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PRODUCT
LIFE
CYCLE
INTRODUCTION:
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Product Life Cycle
The product life cycle describes the sale pattern of a product over
time. After launching the product the management wants the product
to enjoy a long and happy life. Although it does not expect the product
to sell forever, the company wants a decent profit to cover all the effort
and risk that went into launching it. Management is aware that each
product will have a life cycle, although the exact shape and length is
not known in advance.Generally the time span begins with products
introduction in the market and ends with its obsolescence and
replacement. While the form of the life cycle is fairly standard and is
subject to variations.
The product life cycle is based upon the biological life cycle. For
example, a seed is planted (introduction); it begins to sprout (growth);
it shoots out leaves and puts down roots as it becomes an adult
(maturity); after a long period as an adult the plant begins to shrink and
die out (decline).some products may have a short life cycle, whereas
others may enjoy a longer life. Product life cycle refers to the
progression or products sales and profits over its lifetime.
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Product Life Cycle
1. Introduction stage.
2. Growth stage.
3. Maturity stage.
4. Decline stage.
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Product Life Cycle
STAGES
OF
PRODUCT
LIFE CYCLE
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Product Life Cycle
GRAPHICAL REPRESENTATION OF
STAGES OF PRODUCT LIFE CYCLE.
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Product Life Cycle
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Product Life Cycle
new product and fill dealer pipelines .if the product introduction proved
to be successful, rapid GROWTH stages are reached and sales increase
markedly. According to the concept of life cycle, the market for any
product is limited, and sales will generally fall short of their potential.
When this point is reached, the market enters the maturation stage.
The life cycle goes on further to assume that each product eventually is
replaced by another or that initial rapid growth will end in decline.
INTRODUCTION STAGE
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Product Life Cycle
Sales revenue begins to grow along with demand but the rate of growth
is rather slow. There may not be ready market for the product .Sales
are low, the product undergoes teething troubles; profit seems a
remote possibility; demands have to be created & developed; &the
customer have to be promoted to try out the product. The profit during
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Product Life Cycle
this stage may be less due to low sales that also supplemented by
heavy production & distribution costs. The expenditure on advertising
will also be heavy .Consumer will purchase the product on trail basis.
The stage poses several problems for the marketer. The complexity of
the problems & the duration of the stage depend upon the nature of the
product, its price, its technological newness & the consumer’s view of
the product. In this stage , the demand has to be created & developed
so the firm has to invest heavily in the promotion & wait for the reward.
GROWTH STAGE:
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Product Life Cycle
Then when during this stages, the introductory is setting down with is
product, competitors enter into scene with similar or slightly improved
version of the product. The introductory may have to alter his product
at this stage. He has to stay ahead of his competitors and persuade the
customer to prefer his brand.
For this, sales promotion measures at consumer level and dealer level
should be given consideration. Advertisement should also be made
extensively so as to have new customer for the product .The dealers
should be encouraged to repeat orders. Competition-oriented pricing
is useful during this stage. Similarly, marketing and distribution
efficiency becomes decisive factors at this stage.
In this way, during the growth stage, the volume of sale increases with
speed. The new customers join the existing users of the product. As a
result, the sales and profits of the company keep on increasing.
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Product Life Cycle
* Rise in profits.
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Product Life Cycle
* Increasing competition.
MATURITY STAGE
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Product Life Cycle
*Stagnation of sales.
*Decline in profits.
*Intense competition.
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Product Life Cycle
The company can try modifying the marketing mix improving sales by
changing one or more elements.
The company can also move into larger market channels, using mass
merchandisers.
It might add new features that expand the product’s usefulness, safety,
or convenience.
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Product Life Cycle
The company might try to expand the market for its mature brand by
working with the two factors that make up sales volume:
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Product Life Cycle
Price: Since sales volumes are high, prices come down and
discounts are more frequent. Pricing wars break out among
competitors as they vie for the ever shrinking new-customer base in
a saturating market. Sometimes a product may not reduce prices
but increase them to distinguish themselves as a superior product.
