting S.L.A.M. But beside their strategy we strongly suggest another strategy as well.
The idea Using TV commercials, the real shaving experience can be transferred towards younger customers. What will the commercial transfer? A real shaving experience, as like at the barber shop. Shaving is not only about the result, the feeling is maybe even more important. To reach this ultimate feeling towards the Philips costumers, not only a very good shaver is designed, but marketing is another very important aspect. Therefore a story and scene for the commercials has been designed. A good commercial or interested story starts a little bit mistrial. The viewer is been captured by the story. When the viewer thinks he knows what is going on, the plot turns. By using this technique the story stays interesting. The story designed for S.L.A.M has these aspects. The scene could be, for example, used as a background for posters on billboards and others. The Man The man playing the roll model could be a celebrity. Celebrities are already roll models, when choosing the right celebrity an experience would be instantly added to the new shaver. This technique is already used by Nespresso and works perfectly fine. Using this technique on S.L.A.M. would probably increase the sale. Rol models suggested for S.L.A.M would be Leonardo Dicaprio, Chistrian bale or Colin Farrel. The story would go as follows:
Nespresso is already using marketing by means of celebrities. Because a role model is set to the younger customers, a roll model is needed in the commercials. This way, the real shaving will be transferred towards this target group. One option doing
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A confident man walks down the street, there are a lot of barbershops in this street. All barbers are standing in their doorways, sharpening their razors. They are trying to lure the man inside, but the man knows
what he wants. In the end of the street, there is one barber not sharpening his razors. The barbers smiles at the man. The confidant man goes inside his store, sits down and closes his eyes. The barber brings his tools forth. He looks at them one by one, deciding which one to use. His eye catches the Philips shaver. One short look at the device and the barber decides yes. After five short minutes, treated comfortably and well, the man opens his eyes again. He looks in the mirror and sees a perfect, sharpened and beautifully shaved beard. He thanks the barber and walks back, down the street. Leaving all the other barbers in astonishment. More commercial designs To bring some variation and tension into this commercial, some part could be shown separately and in flashes. In the first period of broadcasting this commercial, there could be chosen not to show what happens in the barber shop. The only thing the customer sees is the man disappearing in the store with a full and wild beard. 5 minutes later, the man walks out again, shaved, with a perfect beard. In the second period of broadcasting would be shown how the barber has shaven this man. Which tools he used and pleasant the man, while been shaved, felt. To keep some variation in all the different commercials, for example, the man could walk out the barbershop several times. Each time with a different look. Another option is posters for billboards. The Idea for posters The posters are an added-on the TV commercials. Because gentleman are a really important roll model with S.L.A.M. gentleman like figures will be used on billboards. An option is to create a series of posters (4 of 5 pieces).
To emphasize the difference between a real gentleman and an imitation, both will be pictured on the frame. For instance, picture both man next to each other. Ask the question, ‘who would you choose?’. For example: Channing Tatum vs. Leonardo dicaprio, a nerd vs. a real professor, a junky vs. a business man. Important is that there is little and less on the poster. Every other sign in the picture disturbs the message. Messages that need to be on the poster are logo’s from, Philips S.L.A.M. The name only is enough and doesn’t need to be supplemented with explanations.
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Packaging You can’t sell a product without a package and the luxer the product, the more important the package will be. If you buy an expensive product you want the product to (look and) be protective. A package is designed well if you don’t want to throw the package away. The new packaging has to join the current packages of Philips, since it has to be recognized as the Philips packages and products. In the products that are on te market now you will see that Philips wants to show their products like it’s a nice product and the smaller the product, the more you will get to see of the product itself. Most packages contain a lot of white, but the newer the products are, the more black and other exciting colours you will find in the packaging. Another very specific characteristic in the Philips packages is the big PHILIPS letters in blue at a white background on it. The package will also be sold in real shops, so the package needs to attract the customer in some way. How is the package build? One of the most important things was the size of the package, since it needs an appropriate size for the pallet (europallet: 800x1200mm) and you also don’t want to spoil a lot of space by making a package which is too big. Also, every component has to be protected well and the most breakable part is the docking station. The biggest diameter of the dock is 180mm and this one has to be protected well, so there has been chosen to protect it with at least 10mm protecting material. That means that the outside package got a size of 200x200mm, so the package fits six times in the pallets length and four times in its width. Putting the shaver next to the docking station, the package had to become 300mm in its width, which would too much useless space and would also be a little standard. Since the shaver is special, you want to show off with this and you don’t want to spoil any space, the shaver has been put above the dock with also 10mm extra down and above himself. So the height of the package had become 260mm. The dock has been put at the bottom of the package, because the is the heaviest part and so will take care for more stability. Above this docking protection an extra box has been inserted (with some graphical
