product life cycle
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04/10/2023 1
PRODUCT LIFE CYCLE
04/10/2023 Product Life Cycle - Competitive Marketing 2
PRESENTED BY
ADITI SHARMA – 184
ADITYA SURESH – 186
AKASH GUPTA – 188
ALANKAR DAS – 190
AMIT ROY - 192
DEEPAK BAJAJ – 202
GOURAB BANERJEE – 206
04/10/2023 Product Life Cycle - Competitive Marketing 3
1 INTRODUCTION2 GROWTH
3 MATURITY 4 DECLINE
1 INTRODUCTION2 GROWTH
3 MATURITY4 DECLINE
CONTENTS
04/10/2023 Product Life Cycle - Competitive Marketing 4
INTRODUCTION GROWTH DECLINE
PRODUCT LIFE CYCLE
MATURITY
5
MARUTI 800
04/10/2023 Product Life Cycle - Competitive Marketing 6
COMPANY PROFILE
TYPE : PUBLIC COMPANY
FOUNDED : 1981
HEADQUARTERS : NEW DELHI, INDIA
KEY PEOPLE :RC BHARGAVA ( CHAIRMAN ), KENICHI AYUKAVA ( CEO )
REVENUE : $369.34 BILLION
04/10/2023 Product Life Cycle - Competitive Marketing 7
Took 2 years for Maruti & Suzuki to sign the dotted line
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
SCENARIO INTRODUCTION STAGE ( 1983 – 1986 )
04/10/2023 Product Life Cycle - Competitive Marketing 8
MARUTI 800
PRODUCTS
04/10/2023 Product Life Cycle - Competitive Marketing 9
Engine 796cc
Power 39bhp
Car weight 600kg
Mileage 18.2 kmpl
Capacity 4 person
PRODUCT SPECIFICATION
04/10/2023 Product Life Cycle - Competitive Marketing 10
Pricing strategy
Ex-Showroom 47500
On Road 52500
PRICE
SLOW SKIMMING
04/10/2023 Product Life Cycle - Competitive Marketing 11
1. Keys handed over to the first owner Harpal Singh by the then PM Mrs. Indira Gandhi
2. “People’s Car” : Sanjay Gandhi
PROMOTION
“SMALL IS BEAUTIFUL”
04/10/2023 Product Life Cycle - Competitive Marketing 12
NEWSPAPER ADS
04/10/2023 Product Life Cycle - Competitive Marketing 13
TV COMMERCIAL
04/10/2023 Product Life Cycle - Competitive Marketing 14
Consumers
Dealers/Distributors
Assembly Unit (Gurgaon)
DISTRIBUTION
04/10/2023 Product Life Cycle - Competitive Marketing 15
Expectations from people matched product promise
Production of 65% components in India by 1991
Liberalization of Indian economy
New opportunities opened
Objective to increase the market shares
A lot of 500 units exported to Hungary
GROWTH STAGE ( 1987 – 1996 )
04/10/2023 Product Life Cycle - Competitive Marketing 16
SALES
1983
1987
1989
1996
25000 75000 125000 1750001983 1987 1989 1996
Unit sold 852 20269 63736 189061
Unit sold
04/10/2023 Product Life Cycle - Competitive Marketing 17
PRODUCT VARIANTS
MARUTI 800 AC UNIQ MARUTI- BASIC MODEL
04/10/2023 Product Life Cycle - Competitive Marketing 18
Air-Conditioning variant
Music System
Maruti 1000, the first
contemporary sedan unleashed
PRODUCT SPECIFICATION
04/10/2023 Product Life Cycle - Competitive Marketing 19
47500 1500062500
+Taxes
PRICE
04/10/2023 Product Life Cycle - Competitive Marketing 20
“CHANGE YOUR LIFE”
Occasional discounts given by the dealers
PROMOTION
04/10/2023 Product Life Cycle - Competitive Marketing 21
PRINT MEDIA ADS
04/10/2023 Product Life Cycle - Competitive Marketing 22
TV COMMERCIAL
• Video\Maruti Suzuki 800-Change Your Life Commercial - YouTube_2.FLV
04/10/2023 Product Life Cycle - Competitive Marketing 23
DISTRIBUTION
