Final

Product Life Cycle- Stages and
Strategies
Vikas 12PGP050
Komal 12PGP
Prateek 12PGP110
Srishti 12PGP043
Sourav 12PGP042
1/29/2015 IIM Raipur 1

PLC- Overview
• Every product has a life in a market.
• Tenure of the life is uncertain.
• Stages in PLC:
1/29/2015 2IIM Raipur

PLC Implications
• Products have a definite life period.
• Product sales pass through distinct stages with
each stage posing Challenges/Opportunities/
Problems.
• Profits rise/fall during different stages of
product life cycle.
• Products require different marketing
strategies at each stage

PLC- Stages
• Introductory Stage- Product just introduced in
the market.
• Growth Stage- Sales are rising.
• Maturity Stage- Sales do not rise any further.
• Decline Stage- Sales are falling.

Time
Product
Develop-
ment
Introduction
Profits
Sales
Growth Maturity Decline
Losses/
Investments ($)
Sales and
Profits ($)

Introductory Growth Maturity Decline
• Product has just been introduced in the
market.
• Product shows slow sales growth.
• Profits are Low or negative as as RnD costs
might have been incurred, also, no economies
of scale advantage as low sales.
• Little or no competetion faced
• Pioneers adopt the product

• Product: Basic
• Distribution: Selective
Price
HIGH LOW
HIGH Rapid Skimming Rapid Penetration
LOW Slow Skimming Slow Penetration
Pricing
Promotion

Rapid Skimming Strategy
• new product is launched at high price with high
promotion level
• High price helps firm to recover max profits/ units.
• High promo helps in customer awareness/ adoption.
• This policy is fruitful under following conditions:
– Large part of product market is unaware of product.
– Those who become aware are eager to have it & can pay
asked price.
– Firm faces potential competition & wants to build brand
preference.

Slow Skimming Strategy
• New Product launched at high price with low
promotion.
• High price helps firm to recover maximum profits
/units.
• Low promo keeps marketing expenses down.
• Combination is expected to skip high profit from the
market.
• This strategy is used under following conditions
– Market size is limited.
– Market is aware of product.
– Buyers are willing to pay high price.
– Potential competition is not imminent.

Rapid Penetration Strategy
• New Product launched at low price with high
promotion.
• Helps to achieve:
• Fastest market penetration.
• Largest market share.
– Market is large.
– Market is unaware of the product.
– Buyers are price sensitive.
– Strong product competition exists.
– Costs likely to decreases with volume.
– Example: Reliance Hungama, Nirma, and Wheel

Slow Penetration Strategy
• New Product launched at low price with low
promotion.
• Low price encourages rapid product acceptance,
• Low promotion cost helps retain profits.
– If market is large.
– If market is highly aware of product.
– If market is price sensitive.
– If market is minimally sensitive to promotion.
– If Product competition exists.

• Sales rising exponentially
• Sales limited by production
Capacity.
• Profit increasing.
• “Sales Pull”
• Product

Sales
Costs
Profits
Marketing Objectives
Rapidly rising sales
Average cost per customer
Rising profits
Maximize market share

Product
Price
Offer product extensions,
service, warranty
Price to penetrate market
Distribution Build intensive distribution
Advertising Build awareness and interest in
the mass market

Sales
Costs
Profits
Peak sales
Low cost per customer
High profits
Maximize profit while
defending
market share

Product
Price
Diversify brand and models
Price to match or best
competitors
Distribution Build more intensive
distribution
Advertising Stress brand differences and
benefits

Sales
Costs
Profits
Declining sales
Declining profits
Reduce expenditure and milk
the brand

Product
Price
Phase out weak items
Cut price
Distribution Go selective: phase out
unprofitable outlets
Advertising
Reduce to level needed to
retain
hard-core loyal customers1/29/2015 18IIM Raipur

PLC Variants- Style
•PLC Graph is shown on the right.
•Style is a basic/distinctive mode
of expression appearing in a field
of human endeavors.
•Once a style is invented, it can
last for generations, at times
going in/ going out.
•A style has a cycle showing
several periods of renewed
interest.
Example: Styles appear in homes
(colonial, ranch, transitional),
Clothes(formal and casual) and
art(realist, surrealist, abstract).

