Product and Service Development Report: Burberry's Product Lifecycle

This report delves into the product and service development strategies of Burberry, a renowned British fashion brand. It examines the processes involved in new product development, including idea generation, screening, concept development, and business analytics, with a focus on customer integration. The report applies these processes to Burberry's potential new product: woolen garments. It assesses the product lifecycle stages, from introduction to decline, and evaluates product line management choices. The report also includes the design and pitch of a new product, considering market testing, launch, and distribution. Furthermore, it incorporates a reflective statement on teamwork, creative development, and presentation, offering recommendations for improvement. The report provides a comprehensive analysis of Burberry's approach to product development, market strategies, and customer engagement.

Product and service
development
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Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
TASK 1............................................................................................................................................4
P1 Explain the processes involved in the development of products and services and the levels
of customer integration................................................................................................................4
P2 Apply these processes in application to the development of a specific organizational
product or service........................................................................................................................6
M1 Consistently demonstrate a justified application of subject knowledge and understanding
to the processes of product or service development....................................................................6
D1 Provide a well-articulated, coherent and logically presented pitch that has a fully justified
approach to decision-making throughout the development process, market launch and
distribution...................................................................................................................................7
TASK 2............................................................................................................................................8
P3 Assess the life-cycle stage of the products or services in a company’s portfolio..................8
P4 Evaluate which appropriate product line management choices are required for individual
products or service.......................................................................................................................9
M2 Provide a coherent and justified evaluation that is supported by material synthesised from
a range of validated sources.......................................................................................................10
TASK 3..........................................................................................................................................11
P5 Design and pitch a product or service taking in to account market testing, product/service
launch and distribution..............................................................................................................11
M3 Design a creative, dynamic and detailed pitch that provides evidence of a well-planned,
developed and evaluated product or service..............................................................................12
TASK 4..........................................................................................................................................12
P6 Complete a reflective statement that critically reflects on team working, creative
development and presentation...................................................................................................12
M4 Address concerns and issues with recommendations for improvements............................13
D2 Provide an insightful and independent reflection on teamwork and creative development,
giving valid and justified recommendations..............................................................................13
CONCLUSION..............................................................................................................................13
References......................................................................................................................................15
Books and journals:...................................................................................................................15
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INTRODUCTION
An organisation require it continuous growth and profitability in to market. In order to maintain
the existence and customer satisfaction, new product development is a need of every
organisation. The variety and ranges of products will give customer higher satisfaction and a
reason to be a regular customer of the organisation. New product innovation goes with many
procedure and aspect that a company requires to its production, launch and distribution. This
report is going to develop a coherent product life cycle of Burberry, it is a British fashion brand
mainly known for its luxurious goods and accessories (Adam, 2018). The company was
established in 1856 in England. It serves the world wide area through providing varieties of
trendy clothes, accessories perfumes and cosmetics. The company has large scattered market in
which they need to maintain an active approach and serve the society with new and innovative
products. This report is going to present the process of new product development understanding
customer integration. In order to carry out the process, the product requires life cycle stages and
market testing which is also going to describe into the report. At last, there will be reflection on
team working and development of presentation will also going to justify.
MAIN BODY
TASK 1
Explain the processes involved in the development of products and services and the levels of
customer integration.
Developing a new product requires an accurate path and direction which will make the
product more feasible and innovative. Acknowledging the ideas and process of new development
are based on customer perception and needs. A company thinks to create and launch product to
fulfill demands and satisfy the consumer needs to be an active seller into global market context.
A new product development takes its initial level form idea generation up to distributing into
market. The process is described below:
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Idea generation: The product will be developed with the start of first process of generating the
idea. There could be a number of Ideas come into mind of managers in to organisation. But it is
required to get the best idea which can be fit as per organisation capability and strength. The idea
must be based on current market trends limiting to organisation resources and has potential grab
the market opportunities (Aeddula, Wall, and Larsson, Chang, 2018). The Idea could be finding
out by undertaking market research, follow the perception follow the perception and feedback of
customer and undertake the ideas from employees and share holders so that an organisation will
have a choice of different options to choose the best one.
Idea screening: Under this process, The Chosen idea will go to an inspection process in which
all the ideas which are not suitable and not meeting the market requirement must be rejected.
Idea screening will help in making best use of resources and market potential. By eliminating
unnecessary ideas it will protect the organisation from getting failure and loss of investment.
Concept development and testing: It is the stage where new idea will be developed and all the
testing procedure will be done in order to check whether the product is feasible or not. The
organisation would develop the concept on which they want to launch the product and give a hit
and trial method to analyse its effectiveness.
