Unilever Crystal Handwash: Product and Service Development Strategies

This report provides an in-depth analysis of product and service development, focusing on Unilever's Crystal Handwash as a case study. It explains the various processes involved in developing new products and services, including idea generation, screening, concept analysis, product development, market testing, commercialization, and launch. The report applies these processes to the specific example of Crystal Handwash, highlighting Unilever's strategies for innovation and market adaptation. Furthermore, it assesses the product's lifecycle stage, evaluating the need for innovation, adaptation, or renovation. The report also touches upon market testing, product launch strategies, and distribution channels, emphasizing the importance of a well-articulated and logically presented pitch for successful product development and market entry. It also reflects upon team working, creative development and presentation.

PRODUCT SERVICE AND DEVELOPMENT
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Contents
Introduction......................................................................................................................................3
LO1 Explain and demonstrate processes involved in new product or service development...........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 organisational
product or service.........................................................................................................................7
M1 Consistently demonstrate a justified application of subject knowledge and understanding
to the processes of product or service development....................................................................8
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...................................................................................................................................9
LO2 Assess the life-cycle stage of the products or services in a company’s portfolio and evaluate
whether innovation, adaptation or renovation are needed for the individual products or services.
.......................................................................................................................................................10
P3 Assess the life-cycle stage of the products or services in a company’s portfolio.................10
P4 Evaluate which appropriate product line management choices are required for individual
products or services....................................................................................................................13
M2 Provide a coherent and justified evaluation that is supported by material synthesised from
a range of validated sources.......................................................................................................14
LO3 Design and pitch a new/renovated product or service P5, M3..............................................15
P5 Design and pitch a product or service taking in to account market testing, product/service
launch, and distribution..............................................................................................................17
M3 Design a creative, dynamic and detailed pitch that provides evidence of a well planned,
developed and evaluated product or service..............................................................................21
LO4 Demonstrate an ability to critically reflect on the skills of team working, creative
development and presentation.......................................................................................................24
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P6 Complete a reflective statement that critically reflects on team working, creative
development and presentation....................................................................................................24
M4 Address concerns and issues with recommendations for improvements............................26
D2 Provide an insightful and independent reflection on teamwork and creative development,
giving valid and justified recommendations..............................................................................27
Conclusion.....................................................................................................................................28
References......................................................................................................................................29
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Introduction
The product, as well as services which the company produces, are very much helpful for the
company to carry out the business in an accurate manner. It is considered that each and every
company is very much willing to survive as well as sustain in the market area for the long period
of time. Sustaining in the market area will require having different sort of strategies. It is very
much important for the company to do invention as well as innovation where it has to be
implemented. Unilever is a transnational products and services provider company. In this report,
different sort of process will be explained which is involved in the development of the goods and
services. This report will also help the reader in understanding about the lifecycle stages of
crystal handwash product.
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LO1 Explain and demonstrate processes involved in a new product or service development
Introduction
This task will help in knowing about the process which is basically involved in the process of
development of the products and services which is involved in the level of the customer
integration. This task will help in knowing about the process for the development.
P1 Explain the processes involved in the development of products and services and the
levels of customer integration.
It is considered that the product development is that approach in which the companies like
Unilever attempt to develop the product which it produces for the customers. It is considered that
it is a better option for the company to attract various sorts of customers towards it (Frishammar,
et. al., 2015). It is essential for the company to provide good products as well as services as to
have proper development. The new or innovated products have to pass through the different
stages such as:
Source: (By author)
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Genera
ting the
idea
Screenin
g the
idea
Develop
ment
Analysin
g of
concept
Testing
Commer
cializati
on
Launch

1. Generating the idea
The main step of product development is to generate ideas. At the time of innovating crystal
handwash , the idea is being come up with Unilever to create a product of crystal handwash
innovation of Crystel soap. It focused on promoting the hygiene and germs free life especially
for the children. The thought is extremely essential for an association to grow with the goal that
it can have the capacity to actualize those thoughts in all certainty (Wiesner, et. al., 2015).
