Product Development and Life Cycle Analysis: Tommy Hilfiger Report

This report provides a comprehensive analysis of new product development, focusing on the stages involved and their application within Tommy Hilfiger. It details the process from idea generation, through screening, concept development, business analysis, product development, test marketing, and finally, commercialization, with a specific focus on the launch of a Woollen Sweatshirt for both men and women. The report also explores the product life cycle, including introduction, growth, maturity, and decline phases. Furthermore, it evaluates product line management choices, such as product attributes and features, which are essential for successful product launches. By examining these aspects, the report offers valuable insights into how Tommy Hilfiger approaches and manages its product development strategies to meet customer demands and maintain a competitive edge in the market.

PRODUCT SERVICE
DEVELOPMENT

Table of Contents

INTRODUCTION
In the current market scenario, there is very high demand of the customer regarding
products and services. It is very important for the corporation to make satisfy its customers. In
order to make customers happy and satisfied, firm has to increase product customisation and
deliver something new and innovative along with its services. Thus, it can be said that
organisation has to focus on the new product development so that it can achieve outstanding
outcome in the market. (Achrol and Kotler, 2014). The current assignment defines the theories
and concepts about the new product development. In addition to this, procedure in application to
the development of product and services with respect of Tommy Hilfiger has been addressed.
The various stages of the new product development and product life cycle has been also
discussed in this report with respect of Tommy Hilfiger company. With help of this research, the
detail knowledge about the new product development can acquired by individuals.
LO 1
P1 Explanation about the new product development stage and level of integration
Tommy Hilfiger is an American multinational corporation which deals with the fabric
products, designer wear, denim, cosmetic, toiletries, home furnishings etc. The main purpose of
the company is to launch the new product that is Woollen Sweatshirt for male and female
customers (Athey, Suckling and Rogers, 2012). Production manager has great responsibility in
this aspect to launch the new product in the market and keep satisfy its customers by identifying
their needs and wants. In this manner, manager have considered on the various phases of the new
product development so that they can successfully develop the new product that is Woollen
Sweatshirt for male and female. These several stages of the new product development are
discussed as follows- Idea Generation- Under this stage, new idea and creativity can generate in the mind of
product manager. The new idea can generate only while company desires to gain
maximum profitability in the business. This new idea should be developed according to
business objective, existing situation of organisation, future requirement and customer
requirement (Berthon, Pitt and Shapiro, 2012). In the context of Tommy Hilfiger
organisation, it is going to launch Woollen Sweatshirt for male and female customers.
This idea has been created due to the high demand of customer. In order to fulfil the
desires of customer and improve product customisation, production manager is focusing

on this new idea. The new idea about the new product development can be generated by
market research, feedback of customers, customer requirement, agent’s reviews etc. Idea Screening- Once the ideas have been generated in the mind of customer, then in the
next stage, manager has to screen these ideas and select some appropriate thoughts for
new product development (Bickhoff, Hollensen and Opresnik, 2014). Product manager of
Tommy Hilfiger will select some most appropriate and useful thoughts for developing the
new product that is Woollen Sweatshirt for male and female. Concept development and testing- This is extremely critical stage under the new item
development in which product supervisor will focus around the idea advancement and
testing of the thought regarding the new product development. In this stage, product
manager gives the data about the new commodity development for collect information
about of customer feedback, surveys and remark about the new item, changes can be
made by the item director in the product development. Business analysis- While product manager successfully tests the new product, then in the
next stage company has to analyse the situation of business. In the stage, manager has to
focus on the budget of new product, distribution, marketing etc (Challagalla, Murtha and
Jaworski, 2014). Tommy Hilfiger’s production manager focuses on the budget of
Woollen Sweatshirt for male and female. Product development- This is the final stage for new product development in which
manager considers on the plan to develop the new product. Marketing manager have to
design a systematic planning of the new product development and distribute the new
product. On the other hand financial planning can design by the financial department. Test marketing- Once the product is developed in effective manner then in the next stage
company will focus on the test marketing. In this phase, product manager introduce the
product in the small scale in very small market. With assistance of this stage, company
can analyse the effectiveness of new product on the basis of customers feedbacks,
reviews and comments. With help of this stage, company can make the improvement in
the new product on the basis of customer feedbacks.
 Commercialisation- In this stage, finally Tommy Hilfiger will launch the new product
that is Woollen Sweatshirt for male and female customers. In this stage, corporation have