PLC Variant- Fashion
Fashion is a currently
accepted/popular style in a given field.
For Example: The more formal
business attire Clothes: Jeans, Music:
Hindi-Pop.
- Fashion Pass through four Stages:
•Distinctiveness Stage: Same customer
take interest in something new that
sets them apart.
•Emulation Stage:Other customers
take an interest out of desire to
emulate fashion leaders.
•Mass-Fashion Stage: Fashion
becomes very popular &
manufacturing gear up for mass
production.
•Decline: Consumer starts moving
towards other fashion.

PLC Variant- Fad
Fads are those periods which
have temporary unusually high
sales driven by consumer
enthusiasm. In this duration the
product or brand gets immediate
popularity. Some important
points of fads are written below:
•Fads is kind of fashion that
comes quickly into the public eye.
It gets adopted with great zeal,
peak easily and decline fast too.
•It has short acceptance cycle.
•Fads tend to have limited
followings
•For Example: Pepsi Blue, Yo Bike,
Pager.

CASE LETS ON DIFFERENT
MARKETING STRATEGIES

Maruti 800

Introduction Stage
• Period duration of 1983-1986
• Maruti launched 1st 800 in Indian market in
1983
• Cheapest Car in Indian market
• Also sold to countries of South Asia and South
America market

Marketing Strategy In Introduction
Stage
• Rapid Penetration Marketing Strategy was
used in this stage.
• Exported to countries like South Asia and
South American market to increase number of
customers.
• Labeled as Cheapest car for Indian Market
• Initially First car was presented to Lord
Venkateshwara of Tirumala Venkateshwara
Temple as Promotion

Growth Stage
• This stage is of the duration of 1987-1996
• Sales increased from about 63763 units to
about 189061 units in 1996
• Different features were implemented in basic
car model.

Marketing Strategy Used in Growth
Stage
• Maruti 800 came up with new feature like AC
version and music system
• First export began in 1987

Marketing Strategy In Maturity Stage
• Maturity stage was for the duration of
1997-2002
• Launched revamped version of Maruti
800 EX, with new engine,
• Entry of competitors like General Motors,
Ford, Tata

Marketing Strategy In Maturity Stage
Contd.
• Market share beaten by rivals like Hyundai
Santro, Daewoo Matiz
• Introduced LPG and CNG variabts, called
Maruti 800 Duo with new

Decline Stage
• Period of range 2002-2012
• Sales of Maruti went down drastically from
1,51,976 units in the year 2000 to about
69,553 in 2007
• Buyers attracted by high end luxuries small
cars
• Sales volume is heavily beaten by competitors
like Hyundai i10, Maruti Suzuki swift, Chevrolet
Spark
• In 2008-09 experienced sales of only 11,288
units1/29/2015 30IIM Raipur

Marketing Strategy In Decline Stage
• Stopped the production of Maruti 800
• Launched the new model maruti Alto 800 as
replacement of maruti 800

Product Life Cycle of Hero Honda CBZ

Introduction Stage
• Hero Honda CBZ was launched in early 1999
by Hero Honda Motors Ltd
• It was the first sports oriented 4-stroke bike

Marketing Strategy used In
Introduction Stage
• It has the feature of larger spring operated nozzle
to provide a richer fuel air mixture in to engine
for better acceleration.
• Styling of bike was scaled version of famous
Honda CB Series
• It was labeled as Fast and Sport looking bike
• Target market were young boys in the age 18-30
middle class.
• Positioning were bikers who want to live life in
extreme.

Market Break-up
51%
26%
11%
3% 3%
Sales
Hero Honda
Bajaj
Yamha
TVS
OTHERS

Growth Stage Contd..
• Sales increased in this stage for Honda CBZ
• Promotion is increased in this stage to cope
with competition.

Product Life Cycle of Tata Nano

Introduction Stage
• Nano was launched in 2008
• Launched with basic model
• The Cheapest car in the world
• Initial Price Rs 1.26 lakhs on road

Growth Stage
• Nano is available in tree model ( Nano Basic,
Nano CX and Nano LX)
• Sale of Nano in June 2011 approximately 6515

Marketing Strategy Used By Tata Nano
• Tata motors share promotion of tata brand
with its multiple bank partners. These
financiers will promote the nano brand during
booking jointly with tata motors
• Tata marketing team used various media like
radio, news on TV, online games, major
website like facebook, orkut etc.

