Every home…Everywhere Every home…Everywhere Every home…Everywhere Every home…Everywhere Every home…Everywhere Every home…Everywhere Every home…Everywhere "The Life+ High Efficiency Oven (HEO)project: An example of Whirlpool's Modular Product Architecture approach enabling Mass Customization outcomes" John P. Doyle Principal Engineer Global Advancement Development Whirlpool R&D Global Advancement Development, Whirlpool R&D Whirlpool Corporation
Transcript
Every home…Everywhere Every home…Everywhere Every home…Everywhere Every home…Everywhere Every home…Everywhere Every home…Everywhere Every home…Everywhere
"The Life+ High Efficiency Oven (HEO) project: An example of g y ( ) p j p
Global Advancement Development Whirlpool R&DGlobal Advancement Development, Whirlpool R&D
Whirlpool Corporation
Milano Mass Customization Workshop 2013
AGENDA
• Whirlpool Corporation : A Global mass‐production manufacturerof domestic appliances with hugely diverse territories markets & c stomers all needingterritories, markets, & customers all needing Locally tailored innovative Products
• Modular Architecture : A Modular Product Architecture approach (design, supply, and manufacturing) enabling Mass Customization to be executed at Whirlpoolp
• The HEO Project : A Mass‐Customized Highly Efficient Oven (HEO) product for Energy Consumption Reduction, and the Life+ EU Programme
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Milano Mass Customization Workshop 2013
World Leader in domestic appliances
Whirlpool Corporation
Whirlpool Corporation
Operates in 170
countries
60% bigger than
nearest competitor
101 years specialist in
Home Appliances
“At home” in over 200,000,000
households worldwide
Every second, a customer chooses one of our branded products
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Milano Mass Customization Workshop 2013
Whirlpool Corporation today
Whirlpool Corporation
The world’s leading manufacturer and marketer of major home appliances
• Products: full line of major home appliances
• 2011 sales: $ 18.7 billion
• 2011 net earnings: $ 390 million
• 2011 units shipped: 53,753,000
• Manufacturing: 13 countries in 4 continents
• Marketing: 170+ countries
• Employees: approximately 68,000 worldwide
• Brands: compelling portfolio of consumer preferred brands
Milano Mass Customization Workshop 2013 Whirlpool & MC
Whirlpool andMass Customization
“Because of the different preferences of consumers in different markets, a purely global strateg ith standard prod cts isglobal strategy with standard products is not appropriate. Whirlpool prefers to adapt its products to local markets and specific needs while maintaining global integrationneeds, while maintaining global integration in order to realize cost benefits.”
This strategy is known within Whirlpool as gy p“Mass Customization”.
The Mass Customization strategy is executed by means of the Whirlpool Modular Product Architecture (MPA).
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Milano Mass Customization Workshop 2013
The Challenge:
Modular Architecture
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Milano Mass Customization Workshop 2013
The Solution:Modular Architecture
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Milano Mass Customization Workshop 2013
The Outcomes: personalizationi ti
Modular Architecture
pinnovation
configurability
flexibility
integration
variety
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Milano Mass Customization Workshop 2013 Modular Architecture
Modular Architecture is embedded in the Modular Architecture is embedded in the CustomerCustomer ToTo Customer (C2C) ProcessCustomer (C2C) ProcessCustomerCustomer‐‐ToTo‐‐Customer (C2C) ProcessCustomer (C2C) Process
Milano Mass Customization Workshop 2013 Modular Architecture
BIO Module Sets: Component BreakdownBIO Module Sets: Component Breakdownpp
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Milano Mass Customization Workshop 2013 Modular Architecture
Modularity Metrics (at CET level)Modularity Metrics (at CET level)y ( )y ( )
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Milano Mass Customization Workshop 2013 Modular Architecture
BuiltBuilt‐‐InIn‐‐Oven (BIO) Evolution PlanOven (BIO) Evolution Plan
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Milano Mass Customization Workshop 2013
Life+ HEO Project
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Milano Mass Customization Workshop 2013 Life+ HEO Project
The High Efficiency Oven (HEO) project
The High Efficiency Oven (HEO) project is an example of how Whirlpool applies Modular Architecture to deliver Mass Customization outcomes.
The LIFE programme is the EU’s funding instrument for the environment.The general objective of LIFE is to contribute to the implementation,updating and development of EU environmental policy and legislation by
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co‐financing pilot or demonstration projects with European added value.
Milano Mass Customization Workshop 2013 Life+ HEO Project
The High Efficiency Oven (HEO) project
f
http://www.highefficientoven.eu/
The long‐term general objective of the HEO project is to contribute to the main European environment policies, by addressing the issues of energy‐efficiency, over‐dependence from fossil fuels, and GHG emissions, chemicals, and waste.
The HEO project showcases a mix of breakthrough technologies complying to the Whirlpool Modular Architecture design and manufacturing criteria for the production of a new class of domestic electric ovens, applying product customization to deliver an in‐use energy consumption improvement of 30% relative at household level, and up to 50% in energy savings in the production process, if compared to state‐of the art ovens.
The proposed innovative HEO project will demonstrate how customization can be effectively applied to an industrial mass production line though a modular product architecture and manufacturing approach.
The project will have a concrete impact on the Home Appliance industry at a global level by demonstrating in particular the viability of a stainless steel cavity with nano‐technology special treatments applied to the cavity walls.
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Milano Mass Customization Workshop 2013 HEO Modularity
The HEO Modular Design
This exploded view shows components and modules constituting our basic Minerva platform. The 4 components highlighted in yellow are the ones customized for the HEO.
Out of the 4100 kWh EU‐27 average electricity consumption per household per year, approximately 3000 kWh are spent to run appliances, with electric ovens and cookers accounting for 300 kWh (1000 kWh maximum) and electric ovens alone estimated at g ( )100 kWh (300 kWh maximum) per year.
Even on a conservative assumption of assuming only one electric oven installed every three households if all EU 27 households had electric ovens 30% more efficient theythree households, if all EU‐27 households had electric ovens 30% more efficient, they would save approximately 2 GWh per year, or about 100.000 tons of CO2 emissions saved, thus resulting in a substantial impact on the European carbon footprint and in the households’ annual expenditure.
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Milano Mass Customization Workshop 2013
SUMMARY
• Whirlpool Corporation : A Global mass‐production manufacturerof domestic appliances with hugely diverse territories markets & c stomers all needingterritories, markets, & customers all needing Locally tailored innovative Products
• Modular Architecture : A Modular Product Architecture approach (design, supply, and manufacturing) enabling Mass Customization to be executed at Whirlpoolp
• The HEO Project : A Mass‐Customized Highly Efficient Oven (HEO) product for Energy Consumption Reduction, and the Life+ EU Programme