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supplies), so the three little boxes will be kept together. In this box, three other boxes have been made: one for the three heads, one for the shaver and the last one for power cable, cleaning fluid, user manuals and attachment for the trimmer. The shaver is standing in the central box and has 10mm above and down the carton where it stands in, so smacks will be caught and the shaver will be protected. Al these fall protectors contain a lot of air, which means that every part will be protected for very high and low temperatures. Which materials have been used? As already said, the docking station is the most dangerous part when talking about fragility, so this needs to be packed well. The carton outside box will break the fall already a little bit, but that’s not enough to protect the dock, so this will be protected with at least 10mm of polystyrene foam. The three heads are way less heavy then the dock, but also fragile. Since their shock will be lightened by three carton boxes the shock will be caught, but the heads can break eachother, so all the three heads will be packed in bubble wrap. The chosen material for all boxes is fine 350 grams corrugated carton (G karton), which is very strong and can be offset printed, which will be done for the outside and indside boxes. The inside of the outside box will be painted black, to give it an exclusive look. The two holes that give you a look at the docking station and shaver, which will attract the attention of the consumers, are covered with translucent plastic. What are the thoughts behind this package? The package has to fit in the total strategy and the look of the whole device, you want to attract the potential consumer and after they have bought the product, you still want to surprise them and make them feel satisfied with the product. So when you see the box in a shop, you will be attracted by the sturdy retro look of the package and you will immediately see the dock and shaver. Then you will take the package out of the shelve and you will see the whole package. You can directly read at the side of
the box what the possibilities and features are. The package also consists of a QR-code, which will lead you to the Philips website. This takes care for more interaction between Philips, the customer and the products (connectivity) and will give the customer more information.
Every layer of the pallet contains 24 packages, since a euro pallet has the size of 800x1200mm and the package is 200x200mm. Starting from a maximum height of 800mm, there can be three layers on every pallet, which means that the pallet can transport 72 shavers. The total surface of carton is ca.:
If the shaves has been bought, the customer is gonna take out the shaver and will be surprised first. The inside box consists of some graphical supplements and after unpacking you are able to cut out the moustaches, so the box will be used even more.
Outside box: (4x200x260)+(2x200x200)+extra for folding (200x200) = 328,000 mm2 Inside (big) box: (4x196x140)+(2x196x196)+extra for folding (200x200) = 226,592 mm2 Two little boxes: 2x ((2x160x140)+(2x194x194)+(2x160x194)+extra(200x100) = 304,304 mm2 Shaver box: (2x194x194)+(2x160x194)+extra(100x100)= 147,352 mm2 total: 1,006,248 mm2
The unfolding of the two stickered boxes are given:
This means 1.006248 m2 and the costs of 1 m2 cardboard are €0.45, so the costs for the cardboard too, because it is 1 square meter. The other costs that will be made, like the bubble wrap, offset printing, machines, etc., are no more than €0.25. The total costs will be maximal €0.70 per package and compared to the price of the product, its more than worth it. (In this image the slogan ‘’Innovation plus you’’ is applied by using the statement I(Philips) moustache you, where a kind of innovation is applied and the ‘’you’’ of course.)
What will be the cost price (compared to the product)?
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Assembly Everything needs to be assembled, just like it has to be assembled now. There only are a couple of extra and total new assembly steps, so they will be described. The normal shaving head is exactly the same as it is now, so this one won’t be described. Assembly of the shaver The shaver won’t differ much from the current assembly. The outside is build up out of two components, which can be clicked together. The two shells contain all kind of pins and little splints, where all the other parts can be clicked in. The only extra step that has to be taken is the building of the pressure sensor and the connection that has to be made with the docking station for the feedback. Those are normal steps and don’t differ from the other assembly steps and the space has been made already in the design. Assembly of the docking station The docking has been build up very easily. The underside has all kinds of pins and little splints inside and is fully opened, so all the parts (like adapter, speaker, electronics) can be placed at the right place. Before you can place the upper side at the underside, you have to fix the dial with magnet strips and contact points for charging to the upper side of the docking station. Then the LED strip can be pushed along the sleeve and the upper side can be moved behind the LED strip and clicked to the underside of the station. Then the three trays can be placed in the three holes, but before you can place them, you have to be sure that the holes are opened (the dial has to be turned in that way that the carets aren’t above the holes) and afterwards it is useful to turn the dial so the carets are above the holes, so the trays can’t fall out during transport. Assembly of the brush head The underside of the head will be the same as the underside of the current shaving head, but the upper side is totally new. The upper side has particularly gears that fit on the gears of the underside, so these have to be clicked, together with the
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under- and upper shell, very precisely on each other. At last the three brushes themselves can be clicked on the head. Assembly of the trimmer In basic, the new trimmer is exactly the same, except for the added laser pointer and control wheel on it. That means that there has be taken account into the laser pointers when assembling, so you have to take care that there is a connection where you can click the lasers on afterwards. The control wheel has to be assembled before the upper side is clicked on the underside.
