Showing posts with label Design. Show all posts
Showing posts with label Design. Show all posts

Design of Dc Motor Driver for Solar Tracking program

Design of DC Motor Driver for Solar Tracking program

Abstract-solar trackers rely on a direct current (DC) motor control circuit to control the movement of the solar panels. Conventional DC motor drivers are used in solar tracking system is not an option for speed and torque control. Why does DC motor fixed speed to either too fast or too slow tracking motion. Usually, the output torque is set to maximum. If the load (weight of solar panels) is small, the maximum torque is underutilized and therefore energy is wasted. So, a fully adjustable DC motor driver for solar tracking system shows great potential for commercialization as much energy efficient DC motor control circuit can improve the overall efficiency of the solar tracker. Fewer solar panels are needed when they are linked to high efficiency solar tracking system, which will be reflected to lower system. Therefore will be improved engine driver cause significant impact the solar energy industry. Proposed DC motor driver is fully adjustable in terms of speed and torque. Speed and torque of the engine is directly proportional to the output voltage and the output current of the DC motor driver, respectively. Adaptive control of the output voltage and current is possible by installing algorithm in microcontrollers of DC motor driver and it can be reprogrammed according to the requirement. Control speed do solar tracking system to track the Sun more accurately and torque control saves energy.

the converter is used to step down the voltage to reduce the rotational speed of the Solar Panel [4].

Fig. 1: block diagram of motor driver

I.

INTRODUCTION

Solar tracking system is used to track the position of the Sun in order to get the maximum energy of the solar panel is aligned perpendicular to the incidence of sunlight [1, 2, 3, 12, 13]. Solar panels need to move along with the direction of sunlight during the ...

Seismic Design Of Industrial Rack Clad Buildings Engineering Essay

This paper describes the development of over strength factor and ductility for high level storage system called rack clad building (RCB) system. Unlike the steel storage structures which are common in superstores, these structures are built outside and the outer most frame is used for supporting cladding. As these structures have frequent interaction with people, they pose a great threat towards public safety during any windstorm or earthquake event. Several research works have been done on steel storage rack structures but not on RCB systems and currently no seismic design guideline exists for designing RCB structures. The over strength factor is an important parameter required for calculating design seismic force for a type of structure. The RCB structures generally use teardrop connectors at the beam column joint. These connection systems have semi rigid behavior and shows very different hysteresis behavior compared to a conventional joint. For simulating this behavior in finite element model, nonlinear behavior has been introduced using moment rotation data from a previously done laboratory experiment. Using this experimental data a set of three dimensional models have been generated and several nonlinear static analysis have been performed to determine the over strength factor and ductility with varying heights and bay lengths.

Steel storage racks in supermarket, hardware stores and handy man stores have become very common in Canada. These places are visited by people every day. Due to high proximity of these structures to people, these structures pose a great threat towards public safety. During earthquake these structures if not properly designed to withstand the inertia force can collapse and injure people. Until now very little effort has been put into the Seismic design of these structures.

As these structures are an integral part of everydays public activity the importance of a proper design guideline for these structures is very high. As rack structures are generally located inside of a larger structures wind forces were generally ignored and there was reluctance in considering seismic loading also. The National Building Code of Canada (NBCC, 2005) recognizes the seismic risk of rack storage systems and recommends that seismic provisions be provided while designing these types of structures. FEMA 460, 2005 provides seismic guidelines for designing these storage structures. However RCB is a new type of steel storage structure which is generally installed outside of a building and the sides and roof of the structure is used as the wall and roof of the structure. These types of structures are called rack clad building systems. This idea of using the Rack structures peripheral frame as a wall reduces the need for a larger storage structure for the protection of the racks which significantly reduces cost. This type of structure is getting popular because of low cost and rapid rate of construction. Rack clad building has to withstand the full force of earthquake or wind. For these structures wind forces cannot be ignored and they have to be properly designed against lateral forces as they pose higher risk towards public safety compared to conventional steel storage racks. There are some guidelines in practice for designing steel storage rack system but there are no similar standard in place for designing RCB system against seismic and wind loading. This research is very important as it is going to be a great help for structural designers and construction industry of Canada.

As the number of superstore and warehouses getting increased and public access to them also becoming frequent, safety is becoming a major concern. Safety and security of the citizens of a country is very important and this is also the primary objective of this analysis. The objective of the proposed RCB system analysis is to develop a standard design guideline for the structural design practitioners, contractors and the construction industry. To develop mathematical model several finite element models have been developed. From the finite element model the over strength, force reduction factor, natural time period and ductility have been calculated which are some very important parameters of seismic design. These parameters will be used for calculating seismic base shear for future RCB frame designs and also help in member size proportioning. The expected design performance level of this structure will be used as collapse prevention against maximum considered earthquake.

As the RCB frame comes with elements containing holes at regular interval, the frame elements lose stiffness. So the stiffness of the frame elements have been reduced in the model to take account of the preinstalled holes in the frames. A simple model of a frame element has been generated in FEM software using shell elements to calculate the stiffness with holes and without holes and thus the relative stiffness have been calculated. Using the relative stiffness, several RCB frame models have been produced using line elements and analyzed using computer simulation. The analysis has been carried out using nonlinear static procedure. The results produced from the FEM model was checked against existing test results from the published literature. The beam column joint behavior strength was simulated using the FEM model and checked against the previous experimental values from literature. A hysteresis load deflection relationship curve was produced for result verification and further studies.

This research was carried out to produce a design guideline which is going to enable the design practitioners design the RCB frames based on a solid ground. The standard design methodology for RCB system will enable the designers to achieve life safety performance level against design basis earthquake with minimum time and cost implication. With desired level of performance level these structures will be safer in public interaction during any severe wind load or seismic event. Also by achieving the desired level of performance we will be able to reduce the risk of overdesign and as well as cost.

The first step of the guideline is to calculate over strength and ductility of RCB systems. The second step is the calculation of the natural time period and force reduction factor. The following figure shows these factors and how their relationships.

: Over strength, force reduction factor and ductility

Generally racking systems consists cold-rolled steel sections. The frame system consists of upright posts with holes at regular interval for connecting beams on one side and braces on the other side. They rely on portal frame action in the down-aisle direction and frame action in the cross-aisle direction to resist lateral loads. The story height can vary depending on the stock required to be stored [7]. The RCB structure under consideration has a story height of 1600mm. A typical arrangement of a racking system is given in the following figure.

Beam

Diagonal

Pallet support bar

Guard Corner

Frame

Drum Chock

Plywood clipboard

Galvanized steel shelf panel

Base plate

: Basic components

The frame system used in the down-aisle direction of steel storage racks which uses teardrop beam to upright connection, although appear similar to steel moment-resisting frames defined in the 2003 NEHRP commended Provisions FEMA 2004, behave very differently than the connection system commonly used in buildings. Generally moment resisting connections in buildings are designed to cause inelastic deformations in the beams away from the beam column joint, but this inelastic behavior occurs directly in the beam-to-column connections in RCB structures. [6]

In rack industry, the columns are called uprights. Although the system exhibits highly nonlinear behavior up to very large relative rotations between the beams and column, it remains almost elastic in the sense that the behavior does not cause permanent deformation in the beams and uprights joint. The inelastic rotation capacity of beam-to-upright connections is significantly high and for the connection under consideration has exceeded 0.06 radians and some researcher [6] found out that it can be as high as 0.2 radians. In general building moment-resisting connections have inelastic rotation capacity in the range of 0.04 radians for special moment-frame systems. However, the rotational demands on rack moment resisting connections are much greater than that that of buildings because of the relatively short height of rack structures for comparable fundamental time periods. Therefore, the high rotational capacity of beam-to upright moment-resisting connections is necessary in order for the structure to withstand strong earthquake ground motions. [6]

The performance expectations and design intentions of the 2003 NEHRP Recommended Provisions: “The design earthquake ground motions specified herein could result in both structural and nonstructural damage. For most structures designed and constructed to these provisions and constructed according to these provisions, structural damage from design earthquake ground motion will be repairable although perhaps not economically so. The actual ability to accomplish these goals depends upon a number of factors including the structural framing type configuration, materials, and as-build details of construction for ground motions larger than the design levels; the intent of these Provisions is that there is a low likelihood of structural collapse.” [6]

The performance expectations can be stated for the structural design of steel storage racks as follows; the rack structures have a low probability of collapse when subjected to the Maximum Considered Earthquake or MCE ground motions. Storage racks are currently designed using equivalent lateral force procedures that use reduced Design Basis Earthquake DBE ground motions. Collapse prevention at the MCE ground motions is taken to be 1.5 times larger than the DBE ground motions, is not completely based on solid mathematical ground and only based on past experience. As the inelastic behaviors of rack structural members and connections are significantly different from building structural systems, it would be desirable that in addition to the equivalent DBE lateral force design, a check of collapse prevention at the MCE be explicitly made [6].