Nokia Lumia
• Nokia lumia a series of smart phone by
• nokia
• Based on window phone operating system
• Deviant of Nokia lumia, Lumia 710,lumia
820, lumia 920
• Lumia 920 with 4 GB

PLC Stage
• Introduced in 2011
• Growth stage
• Increasing sale

Target market & Strategies- Lumia
• Targeted for Heightened market
• Rapid skimming strategy
• High promotion

Sony Bravia
• Facility of HD input
• Different Deviant from size range 56cms to
140 cms
• Price range Available from Rs 15900

PLC Stage
• Launched in the year 2005
• Growth Stage
• market share of 32% by value
• sale of more than 35 thousand in December
2010
• growth of 46% comparing to previous year

Target market
• Targeted to the age group young generation
the age group of 25-45
• Targeted Young family
• Targeted to business related personal
• Tag Line - More Bright. More Vivid. More Joy.

Strategy
• Concentration Strategy by targeting specific
group
• Differentiation strategy by offering unique
value preposition
• Rapid skimming Strategy

Nokia 800
• 4.0-inch AMOLED Clear Black display with a
360 x 640 pixel resolution
• 16GB internal storage
• Memory expandable up to 32 GB via micro SD
car
• Bluetooth 3.0 with A2DP, USB 2.0
• 41 megapixel camera with Xenon flash,
1080p@30fps video recording

PLC Stage
• Launched in February 2012
• Introduction stage
• High premium 24999

Target Market
• Yong urban male/female
• Educated professional
• Upper class People

Strategy
• High premium
• Rapid Skimming

Surf Excel
• Product from HUL
• Launched in 1954
• Created strong brand over the 5 decades
• Market leader for 50 years

Product range

Price chart

PLC Stage
• Maturity Stage
• Competitors such as Nirma, Tide, Ghari, Ariel
• 38% of detergent market

Strategy
• An emotional appeal by statement “Dag
achhe hain” (dirt is good)
• Extensive advertisement
• Rational price
• lot of Variant and deviant according to need

• LUX

Lux
• World’s first beauty soap targeting upper class
market
• Launched in US in 1924
• Launched in India in 1929
• Initially, in India this product was launched in
cities like Calcutta, Mumbai

Introduction Stage:
• Lux launched the world’s first mass-market
beauty soap is the US in 1924
• First launched in India in 1929
• Lux over the world UK(1928), SRILANKA(1931),
BRAZIL(1932) PAKISTAN(1957) etc
• In this stage, LUX followed Rapid Skimming
strategy.

Maturity Stage
• Lux product could be found in over 100
countries and they had the sales of 1.0 billion
euros in 2005
• In this stage, few competitors enter into the
market like (Cinthol, Fairglow, Santoor,
Chandrika, Fiama Di Wills and Vivel)
• Competition from its own brand Lifebuoy

Marketing Strategies Used
• Product: The lux has introduced various modified
versions of the product like Lux Almond, Lux Orchid,
Lux Fruit, Lux Saffron, Lux sandalwood, Lux Rose, Lux
oil and Honey etc.
• Price: The Lux products are now available at higher
prices to maximize company profit.
• Distribution: Lux has strong distribution across cities of
India.
• Advertising: In the latest campaign the Asit sin and
kajal Aggarwal are used as their brand ambassador.
• Promotional Offers: At times Lux has offered Buy3 get
1 Free offer to customers.

• Product: Only one basic product without any
variants/deviants/frills
• Price: Relatively higher prices, to recover their
initial cost of making the product
• Place- Budget allocation was more for
advertising, to attract more and more customers.
• Distribution- was selective and only covering the
major cities of India.

• Promotion: Awareness marketing
• Target Market: Upper class market – females

Sales
Costs
Profits
Market
Low sales
Higher cost per customer
Negative or not very substabtial
Pioneers, early adopters
No competitorsCompetition

Growth stage
• In this stage, for LUX, main objective of LUX
was to expand in India

Marketing Strategy
• Price: Price Rationalization
advertising, to attract more and more
customers.
• Distribution- expanded the market and now
covering the other cities of India as well.

