product life cycle

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


1 INTRODUCTION2 GROWTH

3 MATURITY 4 DECLINE

1 INTRODUCTION2 GROWTH

3 MATURITY4 DECLINE

CONTENTS


INTRODUCTION GROWTH DECLINE

PRODUCT LIFE CYCLE

MATURITY

5

MARUTI 800


COMPANY PROFILE

TYPE : PUBLIC COMPANY

FOUNDED : 1981

HEADQUARTERS : NEW DELHI, INDIA

KEY PEOPLE :RC BHARGAVA ( CHAIRMAN ), KENICHI AYUKAVA ( CEO )

REVENUE : $369.34 BILLION


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 )


MARUTI 800

PRODUCTS


Engine 796cc

Power 39bhp

Car weight 600kg

Mileage 18.2 kmpl

Capacity 4 person

PRODUCT SPECIFICATION


Pricing strategy

Ex-Showroom 47500

On Road 52500

PRICE

SLOW SKIMMING


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”


NEWSPAPER ADS


TV COMMERCIAL


Consumers

Dealers/Distributors

Assembly Unit (Gurgaon)

DISTRIBUTION


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 )


SALES

1983

1987

1989

1996

25000 75000 125000 1750001983 1987 1989 1996

Unit sold 852 20269 63736 189061

Unit sold


PRODUCT VARIANTS

MARUTI 800 AC UNIQ MARUTI- BASIC MODEL


Air-Conditioning variant

Music System

Maruti 1000, the first

contemporary sedan unleashed

PRODUCT SPECIFICATION


47500 1500062500

+Taxes

PRICE


“CHANGE YOUR LIFE”

Occasional discounts given by the dealers

PROMOTION


PRINT MEDIA ADS


TV COMMERCIAL

• Video\Maruti Suzuki 800-Change Your Life Commercial - YouTube_2.FLV


DISTRIBUTION

Consumers




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 )


PRODUCT VARIANTS

MARUTI 800 EX MARUTI 800 DUO


Shock Absorbers

Gas charged

Suspension Coil Spring based

MARUTI 800 EX


1. Air conditioned

2. Green tinted glass

3. Front bucket seats with larger armrests

4. Vanity mirror for co-driver

MARUTI 800 DUO


1.Slashed its prices

2.Insurance offered for Re. 1 only

3.Service network of Maruti covered 1314 cities

PROMOTION


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


MARUTI SERVICE STATION


PRODUCT WEBSITE


Video\Maruti 800 DUO LPG TV Commercial (2008) - YouTube.FLV

TVC


Consumers



DISTRIBUTION


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)


YEAR 2000 YEAR 2001 YEAR 2002 YEAR 20040

50000

100000

150000

200000

250000

SALES

SALES

SALES


A response to increasing market of Matiz

LPG & CNG variable

Face-lift to grille

Halogen headlamps

Stylish tail-lamps

PRODUCT VARIANTS


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


RS 1,93,000+TAX

PRICE


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


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


MARUTI TRUE VALUE


Consumers



DISTRIBUTION


CONTACT

a

NOKIA


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


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


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


INTRODUCTION STAGE ( 1995 – 2002)

NOKIA 2110


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


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


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


• 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


PLACE


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


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


Features:

Bluetooth

Radio

Camera 3 Mega pixel

3G

Video Record


MP3 Player

Navi-keyNOKIA N73


Features:

Camera 5 Mega pixel

Video Record

Wi-Fi (WLAN)

Bluetooth

Radio.

Xenon flashNOKIA N82


Features:

3.5 mm jack

Wi-Fi (WLAN)

MP3 Player

Radio


Bluetooth

4/8 Gb hard disk

Camera 2 Mega pixel.NOKIA N91 4/8GB



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


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


PROMOTIONa

72


mother warehouse

HCL India warehouse


South Delhi)




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)


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)


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


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


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


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


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


mother warehouse

HCL India warehouse


South Delhi)




PLACEa

82

q


DECLINE STAGE ( 2011 Q3 – PRESENT )


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


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


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



mother warehouse

HCL India warehouse


South Delhi)



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


CONTACT

MARKETING RESEARCH 92

product life cycle

Education

ex maruti

express service

duo lpgtv commercial

service network ofmaruti

customer service outletsalong

service facilityfor

peoples car

cheapest car