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Product Life Cycle- Stages and Strategies

Vikas 12PGP050Komal 12PGP

Prateek 12PGP110Srishti 12PGP043Sourav 12PGP042

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PLC- Overview• Every product has a life in a market.• Tenure of the life is uncertain.• Stages in PLC:

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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

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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.

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Time

ProductDevelop-

ment

Introduction

Profits

Sales

Growth Maturity Decline

Losses/Investments ($)

Sales andProfits ($)

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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

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• Product: Basic• Distribution: Selective

Introductory

Growth

Maturity

Decline

Pric

e

AD

AS

HIGH LOW

HIGH Rapid Skimming Rapid Penetration

LOW Slow Skimming Slow Penetration

Pricing

Promotion

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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.

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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.

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Rapid Penetration Strategy

• New Product launched at low price with high promotion.• Helps to achieve:• Fastest market penetration.• Largest market share.• This strategy is used under following conditions

– 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

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Slow Penetration Strategy

• New Product launched at low price with low promotion.

• Low price encourages rapid product acceptance,• Low promotion cost helps retain profits.• This strategy is used under following conditions

– 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.

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• Sales rising exponentially• Sales limited by production

Capacity.

• Profit increasing.• “Sales Pull”• Product

Introductory

Growth

Maturity

Decline

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

Marketing ObjectivesMarketing Objectives

Rapidly rising sales

Average cost per customer

Rising profits

Maximize market share

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ProductProduct

PricePrice

Offer product extensions, service, warranty

Price to penetrate market

DistributionDistribution Build intensive distribution

AdvertisingAdvertising Build awareness and interest in the mass market

Introductory Growth Maturity Decline

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits


Peak sales

Low cost per customer

High profits

Maximize profit while defending

market share

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ProductProduct

PricePrice

Diversify brand and models

Price to match or best competitors

DistributionDistribution Build more intensive distribution

AdvertisingAdvertising Stress brand differences and benefits

Introductory

Growth

Maturity

Decline

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits


Declining sales


Declining profits

Reduce expenditure and milk the brand

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Introductory

Growth

Maturity

Decline

ProductProduct

PricePrice

Phase out weak itemsPhase out weak items

Cut priceCut price

DistributionDistribution Go selective: phase out unprofitable outlets

Go selective: phase out unprofitable outlets

AdvertisingAdvertising Reduce to level needed to retain

hard-core loyal customers

Reduce to level needed to retain

hard-core loyal customers

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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).

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PLC Variant- FashionFashion 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.

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PLC Variant- FadFads 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.

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CASE LETS ON DIFFERENT MARKETING STRATEGIES

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Maruti 800

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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

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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

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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.

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Marketing Strategy Used in Growth Stage

• Maruti 800 came up with new feature like AC version and music system

• First export began in 1987

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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

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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

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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 units

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Marketing Strategy In Decline Stage

• Stopped the production of Maruti 800• Launched the new model maruti Alto 800 as

replacement of maruti 800

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Product Life Cycle of Hero Honda CBZ

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Introduction Stage

• Hero Honda CBZ was launched in early 1999 by Hero Honda Motors Ltd

• It was the first sports oriented 4-stroke bike

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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.

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Market Break-up

51%26%

11%

3%3%

Sales

Hero HondaBajajYamhaTVSOTHERS

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

with competition.

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Product Life Cycle of Tata Nano

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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

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Growth Stage

• Nano is available in tree model ( Nano Basic, Nano CX and Nano LX)

• Sale of Nano in June 2011 approximately 6515

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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.

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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

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PLC Stage

• Introduced in 2011• Growth stage• Increasing sale

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Target market & Strategies- Lumia

• Targeted for Heightened market

• Rapid skimming strategy

• High promotion

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Sony Bravia

• Facility of HD input

• Different Deviant from size range 56cms to 140 cms

• Price range Available from Rs 15900

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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

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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.

