Bio4 Revised Assignment2

UNIVERSITAS INDONESIA
ORGANIC RICE-FERTILIZER PRODUCT TO STIMULATE

THE PRODUCTION OF RICE GRAINS AND SWEET-
SCENTED RICE
Report Assignment 2
GROUP 4
GROUP PERSONNEL:
M. Didy Juliansyah (1506675876)

M. Faturrohman (1506744500)
Mustika Sari (1506675882)
Nur Widdya Damayanti (1506675863)
Rizka Diva Pratiwi (1506675900)
CHEMICAL ENGINEERING DEPARTMENT

ENGINEERING FACULTY
DEPOK
FEBRUARY 2018
EXECUTIVE SUMMARY
The concepts of existing product were divided based on rice fertilizer

functions. Each of functions consists of macro & micro nutrients and made of
different types of raw material. The rice fertilizer itself has two types of form,
which are solid and liquid. The new concepts made based on functions that the
authors wanted to improve. There will be addition of functions, raw materials, and
nutrients to support other innovated functions. So, from the topic “Organic Rice
Fertilizer that Stimulates Production of Rice Grains and Sweet-Scented Rice”, the
authors breakdown the word by word, it becomes more effective to spread them
down into questions and related into those topic. In the stage of creating concept,
the authors need to know about ideas of existing product that have been available
on the market.
After creating a mind map of existing ideas, then the authors develop the
new ideas that haven’t existed before. based on functions that the authors wanted
to improve. There will be addition of functions, raw materials, and nutrients to
support other innovated functions.
After identifying problems by splitting the problems into sub-problems
and searching for existing and new ideas, the next step to do is screening the
concepts. concept screening aims to evaluate the concept that will be scoring in
concept scoring step. the concept screening uses some criterias and a reference
product and evaluate the ideas.
The next step of the concept selection is the concept scoring, where the
concepts would be scored to narrow them down to get the best concept among the
other concepts. After separated into three classes, there are some rejected concepts
from the list. The reasons why those concepts are rejected are, the first one
because the concept is foolish, based on group discussion, the concepts are using
expensive materials like algae, because it will be hard to cultivate algae, and it can
be used for the other useful products. The other concepts are rejected because they
are Redundant, it is because the concepts are just too good to be true, the concepts
will spend too much money just to make it happen, besides the market does not
really need it.
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The concept that has the highest score based on this concept scoring would
become the best concept and would be chosen as our main concept to be
developed as a new product. The criteria used by author to make organic fertilizer
product is Health & Safety, Sweet – Scented Rice, Stimulate Growth Rate,
Produce more Grains, Effectiveness, and Affordable Product Price. The chosen
concept is “Organic rice fertilizer to produce more grains, made of organic
industrial or agricultural waste and completed with ZPT in solid form.
The definition of concept that had been gotten has to be tested before
manufacturing. After the authors define the concept of the product, it should
knowed if the concept of the product can be accepted in market. From the concept
testing, the authors get the purchase intent of customers: 20% diefinitely purchase,
55% probably purchase, 15% might or might not purchase, and 10% probably not.
From the result we can conclude that our product get positive feedback and can be
accepted by market. This product is still not common in market.
The final concept that has been chosen, then will be compared with the
existing concept. After that, it can be determined the final specification and the
description for the product. The chosen concept is organic rice fertilizer to
produce more grains, made of organic industrial or agricultural waste and
completed with ZPT in solid form. Furthermore, the final concept will be chosen
and will lead to the final specification of the product. The final spesifications are:
easy to use, sweet-scented rice, price. soil condition, farming time, increase of
yields, arsenik content.
The chosen concept need to be compared with other concept in order to
determine how good the product concept that will be realized. The final concept
will be compared with the same product in benchmarking from the previous
assignment. The product concept has more superiority dan the existing ones in
produces more grains and sweet-scented rice but still with affordable price.
The idea concept will be very useful for the target market, that is the rice
farmer. The use of fertilizer can be more effective and impactful to the increase of
yields and growth rate of the rice plant.
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LIST OF CONTENTS
EXECUTIVE SUMMARY ................................................................................... ii

LIST OF CONTENTS ......................................................................................... iv
LIST OF FIGURES .............................................................................................. v
LIST OF TABLES ............................................................................................... vi
CHAPTER 1 .......................................................................................................... 1
CREATING CONCEPTS .................................................................................... 1
1.1 Splitting Problems .................................................................................... 1
1.2 Existing Concepts ..................................................................................... 2
1.3 New Concepts ........................................................................................... 4
1.4 Generating Concepts ................................................................................ 6
CHAPTER 2 .......................................................................................................... 8
CONCEPT SELECTION ..................................................................................... 8
2.1 Concept Screening .................................................................................... 8
2.2 Concept Scoring ..................................................................................... 19
2.3 Concept Testing ...................................................................................... 26
2.3.1 Define the purpose of the concept test .................................................. 27
2.3.2 Choose Survey Population ................................................................... 27
2.3.3 Choosing a Survey Format ................................................................... 28
2.3.4 Communicate the Concept .................................................................... 28
2.3.5 Result Interpretation of Concept Testing .............................................. 28
CHAPTER 3 ........................................................................................................ 33
FINAL PRODUCT ............................................................................................. 33
3.1 Product Positioning ................................................................................ 33
3.2 Final Concept and Spesifications ........................................................... 35
3.3 Final Description .................................................................................... 35
CHAPTER 4 ........................................................................................................ 37
CONCLUSIONS ................................................................................................. 37
REFERENCES .................................................................................................... 38
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LIST OF FIGURES
Figure 1.1. Mind Map of Existing Concepts of Organic Rice Fertilizer............... 3

