Product and Service Development Unit 22

PRODUCT AND SERVICE
DEVELOPMENT UNIT 22

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysing the process involves in the new product and service development and level of
customer integration.....................................................................................................................3
Applying these steps for developing the organic drinks by the Mark and Spencer.....................5
Life cycle stage of the product or service for the Mark and Spencer organization:...................6
Appropriate product line management for the product:..............................................................8
Design and pitch for the launching of organic drinks in the market............................................9
Reflection...................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Product and service development also refer as the new product and service
development. It involves the series of stages which involves the conceptualization,
framing and the marketing aspect of the new product. It plays an important role for
enhancing the productivity of the business. As the main key difference between the
product and service development is that the product is tangible and the service is
considered as the intangible. Creation of the product introduce some different aspect
which can be used to enhance the further growth for the organization (Ahmadi, 2019).
As a junior product manager of the company Mark and Spencer a British Multinational
retailer organization, main headquarter is present in a London, England, United
Kingdom. Company has diversification in their products, they have wide range of
varieties of their product which they deliver to their customer. Company have many
stores across the country in which they sell their different products which ranges as food
and beverages, clothing etc. Report focus on the innovative ideas which the
organisation is looking for improving product and services to launch in the market. It
involves the processes which define the new product and services development for firm
and its application applied for developing a product for company. It further involves the
designing and pitch of product, and reflective statement over the team working.
MAIN BODY
Analysing the process involves in the new product and service development and level of
customer integration
The product development process involves all those steps that are needed to taken for
increasing the market availability of the products. This process involves those steps that
adds glory in the making and promotion of product. Earlier, the companies was using
the concept of making products according to their perceptions and then selling it into
market. But now, the scenario has changed the market is all about the customers.
Consumers are the vital element for the business. (Santos and et.al., 2017). Therefore,
it is important to understand their demand and on the basis of that decision regarding
the product has been taken. This ensures the success to the firm as the consumers
becomes highly satisfied when their demand are completed. The process of product

development adds glory in the product. In order to understand this with clearance, here
are the steps that are involved in the product development process.
Identification- The NPD is the opportunity to grab that is available in the market. The
NPD enable the firm to grab that opportunity that is filled with the demand and
satisfaction of the customers. This is the first step of the product development process
in which the organization identifies the idea of generating the product. The idea is
generated by seeing the current market scenario. The demand and taste of the
customers plays the important role in the idea generation of the product. During this
stage different ideas has been identified by the company in relation of developing new
product.
Idea screening- This involves choosing the best idea among all the ideas. That idea of
product development that ensures the high rate of success has been chosen by the
firm. This stage has been performed by making complete research on each idea. The
total expenses on the product has been calculated. This helps in knowing the profit that
will be earned by the company. (Roberts and Darler, 2017). The SWOT Analysation has
been done by the company in order to know the strengths, weaknesses, opportunities
and threats of the product. And on the basis of that the best idea has been chosen.
Concept development and testing- After the idea is identified the next step is to
developing the concept of the product and testing the product. This has been done in
order to know competition that has to be faced by the firm for launching the product.
The clear presentation in relation to the product has been made. (Sallati and et.al.,
2019.)The presentation involves the benefits and uniqueness of the product that will
attract the customers. The testing of the product is done in order to provide the
assurance in relation of the safe product. Testing element determines that the product is
safe to use and there is no harm from using the product.
Market strategy and business analysation- This step of product development
process involves those strategies that are needed to be taken for reaching the targeted
audience. The market strategies involves all those tools and techniques that helps in
making consumer about the product. The concept of marketing mix has been performed
during this stage. Business analysation involves the risk factors that can come in the
product development.