Consumers
Dealers/Distributors
Assembly Unit (Gurgaon)
04/10/2023 Product Life Cycle - Competitive Marketing 24
Sales touched 200,000 mark in 1999
Entry of competitors like General motors, Ford, Tata
40 million two wheeler owners targeted
Repositioning of Maruti Products
New soft edged jelly bean shape introduced in 1997
Maruti 800 s carburetor with fuel ′injection
MATURITY STAGE ( 1997 – 2002 )
04/10/2023 Product Life Cycle - Competitive Marketing 25
PRODUCT VARIANTS
MARUTI 800 EX MARUTI 800 DUO
04/10/2023 Product Life Cycle - Competitive Marketing 26
Shock Absorbers
Gas charged
Suspension Coil Spring based
MARUTI 800 EX
04/10/2023 Product Life Cycle - Competitive Marketing 27
1. Air conditioned
2. Green tinted glass
3. Front bucket seats with larger armrests
4. Vanity mirror for co-driver
MARUTI 800 DUO
04/10/2023 Product Life Cycle - Competitive Marketing 28
1.Slashed its prices
2.Insurance offered for Re. 1 only
3.Service network of Maruti covered 1314 cities
PROMOTION
04/10/2023 Product Life Cycle - Competitive Marketing 29
1. 250 customer service outlets along 20 highway routes
2. Pick and drop service facility for servicing
3. Express Service to ensure minimum time consumption
SERVICE
04/10/2023 Product Life Cycle - Competitive Marketing 30
MARUTI SERVICE STATION
04/10/2023 Product Life Cycle - Competitive Marketing 31
ADVERTISEMENT
04/10/2023 Product Life Cycle - Competitive Marketing 32
PRODUCT WEBSITE
04/10/2023 Product Life Cycle - Competitive Marketing 33
Video\Maruti 800 DUO LPG TV Commercial (2008) - YouTube.FLV
TVC
04/10/2023 Product Life Cycle - Competitive Marketing 34
Consumers
Dealers/Distributors
Assembly Unit (Gurgaon)
DISTRIBUTION
04/10/2023 Product Life Cycle - Competitive Marketing 35
1. Heavy Competition from Alto, i10, Spark etc.
2. Drastic decrease in sales
3. Just 1288 units sold in 2008-2009.
4. Withdrawn from 13 cities including metros
5. Repositioned to Alto 800
DECLINE STAGE ( 2003 – UPTO NOW)
04/10/2023 Product Life Cycle - Competitive Marketing 36
YEAR 2000 YEAR 2001 YEAR 2002 YEAR 20040
50000
100000
150000
200000
250000
SALES
SALES
SALES
04/10/2023 Product Life Cycle - Competitive Marketing 37
A response to increasing market of Matiz
LPG & CNG variable
Face-lift to grille
Halogen headlamps
Stylish tail-lamps
PRODUCT VARIANTS
04/10/2023 Product Life Cycle - Competitive Marketing 38
1. A response to Hyundai Santro
2. Outsold by Maruti 800 itself initially
3. Forced roll back of Maruti-800 EX to 4-speed gearbox
MARUTI SUZUKI ALTO
04/10/2023 Product Life Cycle - Competitive Marketing 39
RS 1,93,000+TAX
PRICE
04/10/2023 Product Life Cycle - Competitive Marketing 40
New technology/engine not to be infused to meet BS IV norms
Sale stopped in 13 cities including the 4 metros
Selling continued in semi-urban and rural areas
PHASE – OUT,APRIL 2010
04/10/2023 Product Life Cycle - Competitive Marketing 41
1.2599 Offer” Consumers can buy Maruti by paying EMIs of 2599 for 7 year
2.Dealers offered exchange/loyalty bonus upto Rs. 10000/-
3.Cash discount upto Rs. 25000/- offered
PROMOTION OF MARUTI ALTO
04/10/2023 Product Life Cycle - Competitive Marketing 42
