MARKETING MANAGEMENT

BY LALIT BIST S.Y BBA

ROLL NO. 2

CONTENTS

Introduction Product Life Cycle Marketing Strategy

Samsung Mobile Introduction PLC Marketing Strategy

Patanjali Atta Noodles Introduction PLC Marketing Strategy

Unsuccessful Products Ponds Toothpaste Blackberry 9500

PRODUCT LIFE CYCLEThe 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.

THE PRODUCT LIFE CYCLE STAGES

o Samsung, a South Korean electronics giant, headquartered in Samsung Town Seoul, is one of the leading electronic item maker all around the word.

o It is one of the leading Smartphone in the world. As per IDC worldwide Quarterly Mobile Phone Tracker, Samsung is leader of market with 32.3% market share. o Entered India in 2001o Launched very few models due to lesser demand & innovationo Launched 1st model Samsung R220 with Simple blue display.

Time

Sale

s or

Pro fi

t s

Growth

Maturity

Introduction

The Concept Phones

Touch screen &Dual Series

Smart Android Phone& Galaxy series

PRODUCT LIFE CYCLE OF SAMSUNGStages Time Duration

Introduction 2001 - 2006Growth 2006 - 2011Maturity 2011 – till now

1.Focused on all the electronics manufacture 2..Adjust preferences for specific markets 3.Target all the segments.

4.Focused on Competition

5.Increased commitment to emerging market6. Provide more than extra.

7.Specific innovations in terms of products and services and establish its mobile ecosystem, apart from differentiation in the premium category

MARKETING STRATEGIES OF SAMSUNG

a

Launched a range of smart watches and introduced a virtual reality device -– a first in India –- which can be synched with its smartphones

Launched J –series & other budget phones to compete with other competitors in INDIA

Focussed on Galaxy S series phones to compete with All the competitors

Samsung launched seventeen 4G LTE devices

PRODUCT

Followed ‘Price penetration’ strategy to sustain growing competition

During 2015, Samsung launched seventeen 4G LTE devices in the Rs 8,000-60,000 price band

Frequently reduced prices of popular & low end models to compete with Micromax, Sony, LG, etc.

PRICE

PLACE

South Korea

mother warehouse (Delhi)

Sub-distributors (All the

State)

Samsung Dealers/

Organised retail/Smart

Galleries

Customers

1. Special Offers on Credit card payment for above price of Rs. 20000

2. It provide free 3g internet data up to 3 month to 1 year in Airtel

3. Discount Coupons4. Print Media (Business Magazines ,Newspapers)5. It place a dedicated online team, which now looks after its sales,

marketing, distribution and new tie-ups for e-commerce. According to estimates, at least 20 per cent of Smartphones are now sold online in India.

PROMOTION

PATANJALI NOODLESPatanjali Atta Noodles was launched on the 16 November , 2015

Patanjali atta noodles is product of Patanjali Ayurved Limited, which is an Indian FMCG company. Located in the industrial area of Haridwar, the company manufactures mineral and herbal products

Patanjali atta noodles, launched nationally, has been positioned on the tagline 'jhatpat banao, befikar khao’

Time

Sales Introduction

PRODUCT LIFE CYCLE OF PATANJALI ATTA NOODLES

marketing STRATEGIES Patanajali has priced its noodles of 70 gram pack at Rs. 15,

claiming it to be cheaper from competitors. It is Rs. 10 cheaper from their rivals noodles, which are selling atta noodles at Rs. 25

To capture the market share of Maggi noodles.

Lower pricing has so far proven to be a winning formula for Patanjali with almost all its products

Despite higher input costs, Patanjali's noodles will be sold at Rs 15 a packet, while those of rivals sell for Rs 25.

To fulfill the demand of customers across the India on reasonable price. To Support Indian industries by creating demands of Swadeshi products. Patanjali products are available only in Patanjali branded stores and arogya kendras.

Now, the company will be planning to distribute products at kirana stores across the country.

Create self esteem among his buyers

PRODUCTS THAT FAILED IN THE INTRODUCTION STAGE

1.Ponds ToothpastePonds toothpaste is a classic case of product failure by extension. ‘Ponds’, the popular brand of face cream, didn’t prove to be quite so popular when it applied its name to toothpaste. The real problem was that no one seemed to be interested when Ponds label was attached to the toothpaste; To consumers the brand Ponds was nothing but fragrance & a consumer product for external application only; this did work brilliantly with soaps & creams however the attributes for toothpaste are taste. This mis-match between the attribute of toothpaste & the soap created a disillusionment in the mind of consumers thus when Ponds ventured into oral health care, it was ignored. Consumers simply refused to acknowledge its presence leading to a sudden but painful death of a brand

2. Blackberry Storm 9500

Blackberry 9500 launched in 2008 a market to compete with Apple’s iPhone. Highly volatile market which demanded for performance. Unfortunately, the storm didn’t perform as expected. It had various flaws in its technology.

Flaws like No Wi-Fi, Memory, Capacitive Touch Feature.

Due to all such issues, customer is reluctant to buy Blackberry Storm, resulting in low prices and no resale value

PRODUCTS THAT FAILED IN THE INTRODUCTION STAGE

THANK YOU!