to make the large investment in the new product and distributes the new product on a
huge scale.
P2 Application of the process in application to the development of a specific organisational
product and services
As discussed that in the new product development process there are several kinds of the
stages that helps to the organisation in developing the new product and services in the market. As
per the scenario, Tommy Hilfiger is developing planning to launch the new product that is
Woollen Sweatshirt so it is very important for the product manager to focus on the various
phases of the new product development. These all stages is very essential for produce the
Woollen Sweatshirt for women and men (Craig and Campbell, 2012). In the first stage, in the
mind of product manager will generate the idea about Woollen Sweatshirt. Due to the high
requirement of customer for Woollen Sweatshirt product manager have decided to produce
sweatshirt. Once the idea have generated in the mind of product manager of Tommy Hilfiger
then in the next stage, he/she will select some specific idea and pick most required and necessary
thoughts of new product development. In the next stage, product manager will focus on the
concept testing in which he/she will select some group of customer and identify their
requirement, suggestion, views, opinion etc regarding the Woollen Sweatshirt. After the concept
development and test activity, product manager will consider on the business analysis under
which he/she analyses the actual situation of the business enterprise, price of the Woollen
sweatshirt, competitors available in the market of this new product, expenditure incurred in the
marketing and advertisement etc (Evans, 2012). Once product manager effectively focused on
the internal environment and external environment of organisation then in the next stage,
organisation will focus on the new product development. In this stage, product manager finally
produce the New Woollen Sweatshirt for male and female candidate. In the test marketing stage,
company introduce this Woollen sweatshirt in the small segment of market for identify the
feedback, reviews and effectiveness of this new Woollen sweatshirt. With help of this test
marketing, company can easily analyse the effectiveness and weakness of Woollen sweatshirt. In
the last stage, corporation will launch the new product in the market and make effective
promotion.

M1 Implementation of product and services in the market
From this above analysis it has been analysed that there are several kinds of stages in the
new product development through which Tommy Hilfiger will successfully launch the new
product in the market (Fullerton and Merz, 2012). The product manager will focus on each stage
of the new product development and will successfully introduce the new product that is Woollen
Sweatshirt for male and female.
LO 2
P3 Description about the life cycle stages of the product and services
While any organisation introduce the new product and services in the market then it has
systematic life cycle under which product and service will suffer from various stages such as
introduction, maturity growth, decline etc (6 Factors that Affect Your Marketing Plan. 2016).
Product life cycle plays a very crucial role in marketing strategy by which product suffers from
introduction and decline stage. In the context of Tommy Hilfiger company, it is going to launch
the new product that is Woollen sweatshirt for male and female customers. Following are several
stages of the product like cycle- Introduction- In the first stage of the product life cycle, organisation will introduce the
new product and service in the market. It is the principal phase of item under which
organization present the new item in the market. This stages is essential stage which
organize is the gazing point for the item life cycle under which new item is simply
presented inside the market alongside a few components like conceptualizing, necessity
examination, preparatory and detail configuration, fabricating and so forth (Huang and
Sarigöllü, 2012). This is the significant stage that defines the starting level of any new
product and services within an organisation. The prices of the product and services is
generally high because company desires to develop its impressive image in the market
and attract the customers. With regards to the Tommy Hilfiger, organization will dispatch
the Woolen sweatshirt for the male and female clients in the market. Refered to wander
have significant target is to create the high quality of item and administrations in the
market and pull in the new clients for improve the income and productivity. In this stage,
item is created by the organization and just presented in the market for pick up client
fascination.

 Growth- In this stage cost of the product and service can reduced due to economies of
scale and revenue of the business can increase. In this stage public awareness can
increase and competition among the organisation can also increase (Leonidou, Katsikeas
and Morgan, 2013). Company is starting to increase the marketing, advertisement and
promotion of product and services in the market. Due to the high promotion and
advertisement, sales of the product and services is also significantly increase in the
market. Maturity- It is the maturity stage under which product and services can become stable in
the market. In this stage, new competitors can enter into the market and revenue of the
business is decline as compare to the previous stage (Luan and Sudhir, 2010). The cost of
the product has been decreased because volume of the product is increased. In this phase,
feature diversification and brand differentiation is emphasized to maintain.
 Decline- This is the final stage of product life cycle under which product sales has started
to decline because if the deletion of commodity from the world of market. The
profitability of business and price of the commodity can also diminish in this stage (Mish
and Scammon, 2010). The major reason for increase in the costs of the product and
services is some loss of economies of the scale
P4 Evaluation about the product line management that are required to individual product and
services
There are various kinds of the product line choices that can be used by the organisation in
order to develop an effective product and services. In the context of Tommy Hilfiger company
will use several kinds of the product line management choices which are discussed below-
Product attributes: This will include the compelling administration of the different property of
the items that will incorporate the better treatment of the diverse activities that are identified with
the item advancement (Nijssen and Frambach, 2013). It will include the successful
administration of the methodologies like aggregate quality administration and lean creation that
will help in limiting the wastage and enhance the quality standard of the item. Other than this, it
will help in keeping up the quality consistency by the firm. This will help being developed of the
Woollen Sweatshirt for male and female.
Product features: It will encourage the refereed to firm to separate between their item and the
contender's item. The unique characteristics offered by the refereed to firm to its client's will help

