Unilever's Product and Service Development: A Detailed Report

This report provides a comprehensive analysis of Unilever's product and service development processes, focusing on key stages from idea generation to commercialization. It details the processes involved in developing new products and services, emphasizing the importance of customer integration. The report assesses the product lifecycle stages of Unilever's portfolio, evaluating the need for innovation, adaptation, or renovation for individual products. It also examines the design and pitching of new products, including market testing, product launch, and distribution strategies, using Dove Shower Gel as a case study. Furthermore, the report includes a reflective statement on team working, creative development, and presentation skills, offering recommendations for improvements. The analysis highlights Unilever's strategies for maintaining competitiveness and achieving profitability through effective product and service development.

Unit 22: Product and Service
Development
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Table of Contents
Introduction.........................................................................................................................4
LO1 Explain and demonstrate processes involved in new product and service development.......5
P1 Explain the processes involved in the development of products and services and the levels
of customer integration......................................................................................................5
P2 Apply these processes in the application to the development of a specific organisational
product or service.............................................................................................................7
M1 Consistently demonstrates a justified application of subject knowledge and understanding
to the processes of product or service development..............................................................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 and 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.........................................................................................................12
M2 Provide a coherent and justified evaluation that is supported by material synthesised from
a range of validated sources.............................................................................................13
LO3 Design and pitch a new/ renovated product and service..................................................14
P5 Design and pitch a product or service taking in to account market testing, product/service
launch, and distribution...................................................................................................14
M3 Design a creative, dynamic and detailed pitch that provides evidence of a well-planned,
developed and evaluated product or service......................................................................14
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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.....................................................................................................................27
LO4 Demonstrate an ability to critically reflect on the skills of team working, creative
development and presentation..............................................................................................28
P6 Complete a reflective statement that critically reflects on a team working, creative
development and presentation..........................................................................................28
M4 Address concerns and issues with recommendations for improvements.........................30
D2 Provide an insightful and independent reflection on teamwork and creative development,
giving valid and justified recommendations......................................................................31
Conclusion.........................................................................................................................32
References.........................................................................................................................33
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Introduction
The business organisation produces as well as manufacture product, item and substance for the
sale whereas, services are offered to compete with their competitors in the large marketplace. In
today’s large competitive market it becomes highly important for the company to give core
attention towards their products and services. To satisfy needs of customers every company
provides high-quality goods and services. There are so many processes which have been
followed by the business organisation while creating any product in the marketplace. The major
objective of the company is to develop new products in order to fulfill customer’s needs and
requirements.
This project report is based on Unilever organisation which is based in London, United
Kingdom. This organisation offers a large range of products and services to its domestic as well
as foreign customers to enhance their satisfaction level. The statistics revealed that over 400
brands products have been a sale by Unilever every year through which company generates
around 50 billion euros in the year 2016. There are various steps and process involved in the new
product and services which improved services of Unilever. In this reports, different stages of
product life cycle have been explained. Also, the several processes of a product like a product
launch, market testing, and distribution has been discussed in this report. In the end, reflection
has been developed of the team working, development and creative presentation.
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LO1 Explain and demonstrate processes involved in new product and service development.
Introduction
The section of the report highlights the process that is involved in the development of products
and services and also the levels that are involved in the integration of the customers’ needs and
wants. In addition, the section highlights on the application of the process in an effective manner
so that the development of the products and services can be achieved.
P1 Explain the processes involved in the development of products and services and the
levels of customer integration.
To ensure customer integration it is essential that an effective process is developed so that all the
activities are managed and coordinated in a smooth manner. Development of an effective process
provides a suitable parameter for the process of the production of the products and services
(Jugend & Silva, 2012). In the context of the Unilever that deals with the products related to
nutrition, hygiene, and products of personal care can adopt the following process in the
development of the products and services that can further support in the integration of the needs
and wants of the varied customers:
For maintaining its position company have to give focus on its product and service development
process because if company provide negative experience to its customers then they like to avoid
that services. It is necessary for the company to offer high-quality services to customers for
making their experience good (Yeager and Nafukho, 2012).
