Product Life Cycle (2)

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4/1/20131

PRODUCT LIFE CYCLE

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4/1/2013Product Life Cycle - Competitive Marketing2

CONTENTS


INTRODUCTIONGROWTHDECLINEPRODUCT LIFE CYCLE

MATURITY4/1/2013Product Life Cycle - Competitive Marketing44

MARUTI 80054/1/2013Product Life Cycle - Competitive Marketing6COMPANY PROFILE


SCENARIO INTRODUCTION STAGE ( 1983 1986 ) 4/1/2013Product Life Cycle - Competitive Marketing8 MARUTI 800PRODUCTS


PRODUCT SPECIFICATION


PRICE

SLOW SKIMMING4/1/2013Product Life Cycle - Competitive Marketing11

PROMOTION

SMALL IS BEAUTIFUL4/1/2013Product Life Cycle - Competitive Marketing12NEWSPAPER ADS

4/1/2013Product Life Cycle - Competitive Marketing13TV COMMERCIAL


DISTRIBUTION


GROWTH STAGE ( 1987 1996 )

4/1/2013Product Life Cycle - Competitive Marketing16SALES

4/1/2013Product Life Cycle - Competitive Marketing17PRODUCT VARIANTS

MARUTI 800 AC UNIQ MARUTI- BASIC MODELMaruti 800 ac uniqMaruti 800 basic model174/1/2013Product Life Cycle - Competitive Marketing18

PRODUCT SPECIFICATION


PRICE


PROMOTION

204/1/2013Product Life Cycle - Competitive Marketing21PRINT MEDIA ADS

214/1/2013Product Life Cycle - Competitive Marketing22TV COMMERCIAL

Video\Maruti Suzuki 800-Change Your Life Commercial - YouTube_2.FLV224/1/2013Product Life Cycle - Competitive Marketing23DISTRIBUTION


MATURITY STAGE ( 1997 2002 )


PRODUCT VARIANTS

MARUTI 800 EXMARUTI 800 DUOMARUTI 800 EXMARUTI 800 DUO254/1/2013Product Life Cycle - Competitive Marketing26

MARUTI 800 EX


MARUTI 800 DUO


PROMOTION


SERVICE


MARUTI SERVICE STATION


ADVERTISEMENT


PRODUCT WEBSITE

324/1/2013Product Life Cycle - Competitive Marketing33Video\Maruti 800 DUO LPG TV Commercial (2008) - YouTube.FLVTVC

334/1/2013Product Life Cycle - Competitive Marketing34DISTRIBUTION


DECLINE STAGE ( 2003 UPTO NOW)

2003 upto now354/1/2013Product Life Cycle - Competitive Marketing36SALES


PRODUCT VARIANTS


MARUTI SUZUKI ALTO

384/1/2013Product Life Cycle - Competitive Marketing39PRICE


PHASE OUT,APRIL 2010


PROMOTION OF MARUTI ALTO


MARUTI TRUE VALUE


ADVERTISEMENT

434/1/2013Product Life Cycle - Competitive Marketing44DISTRIBUTION

44CONTACT


NOKIA

COMPANY PROFILE



4/1/2013Product Life Cycle - Competitive Marketing49MARKETING STRATEGIES OF NOKIA

TimeSales or ProfitsGrowthMaturityDeclineIntroductionSales curveThe Concept PhonesNokia E- seriesNokia Symbian & N- SeriesNokia Windows & Symbian phones PRODUCT LIFE CYCLE OF NOKIA4/1/2013Product Life Cycle - Competitive Marketing50 Lifecycle Globally Nokias market is at Decline due to shift from Symbian to Windows phone devicesGlobally & in India Placed HereRs.TimeProduct life cycle4/1/2013Product Life Cycle - Competitive Marketing514/1/2013Product Life Cycle - Competitive Marketing52INTRODUCTION STAGE ( 1995 2002)

NOKIA 2110Chapter 1 Page 52

4/1/2013Product Life Cycle - Competitive Marketing53PRODUCT

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 MotorolaNokia 2110

4/1/201354


4/1/2013Product Life Cycle - Competitive Marketing56PROMOTION

Models imported from China & low-end models manufactured in Chennais plantManufactured/Imported mobiles stored in Gurgaons mother warehouseHCL India is distributor for Nokia India Pvt. Ltd. for North & East IndiaFor West & South India, Nokia has its own distribution channelHCL 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

4/1/2013Product Life Cycle - Competitive Marketing57PLACE


58

4/1/2013Product Life Cycle - Competitive Marketing59GROWTH STAGE ( 2003 2009 )

Chapter 1 Page 59


NOKIA 331061

NOKIA N95 8GB 4/1/2013Product Life Cycle - Competitive Marketing62

NOKIA N73 4/1/2013Product Life Cycle - Competitive Marketing63

NOKIA N82 4/1/2013Product Life Cycle - Competitive Marketing64

NOKIA N91 4/8GB4/1/2013Product Life Cycle - Competitive Marketing65


Followed Price skimming strategy in beginning of growth stage.Launch price of 3310 was approx. Rs. 21000/-.As profits & popularity increased prices were slashed to Rs. 5000/- in 2003 for popular models like 3310.Later-on in coming years, Nokia adopted Price penetration strategy.4/1/2013Product Life Cycle - Competitive Marketing67



694/1/2013Product Life Cycle - Competitive Marketing70SALES FIGURE ( 2001 2009 )

GRAPHICAL REPRESENTATION71

4/1/2013Product Life Cycle - Competitive Marketing72MATURITY STAGE ( 2009 2011 )


NOKIA N84/1/201374


Packaging is important because it protects products as they make their way from factory to customers

Attractive, Good & Secure packing

4/1/2013Product Life Cycle - Competitive Marketing76PACKAGING


Offered combo discount on purchase of Nokia bluetooth stereo headset with N8.Offered Sennheiser music headset free with select modelsDuring festive occasions Reebok wrist watches, sunglasses, t-shirts & sling bag were also given as gift with select modelsScratch cards were given to customers to make them avail instant discount4/1/2013Product Life Cycle - Competitive Marketing78PLACE

78q

4/1/2013Product Life Cycle - Competitive Marketing79DECLINE STAGE ( 2011 Q3 PRESENT )


a

NOKIA LUMIA 80081a


Price penetration strategy was continued as companys profits declined due to cut-throat competition from Samsung & local players like MicromaxHad phones ranging from Rs. 1000 to Rs. 30000Reduction in price also lead to deterioration in quality


Companies distributed freebies like wrist watches & t-shirts with Lumia logo engrossedDuring festive occasions Reebok wrist watches, sunglasses, t-shirts & sling bag were also given as gift with select modelsTop 3 performing stores from each zone were selected for foreign trip organized by Nokia free of costRetailers were encouraged to sell Lumia phones by offering them more incentives on sale4/1/2013Product Life Cycle - Competitive Marketing84PLACE

84SALES FIGURE FROM 2009 TO 201285NOKIA MOVING TOWARDS GROWTH IN Q4-1286

4/1/2013Product Life Cycle - Competitive Marketing874/1/2013Product Life Cycle - Competitive Marketing88CONTACT

MARKETING RESEARCH89

Product Life Cycle (2)

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