Figure 1.2. Mind Map of New Concepts of Organic Rice Fertilizer .................... 5
Figure 1.3. Mind Map of Generation Concepts of Organic Rice Fertilizer .......... 7
Figure 2.1 Respondents’ Interest on using Fertilizer ........................................... 29
Figure 2.2 Respondents’ The Using of fertilizer form .......................................... 30
Figure 2.3 Respondents’ Interest of The Concept ................................................. 30
Figure 2.4 Respondents’ Purchase Intention ......................................................... 31
Figure 2.5 Concept Selection ................................................................................ 32
Figure 3.1 Perceptual Mapping of New Fertilizer Product ................................... 34
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LIST OF TABLES
Table 2.1 Combining Concept Screening with RVF Method ............................... 8

Table 2.2 Concept Screening Criteria ................................................................... 15
Table 2.3 List of Matrix of Concept Screening..................................................... 18
Table 2.4 List of Product’s Criteria ...................................................................... 20
Table 2.5 Rate the Concept ................................................................................... 21
Table 2.6 Description of Rating Score .................................................................. 21
Table 2.7 Concept Scoring .................................................................................... 23
Table 2.8 Result of Respondents’ Occupation ...................................................... 28
Table 2.9 Result of Respondents’ Purchase Intention .......................................... 30
Table 3.1 The Comparison of Own Product and Existing Product Based on
the Criteria .......................................................................................................... 32
Table 3.2 Final Spesification ................................................................................ 34
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CHAPTER 1
CREATING CONCEPTS
1.1 Splitting Problems

The first step that must be done in creating concept is to split the problem
into sub-problems and to analyse sub-functions. Focus on sub-problems that
appear to be critical to the product (The Wessselingh, 2007). Although, this
method is quite simple, it is really helpful for the development team as the initial
step in creating a lot of innovative concepts that are acceptable for the market. So,
from the topic “Organic Rice Fertilizer that Stimulates Production of Rice Grains
and Sweet-Scented Rice”, the authors breakdown the word by word, it becomes
more effective to spread them down into questions and related into those topic.
Organic Rice Fertilizer that Stimulates Production of Rice Grains and Sweet-
Scented Rice
A. Organic Rice Fertilizer

1. What is the raw material to make organic rice fertilizer?
2. How is the process of making organic rice fertilizer?
3. How is the organic rice fertilizer is used?
4. What are the nutrients of organic rice fertilizer?
5. What additional growth hormones are used to stimulate other functions?
6. What are the functions and advantages of using organic rice fertilizer?
7. What is the side effect of using organic rice fertilizer?
B. Stimulate Production of Rice Grains

1. What is the nutrient or hormone that stimulates the production of rice
grains?
2. What are the paramters of fast growth of plant?
3. What is the side effect of fast growth of plant and production of rice
grains?
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4. Is there another additional treatment?

C. Sweet-Scented Rice
1. What is the nutrient or hormone that can produce sweet-scented rice?
2. What kind of scented that produce?
3. How long is the durability of sweet-scented?
4. What is the side effect of sweet-scented rice?
5. What is the side effect of additional nutrient or hormone to the plant
growth?
1.2 Existing Concepts
In the stage of creating concept, the authors need to know about ideas of
existing product that have been available on the market. Previously, the authors
had analyzed specification of some existing products through benchmarking
method and product specification. In this section, the authors create a mind map to
explain concepts of existing product that have been available on the market also
conventional method that widely used.
At this time, the form of are divided into two types, based on rice fertilizer
form, liquid and solid. Each of form will be divided into different type of form.
For solid, there are powder, granule, and tablet. For liquid, there are pour and
spray form. The authors also consider the raw material, the nutrients, and the
functions. The mind map are shown in figure 1.1.
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Figure 1.1. Mind map of existing concepts of organic rice fertilizer
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1.3 New Concepts

After creating a mind map of existing ideas, then the authors develop the
new ideas that haven’t existed before. based on functions that the authors wanted
to improve. There will be addition of functions, raw materials, and nutrients to
support other innovated functions. Detail of the new ideas are listed below in
figure 1.2.
5
Figure 1.2. Mind map of new concepts of organic rice fertilizer

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1.4 Generating Concepts

After the authors list existing concept and new concept, the authors
combine both existing and new concept to be screened later. The list of concept
generation is shown in figure 1.3.
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Figure 1.3. Mind map of generation concepts of organic rice fertilizer
CHAPTER 2
CONCEPT SELECTION
2.1 Concept Screening

After identifying problems by splitting the problems into sub-problems
and searching for existing and new ideas, the next step to do is screening the
concepts. The purpose of concept screening is to reduce the many product
concepts generated to a relative few that will get additional refinement and
analysis. The concepts screening procedures are:
1. Prepare the screening matrix
2. Rate the concepts
3. Rank the concepts
4. Combine and improve the concepts
5. Select one or more concepts for further refinement and analysis
6. Reflect on the result and process\
The concepts that have gathered from the previous chapter are written into
these screening matrix. The used method is RVF method to separate the concepts
into some categories so it will be easier to choose the best concepts. RVF method
will classified the concepts into three classes which are Redundant (R), Foolish
(F), or Vague (V). Here below is the list of rejected concepts from the screening.
Table 2.1 Combining Concept Screening with RVF Method
Ideas Concepts RVF

Number
Organic rice fertilizer to fasten harvest R
time, with macro & micro nutrient,
1
made of environmental waste in solid-
granule form.
2
tablet form.
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Table 2.1 Combining Concept Screening with RVF Method (Cont’d)

