The document discusses the product life cycle of the iPhone and Apple's marketing strategies. It provides details of iPhone models released since 2007 and their sales growth and popularity over time. It also discusses Apple's strategies like focusing on new apps, products and features on their website and using effective, unique and catchy advertising. The document analyzes how Apple has built a loyal customer base and embraces their elite audience through their marketing campaigns.

1. TOPIC :- PRODUCT LIFE CYCLE AND
MARKETING STRATEGIES
MARKETING MANAGEMENT

2. The period of time over which an item is developed, brought to
market and eventually removed from the market. First, the
idea for a product undergoes research and development. If
the idea is determined to be feasible and potentially profitable,
the product will be produced, marketed and rolled out.
Assuming the product becomes successful; its production will
grow until the product becomes widely available. Eventually,
demand for the product will decline and it will become
obsolete.
Product Life Cycle

3. The product lifecycle stages

4. iPhone is a line of smart phones designed and marketed by Apple Inc. They run
Apple's iOS mobile operating system. The first generation iPhone was released on
June 29, 2007.
The most recent iPhone models are the iPhone 6s and iPhone 6s Plus, which were
unveiled at a special event on September 9, 2015
iPhone-the line of smart phones by Apple
Release date 1st gen iphone: June 29, 2007
iphone 3G: July 11, 2008
iphone 3GS: June 19, 2009
iphone 4: June 24, 2010
iphone 4S: October 14, 2011
iphone 5: September 21, 2012
iphone 5C, 5S: September 20, 2013
iphone 6 / 6 Plus: September 19, 2014
Iphone 6S / 6S Plus: September 25, 2015

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Time
Salesor
Profits
Growth
Maturity
Decline
Introduction
Sales curve
The Concept Phones
Iphone 6s /6s plus
Iphone 5 / 5s and 6/6 plus
Iphone 3 and
iphone 4s
PRODUCT LIFE CYCLE OF iPHONE

6. The results reverse the sales positions that the world's largest smartphone makers
landed in last quarter. According to Gartner research published last month, the iPhone
6's popularity helped Apple pass Samsung to become the world's biggest smartphone
maker in the fourth quarter.
Apple sold 74.8 million iPhones during the fourth quarter of 2014 to achieve its best
quarter ever and give it a 20.4 percent share of worldwide smartphone sales,

7. APPLE’S MARKETING STRATEGIES
•On website: focus on the NEW :- APPLICATIONS,
PRODUCT UPDATES , NEW FEATURES, NEW ITUNES
VERSION.
•Effective advertising : unique , catchy , colourful.
•Informative website: when Iphone will be available ?
Online store: exclusive products.
. Build a Tribe
It’s no secret that Apple has built one of the most hardcore fan bases of any product and of any time.
There’s a reason they’re called “fanboys.”
But who cares, right? Most of the chatter is out of jealousy more than anything, but Apple doesn’t
really care. They know that they serve an elite audience, and rather than back away from that fact,
they embrace it.

8. •Cadbury Dairy Milk-
Cadbury company was founded in 1824 by John Cadbury in Birmingham, UK. Cadbury
co. was entered in Indian market in 1948. Cadbury Dairy Milk was launched in India in 1984.
The Popularity of Dairy Milk is so high in India that Dairy milk alone holds 30% value share of the
Indian chocolate market.
•Cadbury also launched so many flavours under the Brand name Dairy Milk, like Dairy Milk
Shots, DM Silk, DM fruit & Nuts, DM Almonds, DM Crackle etc.

10.  Marketing Strategy—
•Dairy Milk is available in various sizes from 10 gm to premium packs
•Competitive pricing starting from Rs.5.
•The media mix for the campaign comprises TV, outdoor, Internet and radio also.
Cadbury Company also promote the Dairy Milk by several types of Campaign like
•‘Real taste of India’ in 1994
•‘Khane walo ko khaane ka Bahana Chahiye’ in 1998
•‘Pappu Pass Ho gya’ in 2001
•‘Kuch Mitha Ho jaye’ in 2004 which inspire the customer to use Dairy Milk instead of Sweet on
Traditional occations.
•‘Shubh Aarambh’ in 2010
•‘Khane ke Baad kuch Mitha ho jaye’ in 2011
These all the campaigns are very successful but the most popular are ‘Khane ke Baad kuch Mitha
ho jaye’, ‘Pappu Pass Ho gya’, ‘Shubh Aarambh’.
•The most common thing in all the Promotion campaigns is that they all are directly targeted to the
Tradition or culture of Indian people.
In earlier time Dairy Milk make the target Market only to the Kids but now a days it targeted to the
people of all ages by their campaigns

11. Products that Failed in the Indian Market
1. MAGGI DAL ATTA NOODLES with sambar tastemaker
How can anyone expect a maggi product failure? Maggi is the most liked product in
instant noodle category, an all time favourite, loved by all.....
Our favourite 2 minute noodle - maggi - was launched by Nestle in 1982. In 2006 Nestle
India Limited launched Maggi dal atta noodles. But consumers did not liked the taste of
these noodles and it was no longer seen in the Market.

12. Products that Failed in the Indian Market
2. MONACO SMART CHIPS
How many of you remember the tv commercial in which Aamir jumped from one place
to another offering an oversized T-shirt to people eating unhealthy fried chips???
In the ad Aamir bring in a healthy alternative to fried chips - Monaco Smart Chips by
Parle.
But the product got a tepid response from the consumers and it was withdrawn in
August 2011. Parle snacks did not find the customer acceptance like their biscuits do.

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