Product and Service Development: A Case Study of Cadbury

This report explores the process of product and service development, focusing on the level of consumer integration. It examines the application of this process in the context of Cadbury, specifically for the development of a new chocolate product: Cadbury Dairy Milk Peanut Butter with Fruit and Nut. The report further assesses the life cycle stage of products in Cadbury's portfolio and evaluates the product line management choices needed for individual products. Finally, it includes a reflective statement critically analyzing teamwork, creative development, and presentation.

PRODUCT AND SERVICE
DEVELOPMENT
Cadbury

Table of Contents
INTRODUCTION...............................................................................................................1
LO1....................................................................................................................................2
P1 EXPLAINING PROCEDURE INVOLVED IN PRODUCT AND SERVICE
DEVELOPMENT AND LEVEL OF CONSUMER INTEGRATION.................................2
P2 APPLICATION OF THE PROCESS OF PRODUCT DEVELOPMENT IN
CADBURY......................................................................................................................5
LO2....................................................................................................................................8
P3 ASSESSMENT OF LIFE CYCLE STAGE OF PRODUCTS IN A FIRM’S
PORTFOLIO..................................................................................................................8
P4 EVALUATING WHICH OF THE PRODUCT LINE MANAGEMENT CHOICES ARE
NEEDED FOR THE INDIVIDUAL PRODUCTS OR THE SERVICES........................12
LO4..................................................................................................................................15
P6 COMPLETING A REFLECTIVE STATEMENT CRITICALLY REFLECTING ON
THE TEAMWORK, CREATIVE DEVELOPMENT AND PRESENTATION.................15
CONCLUSION.................................................................................................................20
REFERENCES................................................................................................................21
1

INTRODUCTION
The launch of a new product in the market involves a long journey from the generation
of a mind blasting idea to the commercialization of the product or the respective service
in the market. The process includes scrutinizing the procedures behind the
manufacturing of each and every new product development or NPD that will help in
getting more understanding about the whole process.
In the assignment, a report will be prepared that will first explain the procedure for the
development of services and products along with describing the level of consumer
integration. Furthermore, the procedure will be applied in the context of Cadbury for the
development of its new product, a chocolate with a unique, tasty and healthy
combination of peanut butter and fruit and nut. Moreover, in the firm’s portfolio, the life
cycle stage of the products will be assessed along with the evaluation of which of the
choices of product line management are needed for the individual products. Lastly, a
reflective statement will be given for critical reflection of the teamwork, presentation and
creative development.
2

LO1
P1 EXPLAINING PROCEDURE INVOLVED IN PRODUCT AND SERVICE
DEVELOPMENT AND LEVEL OF CONSUMER INTEGRATION
The products are tangible articles which are separable and nonperishable. They can be
owned by an individual. On the other hand, services involve producing the intangible
benefit, as its own right or the important element of a tangible product. The product
concept is the comprehension of the product dynamics so as to platform the maximum
features and the quality of the product and the service concept shows the how’s and
what’s of the service design and assist in mediation between the needs of the
consumers and the strategic intent of the firm. The products have a tangible attribute
whereas the services are intangible in nature.
In customer relationship management, the concept of customer integration provides
assistance in allowing the customers to conduct processing of their transactions and
have a direct communication with the organization (Lau, et al. 2010). It is the manner
for the firms to conduct business with the reserves of the human resources. The major
objectives of the customer integration in a firm are intended towards the enhancement
of the communication with the consumers, for gaining the loyalty of the consumers and
their retention, the improved marketing for the target markets, improvement in the
customer tracking and the potential customers and augmenting the focus on the
business. In the process of new product development, the firms must adopt customer
integration so as to communicate a consumer-centric mindset and inform the
consumers that they fall at the centre of all the product development activities of the
firm. Also, it will help in maintaining a reputable image of the firm (Song, et al. 2013).
Also, this involves recording the purchasing patterns of the consumers, their income
levels and preferences, contact information etc. so that while development of a new
service or product, the NPD team can refer to the collected data and plan the product in
accordance with the customer's demand and preferences.
3

