a short description about product life cycle having example of maruti 800 cars. you will find the PLC in details.

1. Product Life Cycle
PRESENTED BY:
SAMEER VISHWAKARMA
M.Tech.( Production )
First Year

2. CONTENTS
 Introduction to PLC
 Stages of PLC with Case study
 Case study of Maruti-Suzuki 800

3. Introduction
 Product Life Cycle (PLC) is a term used to describe individual stages in the life of a
product.
 These four stages are :1. Introduction, 2.Growth, 3.Maturity and 4.Decline.

4. After all research and development is done it is time to launch the
product and begins its life cycle.
1. INTRODUCTION STAGE
• Promotion of product
• Distribution of product to market
• Product has least competitors
• Sales remains low
• Company loses money on the product as the product is new and is
in testing mode by the consumers.
Example : Android was unveiled in year 2007 and commercial
android device was launched in September 2008. It was
introduction stage for android and was least known to consumers
and only competitor IOS.

5. 2. GROWTH STAGE
 Market starts accepting the product
 Sales increases
 Reliability increases
 Relative few competitors
 Profit starts
 Company starts improving the product to stay in the market
Example : During year 2010 Android became popular in the market, IOS
was expensive so was not easily available for the maximum consumers.
And also a new competitor was rising in the market “Windows Phone”
which was launched in October 2010. In these 3 years android has
launched its “FROYO” version, 6th edition to stay tough competitor.

6. 3. MATURITY STAGE
 Sales are at its peak
 Profits are at its peak
 Other competitors enter the market with alternate solutions
 Difficulty starts
Example : Gartner, Inc. an IT research industry reported that In the
fourth quarter of 2016, android had 80.7% market share, IOS had 17.7%
market share while windows mobile had 1.1 % market share.

7. 4. DECLINE STAGE
 Sales are decreased
 Profits are decreased
 Market start calling “an old product”
 Product is no longer in demand.
Example : Now the windows phones are in decline stage as there are
least demand for it, In April 2017 Microsoft said to wind down
production of windows phones within few weeks reported by UK’s The
Express.

8. Emerging Trends In Product Life Cycle
At present time the company needs faster
 Modifications
 Synthesize
 Distribution
 Less time and
 Max profit
So, real users as product tester and their feedback is a key point to stay
in the market, to utilize the feedback into modification companies
need strong network, thus they are using computers and CAD systems
for synthesis, design, development and also in distribution.

10. COMPANY
Mr. R. C. Bhargava
PROFILE
Mr. Kenichi Ayukawa
TYPE : PUBLIC COMPANY
FOUNDED : 1982
Chairman
HEADQUARTERS : NEW DELHI, INDIA
Managing Director
and CEO KEY PEOPLE :RC BHARGAVA ( CHAIRMAN ), Kenichi
Ayukawa ( CEO )
REVENUE : $369.34 BILLION

11. Actual Product
Features
Core Customer Value
Packaging
Quality Level Design
Augmented Product
After Sale Service
Installation

12. First car imported, assembled and sold
in 1983.
Cheapest car in the market.
Huge gap between demand and supply.
Waiting list often took upto 3 years to
clear.
Targeted urban areas, “Consumers who
desire for a car”.
Based on SS80, Suzuki fronte.
First owner of
MS-800

13. Expectations from people matched
product promise.
Increase in production and sale.
Increase in profits.
Objective to gain market shares.
No threat of competitors.

14. Sale
Unit sold
1996
1989
1987
1983
0 50000 100000 150000 200000
1983 1987 1989 1996
Unit sold 852 20,269 63736 189061

15. Sales touched 200,000 mark in 1999.
Repositioning of Maruti Products.
New soft edged jelly bean shape
introduced in 1997.
Maruti 800′s carburetor with fuel
injection.
40 million two wheeler owners targeted.
Entry of competitors like General
motors, Ford, Tata.

16. 
DECLINE STAGE (2003 – UPTO NOW)
Heavy competition from i10, Spark etc.
Drastic decrease in sales.
Just 33028 units sold in 2009-2010.
Withdrawn from 13 cities including metros.
Repositioned to Alto 800.

17. SALES
250000
200000
150000
SALES
100000
50000
0
YEAR 2000 YEAR 2001 YEAR 2002 YEAR 2004

18. Thank You!!!