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Strategy

• Concentration Strategy by targeting specific group

• Differentiation strategy by offering unique value preposition

• Rapid skimming Strategy

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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

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PLC Stage

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

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Target Market

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

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Strategy

• High premium• Rapid Skimming

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Surf Excel

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

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Product range

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Price chart

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PLC Stage

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

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Strategy

• An emotional appeal by statement “Dag achhe hain” (dirt is good)

• Extensive advertisement• Rational price • lot of Variant and deviant according to need

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• LUX

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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

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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.

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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

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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.

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• 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.

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

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketMarket

Low sales

Higher cost per customer

Negative or not very substabtial

Pioneers, early adopters

No competitorsCompetitionCompetition

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Growth stage

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

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Marketing Strategy


• Price: Price Rationalization• Place- Budget allocation was more for

advertising, to attract more and more customers.

• Distribution- expanded the market and now covering the other cities of India as well.

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Marketing Strategy

• Promotion: Affectation Realm (liking + preferences+ conviction)

• Market: Pioneers, early adopters

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketMarket

Higher sales, growth rate in sales is very high


Emerging


NegligibleCompetitionCompetition

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Maturity Stage

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

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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

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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

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketingMarketing

Peak Sales, growth rate of sales=0


Highest Profits

maintenance marketing

CINTHOL, FAIRGLOW,SANTOOR, CHANDRIKA, FIAMA DI WILLS and VIVEL

CompetitionCompetition

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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.

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• 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 :

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• 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.

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Marketing Strategy

• Price: Lux increased its prices to maximize the profit


• Distribution- Across India • Promotion: Reduction in expenditures

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketingMarketing

Forestalling


Loss, CM negative

Reduction in expenditures

CINTHOL, FAIRGLOW,SANTOOR, CHANDRIKA, FIAMA DI WILLS and VIVEL


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Product Life Cycle Graph

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• Oreo

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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.

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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.

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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,

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• 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.

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Marketing Strategy

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

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

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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.

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketingMarketing



Highest Profits


Sunshine Bakeries’ Hydrox cookies, Chips Cookies


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• Maggi Noodles

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• Nestle Maggi Noodles is brand of instant noodles

• This was launched in India in 1982 • Pioneer in instant noodles- 2minutes

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Introduction Stage

• In this stage, Maggi Noodles followed Rapid Penetration strategy

• It was found by the Maggi family in Switzerland in 19th century

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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.

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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

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

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• 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 Segment: Working Women and children

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketMarket

Low sales


Negative or not very substantial


No competitorsCompetitionCompetition

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Growth Stage

• In this stage, Maggi Noodles main objective was to expand in India

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Marketing Strategy

• Product: New Product with frills- features, packaging, quality

• Price: Price Rationalization• Place- Budget allocation was more for

advertising, to attract more and more customers.

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Marketing Strategy

• Distribution- expanded the market and now covering the other cities of India as well.

• Promotion: Affectation Realm (liking + preferences+ conviction)

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketingMarketing



Emerging

Pioneers, early adopters, 50% market share

Top RamenCompetitionCompetition

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Maturity Stage

• In this stage, Maggi noodles have expanded its market across India and objective now is to maximize and defend its market share.

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Marketing Strategy

• Price: Maggi noodles offered Rs 5 onwards• Place- Budget allocation is reduced for

advertising, because of the brand awareness in the minds of customers.

• Distribution- Across India , more intensive• Promotion: Incentives- Big Promotional Offers

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketingMarketing



Highest Profits


Tough Rules of Competition for competitors like Top Ramen


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Decline Stage:

• Maggi noodles then faced decline stage

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Marketing Strategy

• Product: New products launched but failed• Price: Price could not be lowered further• Place- Budget allocation is reduced for


• Distribution- Across India, selective• Promotion: Reduction in expenditures

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketMarket

Forestalling


Loss, CM negative

Laggards

Tough Competition from competitors


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Rejuvenation

• Strategy to counter decline: Re-launching • Maggi Noodles was launched again in 1999.

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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

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• Nintendo WII

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• 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.

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• 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.

