Marketing Project Topic: -Create a detailed practical file
highlighting the movement of few (5) products through
different stages of Product Life Cycle.
Name- HARSHVARDHAN YADAV
Class- 12 ComJ
Roll no. 16
Board Roll no.
Name of teacher in charge- Mrs SRIJAYA SUNDARRAJAN
Internal examiner
External examiner
Bonafied Certificate
This is to certify that Harshvardhan Yadav of class 12 ComJ the
Indian High school has completed the Marketing Project with the
topic a detailed practical file highlighting the movement of few (5)
products through different stages of Product Life Cycle under my
supervision. He has taken proper care and shown utmost sincerity
of this project. I certify that this project is up to my supervision and
as per the guidelines issued by the CBSE
Teacher in charge- Mrs SRIJAYA SUNDARRAJAN
Sign-
Internal Examiner
External Examiner
Acknowledgement
I would like to convey many thanks to Mrs Srejaya
My Marketing teacher who always gave valuable suggestions and
support for completion of my project. Her moral support and
continuous guidance enabled me to complete my work
successfully.
Methodology
1) We learnt about the different stages that a product goes through in
a product life cycle.
2) We selected the company and collected information on the product
life cycle of the company.
3) Research on the segmentation and strategy used by the company
4) Suitable marketing strategies are advised to decline stage
5) Conclusion
INDEX
S.NO. TOPIC PG NO.
1. What is a product and what is a total 6
product?
2. What is a product life cycle and what is its 7-8
types?
3. The products that I have chosen 9
4. Apple Product life cycle 10-13
5. Cadbury Dairy milk Product life cycle 14-17
6. Samsung Product life cycle 18-20
7. Pepsi Product life cycle 21-23
8. Lux Product life cycle 24-25
9. Conclusion 26
10. Appendix 27
11. Bibliography 28
What is a Product?
A product is the item offered for sale. A product can be a service or an
item. It can be physical or in virtual or cyber form. Every product is made
at a cost, and each is sold at a price. The price that can be charged
depends on the market, the quality, the marketing, and the segment that
is targeted.
According to Philip Kotler “a product is anything that can be offered to
someone to satisfy a need or a want”.
What is a total product?
Total product pinpoints how much product a company can produce by
utilizing the law of diminishing marginal return. Total product can also
refer to the consumer experience regarding a purchase experience from
the quality of the purchase itself to all associated sales supports.
What is a product life cycle?
A product life cycle is the length of time from a product first being
introduced to consumers until it is removed from the market. A product’s
life cycle is usually broken down into four stages: introduction, growth,
maturity, and decline.
There are 4 stages in the product life cycle: -
1) Introduction
This product life cycle stage involves developing a market strategy,
usually through an investment in advertising and marketing to
make consumers aware of the product and its benefits.
At this stage, sales tend to be slow as demand is created. This
stage can take time to move through, depending on the complexity
of the product, how new and innovative it is, how it suits customer
needs and whether there is any competition in the marketplace. A
new product development that is suited to customer needs is more
likely to succeed, but there is plenty of evidence that products can
fail at this point, meaning that stage two is never reached. For this
reason, many companies prefer to follow in the footsteps of an
innovative pioneer, improving an existing product and releasing
their own version.
Market Growth
If a product successfully navigates through the market introduction it is
ready to enter the growth stage of the life cycle. This should see growing
demand promote an increase in production and the product becoming
more widely available.
The steady growth of the market introduction and development stage
now turns into a sharp upturn as the product takes off. At this point
competitors may enter the market with their own versions of your product
– either direct copies or with some improvements. Branding becomes
important to maintain your position in the marketplace as the consumer
is given a choice to go elsewhere. Product pricing and availability in the
marketplace become important factors to continue driving sales in the
face of increasing competition. At this point the life cycle moves to stage
three; market maturity.
Market Maturity
At this point a product is established in the marketplace and so the cost
of producing and marketing the existing product will decline. As the
product life cycle reaches this mature stage there are the beginnings of
market saturation. Many consumers will now have bought the product
and competitors will be established, meaning that branding, price and
product differentiation becomes even more important to maintain a
market share. Retailers will not seek to promote your product as they
may have done in stage one but will instead become stockists and order
takers.
