Brylcreem: Revitalization and Product Development Case Study

This assignment presents a comprehensive case study on Brylcreem's product development and revitalization strategies. It begins with an introduction to product development, emphasizing the process of bringing new products to market, and then provides a detailed examination of Brylcreem, a UK-based brand under Unilever. The case study addresses the challenges Brylcreem faces in a competitive market and outlines its objectives, including removing old perceptions and revitalizing its product life cycle. The project covers various aspects, such as target audience analysis, the use of the BCG matrix, and the importance of brand image and tagline. It also delves into opportunity specifications, considering both monetary and non-monetary costs, and explores different pricing strategies. Furthermore, the assignment highlights the significance of a detailed time schedule and risk management plan for successful product development, emphasizing the importance of timely execution and the mitigation of potential risks. The study also provides a discussion on the challenges faced by Brylcreem for product development, including misreading the target market, poor product design, and incorrect pricing strategies.

Product development

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
Aims, objectives and need of project (Covered in PPT)........................................................3
TASK2.............................................................................................................................................3
Case study on Brylcreem for revitalization and product development process.....................3
CONCLUSION................................................................................................................................9
REFRENCES.................................................................................................................................10

INTRODUCTION
Product development described as a process under which complete process has been has
been implemented in which new product has been developed in market which come with distinct
features and speciality. In other word it consist of series of steps in which at the time of bringing
new product in the market company require to research about the scope and market opportunity
coming from project. Under this whole process research need to identify the present needs of
costumers and then come with their products and services which either be tangible or intangible.
Under this assignment the product which is pre-freed is Brylcreem originated from UK and
supplier of cream is Unilever. This brand provide the man related product like hair cream, gel
extreme but need various improvement in order to sustain in external market (Cousins and et. al ,
2011).
TASK1
Aims, objectives and need of project (Covered in PPT)
TASK2
Case study on Brylcreem for revitalization and product development process
Challenges faced by company
Brylcreem is brand rich company from older times but now a days it is hard to work and sustain
due to old fashioned thinking by target audience. Their is need for company to find the way
through which they connect with their customers in highly competitive sector in order to remove
the misconception of consumer about brand. (McNally, Akdeniz and Calantone , 2011).
Objectives and aim
The main objectives of Brylcreem is to remove the old fashioned perceptions regarding brand
from the mind of target audiences and revive the life cycle of their product by introducing
something creative in external market which is distinct from its competitors. Apart from it
company has define different types of objectives and scope which stated below:-
 To become the top most brands in men's hair cream and gel that satisfy all the needs and
wants of customers.
 Basically company focuses on target audiences of age group of 15-24 males and it is
shown through the advertisement in which various celebrity are show that cream is best
solution for all styles that men want to do in their hair.

 Brand get more stardom when shown in big screen allowed organisation to deliver
positive effect on brand image and establish high propensity to purchase by buyers at
bulk.
 According to recent report it has been acknowledge that company main objective is to
spend 90.5% on media budget for the booking of AGP package over selected weeks in
order to take advantage of attracting more youth audience who visited on daily basis.
 Company planning to diversified their business by adding new features in existing
products and planned to launch new goods and services which enhance their sales and
growth.
 Main goal of organisation is to learn competitors strategies in external market which they
used in order to attract target audience and then re-establish their own policies and
procedures that help company to change their old fashioned image among existing
customer and get the chance to revitalise their own brand(Mascitelli , 2011).
 Company also apply BCG matrix in their different product line to know the actual
situation in external market and get innovative ideas for further improvement.
 Company main focus is to maintain confidence, fashionable and credible in their brand
product and that same must be communicated among different customers. The tag line
used by organisation must be famous and impactful in the mind of customers so they
easily convince audience to use their product for cool hair style.
 Company must divide their daily task into different department so that all risk associated
with different part easily scan and corrective measures can be taken in effective way.
 The main objective of organisation is to become sensation right from the launch that
offers hundred of choices to men when it comes to styling their hair by providing various
product like hair cream, gel, wax and clay.
 The criteria regarding the use of colour red in their product is that it gives energy, power,
boldness and excitement which targeted to youth and enhance brand image and goodwill
of company.
 Lastly brand must consider their product portfolio in such a manner which give them the
benefits of charging premium prices from customer by satisfying their needs and wants in
appropriate manner. Offering product through E- marketing so large number of customer