3
powder form.
4
made of biological waste in solid-
granule form.
5
made of biological waste in solid-tablet
form.
6
powder form.
Organic rice fertilizer to freshen leaves, F
with macro & micro nutrient, made of
7
environmental waste in liquid-pour
form.
with macro & micro nutrient, made of
8
environmental waste in liquid-spray
form.
9 with macro & micro nutrient, made of
biological waste in liquid-pour form.
10 with macro & micro nutrient, made of
biological waste in liquid-spray form.
Organic rice fertilizer to fasten growth V

plant, with macro & micro nutrient,
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granule form.
10
Organic rice fertilizer to fasten growth R

12
tablet form.
13
powder form.
14
granule form.
Organic rice fertilizer to fasten growth R
15
form.
16
powder form.
Organic rice fertilizer to repair soil V
condition, with macro & micro nutrient,
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granule form.
Organic rice fertilizer to repair soil R
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tablet form.
19
powder form.
20
granule form.
11
Organic rice fertilizer to repair soil R

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form.
22
powder form.
Organic rice fertilizer to produce more V
grains, made of organic industrial waste
23
and completed with ZPT in solid-
granule form.
Organic rice fertilizer to produce more R
24
and completed with ZPT in solid-tablet
form.
Organic rice fertilizer to produce more V
25
and completed with ZPT in solid-
powder form.
Organic rice fertilizer to produce more F
26 grains, made of algae and completed
with ZPT in solid-granule form.
with ZPT in solid-tablet form.
with ZPT in solid-powder form.
29 grains, made of seaweed and completed
30 grains, made of seaweed and completed
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Organic rice fertilizer to produce more grains, F

31 made of seaweed and completed with ZPT in
solid-powder form.
Organic rice fertilizer to produce more grains, V

made of agricultural waste and completed
32 with ZPT in solid-granule form.
Organic rice fertilizer to produce more grains, R

33 with ZPT in solid-tablet form.

34 with ZPT in solid-powder form.
Organic rice fertilizer to produce sweet- V

scented rice, made of fragrance compound
35 and completed with ZPT in solid-granule
form.
Organic rice fertilizer to produce more grains, R

made of fragrance compound and completed
36 with ZPT in solid-tablet form.

made of fragrance compound and completed
37 with ZPT in solid-powder form.
Organic rice fertilizer to produce bigger- R

grains, made of organic industrial waste and
38 completed with ZPT in solid-granule form.

39 grains, made of organic industrial waste and
completed with ZPT in solid-tablet form.
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40 grains, made of organic industrial waste and
completed with ZPT in solid-powder form.

41 grains, made of algae and completed with
ZPT in solid-granule form.

ZPT in solid-tablet form.

ZPT in solid-powder form.

44 grains, made of seaweed and completed with



grains, made of agricultural waste and
47 completed with ZPT in solid-granule form.

48 completed with ZPT in solid-tablet form.

49 completed with ZPT in solid-powder form.
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Organic rice fertilizer to increase number of F

50 sprouts, made of organic industrial waste and
completed with ZPT in solid-granule form.
completed with ZPT in solid-powder form.
53 sprouts, made of algae and completed with
56 sprouts, made of seaweed and completed
with ZPT in solid-powder form.
59 sprouts, made of agricultural waste and
completed with ZPT in solid-granule form.
60 sprouts, made of agricultural waste and
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Organic rice fertilizer to increase F

number of sprouts, made of agricultural
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waste and completed with ZPT in solid-
powder form.
After separated into three classes, there are some rejected concepts from
the list. The reasons why those concepts are rejected are, the first one because the
concept is foolish, based on group discussion, the concepts are using expensive
materials like algae, because it will be hard to cultivate algae, and it can be used
for the other useful products. The other concepts are rejected because they are
Redundant, it is because the concepts are just too good to be true, the concepts
will spend too much money just to make it happen, besides the market does not
really need it.
2.1.1 Prepare the Selection Matrix
After doing the screening process, the next step to do the concept
screening is prepare the selection matrix. In the selection matrix, there are some
selection criteria and reference concept. The selection criteria should consider the
consumer needs and enterprise needs. The most important thing about criteria is
that it should differentiate the concept.
Table 2.2 Concept Screening Criteria

Number Criteria
1 Health & Safety
2 Sweet-Scented Rice
3 Stimulate Growth Rate
4 Produce more Grains
5 Easy to Use
6 Affordable Product Price
The first criteria is Health and Safety which is the biggest priority of this
concept screening. Product that related with food which will be consumed by
people should have health and safety standard in their screening criterion. It is
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made to make sure product which will be used by the people is save and do not
give bad effect for the long term.
The second criterion is Produce More Grains. From the background of this
product, there are some reasons why rice production in Indonesia still cannot pass
the consumption number. The biggest reason is number of active land in
Indonesia is reducing. That is why fertilizer that can make rice produce more
grains is important because of it can support rice production without consider
about the active land. The third criterion is Stimulate Growth Rate, because
growth rate from rice is important to support the rice production and it is the
original objective of fertilizer. The faster growth rate, the faster harvesting period
will come, and the higher number of rice production.
The fourth criterion is Effectiveness, because the main goal of this product
selling are to make the client satisfied and to have high number of sold product.
The costumers will be more interested with the product which can perform really
well based on its form and its work. With this criterion, there will be standard of
product properties so it will be more effective and increase the costumers’
satisfaction.
The next criterion is the Sweet-Scented Rice, as in the needs survey there
are 53% of people who are interested with sweet-scented rice and will buy that. It
is not a high number, but with this criterion the product result will be more
attractive to people because the product result should have good scented and the
effect is it will increase the selling rate number.
And for the final criterion is Affordable Product Price, because some
people think about the price first than the function of the product. People will
search for the other product with the same function and lower price even if the
product is less effective.
2.1.2 Rate of the Concepts
For each concept, the each criterion should be rated as plus (+), zero (0), or
minus (-).
 Plus (+) means that it’s better than preference concept.