Market Decline
Eventually, as competition continues to rise, with other companies
seeking to emulate your success with additional product features or
lower prices, so the life cycle will go into decline. Decline can also be
caused by new innovations that supersede your existing product, such
as horse-drawn carriages going out of fashion as the automobile took
over.
My Product
1) Apple Phones
2) Cadburry Dairy Milk
3) Samsung phone
4) Pepsi
5) Lux Soap
The EagleAPPLE
Type writer
Cadbury chocolate Product life cycle
Cadbury Dairy Milk is a British brand of milk chocolate manufactured
by Cadbury. It was introduced in the United Kingdom in 1905 and now
consists of several products. Every product in the Dairy Milk line is made
with exclusively milk chocolate. In 2014, Dairy Milk was ranked the best-
selling chocolate bar in the UK. It is manufactured and distributed by
the Hershey’s Company in the United States under licence from
Cadbury.
The original Dairy Milk bar ("with a glass and a half of fresh milk") was
launched in 1905.
Variant bars include Caramel, "Fruit & Nut" (a bar with raisins and
almonds), "Whole Nut" (with hazelnuts), "Dairy Milk Silk" and a bar with
a Turkish chocolate centre. Dairy Milk Ritz, a bar with salty Ritz
cracker was launched in the United Kingdom in 2014. Alongside this
new bar, Dairy Milk with LU biscuits was also launched. The 1970s
television advertising campaign for the "Whole Nut" featured a series of
commercials with the tag line "Nuts, whole hazelnuts. Ooh! Cadbury's
taken them and they cover them in chocolate".
A Vegemite flavoured bar, which consists of milk chocolate, Caramel,
and Vegemite (5%), was launched in Australia in 2015. In 1986, the
glass and a half symbol appeared on the front of the Iris Dairy Milk
wrapper.
Introduction
Cadbury Dairy Milk advertising has always depicted a rich tapestry of
human emotions and relationships. In the 1980s, it was positioned as
‘the perfect expression of love’, captured in memorable copy:
‘sometimes Cadbury can say it better than words. During the early1990s,
Cadbury Dairy Milk emphasised its international identity, communicating
that it was the ‘real taste of chocolate’. In 1994 came the path-breaking
‘real taste of life’ campaign. The ad featuring a woman running on the
cricket field celebrating the victory is still strongly etched in our mind
even today. This campaign created a dramatic shift in the way
chocolates were perceived. Cadbury Dairy Milk has increasingly become
trapped as a reward or bribe for children and this campaign unshackled
the brand by re-positioning it to the ‘free-child’ in every adult. Cadbury
Dairy Milk redefined itself as the perfect expression of spontaneous,
shared good feelings, providing the ‘real taste of life’ experience. The
strategy paid off: Brand Cadbury grew by over 50% in sales volumes.
Current PLC stages
Introduction
Product: In 1905, Cadbury launches Dairy Milk onto the market – a new
milk chocolate that contains far more milk than anything previously
tasted and with a unique creamy taste.
Price: It is fixed at a more reasonable and affordable rate.
Place: Cadbury products are produced at the chocolate factory in
Bourneville in Birmingham.
Promotion: In the 1980s, it was positioned as ‘the perfect expression of
love’, captured in memorable copy: ‘sometimes Cadbury can say it better
than words. During the early1990s, Cadbury Dairy Milk emphasised its
international identity, communicating that it was the ‘real taste of
chocolate’.
Growth
Then in 1998, the next stage of growth for the brand dealt with
popularising consumption in a social context, especially in more
traditional settings like weddings. With the campaign ‘Khaanein waallon
ko khaanein ka bahana chahiye’ featuring Cyrus Broacha, Cadbury
Dairy Milk aimed to substantially increase penetration levels. The
campaign was launched in tandem with the award winning ‘Kuchh khaas
hai…’campaign and the media strategy was to let the two co-exist
towards a common vision: ‘A Cadbury in every pocket’. The brand
penetrated into smaller towns and sales volumes grew by 40% (Source:
Internal Sales Data).
Product: Fruit & Nut is introduced and Whole Nut is added to the Dairy
Milk family.
Price: Sold at an affordable price.
Place: Cadbury sells the products to shops that deal with beverage and
confectionery such as convenient store, super store, petrol station, and
others.
Promotion: The “glass and a half” advertising slogan is introduced.