use the goods and services at their satisfactory prices and also give feedback for
improvement.
All the above objectives must define the scope that must be understand which can be analyse
through market research in which various market strategies in which different tools techniques
are used for enhancing sales. Primary and secondary methods are used in which data are
collected for analysing market demand, trends and preferences of customer which changed
according to external environment(Mueller , 2012).
Opportunity specification related to cost associated with monetary and non monetary
perspectives
Opportunity related to product specification means introduce company product in such a
way that provide the competitive advantages over competitors. One of the biggest challenges that
company is facing by product development team related to decide the matter associated with cost
incurred on product building. Another decision company has to taken related to cost related
factor on monetary and non non monetary perspectives manner which stated below:-
 the company using same packaging and price of 3.29£ since the 60s era which include
few other wax and gel too. The main objective of deciding this cost is to ensure that every
customers easily purchase at affordable price without any problems.
 Firstly the Brylcreem team management using stagnant pricing strategy with the motive
of establishing market place among target audience in order to enhance sales and
profitability of organisation.
 Apart from it cost associated with monetary and non monetary perspectives need to be
evaluate in order to overcome all the risk associated with it. These two criteria need to be
consider as important part of Brylcreem. The criteria behind it is to operate the business
activities in successful manner in order to get the optimum level of satisfaction.
 Financial cost incurred with the aim of maintaining the quality standard of product and
services so that company easily establish the trust and loyalty towards target audiences.
 Further monetary amount spend on the training and development of employees so they
professionally experienced with all the sales techniques they used at the time of
interacting with customers so they easily convince buyers to buy at bulk.

 In order to maintain financial cost company need to formulate all the policies related to
balance sheet evaluation, financial budget and cash arrangement so that objectives of
organisation accomplished within specified time period.
 For managing financial cost various pricing strategies has been made in order to maintain
sustainability in business are stated below:-
Pricing at a premium:- In order to gain benefit of premium pricing company set cost which
higher than competitors and considered most effective way in the initial stage of product life
cycle and ideal for small scale business.
Company also has option to attract buyer by offering lesser prices on their goods and services.
These techniques generally used by organisation by lowering price in order to avoid rivalry
challenges.
Economy pricing is common techniques used in FMCG sector in order to attract the customer
who are conscious for price. The main advantages of adopting this strategy is to minimise all the
cost related with marketing and production in order to keep price down.
Psychology pricing is that type of technique that marketer use in order to encourage customer in
order to respond on emotional level rather than logical ones.
 Non financial perspectives related cost can be controlled by redesigning strategies related
to plan, policies and procedures in order to enhance sales and productivity which lead to
accomplishment of daily target of company.
So, Brylcreem need to adopt all above point in order to grab market opportunities in external
market and help in reducing cost related factors(Nicholas , Ledwith and Perks , 2011)
Detailed time schedule for completing task related to development of product:-
It is vital for company to fix the time duration in order to complete all the targets they establish
for product development. Delay in accomplishment lead to heavy loss and become barrier in the
continuous sustainability of company. Therefore, it is essential for organisation to redesign their
organisation structure in order for continuous development in products ranges. Following steps
are followed for accomplish task in time are stated below:-
 Company need to fix adequate time period in order develop and implement new
products . The main objectives in order to develop product in market, management team
need to communicate times frames and deadlines for implementation. Manager always