In the following figure a side view of a RCB structure is shown which shows the use of braces in the down isle direction

: Side view of a RCB with braces

In the subsequent figures some important components of RCB are shown

: Spacer beams connecting two racks

: Typical upright post detail

: Typical upright post to beam connection [4]

The posts are made of 1.8mm, 2mm, 2.6mm and 3mm thick steel. The shape of the section is shown the figure above. Beams are generally rectangular box section with thickness varying from 1.5mm and 1.8mm. The beam depth ranges from 72mm to 150mm. The width is generally 50 mm.

Braces are made of ‘C’ sections with typically two types of sections 45mmX30mmX2mm and 60mmX30mmX4mm. These braces are generally connected with the upright with a single nut and a bolt.

For computer modeling of the actual beam column joints moment rotation data were used from [1]. The moment rotation behavior of beam column connection is shown below.

: Double cantilever test setup

The experimental moment rotation plots for different combinations are shown below. From these moment rotation graphs the one suitable for the project under consideration was selected,

: Moment rotation plots for varying column thickness and beam depths for a 4 lipped connector

which is the curve corresponding to 2.5UT-4L-100BD. An idealized curve was plotted with secant stiffness and strain hardening slope. The idealized curve is shown below.

: Experimental and Idealized moment rotation curve

Several analytical models are generated in finite element modeling software to calculate section properties and to simulate the beam-to-upright joint nonlinear moment rotation behavior.

This calculation was carried out to eliminate the need for modeling the post section with holes for the full structural model. Modeling with holes requires shell element based modeling for the column section, which is time consuming and impractical from analysis point of view. The approximate section properties of the post section were calculated partially using computer model and hand calculation. And a relationship has been developed between the section with and without hole. . The calculated properties are moment of inertia, shear area, average cross sectional area and torsional constant. Below is a FE post model with holes

: A cross section and a finite element model of an upright with hole

Some calculated section property is shown in the table below

Moment of Inertia about 2 axis

90.35%

Moment of Inertia about 3 axis

86.11%

Average cross sectional area

95.60%

Torsional Constant

98.16%

Shear area in 2 direction

84.39%

Shear area in 3 direction

89.22%

: Relative stiffness with respect to section without holes

In order to take account of the non linear moment rotation behavior into account, a non linear hinge has been modeled in the FE software. The hinge model was tested using a beam column joint. The hinge was inserted at the end of the beam and a non linear static load was monotonically applied until the hinge reached its ultimate capacity. The output from the finite element model is shown below.

: Beam column joint model

: Simulated moment rotation behaviour in the model

The frames were created using FEM software fully capable of dealing with nonlinear material property and geometrical nonlinearity. The beam column joint rotation property is simulated using nonlinear plastic hinges and they were assigned at the beam column joint. The steel plastic hinge behavior is used in the critical length of columns to form plastic hinges after yield moment is reached. Axial nonlinearity (Axial P hinge) is used for braces so that they take considerably lower load in compression. This nonlinear object can automatically calculate the buckling load and can make the braces ineffective after the buckling load has reached. The pushover analysis that is used here is nonlinear static in nature. The load is applied in a specified direction using a accelaration in that direction and subsequent roof top displacement and base shear is monitored until the structure reaches its ultimate capacity. With the monitored data the following curves are generated. Some pushover curves were genereated with self weight only others are with self weight plus content weight. Content weight is 2000Kg per tray which equates to 4.35KN/m for the beams.

Fig 13: Two dimensional analysis model for down isle direction

Fig 14: Two dimensional analysis model for cross isle direction

Fig 15: Three dimensional analysis model of a single rack in down isle direction (without braces)

Fig 16: Three dimensional braced model with 2X4 bays

Single frame pushover analysis in downisle and cross isle direction. For these analysis the content weight was assumed zero.

Fig 17: Pushover curve for down isle direction (self weight only)

The calculated overstrength factor for the above mentioned frame is 2.5 and ductility is 2.9

Fig 18: Pushover curve for down isle direction (1/3rd content weight)

The calculated overstrength factor for the above mentioned frame is 2.0 and ductility is 2.6

Fig 19: Pushover curve for down isle direction (2/3rd content weight)

The calculated overstrength factor for the above mentioned frame is 4.4 and ductility is 2.8

Fig 20: Pushover curve for down isle direction (full content weight)

The overstrength factor could not be calculated as the beam to upright connections got completely plastisized due to content load alone but the ductility facctor was calculatead to be 2.5

Fig 21: Pushover curve for cross isle direction (Self weight only)

Overstrength factor and ductility for the above mentioned frame is 1.48 and 1 respectively.

Fig 22: Pushover curve of a single rack in down isle direction (Self weight only)

Overstrength factor and ductility for the above mentioned frame is 1.3 and 1.9 respectively.

Fig 24: Pushover curve of a 2X4 unbraced 3d model in down isle direction (Self weight )

Overstrength factor and ductility in cross isle direction for the above mentioned frame is 2.5 and 1.45 respectively.

Fig 25: Pushover curve of a 2X4 fully braced 3d model in down isle direction (Self weight )

Overstrength factor and ductility for the above mentioned frame is 1.9 and 1.0 respectively.

Fig 24: Pushover curve of a 2X4 fully braced 3d model in cross isle direction (Self weight )

Overstrength factor and ductility for the above mentioned frame is 1.3 and 1.33 respectively.

Down isle

2D unbraced

Self weight (SW)

2.5

2.9

Down isle

2D unbraced

SW+1/3rd content

2

2.6

Down isle

2D unbraced

SW+2/3rd content

4.4

2.8

Down isle

2D unbraced

SW+full content

Indeterminate

2.5

Down isle

2D unbraced

SW

1.3

1.9

Cross isle

2D unbraced

SW

1.48

1

Table 3: Overstrength and ductiliity for various types of configuration

From the above mentioned study done for RCB frames it is found out that the overstrength factor is a function of the content weight in the down isle direction and it varies from 1.3 to 4.4, on the other hand the ductility has a range from 1 to 2.9. For full content weight all the beam column joint became plastisized only due to gravity load and hence the overstrength factor could not be calculated. So it is highly recommended that the racks should not be loaded to their full capacity in any situation.

For cross isle direction the frame behaviour is totally governed by the performance of the braces. The buckling failure of the braces are the critical events during a pushover analysis. It was observed that the ductility is only on in this direction which implies that the frame is almost elastic in the cross isle direction upto failure. And the calculated overstrength is 1.48 in cross isle direction.

The most important parameter is the overstrength factor of the fully braced 3d model. It was found out that the overstrength factor in the cross isle direction is 1.3 and ductility is 1.33 and in down isle direction they are 1.9 and 1.0 respectively. The ductility 1.0 in the down isle direction very different from the single frame ductility which was 2.9. It is because the braces are present in the full 3D model. Which induces a fully linear base shear vs roof displacement response to the structure. Due to the braces the structure is unable to freely move laterally and the displacement we get is actually the axial elongation of the braces. On the other hand the same structure without braces shows 23 times more dformation in the down isle direction.

A full scale model will be generated for a RCB system and Incremental dynamic analysis will be carried out to calculate the force reduction factor. For these studies some ground motion data will be selected to best represent the seismicity of this region. For this further study the following nonlinear behavior is simulated in the model to take account of the pinched hysteresis with very low residual deformation observed during the experiment.