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Product Life Cycle

• Maturity Stage

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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

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Pricing:• $250- lower than while XBOX and Play-station

3• Games cheaper than XBOX and Play-station 3

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• Promotion• 1.Mass selling• 2.Uses Intermediaries-GameStop,

Hypermarket , Mall• 3.Push/Pull Techniques

• Nintendo WII offers a free game and WIFI connection + updates.

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• Place: Distribution Centers across the globe.

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketingMarketing



Highest Profits


Tough Rules of Competition for competitors like XBOX and Play- station 3


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• Nokia 6600

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• This product when launched was the premium product of Nokia• It build the brand of Nokia• Most popular brand of Nokia

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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

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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

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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.

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• KFC

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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.

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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.

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• Product: Few basic product without any variants/deviants/frills

• Price: Relatively higher prices, to recover their initial cost of making the product and also to take the advantage of being pioneers in fast food industry

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• 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

• Promotion: Awareness marketing• Market: Upper Class

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketMarket

Low sales


Negative or not very substantial


No competitors in Chicken ProductsCompetitionCompetition

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Growth Stage

• From 1970’s, 1980’s 1990’s , KFC followed an aggressive strategy of expanding it’s chain across the world

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Marketing Strategy

• Product: More product with many variants/deviants/frills

• Price: Relatively higher prices, to recover their initial cost of making the product and also to take the advantage of being pioneers in fast food industry

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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

• Promotion: Affectation Realm (liking + believability + conviction)

• Market: Upper Class

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketMarket



Emerging


Competitors like McDonaldsCompetitionCompetition

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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

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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

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Marketing Strategy


• Distribution- Across and outside USA • Promotion: Incentives

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketingMarketing



Highest Profits


Tough Rules of Competition from competitors like McDonalds


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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

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Introductory

Growth

Maturity

Decline

SalesSales

CostsCosts

ProfitsProfits

MarketMarket

Forestalling


Loss, CM negative

Laggards

Tough Competition from competitors


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Strategy

• After introduction of desserts line like BrownieSundae and Crushers, KFC was again able to tap the market

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Marketing Strategy

• Price: Price rationalized• Place- Budget allocation is reduced for


• Distribution- Across USA and outside USA • Promotion: Reduction in expenditures• Market: Upper class as well as middle class,

working bachelors

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• 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

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Cinthol

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Introduction stage

• launched in the year 1952• Positioned in the Premium soap segment• Positioned as a masculine brand

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Growth Stage

• Umbrella brand with 3 variant spice, Lime, Colongne

• Competition from other brands• Increase in product line

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Current stage

• Late maturity/ Early decline• Tough Competition from other soap brands• Sales declining • Decrease in profit

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Strategy- Cinthol

• Price range Rs 13 to 20 • More Deviant and variant• Extensive Advertisement

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IPHONE

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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

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iPhone

• Price Skimming– iPhone priced at $599 at launch, but at $399 after

just 4 months of launch• Releases a phone every year

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iPhone Worldwide Sales

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

0

5

10

15

20

25

30

35

40

Series1 Polynomial (Series1)

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TATA INDICA

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Indica- Evolution

• 1998 - Indica announced• 2001 - Indica V2• 2004 - Rejuvenated Indica V2• 2005 - Indica V2 Turbo Diesel• 2006 - Indica Xeta• 2008 - Indica Vista

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Tata Indica- YoY Sales, All India

2000 2001 2002 2003 2004 2005 2006 2007 20080

20000

40000

60000

80000

100000

120000

140000

160000

Sales YoY

Sales

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Tata Indica Strategies

• In Growth Stage as of 2008.

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Eternal Sunshine of the Spotless Mind

Movie Released- Mar ‘04

Movie DVD Released –Oct ‘04

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The Bucket List

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Million Dollar Baby

Movie Released- Dec ‘04

Movie DVD Released- Jul ‘05

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The Pursuit of Happyness

Movie Released- Dec ‘06

Movie DVD Released- Nov ‘07

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Pirates of the Carribean: Dead Man’s Chest

Movie Released- Jul ‘06

Movie DVD Released- Nov ‘06

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THANK YOU

final

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