 Zero (0) means that it’s the same as preference concept.
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 Minus (–) means that it’s worse than preference concept.

2.1.3 Rank of the Concepts
Rank of the concept can be made by summing all of the criterion rating for
each concept. Ranking the concepts used to review screening result and to check
which concept is qualified for most criteria and can go to the next step, which is
concept scoring.
For the reference concept, the concepts that used for the comparison are
the best concept that have been benchmarked for designing the product. The result
of concept screening in shown in Table 2.3.
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Table 2.3 List of Matrix of Concept Screening

Concepts
Criteria
Reference 11 13 14 16 17 19 20 22 23 25 32 34 35 37
Health & Safety 0 + + 0 0 + + 0 0 + + + + + +
Sweet-Scented Rice 0 0 0 0 0 0 0 + 0 0 0 0 0 + +
Stimulate Growth
0 + + + + 0 0 0 0 + + + + 0 0
Rate
Produce more
0 0 0 0 0 0 0 0 0 + + + + 0 0
Grains
Effectiveness 0 + 0 + 0 + 0 + 0 + 0 + 0 + 0
Affordable Product
0 0 0 0 0 0 0 0 0 + + + + 0 0
Price
Amount + 0 3 2 2 1 2 1 2 0 5 4 5 4 3 2
Amount - 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Total Amount 0 3 2 2 1 2 1 2 0 4 3 4 3 3 2
Ranking 3 4 4 5 4 5 4 6 1 2 1 2 3 4
Result YES YES YES YES YES YES
(Source: Author’s personal data, 2018)

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2.2 Concept Scoring

The third step of the concept selection is the concept scoring. This is one
of the most important step, where the concepts would be scored to narrow them
down to get the best concept among the other concepts. In a brief explanation, the
authors created a set of weighing factor based on the importance of the previous
criteria. The concept that has the highest score based on this concept scoring
would become the best concept and would be chosen as our main concept to be
developed as a new product.
2.2.1 Prepare the Selection Matrix
In concept scoring, the selection matrix consists of 3 main column, there
are criteria, weight factors, and concept ideas which consist of rating score and
weighted score for each concept. The criteria that written in this section are more
detailed and specific than the last step, using a scale of five. Weight factors are
stated in a total of one hunderd. The concept would be scored based on literature
and customer needs from questionnaire that have been spread in advance.
Here are the criteria that would be used in scoring the concept:
 Health & Safety (20%)

This criterion determines the nutritional content that is in the rice and also
the macro and micro elements in the rice. This parameter is also seen from
the function of rice and toxicity. Rice produced by anorganic fertilizers is
not friendly and can damage soil structure otherwise chemicals component
in the anorganic fertilizers can be absorbed into rice and make rice toxic.
 Sweet – Scented Rice (20%)
This criterion determines the content of volatile compounds in the rice that
can make Sweet – Scented rice. This volatile compound content
determines the type of luster of rice because each volatile compound has a
different aroma.
 Stimulate Growth Rate (20%)
This criterion determines the speed of the rice growth rate. This parameter
can be measured by how much time it takes for rice to growth until the
harvest time (day or month). Growth and yield formation in rice depend on
20
integrated impacts of genotype, environment and management. A rice

growth simulation model can provide a systematic and quantitative tool for
predicting growth, development and productivity of rice under changing
environmental conditions.
 Produce more Grains (20%)
This criterion determines the qualitative amount of grains produced at
harvest time. This parameter can be measured from the weight of the
resulting grains and compared with the result from yields of grains before
using organic fertilizer.
 Effectiveness (10%)
This criterion determines how easy it is in the use of fertilizers in
production for rice. The parameter of this criterion consist technique of
using fertilizer based on the literature and farmers needs from the
questionnaire that have been spread in advance.
 Affordable Product Price (10%)
This criterion determines the price affordability of the product. The price
of the product is determined by the production cost. The parameter of this
criterion consist of the prices that would be proposed to the customer
based on the literature and customer needs from the questionnaire that
have been spread in advance.
Table 2.4 List of Product’s Criteria
Number Criteria
1 Health & Safety
2 Sweet-Scented Rice
3 Stimulate Growth Rate
4 Produce more Grains
5 Effectiveness
6 Affordable Product Price
2.2.2 Rate the Concept

The next step after the preparation of the selection matrix is concept rating.
The criteria are detailed into five scoring parameters.
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Table 2.5 Rate the Concept

Relative performance Relative performance
1 Bad
2 Enough
3 Good
4 Great
5 Excellent
Table 2.6 Description of Rating Score

Criteria
Rati Health & Sweet- Stimulat Produc Effectivenes Affordabl
ng Safety Scented e Growth e more s e Product
Rice Rate Grains Price
1 Arsenic Stinky 100 days <25% Volatile >$10/kg
Content Liquid
>0,25 and
soil weight
>1,4
gr/cm3
2 Arsenic No odor 95 days 25% Solid- $9-10/kg
Content tablet/powde
0,25 and r form, slow
soil weight release
1,4 gr/cm3
3 Arsenic Yes and 90 days 50% Solid-powder $7-8/kg
Content the form, fast
0,25 and durability release
soil weight until it’s
1,35 sold
3
gr/cm
4 Arsenic Yes and 85 days 75% Solid-granule $5-6/kg
Content the form, fast
0,25 and durability release
1,2 gr/cm3 cooked
5 Arsenic Yes Yes 80 days 100% Non-volatile $3-4/kg
Content and the liquid, fast
<0,25 and durability release
<1,2 consume
3
gr/cm d
(source : Author’s personal data)
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2.2.3 Rank the Concept