must be thoughtful and realistic and try to divide task according to specialisation of
work .
 Brylcreem management team in order to beat challenges of company need to establish
efficiency and effectiveness in their workforce.
 Manger require fix such date for launching product by considering both the internal and
external factors I.e. see at that time no other company dealing in same product line
introduce goods and service because that affect their sale negatively.
 Conducting research in order to know the recent trends, preferences and likes related to
products. Investigator using different source like primary and secondary data in which
they collect information which they applied in their strategies in order to gain better
outcomes in future.
 Further, questionnaire, free sample, discount offer and feedback method are used in order
to know the opinion of customers regarding product company dealing so changes can be
done in specified time period.
 Apart from it Brylcreem organisation uses the techniques of management by objectives
given by Peter Drunker in order to accomplish time related to product development in
following manner:-
1. Establish objectives:- Under this step company require to fix objectives on the mission
and vision set by firm for long term period. It is the utmost duty of manager to
communicate all the task to workforce so they find any confusion at the accomplishment
of goals.
2. Fix time period:- under this step top level has to fix time period for the employees on the
basis of which they have to complete their daily targets. This strictness help in
maintaining decorum among employees so they put their innovative skills and capability
in one task.
3. Proper implementation: Under this scenario whatever the activities organisation think of
must be implemented properly or if any deviation arises in actual and standard plan that
corrective steps in order to improve all the irregularity arises in operation management.
4. Feedback:- last step in development of product is to take the feedback of target audience
after official launching of product in market. This can be done by marketing team by
using their promotional tools like roadshows, exhibition and advertising in which they

take the review of costumer regarding all the strength and weakness of their goods and
services.
All the above measurement regarding completion of target in timely manner help organisation to
avoid all circumstances at the revitalisation and new product development are as follows:-
1. Misreading and wrong figuring of target market lead to heavy losses to organisation.
2. Introducing poor designing in product lead to failure in meeting needs and wants of
customers.
3. Implementation of wrong pricing strategies(Petala and et. al. , 2010).
Importance of risk management plan
Risk management plan is a official document that project manager require to prepare in
order to foresee all the risk, estimate impact and define different responses to an issues. It also
contain risk assessment matrix. It has been said that risk is an uncertain event which can't be
predicted and have both positive, negative effect on project objectives. It is that department of
organisation that create awareness on problems that arises in company at the initial stage of
develop(Smals and Smits , 2012).
For mitigating risk following steps are considered in following manner from Brylcreem point of
view:- Identifying risk:- Before company is planning to managing and mitigating risk it is
essential for them to identify it properly in order to getting knowledge about possible
threats in completion of projects. Risk can be analysed through PEST method in which
all the political, economical, social and technological factor are ascertained. Analysing and evaluating risks:- Once the company identify risk factor in their project
then next step is to analyse and evaluating each types of risk associated with it regarding
the successful completion of project. Risk can be observed on two criteria I.e. likely hood
and level of impact in which manager measure risk on low, moderate and high level of
risk that shown in matrix. Identifying Risk triggers:- Under this step project manager divide the whole task into
different divisions so that they take care of risk associated with it. These divisional
managers scan all the factor and if any risk arises it communicated to the head of project
manager that whole development plan in danger.

 Brainstorming for solution ideas:- Under this step strategic manager organise meeting in
which all the workforce coming at one place and discuss their ideas in order to overcome
from risk factor. Management take all opinion whether relevant or not and finally on the
basis of various alternatives choose final one that consider as optimum solution to
remove the element that create risk in the further development of whole product.
 Create plan:- After the risk has been identified, the possible solution and outcomes are
taken into account, on the basis of which final action plan has been created. This action
plan consider as fundamental principle for whole risk management plan and it taken into
consideration at various level of plan in order to mitigate all the risk associated with it.
Brylcreem in order to sustain in market has to follow above risk management plan so that they
strengthen and revitalise their brand in market. It has been suggested for company to change their
packaging tactics instead of traditional one and improve the quality of hair products which allow
company to come at competitive place and compete with their competitors. Further risk
management manager investigate all types of changes in technology which prove dangerous for
the goodwill of company and try to create innovative methods in their product line so that all the
mishappening can be avoided and organisation can easily establish trust and long term
relationship with their target audience in appropriate way(Thomas , 2013).
Product development specification
Product design specification means control over and would include all the outcomes
related to product development exercise and it related to designing and specification of particular
product. Their are some important element that gives the most crucial elements in order to get
product specifications. Following are the different factors that must be included at the time of
product design specification described below:-
 Title and purpose of Brylcreem:- The main purpose of company is to remove the
mentality of target audience regard their perception about the old fashioned cream so that
sales can easily be enhanced.
 Performance of product:- when the product firstly launched give their outstanding
performance by launching various hair cream for men's styles which attracted most to the
large population. But when their competitors like set wet coming then organisation sales
reduced and customers switch over another brand so before reach to decline line of