Marketing Strategy
• Promotion: Affectation Realm (liking +
preferences+ conviction)
• Market: Pioneers, early adopters

Introductory Maturity Decline
Sales
Costs
Profits
Market
Higher sales, growth rate in sales is very
high
Emerging
NegligibleCompetition

Maturity Stage
• In this stage, LUX has expanded its market
across India and objective now is to maximize
and defend its market share.

Marketing Strategy
• Product: Product with many
variants/deviants/frills- Lux Almond, Lux
Orchid , Lux Fruit, Lux Saffron, Lux
Sandalwood, Lux Rose, Lux International, Lux
Chocolate, Lux Aromatic Extracts, Lux Oil and
Honey etc
• Price: Lux increased its prices to maximize the
profit

Marketing Strategy
• Place- Budget allocation is reduced for
advertising, because of the brand awareness
in the minds of customers.
• Distribution- Across India
• Promotion: Incentives
• Market: late majority

Sales
Costs
Profits
Marketing
Peak Sales, growth rate of sales=0
Highest Profits
maintenance marketing
CINTHOL, FAIRGLOW,SANTOOR,
CHANDRIKA, FIAMA DI WILLS and VIVEL
Competition

Decline
• In-spite of all efforts, Lux is at the decline
stage ,
• 1. Unilever products have presence in over
100countries worldwide thus currency
fluctuations could play a major role.
• For example in 2004, a 5.9% decline in
turnover was primarily due to 4% appreciation
in the average Euro exchange rate.

• 2.In year 2008 – 09 due to economic recession
in India and other countries, the sales of LUX
got hit hard times.
• 3.Other competition: Lux has been facing
competition from HUL itself (Lifebuoy) & from
other companies like:-
Godrej Consumer Products :

• GCPL, India’s second largest soap maker with
9.2% marketshare.•with leading brands such
as
• CINTHOL, FAIRGLOW & NIKHAR.
• Fairglow brand, India's first Fairness soap, has
created marketing history as one of the most
successful innovation in soap industry.

Marketing Strategy
• Price: Lux increased its prices to maximize the
profit
• Distribution- Across India
• Promotion: Reduction in expenditures

Sales
Costs
Profits
Marketing
Forestalling
Loss, CM negative
Reduction in expenditures
CINTHOL, FAIRGLOW,SANTOOR,
CHANDRIKA, FIAMA DI WILLS and VIVEL
Competition

Product Life Cycle Graph

• Oreo

Oreo
• Oreo was launched in 1912 in USA
• Its production in USA is by Nabisco division of
Kraft Foods.
• Till now, Oreo is the best selling cookie in USA.

Maturity Stage
• Oreo cookie has reached the maturity stage in
its life cycle, and the brand has appropriately
taken several steps to prevent the cookie from
fading out of America’s cookie jars.

Marketing Strategy
• Product: Leadership in cost, quality and
market. Nabisco has launched many different
flavors and varieties of the traditional cookie.
Some of these include: Chocolate Crème Oreo,
Golden Oreo Original, Fudge Covered Oreo,
Fudge Mint Covered Oreo, Golden Oreo
Chocolate Crème,

• Double Delight Oreo Mint ‘n’ Crème, Double
Delight Oreo Peanut Butter & Chocolate, Milk
Chocolate Covered Oreo and Milk Chocolate
Covered Mint Oreo. Additionally, Nabisco has
released many Oreo baking supplies, such as
Oreo Crumbs, Oreo Chocolate Cones, Oreo
Jello Pudding… the list goes on.

Marketing Strategy
• Price: Its charges premium price due to its
high price per gram

• Distribution- Across USA, Argentina, Canada,
China, Croatia, Czech Republic, India, Italy,
Norway, Poland, United Kingdom, Arab World

Promotion- Oreo
• With the introduction of new product lines
under the Oreo name, the cookie is able to
retain the old customers and target new
customer base of kids. What Oreo is striving to
create is an “Oreo consumer identity,”
allowing the consumers to identify themselves
by which Oreo suits their individual desires
and tastes.