In the process of the new product or the service development, the following steps are
involved-
 Idea generation- The idea for the product/service is generated from the
customer’s feedback and demands, conducting research and development,
analyzing the products of the competitors, getting the views of employees. The
other method includes creative methods like brainstorming with the group of
individuals for the generation of a mind-boggling idea or consulting any agencies
or the consultancies for an idea that brings transformation into the market (Stark,
2015).
 Screening of the ideas- the screening of the ideas collected in step 1 is done
for conducting the assessment of whether the generated idea matches with the
strategies and the development direction of the firm or not. Also, it helps in
finding out whether the implementation of the generated idea I feasible in terms
of technical aspects and generates profit for the firm. Also, the distributing
capability and the potential of the product is assessed along with conducting the
SWOT analysis (Ernst, et al. 2010).
 Concept testing- After the approval of the idea for the product at the screening
stage, the external approval is required where the description, visualization and
profile for the product is being explained in a manner understandable by the
consumers.
 Business analysis- This involves in-depth analysis where the firm collect more
pieces of evidence through the following-
 The marketing strategy for the product to be developed is formed which
contains analyzing the nature of the market, the dynamics, sizes and
competitors with the help of marketing mix and Ansoff matrix
 The product is being investigated and planned for the material used, the
outsourcing, labour, the manufacturing and distribution
 Next step is the financial analysis which contains the examination and
analysis of the returns obtained from the investment
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 The competitor's response is calculated using Porter's five forces analyze
which examines various forces that may impact the development of the
product (Hoyer, et al. 2010)
 Product development- the prototype for the product is development followed by
the trials of the product and performance assessment along with user testing in
case of medicines
 Test marketing- this is done in order to analyse whether the consumers will
repeat the purchase of the product developed or not. This is a type of product
testing (Teece, 2010).
 Commercialization- The new product developed is launched in the marketplace.
It may the launch at national or global level.
 Monitoring and evaluation- is done to analyze the acceptance of the product
and examine its performance after the commercialization stage.
5