product life cycle management team use various marketing strategies in their business
plan in order to revitalise product performance.
 Size of product:- Brylcreem is a known as men's hair styling cream and provide attractive
hair style, make them soft, healthy and manageable. Currently product is available at the
size 4.5oz. And 5.5oz.
 Environment point of view:- It is healthier and secure from environmental point of view
because it provide anti dandruff hair cream which is not hazardous for men's hair and not
injurious from consumption point of view.
 Service life:- the life of product is depend upon the target audience and quality standard
provided in products. Basically brand is positioned targeting metrosexual men's from the
range of 16-50+. But the offering is different according to the age group and range is
from 16-30.
The company is not stable on their target audience which is one of the crucial reason for
decrement in product sale. After that they using brand ambassador in order to create awareness
among customer regarding the benefit, price and standard quality for products. Organisation
doing well at the initial stage of launching but due to entrance of various rivalry company is
unable to beat the challenges of external environment. In order to strengthen their position again
and maintain the sustainability of product management need to formulate such strategies which
satisfying the requirement of target audience.
 Weight range:- The weight range of this cream is available at 75ml, 100ml, and also
contain heavy weight for long purposes.
 Competitors:- Company facing huge competition from many rivalry I.e. set wet, garner
and many more brands that come with different features in their hair products that attract
target audience and reduce the sale of Brylcreem. They also face competition with
itsunmessable style, use of fresh hair technology and long-lasting non greasy.
 Cost structure:- Company need to designed proper framework for their cost structure on
the basis of which they easily plan regarding how to optimally utilise all the available
resources that help in reducing cost and enhance profitability.
 Testing:- Brylcreem must specify their planned test that need to carried out which divided
into following parts:-

Corrosion testing:- This method is widely used in evaluating the material ability according to
specific environmental conditions and in field condition this testing is relatively slow because of
which accelerate test methods are used in predicting long term corrosion behaviour.
Fatigue testing:- This method is generally used to determine the fatigue life of product and
danger point. Therefore Brylcreem must adopt this testing in order to know the danger point in
their products life. Safety measures:- Brylcreem must arrange all the safety measures and medical facility for
manufacturing department in which all the workforce working on large machines in
which any incidence can be hazardous for life of individuals(Blees , Jonas and Krause ,
2010).
Solutions or strategy for revitalization of brand
Company in order to revive their positioning in target market must come with innovative features
in hair product by using the concept of new product development cycle and target on the age
group of 16 to 30 age group people. Further company required to main their core values which
include fashionable, confidence and creditability regarding product.
Other medium for the improvement is to expand brand in various countries and promote
products through its TVC and unique tag line for brand. Further company must focus on product
portfolio by launching more products. One of the demanded product of company is Brylcreem
Hybrid which give the benefit of both wet look and hold in a single formulation.
All the above measures are important in order to develop the product again. (Larman , 2010)
CONCLUSION
It has been concluded from the whole project that redevelopment of any product is possible
through the way of using various marketing tools and techniques in order to promote and provide
information regarding new changes make in product in order to satisfy customer needs.
REFRENCES
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