As the nonlinear hinge modeled in the FE software cannot take reverse cyclic loading, a Multi linear plastic link model was generated using elastic-plastic property and pivot hysteresis [3] behavior. The pivot hysteresis behavior best represents the moment rotation behavior of the RCB frames beam column joint which is semi rigid in nature. This model is able simulate hysteresis which has very low residual deformation which makes it unique among other hysteresis methods available. This plastic link will be used for incremental dynamic analysis in further studies.

Fig 20: Pivot hysteresis of RCB beam column joint

Fig 21: Simulated hysteresis comparison with experimental plot (Black line represents simulated reults)



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Study Of Developments Of Green Ship Design Engineering Essay

Shipping is the primary means of transport worldwide. We, in Europe, rely on it for goods and travelling from one corner of our continent to the other. Today’s globalised world trade would not be able to function without ships, after all approxi- mately 70% of the earth’s surface is covered by water. Considering the staggering percentages of world trade vessels transport (80%), it is remarkable to note that shipping is already the most environmentally friendly mode of transport and that emissions emitted from ships are small (3%). Operational pollution has been reduced to a negligible amount. MARPOL 73/78 is the most important set of international rules dealing with the environment and the mitigation of ships pollution, it has dealt with certain issues. However, there have also been consider- able improvements in the effi ciency of engines, ship hull designs, propulsion, leading to a decrease of emissions and increase of fuel effi ciency. The environmental footprint of shipping has been signifi - cantly improved through inputs from the marine equipment industry, which adopts a holistic approach when looking at the maritime sector. The equipment suppliers are a valued contributor and innovator within the maritime cluster. The shipbuilding sector encompasses the shipyards and the marine equipment manufacturers including service and knowledge providers. The European marine equipment industry is the global leader in propulsion, cargo handling, communication, automation and environmental systems.

The marine equipment sector comprises of all products and services necessary for the operation, building, con- version and maintenance of ships (seagoing and inland waterways). This includes technical services in the fi eld of engineering, installation and commissioning, and lifecycle management of ships. The value of the products, services and systems on board a vessel can exceed 70% (85% for cruise ships) of the value of a ship. The production ranges from fabrication of steel and other basic materials to the development and supply of engines and propulsion systems, cargo handling systems, gen- eral machinery and associated equipment, environmental and safety systems, electronic equipment incorporating sophisticated control systems, advanced telecommuni- cations equipment and IT. Thus the marine equipment industry supports the whole marine value chain and stake- holders: from the port infrastructure and operation to the ship/shore interface, shipbuilding and ship maintenance.

A large part of the improvements in the environmental footprint of shipping is achieved through the efforts of the European marine equipment industry. A major challenge for the industry today is to ‘transfer technology’ from laboratories to ships, in order to reduce harmful emissions and obtain the benefi t to wider soci- ety. Investments in upgrading older ships are necessary to make them ‘greener’ and more effi cient also in view of setting a benchmark for future new-buildings. A short term objective for the marine equipment sector is to be able to improve energy effi ciency of ships by around 30%. In the medium to long term it has been estimated that a ship’s energy effi ciency can be improved by 60%. These ambitious targets can, however, only be achieved by a continuous innovation process and through increased co- operation between the actors within the maritime cluster.

Shipping has proved to be an effi cient mode of transport throughout history: cutting journey times, building larger vessels to carry more goods, and moving to the combustion engine from the age of steam. Ship-owners, in particular European ones, in cooperation with European shipbuilders (yards and marine equipment) have opted for effi cient and high tech products; this is why the European marine equipment sector is now globally one of the most advanced and innovative, although much more can be achieved. There is already technology existing to help mitigate the environmental impacts from ships. The equipment manufacturers have to maintain levels of investment for new tech- nologies, especially in the present economic climate. Future regulation for the ‘greening’ of shipping is likely to be adopted at inter- national level in the very near future. This could provide a benchmark for further innovation and ensures a high level of technical design resulting in better prod- ucts.

The aim of this book is to provide the reader with a look at currently existing green technology and the impact it has on the environment from a neutral stand- point. Further developed it could provide a benchmark for the current capabilities of technology and if integrated onboard vessels show what they could achieve above and beyond current regulatory requirements. If this technology could be integrated in today’s ships then they could become 15-20% greener and cleaner. If there is further demonstration of newly researched and developed technology then a 33%+ eco-friendliness could be achieved ultimately leading to the zero emissions ship in the not too distant future.

There are 7 issues that should be taken into consideration when talking about re- ducing the environmental impact of vessels1:

“Green ship” is a name given to any sea going vessel that contributes towards improving the present environmental condition in some way or the other. The word “green” in “Green Ship” signifies the green cover of the earth, which is unfortunately reducing as a result of the increase of human intervention in environmental activities.

Maritime industry is one of the greatest contributors of the green house effect, a phenomenon that has drastically affected the earth’s natural ecosystem. Thus, as an effort to reduce carbon emissions coming from the maritime industry and also to support the world movement towards eradicating the green house effect, many shipyards around the world have started inculcating special methods and equipments in their ships, which not only helps in minimizing the carbon foot prints but also in increasing the ships efficiency. These environmentally- friendly ships are known as “Green Ships.”

The greatest contributor of environmental pollution on a ship is the ship’s engine room. The diesel engines and other machinery present in the engine room utilize fuel for their working and release carbon dioxide and other poisonous gases in return. The key to reduce this poisonous emission is to improve the design of these machines and also of the ship. The ships should be designed in such a way that it poses least threat to the environment. Thus, better the design, greener is the ship.

A greener and efficiently designed ship can be achieved by

Minimizing the consumption of materials during ship building.

Reducing the usage of energy and toxic materials during ship manufacturing process.

Using efficient machinery

Improving the overall ship design

Reusing of ship’s parts and accessories during ship maintenance.

Hull design and the kind of materials used in making a ship play a very important role towards the overall efficiency of the ship. For e.g., optimization of hull lines of the ship increases the speed of the ship, saves fuel and also improves the economic efficiency.

Green ship technology means using methods that reduce emission and energy consumption during ship construction processes such as hull construction, painting and fitting. Moreover, a green ship should also abide by all the rules and regulations related to environmental protection and conservation. Thus, if it’s a green ship then special attention is provided during its manufacturing and service processes.

As mentioned earlier, improving the marine machinery is yet another method for making a ship green. The marine equipments chosen for a green ship should consume less energy, emit less pollution and have higher efficiency. This can be done by concentrating on technical aspects of machines such as boilers, main engine, generators, air conditioning system, air compressors etc.

A green ship also means using new technologies such as advanced hull and propeller systems, exhaust gas scrubber systems, waste recovery system, exhaust gas recirculation system etc. Apart from this, use of right grade of fuel for a particular engine also reduces carbon emission and fuel consumption. This also results in less routine maintenance, demanding reduced human labor and energy.

Moreover, there are many new technologies that have completely changed the way a ship works, apart from reducing the carbon emission. A few examples of such green technologies are – the electric propulsion system, which uses an electric management system to improve the overall efficiency of the ship while reducing the exhaust; advanced green diesel engines, which consume less fuel, reduce carbon emission and produce least vibration and noise etc.

Thus, there are many methods for making a green ship green. Also, with the continuous increase in global warming, shipyards around the world are making extra efforts, in their own ways, to contribute towards mitigating the rising environmental concern. Therefore, it can be said that until the conditions related to green house effect don’t improve, the concept of “green ships” is here to stay.

Scientists have agreed to the necessity to limit Global Warming to 2 deg. C. A temperature increase of 2-4 deg. C will lead to:

increased droughts in certain areas.

increased precipitation in other areas.

more frequent and violent hurricanes.

A temperature increase of more than 4 deg. C will most likely change the planet as we know it today.

Kyoto Annex I countries have agreed to reduce GHG by 5.2% by 2012 compared with 1990 levels EU has proposed a 20-20-20, i.e. 20% reduction (compared to 1990 levels) by 2020 Scientists suggest a 50% reduction in GHG emissions by 2050 in order to limit Global Warming

to 2 deg. C.

How much CO2 comes from shipping?

• Two recent studies:

• IMO Expert Group on Air Pollution

• 2009 IMO Greenhouse Gas update study.

• Both use 2007 as reference year.

How much CO2 comes from shipping?

Two recent studies:

2007: 1100 mill. t

2020: 1400 mill. t

Shipping accounts for 3-4% of the total anthropogenic* CO2.

