Creating and implementing a process for collaboration for conceptualizing new products in Philkraft

• Main Author: Rodill, Larissa Tanya
• Format: text
• Language: English
• Published: Animo Repository 2016
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5264
• Institution: De La Salle University

The lack of collaboration between the Product Research and Development Department and Marketing Services Department of the LIFE Sales Division in Philkraft Wellness Corporation resulted in the difficulty of conceptualizing new products. This has led to the irregular frequency of product launches that ultimately affects the competitive position of the company in the direct selling industry. The intervention that this action research paper focused on is the creation and implementation of a process of collaboration in conceptualizing new products in Philkraft. As the action researcher, I used the 5 Whys to determine the root cause of the issue. I and my colleague used the action research cycle of constructing, planning action, taking action, and evaluating in two cycles. The Concept Development Framework was used as a guide in identifying the different activities to establish the collaborative process. During the planning stage of this action research project, the tasks of each department and personnel were set and a process flow was developed to be conducted during the entire cycle. Cycle 1 (June 2014 to October 2014) is focused on the conceptualization of personal care products. Cycle 2 (February 2015 to September 2015) is an improvement of Cycle 1 by hiring a consultants who is an expert marketing and another one with a wide knowledge in the food supplement industry; Cycle 2 is also focused on the conceptualization of food supplement products. Prior to the action research project, Product Research and Development Department developed four personal care products that did not do well in the market and one food supplement product. The action research Cycles 1 and 2 that established the collaborative process resulted in the development of three personal care products that are selling well and conceptualization and future development of three food supplement products.