P2 APPLICATION OF THE PROCESS OF PRODUCT DEVELOPMENT IN
CADBURY
Cadbury is a subsidiary firm belonging to the confectionary industry of the Mondelez
International group established 194 years back in Birmingham, United Kingdom. The
headquarters are in Uxbridge, London. The firm operates in 50 plus countries all over
the world delivering varieties of chocolates and confectionary products (Mondelez,
2018). The firm in the process of the new product development of a dairy milk
chocolate with the amalgamation of peanut butter and fruit and nut (the product will be
named as Cadbury Dairy Milk Peanut Butter with Fruit and Nut) will undergo the
following stages-
Idea generation for Cadbury’s product
The firm Cadbury since the year of its establishment has continued to invent new
products in order to fulfil the demands of the customers. It has chocolates and
confectionary is a number of flavours and their combinations. The idea is generated
from brainstorming sessions and analyzing the products of competitors to introduce the
peanut butter flavour with a mix of fruits and nuts in the dairy milk range of Cadbury
(Witell, et al. 2011). The idea will benefit the people by being healthy and tasty.
Idea screening for Cadbury’s product
For the screening of the idea for the new chocolate by Cadbury, the idea will be
compared with the strategic plan of the company’s mission and goals. The idea will be
checked whether its implementation is feasible in the practical aspects or not
(Soukhoroukova, et al. 2012). Also, the new dairy milk product by Cadbury will be
screened against the aspects like the strength and the opportunities held by the
company, the latest demands and trends, the easiness of the distribution of the
manufactured product and the profitability obtained from the sales.
Concept development and testing of Cadbury’s product
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In this step, the idea of the chocolate is transformed into the separate concepts by the
marketing team and firm’s management. The concepts developed to be conveyed to
the customers are is that the price of the chocolate will be reasonable weighing 200
gms with an exquisite flavour of peanut butter with the dressing of fruit and nut which
will give the chocolate an ultimate taste at the same time being healthy and rich in
nutrients. It will have 8 portions in each chocolate bar. The peanut butter is rich in
vitamins, proteins and fibres along with containing essential minerals and
phytochemicals.
After presenting the concept to the intended audience, survey data and their feedbacks
will be analyzed so as to make any modifications to the concept developed. It will
provide aid in knowing about the trends in the market and the demand of the customers
(Wheelwright, 2010).
Business analysis for Cadbury’s new product
After finalizing the product concept by making the necessary changes as per the needs
and demands of the customers, the next step is the business analysis where in-depth
analysis will be done. All the profit projections along with other financial aspects will be
reviewed and the cost and the sales objectives (David, 2011).
Market strategy for Cadbury’s new product
After finalizing the strategies for the marketing of the product, the strategy for marketing
of the product will be made. The strategy will be made in accordance with the aims and
objectives of the firm. Cadbury will analyze the size of the market and the dynamics.
Also, the competitors of Cadbury like Nestle and Mars etc. will be examined for their
strategies adopted for effective marketing. This will be followed by the planning for the
financials of the company, conducting the marketing mix and planning for the profit
goals (Armstrong, et al. 2015).
Product development and test marketing for Cadbury’s new product
In this step, the prototype of the chocolate will be made followed by the product trials to
be done with the conventional methods and then followed next by the assessment of
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the performance of the chocolate whether it justifies itself or not. When the prototype
trial is successful, the product is then developed in bulk amounts which are then passed
on to the product testing phase where it is being analyzed that the consumers will buy
the product again or not.
Commercialization of Cadbury’s new product
After the development of the final product, the chocolate will then be sent for delivery in
the market. The chocolate, Dairy Milk peanut butter with Fruit and Nut will be first sold in
the UK market and then after the successful sales, it will be launched into other
operational regions of Cadbury (Schiele, 2010).
Monitoring and evaluation stage of Cadbury’s new product
This is the last stage where after the successful launch of the product, the firm, Cadbury
will conduct monitoring of the processes involved in the product development and also
evaluate the response of the market towards the product on fixed time intervals.
8

LO2
P3 ASSESSMENT OF LIFE CYCLE STAGE OF PRODUCTS IN A FIRM’S
PORTFOLIO
Kotler has devised a model that identifies the 5 levels of need that range from the basic
or functional needs to the emotional requirements. The model also distinguishes that
the products are just a medium of satisfying the needs and demands of the consumers.
There are 3 drivers that illustrate how the consumers confer value with a product
namely need- scarcity of core requirement, want- the particular need of product in order
to fulfil a need and demand- it is a set of want to be added to the desire and the
capability of paying for the product.
There are 5 levels of products attributed to Kotler-
Core benefit - In this product level, the basic need or want that the customers satisfy
through the consumption of a product or a service. One of the significant element of the
core benefit product is its uniqueness along with satisfying the basic need (Terzi, et al.
2010).
Figure 1
Source: [CGMA, 2018]
9

Generic product- This is the version of a product where the necessary attributes or the
elements of the product are being embedded that is essential for the basic functioning.
For instance, a calculator is supposed to perform the basic arithmetic operations with a
simple body and easy functioning.
Expected product- This type of product level has the attributes or the features that the
customers in general expect and agree to when buying a product. For instance, the
dairy milk product by Cadbury is an expected product of the company which the
consumers normally expect to contain the milk and chocolate combination (Kahn,
2014).
Augmented product- The addition of the extra features and benefits and other related
services and attributes to the products for making it more attractive and fancy which is
an initiative to differentiate the product from its rivals. For instance, the product line of
dairy milk silk by Cadbury is enhanced and rich versions which are made with
innovation and add-ons like Oreo, fruit n nut and caramel etc. is the augmented product.
Potential product- This comprises all the additions and the transformation of the
product of Cadbury might undergo in the coming future. In order to maintain the loyalty
of the consumers, the business of Cadbury keeps on innovating and enhancing its
product line so as to delight and fascinate the consumers. For instance, the launch of
Cadbury temptation and Bourneville by the firm was an initiative to sustain the
customers who prefer the premium class of chocolate (Kahn, 2014).
STAGES OF PRODUCT LIFECYCLE
The products which are old lessen their popularity over time whereas the demand for
the newly made products rises at a rapid rate. The products of the firms have a limited
life, therefore, maximum of the companies decide to make an investment in the
development of new products to ensure that their business sustains for a longer period
of time. The various stages of life cycle of a product are explained below-
10

