A brand is more than just a name, catchy tagline and logodesign.Presented By,Reba JainMathewS2 MBAMACFASTCollege,Tiruvalla,
The Product Market strategies that helps them to stay for such long timein the market!
PRODUCT LIFE CYCLE (PLC)The product life cycle is an important concept in marketing. Itdescribes the stages a product goes...
The main stages of the product life cycle are: Introduction Stageo Product launched into the market.o Sales grow slowly.o...
 Maturity Stageo Sales increase slowly and reach the highest sales figures.o Competition is at the maximum level as many ...
Product ExtensionStrategy Extension stageo Introduce new variations of the original producto Try to sell the product in d...
Reasoning their long-term survival…
Chandrika is a heritage brand. The brand came into existence in1940. This hand made ayurvedic soap owes its existence to t...
MARKETINGSTRATEGYThe brand‟s marketing strategies include;A. Positioned as a traditional ayurvedic soap gifted by natureB....
D. To attract new users especially the new generation.Chandrika took the two qualities : Natural and Exotic asits core bra...
Bajaj Auto is a major Indian automobile manufacturer started by aRajasthani merchant. It is based in Pune, Maharashtra. Ba...
MARKETINGSTRATEGYIn every managers life, there comes a moment of truth. A handfulemerge from the experience as leaders. Ra...
D. Strong Industry RelationshipsBajaj Autos relationship with Kawasaki, their long-standingJapanese partner. It was the fi...
Managers and workers also see cost cutting as a way to rip off and to make themwork harder. Outside the company, among ven...
When detergent marketing was considered as boring and dull. Surfexcel marketing strategy was not only unique and innovativ...
MARKETINGSTRATEGYA. Surf Excel has always tried to create a differentiation strategy for itsbrandB. In the year 2002, a de...
MARKETINGSTRATEGYC. The global brand communication as “Dirt is Good” adbecame a famous punchline and helped Surf Excel cre...
The brand has also portrayed human values likecompassion by showing a mud soaked youngstudent mimicking his favorite teach...
The idea of portraying different values seems to be working wellwith people and the connect it builds between a detergent ...
Brand strategy is about understanding the defining true need ofyour customer and then building a unique point of differenc...
Product Life Cycle (PLC) & Brand existance
Product Life Cycle (PLC) & Brand existance
Product Life Cycle (PLC) & Brand existance
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Product Life Cycle (PLC) & Brand existance

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A presentation on the reasons for the strong existence of the brands, viz, Chandrika, Bajaj Automobiles, and Surf excel in the market.

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Product Life Cycle (PLC) & Brand existance

