Colin CO 1

COLIN CO.
: NEW
PRODUCT
DEVELOPMENT
Presentation by Group 2A
INTRODUCTION
Colin Corporate was founded in 1946, initially
manufacturing electronic dry irons. Due to Colin’s
product quality and customer service, its products
gained wide recognition. Now for over 70 years,
Colin has been recognised as that number one
garment care product, with its offerings including
dry irons, steam irons and garment steamers.
The garment steamer is a new product category,

allowing the user to remove wrinkles from clothing
without touching it, hence eliminating the risk of
scorching.
THE BRISTOL PROJECT
The Bristol Project is one of Colin’s most promising undertakings. With its cutting-edge and patented
technology of using two heater plates on a single heater system, it would eliminate the biggest
problem with garment steamers, steam beginning to drip after a minute or so at low temperatures.
The dual plate system avoided incurring large costs and maintained constant steam under low
temperatures.
The price of the product was targetted around $109 per unit, making it a mid-priced product in the
segment but with superior performance as compared to its competitors.
THE CHALLENGE
COLIN has reached an agreement with retail giant KMart to introduce Bristol to the public. KMart
required a one-month shorter timeline than other OEM projects (typical timeline of 10 months), which
was proving to be a challenge in terms of product design, supplier selection, mass production, etc.
Abandoning the project would mean all the progress (6 months) would be meaningless. Additionally,
the impact would also be seen in the sales of the subsequent year.
Continuing with the project and not delivering it on time would mean both COLIN and KMart losing
their reputation with the customers and an additional penalty on COLIN.
PRODUCT DEVELOPMENT PHASES
PHASE VS TIME CHART
INITIATION PLANNING EXECUTION MONITORING & CONTROL COMPLETION
Identification of Market Gap Design Tooling Fabrication Production qualification

Distribution to Retail
Test and Certification
Store
Quotation Production (Initial)
Stakeholder Involvement Monitoring Project
Planning Progress
Supplier Selection Component
Assembly and Pilot
Production Product Shipment
Design Finalization
2 Months
2 Months
2 Months
2 Months
2 Months
Total Time Period = 10Months
OTHER CONSIDERATIONS
COLIN currently has no project manager in new product development. The project managers
employed by COLIN are of varying experience. The newer project managers often disagree with the
lead engineers, leading to slowdown in decision making process
Also under the current organizational structure, the project managers tend to do a plethora of tasks
such as product introductions and maintaining customer relationships instead of performing their
project management role.
COLIN also has two prominent suppliers ALICE and BUREY. ALICE has been a long-term partner and
its quality can be vouched for, BUREY on the other hand is more useful in the production of basic
models only.
DECISION MAKING PARAMETERS
COLIN should consider the following parameters in making its decision:
Project Timeline: Given its commitment to KMart, it is essential for COLIN to honor its obligations.
Supplier Options: COLIN has to choose between OEM and ODM models, potential collaboration
with ALICE who has a similar patent could expedite the process.
Quality Concerns: Quality level is of prime importance for COLIN as it cannot afford to give a bad
experience to consumers on the quality front again ( past case of ORONO).
Competitive Landscape: COLIN’s competitors are also launching similar products, so a delay
could mean losing market share to competitors.
CONCLUSION
Steps ensured to reduce the project time:
Collaboration: Collaboration with ALICE to produce a similar product will ensure the elimination of
extra time for the research and Development phases providing a shorter timeline in the 1st phase.
Unison in Project Management: COLIN also needs to review its project management process to
have better systematic cohesion between departments.
Continuous Development and Upgrade: The product that has been launched into the market has
the potential for continual development through the release of improved versions that address and
rectify any problems found in earlier iterations.
Strategic Advantages
1. The implementation of a condensed timeframe for product development facilitates the expeditious
completion of the project's final phase.
2. Enhancing communication through the inclusion of diverse project managers will facilitate enhanced
team functionality in the future.
3. Enhanced income prospects can be achieved by the introduction of updated iterations of existing
products, incorporating minor modifications to the utilized components.
PRODUCT DEVELOPMENT PHASES
PHASE VS TIME CHART
INITIATION PLANNING EXECUTION MONITORING & CONTROL COMPLETION
Identification of Market Gap Collaborative design Tooling Fabrication Monitoring Project

Progress Distribution to
Retail Store
Quotation Production (Initial)
Stakeholder Involvement
Planning Product Shipment
Supplier Selection Component Assembly
and Pilot Production
Market Survey & Scope
Design Finalization for Development
Production qualification
Test and Certification
1.5 Months
4 Months
3.5 Months
Total Time Period = 9Months

Thank
you!!

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COLIN CO.

The garment steamer is a new product category,

Identification of Market Gap Design Tooling Fabrication Production qualification

COLIN should consider the following parameters in making its decision:

Identification of Market Gap Collaborative design Tooling Fabrication Monitoring Project

Total Time Period = 9Months

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