Presented by:
Prashant Saxena Priya Rammohan
Department of Management Studies
Indian Institute of Technology, Madras

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 The PLC concept is one of the most important
concepts in marketing.
 The PLC consists of four stages:
De line
c
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 The products that follow a short PLC are called
“Fads”
 Some recent Fads:
 1960’s - Banana Seats, Rickie Tickie Stickers, Bellbottoms & Platform
Shoes.
 1970’s - Dashboard Hula Girls, Mexican Jumping Beans, Daisy Dukes &
Disco Music.
 1980’s - Penny Loafers, Jelly Shoes, Friendship Bracelets & Break Dancing.
 1990’s - Polly Pocket Toys, Napster, Beanie Babies & Furby.
 2000’s - Energy Drinks, American Idol, Flare Jeans & Suped Up Cars.
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FADS
Literary
Works
FMC Ind try
G us
FADS
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“The consumer isn't a moron; she is your wife.”
David Ogilvy
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Consumer Promotion Product
Buying Distribution Design
Attention Behaviour
Span Advertising Utility
Quality
Purchasing
Power
Products with
Short Life Cycle
Profit Margin Implicit Cost Resale Value
Channel
Explicit Locations Price Wars
Cost
Discounts
Distribution
Strategies Channel
Producer Place Price
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 Short attention span of the
present generation
 Varying Consumer Choice
 Lack of availability of the
product at all joints
 Expensive with no long term
benefits
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 Lack of significant usage
 Disappearance of motivating
factors that induce buying
behavior
 Fatigue Factor
 Utility of the product is for a short
period and/or a specific cause
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 The Kane’s Simulation Model
 The methodology adopted:
 All variables are converted from Nominal to Ordinal scale
 Any variable of human significance can be transformed
into a zero to one scale
 As a variable’s magnitude increases, it has a larger effect
on the rest of the system
 Net change in variable is a result of net impact of all
variables on the particular variable.
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 SCALE:
 0.8 ≤ Very High ≤ 1
 0.6 ≤ High < 0.8
 0.4 ≤ Moderate < 0.6
 0.2 ≤ Low < 0.4
 0 ≤ Very Low < 0.2
 VARIABLES:
 Short attention span of the present generation – 0.5
 Variation in Consumers’ choice – 0.6
 Lack of availability of the product at all joints – 0.3
 Expensive with no long term benefits – 0.7
 Lack of significant usage – 0.8
 Disappearance of motivating factors that induce buying behavior – 0.5
 Increase in Fatigue Factor – 0.7
 Utility of the product is for a short period and/or a specific cause – 0.8
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 Fads have been famous since the early 1920s
 Fads are immensely popular and every individual has
used a fad at least once in their life time
 An incentive for marketers to increase the product life
cycle of fads
 Innovative Integrated Market Communication is the
way to develop Brand Equity of Fads
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