(*produced by human activities)

According to BIMCO company/Organization

Shipping emissions Shipping is projected to increase its GHG (CO2) emissions by approx. 25% from 2007 – 2020.

What are the options for shipping to reduce

CO2 emissions?

1. Improve efficiency

2. Reduce trade (slow steaming, lay-up)

3. Market Based Instruments (MBI)

• It was estimated by the IMO Expert Group that fuel efficiency of new ships can be increased in the order of 30-40%.

• Existing ships can gain 10%.

• Slow-steaming is very efficient, but will limit trade.

• Given the predicted growth in shipping, fuel consumption is estimated to increase with 24% - 28% between 2007 and 2020.

• If shipping is required to reduce its emissions, it cannot be done by technical and operational measures alone without disrupting world trade

• Market Based Instruments (MBI) will need to be applied in the form of Emission Trading or Fuel Levy.

• ETS are part of the Kyoto Protocol and are utilized in several land-based industries.

• EU has developed its own ETS.

• Aviation and Shipping were exempted from regulation by the Kyoto Protocol.

• In July 2008 the EU Parliament decided to include Aviation in the EU ETS.

• Several EU MEPs have expressed a need of also including Shipping in the EU ETS.

• IMO discussed a proposal for the establishment of a Global Shipping ETS at MEPC 59 in July 2009.

During 2009, the partners of Green Ship of the Future decided to work together on a concept study of so-called ‘low emission ships’. The purpose of the study was to investigate the possible overall emission reductions when the various available technologies from the Green Ship of the Future project were implemented already during the design phase of a new ship.

Studies were carried out for two different ship types, an 8,500 TEU container vessel and a 35,000 DWT handy size bulk carrier. The basis for the container vessel was a A-Type vessel from Odense Steel Shipyard, while the basis for the bulk carrier was a Seahorse 35 bulk carrier from Grontmij|CarlBro with a capacity of 35,000 TDW.

In the concept studies, only available and proven ‘green’ technologies were used, which meant that it was possible to build the ships as specified and documented by the two task-leading companies of the concept studies, Odense Steel Shipyard and Grontmij | Carl Bro.

The concept studies were carried out to benchmark the new technologies in relation to the goal of Green Ship of the Future (reduction of exhaust gas emissions) and in relation to the coming international regulations on NOX and SOX emissions and most probably also CO2 emissions by introduction of the Energy Efficiency Design Index (EEDI) for new ships.

Designing a ship is a very complex process because many aspects and constraints have to be taken into account simultaneously. Very often demands interfere with each other in a negative way so that by fulfilling one demand, another demand cannot be fulfilled or is even counteracted.

This interference means that it is not always possible just to accumulate the savings from each individual technology to get the total possible saving or reduction. In the present summary, focus has been on the following technologies:

Sulphur scrubber system

Liquefied natural gas as fuel

Advanced hull paint

Waste heat recovery (WHR)

Water in fuel system (WIF)

Exhaust gas recirculation (EGR)

Other main engine technologies

Optimization of pump and cooling water systems

Advanced rudder and propeller designs

Speed nozzle

To ensure that the two concept ships fulfil the relevant Class regulations, all calculations and drawings have been approved by Lloyds Register, and each ship has thus been given a Class Notation.

A well-designed propeller and rudder system can save up to approximately 4% of the fuel oil consumption. Such a system could be a modern propeller combined with an asymmetric rudder and a so-called Costa Bulb.

With new propeller design methods modern propellers becomes more and more efficient. The Costa Bulb creates a smoother slipstream from the propeller to the rudder. With an asymmetric rudder, the rotational energy from the propeller is utilised more efficient compared to a conventional rudder.

Normally, nozzles are used to improve the bollard pull on tugs, supply vessels, fishing boats and many other vessels which need high pulling power at low speed.

This new kind of nozzle, called a speed nozzle, is developed to improve the propulsion power at service speed. Using the new speed nozzle concept has a saving potential of approximately 5%.

One way to fulfil the future regulations on sulphur emissions is to install an exhaust gas scrubber. This scrubber system use water to wash the sulphur out of the exhaust gas. Measurements have shown that SOx emissions are reduced with up to 98%. It is not only the sulphur which is reduced, also the content of harmful particles are reduced by approximately 80%.

Normally, the electrical power in harbour condition is supplied by using auxiliary engines running on heavy fuel or marine diesel. By using auxiliary engines running on LNG (liquefied natural gas) instead of conventional fuel, significant emission reductions can be achieved.

Emission reductions in the magnitude of approximately 20% on CO2, approximately 35% on NOx and 100% on SOx are the potential of switching from diesel to LNG.

The choice of the right hull paint is essential to keep the resistance at a minimum. Modern anti-fouling hull paint with a low water friction has a fuel saving potential in the region of 3 to 8%.

The reduction of emissions is proportional to the fuel savings.

The waste heat recovery system utilises the heat in the exhaust gas from the main engine. The exhaust gas contains a lot of heat energy which can be transformed into steam. The steam can then be used for heating of the accommodation, cargo areas and fuel oil. The steam can also be used for power generation in a turbo generator. Depending on the configuration, a waste heat recovery system can reduce the fuel consumption by 7 – 14 %.

The formation of NOx is dependent of the temperature in the cylinder liner. By lowering the temperature the NOx emissions are also lowered. By adding water to the fuel before injection, the temperature in the cylinder will be lowered. This will result in a reduction of NOX by 30-35%.

The formation of NOX emissions can be reduced by lowering the temperature in the cylinder liner of the main engine. One way of lowering the temperature is to recirculate some of the exhaust gas. Some of the exhaust gas is mixed with the scavenge air so that the oxygen content is reduced together with a lower temperature in the combustion chamber. Measurements have shown that this technology have a potential of NOX reductions of approximately 80%.

By using an optimised cooling water system it is possible to save up to 20% of the electrical generated power, corresponding to approximately 1.5% reduction of the total fuel consumption. Studies show that the resistance in the cooling water system often can be reduced. When the resistance is reduced smaller pumps can be used and thereby saving up to approximately 90% of the power needed for pumps.

’Green Ship of the Future’ is a Danish joint industry project for innovation and demonstration of technologies and methods that makes shipping more environmental friendly.

With respect to airborne emission the aim of the project is

to provide the necessary technologies and operational

means to reduce emissions as follows for new buildings:

30 % reduction of CO2 emissions

90 % reduction of NOx emissions

90 % reduction of SOx emissions

Turbo charging with variable nozzle rings results in high efficiency in a wider load range compared to traditional turbo chargers, especially at low engine loads, i.e. low speeds. Together with Maersk ABB has installed the new A100 VTG turbo charger with variable nozzle onboard Alexander Maersk. The system are currently undergoing tests but initial conclusions are very positive. Next stage for turbocharging is with two-stage turbo charging, which is currently being developed by ABB.

Optimisation of WHR system in close cooperation with partners. Determination of vessel operation profile and optimisation of engine for improved exhaust gas data. Installation of new exhaust gas fired boiler, turbo generator (steam/gas turbine and generator). Optimisation of WHR system given the available space constraints. Maersk is currently installing WHR on a wide range of vessels based upon the GSF project.

Re-design pump & auxiliary systems with a focus on power consumption. Introduce automated systems that continuously control the power demand.

In two projects, optimised control algorithms for Reefer systems (joint project with Lodam A/S) and for general High Temperature (HT) and low

temperature (LT) onboard refrigeration systems are being developed by Aalborg University. The latter system is designed for a Maersk newbuilding, and the effect is documented by means of advanced simulations. Potential: The project is still at an early stage, but preliminary results indicate significant energy savings, possibly as much as 45% (rough estimate)

GreenSteam is a new energy saving system for ships, providing reduction in energy consumption by adjusting ship trim and power. Based on readings from multiple sensors over a period of time, the relations between

the dynamically changing conditions and the energy requirements are mapped and analysed into a mathematical model. This model is used for onboard guidance to the crew as regards optimum trim and power. Fuel savings of at least 2.5% have been demonstrated onboard a product tanker owned by DS NORDEN A/S. The system will

be installed on 4 or more new NORDEN vessels during 2010.