Maturity
The focus for a period shifted to taking the concept of “Kuch Meetha Ho
Jaaye” further. The “Pehli Tareekh Hai” campaigns talked about the
importance of having Dairy Milk and celebrating on getting your pay on
pay-day. The ads had a very retro feel to it and did click with the
audience. But it is the recent string of “Shubh Aarambh” ads that have
brought back the old charm of Cadbury Dairy Milk with its very
interesting insight of mixing the traditional with the new age.
Product: Dairy Milk is re-launched with the new and modern pack
design, but its recipe and unique taste are still very similar to the original
recipe more flavours came.
Price: Dairy Milk prices have slightly increased but its affordable for
everyone.
Place: Dairy Milk is available in each and every outlet. Cadbury have a
wide range of consumer around the world.
Promotion: The recent string of “Shubh Aarambh” ads that have brought
back the old charm of Cadbury Dairy Milk with its very interesting insight
of mixing the traditional with the new age.
Marketing strategies to be adopted to avoid Decline stage:
• Cadbury should bring out more of campaigns.
• Cadbury should also introduce the gift range products for the
customers segments with high income group
Samsung Phones
Marketing strategy of Samsung
1) Focused on all the electronic manufacturer
2) Enhanced product profile
3) Wide adjustment channel
4) Target all the segments
5) Adjust preferences according to specific markets
6) Focused on competition
7) Increased commitment to changing markets
8) Provide more than extra
Introduction stage
Introduction stage of Samsung
The product entered India in 2001. They launched very few models due
to lesser demand and innovation launched 1st model Samsung R220
with simple blue display, competed then with the then market leader
Motorola and Nokia. They also followed penetration price strategy. The
launched Samsung R220 was around 9000Rs. They have also launched
the product form the price range, they also follow the penetration pricing
strategy. They advertise in print media
Product- Entered India in 2001, they launched lesser models due to
lesser demand. A famous model that was launched was the R220.
Price- Followed penetration pricing strategy. The Samsung R220 which
was launched was worth around 9000Rs.
Place- Koria to mother warehouse to sub- distributors to Samsung
dealers to customers.
Promotion- Samsung follows discounting policy, offered a good amount
of backend profits to retailers and they advertised using print media.
Growth Stage
Launched phones with external antenna and started having better
features like games alarms ergonomic keypad colour display etc. They
also started to make phones with dual sim mobile market begin, and
launched the touch screen mobile phones
Product- Launched phones without external antenna they also had
better and more developed features like games and alarms.
Price- Followed price penetration strategy in beginning of growth stage
launched simple mobiles with the price of 2000-4000 and the touch
screen costed around 9000-22000
Place- - Samsung phones are found in all electronic stores
Maturity stage
Product launched smart phones with android galaxy series, launched
windows phone to compete with the Nokia windows phones and focused
on the galaxy S series in order to stay in the market. They had to reduce
the price of popular products and low-end products to compete with the
famous brands like Micromax and Nokia.
Product- Launched smart phones with android and focused more on the
galaxy S series there more focus was on these phones because they
had to compete with all the competitors.
Price- Followed price penetration policy to sustain growing competion
and launched models from 6000 to 60000 and frequently reduced price
in order to compete with Micromax LG and Sony.
Place- Samsung phones are found in all electronic stores.
Promotion- Special offers on credit card payment of over 20000 TVC for
Galaxy series, Discount coupons, print media etc.
Pepsi Product life cycle
Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally
created and developed in 1893 by Caleb Bradham and introduced as
Brad's Drink, it was renamed as Pepsi-Cola in 1898, and then shortened
to Pepsi in 1961. Pepsi was first introduced as "Brad's Drink" in New
Bern, North Carolina, United States, in 1893 by Caleb Bradham, who
made it at his drugstore where the drink was sold. In 1903, Bradham
moved the bottling of Pepsi-Cola from his drugstore to a rented
warehouse. That year, Bradham sold 7,968 gallons of syrup. The next
year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848
gallons. In 1923, the Pepsi-Cola Company entered bankruptcy—in large
part due to financial losses incurred by speculating on the wildly
fluctuating sugar prices because of World War I. Assets were sold and
Roy C. Megargel bought the Pepsi trademark. Megargel was
unsuccessful in efforts to find funding to revive the brand and soon
Pepsi's assets were purchased by Charles Guth, the president of Loft, Inc.