  1. 1. A brand is more than just a name, catchy tagline and logodesign.Presented By,Reba JainMathewS2 MBAMACFASTCollege,Tiruvalla,
  2. 2. The Product Market strategies that helps them to stay for such long timein the market!
  3. 3. PRODUCT LIFE CYCLE (PLC)The product life cycle is an important concept in marketing. Itdescribes the stages a product goes through from when it was firstthought of until it finally is removed from the market. Not allproducts reach this final stage. Some continue to grow and othersrise and fall.
  4. 4. The main stages of the product life cycle are: Introduction Stageo Product launched into the market.o Sales grow slowly.o Informative advertising is done.o Firm might not earn a profit at this stage.o Price skimming may be used if the product is new invention and has nocompetitors.o Competitive pricing may be used if it already has lot of competitors. Growth Stageo Sales grow rapidly.o Persuasive advertising may be used.o Prices may be reduced if faced by stiffcompetition.o Firm starts earning profits.
  5. 5.  Maturity Stageo Sales increase slowly and reach the highest sales figures.o Competition is at the maximum level as many new „me too‟ products are inthe market.o Promotional pricing might be a good option.o Profits are at the highest level as the firm is also getting economies of scale.o Repetitive advertising is done to remind the consumers. Saturation Stageo Sales are stagnant.o Maximum competition but no new competitors.o Promotional pricing or competitive pricing maybe a good choice.o Advertising efforts at its highest point. Decline Stageo Sales start to decline.o Profits start to come down.o Marketing research it done to find out whether this decline is permanent ortemporary. If the decline is permanent in nature then stop the production ofthe product, otherwise implement extension strategies.o Advertising is reduced.
  6. 6. Product ExtensionStrategy Extension stageo Introduce new variations of the original producto Try to sell the product in different markets.o Make small changes in the color, design or packagingo Start a new advertising campaign.o Add more retail outlets to boost sales.
  7. 7. Reasoning their long-term survival…
  8. 8. Chandrika is a heritage brand. The brand came into existence in1940. This hand made ayurvedic soap owes its existence to thefounder C.R Kesavan Vaidyar who identified the potential for anayurvedic soap way back in 1940.From a humble beginning, the brand has come a long waywithstanding the test of time. In 2004, Wipro acquired themarketing rights of this brandChandrika has survived all these years without changing any ofthe marketing mixes. Now after 6 decades, Chandrika ischanging…
  9. 9. MARKETINGSTRATEGYThe brand‟s marketing strategies include;A. Positioned as a traditional ayurvedic soap gifted by natureB. The brand differentiates itself from other ayurvedic soaps with its 7essential oils; Orange oil Patchouli Cinnamon leaf Wild ginger Sandalwood oil Lime peel and, Coconut oilC. The brand changed the shape and packaging, Chandrika was in thecake form ( rectangular), but it changed to oval form and thepackaging was made more contemporary
  10. 10. D. To attract new users especially the new generation.Chandrika took the two qualities : Natural and Exotic asits core brand values.E. The brand chose to use the brand imagery of a SPA toconvey the new positioning. The big idea was to equatethe bathing experience with Chandrika to an oil bath at aSPA.( The agency chose the luxurious Pangkor Laut SpaResort in Malaysia as its location for the ad. )F. Chandrika also introduced a line extension –Chandrika Amrutham. The variant has an innovation inthe form of an aromatic oil that comes with the soapMARKETINGSTRATEGY
  11. 11. Bajaj Auto is a major Indian automobile manufacturer started by aRajasthani merchant. It is based in Pune, Maharashtra. Bajaj Automakes and exports motorscooters, motorcycles and the auto rickshaw.To replace a legend is never easy, to replace a legend when the legacyneeds a major overhaul is even more difficult.Rahul Bajaj had created an extraordinarily triumphant company, and itrequired enormous courage for Rajiv Bajaj, Rahul‟s son to tinker withthe business model and change the success formula. But given thechanges in the environment: more competitors and fiercer competition,changing customer needs and tastes, new technology and moresophisticated management tools and techniques, transformation was anecessity, not a luxury.
  12. 12. MARKETINGSTRATEGYIn every managers life, there comes a moment of truth. A handfulemerge from the experience as leaders. Rajiv Bajaj faced his momentof truth when he overheard a customer say, "Yes, the Bajaj scooter is thecheapest, but thats what is deserves to be." The experience kindled in hima fierce desire to modernize the family business, the courage to changethe success formula that was Bajaj Auto, and the confidence to stepaway from his fathers shadow. Hence the following makes the Bajajexist in the market.A. The ambition to have a local R&D and a change in mindset. Themoney the company had.B. The first visible sign of the change in focus was the garage full ofmodels the company launched to cater to the different marketsegments. Some met with partial success, a few bombed.C. Bajaj first tasted success with the launch of Boxer for customeracceptance and better production practices.
  13. 13. D. Strong Industry RelationshipsBajaj Autos relationship with Kawasaki, their long-standingJapanese partner. It was the first bike to be marketed under theBajaj brand, the first to be entirely developed by the productengineering division.E. Catering all segmentsThe Bajaj Caliber 115 (launched March 2003) served theexecutive segment, Pulsar the premium segment, with theEliminator being Indias only cruiser bike.With the Indian two-wheeler sector focused on motorcycles,Bajaj proposes to make Bajaj Auto the only Indian companywith offerings in each user segment.MARKETINGSTRATEGY
  14. 14. Managers and workers also see cost cutting as a way to rip off and to make themwork harder. Outside the company, among vendors and customers, the momentyou talk of cost cutting, people think that the products quality has gone down.Here in Bajaj Auto, we feel that cost cutting is all about improving quality atlower cost. Thats how profitability improves. Thats how customers keep comingback.“The company is renowned for its innovative designs and techniques with a uniqueblend of style and mileage.The two wheelers manufactured by Bajaj provide best services at economical rates.
  15. 15. When detergent marketing was considered as boring and dull. Surfexcel marketing strategy was not only unique and innovative butsimple enough to understood by average educated (or sometimes noteducated at all) housewives in India.SURF EXCEL – “Daag Ache Hain”. The brand was one of the oldestdetergent powder in India launched in 1959.Surf Excel marketing strategy initially was focused towardspositioning itself as a brand which gives value for money. In one ofthe early advertisements, a woman asks the audiences that “SurfExcel ki Kharidari Mein hi Samajhdari hai”. This line struck a chordwith value conscious Indian housewives and this campaign helpedmade Surf Excel a household name. The brand‟s marketing strategiesinclude;
  16. 16. MARKETINGSTRATEGYA. Surf Excel has always tried to create a differentiation strategy for itsbrandB. In the year 2002, a detergent powder designed especially for washingmachines was launched as Surf Excel Matic. It even came in twovariants- Front Load and Top Load. Gentle Wash and Surf Excel Barare two other major products of the brand.
  17. 17. MARKETINGSTRATEGYC. The global brand communication as “Dirt is Good” adbecame a famous punchline and helped Surf Excel create aniche on its own and today it leads the Premium Fabric Washcategory in India.“Daag Ache Hain” has worked very well for seven years and italmost works as an irony which shows a contradiction for acategory that normally talks about cleanliness and whiteness.
  18. 18. The brand has also portrayed human values likecompassion by showing a mud soaked youngstudent mimicking his favorite teacher‟s dog thathas just died.The “Dirt is Good” or “Daag Ache Hain”campaign began with the famous puddle warcommercial, where a brother was shown takingrevenge on a mud pool for spoiling his sister‟sclothes.The latest campaign is a continuation of thesame philosophy and encourages the value ofrighteousness that communicates the need tohave the courage to stand up for what is right,with its badappan (dignity) campaign, whichused the theme of non-violence.
  19. 19. The idea of portraying different values seems to be working wellwith people and the connect it builds between a detergent powderand a sense of freedom. Detergent advertising was usuallyconsidered anooying in the past, while Surf Excel ad series has beena pioneer in breaking out of that mould.“Agar Daag Lagne Se Kuch Acha Hota Hai Toh Daag Ache Hain”- Thebrand has used this emotional appeal to help it differentiate itselffrom other brands. It has used mothers as that target audienceletting their kids enjoy their freedom without worrying aboutspoiling their clothes.MARKETINGSTRATEGY
  20. 20. Brand strategy is about understanding the defining true need ofyour customer and then building a unique point of difference thatsatisfies their needs into everything that your company does.When your customers true needs are aligned with the uniquecapabilities of your company, product or service, you have a recipefor success, like, Chandrika, Bajaj Automobiles and Surf excel…
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