The air resistance of a Bulk Carrier is approximately 5-8 percent of the total resistance. By advanced wind tunnel studies and optimization of the superstructure the air resistance will be lowered to a minimum. The following steps is included in the project:

• Wind Tunnel test of existing design.

• Superstructure optimization (eg. Crane, forecastle, accommodation –

Rounded shapes, elimination of recirculation zones etc.)

• The future bulk carrier where all traditions are reconsidered…

Based upon the results investigations might continue on other vessel types.

SeaTrim is a trim optimisation application based on model test results of a large matrix of different combinations of draught, trim and speed. SeaTrend is a system for performance monitoring, using operational data from the ship. With SeaTrim & SeaTrend installed onboard the six L-Class chemical tankers owned operated by Nordic tankers, it is the aim of the project to demonstrate the effect of the tools in terms of:

Ability to determine hull and propeller fouling and trends.

Ability to guide the crew as regards to optimum trim.

MAN Diesel’s propulsion division in Frederikshavn has developed a new nozzle, which can enhance the performance for many types of vessels. Where existing nozzles designs have primarily been applied to ships that requires high thrust at low ship speeds, the new product is intended for vessels with a higher service speed i.e. tankers, bulkers, PSVs etc. The new nozzle will be tested in model scale on a tanker that is operated by Nordic Tankers. The test will be carried out in the towing tank at FORCE Technology.

HEMPEL and FORCE Technology has made an official agreement to monitor all new applications of HEMPASIL X3 with the SeaTrend performance monitoring software. Currently a number of vessels have been applied with both X3 paint and SeaTrend

software. Based on the experience from the project the effect of the newest generation of silicone paints will be documented in real service.

The advanced version is specially suited for Short Sea Shipping and will allow the officers to plan their route taking into account ETA, weather (wind, waves and current), and shallow waters. With highly detailed weather prognoses of the North Sea and Baltic Sea (supplied by DMI) and with a GPS link, SeaPlanner continuously monitors and guides the Master on the optimum speed and heading. With this project DFDS and FORCE Technology will show the potential of the SeaPlanner based upon the experience gained through the initial operation. The system is currently installed on 7 vessels and will be installed on additional 15 vessels in spring 2010.

‘Lab on a ship’ (LOAS) is a new and innovative product by NanoNord. During bunkering LOAS provides online measurements of the elements of the bunker oil, lube oil, cylinder oil etc. In addition the system offers online measurements of exhaust gas emissions of NOx and SOx. With the LOAS system, the sulphur content of both the bunker oil and the exhaust emissions are measured and documented which is important for the verification of the MARPOL Annex IV regulations. LOAS is installed onboard two Bulk Carriers owned by Lauritzen Bulkers, and the project aims at demonstrating the applicability of the system.

The challenge was to take an existing modern design and evaluate the technologies suitable and to generate a picture of the improved performance of the vessel. We have evaluated two different vessel types. We have not changed the hull form, the DWT or other main parameters.

• Speed nozzle/optimized propeller

• Twisted spade rudder with Costa bulb

• Water in fuel (WIF)

• Exhaust gas recirculation (EGR)

• Waste Heat Recovery system (WHR)

• Exhaust Gas Scrubber

• Ducted/direct air intake for main engine

• Optimised coolers and cooling pumps

• Auxiliary engine operation on marine diesel oil (MDO)

• High capacity fresh water generator.

Extra costs 5 mill USD (Corresponds to approx 20% of newbuilding costs)

8500 TEU container vessel, optimised with:

Water in Fuel technology (WIF)

Exhaust gas recycling (EGR)

Waste heat recovery exhaust boilers

Power and Steam turbine technology

Exhaust gas Scrubber

Extra costs 10 mill Euro (Corresponds to approx 10% of newbuilding costs)

With respect to NOx and SOx it is possible to reach the goals.

Reducing NOx and SOx will in some cases cost increased CO2 emission.

With respect to CO2 the study shows that we still need to work with

technical solutions and operation to meet goal.

Further reduction in CO2 must be obtained through continued efforts to

reduce vessel resistance, optimised operation (slow steaming), more

effective propulsion systems, more fuel efficient engines, alternative

fuel (LNG, Biofuel etc.) and addition of alternative green means of

propulsion (fuel cells, wind, solar etc.) etc.

Further reductions in CO2 will also reduce NOx and SOx emissions.

Retrofit challenges.

The challenge and objective of “The Green Ship of the Future” initiative is to reduce CO2 emissions by around 30 per cent and nitric and sulphuric oxides by 90 per cent. This initiative is using both familiar and new technologies. Green Ship of the Future is primarily focusing on the large, two-stroke engines of the type that are used in large ocean-going container ships and tankers.

The project was launched in 2008 by MAN Diesel & Turbo in conjunction with the A.P. Møller-Mærsk Group Danish shipping firm, Odense Steel Shipyard and Aalborg Industries. The initiative’s primary objective is to highlight and develop new technologies aimed at achieving a significant reduction in marine emissions. The project now has some 15 partners, including shipping companies, their suppliers and several Danish universities.

In the summer of 2009, the initiative won the International Environmental Award from Sustainable Shipping for being the most environmentally friendly transport initiative. Sustainable Shipping is one of the leading organisations championing the sustainable use of our seas and oceans. Panel of judges member Dr. Simon Walmsley from the World Wide Fund For Nature  (WWF) said: “If we want to safeguard the survival of our planet, we need to change our behaviour. No branch of industry can afford to neglect these essential changes.”

Shipping is an extremely eco-friendly form of transport, but with the Green Ship of the Future initiative, we are making even greater efforts to protect the climate and the environment. Together with our partners, we want to help contribute towards the development of products that are even more eco-friendly and will reduce emissions further.

MAN Diesel & Turbo is heading or participating in the following sub-projects arising from the Green Ship of the Future initiative:

• Exhaust Gas Scrubbers

• Lower Ship Speeds within certifications

• Auto-tuning of MAN Diesel & Turbo engines

• Emission reduction using exhaust gas recirculation

• Waste heat recovery

Green Technology

Overview of green and cost-saving technology from Aalborg Industries.

As market leading manufacturer of highly efficient and environmentally friendly equipment for the maritime market such as marine boilers and heat exchangers, thermal fluid systems and inert gas systems, the Aalborg Industries Group develops new green solutions to support our customers in building and operating their commercial fleet to the highest standard for low environmental impact.

Waste Heat Recovery

New and more efficient exhaust gas Waste Heat Recovery systems utilizing the heat in the exhaust after diesel engines or gas turbines to further improve the total efficiency of the propulsion plant, thereby reducing fuel consumption.

M.E. Exhaust gas scrubbers

Exhaust gas scrubber system after diesel Main Engines significantly reducing the sulphur oxide (SOx) emission as well as emission of particles.

Economizer after aux. engines

For new installations or retrofit, an efficient exhaust gas economizer utilizing the heat in the exhaust gas from the auxiliary engines during port stays will significantly reduce the oil consumption for the oil-fired boiler.

Ballast water treatment

In a joint venture with Aquaworx, Germany, Aalborg Industries will develop ballast water treatment equipment meeting IMO regulations to prevent, minimize and ultimately eliminate the transfer of harmful aquaticorganisms and pathogens.

Superheater for aux. boilers

Installing a superheater on an auxiliary boiler will increase the efficiency of the cargo pump turbine substantially and reduce the fuel consumption and emissions during discharge operation on crude oil carriers.

MGO burner modification

Aalborg Industries is developing a solution to facilitate safe and easy switching between fuels from HFO to MGO or MDO and back as required in ports in Europe and USA. Firing with MGO in ports is required to limit emissions of sulphur oxides (SOx) as per IMO, US and EU regulations.

Cooling system for LNG

Aalborg Industries Inert Gas Systems has developed a new cooling system for LNG carriers using a mere 10% of the usual quantity of Freon (which is a known greenhouse gas) while also using the new, environmentally friendly Freon type.

Electrical Steam Generation

Connected to the auxiliary steam boiler, the VESTA™ EH-S heater is for certain ship types replacing or acting as a Donkey boiler and an alternative to conversion of boilers for MGO operation. The VESTA™ EH-S heater complies with European standards and is designed for easy approval by the classification societies.

