The document discusses the product life cycle of fast moving consumer goods (FMCG). It describes how products go through different stages over time - introduction, growth, maturity, and decline. In the introduction stage, a new product is launched with high costs, limited distribution, and low profits. The growth stage sees increasing sales and profits as costs decrease. Maturity brings slower sales growth but continued cost reductions. Finally, the decline stage has falling sales and profits as consumers switch to other products. To maximize profits over a product's lifespan, companies must implement different marketing strategies tailored to each life cycle stage.

1. UNIVERSITY OF SCIENCE AND TECHNOLOGY CHITTAGONG
FACULTY OF BUSINESS ADMINISTRATION
PRESENTATION ON
MARKETING MANAGEMENT
PRESENTED BY
MD. EMON PATWARY
ID NO. 1434
FBA, USTC
PRESENTED TO
MRS. AFIYA SULTANA
ASST. PROF.
FBA, USTC

2. PRODUCT LIFE CYCLE OF
FAST
MOVING
CONSUMER
GOODS

3. PRODUCT LIFE CYCLE OF FAST MOVING CONSUMER GOODS
INTRODUCTION
CONCEPT OF PRODUCT LIFE CYCLE
IMPORTANCE OF PRODUCT LIFE CYCLE
GRAPHICAL REPRESENTATION OF PRODUCT LIFE CYCLE
STAGES OF PRODUCT LIFE CYCLE
INTRODUCTION
GROWTH
MATURITY
DICLINE
PRODUCT LIFE CYCLE OF FAST MOVING CONSUMER GOODS
CONCEPT OF FAST MOVING CONSUMER GOODS
LIFE CYCLE STAGES OF FMCG PRODUCTS
CONCLUSION

4. DECLINE INTRODUCTION
INTRODUCTION
Describe Through WhichThe Cycle Products GoesThe Period
of Time

5. IMPORTANCE OF PRODUCT LIFE CYCLE
Company’s Positioning & Differentiation
Strategy Change With the Change of
Product, Market and Competitors in the
PLC
Planning & Controlling
Advertising Strategy
Targeting & Positioning

6. GRAPHICAL REPRESENTATION OF PLC

7. STAGES OF PRODUCT LIFE CYCLE
INTRODUCTION STAGE GROWTH STAGE
Where a New Product is
Launched Into a Market
High Cost Of Production
No Profit, Sometime Losses
 Market Has Accepted The Product
 Sales Begin To Increase
 Increasing Competition
 Lower Prices
 Costs are Reduced

8. STAGES OF PRODUCT LIFE CYCLE
MATURITY STAGE DICLINE STAGE
Increased Market Share
Continued Reduction Cost
Slow Down Sales
Terminal Stage
Falling Sales and Profits
Cheaper Production

9. Products That Are Sold
Quickly and at Relatively
Low Cost.
FAST MOVING CONSUMER GOODS
FMCG Companies, such as
Unilever, Procter & Gamble
and GSK, Create and
Distribute Products that are
Bought by Consumers
Frequently

10. PRODUCT LIFE CYCLE OF FMCG

11. PRODUCT LIFE CYCLE OF FMCG

12. PRODUCT LIFE CYCLE OF FMCGIntroduction
 Branding and Quality level Establisher
 Limited Distribution
 High Price
 Need Huge Advertisement
 High Marketing & Production Cost
 Low Profit Margin

13. PRODUCT LIFE CYCLE OF FMCGGrowth
 Sales Increase
 Quality Improved Gradually
 Production Cost Decrease
 Profits Increase
 Entrance of Competitor

14. PRODUCT LIFE CYCLE OF FMCGMaturity
 Declining Sales Growth
 Continued Reduction in Costs
 Increased Market Share Through
Differentiation
 Lowest production Cost
 Price & Profits Falls

15. PRODUCT LIFE CYCLE OF FMCGDecline
 Long Run Drop Sales
 Price of the Product Increases
 Consumers Tend to Buy Other Products
 Falling Sale and Profits

16. PLC stages explain the changes in
sales and profitability of products
over their lifespan.
CONCLUSION
To improve profitability and market
positions, product managers need to
use appropriate strategies for
each life cycle stage.