Business analytics: After developing new idea And Get It tested from the market it is necessary
to analyse the business functionality on new product development. It raises the question of
whether the product will be profitable or a better survivor into the market. So that, the concept of
marketing mix will be use. In this process, the organisation will analyse product demand from its
actual cost and expenses and profitability ratio by identifying the competition.
Product development: When all the process pass through the stages, idea get fit and analysed
into profitability terms, organisation look forward to develop the product by creating the whole
manufacturing concept and making it launch into market in order to get consumer feedback for
the overall product response. If in case Potential consumers are not satisfied with any feature or
lookout of the product, the organisation will lead to change the process and Reform the product
in the desirable manner.
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Consistently demonstrate a justified application of subject knowledge and understanding to the
processes of product or service development.
The knowledge and understanding of process of product and service development to the
Burberry define that a new product development carries a long unexpected risk and uncertainty
into large competitive market. So that the Burberry need to have much understanding about
market research , Idea generation Idea screening and business analytics in a full and efficient
manner. As, the new product would lead to the organization at the top of their growth and even
to the decline stage. One product mistake or any e negligence into marketing concept will The
Borne by the Burberry only (Dortmans, 2020). Therefore, the process of new product
development is the most initial stage where all the decisions must be positive and in favor of
organization. Any lack of product knowledge and market criteria the Burberry will lose the
profitability as well as customer base. The concept development is the most crucial stage of
Burberry in which they finalize the product. In order to root reach at this stage, Burberry will
need to face many consequences and efforts in analyzing what is being most trending into the
market. As the company think of launching new woolen garments with trendy and smart look.
They need to come up with fashion sense and effectiveness in the supply.
Provide a well-articulated, coherent and logically presented pitch that has a fully justified
approach to decision-making throughout the development process, market launch and
distribution.
The new product development goes throughout the decision-making process, market launch and
its distribution. Therefore the approach of decision making is required to present how the
Burberry will asses these elements:
Development process: the product is woolen garments which provide a warm and comfy feel
with the essence of smart and standard look.
 It gives the customer a high fashionable script which protect from the weather as well as
and fulfill a party look there in.
 The woolen clothes will be a better option to carry a standard in Unique and smart look
apart from the coats and sweaters.
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
Market launch:
 The woolen clothes of Burberry will need to launch through social websites and
platforms.
 It will give a high reach and more customer engagement through to social media.
 The Burberry needs to launch the product five months before its delivery so that people
will make their feedback and improvement can be done.

Distribution:
 The product will be distributed through the way of social platforms as well as across all
the stores of Burberry.
 At first, the company need to develop sufficient amount of quantity of woolen clothes so
that no resources would let wasted and for the development would be as per Ordered and
customer demand.
TASK 2
Assess the life-cycle stage of the products or services in a company’s portfolio
The product life cycle have five levels which need to be achieving to the Burberry in
order to make the product life cycle effective and as per companies continuous growth process.
This product levels are the benefits, expected product basic product argument product and
potential product. The benefits of new product will attend in terms of profitability and what the
organization expected for different target markets are classified below:
Product life cycle:
It evaluates the stages and approaches through which product enables into the company.
The management will get the information about what product strategies are required and
improvements needed creating an effective product into market (Galli, and Kaviani, 2017). The
product life cycle give all the stages until the product not again the market to its full extent. The
stages of product life cycle are described below:
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Introduction stage: At the time of this stage, the product firstly launches and get into the eyes of
customers. So the level of sales will be minimum as only few of customers will take the initiative
to purchase. So that, the prophets will be inconsistent due to occurrence of heavy expenses for or
the first launch. The trench coats of Burberry had first come into this stage in the last recent
years along with footwear which are also liked by customers.
Growth stage: After the product once been launched into the market, it will take a rapid growth
as a consumer will accept and the profit will get higher. at the time of winter season so that they
need to launch the product before the season arrived. As they have already took growth in many
of products like sweatshirts, coats and jackets which become a success for Burberry
Maturity stage: At this stage the sales will be decline as many of the customer have purchase
the product already. This stage will occur early in case of Burberry as their deal in luxurious
brand so customers will not make their purchase once up to a certain time period. Therefore
Burberry main decline the sales growth due to seasonal reasons also. At this stage, Burberry
products like off season clothes like summer outfits in gowns are gone to maturity and require
some innovation to exploit the market.