Rank of the concept is based on the scoring from the highest to the lowest
score. As stated in advance, the concept that has the highest score or the highest
rank based on the concept rating would become the best concept and would be
chosen as our main concept to be developed as a new product. The concept
scoring is shown in Table 2.7.
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Table 2.7 Concept Scoring

Concept
11 23 25 32 34 35
Criteria Weight
Weighted Weighted Weighted Weighted Weighted Weighted
Rating Rating Rating Rating Rating Rating
Score Score Score Score Score Score
Health & Saftey 20 4 80 4 80 4 80 4 80 4 80 4 80
Sweet – Scented
20 3 60 3 60 3 60 3 100 3 60 5 100
Rice
Stimulate
20 5 100 4 80 4 80 4 80 4 80 3 60
Growth Rate
Produce more
20 3 60 5 100 5 100 5 40 5 100 3 60
Grains
Effectiveness 10 4 40 4 40 3 30 4 40 3 30 4 40
Affordable
10 3 30 4 30 4 40 4 40 4 40 3 30
Product Price
Sum of score 100 370 390 390 380 390 370
Rank 3 1 1 2 1 3
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2.2.4 Explanation of Scoring Concept

Here is the brief description about scoring system. For concept no 23, the
sum of scoring is 390. Concept 23 is “Organic rice fertilizer to produce more
grains, made of organic industrial waste and completed with ZPT in solid-granule
form”. Concept 23 for criteria of poduce more Grains get the high score (Rating 5)
it means that the organic fertilizer in this concept can produce more grains. The
production capability can be increased to 100% more than normally. In addition to
the effectiveness of the organic fertilizer, this concept gets a rating of 4 (great)
because this concept made the organic fertilizer in solid form -specifically is a
solid-granule form- that can be fast release. Concept 23 uses raw materials from
organic industrial waste like food waste and then adds some ZPT to support the
growth of paddy. In this concept the author gives the cost of range $7-8/kg for the
organic fertilizer.
For concept no 25, the sum of scoring is 390. The concept is “Organic rice
fertilizer to produce more grains, made of organic industrial waste and completed
with ZPT in solid-powder form”. This concept has the similar thing in all criteria
with the concept of number 23, but the difference is in the concept of number 25
is the form of organic fertilizer used is powder forms and the price is more
cheaper which is about $5-6/kg, because to make organic fertilizer into granule
form is more expensive than powder form. The author gives rating of 3 (good) for
the criteria of effectiveness in organic fertilizer due to fertilizer solid-powder and
fast release. Based on the literature, solid-granule form of organic fertilizer has a
longer durability than a solid-powder form. This concept also uses raw materials
from organic industrial waste like food waste and then adds some ZPT to support
the growth of paddy.
For concept no 34 the score are the same with concept number 23 and 25.
The concept for number 35 is “Organic rice fertilizer to produce more grains,
made of agricultural waste and completed with ZPT in solid-powder form.” In this
concept the form used is the same as the concept of number 25. But the different
is the raw material to make organic fertilizer. Concept number 34 is using raw
materials from agricultural waste and then adds some ZPT to support the growth
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of paddy. In this concept the author gives the cost of range $7-8/kg for the
organic fertilizer.
fertilizer to produce more grains, made of agricultural waste and completed with
ZPT in solid-granule form.” In this concept the form used is the same as the
concept of number 25. But the different is the raw material to make organic
fertilizer. Concept number 32 is using raw materials from agricultural waste and
then adds some ZPT to support the growth of paddy. In this concept the author
gives the cost of range $5-6/kg for the organic fertilizer.
fertilizer to fasten growth plant, with macro & micro nutrient, made of
environmental waste in solid-granule form.” This concept adds growth hormone
to the raw material to make organic fertilizer. The raw materials used are
environmental waste and also added macro and micro nutrients into it. This
concept for the criteria of stimulate growth rate gets the highest value (rating 5)
because in this concept the author using growth hormone so that the growth of
paddy will be faster than normally. For the price, the author gives the cost of
range $7-8/kg for the organic fertilizer.
fertilizer to produce sweet-scented rice, made of fragrance compound and
completed with ZPT in solid-granule form.” In this concept the authors add some
volatile compounds into raw material to make organic fertilizers that can make
rice has a fragrant aroma. The fragrant aroma of rice depends on the content of the
compounds in it. The criteria of Sweet - Scented Rice this concept gets the
maximum value of 100 (rating 5) it means that rice has aroma and the durability
until it 's consumed because the author' s goal of this concept is to make rice has a
fragrant aroma, while for the criteria Stimulate Growth Rate and Produce more
Grains has a rating of 3 (Good). This concept also added ZPT to support the
growth of paddy to the raw materials. This form of organic fertilizer is solid-
granule and the price of this organic fertilizer is range $5-6/kg.
2.2.5 Decide the Best Scoring
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\ The last step of the concept scoring is the decision of which concept that
should be developed as the main concept of the product based on the concept
ranking. The concept that has the highest rank is concept number 23,25 and 34.
Concept number 23 : “ Organic rice fertilizer to produce more grains, made of
organic industrial waste and completed with ZPT in solid-granule form”. Concept
number 25 : “Organic rice fertilizer to produce more grains, made of organic
industrial waste and completed with ZPT in solid-powder form.” Concept number
34 : “ Organic rice fertilizer to produce more grains, made of agricultural waste
and completed with ZPT in solid-powder form”. Therefore, concept number 23,
25 and 34 will be combined.
1 : Organic rice fertilizer to produce more grains, made of organic industrial
waste or agriculture waste and completed with zpt in solid form
waste and completed with zpt in solid-powder form
3 : Organic rice fertilizer to produce sweet scented rice, made of fragrance
compound and completed with zpt in solid-granule form
In the end will be selected one concept is decided to be the product
concept. The chosen concept is “Organic rice fertilizer to produce more grains,
made of organic industrial or agricultural waste and completed with ZPT in solid
form”. Then, the next step of concept selection is concept testing, which the
concept would be tested to the customer.
2.3 Concept Testing
Concept testing is very important step. The definition of concept that had
been gotten has to be tested before manufacturing. After the authors define the
concept of the product, it should knowed if the concept of the product can be
accepted in market. The result of concept testing can be used for reviewed the
concepts so the product can be more improved.
Concept testing is used for several purposes. They are for Go/no-go
decisions, What market to be in our product is, selecting among alternative
concepts, confirming concept selection decision, benchmarking, and soliciting
improvement ideas, forecasting demand, and deciding if our product is ready to
launch. (Eppinger, 2000)
27
To do testing the concept right we should follow the process. The process is
 Define the purpose of the test
 Choose a survey population
 Choose a survey format
 Communicate the concept
 Measure customer response
 Interpret the results
 Reflect on the results and the process
(Eppinger, 2000)
By following the process, then it can get the purpose of concept testing.
The concepts can be reviewed after concept testing, which concept that can
acknowledged by the customers.
The purposes of testing concept can be achieved by doing survey. There are
many ways to do survey. The format of survey is how we give our survey
questions to the customers, by face-to-face or questionnaire. How we deliver our
concept to the customers can be done by verbal description, sketch, photograph or
rendering, storyboard, video, simulation, interactive multimedia, physical
appearance model, and working prototype. (Eppinger, 2000)
2.3.1 Define the purpose of the concept test
The purpose of the test is to know what market is our product, confirming
concept selection decision, forecasting demand. By achieving this purpose, we can
develop our product. We want to know if the concepts that we proposed has fully
fulfil customers need. If they have not fulfilled the customers need, we can get
their demand toward our product by interviewing them and dig the ideas that has
not included in our concepts.
The final purpose of create and produce new product is getting benefit. The
strategy to get big benefit is how we market our product to customers. Testing our
concepts can help us to determine if the market for our product is right or not.
2.3.2 Choose Survey Population
We determine the respondents to do a survey about our product. They are
the housewife and farmers but the main target is farmers because the concepts of
our product mostly will fulfil their need. The farmers need to make their rice
28
plants growing up fast, full a lot of grains and produce sweet-scented rice. They
can get much more profit when the fertilizer is used. We choose 30 people to do
our survey.
2.3.3 Choosing a Survey Format
We did our survey by face-to-face. The question contain four parts, those
are qualification, product description, purchase intent, and comment. By doing
survey by this format, we can get customers perceptions of our concepts and their
need deeper.
2.3.4 Communicate the Concept
Communicating the concept is how we describe our product concept to the
customers. The goals of this step are they can understand the mechanism of our
product work and the advantages of our product. We use verbal description to
deliver our product concepts.
2.3.5 Result Interpretation of Concept Testing
We did survey to 33 people with different profession. we targetted them as
potential customers for our product. Fruit sellers are our main taget.
Table 2.8 Result of Respondents’ Occupation
Occupation Total Respondents