Unilever develops their goods and services by considering the level of customer integration. The
company develops Dove Shower gel shower gel so it is essential for the company to share
information and details regarding the products with customers. By producing products and
services under customer integration Unilever can provide high satisfaction to customers. There
are several steps that are followed by the company in the development process which are as
under:
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(Figure 1: Steps involved in product development)
(Source: An organised new product development process, 2015)
Step 1: Generation of the idea: The first and the foremost step involves the generation of idea
regarding the choice of product that is required to be developed. For the purpose, the concerned
company is required to make a proper and adequate research and ensure that all the activities that
can provide opportunities and threats to the concerned company must be properly evaluated
(Patil, et. al., 2012).
Step 2: Screening of ideas: The second step involves the identification of the factors that
support in gaining the valuable points. In addition, the steps support in ensuring that the
company identifies its strengths in the best possible manner so that all the weakness and threats
can be overcome. Unilever must be making a proper evaluation of the factors that is flexibility,
affordability etc. to gain valuable points for an effective process of development (Hsu, 2013).
Step 3: Adequate concept development and testing: This step involves that the Unilever must
after a screening of the ideas make a proper blueprint of the activities that are to be followed so
that there is no hindrance in the further activities of the development process. This will support
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the company in getting a detailed description of all the activities such that it will ensure that there
is no overlapping of the activities and also ensures that there is no wastage of the resources
(Lusch & Nambisan, 2015).
Step 4: Analysis of strategy and development: After the concerned business has analysed the
product to be developed. The next step involves the formulation of various strategies that are
required to be adopted and implemented so as to gain better profitability and growth. Also, the
step will ensure that various strategies can be evaluated so that an effective strategy can be
adopted that can provide maximum benefits.
Step 5: Development of product: After adopting suitable strategy Unilever is required to
convert the idea into an actual product. Apart, the concerned company is required to test all the
strategy as adopted at the previous stage in the current stage so as to ensure that the activities of
the product development are being effectively carried on.
Step 6: Testing the marketing effect: The concerned step is a crucial step that involves testing
the product from the selected customer and gaining their feedback so as to make suitable changes
in the product if required before introducing the product into the market (Hsu, 2013).
Step 7: Commercialisation: The last step involves the launching of the product that further
involves making an appropriate decision regarding how the product and in what manner the
product is required to be brought into the knowledge of the product. In this step, newly products
are manufactured as well as distributed by the Unilever for achieving high-profit margin.
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P2 Apply these processes in the application to the development of a specific organisational
product or service.
Unilever is a basically a consumer goods company in the United Kingdom which offer a wide
range of products and services to customers. Its products are cleaning agents, beverages, and
personal care goods. In today's competitive business environment Unilever wants to develop its
new products namely Dove Shower gel shower gel for its customers. For developing this
products company has to follow product and services development process which helps in
achieving high profitability and sales.
The process related to the development of the product is required to be adopted and implemented
in an effective manner in order to achieve success in relation to the activities of the concerned
company (Amue & Adiele, 2012). In the context of the Unilever, the team of the concerned
company firstly generate the idea of introducing a product that can satisfy the customer needs
and wants in propriety to the other competitive brands. For the purpose, the company tends to
identify the idea of a product name, Dove Shower gel.
After the generation of the idea, the team of the concerned company focused on the factors and
aspects that can support in building up the level of strengths and identifying the weakness and
threats that can generate. The step will support the company in managing the weakness and
threats and thereby get the proper application of the process. Further, the team is required to
concentrate on the step by step activities that are required to be taken so as to avoid any
hindrance and barriers (Lesáková, 2012).
Apart, the team of the Unilever at the latter level is required to formulate various strategies for
the development of the product “Dove Shower gel” so that proper evaluation can be made of
different strategies such that an appropriate strategy can be selected that can provide maximum
benefits. Further, when the team has made effective strategy the next step involves the
development of the product in the tangible form. This will require proper and appropriate
working so that the product can be effectively developed (Lusch & Nambisan, 2015).
After all these steps Unilever will try to the test the suitability of the product from a certain set of
the customers and tries to get their feedback before the launch of the product in the market. In
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the concerned step the company tries to find the changes if any that is required and if the team of
the company becomes satisfied with the feedback then it launches the product in the market. The
entire process of the development of the product supports in the proper and smooth functioning
of the operations of the concerned company.