Thusly, the organisation brought the plan to build up an essential which helps in precautions
from contaminations and illness caused by germs as well as analogous creatures.
2. Screening the idea
There is committee of screening available with the company, these committee help in carrying
out the idea forward. The before selecting as well as rejecting the idea these committee ask or
they consider various sort of questions such as is it necessary for the company, will it be
beneficial for the company to gain profit.
3. Analysing of concept
This is the stage which is being carried out after screening of the idea by the committee. It is
being tested that the product is liked by the customers or not. Will this product attract the
customers? These sort of questions are analysed. At the period of getting affirmed from the
board, the product like crystal gets exchanged for the promoting as well as the specialized phase
of advancement. This is exceptionally important for Unilever to stay away from the issues which
can occur at this time. This will likewise give direction to administration with respect to cost as
well as spending plan for whole creation till influencing to reach the clients.
4. Product Development
After the crystal handwash got approved by the group, and then it is passed to the development
team so that the required model of the product can be created and carried further (Kindström and
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Kowalkowski, 2014). It likewise incorporates the subtle elements of the market regarding the
negative or positive circumstance.
5. Market Testing
This is the stage where the distributed products of the company will be tried at market area. The
items will be influenced used by clients where Unilever will get criticism as well audits with
respect to crystal handwash (Lusch and Nambisan, 2015).
6. Commercialization
This is the process in which implementation of a whole marketing plan is being involved as well
as the full product is also carried out in it. Launching process of the product is get started,
advertisement of the product is being created, mainly the critical path is being analysed in this
stage of development of the product.
7. Launch
Propelling is last procedure which introduces the item to their buyers. After carrying out the
product from various stages as well by confronting different sort of issues the organization will
makespan of created products.
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P2 Apply these processes in the application to the development of a specific organisational
product or service.
As innovation gets propelled things and selections of individuals additionally change. Toward
the starting, the crystal was profited just as an antiseptic yet no one can get a range of things in
this specific classification (Verzuh, 2015). Because of high rivalry organisation adjust the market
changes and do developments and innovations.
 The generation of the idea of the product will is done by the Unilever company. It will mainly
use various sort of strategies as well as a plan so that new product can be generated properly. The
company is planning to create the Crystel hand wash. The main aim to create a new product like
this is to sustain in the market area by attracting a number of customers towards the company
(Nagamachi and Lokman, 2015).
 The way toward screening of Crystel handwash turns out with reason as well as a prerequisite of
that item into the present market which is essential to know before building up the Crystel
handwash.
 After the above process carried out by the company it will proc to the next step which is
analysing of the concept, in this, the company will use various sort of strategies as well it will
also decide the features of the product. In this stage, the company also set its target market
(Fuller, 2016).
 A market test will be improved the situation the made thing in the showcase with the assistance
of benefiting few examples to market and influencing them to use by specialists and general
individuals. On the off chance that positive input comes at that point organization will move
further if not then new systems and changes will be executed (Lee, et. al., 2014).
 After the company completes the market test it will carry out the promotional ideas, techniques
through which its product Crystel handwash could carry out in the market in a attract way.
 At last the product will finally get launched in the market.

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M1 Consistently demonstrate a justified application of subject knowledge and
understanding to the processes of product or service development.
Stage of product development is required to be carried out in an effective manner so that the
company can easily take the shares in the market. If the customers get new and developed
products by the company then it will also help in retaining them. The development process has 7
phases through which the idea is generated into a good product and is provided to the customers
in the market area. Improvement of products is a progression of various advances which
incorporates outlining, creating conceptualization as well as showcasing of new rebranded or
made products like Crystel handwash.The way toward building up items helps in showing
appealing substances and administrations at the market area which is extremely useful in
satisfying client's needs and necessities also (Vezzoli, et. al., 2017). It is likewise useful in
keeping up generosity of business into the objective market in an all-around carried on way. An
improvement procedure encourages business to ensure frame every single sort of loses and
negative impressions also. Improvement of items and administrations encourages the business to
achieve their objectives also targets in the correct time allotment. Unilever planned to carry out
the handwash in market which is anitbecrial by considering the environment, as nowadays
people are getting ill due to various sort of infection. This idea of generating the product like this
will help the company to attract a number of customers towards it.