Introduction stage
This stage of the product lifecycle accounts for huge investment as the firm launches a
new product in the market. At the time when a new product of Cadbury is launched,
there is a small market which accounts for fewer sales. On the contrary, the expense
involved in research and development, the marketing for product launch and consumer
testing can reach too high levels, especially if the launch is in a highly competitive
environment (Stark, 2015).
Growth stage
This stage is characterized by good amounts of growth in the terms of profit and sales
as the firm, here Cadbury can gain benefits from the economies of scale in the
production operations. Also, it can gain profit margins as the overall profit will augment
after the sales of the product. The enhancement in the profits and other financial
aspects enable the business of Cadbury to make more investment in the marketing
activities in order to optimize the growth stage potential.
Figure 2
Source: [Product Life Cycle Stages, 2018]
11

Maturity stage
In this stage, the product has been well established in the market and the aim of the firm
is to upkeep the market share. This is the stage where the competitiveness of the
products is at peak and the businesses are required to make an investment with more
strategic thinking for the marketing of the product. This stage also involves the firms to
take into consideration any changes to be introduced in the production of the product,
here the chocolate with fruit and nut and peanut butter so that the company, Cadbury
can achieve competitive advantage.
Decline stage
This is the last stage, where the product’s market will start shrinking and thus it justifies
the name. This can be accounted as a result of the saturation of market or the
customers migrating to some other brands for buying some other type of product (Stark,
2015). The decline may be predictable, but there is a slight possibility for the firms to
generate some profit by switching to the production methods that cost less and the less
expensive markets.
12

P4 EVALUATING WHICH OF THE PRODUCT LINE MANAGEMENT CHOICES
ARE NEEDED FOR THE INDIVIDUAL PRODUCTS OR THE SERVICES
When some relatable products are sold by a single company under the same brand
name is called a product line. It is significant for the firms to pay attention towards the
development of an efficient product line brings benefit to the company. Some elements
are related to the product line management that must be taken into consideration by the
company. There are 2 choices for the management of a product line-
 Standardization- The market is considered as homogeneous and in the
response provides the standardized products with the help of a standard
marketing mix. The product contains the same packaging, the use of material,
the product name or the ingredients used and the quality of the product despite
the location of the company. This is a practice which sets the unique identity of
the products sold all over the places it serves (Srinivasan, 2011). This is also
called the approach of one size fits all.
This method is found to be effective as the cost for different production and
packaging of the products is reduced and the good quality of the product is
maintained. The firm can thus get benefit in the production, lessen the costs of
the raw materials involved along with streamlining the distribution of its products
and also strengthen the branding of the product. The firm Cadbury has adopted
product standardization as it sells the same dairy milk all over the 60 places it
serves in the world.
 Adaption- In this product line management, the inherent diversity of the
international marketplace is taken into consideration and a marketing mix is
adopted that fits into rules and regulations, the preferences, competitiveness, the
local culture and competition along with infrastructure of the region where the
company is planning to deliver the product (Barczak and Kahn, 2012). The
preferences of the consumers are directly addressed and the best use of local
marketing knowledge is done. The skill level required is high in a case of
customization of the products along with abiding by the requirements of the
13