Loft was a candy manufacturer with retail stores that contained soda
fountains. On three occasions between 1922 and 1933, the Coca-Cola
Company was offered the opportunity to purchase the Pepsi-Cola
company, and it declined on each occasion
Maturity Stage
Product – Many new varieties of Pepsi launched. Eg-Diet Pepsi
Price – Price of each variation differs; it is similar to the price of
other products in the market. Competitive pricing strategy is
adopted.
Place – Pepsi is now sold all over the world
Promotion – Many celebrities are there in the ad of Pepsi and it
show’s its ad on broadcast media, such as television.
Introduction Stage
Product – Pepsi was earlier known as ‘Brad’s Drink’. It was a cola
flavoured drink which would aid in digestion and boost energy. It
was sold to innovators, consumers who enjoy trying new products
Price – Penetrative pricing policy was used.
Place – It was first introduced in New Bern, North Carolina, United
States, in 1893
Promotion – Automobile race pioneer Barney Oldfield was the first
celebrity to endorse PepsiCola, describing it as "A bully
drink...refreshing, invigorating, a fine bracer before a race." The
advertising theme "Delicious and Healthful" was then used over
the next two decades.
Growth Stage
Product – The Pepsi-Cola syrup formula was reformulated
Price – Sales begin to increase rapidly as the product gains
popularity among the early majority. It is at this stage that profits
were first generated.
Place – Pepsi had started selling in various stores. Distribution
support gained
Promotion – With a radio advertising campaign featuring the
popular jingle "Nickel, Nickel
Decline Stage
Pepsi has not yet entered the decline stage but faces competition
from other firms as well as different flavours
Lux Product Life Cycle
In the introduction stage the firm seeks to build product awareness
and develop a market for the product. The impact of the marketing
mix is as follows
Introduction
Product- branding and quality level is established and intellectual
property protection like patents and trademarks are obtained
Price- May be low penetration pricing to build market share rapidly
or high skim pricing to recover development cost.
Place- is selective until consumers show acceptance of a product
Promotion- Is aimed at innovators and early adopters. Marketing
communications seek to build product awareness and to educate
the potential customers about the product.
Growth Stage
In growth stage the firm seeks to build brand preference and
increase market share.
Product quality is maintained, and additional features and support
services may be added.
Price- Price is maintained as the firm enjoys increasing demand
and little competition.
Place- Channels are added as demand increases and customers
accept the product
Promotion- Promotion is aimed at a broader audience
Maturity Stage
‘At maturity the strong growth in sales diminishes competition may
appear with similar products the primary objective at this point is to
defend market share while maximizing profits.
Product- Product features may be enhanced to differentiate the
product from that of the competitors
Pricing- may be lower due to new competition
Place- Place becomes more intensive and incentives may be
offered to encourage preference over competing products.
Promotion- Promotion emphasises product differentiation
Decline stage
Production and material management
As sales decline the firm has several options
1) Maintain the product possibly rejuvenating it buy adding new
features and finding new uses
2) Harvest the product reduce the cost and continue to offer it
possibly to a loyal niche segment.
3) Discontinue the product liquidating the remaining inventory or
selling it to another firm that is willing to continue the product.
Conclusion
The term Product is mostly used as a need-satisfying entity. It
represents solution to customers, problems. A total product is a bundle
of tangible and intangible features that can be offered to a market to
satisfy a want or a need. The Product Life Cycle is simply a graphic
portrayal of the sales history of a product from the time it is introduced to
the time when it is withdrawn. Each product goes through a life cycle
which includes the following stages of introduction, growth, maturity and
decline. The product life cycle is the process a product goes through
from when it is first introduced into the market until it declines or is
removed from the market. The life cycle has four stages - introduction,
growth, maturity, and decline. Not every product goes through all the
stages in a PLC. While some products are introduced and die quickly
afterwards, others stay in the mature stage for a very long time. Some
are cycled back into the growth stage after reaching the decline stage
through strong promotion or repositioning
Appendix
Bibliography
https://www.slideshare.net/mrasadiya/plc-analysis-of-nokia-and-samsung
https://www.ukessays.com/essays/marketing/product-life-cycle-of-cadbury-
dairy-milk-marketing-essay.php
https://www.scribd.com/doc/38079063/Product-Life-Cycle-of-Lux-Soap
https://www.lays.com/products
https://www.cadbury.co.uk/
https://www.samsung.com/ae/
https://www.lux.com/in/home.html
https://www.pepsi.com/
