Sleep well……. Eat well
Click to edit Master subtitle style Presented to –
Mr.Prashant Vasudev
Presented ByPavan Vachhani Grade XII-J
MY PRODUCT
What Is Product Life Cycle? Product life-cycle management (or PLCM) is the succession of strategies used by business management as a product goes through its life-cycle. The conditions in which a product is sold (advertising, saturation) changes over time and must be managed as it moves through its succession of stages. Product life-cycle (PLC) Like human beings, products also have an arc. From birth to death, human beings pass through various stages e.g. birth, growth, maturity, decline and death. A similar life-cycle is seen in the case of products. The product life cycle goes through multiple phases, involves many professional disciplines, and requires many skills, tools and processes. Product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures
The Stages Of Product Life Cycle STAGE 1: INTRODUCTION It is also known as the pioneering stage. In this stage, competiton is almost non-existent, prices are relatively high, markets are limited and least emphasis would be on product innovation STAGE 2: GROWTH As the product grows in popularity, it moves into the second phase of the life cycle. In this stage demand expands rapidly, prices fall, competition increases and distribution is greatly divided STAGE 3: MATURITY The product enters maturity stage as competition intensifies further and market gets stimulised. Profits come down because of stiff competition and market expenditure rises. STAGE 4: DECLINED It is here that the story of a product ends. The sales dip sharply and the expenditure on promotion has to be cut down. Profit margins are at an all time low, competition becomes severe and customers start using newer and better products.
Some Interesting Facts •
•
•
•
All Horlicks sold in India = 6 times length of Great wall of China Sixth most-trusted brand in India Total Horlicks sold in a year weighs as much as 325 blue whales In India, over 2 billion cups of Horlicks are drunk every year
Brand Evolution •
•
Initially imported from Britain. It came as a solution to Indian market as a health drink.
Brand Identity
Brand identity of Horlicks will be clearly defined once the following questions are answered: ü
ü ü ü
What is Horlicks’ particular vision and aim? What makes it different? What need is the brand fulfilling? What are the signs which make the brand recognizable?
Positioning Horlicks For what benefit? q For whom? q For what Reason? q Against whom? q
Brand Extension Ø
Ø Ø
Product line extension without subbrand Extension with sub-brand. Expansion through takeovers and mergers
Reasons for successful brand extension
•
•
Fit between parent brand and brand extension. Retailer experience.
Product life cycle
HISTORY Horlicks was founded by two British brothers, William and James Horlick. Both brothers emigrated to America and in 1873 the company J&W Horlicks was founded in Chicago. Horlicks was first used to improve the nutrition of infants and the unwell. Once its nourishing qualities had been realised, the drink then became part of armed forces' kit bags during World War II serving all three forces. Horlicks was also used extensively during the 1948 Olympic Games held in London! Supporting all the teams, it was available at every venue to give the athletes an extra energy boost.
Introduction stage: q
q
q q q
q
Holicks a brand was established before 6 decades back in 1960. It is owned by GlaxoSmithKline consumer health care. It was heavily advertised as a kid’s nutritional drink It was a substitute of “Milk” as Baby Food It acquired more than 50% market share in India milk beverage market. Initially Horlicks is claimed to promote sleep when consumed at bedtime.
Growth Stage: •
•
•
•
•
•
Excels at delivering the benefits customers truly desired. Staying relevant. Pricing strategy based on “value for money”. Proper positioning. Consistency. Creating entry barriers.
Maturity Stage: •
•
•
•
•
product quality Price By winning trust of consumer By getting better labels than its competitors By getting a tagline such as ,”taller,stronger,sharper” that stuck in
Decline Stage Horlicks has yet to go through the decline stage however with the coming improvement of other such nutritional drinks such as Bournvita , Milo , Complan , Acti-life……etc, it may very well be with in the reaches of the decline stage in the coming years.
Promotion •
•
•
•
•
Radio Television News papers Internet Magazines
1st preference 2nd preference 3rd preference 4th preference 5 th preference
Various Advertisements of Horlicks
•
•
•
•
•
•
Something for everyone. Packaging Nourishing the brand Adding Rural Reach A fresh new image. Integrated Media campaign
CONCLUSION
“Horlicks is not creating any needs just fulfilling the needs of the consumer’s…….”
Sleep well……. Eat well
THANK YOU