Decline stage: The product will get end into the market and comes with an initial stage of its Re
development. At this stage, Burberry products like Burberry vintage, Burberry heritage, horse
ferry- print are not came to decline stage which require re-development to make them grow.
Repositioning the renovating the product:
The product of Burberry will be going through with renovation Stage So that the
company will carry on their continuous development to maintain their active position into the
market. Renovating the product leads to make some changes and new modifications so that
people will admire to make their purchase and make interest in company’s product (Geyer,
Lehnen, and Herstatt, 2018). Therefore, the more the product will be effective the more it will
reach lifespan of product. Therefore renovations lead to make amendments as per the changing
market requirement.
Management approach
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The product in introduction stage which are trench coats and footwear into the Burberry, the best
suitable management approach is scientific management approach which focus on the objective
of work for productivity and come out with effective results. As the Burberry maintains its
quality and luxury brand name, they involved scientific approach through which the quality and
quantity get balance.
At the stage of maturity, the product like seasonal clothes which are gowns and shorts are came
to this page at a certain period of time. Here the process involved is contingency approach which
needs to focus on the designing and structure of organization. The Burberry needs to make clear
emphasis on what elements affect their product I need to work more on contingency.
Evaluate which appropriate product line management choices are required for individual
products or service
The product line and service management are based on some essential aspects:
Standard vs. adaptation:
The concept of adaptation and standardization are both interrelated and are the same. It is
a way of promoting the goods import and export. Adaptation refers to make a product which will
meet the need of domestic customers and fulfill all the market requirements. Whereas
standardization and will undertaken to the product when companies requires to sell into foreign
markets. The more the standardization is cheap and effective for the organization the more it
involves government regulations also (Groth, and Seipold, 2020). Burberry good make the
products can make the product standardized and adopted for the local and foreign customers.
Adaptation require competitive pricing and promotional tactics so that no other organization
would reach to their success.
Macro factors that would affect the product management:
Pestle: The impact of macro factors would be bests certain by pestle analysis in context of
Burberry.
Political: The Burberry will face consequences in terms of political interference is in order to
launch woolen garments by using leather Essentials resources. The company needs to pay high
taxation for using leather and being a luxury is brand promoter
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Environmental: The new product development must be effective do not harm the environment
and developed by the usage of Eco Friendly resources and mechanism.
Social: The new product of Burberry must be fulfilled requirement of society and customer
demands in order to get a positive impact of market (Jung, 2020).
Technological: the Burberry will have positive impact of this factor as they have hi
technological resources and social media platforms to serve their best practices.
Legal: Burberry needs to fulfill all the rights of equality and diversity by developing a new
product and launching it into market to have positive response of customers.
Economical: the product must be sufficient to fulfill the supply and demand of economy and
maintain the money flow if not done so; it would impact of the existence of product into market.
Trend and role of innovation: under this product management, the new product must be
according to the trend into market and fulfill by some innovative and creative psychology (Lin,
and Chen, 2021). In the modern world, innovation is become a necessity in order to get one step
higher from the competitors by providing a rare and unique product which has never seen before.
Provide a coherent and justified evaluation that is supported by material synthesised from a range
of validated sources.
From the evaluation of product life cycle and the product management based on micro
environment, standardization and adaptation are the side that a product goods from many stages
into the market. It is in the hand of organization to maintain it continuous growth by giving a
new and innovative approach to the product so that it would not reach to the maturity or decline
stage too often. Therefore comma as a pestle analysis shows that a developing a new product will
lead to much micro impact in terms of taxation, environmental control and fulfilling the society
demand simultaneously (Kimita, Sakao, and Shimomura, 2018). So that, the product must be
developed in such a way that fulfill the whole of internal and external environment to reach
maximum profitability and growth of the company. Standardization and adaptation require a
competitive pricing and promotional targets so that the need for improvement will not arrived in
a frequent manner and company good enjoy a unique position into market.
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TASK 3
Design and pitch a product or service taking in to account market testing, product/service launch
and distribution.
New product development: The Burberry wants to produce new products which
include shirts and trousers mainly for winter special which give a trendy and yet
comfortable look even in winters.
The product will be better than others as it give fine woollen feels with trendy
stylish look for men and women. It will be specialised in fur and leather outlook
with light weight and easy to carry. It would be better than other competitors
product as companies not provide stylish clothes in winters and does not have
options to make them ready for party so that, the Burberry’s new product would be
reversible which could be wearable in winters as well as summers also.
