1. PRODUCT LIFE CYCLE AS PER
SALES PERFORMANCE OF
BRANDS
MERIN .A. MATHEW
S2 MBA
MACFAST
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Year 2006 2007 2008
TREND IN SALES
TREND IN SALES

2. PRODUCT LIFE CYCLE
(PLC)

3. Introduction Stage
In the introduction stage, the firm seeks to build product awareness and
develop a market for the product.
Growth Stage
In the growth stage, the firm seeks to build brand preference and
increase market share.
Maturity Stage
At maturity, the strong growth in sales diminishes. Competition may
appear with similar products. The primary objective at this point is to
defend market share while maximizing profit
Decline Stage
As sales decline, the firm has several options:
Maintain the product, possibly rejuvenating it by adding new features
and finding new uses.
Harvest the product - reduce costs and continue to offer it, possibly to a
loyal niche segment.
Discontinue the product, liquidating remaining inventory or selling it to
another firm that is willing to continue the product.

4.  It was founded in the year 1949
 The company headquarters is located at
Kobe, Japan
 It deals with products like Athletic
shoes, apparel and sports equipment
 ASICS Europe B.V, ASICS Sports Corporation
ASICS Tiger Corporation, ASICS Tiger do
Brasil Ltda, ASICS Tiger Oceana Pty.
 The company’s website is www.asics.com

5. Year
Sales (In
Million Yen)
2007 135248
2008 167193
2009 177869
2010 165808
2011 175057
2012 182807
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
2007 2008 2009 2010 2011 2012
Sales (In Million Yen)
Sales (In Million Yen)

6. 2007 2008 2009 2010 2011 2012
Maturity
Product Life Cycle of Asics Ltd for 6 years
Maturity

7.  founded on January 25, 1964 as Blue Ribbon
Sports by Bill Bowerman and Phil Knight
 It is an American multinational corporation
 is headquartered near Beaverton, Oregon, in
the Portland metropolitan area.
 one of the world's largest suppliers of
athletic shoes and apparel and a major
manufacturer of sports equipment

8. 1392
1491.5
1883.4
1486.7
1907
2133
0
500
1000
1500
2000
2500
2006 2007 2008 2009 2010 2011
Net Income ($)
Net Income ($)
Year Net Income ($)
2006 1392
2007 1491.5
2008 1883.4
2009 1486.7
2010 1907
2011 2133

9. 2006 2007 2008 2009 2010 2011
Maturity
Growth
Product Life Cycle of Nike for 6 years

10.  Founded in 1948 by Adolf Dassler
 Located in Herzogenaurach, Germany. It is a
German multinational corporation.
 Products are
bags, shirts, watches, eyewear, and other
sports- and clothing-related goods.

11. Year Net sales
2007 10299
2008 10799
2009 10381
2010 11990
2011 13344
2012 14883
0
2000
4000
6000
8000
10000
12000
14000
16000
2007 2008 2009 2010 2011 2012
Net sales
Net sales

12. 2007 2008 2009 2010 2011 2012
Maturity
Product Life Cycle of Adidas for 6 years
Maturity

13.  Indian shoe company, based in
Mathura, Uttar Pradesh.
 It was established in the year 1954

14. Year Sales (In Lakhs)
2006-2007 23921.76
2007-2008 26296.46
2008-2009 24863.46
2009-2010 26684.94
2010-2011 30658.18
2011-2012 34726.67
0
5000
10000
15000
20000
25000
30000
35000
40000
Sales (In Lakhs)
Sales (In Lakhs)

15. 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12
Maturity
Product Life Cycle of Liberty for 6 years
Maturity

16.  It was founded in the year 1996
 Its Headquarters is located at
Baltimore, Maryland, U.S.
 It deals with the products like
Clothing, footwear, sporting equipment, accessories
 The company’s website is
http://www.underarmour.com/

17. Year
Sales (In
Thousands)
2007 853493
2008 651779
2009 578887
2010 512613
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
2007 2008 2009 2010
Sales (In Thousands)
Sales (In Thousands)
APPAREL

18. 2007 2008 2009 2010
Maturity
Product Life Cycle of under armour for 4
years

19. Shoes
Year Sales (In Thousands)
2007 40878
2008 84848
2009 136224
2010 127175
0
20000
40000
60000
80000
100000
120000
140000
160000
2007 2008 2009 2010
Sales (In Thousands)
Sales (In Thousands)

20. 2007 2008 2009 2010
Maturity
Product Life Cycle of Nike for 6 years

21.  Also known as LS&CO or simply Levi's
 It is a privately held American clothing
company known worldwide for its Levi's
brand of denim jeans.
 It was founded in 1853
 The company's corporate headquarters is
located at Levi‘s Plaza in San Francisco.

22. Year Sales (In Thousands)
2007 4266108
2008 4303075
2009 4022854
2010 4325908
2011 4674426
3600000
3800000
4000000
4200000
4400000
4600000
4800000
2007 2008 2009 2010 2011
Sales (In Thousands)
Sales (In Thousands)

23. 2007 2008 2009 2010 2011
Maturity
Product Life Cycle of Adidas for 6 years
Maturity

24.  It was founded in the year 1996
 Its Headquarters is located at
Baltimore, Maryland, U.S.
 It deals with the products like
Clothing, footwear, sporting equipment, accessories
 The company’s website is
http://www.underarmour.com/

25. Year
Sales (In
Thousands)
2007 853493
2008 651779
2009 578887
2010 512613
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
2007 2008 2009 2010
Sales (In Thousands)
Sales (In Thousands)
APPAREL

26. 2007 2008 2009 2010
Maturity
Product Life Cycle of Nike for 6 years

27.  The Bombay Dyeing & Mfg. Co. Ltd was
established 1879
 It is the flagship company of the Wadia
Group.
 Engaged mainly into the business of Textiles.
Bombay Dyeing is one of India's largest
producers of textiles

28. Year Sales (In Crores)
2005-06 1118.33
2006-07 502.54
2007-08 990.45
2008-09 1359.9
2009-10 1689.22
2010-11 1989.12
0
500
1000
1500
2000
2500
2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
Sales (In Crores)
Sales (In Crores)

29. 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
Product Life Cycle of Bombay Dyeing for
6 years
Decline Maturity

30.  Incorporated in the year 1925
 of India's largest branded fabric and fashion
retailers.
 The Group owns apparel brands like
Raymond, Raymond Premium Apparel, Park
Avenue, Park Avenue Woman ColorPlus &
Parx.

31. Year Sales
2006-07 146015
2007-08 146015
2008-09 147780
2009-10 147780
2010-11 157270
2011-12 195903
0
50000
100000
150000
200000
250000
2006-07 2007-08 2008-09 2009-10 2010-11 2011-12
Sales
Sales

32. 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12
Product Life Cycle of Raymond for 6
years

33.  Introduced in the year 1901
 It is located at Boston, Massachusetts, United
States
 The Gillette company slogan is "The Best a Man
Can Get".
 The company’s website is http://gillette.com

34. Year Sales (In crores)
2007-08 588.84
2008-09 661.51
2009-10 852.48
2010-11 1058.38
2011-12 1232.9
0
200
400
600
800
1000
1200
1400
2007-08 2008-09 2009-10 2010-11 2011-12
Sales (In crores)
Sales (In crores)

35. 2007-08 2008-09 2009-10 2010-11 2011-12
Product Life Cycle of Bombay Dyeing for
6 years
Maturity