MARUTI TRUE VALUE
04/10/2023 Product Life Cycle - Competitive Marketing 43
ADVERTISEMENT
04/10/2023 Product Life Cycle - Competitive Marketing 44
Consumers
Dealers/Distributors
Assembly Unit (Gurgaon)
DISTRIBUTION
04/10/2023 Product Life Cycle - Competitive Marketing 45
CONTACT
04/10/2023 Product Life Cycle - Competitive Marketing 46
04/10/2023 Product Life Cycle - Competitive Marketing 47
04/10/2023 Product Life Cycle - Competitive Marketing 48
a
NOKIA
04/10/2023 Product Life Cycle - Competitive Marketing 50
Nokia Corporation is a Finland based multinational company
Headquarter -- Espoo, Finland
CEO – Stephen Elop
Founder – Fredrik Idestam 1865
Nokia started as a pulp, rubber & cable manufacturer
COMPANY PROFILE
04/10/2023 Product Life Cycle - Competitive Marketing 51
04/10/2023 Product Life Cycle - Competitive Marketing 52
1.Focused on handset manufacture only
2.Enhanced product portfolio
3.Large distribution channels
4.Adjust preferences for specific markets
5.Customer satisfaction
6.Focused on replacement
7.Increased commitment to emerging market
MARKETING STRATEGIES OF NOKIA
04/10/2023 Product Life Cycle - Competitive Marketing
Time
Sale
s or
Pr
ofits
Growth
Maturity
Decline
Introduction
Sales curve
The Concept Phones
Nokia E- series
Nokia Symbian & N- Series
Nokia Windows & Symbian phones
PRODUCT LIFE CYCLE OF NOKIA
50
04/10/2023 Product Life Cycle - Competitive Marketing
Lifecycle …• Globally Nokia’s market is at Decline due to shift from
Symbian to Windows phone devices
Globally & in India Placed Here
Rs.
Time
Product life cycle
54
04/10/2023 Product Life Cycle - Competitive Marketing 55
INTRODUCTION STAGE ( 1995 – 2002)
NOKIA 2110
04/10/2023 Product Life Cycle - Competitive Marketing 56
PRODUCT
1. Entered India in 19952. Launched very few models due to lesser demand & innovation3. Sold both GSM & CDMA phones4. Launched 1st model Nokia 2110 with Nokia tune5. 2110 was 1st model capable of sending/receiving sms6.Competed with the then market leader ‘Motorola’
04/10/2023 57
General 2G Network GSM 900
Announced 1995
Status Discontinued
Weight 236g
Display Type Monochrome graphic
Loudspeaker No
3.5mm jack - No
Phonebook SIM card + 125 entries
Call records 10 dialed, 10 received, 10 missed calls
Data GPRS No
Bluetooth No
Features Messaging SMS
Radio No
Clock No
Alarm No
Games No
GPS No
Java No Battery NiMH 550 mAh battery
Talk time 2 h 40 min
Nokia 2110
04/10/2023 Product Life Cycle - Competitive Marketing 58
1. Followed ‘Price Skimming’ strategy
2. Launched Nokia 2110 at Rs. 22000 (approx.)
3.Launched phones in the range of Rs. 15000 to 25000
PRICEa
04/10/2023 Product Life Cycle - Competitive Marketing 59
1. Rarely followed any discounting policy
2. Offered a good amount of backend profit to retailers
3. Mobility factor of mobiles attracted customers without any promotional scheme
PROMOTIONa
04/10/2023 Product Life Cycle - Competitive Marketing 60
• High-end models imported from China & low-end models manufactured in Chennai’s plant• Manufactured/Imported mobiles stored in
Gurgaon’s mother warehouse• HCL India is distributor for Nokia India Pvt.