Waste heat recovery economizer

after auxiliary engines

In the coming years, the marine industry and shipowners face big challenges as new environmental legislations have special focus on the reduction of emissions from fossil fuels. Therefore Aalborg Industries has developed an efficient exhaust gas economizer utilizing the heat in the exhaust gas from the auxiliary engines during port stays, which will significantly reduce the oil consumption for the oil-fired boiler.

For several decades, we have installed WHR systems after the ship’s main engines and these units are to a large extend able to meet the vessels steam requirement during seagoing operation and for some installations also able to assist with the generation of electrical power.

The waste heat from the auxiliary engines has not been considered in the past, but it actually contains a large energy amount which can be utilized to assist with the steam requirements mainly during port stays, but for some vessels also during seagoing operation.

The WHR concept has been specially developed as a customized solution with special focus on energy generation compared to return of investment and payback time can be reduced to 7 months for a complete WHR boiler system, accessories and installation onboard the ship. The normal payback time will be approximately 1 to 1½ year depending on the number of days, the produced steam can be utilized (offset against of the steam requirement from the oil fired boiler) and the redundancy requirements.

We offer a concept based on well-proven and innovative solutions to ensure the best operation conditions and optimal return of investment. The design of the heating surface of the WHR boiler is the result of an enhancement of our wellproven technologies with a small footprint and the lowest possible weight to output ration.

To ensure the most advantageous design, the WHR boiler concept will be specially tailored to the individual ship and engine design with due consideration of existing uptake back pressure etc. The concept comes in two designs;

One that requires a steam space in another boiler (e.g. in an existing auxiliary boiler) and

One that has its own steam space.

Able to supply or support the steam demand during port stay

Cost of steam production (energy) is nearly free

Financially sound investment with very short payback time

Adds a “green” profile to the ship

Lower emission tax when finally agreed

Less maintenance and lower operating costs for the oil-fired boiler

Exhaust Gas Scrubbers

Dimensions/weight are indicative figures only and subject to change.



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The Influence Of Pharmaceutical Injection Packaging Design Marketing Essay

Marketing » The Influence Of Pharmaceutical Injection Packaging Design Marketing Essay

The Indian Pharmaceutical Industry will witness a very high growth rate expecting to reach US$ 50 billion by 2015. In terms of purchasing power parity India ranks 4th in the World with an addition of 59 million households to growing middle class concentrated on its four major metro cities. The growing Indian market has strategic importance for the world pharmaceutical industry in terms of improvements in healthcare. The prescription of the doctors is based on the packaging design that differentiates the product in a crowded market. The role of technology in designing an attractive, communicating and utility packaging is of strategic importance to success in the market. In this paper we analyze the pharmaceutical injection package designs that are on offer in the market in the Indian market. This study identifies the package design that needs technological improvement based on the perception of the doctors of the culturally diverse Indian market. The study is based on the perception of 400 Indian doctors in the four major metro cities that have distinct cultural identities. The sampling was randomly selected covering the general practitioners and specialists. This study gives the direction for technological improvements in effectively differentiating the pharmaceutical injection in the market. The study showed that 41% of specialist doctors from Mumbai who are mostly influenced by the Western culture consider pharmaceutical packaging design of the injection as extremely important while prescribing. The study analyzed four types of injection package design and there was significant perception for the technological improvement of the packaging design for 'loose injections' sold in the market. This study has important implication for innovation and technology in terms of what specific packaging design needs improvement based on the perceptions of the doctors in order to stand out in the market. As the cultural aspects are considered this study gives a direction for the technology in terms of its acceptance and success for the global organization.

Keywords: Injection Formulation, Packaging Design, Technology, Global Marketing

The healthcare market in India is estimated to be worth US $ 30 billion and this includes pharmaceuticals, healthcare, surgical equipment and supplies, medical and diagnostic equipment. The healthcare sector revenue accounts for 5.2 per cent of the gross domestic product (GDP) employing over 4 million people. In the total healthcare expenses of India almost 80 per cent is accounted by the private spending accounts. The pharmaceutical sector expected to grow by leaps and bounds with the total Indian healthcare market expected to increase to US $53-73 billion (that is 6.2 - 8.5 per cent of GDP) in the next five years.

The latest findings of a McKinsey study show several factors that are responsible for the increase in the pharmaceutical demand. This includes a growing middle class segment with incomes available for spending, increased health insurance reach, several trends of lifestyle diseases such as hypertension and diabetes, and the expanding infrastructure in healthcare for both the public and private sectors.

The key highlights in the study shows by 2015 per capita disposable income growing to US$765 from US$463. The increased middle class households would account for 40% of this projected growth. The Health insurance reach would account for 15% expected growth and would double to 220 million by 2015.

Private-sector investment in the Indian healthcare sector would increase. The hospital beds would double to 2 million, and the number of doctors would double to 400,000. Medical infrastructure will account for 20% of the growth. Specialist treatments will make up 45% of the market, with patented products constituting 10% of the growth. India is expected to rank tenth in the market from fourteenth rank in 2005, overtaking several developing countries like South Korea, Brazil, Mexico and Turkey.

“Taking a look at the opportunities in the market we can identify the potential targets. Twenty seven million households currently in the low income category will move up, with the middle class category witnessing the steepest rise due to an addition of 59 million households” Source: McKinsey Global Institute Report 2007[8]. “Driven mainly through private investments, the number of hospital beds and physicians in India is expected to double by 2015 (that is additional 2 million hospital beds and around 0.4 million physicians)” Source: CII-McKinsey Report 2004[5]. India is basically a branded generic market. In the Indian market the influence of physicians is high allowing fair competition based on the product quality and scientific dealing. The influence of individual pharmacy distributors and retails chains however are on the rise. The current market is mainly from Tier 1 markets (8 cities with the population of over 4 million) which account for nearly 60% of the market with the Tier 2 market(26 cities with the population of over 1-4 million) accounting for the balance 40%. The significant share of the Tier 2 market is credited to the strong wholesale distribution system. It is expected that by the year 2015 the Tier 2 market would grow to 44% with an addition of 46 million households with high and medium levels of affordability, whereas the Tier 1 market is expected to add another 19 million with similar affordability levels the rise of Tier 2 market has important implication in the pharmaceutical companies in terms of matching the sales force deployment (which is currently only 20~30%) with reference to the potential. The two largest contributors are Delhi and Mumbai that continue to be India’s biggest markets. Another change expected is the rising influence of retail. Organized retail constitutes less than 1% of the pharmaceuticals market (compared to 30~40% in Brazil, Mexico and Russia). This share is expected to grow resulting in the shift in influence from physicians and manufacturers to the retail trade. While it will take time to reach such levels in India, pharmaceutical companies will do well to recognize this trend and prepare for the implications. (Source: McKinsey on India: India Pharma 2015)

Packaging has now become a very important part of pharmaceutical companies because the innovation in drugs and the unique novel drug delivery system has reached new heights. There is considerable focus being done by companies to provide total value proposition to the global pharmaceutical sector by using packaging as a functional tool and integrate it to a part of the pharmaceutical product.

The pharmaceutical products are unique in that the packaging also has to be sure on the quality of the drug it’s delivery time in terms of harmful reactions impact to natural conditions, and in order to preserve the shelf life.

Packaging is very important for the stability and efficacy of the drugs. The drugs are mainly prone to reactions external and internal, due to their volatile nature. Therefore pharmaceutical packaging is guided by regulatory and food grade guidelines that are derived by national and international bodies. The stringent stability requirements and the development of new diagnostics and drugs have increased the demand to develop a proper pharmaceutical packaging system.

Packaging not only provides protection to the drug but also decides the potency and the shelf life of the product. It is seen that inappropriate packaging leads to great losses of drugs in terms of loss of their critical activity profile over a period of time. That is why the need is felt to acknowledge packaging as an integral part of the medicine.

How packaging could influence the prescription flow?

In the last decade there has been a 70% increase in R&D spending of over US$ 60 Billion. Only three out of ten marketed products produce revenues that match or exceed the average R&D spending. Also it is noted that from over 100 discovery ideas on an average it takes around 24 drug candidates to yield one marketed product over the average time period of 15 years. Source: CII-GMP Frost & Sullivan. In this connection manufacturers have developed sophisticated packaging systems or marketing strategies based on the existing packaging systems that would support the requirements of the pharmaceutical products. As the technology and drug development advance the packaging systems would become more sophisticated. This along with greater marketing skills would be an important key differentiator in crowded therapeutic areas for solving industry wide problems.