Cost price New parts
Estimated price
Quantity
Total
Trimmer (lasers)
$0,40
2
2
Temperature sensor
$0,03
1
$0,03
IR LED
$0,01
25
$0,25
Cleaning brush
$9,00 (in total)
1
$9,00
Materials
$10 (in total)
$10,00
Total costs for
Complete product
$20,08
* The cost are estimated using store prices/2.6. After that, the price would drop down even more after negotiation with the manufacturer.
The Sensor touch 3D nowadays is around $260.00 (â‚Ź191.66 at the exchange course of 21-01-2014). After introducing all these new aspects the product would cost, more or less, $320.00. This price is established by adding 2.6 times the total costs of all the new instruments. For all these new and innovative aspects, added to the shaver and the shaving experience, this would probably a very good price to sell the product for. In this estimation the assembly is not included, but are well known of their high costs. As can be read in the assembly part the most things can be assembled the same way as it has been done before, but the extra steps will be estimated and summed to the other costs. After doing so, perhaps the product would cost around $380.00 (â‚Ź280.11 at the exchange course of 21-012014), which is a fair price to sell the shaver for.
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Charging the battery
Extra information: It will take about 8 hours of charging for the battery to use the shaver for 45 minutes. Beside that the AC (230V) has to be transferred to a lower current. The dimensions of the battery in the shaver are 42 x 14 x 28 mm.
By contacting these two points the current can be transferred from the docking station to the batteries in the shaver. With the help of a transformer de the AC (230V) has to be transferred to a current of 5V. This has to be done on a height of 2 meters (or higher) so the transformer has to be next to the plug.
To charge the batteries of the shaver we do need energy (of course). We are getting this energy from the plug connection.
Transferring energy - charging of the battery of the Philips S.L.A.M. 20
3D Model
At the end of this essay, there will be more interactive models of the shaver and it’s different shaving heads. Here you can rotate the model in the position you like.
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Appendix Docking station dimensions
22
Brush head
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Brush head dimensions
gear 2
gear without brush insert
bottom side of the brush head
locking-system
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Drawing shaver
25
Drawing trimmer
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Sources Cleaning brush
IR LED
Sources: http://www.beslist.nl/elektronica/d0000148347/Philips_HQ911.html http://www.bol.com/nl/p/philips-visapure-sc5991-10opzetborstel-voor-gevoelige-huid/9200000010998014/
sources: https://www.sparkfun.com/products/10557 https://www.sparkfun.com/products/10988
Trimmer
sources: http://www.beslist.nl/elektronica/d0000148347/Philips_HQ911.html http://www.bol.com/nl/p/philips-visapure-sc5991-10opzetborstel-voor-gevoelige-huid/9200000010998014/ http://www.bol.com/nl/p/philips-sensotouch-3d-rq1280-21-scheerapparaat/9000000011311521/
sources: http://www.aliexpress.com/item/Laser-bore-sighter-collimator-Boresighter-red-laser-for-any-0-22-to-0-50-handguns-caliber/1564150412.html http://www.microlaser.com/PDFs/Fiber%20Collimators-RGB-13.pdf Docking station and heating sources https://www.sparkfun.com/products/10557 https://www.sparkfun.com/products/10988 http://www.beslist.nl/elektronica/d0000148347/Philips_HQ911.html http://www.bol.com/nl/p/philips-visapure-sc5991-10opzetborstel-voor-gevoelige-huid/9200000010998014/ Packaging
Costs
Warrenty sources: http://www.support.philips.com/support/service/service_ page.jsp;jsessionid=3E26C0B72379413BCFBCEE5E7058CDBE. app107-drp1?userLanguage=nl&userCountry=nl&_requestid=152247 Userinterface sources: http://socialmediatoday.com/lbrynleyjones/1241421/power-online-communities-local-businesses-infographic
sources: http://www.fanpop.com/clubs/johnny-depp/images/32658361/title/johnny-depp-3-photo http://www.flickr.com/photos/mariodanelli/10483014613/sizes/l/in/photostream/
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