in enhancing the deals and have a higher gainfulness. The unoiled element will go about as the
upper hand for the organization and will help in the better productivity of the organization. Be
that as it may, the organization needs to take care of that the element that it is giving to its clients
is helpful and useful for them in an exceptionally huge way. Likewise, the component that is
been included ought to be adequately an incentive for cash to its clients.
Product design: the outlining of the different items must be adequately help in an exceptionally
successful way to draw in the clients to buy the items created in the product offering by Tommy
Hilfiger (Sadjadi, Yazdian and Shahanaghi, 2012). The compelling planning and styling of the
item will make it alluring and speaking to the client. This will prompt the better improvement of
the recognition and the client will pick the item finished its rivals.
Product support: The compelling item bolster or the client mind administrations will help in the
better treatment of the different activities that will prompt the better administration of the
different tasks in the organization. Aside from this, it will help Tommy Hilfiger to give its clients
better fulfilment level and enhance the brand faithfulness in showcase.
M2 Description about the various sources that support by material synthesised
According to the above talk it has been examined that with help of these said strategies
and phases of the new item improvement, John Lewis company can present and build up the new
item that is Woollen Sweatshirt for men and ladies. With help of these few phases like thought
age, screening, idea testing, business examination, new item improvement, test advertising,
commercialisation Tommy Hilfiger can effectively dispatch the new item in the market. It is
imperative for the creation figure out how to focus around the each stage successfully through
which he/she can gauge the execution of new item and execute the arrangement with respect to
the new item development (Shimp and Andrews, 2013). The different components that prompts
the better treatment of the product offering administrations will help in the better administration
of the distinctive activities in the organization. The successful offering of extraordinary
highlights, keeping up the quality characteristics and giving the after buy administration will help
in better treatment of the distinctive tasks at the item advancement line at Tommy Hilfiger. This
will help to be developed of better discernment and enhances the fulfilment level of the
customer's.

LO 4
P6 Critically reflects the experience within the team working, presentation and creative
development
Being an employee in Tommy Hilfiger, I have various kinds of roles and responsibilities
toward the organisation objective. I have major objective to support the company in achieving its
determined target that is related to the new product development. As company is going to launch
the new product that is Woollen Sweatshirt for male and female customers. In order to launch
this new product in the market, I have several responsibilities toward the business objective.
While I carried out various activities and task for accomplishment of the target related to new
product development, I have improved my knowledge, skill, ability, personality and
professionalism. I have worked within team of several members and they all have worked me
for achieve the target. In the team working, we have prepared a systematic presentation regarding
various stages of the new product development and its associated approaches. In order to prepare
this presentation, I gave my best contribution and conducted team meeting with my members.
Through this presentation and working with other team members, I have successfully improved
my collaborative skill and presentation skill. With the help of this task, I have successfully
improved my communication and interaction skill because I have interacted with many other co-
workers and leader in this duration. In order to accomplish determined target, I have used my
creative and innovative skill so that new product can be developed in more excellent manner.
Thus, I can say that I have successfully improved my innovative skill, creative thoughts and idea
about the new product development. However, I have also found that I have some weaknesses in
my personality which I required to improve. As I have observed that I have weak decision
making skill through which I will unable to take the quick decision about the business activities
and functions. Further I have also analysed that I have lack of technical skill through which I will
unable to accomplish work of business with help of computer and other equipments. I required
improving these weaknesses in my personality through which I can perform more excellent
manner.

M4 Description about the issue and concern with recommendations for improvement
In the Tommy Hilfiger company I have worked under the team for develop the new
product that is Woollen Sweatshirt for male and female customers. In the team I have analysed
that I have improved several skills and ability to work with others like communication skill,
interaction skill, analytical skill, presentation skill etc. However I have also found that I have
weak decision making skill as well as technical skill through which my personality and
professionalism has negatively influenced. In order to improve my technical skill I will attend
training and development class and workshop. With help of technical workshop and training I
will able to learn several methods and criteria to operate computer and other technical equipment
within an organisation. With help of computer and other technical equipment I can able to
improve business operation ad transaction. On the other hand in order to improve the decision
making skill I will attend personality development workshop and class through which I will learn
various knowledge and skill of effective personality. Furthermore, I required to self assessment
and self practices for improve my decision making skill. Moreover, I will conduct group
discussion and team meeting so as I can gather many views and information which will help me
in taking the best decision about the subject.
CONCLUSION
In this whole report it has been reasoned that Tommy Hilfiger organization will dispatch
new item that is Woollen Sweatshirt for male and female clients. Item supervisor of Tommy
Hilfiger will focus around the different phases of the new item advancement, for example,
thought age, thought screening, idea improvement, business investigation, item advancement,
test advertising, commercialisation and so forth. With help of these all phases of the new item
advancement organization can without much of a stretch present the new item in the market and
pull in the new clients. It has been also concluded that Production manager has great
responsibility in this aspect to launch the new product in the market and keep satisfy its
customers by identifying their needs and wants. In order to fulfil the desires of customer and
improve product customisation, production manager is focusing on this new idea. The new idea
about the new product development can be generated by market research, feedback of customers,
customer requirement, agent’s reviews etc.

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