Sales
Costs
Profits
Marketing
Highest Profits
Sunshine Bakeries’ Hydrox cookies, Chips
Cookies
Competition

• Maggi Noodles

• Nestle Maggi Noodles is brand of instant
noodles
• This was launched in India in 1982
• Pioneer in instant noodles- 2minutes

Introduction Stage
• In this stage, Maggi Noodles followed Rapid
Penetration strategy
• It was found by the Maggi family in
Switzerland in 19th century

Growth stage
• Few yrs back it enjoyed around 50% market share in
this segment which was valued at around 250 crores.
• during the 1990s, the sales of Maggi noodles declined, due
to growing popularity of Top Ramen, and other noodles
product
• In order to improve sales ,NIL changed the formulation
of Maggi noodles in 1997.
• However, this proved to be a mistake, as consumers did not
like the taste of the new noodles.
• In March 1999, NIL reintroduced the old formulation of the
noodles, after which thesales revived. Over the years, NIL
also introduced several other products like soups and
cooking aids under the Maggi brand.

strategy
• In latest Campaign Amitabh Bacchhan is
narrating maggi tales of user.
• New variants are launched with feedback from
campaign “Me and MY Maggi”
• Maggi also launched Guess the Taste
Commercial

• Price: Relatively lower prices, to penetrate
deeper and take the biggest of the market
share. Cost plus

customers.
• Distribution- was selective and only covering
the major cities of India.
• Target Segment: Working Women and children
1/29/2015 100IIM Raipur

Sales
Costs
Profits
Market
Low sales
Negative or not very substantial
No competitorsCompetition
1/29/2015 101IIM Raipur

Growth Stage
• In this stage, Maggi Noodles main objective
was to expand in India
1/29/2015 102IIM Raipur

Marketing Strategy
• Product: New Product with frills- features,
packaging, quality
• Price: Price Rationalization
customers.
1/29/2015 103IIM Raipur

Marketing Strategy
• Distribution- expanded the market and now
covering the other cities of India as well.
preferences+ conviction)
1/29/2015 104IIM Raipur

Sales
Costs
Profits
Marketing
Higher sales, growth rate in sales
is very high
Emerging
Pioneers, early adopters, 50%
market share
Top RamenCompetition
1/29/2015 105IIM Raipur

Maturity Stage
• In this stage, Maggi noodles have expanded its
market across India and objective now is to
maximize and defend its market share.
1/29/2015 106IIM Raipur

Marketing Strategy
• Price: Maggi noodles offered Rs 5 onwards
• Distribution- Across India , more intensive
• Promotion: Incentives- Big Promotional Offers
1/29/2015 107IIM Raipur

Sales
Costs
Profits
Marketing
Highest Profits
Tough Rules of Competition for competitors
like Top Ramen
Competition
1/29/2015 108IIM Raipur

Decline Stage:
• Maggi noodles then faced decline stage
1/29/2015 109IIM Raipur

Marketing Strategy
• Product: New products launched but failed
• Price: Price could not be lowered further
• Distribution- Across India, selective
1/29/2015 110IIM Raipur

Sales
Costs
Profits
Market
Forestalling
Loss, CM negative
Laggards
Tough Competition from
competitors
Competition
1/29/2015 111IIM Raipur

Rejuvenation
• Strategy to counter decline: Re-launching
• Maggi Noodles was launched again in 1999.
1/29/2015 112IIM Raipur

Marketing Strategy
• Price: Maggi noodles offered Rs 5 onwards
• Place- Budget allocation is increased for
advertising, new and interesting advertising
campaigns
• Distribution- Across India, more intensive
• Promotion: Incentives- Big Promotional Offers
• Market: Working Bachelors , children
1/29/2015 113IIM Raipur

1/29/2015 114IIM Raipur

• Nintendo WII
1/29/2015 115IIM Raipur

• Nintendo WII released by Nintendo on
November 19 , 2006.
• It’s a home console for video game.
• WII has many advanced features compared to
previous Nintendo consoles.
1/29/2015 118IIM Raipur

• WiiConnect24-enables it to receive messages
and updates through internet even standby
mode.
• Nintendo Wii is the successor of Game Cube.
• In late of 2011, Nintendo reconfigured the
model – Wii Family Edition.
• This edition was not compatible with
Nintendo GameCube.
1/29/2015 119IIM Raipur

Product Life Cycle
• Maturity Stage
1/29/2015 120IIM Raipur

Maturity Stage
Product:
• Motion Sensitivity
• IR Sensors
• Port to allow for a variety of Controller
• Add ons
• Classic controller can also be used for many
WII
1/29/2015 121IIM Raipur