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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.
The basic leadership approach of an improved procedure is particularly required for showing the
quality item before the customers. The fundamental target of improvement of an item is to
developing, keeping up and expanding the market value of the relationship by fulfilling the
requests of the purchasers (Gmelin and Seuring, 2014). For showcase send out, the different
procedure gets utilized as a part of, which helps in maintaining a strategic distance from all the
suspicion of the items so the odds of misfortunes can have no spot. This procedure gets finished
with the assistance of wholesalers, retailers and so on. The company will use the pitch which will
be fewer minutes. The product will be explained to the committee as well as to the customers so
that they can understand the effectiveness of the products. Afterward, the company will analyse
the other companies which can also develop the product like them. The proper analysis of the
production department has to be done so that the monitoring can be carried out with the help of
which the product development can be analysed properly.
Conclusion
From the above task, the process which is involved in the development of the product and
service are explained. This has helped in knowing about the process which is included in the
product development plan.
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LO2 Assess the life-cycle stage of the products or services in a company’s portfolio and
evaluate whether innovation, adaptation or renovation are needed for the individual
products or services.
Introduction
This task will help in knowing about the life cycle stages which the product, as well as services
of the company, carries out. This will assist in understanding the life cycle stage of crystal
handwash. This task will help in knowing about the accurate product line management which is
needed for the product and services.
P3 Assess the life-cycle stage of the products or services in a company’s portfolio.
The product life cycle is considered as one of the time periods at which the innovated product
has to be carried out and developed, the product has to be bought at the market area and then
finally it is removed from the market area (Gmelin and Seuring, 2014). This is used by the
company as to decide when the marketing of the product has to be done, the period of marketing,
price reduction, the creation of a package of product, etc. The products can sustain in the market
for the long run and at some stages, the product gets decline by the end users of it. It is
considered that the life cycle is divided into four stages which is introduction stage, growth
stage, maturity stage, decline stage.
Source: changing minds (2018)
Introduction stage
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It is the first stage of the product lifecycle; it is considered that after developing the product by
the company it has to be introduced by them to the market area which is suitable for the
company. For increasing the demand for the product the company carries out proper investment
related to the awareness of the customers as well to promote the product by the company. In this
stage, the company gets low profit as well the company will have fewer numbers of competitors
in the marketplace. Unilever will do proper marketing at the first stage at a high level so that it
can attract a number of customers towards the product Crystel handwash. As the soap of Crystel
got good market image according to that the company should also do more efforts to make
understand about the usefulness of the Crystel hand was to the customers so that they can get
attracted towards it. At this stage, Crystel handwash will get a slow increase.
Growth stage
This is the stage where the demand for Crystel handwash gets an increase which will help in
increase in the sales of the company. At this stage, the production cost of the product will get
decreased and the profit of the product which company will get will increase. The product will
get known in a wide area at this stage and the number of competitor gets increased. The
competitors will also provide the product in the same range but Unilever has to maintain its
image in the market area (Gmelin and Seuring, 2014). The company has to increase the spending
more for the promotional activities so that it can maintain the market image. At this stage Crystel
handwash will get increment in sales at the marketplace, at this stage, Unilever has to do more
efforts and increase the amount for the promotional activities so that it can attract more
customers.
Maturity stages
In this stage of the life cycle of products, it is basically known by a major number of the
customers. In this stage, the competitors of the company get increased to a high level as well the
company will try to sustain in the market area at any cost. The company will do whatever it can
do to stay in the marketplace. When the product reaches the maturity level the company should
take care of all the things which will be helpful for them to sustain. Unilever will do various
things such as decrease the price of Crystel handwash, etc. so that customers would not switch to
the competitors.
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