Scenario $12\mathrm{.}1.$

During the $2007-2009$ recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Unilever decided release a cheaper, more basic version of its Seventh Generation laundry detergent. This lower$-$priced product lacked some of the fragrance options its more expensive counterpart, but Unilever thought it would be good for cash$-$strapped consumers. Unilever tried the product in $100$ stores in the South for about a year. The product failed to take off, and it was discontinued.

Refer to Scenario $12\mathrm{.}1.$ What stage of the product development process was Unilever in when it decided to discontinue the lower$-$priced detergent?

Product development

Business analysis

Concept testing

Test marketing