Farmers 20
Housewife 20
The first time, we asking the farmers for the interesting on using fertilizer
and the texture that is used.
29
20%
10%
70%
Organic Rice-Fertilizer
Non Organic Fertilizer
The combination of Organic and Non Organic Fertilizer
Figure 2.1 Respondents’ Interest on using Fertilizer

(Source: Reproduced from Questionnaire, 2018)
25%
0%
75%
Solid Liquid Solid-Liquid
Figure 2.2 Respondents’ Interest in fertilizer form

After seeing the enthusiasm of farmers for using organic fertilizer. The
authors also conducted interviews again with farmers who became the target
market of our organic fertilizer sales. We use verbal description to explain the
concept of our product. From the result 100% correspondents interest with the
idea of our products.
30
0%
100%
Interest Uninterest
Figure 2.3 Respondents’ Interest of The Concept

From the result above, we can see that the idea of our product get positive
feedback from the correspondents. But, we want to know, the intention of them
purchasing our product.
0%
10%
20%
15%
55%
Definitely purchase Probably purchase Might or might not purchase

Probably not purchase Definitely not purchase
Figure 2.4 Respondents’ Purchase Intention

Table 2.9 Result of Respondents’ Purchase Intention

31
Options Total Respondents

Definitely purchase 4
Probably purchase 11
Might or might not purchase 3
Probably not purchase 2
Definitely not purchase 0
From the result we can conclude that our product get positive feedback
and can be accepted by market.
This product is still not common in market.We have to improving our
product better so it can be compete in market and get more benefit from sales. We
have 3 concepts from the result of concept scoring. They consist of :
waste or agriculture waste and completed with zpt in solid form
waste and completed with zpt in solid-powder form
3 : Organic rice fertilizer to produce sweet scented rice, made of fragrance
compound and completed with zpt in solid-granule form
We explained our concept to correspondents and ask which concept is

interesting from their opinions.
Concept Selection by Respondents
18%
Concept 1
Concept 2
52%
30% Concept 3
32
Figure 2.5 Concept Selection