Pricing:
• $250- lower than while XBOX and Play-station
3
• Games cheaper than XBOX and Play-station 3
1/29/2015 122IIM Raipur

• Promotion
• 1.Mass selling
• 2.Uses Intermediaries-GameStop,
Hypermarket , Mall
• 3.Push/Pull Techniques
• Nintendo WII offers a free game and WIFI
connection + updates.
1/29/2015 123IIM Raipur

• Place: Distribution Centers across the globe.
1/29/2015 124IIM Raipur

Sales
Costs
Profits
Marketing
Highest Profits
Tough Rules of Competition for competitors
like XBOX and Play- station 3
Competition
1/29/2015 125IIM Raipur

1/29/2015 126IIM Raipur

• Nokia 6600
1/29/2015 127IIM Raipur

• This product when launched was the premium
product of Nokia
• It build the brand of Nokia
• Most popular brand of Nokia
1/29/2015 129IIM Raipur

Product Life Cycle
• Decline stage
• When Nokia 6600 was in decline stage, Nokia
decided to stop its production
• The product was blocked from production
since 1997
1/29/2015 130IIM Raipur

Marketing Strategy
• Sales- sales were freely falling.
• Market – Market now Laggards, which
comprise of 16% of the market.
• Profit-Loss, Contribution margin=Unit Selling
Price –Unit Variable Cost becomes negative
1/29/2015 131IIM Raipur

Strategy- Nokia
• Strategy of the company: Closure
• Nokia preferred to stop the production of the
product because with price rationalization of
Nokia 6600, within range of 4000-6000 and
with the expandable memory and installation
capacity, it occurred as a threat to the higher
range mobiles of Nokia itself.
1/29/2015 132IIM Raipur

1/29/2015 133IIM Raipur

• KFC
1/29/2015 134IIM Raipur

KFC
• Kentucky Fried Chicken-is chain of fast food
restaurants
• They offer chicken with their special secret
condiments recipe.
• It entered into the market in 1954 in USA.
1/29/2015 136IIM Raipur

Introduction stage
• By early entry into the market, it managed to
have strong name and strong control over the
market.
• They followed Rapid Skimming Strategy.
1/29/2015 137IIM Raipur

• Product: Few basic product without any
initial cost of making the product and also to
take the advantage of being pioneers in fast
food industry
1/29/2015 138IIM Raipur

• Place- Budget allocation was more for door to
door, to attract more and more customers and
prospective franchises of USA
• Distribution- was selective and only to
franchises in USA
• Market: Upper Class
1/29/2015 139IIM Raipur

Sales
Costs
Profits
Market
Low sales
Negative or not very substantial
No competitors in Chicken
Products
Competition
1/29/2015 140IIM Raipur

Growth Stage
• From 1970’s, 1980’s 1990’s , KFC followed an
aggressive strategy of expanding it’s chain
across the world
1/29/2015 141IIM Raipur

Marketing Strategy
• Product: More product with many
initial cost of making the product and also to
take the advantage of being pioneers in fast
food industry
1/29/2015 142IIM Raipur

Marketing Strategy
• Place- Budget allocation was more for door to
door, to attract more and more customers and
prospective franchises of USA and outside USA
• Distribution- was selective and only to
franchises in USA
believability + conviction)
• Market: Upper Class
1/29/2015 143IIM Raipur

Sales
Costs
Profits
Market
Higher sales, growth rate in sales
is very high
Emerging
Competitors like McDonaldsCompetition
1/29/2015 144IIM Raipur

Maturity Stage
• In this stage, KFC has expanded its market
across and outside USA and objective now is
to maximize and defend its market share
1/29/2015 145IIM Raipur

Marketing Strategy
• Product: Product with many
variants/deviants/frills- Chicken wings,
Popcorn Chicken, Veg Burgers, Zing kong box
• Price: KFC rationalized its price to expand its
market
1/29/2015 146IIM Raipur

Marketing Strategy
• Distribution- Across and outside USA
• Promotion: Incentives
1/29/2015 147IIM Raipur

Sales
Costs
Profits
Marketing
Highest Profits
Tough Rules of Competition from competitors
like McDonalds
Competition
1/29/2015 148IIM Raipur