government. For the multinational companies like Cadbury, it is considered as
an influential strategy.
Macro factors and their impact on the new product development
An organization’s business environment consists of the external and internal
environment that impact in a substantial manner on the operations of the firm. The new
product development is a major task for a firm as it involves passing through a number
of stages and a number of aspects need to be considered for the launching of a new
product in the market. For the external environment analysis, the PEST analysis needs
to be conducted (De Medeiros, et al. 2014).
The political aspect of a country needs to be taken into account like the regulatory
bodies and the policies for trading, the rules of the local government and the market
pressure etc. Each of the elements given can have a significant impact on the
procedure of the new product or service development. In the economic aspects, there
are factors like the taxation policies and issues encountered, the industry and market
cycle and the interest rates etc that impact and can sometimes cause hindrance in the
functioning of the operations of the firm. The social aspects such as the demographics
and lifestyle of the consumers at a geographical location, the purchasing pattern of the
consumers etc must be in an effective manner tackled by the firm before the launch of a
new product. This will help the firm like Cadbury to have a competitive benefit over
others.
In the technological aspects like the use of advanced technology, innovation and the
mechanism for storage and distribution of the products may impact the firm by positively
affecting it and adding to the advantage of the firm. The external aspects thus have a
major impact on the new product development for a firm and thus correct practices must
be done for the proper management of the process of the product development.
Trends and role of innovation
In a firm like Cadbury, the concept of innovation plays a significant role in the growth of
the firm as it helps in the accomplishment of a good market share. In the phase of a
14

product development or service development, there exist 2 types of innovation that can
be implemented by the firm which are the incremental innovation and radical innovation.
These types of innovation are applicable according to the market needs and the
requirement that will in future assist the business to gain effective benefits (Grönlund, et
al. 2010).
15

LO4
P6 COMPLETING A REFLECTIVE STATEMENT CRITICALLY REFLECTING
ON THE TEAMWORK, CREATIVE DEVELOPMENT AND PRESENTATION
It has been observed that the firm’s objectives are required to be accomplished within a
definite time period. All the departments of the firm which conduct different operations
within the organization work together for the achievement of the aims and objectives in
order to attain sustainable growth. On the other hand, there occur certain situations
when the goals of the firm are not attained in a proper manner. They can be achieved
by the creation of a healthy environment and creative development of skills. A number
of tools and techniques are being used to be applied in the firms for getting effective
results (Ernst, et al. 2010). One of the most important aspects and approach that can
prove to be beneficial in the cognitive development of skills is the theories and approach
to reflective learning. One of the benefits of using the reflective theory of learning is that
the individual who learns realizes the responsibility towards the learning which provides
assistance in their personal development. In this, the individuals who learn become
metacognitive of the internal process of their thinking and comprehend the intention
behind the actions. Adding to this, the individuals are able to conduct the assessment of
balance among the learning area implementation and the results obtained from it.
The concept of reflective learning style is a method of permitting people to take a step
back from the learning experience for assisting them in development of the critical
thinking skills and improve on the performance of future by conducting an analysis of
their experiences (Beech, et al. 2017). The 3 of the major reflective learning theories
discussed below are reflective learning style by Donald Schon, David Kolb and John
Dewey.
John Dewey reflective learning
He is known to be the founder of reflection as it all is relatable to the personal learning.
He emphasized that in the context of learning, reflection is not mere passive event
recall. It is an active and a thoughtful process and all about thinking upon for learning.
16

