Brylcreem: A Case Study on Revitalization and Product Development

This case study examines Brylcreem's product development and revitalization efforts, focusing on challenges, objectives, and strategies. It highlights the need to adapt to changing customer preferences and address the brand's old-fashioned image. The study covers the company's attempts to introduce new products, like UV glow gel, and the challenges faced from competitors. Recommendations include associating with international celebrities and adopting innovative packaging and product techniques. The conclusion emphasizes the importance of marketing tools and techniques in promoting product changes to satisfy customer needs. Desklib provides access to similar solved assignments and resources for students.

Product
Development

Covered Content
• Introduction
• Aims, objectives and need of project
• Case study on Brylcreem for revitalization and product
development process
• Conclusion
• References

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.

Aims, objectives and need of project
• In dynamic external environment needs and choices of
customers are changes according to trends prevail in
market.
• The main purpose of every company at the time of
introducing any product of their brand that it must be liked
by external customers so that sale of company increase and
enhance the market share also.

Continued...
Need of product: It is essential to allocate the requirement of product in
external market on the basis of which company decide
either they launched their product or not. If company
launch their new product but sale of good is not enhance
then in such case organisation need to think some
alteration in their product or try to upgrade with latest
features which create last longing impact on target
audience.
Speciality of product One of the special feature in this brand that it capture the
whole niche market where demand for men's hair
product is open but nobody come with such service that
satisfy the need of customer. In such circumstances
Brylcreem come with so many products that full-fill the
demand of target market.

Continued...
Target market for this product: basically the target audience for this cream is
youngsters specially people belonging to age of 16-24
who want stylish hair style in few seconds without
using any high priced product.
Requirement for making product
successful
Brylcreem is branded product having positive heritage
but in recent time company need to work hard to
remove the image of old fashioned appeal. So in order
to make brand successful and boost up the sale of
product firstly marketing team need to formulate
strategies in which they aware people about hair
cream.
Area of concern Firstly company come with UV glow gel product
which fail to create good impact on target audience
because it provide no other benefits which is distinct
from traditional hair gels. Company sale reduce when
it faced tough competition from Set wet and company
has no alternatives to boost up their sales.

Continued...
Recommendations:
brand should try to associate with some famous international celebrity in order to
promote their products varieties.
Company need to adopt different packaging style method apart from traditional
method of tub packing and other packing which is same as their competitors.
In hair cream segment company try to adopt some innovative techniques in their
products according to the requirement of changing environment.

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.
• Objectives and aim: The main objectives of Brylcreem is
to remove the old fashioned perceptions regarding brand
from the mind of target audiences

Continued...
• 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.

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.

References
• Hoyer, W. D. and et. al., 2010. Consumer cocreation
in new product development. Journal of service
research. 13(3). pp.283-296.
• Larman, C., 2010. Practices for scaling lean & Agile
development: large, multisite, and offshore product
development with large-scale scrum. Pearson
Education India.

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