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M1 Consistently demonstrates a justified application of subject knowledge and
understanding to the processes of product or service development.
The process of development of a product is very vital and crucial as it supports the management
and the authorities of the concerned company in making an effective decision with regards to the
product (Amue & Adiele, 2012). The process supports the company in making a proper decision
with regards to the steps to be taken in the entire process, the strategies that can be used to
develop a product in an effective manner the authorities of the concerned company. Further, the
process supports the management and authorities in gaining a proper and adequate understanding
with all the opportunities that can be gained and also all the threats that can be faced while
carrying the operation with regards to the development of the product (Jugend & Silva, 2012).
Unilever company follow well-structured product and service development process for
developing its new product Dive Shower Gel. It involves five steps like idea generation,
screening, idea evaluation, development, and commercialisation. By following all these step
companies can develop Dove Shower gel shower gel effectively (Mahmutllari, 2014).
In addition, the development of the product involves many steps and procedures that support in
developing a product that can satisfy the needs and wants of the customer. Also, the concerned
company in availing the benefits of managing the changes at every step without disturbing the
overall operations. The company if carries the processes of development in an efficient manner it
can generate well position in the market and thereby will support in the easy and early
achievement of the goals and objectives (Hsu, 2013).
Conclusion
The section of the report concludes that the development of the product requires an effective
process so that the product developed can satisfy the needs and wants of the customer that can
further lead to the easy achievement of the goals and objectives of the company. In addition, the
section concludes that the process will support the team of the company in getting the valuable
points.
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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 and services.
Introduction
The section of the report highlights the stages in relation to the life of the product. The section
also deals with the aspects related to the innovation, adaptation, and renovation that are required
to be considered by the company for effective operations and success.
P3 Assess the life-cycle stage of the products or services in a company’s portfolio.
A product gets through various stages that are required to be understood by the companies in an
effective manner so as to ensure that the smooth operations and working. In brief of Unilever,
product lifecycle supports the company in getting the knowledge in relation to the phases
through which the product will move in the marketplace. The product life cycle in case of Dove
Shower gel can is the stage of introduction, stage of growth, stage of maturity and stage of
decline that can be a useful aspect in the concept of marketing (Bhambri, 2015).
Introduction stage
The first stage in the product life cycle involves the knowledge and the skills of the personnel
who are in charge of introducing the product in the market. Apart, the team is required to make
an effective process of research so as to gain valuable facts that can have a great impact on the
sales of the new product which is Dove Shower Gel. After conducting a proper research and
gaining valuable aspects the product is required to be launch in the market so that the product
can be in the reach of a greater section of the customers. It is a most expensive step for the
Unilever company in which it required huge capital for introducing its new product Dove
Shower Gel in the large marketplace (Khan & Billah, 2013).
Growth stage
The next step in the stages of product life cycle is the stage of growth. Under this stage, the
product is operating in the market and the consumer is becoming habitual with regards to the use
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of the product. The stage depicts that the customers are satisfied with regards to the terms and
conditions of the product. This represents that the sale of the product is increasing at a fast rate.
This further supports the concerned company in facing the competition and thereby generating a
good position in the market (Patil, et. al., 2012). In this step, Unilever spends big amount of
money on promotion of its new Dove Shower gel so that a large number of people get attracted
towards it.
Maturity stage
In the concerned stage, the product cost is decreased due to the increased demand for the
product. The stage is very crucial for the business operations as many new players tend to enter
the market (Bhambri, 2015). Apart, the stage requires that the team involved in the introduction
of the product in the market makes proper and appropriate efforts on bringing advancements and
up gradation of the products so that the concerned company can maintain its position and share
in the market in an effective manner.
Decline stage
The last and the final stage in the stage of life cycle of the product is the stage of decline. The
main focus on this stage is on the factor of the price that is to be managed in an appropriate
manner as the level of sales falls in this phase (Khan & Billah, 2013). Apart, in the concerned
stage earning of profit becomes a challenging factor for the companies the sales level is declined
and the customer tends to lose interest in the product.
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