Product Life cycle and Marketing Strategy

1. PRODUCT LIFE
CYCLE AND
MARKETING
STRATEGY
(CHANDRIKA, BAJAJ AND SURF)
PRESENTED BY: JIBY VARGHESE
S2 MBA
MAR ATHANIOUS COLLEGE FOR
ADVANCE STUDIES ( MACFAST),
Thiruvalla, Kerala
MARKETING MANAGEMENT
SHORT TERM PROJECT, BATCH
2017-19

2. PRODUCT LIFE CYCLE (PLC)
1. The product life cycle is an important concept in marketing.
2. It describes the stages the market goes through from its start to its end.
3. Not all products reach this final stage.
4. It is a systematic flow of Rise and Fall.

3. PRODUCT EXTENSION
STRATEGY
o Try to sell the product in different markets.
o Make small changes in the color, design or packaging
o Start a new advertising campaign.
o Add more retail outlets to boost sales.

4. MARKETING STRATEGY OF
CHANDRIKA
1. Positioned as a traditional Ayurveda soap gifted by nature
2. The brand changed the shape and packaging from rectangular to oval shaped.
3. It took new forms to attract younger generation:- Natural & Exotic
4. Differentiation with other soaps containing:-
Orange oil
Patchouli
Cinnamon Leaf
Wild Ginger
Sandalwood Oil
Lime Peel
Coconut Oil

5. MARKETING STRATEGY OF
BAJAJ
1. To have a local R&D
2. Strong Industry Relationships
3. Catering all segments
4. Customer Services

6. MARKETING STRATEGY OF
SURF
1. Launched in the year 2002:- Detergent Powder only for Washing
Machine as “Surf Excel Matic”. Launched in two Variants:- Front
Load and Top Load.
2. The global brand communication as “Dirt is Good” which allowed
people to have trust in the product to use it.
3. The latest campaign is the continuation and encourages the value
of righteousness and communicates the need to stand up for what
is right and used the theme of non-violence.

7. THANK
YOU