Product life cycle

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Product life cycle

  1. 1. MARKETING MIX Prerak Khidbide Patil Ashutosh 4Ps Pankaj Kalambe Priyanka Kadam
  2. 2. PRODUCT LIFE CYCLE
  3. 3. PLC CURVE
  4. 4. A. PRODUCT INTRODUCTION STAGE  GROWTH STAGE  MATURITY STAGE  DECLINE STAGE  TURN AROUND  B. Celebrity
  5. 5. INTRODUCTION STAGE GIVES YOU WIIIIIIINGS
  6. 6. DIFFERENTIATING FACTOR
  7. 7. Create Uncontested market space Make competition irrelevant Create a demand Break value-cost trade off
  8. 8. PROMOTION STRATEGIES  Rapid penetration  Ubiquitous presence.  One on one communication. Humorous advertising video1 video2  Video games 
  9. 9. PROMOTION STRATEGIES  Association with sport teams  Association with sporting events Celebrity sportspersons as Brand ambassadors. Felix Baumgartner. video3 
  10. 10. MARKETING MYOPIA ENERGY DRINK MARKET SHARE RED BULL 5.2BN CANS SOLD
  11. 11. Growth Stage Increased consumer awareness  Sales rise  Revenues increase  Profit increases  Monitor market – competitors reaction? 
  12. 12. Corporate Profile  One of the leading mobile companies in the World today  2nd largest selling Brand in India and 12th largest mobile brand in the World.  Micromax has been able to differentiate itself from the competitors through innovation and design.  The company has focused their efforts towards creating lifeenhancing mobile phone solutions.  Micromax aims to be a billion dollar company with a significant double digit market share by 2014 (current market share is 8%).
  13. 13. Journey of a homegrown brand  Micromax started as an IT software company in the year 2000 working on embedded platforms.  By 2008, it entered mobile handset business and by 2010 became the largest Indian domestic mobile handsets company.  This transformation was steered by four friends who divided responsibilities on functional lines, which haven‟t changed since.  Through its emphasis on adapting to the changing market dynamics, introducing feature-rich phones and smartphones that are innovative and unique, Micromax has today become a brand to reckon with.
  14. 14. Meet The Founders
  15. 15. Micromax Today “Our Strategy focuses on innovating, designing and using the latest technologies to develop products at affordable prices”     Today, Micromax has presence across India and global. Micromax sells around 1.3 million mobiles handsets every month, with a presence in more than 500 districts through 100,000 retail outlets in India. MicromaxMicromax Qube TV Commercial.mp4 MicromaxMicromax Ninja 3.5 and Ninja 4.0 TV Ads.mp4
  16. 16. What made Micromax a Success? Long Battery life  Dual Sim  Continuous innovation  Connect to the Youth  Value for Money 
  17. 17. Maturity Stage       Widespread acceptance in the market Enough supply from competitors Reduction in sales growth More Price competition Intensifying distribution and promotional efforts Profits go down
  18. 18. Samsung- Galaxy Grand As Big as Your Ambition  Launched in Jan 2013  Features  5-inch (12.7cm) Capacitive Touch  Multi Window for Multi-tasking  Android v4.1 (Jelly Bean) OS  Dual Sim  Competition from Micromax and Karbonn 
  19. 19. Samsung- Galaxy Grand Strategies of Samsung  Price reduction Price (in Rs) 22,000 21,000 20,000 19,000 18,000 17,000 21,500 20,500 19,500 18,500 Jan April June Aug Price (in Rs)
  20. 20. Samsung- Galaxy Grand  Payment Options 1. EMI scheme with 0% interest and 0% processing charges 2. 15% Cash back  Advertisement 1. Print 2. Digital media 3. Mobile phone retailers 4. TV SamsungOWN NOW @ 0% EMI & 15% Cashback.flv
  21. 21. Samsung- Galaxy Grand Offering freebies like flip covers, data plans, online storage options  Wide Distribution Network  Launch of Grand Quattro in May 2013 
  22. 22. DECLINE STAGE ◦ ◦ ◦ ◦ ◦ ◦ Downward drift and profit erode Fashions change Technology changes Sales decline Cost of supporting starts to rise too far Decision to withdraw may be dependent on availability of new products and whether fashions/trends will come around again?
  23. 23. IPOD SHUFFLE
  24. 24. Apple‟s entry into the low-end digital music players. White stick of gum Internal hard drive and flash memory Features  Goes anywhere and with anything  Hundreds of songs to go  Give songs a voice etc. 
  25. 25. Decline stage of iPod shuffle Brand cannibalisation  Decline sales  Reduce in profit  Strategies Implemented  Reduce in Price  Marketing objective  Distribution  Advertising
  26. 26. Coca Cola- An Overview FIRST GLOBAL BRAND  Forbes Lists  #79 Global 2000  #182 in Sales  #49 in Profit  #285 in Assets  #26 in Market value  #3 World’s Most Powerful Brand 
  27. 27.  ONLY Product in the Market in 1880  Invented a NEW Category & the Brand Name became the product itself  For the next century it retained its “ORIGINAL” status in various advertising campaigns
  28. 28.  „Sublimated essence of all America stands for a decent thing, honestly made, universally distributed, and conscientiously improved with the years.‟ -William Allen White, Pulitzer Prize winning editor, Kansas Newspaper, 1935
  29. 29.  In 1942, magazine adverts appeared across the United States declaring: „The only thing like Coca-Cola is Coca-Cola itself.‟  „Welcome back to earth, home of Coca-Cola.‟ -Coca Cola while greeting Apollo astronauts
  30. 30. Houston, we have a problem!!! Soft drinks share decreased from 60% to less than 24% in 1983  Market Capitalization dropped by 500M$   Largely due to its rival brand Pepsi
  31. 31. NEED TO TAKE RISK....  Pepsi challenged Coke‟s Supremacy OPENLY  Coke came down to the Product itself “New Coke” launched based on 200,000 taste tests  Original Coke scrapped 
  32. 32. BIGGEST MARKETING BLUNDER 40,000 letters with continuous phone calls demanded Old Coke back again  Market Share fell to as low as 1.4%  Pepsi declared itself the Victor of the Cola wars 
  33. 33. We Have Heard You!!  Within 72 days of its launch they started supplying the original Coke again labelled “Coca-Cola Classic” Returned to Numero Uno spot within months  COKEvideosFunny Indian Coca Cola Commercials Aamir Khan.flv 

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