Ltd. for North & East India• For West & South India, Nokia has its own
distribution channel• HCL India supplied these mobiles to state
level distributors like BSB Marketing, A.G. comm. etc.• Many places HCL India directly supplied these
phones to retailers
PLACEa
61
China/ChennaiGurgaon’s
mother warehouse
HCL India warehouse
Sub-distributors (BSB Marketing-
South Delhi)
Nokia Priority Dealers/Organ
ised retailCustomers
04/10/2023 Product Life Cycle - Competitive Marketing
PLACE
04/10/2023 Product Life Cycle - Competitive Marketing 62
GROWTH STAGE ( 2003 – 2009 )a
63
Launched phones without external antenna
Had better features like games, alarm, ergonomic keypad, display etc.
Models like Nokia 3310/3315 marked beginning of growth stage
Launched models like N95 to compete with Apple’s i-phone
04/10/2023 Product Life Cycle - Competitive Marketing
PRODUCTa
64
General 2G Network GSM 900 / 1800
Announced 2000
Display Type Monochrome graphic
Loudspeaker No
Phonebook SIM only
Call records 8 dialed, 8 received, 8 missed calls
Bluetooth No
Features Messaging SMS
Clock Yes
Alarm Yes
Games 4 ( Snake II, Pairs II, Space Impact, Bantumi ) GPS No
Java No
Colors User exchangeable front and back covers
- Predictive text input
- Calculator
- Voice Dial
- Profiles
- Currency converter
Battery NiMH 900 mAh battery
Talk time 2 h 30 min to 4 h 30
NOKIA 3310
Features :
Slider Phone
3G
Wi-Fi (WLAN)
Radio
MP3 Player
Video Record
Loudspeaker/Speakerphone
Bluetooth
Camera 5 Mega pixel
Video Record.NOKIA N95 8GB
FEW POPULAR N-SERIES MODELS OF NOKIA
04/10/2023 Product Life Cycle - Competitive Marketing 65
Features:
Bluetooth
Radio
Camera 3 Mega pixel
3G
Video Record
Loudspeaker/Speakerphone
MP3 Player
Navi-keyNOKIA N73
04/10/2023 Product Life Cycle - Competitive Marketing 66
Features:
Camera 5 Mega pixel
Video Record
Wi-Fi (WLAN)
Bluetooth
Radio.
Xenon flashNOKIA N82
04/10/2023 Product Life Cycle - Competitive Marketing 67
Features:
3.5 mm jack
Wi-Fi (WLAN)
MP3 Player
Radio
Loudspeaker/Speakerphone
Bluetooth
4/8 Gb hard disk
Camera 2 Mega pixel.NOKIA N91 4/8GB
04/10/2023 Product Life Cycle - Competitive Marketing 68
6904/10/2023 Product Life Cycle - Competitive Marketing
PRICEa
1. Followed ‘Price skimming’ strategy in beginning of ‘growth stage’
2. Launch price of 3310 was approx. Rs. 21000/-
3. As profits & popularity increased prices were slashed to Rs. 5000/- in 2003 for popular models like 3310
4. Later-on in coming years, Nokia adopted ‘Price penetration’ strategy
70
LIST OF PRICE POPULAR MODELS IN 2007MODEL PRICE
Nokia N95 8GB Rs.33000
Nokia N82 Rs.22500
Nokia N78 Rs.20000
Nokia N81 8GB Rs.17500
Nokia N77 Rs.15000
Nokia N76 Rs.18500
Nokia N73 Music Edition Rs.16000
Nokia N73 Rs.15000
04/10/2023 Product Life Cycle - Competitive Marketing
71
1. Post-paid connections were given free with select Nokia models
2. Person owning ‘pager’, who purchased Nokia phones were given discount on post-paid tariffs