The new product has decided through undertaking the analysis of market as
women want stylish clothes given in winters as much as they wear in summer but it
would not get possible due to immense cold outside so that Burberry will make
their customers demand fulfilled by launching a new product.
Situational analysis
The analysis of business situation is necessary before going to expand or diversify product range
for organisation. This situation could be in any manner whether it is and internal or external
force is which effect organisation Outlook. The SWOT analysis is helpful to know organisation
strength and weakness opportunity and threats. Burberry has a great brand reputation which
makes their customer reliable for long term which is their strength. Whereas the company has
weakness of charging high prices in to market due to which many customers would not be able
to purchase the products. the company a lot of opportunities in terms of Technology and
financial funding which would be helpful in overcoming with the threat of competition. The
porter's five forces model is also helpful in order to drive industry competition which provides
detail about buyer’s supplier competition commerce substitute and threat of entry. Burberry has
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low threat of new entrants as the company has made a strong brand reputation which other new
forms would not beat them. Also they have low chances of buyers and supplier power due to
having luxury clothing which are not easy to find to give a durable experience. The company has
moderate threat of competition into market as there are Zara and H&M and other fashion brands
who sell stylish outfits in a reasonable price range which could affect the luxury is clothing of
Burberry.
New product development for new product
The product will be get design through undertaking all the stages of product life cycle. And it is
decided to launch the woollen clothes (woollen shirts and trousers) into market now it's time to
get it done through market testing, product and services and launch and distribution.
Idea generation: in this process, the Burberry will come up with many ideas of launching the
product in perfume category fashion brand and accessory. There are a lot of Ideas involved to
provide new trench coats, oak tree perfumes, and a range of footwear. All these ideas are any
relation with customer integration by analyzing the trend into market. People are become more
addicted to trendy clothes. In relation to that, Burberry will come up with the idea of new luxury
winter woolens.
Idea screening: the Burberry will get screen with all their ideas and project the unsuitable ones.
As per the consumer perceptions, people or not more into luxury footwear rather than they want
a company and woolen clothing into their wardrobe (Chester Goduscheit, and Faullant, Cooper,
2018). As the company have good catch on all the woolen resources and investment they could
come up with more innovative and comfortable woolen garments as the customers already are in
love with their trench coat which give a warm and Stylish look.
Concept development and testing : the idea of presenting more woolen clothes with different
features and look, the Burberry will launch it into market on the social media platforms like
Twitter, Facebook so that, customer will respond it about the whole over of idea of company. As
the Burberry came up into new business unit of ready-to-wear business chief to know exact look
out and response of the product idea.
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Business analytics: the Burberry will finalize the idea of launching new woolen garments for all
the ages. So that it defines the target market and already have good marketing position and
promotional tools which will help in creating a new product.
Product development: once they get successful in making quality woolen clothes, they will get
to know sum of specific manufacturing methods by receiving customer feedback and Burberry
could take decisions upon it.
7Ps of marketing new product
Product: at this stage, product must decide which provide some value and authenticity for
fulfilling customer demands. Burberry will launch trendy as well as comfort winter clothing in
the section of shirts and trousers. These products give a value in terms of being stylish even into
winter.
Price: the price must be balance as per product value and the competitive into market. Burberry
will set a price by undertaking industry resources to give trousers and shirts within the range of $
30 to 50.
Place: the new product must be put on right place for right consumer. The Burberry will place
there trendy winter clothes mainly for women section first in United Kingdom.
Promotion: it is related with marketing and promoting the new product for reaching maximum
customers. the Burberry will promote their products through website, social media marketing and
launching campaign for customers engagement.
Process: the new product will be processed through newest Technology to give a unique design
of reversible clothing which would be available in both summer and winter.
Physical evidence: as the company has reputed brand name they provide a brand tag over there
product which shows its Unique Identity into market. The new product will be launched as
Burberry logo tag for making it unique and rare.
People: the people would be professional employees and skillful staff of Burberry who will
market the product in an effective manner and make customer retention positively.
Market launches tactics:
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 Launch giveaway before launching actual product to give a feeling of excitement among
customers. It must be prelaunch within 1 month of launching new product.
 SEO optimization is necessary over websites search to gain traffic and csuto er attention
over product arrival
 Crete digital marketing blogs and campaigns and make the customer irrresistable to share
the content which increases traffic.
 Keep in contact with potential customer to acknowledge them about new product and its
features.
Distribution tactics:
Distribution must be in three different form as per the organization product.
Intensive distribution: Burberry will make this kind of distribution in order to reach as much
as the market with the new product.
