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The hygroscopic properties of 3D-printed filaments and moisture absorption itself during the process result in dimensional inaccuracy, particularly for nozzle movement along the x-axis and for micro-scale features. In view of that, this study aims to analyze in depth the dimensional errors and deviations of the fused filament fabrication (FFF)/fused deposition modeling (FDM) 3D-printed micropillars (MPs) from the reference values. A detailed analysis into the variability in printed dimensions below 1 mm in width without any deformations in the printed shape of the designed features, for challenging filaments like polymethyl methacrylate (PMMA) has been done. The study also explores whether the printed shape retains the designed structure.

A reference model for MPs of width 800 µm and height 2,000 µm is selected to generate a g-code model after pre-processing of slicing and meshing parameters for 3D printing of micro-scale structure with defined boundaries. Three SETs, SET-A, SET-B and SET-C, for nozzle diameter of 0.2 mm, 0.25 mm and 0.3 mm, respectively, have been prepared. The SETs containing the MPs were fabricated with the spacing (S) of 2,000 µm, 3,200 µm and 4,000 µm along the print head x-axis. The MPs were measured by taking three consecutive measurements (top, bottom and middle) for the width and one for the height.

The prominent highlight of this study is the successful FFF/FDM 3D printing of thin features (<1mm) without any deformation. The mathematical analysis of the variance of the optical microscopy measurements concluded that printed dimensions for micropillar widths did not vary significantly, retaining more than 65% of the recording within the first standard deviation (SD) (±1 s). The minimum value of SD is obtained from the samples of SET-B, that is, 31.96 µm and 35.865 µm, for height and width, respectively. The %RE for SET-B samples is 5.09% for S = 2,000µm, 3.86% for S = 3,200µm and 1.09% for S = 4,000µm. The error percentage is so small that it could be easily compensated by redesigning.

The study does not cover other 3D printing techniques of additive manufacturing like stereolithography, digital light processing and material jetting.

The presented study can be potentially implemented for the rapid prototyping of microfluidics mixer, bioseparator and lab-on-chip devices, both for membrane-free bioseparation based on microfiltration, plasma extraction from whole blood, size-selection trapping of unwanted blood cells, and also for membrane-based plasma extraction that requires supporting microstructures. Our developed process may prove to be far more economical than the other existing techniques for such applications.

For the first time, this work presents a comprehensive analysis of the fabrication of micropillars using FDM/FFF 3D printing and PMMA in filament form. The primary focus of the study is to minimize the dimensional inaccuracies in the 3D printed devices containing thin features, especially in the area of biomedical engineering, by delivering benefits from the choice of the parameters. Thus, on the basis of errors and deviations, a thorough comparison of the three SETs of the fabricated micropillars has been done.

After completion of the case study, the students will be able to understand the complexity of diversification and market expansion strategies in a growing consumer-driven market context, apply strategic frameworks to analyze the Indian oral care market, analyze brand positioning principles to develop a marketing strategy for Aquawhite and evaluate and identify the pros and cons of the various decisions taken during market diversification.

This case study seeks to examine the market expansion dilemmas faced by Aquawhite, a brand in the oral health-care sector, and the role of key decision-makers in addressing these challenges. This case study aims to provide insights into the complexities of brand extension and market expansion strategies in the context of a developing consumer-driven market. This case study is structured as a qualitative analysis based on publicly available information, including Aquawhite’s historical data, market trends and industry reports. Additionally, insights from relevant interviews with key stakeholders within the company have been considered to present a comprehensive view. This case study highlights the dilemmas faced by Aquawhite as it navigates market expansion. It reveals the critical role of Nikhil Nanda, the managing director in addressing these dilemmas and shaping the brand’s future. This case study emphasizes the need for a strategic approach that balances market dynamics with brand identity.

This case study is suitable for use in undergraduate and postgraduate-level courses on marketing management and strategic management. This case study provides insights into brand development, market entry and expansion strategies. It can be used to discuss the marketing mix, segmentation and targeting, as well as competitive analysis.

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CSS 8: Marketing.