This paper looks at the importance of Design for the Pharmaceutical Injection across the four major cities in India, located in the North (Delhi), South (Chennai), East (Kolkata) and West (Mumbai) which represents the diverse demography in India. The North is influenced by the cultures of Persia, Greece and Middle East invaders who entered India from the North. The East is influenced by the Far East & Chinese influence. The West is the Modern India with the influence of Europeans & lately the Americans. The South is the Traditional India having the original Dravidian Culture. We have analyzed products that are specifically required to be improved in terms of Design so that a strategic offer can be made by the supplier which would give them a competitive edge over the competition.

Packaging is the marketing endgame that consumers see first hence the package structure is the key differentiator of the products” (Arnold, 2003). The importance of packaging has been overlooked in the traditional marketing mix. A package is seen as part of the product because the package contributes to successful product performance. This includes maintaining shelf-life and the ease of use.

Green says the main thrust of marketing strategy is: Finding a value proposition that is unique and works, and then looking at the market niche where there is a value proposition that will be attractive. Rarely does any one product be all things to all people. It is for this reason that there is a need to find more interest in the development of the market including the development of products and/or services that respond to a particular niche segment. (Green, 2000)

There are several gaps that exist in the packaging of pharmaceutical products with reference to Utility functions. This research attempts to study under what conditions and through which the utility functions would create a competitive advantage in terms of evolving suitable marketing strategies. Very often the decision makers face the dilemma to justify their decision making related to packing as their analysis of the packaging functions are done individually and often without the full understanding of all the requirements needed by the customer. The result would be some companies would be blaming their failures on a certain part of the market mix which is not the case. McCarthy's 4 P marketing mix classification can be viewed by suppliers as customers' four Cs that is customer value, cost that satisfies, convenience to all users and the communication. (Olsson A., Györei M. 2002).

It has been found that apart from technical challenges, such as Braille, counterfeit protection, child resistance, senior and consumer friendliness, the expectations regarding the design of pharmaceutical packaging are on the rise as well. The reason being the increasing competitive pressure in the pharmaceutical industry that has discovered the significance of packaging as an important sales instrument as the survey by PRO CARTON, the trade association of the German Folding Carton Industry, shows that packaging is still the decisive criterion when making the purchase decision. Presently, over-the-counter medication packs try to win the patient's favor mainly from their place in the shelves. In those, a growing trend towards both more color and more unusual shapes can be observed. Jurgen Munzel has demonstrated that the usually plain factual pharmaceutical packaging matches the modern sales and marketing guidelines that are attributed to appropriate finishing technologies. (Jürgen Munzel 2007)

Human beings are prone to make mistakes because the tasks, systems, and processes that they work within are designed poorly. “Effective design delivers products, services, processes and environments. These need to be intuitive, simple to use, simple to understand, convenient and comfortable. This would consequently be less likely to lead to errors. WHO estimates that 10% of all medicines worldwide are counterfeit and up to 25% are in developing countries. Counterfeiting is estimated to cost the Pharmaceutical Industry up to $30 billion annually. It is projected to reach $75 billion by 2010 (WHO News Feb 2006, Phil Taylor. 2005).

PLM (Product Lifecycle Management) has been used as a system for managing a product from design and manufacture to distribution and disposal. It is a means of being able to store, access and update information on every element of the creation, governance and manufacturing process. Packaging is an area that addresses regulatory challenges, cultural differences and the ability to turn a profit in the battleground of global pharmaceuticals. When you consider that designing, labeling and managing printed pharmaceutical packaging can account for 60-75% of the total cost of bringing a product to market (once it has been developed and approved), the issue becomes even more compelling. The challenges are immense, while the potential cost and brand damage that can be sustained by getting it wrong are also considerable this is where technology could offer a solution as such advances have a direct impact on packaging (Lars Wahlström 2009)

Pharmaceutical packaging has changed over the years. Innovations are categorized into four types: design, equipment, materials and containers, and logistics. Unique innovations in package design can prevent children from opening the dangerous medication, it can improve seniors' easy accessibility to pharmaceuticals, protect consumers from tampering, reduce medication errors, it also adherence to dosage regimens by simplification, and educate the consumers about the risks and benefits of the drugs. Material and container advances help make design innovations a commercial reality, ensure products are adequately protected to maintain potency until the end of their expected shelf lives, simplify administration, minimize the chances of mislabeling or miss dosing, discourage counterfeiting, and reduce the environmental impact of packaging. Equipment advances have increased productivity and reduced costs by offering higher speeds, hygienic design, quick changeover, low manpower requirements, expedited validation, and automated record-keeping. Insulated packaging and refrigerants, and temperature monitoring devices such as time-temperature indicators and data loggers ensure the safe arrival of sensitive pharmaceuticals and vaccines. (Hallie Forcinio 2007).

Pharmaceutical manufacturers are lately challenged by strict control of contamination requirements, the increased turnover of their brand and broader product lines especially in a range of sizes and formats. To achieve speed time to market and looking at an assortment of packaging styles the pharmaceutical manufacturers need to be flexible on production lines and have a streamlined changeover process in order to maximize return on capital expenditure (ROCE), all while being within the regulatory boundaries of sterilization standards. Incorporating robotics has proven to be a cost-effective and efficient solution. Therefore there is need to offer speed, flexibility and usages ease. Here robots reduce contamination risk thus providing greater flexibility and having more products per manufacturing line. (Ignacio Muñoz-Guerra. 2005).

As Tony Stauffer, president of Packaging Technologies and Inspection, noted in career one of the biggest challenges was to convince companies to replace their destructive methods of package-integrity and leak testing with nondestructive technology as the new technologies are significantly more advanced, provide valuable data that will improve manufacturing processes, and reduce overall costs. Pre filled syringes is a ready-to-use product that is critical in the pharmaceutical industry today. Also, the use of flexible packaging in pharmaceuticals has grown considerably. In general, the pharmaceutical packaging industry is demanding inspection technologies that offer versatility. The role of the packaging technology and inspection is therefore vital in the development of a suitable improved injection formulation. (Tony Stauffer 2009).

The successful design, integration, and implementation of automated systems can significantly increase productivity and improve quality while reducing the number of pharmaceutical and healthcare packaging and labeling errors. Teamwork is key - not only among plant personnel but also among equipment and software suppliers and their customers. In addition to simple cost justification, a risk analysis review of how the automation process reduces a company's liabilities is in order as described by Gary Parish in the Astra Zeneca's automation of the clinical trial label inspection process. (Gary L Parish 2000).

The research in the Pharmaceutical industry is breaking new grounds not only in the product development but also in the packaging of the pharmaceuticals. With a rising middle class population of twenty seven million from the low income category the pharmaceutical industry needs to capitalize on the opportunities especially when they have invested huge sums of money in Pharmaceutical research (Source: McKinsey on India : India Pharma 2015). The old homogenous business model is unlikely to get higher market shares unless the pharmaceutical manufacturer varies their approach to the doctors especially in terms of value additions provided both in the product offering and the packaging.

The cultures of the four metro cities are varied. Mumbai has more influences of the European and American or Western/European culture. Delhi is more of the Persian and Middle East culture based on the Aryan invasions from the North of India. The Southern city of Chennai is the having the traditional Indian / Dravidian influence. Kolkata has more influences from the Far East like Japan & China. So the behavior / perceptions of these regions would defer which helps in differentiating the strategic offer from the manufacturer of pharmaceuticals. It was decided to check the behavior perception for the package in the four metro cities as their cultural influences differ. This result would help in the targeting of the specific market with a specific product-package offer. The relative Importance of the Design based on the four metro cities is done using a Chi square test which would narrow down the geographic location. This gives the focus in terms of improvement in design for the Pharmaceutical Injections based on a target market.

Having specifically identified the target market it was decided to Niche target the consumer. The study on four common types of Injection packaging available worldwide were done.