3.Dealers & retailers got a large amount of ‘backend profit’ to increase the sales & drive growth
04/10/2023 Product Life Cycle - Competitive Marketing
PROMOTIONa
72
China/ChennaiGurgaon’s
mother warehouse
HCL India warehouse
Sub-distributors (BSB Marketing-
South Delhi)
Nokia Priority Dealers/Organ
ised retailCustomers
04/10/2023 Product Life Cycle - Competitive Marketing
PLACEa
73
2001 2002 2003 2004 2005 2006 2007 2008 20090
10000
20000
30000
40000
50000
60000
31191 30016 29455 29267
34191
41121
51058 50710
40984
3362 4780 5011 4330 4639 54887985
49661197
2200 3381 3592 3207 3616 43067205
3988891
NOKIANet Sales Linear (Net Sales) Operating Profit Net Profit
YEARS
EURO
(mill
ion)
04/10/2023 Product Life Cycle - Competitive Marketing
SALES FIGURE ( 2001 – 2009 )a
74
GRAPHICAL REPRESENTATION
2001 2002 2003 2004 2005 2006 2007 2008 20090
10000
20000
30000
40000
50000
60000
31191 30016 2945529267
34191
41121
51058 50710
40984
3362 4780 5011 4330 4639 54887985
4966
11972200 3381 3592 3207 3616 43067205
3988891
NOKIANet Sales Operating Profit Net Profit
YEARS
EURO
(Mill
ion)
7504/10/2023 Product Life Cycle - Competitive Marketing
MATURITY STAGE ( 2009 – 2011 ) a
76
Launched a lot of touch screen models
Launched 1st Maemo 5 OS phone N-900
Launched Qwerty+touch model N-97
Focussed on E-series phones to compete with Blackberry
04/10/2023 Product Life Cycle - Competitive Marketing
PRODUCT a
04/10/2023
General 2G Network GSM 850 / 900 / 1800 / 1900
3G Network HSDPA 850 / 900 / 1700 / 1900 / 2100
Status Available. Released 2010, October
Display Type AMOLED capacitive touchscreen, 16M colors
Multitouch Yes
Loudspeaker Yes
Memory Card slot microSD, up to 32 GB
Internal 16 GB storage, 256 MB RAM, 512 MB ROM
Speed HSDPA, 10.2 Mbps; HSUPA, 2.0 Mbps
WLAN Wi-Fi 802.11 b/g/n, UPnP technology
Bluetooth Yes, v3.0 with A2DP
USB Yes, microUSB v2.0, USB On-the-go
Camera Primary 12 MP, 4000x3000 pixels, Carl Zeiss optics, autofocus, Xenon flash,
Video Yes, 720p@25fps (720p@30fps via an update), check quality
Secondary VGA videocall camera
Features OS Symbian^3 OS, upgradable to Nokia Belle Refresh
CPU 680 MHz ARM 11
Colors Dark Grey, Silver White, Green, Blue, Orange, Pink, Bronze
- Anodized aluminium
Battery Non-removable Li-Ion 1200 mAh battery
NOKIA N8
77
04/10/2023 Product Life Cycle - Competitive Marketing 78
Followed ‘Price penetration’ strategy to sustain growing competition
Launched models ranging from Rs. 1000 to Rs. 30000
Frequently reduced prices of popular & low end models to compete with Micromax, Samsung, LG, etc.
PRICE
04/10/2023 Product Life Cycle - Competitive Marketing 79
1.During 2007, 15,000 ton packaging material has been saved by using smaller packaging
2. Nokia have reduced amount of printed material inside the box
3. In 2007 Nokia began to increase level of recycled content
Packaging is important because it protects products as they make their way from factory to customers
