Title: Product semantics and wine portfolio optimisation

Authors: Erin MacDonald, Alexis Lubensky, Bryon Sohns, Panos Y. Papalambros

Addresses: Mechanical Engineering, 3200 EECS, The University of Michigan, Ann Arbor, Michigan 48109-2125, USA. ' 3605 Akeby Drive, Modesto, California 95356, USA. ' Mechanical Engineering, The University of Michigan, 2292 GG Brown, Ann Arbor, Michigan 48109-2125, USA. ' Mechanical Engineering, The University of Michigan, 3200 EECS, Ann Arbor, Michigan 48109-2125, USA

Abstract: Semantics is an important aspect of product design. Quantitative models of product semantics can enhance product decisions and positively contribute to a product|s market position. This paper demonstrates the value of linking product semantics, design, pricing and manufacturing decisions in a wine-making optimisation problem. A manufacturing model of the wine-making process allows manipulation and optimisation of wine flavours. Wine bottle shapes are designed using conjoint analysis to convey semantic messages of wine flavour. The shape and flavour models are combined to maximise profitability of a portfolio of wines with different flavours, price points, quantities produced, and matching bottles. Semantics are shown to enhance the portfolio, including profitability.

Keywords: product semantics; design optimisation; wine portfolio optimisation; interdisciplinary design; multi-disciplinary design; conjoint analysis; product design; pricing decisions; manufacturing decisions; wine flavours; wine making; wine bottles; bottle design; bottle shape.

DOI: 10.1504/IJPD.2009.022277

International Journal of Product Development, 2009 Vol.7 No.1/2, pp.73 - 98

Published online: 25 Dec 2008 *

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