These are

Loose Injection

Injection in carton

Injection with a syringe

Pre filled syringe

The traditional packaging matrix model (Lockhardt Model) considered the packaging functions as Protection, Utility & Communication operating in the Human, Physical and Ambient Environment. This would be the basis to start our discussion to evolve the marketing strategy. In addition to the traditional roles of protection, utility in terms of product dispensation, and communication in terms of labeling, now the pharmaceutical manufacturers have incorporated several new technological innovations in packaging that are modifications to the existing attributes and several other attribute which are new to the Indian market. These new innovations in the packaging are providing the valuable edge to the product giving the competitive advantage to manufacturers who are incorporating it in their marketing strategy. The valuable innovations in the packaging are increasing the product sales as the physician and consumer identifies the value offer. These value innovations have become friendlier to the administrator or user.

Also the packaging has become more unique or different from the normal offer making the total product offer unique therefore enhancing the core competencies of the pharmaceutical manufacture. This competitive advantage helps the marketer to take advantage of the increasing market share in a highly competitive market. The synergy that the unique package offers to the product is what the pharmaceutical maker is trying to establish. As Packaging is not bound by IPR issues the advantages that the Originator gets could be offset by the Generic maker if the total product offer which includes the unique innovative packaging is really valuable in terms of utility and protection. It is therefore important to identify the winners in the innovative packaging of pharmaceutical products in order to get the first mover advantage in terms of the total product offer.

In the growing market it is wise to find out which is the right segment to approach to get the good returns on the investments made. Niche targeting would give the market strategy an edge over competition thus enhancing the product sales thus improving the efficiency of the targeting.

The design is dealt with the Utility function in the Human Environment in the Lockhardt Model.

Ho1: There is no difference in the importance of the Design of the Injection formulation among the Doctors in the four main Metro Cities in India.

A package is seen as part of the product contributing to successful product performance. This includes maintaining a proper shelf-life and usage ease of use hence the package structure is a key differentiator for the products (Arnold, 2003).

Finding a working value proposition that is unique and trying to find the right market niche that has an attractive value proposition is the key to an effective marketing strategy. Rarely does any one product be all things to all people. This is the reason there is a need for market carving and the development of responsive products or services to a particular segment. (Green, 2000)

The product quality is becoming important with several millions of dollars involved in new drug discovery and over 10-15 years of research. These factors necessitate the incorporation of appropriate product packaging technology for delivering competitive edge market mix strategy for sustainable marketing.

The paper looks at the importance of design among the Doctors.

Since most of the medical colleges and Hospitals with the latest technologies are in the four Metros, it was decided to collect the data from Doctors in the four Metro cities in India that is Mumbai, Kolkata, Delhi and Chennai.

Secondary data: Information based on Packaging, Marketing strategy and Pharmaceuticals will be collected from various Journals like Journal of Healthcare, Journal of Marketing, Journal of Packaging, Journal of Medical Marketing, Journal of Medical Systems, Journal of Product Innovation Management, Design Management Journal, PPharmaBiz, IDS Packaging, Wharton, Pharmacy World & Science

The primary data was collected mainly by the use of questionnaire using the Likert scale. The analysis was done on SPSS 15. The sample is systematic stratified sampling. The stratum was mutually exclusive as the four major cities are several thousand kms apart. The ideal sample size was 400 based on expert opinion of the Indian Market Research Bureau who does several official researches in India for several Indian and MNC’s to estimate pharmaceutical companies’ sales forecast, market share, price movements, etc

The sample break up in the four major cities would be as follows

100

100

100

100

The following Hospital were located in the four metro cities

The Data were from

Mumbai: KEM, Mumbai Hospital, Tata Memorial, JJ, Cooper, TISS, Rajadyaksha, Gandhi Nursing, LIC, Amita Nursing, CGHS, and Shivneri.

Delhi: Bhatia, Jaipur Golden, MIMS, Singhal Maternity, Guru Nanak, UCMS, GTB, City, Sir Ganga Ram, Taneja Clinic, Safdarjung, Indian Air, Chhabra Medicare, GB Pant.

Kolkatta: Sanjivani, P C M H, Ashirbad Nursing, PG, B C Roy Memorial, C C W H Thakurpukur Cance, M O Dum Dum, IPGMER, SSKM, Calcutta Med.

Chennai: Vijaya Heart Foundation, Raj Nursing, Inst of Cardiovascular, I K, T N Govt, Sri Venkateswara, SBI, Apollo, ONGC, Jeevandham Clinic, Rangarajan Memorial.

There were four research teams who were properly briefed to administer the questionnaire in the four metro cities. They approached the above hospitals in every city. The top ten hospitals geographically spread out were identified and in each hospital the sampling was done to collect data from seven to eight doctors from various specializations. The remaining data were collected from the private practitioners geographically spread around in that city. The completed data was collected for total 100 Doctors from each metro city. This ensures that a true representation of the city is obtained. The data was checked and cleaned before inputting into the SPSS.

The data was analyzed using SPSS 15.0

The Cross tab, Table I indicates that Mumbai (41.8%) considered the Design of the Injections to be Extremely Important, whereas Kolkata (40.1%) considered it to be Unimportant.

These results were significant as indicated in Table II

Ho1: Is rejected.

There is a difference in the importance of the Design of the Injection formulation among the various Doctors in the four main Metro Cities in India. (Table 1)

The data was analyzed based on the Doctors to check the significance of Importance of Design for the General Practitioner and the Specialist. The results in Table III indicate that GP’s (81.3%) and the Specialists (100%) from Kolkata considered this as Unimportant, while the Specialists (40.9%) from Mumbai considered this as Extremely Important. These results were significant as indicated in Table IV

The analysis was done on the Doctors for ranking in terms of Packaging Design Improvement for the various four main Metro Cities in India

Loose Injection. There was no significance (0.051)

Injection in carton. There was no significance (0.238)

Injection with a syringe. There was no significance (0.304)

Pre filled syringe. There was no significance (0.257). As seen in Table V.

These results indicated shows that both the General Practitioners and the Specialists were of the same opinion in terms of the improvement of Design for the various types of Injection formulations available. There is no ambiguity in the behavior among the Doctors on the Design improvement of Injection formulations package type.

There is a difference in the importance of the Design of the Injection packaging formulation among the various Doctors in the four main Metro Cities in India.

Table I – Mumbai – 41.8% Consider Design is Extremely Important. (Significantly)

– Kolkata – 40.1% Consider Design is Unimportant. (Significantly)

The results shows that there was a significant difference in the perception of the pharmaceutical packaging design among the General Practitioners and the need to target this niche market.

Table III – 40.9% Specialists in Mumbai – Consider Design is Extremely Important.

– 100% Specialists and 81.3% GP’s in Kolkata – Consider Design is Unimportant

Mumbai is influenced by the Western Culture whereas Kolkata is predominantly influenced by the Eastern Culture of China. The significance of the above data is that the Doctors in Kolkata are not much influenced and or do not perceive the design of pharmaceutical injection as important. As most of the pharmaceutical makers are from US and Europe they have to note that their injection package design has been well appreciated in Mumbai, whereas for the Kolkata market (located in the East) a lower design or design similar to the Chinese or Japanese makers would be better due to culture similarities.

The four types of Injection types was analyzed based on the specialization and it was found that no significant difference for the improvement of design for the four Injection packaging types. Here it can be concluded that the Doctors irrespective of their specialization and geographical region that they are located, are of the opinion that the design for the Injection packaging is good and therefore there is no need to consider any improvement in the packaging design.

As a final conclusion the target market would be Kolkata which has to be offered a product-package design for Injection different from what the West has to offer, perhaps looking at a design from the Far East countries like China or Japan which can increase the influence of the Doctor to prescribe the Injection packaged product based on design.

Looking at the niche targeting it is seen that both the specialized and GP’s regarded the four injection package types as similar in terms of design improvement.

The study can look at the relationship of the perception of the value in the packaging design based on a mathematical relationship of design improvement with its importance in the injection package for a certain geographical city. This would enable a proper budgeting of promotion to the favorable market/city and also look out for the package promotion to the market which does not consider packaging design improvement as important.

The limitation of this study is the assumption that most of the Designs available are based on the four Metro cities (Tier 1). In a couple of years other Cities (Tier II) would be acquiring Tier I status. Due to this rapid expansion of the market the data from Tier II can affect the results/findings in the near future.



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