Product and Service Development for Sainsbury: A Case Study

PRODUCT AND SERVICE
DEVELOPMENT

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................
MAIN BODY.......................................................................................................................................
Organisational overview..............................................................................................................3
Process involves in development of products and services and consumer integration level.......3
Evaluation of range of products and services related to lifecycle stage......................................4
Evaluation of managing the lifecycle stages and justification for the selected product line
management choice......................................................................................................................6
Choosing one product line management choice:.........................................................................6
CONCLUSION....................................................................................................................................
REFERENCES.....................................................................................................................................

INTRODUCTION
Product and service development also termed as the new product management which comprises of
series of stages that highlights the conceptualisation, designing, manufacturing of the new product and
services (Francisco, Junior and Sant’Anna, 2020). Product development plays a significant role for the
organisation as it ensures the better values for the potential consumers as well as make sure that there
are such demands that company’s products are at possible highest quality before taking the product
into market. Sainsbury a second largest supermarket chain of United Kingdom, headquarter is present in
London, England company deals with variety of products and have greater market share. Following
report will cover the product development of firm which discuss the processes which involves within
new product development. It also covers the life cycle stage of products and covers the requirement of
product line management for individual product.
MAIN BODY
Organisational overview
Sainsbury a retail supermarket chain which have diversification in their product, company operates
globally and considered as the largest UK retailer of groceries. Firm owns the Argos, nectar, Sainsbury’s
Bank brands company is committed with sustainability and to deliver valuable and better products to
consumers (Zheng and et.al 2019). Company sells groceries, clothing, homewares and other financial or
electrical services. Their focus on quality, sustainability and provenance makes them unique from other
brands their offering makes the consumer to buy their products and services.
For this report specific new product have been selected which is “recycled plastic T-shirt”
which is sustainable and do not cause any harm to consumer. It will be available at affordable
price and also available in customised size so every consumer can avail it.

Process involves in development of products and services and consumer integration level
New product always plays a crucial point for the success of the business where the organisation
aims to carry out proper market research to identify the factors that can be easily incorporated with the
development process. It is also a series of stages where it comprises of the conceptualisation, designing
of the new branded commodities. There are specific processes which are idea generation, screening,
concept development, marketing strategy and product development all are important for that it is
required for the firm to make sure to have a skilful team in order to deal with such processes (Arromba
and et.al 2020). Initially team of skilful employees search out all possibilities and then generate the idea
after this screening has been done where the useful idea came out it can also be done through the
technology. Sainsbury is the giant merchandise which means they have the responsibility to meet the
requirement of their consumers, thus for their new product company have done the market research
and to include their consumer overviews so that suitable product can be developed that aims to fulfil
audience requirement and can be worth for their investment. It is up to the firm to perceives their
product and services in a manner that helps them to develop successfully.
Therefore, Sainsbury can apply this processes into their launching of the new product which is
made from recycled plastic (da Luz and et.al 2018). Company has passed the idea generation and
screening phase from where the “use of recycled plastic concept is came out”, as growing demand of
this in market lead the firm to produce or design the product to attract range of consumer towards it.
for the generation of the ideas it is also important to have the culture where the employees are safe and
provided with the opportunities regarding knowledge and skill development, hence in such work place
environment innovation takes place where the employees think beyond the aspect and generate a
creative idea which lead the firm to make their desired goals achievable.
Evaluation of range of products and services related to lifecycle stage
Product life cycle stage, in this product manager generally develops the marketing mix for their
goods as it moves within the life cycle (Briard and et.al 2021). Product life cycle is defining as pattern for
the sales and gain over time for the specific commodities, as product moves within this cycle and
organisational reviewing or monitoring their marketing mix in order to stay strong and competitive in
the market and to fulfil the requirements of their target consumer. Generally, it consists of the
processes which are Introduction, growth, maturity and decline. For the product of Sainsbury, it is
obvious that product also move within this cycle, below is the product life cycle of company’s new
product-
Introduction: It is the initial stage where it shows that initially product is developed and ready
to be launched in the market. it also means that product has completed all its testing then after
passing all the criteria and now it’s being ready to mark its presence in the market and to
generate the sales for the product. Launching of the product is high stakes time span within
product life cycle although it does not generally mark the good’s success. Hence Sainsbury
company need to make sure that they are deploying better marketing and promotional activities