So we get the result of concept testing, that respoondents interest with our
product. They mostly intend to purchase our product. The most intersting concept
in their opinion is concept 1 which is organic rice fertilizer to produce more
grains, made of organic industrial waste or agriculture waste and completed with
zpt in solid form.
CHAPTER 3
FINAL PRODUCT
3.1 Product Positioning

The product concept need to be compared with other concept in order to
determine how good the product concept that will be realized. Comparing product
is done by comparing the concept of own products with the concept of products
that already exist in the market. In making comparisons, the authors use
conceptual mapping. With conceptual mapping, comparison of the product can be
seen by the position in the map. The existing fertilizer that will be chosen for
comparison is the same product as in benchmarking chapter. Those product are
POMI, MASAGRI, FastUp and EvaGROW. Here is the comparison of this
product with the competitor in a table and in the conceptual mapping as follow.
Table 3.1 The Comparison of Own Product and Existing Product Based on the Criteria
Own
Criteria POMI MASAGRI FastUp EvaGROW
Product
Health & Safety 4 4 4 4 4

Sweet – Scented
3 3 4 4 4
Rice
Stimulate
3 3 5 3 5
Growth Rate
Produce more
2 5 3 3 5
Grains
Effectiveness 4 4 3 2 4
Affordable
5 4 3 3 3
Product Price
34
The rating is given from 1 to 5. Rating 5 is given for the best, while rating
1 is for the worst. The figure 3.1 below describes the position of this product
compared with the competitors product based on the criteria above.
Health & Safety

5
4
Affordable 3 Sweet – Scented
Product Price Rice POMI
2
1 MASAGRI
0 FastUp
EvaGROW
Stimulate Own Product
Effectiveness
Growth Rate
Produce more
Grains
Figure 3.1 Perceptual Mapping of New Fertilizer Product. From this mapping, it can
be concluded that the new product is better than the existing products in several category.
From the perceptual mapping above, it can concluded the product
superiority among the existing products is:
a. In health and safety, the designed product has the same rating with existing
products. The raw materials of the overall product is from organic material,
so it can be sured the product is healthy and eco-friendly.
b. In sweet scented rice, some of the existing products provides the aromatic
rice, while the others didn’t have that spesification. The designed product will
be focused to can produces the rice with nice aroma.
c. The own product will contain many of micro and macronutrients that most
needed by the plant to stimulate it growth, either its leaves, straw or the
grains.
d. In produce more grains, the own product will contain the hormones that can
increase the number of grains of rice. Many of the existing products can not
trigger the plant to produce a lot of rice grains because of its less-contain of
hormones.
35
e. In effectiveness,the product that will be made is simply used and can works
optimally with fast release time.
f. The price of this product will be the average price product that has already
exist in the market. It can’t be more expensive nor cheapest one.
Nevertheless, the product’s performance is still the best one with average
price.
3.2 Final Concept and Spesifications
After did the discussion, counducted the survey to the target market, and
did the interview with some experts, the authors has generated the existing
concept and combined it with the new concept of the product that will be built.
The chosen concept is organic rice fertilizer to produce more grains, made of
organic industrial or agricultural waste and completed with ZPT in solid form.
Furthermore, the final concept will be chosen and will lead to the final
specification of the product.
Table 3.2 Final Spesification
Spesification Unit Own Product
Easy to use Yes/No Yes
Sweet-scented rice Yes/No Yes
Price $/kg 5,0
Soil Condition gr/cm3 1,2
Farming time Days 80
Increase of yields % 100
Arsenik Content mg/kg 0,25
3.3 Final Description

After generating the final concept and the spesifications, then it can be
combined to define the final description of the designed product. Based on the
final specification criteria of the product concept, organic rice fertilizer to produce
36
more grains, made of organic industrial or agricultural waste and completed with
ZPT in solid form is chosen as the final concept. The idea concept will be very
useful for the target market, that is the rice farmer. The use of fertilizer can be
more effective and impactful to the increase of yields and growth rate of the rice
plant.
The fertilizer is made to satisfy the rice farmer needs as the customer of
this product. This organic rice fertilizer can increase the amount of production for
rice that always be the problem when the farmers using the organic fertilizer. The
weight of the resulting grains after using this product will be compared with the
yields of grains before using this product. This product will be made from organic
industrial or agricultural waste to make sure the product which will be used by the
farmer is safe and do not give bad effect for the environment. It will contains
macronutrients and micronutrients that are which is much needed by the rice
plant. Also, the rice produced which will be consumed by people should have
health and safety standard.
The designed organic fertilizer will contains ZPT to support the main
functions of this product according to the customer needs, that is to stimulate
growth product. The ZPT is some kind of hormones that will be the main factor
for stimulate growth of plant. So, to make sure the ZPT will be well absorbed by
the plants, the application of the fertilizer must in the right technique. The
fertilizer will be applied to the roots of the plant, with scheduled nutrition release.
Then, the solid form is chosen to fullfil that needs. The solid form will has longer
durability than the liquid one. It will releases the nutritions periodically, then its
use will be more effective than using the liquid form.
Last but not least, the fertilizer will adds some volatile compounds to the
ingredients that will triggers the plant to produces a sweet-scented rice. The
sweet-scented rice is the rice consumer’s most favourite one. So, this innovation
will satisfies the consumer needs and can make the product accepted by the
customers.
CHAPTER 4
CONCLUSIONS
Here are the conclusions of the discussion that has been done.
 The concepts of existing product were divided based on rice fertilizer