DECLINE STAGE
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Product Life Cycle
The sales of most product forms and brands eventually decline. Sales
decline for many reasons, including technological advance, shifts in
consumer tastes, and increased in competition, entry of new products
or due to reduction of the support of customer. Sales drops severely in
due course and the product fail to get support from the market.
Carrying a weak product can be very costly to a firm, and not just in
profit terms. There are many hidden costs. A weak product may take up
too much of management’s time. It often requires frequent price and
inventory adjustments. It requires advertising and sales force attention
that might be better used to make “healthy” products more profitable.
A product’s failing reputation can cause customer concerns about the
company and its other products. The biggest cost may well lie in the
future. Keeping weak products delays the search for replacements,
creates a lopsided product mix, hurts current profits, and weakens the
company’s foothold on the future.
For these reasons, company need to pay more attention to their highest
aging products. The firm’s first task is to identify those products in the
decline stage by regularly reviewing the sales, market shares, costs,
and profit trends. Then management must decide whether to maintain,
harvest or drop each of these declining products.
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Product Life Cycle
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Product Life Cycle
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Product Life Cycle
• Entry of substitute.
• Decline in sales.
• Repositioning of product.
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Product Life Cycle
MARKETING
STRATEGIE
S
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Product Life Cycle
INTRODUCTION STAGE
1. Product strategies:
Normally, the firm will concentrate on the single product which is
introduced. The firm may not go for product line extension. Again,
the firm may not come up with various models to cater the
different market segments.
a) Rapid skimming:
The product can be launched at high price and with high
promotional expenditure.
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Product Life Cycle
• The firm may generate profit at the introduction stage, which will
enable the firm to cover up either partly or wholly the
development expenses.
• This strategy will enable the firm to build a good brand image
which will enable to face competition effectively as and when the
competitors enter the market.
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Product Life Cycle
b) Slow skimming:
The product can be launched at high price and with low
promotional expenditure.
c) Rapid penetration:
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Product Life Cycle
The firm can launch the product at low price and with high
promotional expenditure.
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Product Life Cycle
d) Slow penetration:
The product can be launched at a low price and with low
promotional expenditure.
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Product Life Cycle
3. Distribution strategies:
The firm may also follow mass distribution strategy i.e distribution
of the product through all the possible dealers over a large
market area, even at the national level.
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Product Life Cycle
GROWTH STAGE
The growth stage is characterized by the entry of competitors, sales
grow, profits increase, and price and promotion may remain the same
or may change depending upon demand, competition and other market
forces.
During this stage, the firm may follow several strategies to sustain rapid
growth as long as possible.
1. Product strategies:
a) Product improvement:
The firm may undertake product improvement so as to face the
competition effectively. Product improvement can be in terms of
its features, packing, design, shape, quality, etc.
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Product Life Cycle
a) Penetration pricing:
The firm may reduce the price due to economic of large scale
production and distribution. The low pricing strategy is followed
so as to face the competition effectively. New entrants may find it
difficult to compete with low prices.
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Product Life Cycle
3. Distribution strategies:
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Product Life Cycle
MATURITY STAGE:
A majority of the products are in the maturity stage. At this stage, the
sales remain more or less the same. This stage normally lasts longer as
compared to the previous two stages, and marketers have to come up
with various strategies to stay in the market. The following are the
marketing strategies at maturity stage.
1. Product modification:
The marketers may place lot of emphases on product
improvement in respect of quality, features, design, etc. The
product modifications are intended to increase product’s
performance such as greater speed, longer durability, etc and to
generate enhanced customer satisfaction.
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Product Life Cycle
The firm may follow the same (price and promotion) strategies as
followed during the growth stage, i.e
a) Penetration pricing:
The firm may reduce the price due to economies of large-scale
production and distribution. The low pricing strategy is followed
as to face the competition effectively. New entrants may find it
difficult to compete with low prices.