According to Dewey, reflective learning is a persistent, dynamic and vigilant
consideration of a belief or knowledge (Jordi, 2011). Reflection can prove to be
beneficial for creating a sense of situations that people find out to be complicated or
difficult to explain. The reflective learning must comprise of event recalling and posing
the questions for discovering how the things turned out the manner they did and what all
the plausible actions could have delivered a different result. There are 5 stages in
model stated by Dewey-
 The problem is identified that is felt and puzzling
 The identified problem is observed and refined for creating a better
understanding
 Hypothesis about the problem is developed with its origins and probable
solutions
 The hypothesis is subjected to reasoning and investigation
 The hypothesis is tested (Jordi, 2011)
Donald Schon
Schon worked on Dewey's model and related the refection to the professional
development and practice. He said that the people can develop tactic and explicit
knowledge. The knowledge developed is the theory that reinforces the practitioner’s
actions by instinct. He discovered 2 types of reflection namely ‘reflection on action’ and
‘reflection in action’ (Hébert, 2015). The reflection on action is being undertaken in a
retrospective manner and the reflection in action is the ‘thinking on your feet’. He also
stated that undertaking reflection on action, the individuals or learners can get
assistance in the form of building upon the past experiences.
David Kolb
Kolb created a framework for learning cycle. He emphasized towards the fact that
people have some sort of preference to conduct a part of the learning cycle over the
others. The cycle contains 4 stages one of them involving the reflective observation
(Kolb, 2014).
17

 Concrete experience- An individual faces a new situation or encounters an
experience. It may involve the reinterpretation of some existing experience.
 Reflective observation- It involves observation of the new experiences which
are of significance. This includes the active thinking about what an individual has
done and experienced so far. Some of them are good at this but other get
training to be more particular about presenting a review of their experiences
(Kolb, 2014).
Figure 3: Kolb's Reflective Cycle
Source: [McLeod, 2017]
 Abstract conceptualization- In this phase, the thinking is transformed into the
interpretation of what the individuals think about. For conceptualization, the
hypothesis is generated depicting the meaning of an individual’s experiences.
 Active experimentation- The hypothesis adopted by a leaner is being tested in
this stage. The new experiences of the practitioner will support or present a
challenge to the hypothesis made (Kolb, 2014).
Ingenious product or service development and entrepreneurship
18

In the business world, anyone the business can generate good revenues by sales of
services and products to new customers or some innovative new products to the
existing customers. The marketing process is linked with a number of activities in the
product development. The 5 methods that can be used for the effective development of
a product or a service are-
 The approach of ‘Build it and they will come’
 Approach of Seat-of-the-Pants
 The approach of incremental planning
 The approach of business planning
 The approach of business development
After the selection of a proper method of the product development, it is important to
select the appropriate idea source for the new product development. The sources of the
idea may be from the customer reviews, the proposal requests from the governmental
agencies or the change in the existing products or the suggestion from the stakeholders
of the company (Burroughs, et al. 2011).
Also, it is important to protect the idea so as to escape form breach of any kind of
information. To cater this, the intellectual property tools can be sued like Patents,
copyright, trademarks etc. the brand of the company can be named in such as creative
and thoughtful manner that it acquires the mind and hearts of the targeted consumers
and it is successful in establishing a respectable position in the market. Also, the non-
compete agreements must be established with the employees so that there is no
chance of them establishing a new business with the same product or services.
The skills of entrepreneurship are mandatory for deployment of the proposed idea into
the final product or the service. Also, it is important to obtain and have knowledge of all
relevant information related to the verification of the product and funding aspects so that
an idea can be obtained related to product viability. There are some of the
improvements that can be done to the business idea so as to successfully launch the
developed product or service in the marketplace (Burroughs, et al. 2011). The
19

development of product must be done by a viable approach in order to benefit the
company in the form of accomplishment of their objectives.
20

CONCLUSION
It has been found from the report that for the development of a new product, the
significant and essential stages in the product development must be followed by the
firms so as to launch it successfully in the market. The firm, Cadbury has been taken
into account for the report where a new product, dairy milk Peanut Butter with fruit and
Nut has to be launched in the market. The procedure for the development of product
has been explained along with describing various levels of consumer integration. The
process has been applied to Cadbury for its new product development. Moreover, the
life cycle of the product has been assessed in the context of Cadbury along with an
evaluation of the choices of product line management for the products or the services.
Lastly, a reflective statement has been given critically reflecting on the creative
development.
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