Selective distribution: the Burberry will make selections into the various location and find
the most fit place to start their product range. Burberry needs to use this distribution option in
order to provide convenient service at different location for customer convenience.
Exclusive distribution: it is mainly for Limited number of outlets through which they
maintain a brand name on particular locations.
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Market testing: The product will be launch through market testing. Burberry needs to test the
product into Market by launching it into before the actual delivery time. The market testing will
provide customers feedback and need for improvement into the product so that the company will
not take any uncertainty and unexpected losses in new product development. It is totally a new
product for Burberry. (Wahyurini, and Utomo, 2020. Therefore, the more customers will react
into new product arrival the more company would analyse its position. The market testing would
be done through social media into effective way as it is the only platform to reach a number of
people simultaneously. This product would be better than other products as usually people wants
comfort whether they wear in summer or winter. Shirts and trousers are both a part of comfort
clothing so why not launch both these for winters also.
Product launch: After getting customer response and analyse the position of new product into
market. The Burberry will need to launch woollen garments through events and campaign so that
the left audience will also get participate and the updated about the new arrival. Product launch
must be effective and leads to give return on investment. It is the only crucial time for the
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Burberry to make as much as efforts in an effective launch as it will influence on the potential
customer at a first place.
Distribution: The next stage would be the new product distribution into the market. In order to
boost sales and distribute the product at Wide level, Burberry needs to make effective offers and
innovative schemes to attract customers and give them an insight about the features and quality
of product. They need to discounted cards and schemes so that customers will try the quality and
efficiency of product and will get back their hands on Burberry is product. Delivery could be true
social platforms or Burberry stores which are scattered in many of locations. It must be maintain
the supply and demand through appropriate distribution channels by taking collaborations.
Design a creative, dynamic and detailed pitch that provides evidence of a well-planned,
developed and evaluated product or service.
Marketing testing: the woolen garments in shirts and trousers of Burberry will take an
innovative approach into dynamic market (Suh, 2019). As people usually prefer to have stylish
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as well as warm clothes in winter. But most often, organizations are unable to provide both at
bests.
Product launch: social media, promotional cannels and mouth publicity will have an effective
impact on product launch of Burberry as the company has billions of followers on social
platforms.
Distribution: Burberry has their effective distribution channels and the collaborations will also
impact in reaching to customers. Distributing the product with a wide range of offers and
discounts has evidenced to attract customer attraction.
TASK 4
Complete a reflective statement that critically reflects on team working, creative development
and presentation
As a part of my individual report presentation in which I need to analyses risk involved in
business startups during the last semester. I feel privilege to enhance my thinking and knowledge
about the organization as well as many risk elements that affect origination working. I develop
my critical thinking and innovative approach by identifying the challenges and its implications. I
feel quite frustrated and confused about various factors that require market analysis which has
affected my time management skills and requires more patience and technical knowledge to do
so. This part has made me nervous and enabling my skills for technical knowledge. Also, I need
to be patient and have good communication skills to present my thoughts in a better way so that I
could present the evaluation appropriately. So that I need to develop more on critical aspect and
require good understanding of business strategies for risk management which will enable more
innovative approach of thinking.
Address concerns and issues with recommendations for improvements.
During the report presentation, I concerned about how I will manage to complete my deadline in
a specific time period. The issues were come when I need to prepare presentations in a
professional way so that I would be able to provide understanding to audience well. In order to
improve these skills, I need to develop effective communication and presentation pills by
indulging in more of group work and take the sessions to be patient. The best way to perform this
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is to be a positive thinker and inspiration for others which is a need for an effective team
building.
Provide an insightful and independent reflection on teamwork and creative development, giving
valid and justified recommendations
Teamwork is the most required aspect as a student or as an employee in an organization.
Teamwork is another name for coordination and togetherness. Without coordination no work
will get success and done in a appropriate manner. Therefore, I myself believe in working
effectively on Team by giving the task as per team member specialization so that no one will get
into confusion. Therefore, it is recommended that I need to put more focus on building my
leadership skills to maintain and motivate the team for best performance. It will enhance the
knowledge and capabilities of all the team members as well as we will be completing the project
on time.
CONCLUSION
This report has concluded that new product development is requirement of organisation
for their continuous growth into dynamic market. A new product was with process of Idea
generation, screening, concept development and business analysis. Also the report has presented
biggest stages of product life cycle which moves from upwards to downwards in an
organisational context. Therefore, a reflective bi also provided into the report on working into
team and providing presentation.
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