Marketing Concepts: Product Lifecycle
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Marketing Concepts: Product Lifecycle

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ITM Batch 13B

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GROUP # 3
MANISH 77
MANOJ 78
SACHIN
SREEJA
RATISH

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Marketing Concepts: Product Lifecycle Marketing Concepts: Product Lifecycle Presentation Transcript

  • PRODUCT LIFE CYCLE PARLE-G
    • GROUP # 3
    • MANISH 77
    • MANOJ 78
    • SACHIN
    • SREEJA
    • RATISH
  • PRODUCT LIFE CYCLE PARLE –G
  • Points:
    • Introduction
    • History & Product range
    • Basics of PLC
    • Application of PLC concept to PARLE –G
    • Introduction Phase of PARLE-G
    • Growth Phase of PARLE-G (Turnover,Finance Details,Competition & Challenges.)
    • Conclusion
  • Inroduction –PARLE G
    • Largest Selling Brand in world.
    • Identified with baby on pack, affectionately called as Parle-G baby
    • Winner of 8 gold and 11 silver ‘monde selection awards
    • Liked by all age and income groups
    • 40% share of biscuit market and a 15% share of confectionary
  • HIDUSTAN KI TAKAT - PARLE G
    • Largest manufacturer of biscuits since 80 years
    • Quality, nutrition and great taste.
    • More than 1500 Wholesalers an 1.3 Million retail outlets
    • Faith and trust
    • Example of marketing brilliance for Competitors
    • 65 % of Glucose Biscuit market.
  • Product Range
    • Biscuits
    • Parle – G
    • Milk Shakti
    • Parle - Magix
    • Krackjack
    • Monaco
    • Digestive Marie
    • Hide & Sick
    • Mayfair Cookies
    • Confectionary
    • Melody
    • Mango bite
    • Poppins
    • Kismi Toffee
    • Orange Candy
    • Must Bites
    • Sixer
  • Product Life-Cycle Strategies
    • PLC Stages
    • Product development
    • Introduction
    • Growth
    • Maturity
    • Decline
    • Begins when the company develops a new-product idea
    • Sales are zero
    • Investment costs are high
    • Profits are negative
  • PLC - Introduction
    • basic product
    • Use cost-plus basis
    • Selective distribution
    • Awareness among early adopters
    • Heavy expenditures
    • Low sales
    • High cost per customer acquired
    • Negative profits
    • Innovators are targeted
    • Little competition
  • PLC – Growth Stage
    • Product Extensions
    • Penetration Pricing
    • Intensive Distribut.
    • Build Awareness
    • Advertising is high
    • Reduce expenditure on sales
    • Rapidly rising sales
    • Average cost per customer
    • Rising profits
    • Early adopters are targeted
    • Growing Competition
  • PLC – Maturity Stage
    • Diversify brand and models
    • Price match to beat competition
    • Intensive distribution
    • Encourage brand switching
    • Sales peak
    • Low cost per customer
    • High profits
    • Middle majority are targeted
    • Competition begins to decline
  • PLC – Decline Stage
    • Phase out weak items
    • Cut price
    • Selective distribution
    • Phase out unprofitable outlets
    • Reduce to level
    • Reduce to minimal level
    • Declining sales
    • Low cost per customer
    • Declining profits
    • Laggards are targeted
    • Declining competition
  • Introduction Phase - Parle
    • Founded in 1929 as a Confectionary Comp
    • Decade later Introduced Biscuits
    • Imported Biscuits shipped by British
    • Introduced better glucose biscuits
    • Initially sold only in Suburbs of Mumbai
    • Wax wrappers for packaging
  • Growth phase PARLE
    • Total Market – 4000 Crores
    • Total Market Growth 10 to 12 % per annum
    • Parle holds 40% Market share
    • Large unorganized sector
    • Indians eat 0.48 KG and Americans 4kg Biscuits
    • Growth phase
    * Source ORG-MARG
  • Growth Phase - Parle Cont.
    • Parle-G Largest brand in world
    • 65 % of Glucose Market
    • 50 % to Turnover
    • Large consumption in rural market
    • 12 to 15 % Growth
    • Low Margin
    • High Volume
    *Source ORG - MARG
  • Growth Phase - Parle cont.
    • High Penetration in Market
    • low price ,low margin and high volume game
    • Brand Repositioning
    • Addition of taste Variants (Magix ,Milk shakti)
    • Addition of weight variants (25 gm to 1kg)
    * Source ORG-MARG % S Product H M L Hide n Seek ,Cheeslings Marie, Monaco , Krack Jack Parle G, Milk Shakti L M H
  • Growth Phase – Competition
    • Parle G market leader in Glucose sector
    • Britania leader in terms of value & in Mid & High Sec
    • ITC fastest growing brand (7 %)
    • Others: Priya gold, Bakeman, Nesle and Kwality.
    * Source ORG-MARG Butter Cream Sunfeast M Sunfeast.gl. ITC Good Day Marie Gold Tiger Britania Badam pista Priya Gold Priya Snacs Surya Hide & Sick Marie Dig. Parle G Parle Cream(H) Marie(M) Glucose (L)
  • Growth Phase – Challenges
    • Increased penetration level from comp.
    • Increased Advert.
    • Variants and new Innovative products
    • High segment variants
    • Celebrity Brand ambassadors
    * AC Nielsen retail sales audit
  • Conclusion
    • PLC analysis – very IMP tool in the hands of marketer.
    • Better understanding in managing profitable products & eliminating unprofitable one.
    • As products moves from one stage to another in PLC- Marketer evaluate and adjust strategies for promoting ,pricing & distribution of the product.
  • Bibliography
    • www.parleproducts.com
    • www.indiainfoline.com
    • www.managementparadise.com
    • Wikipedia
    • Parle products-(Brand Manager-MrMayank. )
    • Marketing Management-Philip Kotler
  • THANK –YOU !!