functions. Each of functions consists of macro & micro nutrients and made of
different types of raw material. The rice fertilizer itself has two types of form,
which are solid and liquid.
 The new concepts made based on functions that the authors wanted to
improve. There will be addition of functions, raw materials, and nutrients to
support other innovated functions.
 Concept screening aims to evaluate the concept that will be scoring in concept
scoring step. the concept screening uses some criterias and a reference product
and evaluate the ideas
 The third step of the concept selection is the concept scoring. This is one of
the most important step, where the concepts would be scored to narrow them
down to get the best concept among the other concepts.
 The concept that has the highest score based on this concept scoring would
become the best concept and would be chosen as our main concept to be
developed as a new product.
 The criteria used by author to make organic fertilizer product is Health &
Safety, Sweet – Scented Rice, Stimulate Growth Rate, Produce more Grains,
Effectiveness, and Affordable Product Price.
 The chosen concept is “Organic rice fertilizer to produce more grains, made of
organic industrial or agricultural waste and completed with ZPT in solid form.
 From the concept testing, the authors get the purchase intent of customers:
20% diefinitely purchase, 55% probably purchase, 15% might or might not
purchase, and 10% probably not we can conclude that our product can be
accepted by market
 The final concept that has been chosen, then will be compared with the
existing concept. After that, it can be determined the final specifica
38
REFERENCES
Fast Up Group. Pupuk Fast Up. [Online] available at: http://fastup-

group.com/blog/pupuk-fast-up.html [Accessed 13 February 2018]
Haryosusetyo, AW & Simanjorang, Raymond. 2013. Pupuk Organik Cair

MASAGRI. Bandar Lampung: CV Mandala Agro Swakarsa
Maspary. 2014. Cara Memilih Pupuk Organik Cair. [Online] available at:
http://www.gerbangpertanian.com/2014/03/cara-memilih-pupuk-organik-
cair.html [Accessed 12 Februari 2018]
Sidabutar, Batas Harianto. 2017. EvaGROW, Pupuk Organik Yang Dapat

Diaplikasikan Pada Semua Jenis Tanaman. [Online] available at:
http://irisindonesia.com/detailpost/evagrow-generasi-pupuk-organik-
yang-dapat-diaplikasikan-pada-semua-jenis-tanaman [Accessed 11
February 2018]
Ulric, Karl T., Eppinger, Steven D. 2000. Product Design and Development.
United States of America:McGraw-Hill Companies, Inc.

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UNIVERSITAS INDONESIA

ORGANIC RICE-FERTILIZER PRODUCT TO STIMULATE

M. Didy Juliansyah (1506675876)

CHEMICAL ENGINEERING DEPARTMENT

The concepts of existing product were divided based on rice fertilizer

iii Universitas Indonesia

EXECUTIVE SUMMARY ................................................................................... ii

Figure 1.1. Mind Map of Existing Concepts of Organic Rice Fertilizer............... 3

Table 2.1 Combining Concept Screening with RVF Method ............................... 8

1.1 Splitting Problems

A. Organic Rice Fertilizer

B. Stimulate Production of Rice Grains

4. Is there another additional treatment?

Figure 1.1. Mind map of existing concepts of organic rice fertilizer

1.3 New Concepts

Figure 1.2. Mind map of new concepts of organic rice fertilizer

1.4 Generating Concepts

Figure 1.3. Mind map of generation concepts of organic rice fertilizer

2.1 Concept Screening

Table 2.1 Combining Concept Screening with RVF Method

Ideas Concepts RVF

Table 2.1 Combining Concept Screening with RVF Method (Cont’d)

Organic rice fertilizer to fasten harvest R

Organic rice fertilizer to fasten growth V

Table 2.1 Combining Concept Screening with RVF Method (Cont’d)

Organic rice fertilizer to fasten growth R

Table 2.1 Combining Concept Screening with RVF Method (Cont’d)

Organic rice fertilizer to repair soil R

Table 2.1 Combining Concept Screening with RVF Method (Cont’d)

Organic rice fertilizer to produce more grains, F

Organic rice fertilizer to produce more grains, V

Organic rice fertilizer to produce more grains, R

Organic rice fertilizer to produce more grains, V

Organic rice fertilizer to produce sweet- V

Organic rice fertilizer to produce more grains, R

Organic rice fertilizer to produce more grains, V

Organic rice fertilizer to produce bigger- R

Organic rice fertilizer to produce bigger- R

Table 2.1 Combining Concept Screening with RVF Method (Cont’d)

Organic rice fertilizer to produce bigger- R

Organic rice fertilizer to produce bigger- R

Organic rice fertilizer to produce bigger- R

Organic rice fertilizer to produce bigger- R

Organic rice fertilizer to produce bigger- R

Organic rice fertilizer to produce bigger- R

Organic rice fertilizer to produce bigger- R

Organic rice fertilizer to produce bigger- R

Organic rice fertilizer to produce bigger- R

Organic rice fertilizer to produce bigger- R

Table 2.1 Combining Concept Screening with RVF Method (Cont’d)

Organic rice fertilizer to increase number of F

Table 2.1 Combining Concept Screening with RVF Method (Cont’d)

Organic rice fertilizer to increase F

Table 2.2 Concept Screening Criteria

 Plus (+) means that it’s better than preference concept.

 Minus (–) means that it’s worse than preference concept.

Table 2.3 List of Matrix of Concept Screening

Result YES YES YES YES YES YES

(Source: Author’s personal data, 2018)

2.2 Concept Scoring

 Health & Safety (20%)

integrated impacts of genotype, environment and management. A rice

2.2.2 Rate the Concept