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Product Life Cycle
3. Distribution strategies:
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Product Life Cycle
DECLINE STAGE
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Product Life Cycle
1. Product strategies :
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Product Life Cycle
3. Distribution strategies:
The firm may follow the distribution strategies:
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Product Life Cycle
The seller of the product has to understand when and how a transition
is taking place in the experience level of the customer, as his product
moves along its life cycle. The changing expectations and the demands
of the customers can be handled through different strategy routes-
strengthening the company- customer relationship, augmenting the
product, improving service support or modifying the pricing
approaches.
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Product Life Cycle
INTRODUCTION:
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Product Life Cycle
the primary customers of the brand. Recently a line of Rice noodles and
Whole wheat with pulses, carrots, beans and onions has also been
introduced in India. In fact, "Maggi" has become a genericized name for
instant noodles in India and Malaysia.
Preparation
Maggi noodles take around 2 minutes to cook, hence the name "2
minute noodles". The Maggi noodle cake and seasoning is added into
boiling water for two minutes and it is ready for consumption. Egg,
seaweed or lemon can also be added to the noodles for a better flavour.
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Product Life Cycle
• Original Flavour
• Chicken
• Curry (a healthier alternative is also sold in supermarkets)
• Kari Letup (Extremely Spicy Curry) in Malaysia
• Laksa Lemak (discontinued)
• Tom yam
• Chicken & Corn
• Beef
• Oriental
• Masala
• Prawn
• Dal Sambar (whole wheat noodles)
• Asam Laksa
• Cheese
• Pizza (only in Saudi Arabia, was available for a period of time in
Australia)
• Sup Tulang (bone soup) (in Malaysia)
• Chatpata
• Tomato
• Stronger Chicken
• Vegetable Atta Noodles (whole wheat noodles) mostly in India
• Shahi Pulao (rice noodles)
• Chilly Chow (rice noodles).
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Product Life Cycle
ISSUES
• Different phase’s product life cycle of maggi.
Introductory Stage
• High failure rates
• No competition
• Limited distribution
Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major,
Nestlé SA, introduced the Maggi brand in India in 1982, with its launch
of Maggi 2 Minute Noodles, an instant noodles product.With the launch
of Maggi noodles, NIL created an entirely new food category - instant
noodles - in the Indian packaged food market. Because of its first-mover
advantage, NIL successfully managed to retain its leadership in the
instant noodles category.
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Product Life Cycle
Market Penetration
• Promotional campaigns in school.
– DalAtta Noodles.
– Cuppa Mania.
– 50 Gms.
– 100 Gms.
Growth Stage
• Increasing rate of sales
• Entrance of competitors
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Product Life Cycle
Maturity Stage:
Many consumer products are in Maturity Stage
• Saturated markets
• The new product, called Knorr Annapurna Soupy Snax, was priced
aggressively at Rs 5 and had four variants: two chicken options and two
vegetarian.
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Product Life Cycle
STPD Analysis
Segmentation to Differentiation:
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Product Life Cycle
• Based on consumer needs and evolving trends for more whole grain
based products.
FAILURE CAUSES
1. Indian psyche- The basic problem the brand faced is the Indian
Psyche. Indian Palate is not too adventurous in terms of trying new
tastes. So a new product with a new taste that too from a different
culture will have difficulty in appealing to Indian market.
2. Price- The price of atta noodle was little more than maggi 2
minutes noodle
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Product Life Cycle
– 90000 boxes
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Product Life Cycle
CONCLUSION
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Product Life Cycle
BIBLIOGRAPHY
Books referred:
Marketing Management
www.en.wikipedia.org
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Product Life Cycle
www.maggi.com.my/en/home.htm
www.managementparadise.com
www.google.co.in
www.indianmba.com
www.ask.com
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