Decline Stage
• KFC reaching decline stage because of too
many competitors. But they added new
features and packages, also new line of
desserts to reintroduce their products and
thus maintained their position
1/29/2015 149IIM Raipur

Sales
Costs
Profits
Market
Forestalling
Loss, CM negative
Laggards
Tough Competition from
competitors
Competition
1/29/2015 150IIM Raipur

Strategy
• After introduction of desserts line like Brownie
Sundae and Crushers, KFC was again able to tap
the market
1/29/2015 151IIM Raipur

Marketing Strategy
• Price: Price rationalized
• Distribution- Across USA and outside USA
• Market: Upper class as well as middle class,
working bachelors
1/29/2015 152IIM Raipur

• Sales: Higher sales, growth rate in sales is very
high
• Costs: Average cost of production/customer
• Profit: Emerging
• Marketing: Pioneers, early adopters, late
adopters , laggards
• Competitions- Competitors like McDonalds,
Subway
1/29/2015 153IIM Raipur

1/29/2015 154IIM Raipur

Cinthol
1/29/2015 155IIM Raipur

Introduction stage
• launched in the year 1952
• Positioned in the Premium soap segment
• Positioned as a masculine brand
1/29/2015 156IIM Raipur

Growth Stage
• Umbrella brand with 3 variant spice, Lime,
Colongne
• Competition from other brands
• Increase in product line
1/29/2015 157IIM Raipur

Current stage
• Late maturity/ Early decline
• Tough Competition from other soap brands
• Sales declining
• Decrease in profit
1/29/2015 158IIM Raipur

Strategy- Cinthol
• Price range Rs 13 to 20
• More Deviant and variant
• Extensive Advertisement
1/29/2015 159IIM Raipur

IPHONE
1/29/2015 160IIM Raipur

iPhone
• Release dates:
– Original: June 29, 2007
– 3G: July 11, 2008
– 3GS: June 19, 2009
– 4: June 24, 2010
– 4s: October 14, 2011
– 5: September 21, 2012
1/29/2015 161IIM Raipur

iPhone
• Price Skimming
– iPhone priced at $599 at launch, but at $399 after
just 4 months of launch
• Releases a phone every year
1/29/2015 162IIM Raipur

iPhone Worldwide Sales
0
5
10
15
20
25
30
35
40
q3 2007 q4 2008 q1 2008 q2 2008 q3 2008 q4 2008 q1 2009 q2 2009 q3 2009 q4 2009 q1 2010 q2 2010 q3 2010 q4 2010 q1 2011 q2 2011 q3 2011 q4 2011 q1 2012 q2 2012 q3 2012 q4 2012
Series1 Poly. (Series1)
1/29/2015 163IIM Raipur

TATA INDICA
1/29/2015 164IIM Raipur

Indica- Evolution
• 1998 - Indica announced
• 2001 - Indica V2
• 2004 - Rejuvenated Indica V2
• 2005 - Indica V2 Turbo Diesel
• 2006 - Indica Xeta
• 2008 - Indica Vista
1/29/2015 165IIM Raipur

Tata Indica- YoY Sales, All India
0
20000
40000
60000
80000
100000
120000
140000
160000
2000 2001 2002 2003 2004 2005 2006 2007 2008
Sales YoY
Sales
1/29/2015 166IIM Raipur

Tata Indica Strategies
• In Growth Stage as of 2008.
1/29/2015 167IIM Raipur

Eternal Sunshine of the Spotless Mind
Movie Released- Mar ‘04
Movie DVD Released –Oct ‘04
1/29/2015 168IIM Raipur

The Bucket List
1/29/2015 169IIM Raipur

Million Dollar Baby
Movie Released- Dec ‘04
Movie DVD Released- Jul ‘05
1/29/2015 170IIM Raipur

The Pursuit of Happyness
Movie Released- Dec ‘06
Movie DVD Released- Nov ‘07
1/29/2015 171IIM Raipur

Pirates of the Carribean: Dead Man’s
Chest
Movie Released- Jul ‘06
Movie DVD Released- Nov ‘06
1/29/2015 172IIM Raipur

THANK YOU
1/29/2015 IIM Raipur 173

Final

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Final

Similar to Final (20)

More from Prateek Singh

More from Prateek Singh (9)

Recently uploaded

Recently uploaded (20)

Final