TOPIC :- PRODUCT LIFE CYCLE AND MARKETING STRATEGIES

MARKETING MANAGEMENT

The period of time over which an item is developed, brought to market and eventually removed from the market. First, the idea for a product undergoes research and development. If the idea is determined to be feasible and potentially profitable, the product will be produced, marketed and rolled out. Assuming the product becomes successful; its production will grow until the product becomes widely available. Eventually, demand for the product will decline and it will become obsolete.

Product Life Cycle

The product lifecycle stages

iPhone is a line of smart phones designed and marketed by Apple Inc. They runApple's iOS mobile operating system. The first generation iPhone was released on June 29, 2007.The most recent iPhone models are the iPhone 6s and iPhone 6s Plus, which were unveiled at a special event on September 9, 2015

iPhone -the line of smart phones by Apple

Release date 1st gen iphone: June 29, 2007iphone 3G: July 11, 2008iphone 3GS: June 19, 2009iphone 4: June 24, 2010 iphone 4S: October 14, 2011 iphone 5: September 21, 2012iphone 5C, 5S: September 20, 2013iphone 6 / 6 Plus: September 19, 2014Iphone 6S / 6S Plus: September 25, 2015

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Time

Sale

s or

Pro fi

t s

Growth

Maturity

Decline

Introduction

Sales curve

The Concept Phones

Iphone 6s /6s plus

Iphone 5 / 5s and 6/6 plus

Iphone 3 and iphone 4s

PRODUCT LIFE CYCLE OF iPHONE

The results reverse the sales positions that the world's largest smartphone makers landed in last quarter. According to Gartner research published last month, the iPhone 6's popularity helped Apple pass Samsung to become the world's biggest smartphone maker in the fourth quarter.Apple sold 74.8 million iPhones during the fourth quarter of 2014 to achieve its best quarter ever and give it a 20.4 percent share of worldwide smartphone sales,

APPLE’S MARKETING STRATEGIES

•On website: focus on the NEW :- APPLICATIONS, PRODUCT UPDATES , NEW FEATURES, NEW ITUNES VERSION.•Effective advertising : unique , catchy , colourful.•Informative website: when Iphone will be available ?Online store: exclusive products. . Build a TribeIt’s no secret that Apple has built one of the most hardcore fan bases of any product and of any time. There’s a reason they’re called “fanboys.”But who cares, right? Most of the chatter is out of jealousy more than anything, but Apple doesn’t really care. They know that they serve an elite audience, and rather than back away from that fact, the

y embrace it.

•Cadbury Dairy Milk-

Cadbury company was founded in 1824 by John Cadbury in Birmingham, UK. Cadbury co. was entered in Indian market in 1948. Cadbury Dairy Milk was launched in India in 1984.The Popularity of Dairy Milk is so high in India that Dairy milk alone holds 30% value share of the Indian chocolate market.•Cadbury also launched so many flavours under the Brand name Dairy Milk, like Dairy Milk Shots, DM Silk, DM fruit & Nuts, DM Almonds, DM Crackle etc.

Marketing Strategy—•Dairy Milk is available in various sizes from 10 gm to premium packs•Competitive pricing starting from Rs.5.•The media mix for the campaign comprises TV, outdoor, Internet and radio also.Cadbury Company also promote the Dairy Milk by several types of Campaign like•‘Real taste of India’ in 1994•‘Khane walo ko khaane ka Bahana Chahiye’ in 1998•‘Pappu Pass Ho gya’ in 2001•‘Kuch Mitha Ho jaye’ in 2004 which inspire the customer to use Dairy Milk instead of Sweet on Traditional occations.•‘Shubh Aarambh’ in 2010•‘Khane ke Baad kuch Mitha ho jaye’ in 2011These all the campaigns are very successful but the most popular are ‘Khane ke Baad kuch Mitha ho jaye’, ‘Pappu Pass Ho gya’, ‘Shubh Aarambh’.•The most common thing in all the Promotion campaigns is that they all are directly targeted to the Tradition or culture of Indian people.In earlier time Dairy Milk make the target Market only to the Kids but now a days it targeted to the people of all ages by their campaigns

Products that Failed in the Indian Market

1. MAGGI DAL ATTA NOODLES with sambar tastemaker

How can anyone expect a maggi product failure? Maggi is the most liked product in instant noodle category, an all time favourite, loved by all.....Our favourite 2 minute noodle - maggi - was launched by Nestle in 1982. In 2006 Nestle India Limited launched Maggi dal atta noodles. But consumers did not liked the taste of these noodles and it was no longer seen in the Market.

Products that Failed in the Indian Market

2. MONACO SMART CHIPS

How many of you remember the tv commercial in which Aamir jumped from one place to another offering an oversized T-shirt to people eating unhealthy fried chips???In the ad Aamir bring in a healthy alternative to fried chips - Monaco Smart Chips by Parle.But the product got a tepid response from the consumers and it was withdrawn in August 2011. Parle snacks did not find the customer acceptance like their biscuits do.

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