Why do companies customize mass-produced products?
The manufacturing industry is one of the most important sectors in a country's economy. It is developing rapidly, especially in mass production. Mass production is producing products in large quantities but at a lower cost.
New manufacturing technologies help businesses produce products that consumers want and need. There are several purposes of customization in mass production, such as:
1. Aligning products with consumer needs
Manufacturers can adjust the products they produce to the needs and desires of consumers as users.
2. Maintaining production efficiency
Manufacturing technology can reach its full potential when consumers regularly buy and use the latest technology.
Types of Customization in Mass Production
Many types of customization can be done during the mass production process, such as:
1. Collaborative Customization
Companies can work directly with customers to design and make products that meet their needs. This is called collaborative customization. It suits customers still determining what they want, and companies can help them figure it out.
Example: When consumers want to produce plastic packaging with various bottle caps but need clarification about the type of plastic and suitable model. So consumers can consult with the producer to ask for suitable material.
2. Adaptive Customization
The producer can offer a product based on what they already have, but consumers can request adjustments after the transaction. Therefore, the primary product is already there but can be adjusted to consumer needs.
Example: Customers can customize the look of their cars, such as the bumper and roof box, without changing the engine specifications. Depending on the user's preference, hybrid cars can also be customized for electric or fuel mode.
3. Transparent Customization
The company produces a product by considering the needs of customers. Companies must analyze customer behavior to understand their needs.
Example: The company will produce cars of different sizes and heights, with variations of color, based on the customer behavior analysis and the customer's demands.
4. Cosmetic Customization
Companies customize products for different consumer segments by selling standard products with certain specifications to different market segments.
Example: Water bottle is available in different sizes, from small to gallon.
The Benefits of Mass Customization
Mass customization is a manufacturing strategy that allows companies to produce large quantities of products or services tailored to individual customers' needs. Mass customization offers many benefits, including:
1. Increased innovation
Mass customization can drive innovation by helping manufacturers understand customer needs and wants, adopt new technologies and innovations, and develop more innovative and appealing products. This differentiation can support competitiveness in the global market.
2. Increased customer satisfaction and loyalty
Mass customization production can increase customer satisfaction. This is because manufacturers can offer products that meet the needs and wants of their customers. Satisfied customers are more likely to become loyal customers and give positive recommendations.
3. Targeted market share
Mass customization can increase customer satisfaction by allowing manufacturers to offer products that meet the specific needs of their customers. With mass customization, manufacturers can reach a wider market and increase their market share. Therefore, the production process is more effective and targeted.
4. Increased sales
Mass customization can create new opportunities for manufacturers to sell products that are not currently available on the market. It can reduce the waste of resources and time in the production process, leading to increased profitability in the long term.
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