This document discusses product life cycles and brand positioning. It describes the four stages of a product's life cycle: introduction, growth, maturity, and decline. It also discusses what occurs at each stage. Additionally, the document defines what a brand is, the importance of brands, criteria for choosing strong brand elements like memorability and meaningfulness, and strategies for positioning products and services.

1. Product Life Cycle & Brand
Elements/Positioning
BY: Gunjan mittal – 1720991050
Nandini sharma – 1720991090
Nikhil kapoor – 1720991098
Parth Vohra – 17209911
Neha Chaudhary - 1720991185

2. Product life cycle
Product life cycle is course of a
product sale & profit over it
lifetime.it involves four distinct
stages.
I. Introduction stage
II. Growth stage
III. Maturity stage
IV. Decline stage

3. Introduction stage
• In this stage, a company tries to invest heavy budget on marketing
and advertising on the product because this is the first step of
product in the market and product needs advertisement and
promotions.
• In this stage company also bears more cost because of advertisement
and marketing activities regarding the product.
• Although product is available in the market and also starts selling but
revenue is not enough to cover all the expenditure so we can say that
product starts covering it's all expenditures and cost.

4. Growth stage
• After the introduction of the product in the market, the company
knows the response of customer toward its product.
• If the company found customers are appreciating its product and
purchasing more units then the product is shifting itself into next
stage ”Growth stage”.
• For becoming no 1 product in the market, manufacturer try to invest
more money on the product but the product also returns to the
company.

5. Maturity stage
• In the maturity stage, product enjoys its high market share and
cashing brand name.
• In this stage low investment required for advertisement and
promotions because everyone knows about product and ad displays
just for exposure and support.
• The advertisement made for sustaining positions not for make more
sales.
• Now the product is earning a high profit and on its peak time. Market
conditions are mature. Competitors also know about product market
share.

6. Decline stage
• Everything in this world has to die. Here die means quitting from the
market. The product, after long time enjoying profit and sales, goes
down in the market.
• There may be many reasons for it i.e. technology can be changed and
new technology can make a good product as compare to previous so
in this stage, customers change their preferences and shift to other
product. Sales go down and profit also.

7. What is brand ?
• Brand is name, term, sign, symbol or design or combination of them,
intended to identify the good or service of one seller or group of
sellers & differentiate them from those of competitor.

8. Importance of brand
• Identification of source of brand.
• Assignment of responsibility.
• Risk reducer.
• Symbolic device
• Signal of quality
• Search cost reducer

9. Reducing risk
• Functional risk
• Physical risk
• Financial risk
• Social risk
• Time risk
• Psychological risk

10. New product development
• Original product.
• Product improvement.
• Product modification.
• New brand that firm develops through its own research &
development efforts.

11. New Product development Process
• Idea generation
• Idea screening
• Concept development & testing
• Marketing strategies
• Business analysis
• Product development
• Test marketing
• Commercialization
• Launch

12. Branding Challenges
• Savvy customers
• Brand profilation
• Media fragmentation
• Increased competition
• Increased cost
• Greater accountability
• External environment

13. Strategic brand management
• Designing & implementation of marketing programs & activities to
build, measure & manage brand equity.
• There are 4 major steps of strategic brand management:
I. Identifying & establishing brand position and values
II. Planning & implementing brand marketing program
III. Measuring & interpreting brand positioning
IV. Growing & sustaining brand equity.

14. Criteria for choosing brand elements
• Memorability
• Meaningfulness
• Likability
• Transferability
• Adaptability
• Protectability

15. Memorability
• The quality or state of being easy to remember or worth remembering.
• Just like all are able to remember this logo of apple.

16. Meaningfulness
• meaningful to convey the descriptive or persuasive content.
Descriptive meaning; is the customer able to identify the right product
category and is the brand element credible in this product category.
Hence, the descriptive dimension is a determinant of brand awareness
and salience. Persuasive in this context means a determinant of brand
image and positioning. It is the specific information about particular
key attributes and benefits of the brand. This could even reflect brand
personality.
• EG: Sony Bravia

17. Likability
• likability, reflect aesthetical appealing like the brand style and brand
themes.
• Ex: McDonalds
By just seeing “M” in yellow colour we recognize it as McDonalds &
feel hunger for burger.

18. Transferability
• brand elements should be transferable in such a way that they can
cover more then one product, product line, market segments,
geographic boundaries, markets and cultures.
• Ex: Heads&shoulder
It comes with different segmentations such as antidandruff, dry scalp,
silky smooth etc.

19. Adaptability
• brand elements need to be adaptable and flexible in time to remain
relevant.
ex: Nokia

20. Protect ability
• Protect ability is the last defensive criteria and considers the legal and
unauthorized competitive infringements of the brand.
• Patent is an example of protectablity.

21. Naming a brand
• Descriptive
• Suggestive
• Compounds
• Classical
• Arbitrary
• fanciful

22. Brand Positioning
• Brand positioning has been defined by Kotler as “the act of designing
the company’s offering and image to occupy a distinctive place in the
mind of the target market”.
• In other words, brand positioning describes how a brand is different
from its competitors and where, or how, it sits in customers’ minds.

23. Positioning Of Product & services
• Hi-tech positioning – Jaguar
• High touch – Prada
• Global consumer culture positioning – Denim
• Local consumer culture positioning – Ayurvedic
• Foreign consumer culture positioning – Volkswagen
• Attribute or benefits – Boost
• Quality/price – Patanjali
• Use/user – Dettol/Adidas