Attractive, Good & Secure packing
PACKAGINGa
04/10/2023 Product Life Cycle - Competitive Marketing 80
PROMOTION
1. Offered combo discount on purchase of Nokia bluetooth stereo headset with N8.
2. Offered Sennheiser music headset free with select models
3. During festive occasions Reebok wrist watches, sunglasses, t-shirts & sling bag were also given as gift with select models
4. Scratch cards were given to customers to make them avail instant discount
81
China/ChennaiGurgaon’s
mother warehouse
HCL India warehouse
Sub-distributors (BSB Marketing-
South Delhi)
Nokia Priority Dealers/Organ
ised retailCustomers
04/10/2023 Product Life Cycle - Competitive Marketing
PLACEa
82
q
04/10/2023 Product Life Cycle - Competitive Marketing
DECLINE STAGE ( 2011 Q3 – PRESENT )
04/10/2023 Product Life Cycle - Competitive Marketing 83
Upgraded its Symbian OS with ‘3’ & ‘Belle’
Shifted focus on Windows as its main OS
Launched 1st Windows phone, Lumia 800
Used Symbian only in low end models
PRODUCTa
84
a
General 2G Network GSM 850 / 900 / 1800 / 1900
3G Network HSDPA 850 / 900 / 1900 / 2100 - RM-819
HSDPA 900 / 1900 / 2100 - RM-801 CV
Announced a 2011, October
Status Available. Released 2011, November
Display Type AMOLED capacitive touchscreen, 16M colors
Size 480 x 800 pixels, 3.7 inches (~252 ppi pixel density
3.5mm jack Yes
Memory Card slot No
Internal 16 GB storage, 512 MB RAM
Data GPRS Class 33
EDGE Class 33
Speed HSDPA 14.4 Mbps, HSUPA 5.76 Mbps
WLAN Wi-Fi 802.11 b/g/n
Bluetooth Yes, v2.1 with A2DP, EDR
USB Yes, microUSB v2.0
Camera Primary 8 MP, 3264x2448 pixels, Carl Zeiss optics, autofocus, dual-LED flashSecondary No
Features OS Microsoft Windows Phone 7.5 Mango, upgradable to v7.8
Chipset Qualcomm MSM8255 Snapdragon
CPU 1.4 GHz Scorpion
NOKIA LUMIA 800
04/10/2023 Product Life Cycle - Competitive Marketing 85
a
PRICE
1. Price penetration strategy was continued as company’s profits declined due to cut-throat competition from Samsung & local players like Micromax
2. Had phones ranging from Rs. 1000 to Rs. 30000
3. Reduction in price also lead to deterioration in quality
04/10/2023 Product Life Cycle - Competitive Marketing 86
PROMOTION
1. Companies distributed freebies like wrist watches & t-shirts with Lumia logo engrossed
2. During festive occasions Reebok wrist watches, sunglasses, t-shirts & sling bag were also given as gift with select models
3. Top 3 performing stores from each zone were selected for foreign trip organized by Nokia free of cost
4. Retailers were encouraged to sell Lumia phones by offering them more incentives on sale
04/10/2023 Product Life Cycle - Competitive Marketing 87
China/ChennaiGurgaon’s
mother warehouse
HCL India warehouse
Sub-distributors (BSB Marketing-
South Delhi)
Nokia Priority Dealers/Organ
ised retailCustomers
PLACEa
88
SALES FIGURE FROM 2009 TO 2012
2009 2010 2011 2012
-10000
0
10000
20000
30000
40000
50000
4098442446
38659
30176
1197 2070-1073
-2303
891 1850
-1164-3106
NOKIANet Sales Linear (Net Sales) Operating Profit/Loss Net Profit/Loss
YEARS
EURO
(mill
ion)
NOKIA MOVING TOWARDS GROWTH IN Q4-’12
2011 2011 2011 2011 2012 2012 2012 2012Q1 – Q2 – Q3 – Q4 – Q1 – Q2 – Q3 – Q4 –
-2000
0
2000
4000
6000
8000
10000
12000
10400
9275 8980
10005
7354 7542 7239
8041
704
-487
-71
-954-1340
-826 -576
439
NOKIANet sales Linear (Net sales) Operating profit/loss
YEARS
EURO
(mill
ion)
89
04/10/2023 Product Life Cycle - Competitive Marketing 90
04/10/2023 Product Life Cycle - Competitive Marketing 91
CONTACT
MARKETING RESEARCH 92
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