WHAT MARKETING STRATEGIES ARE APPROPRIATE

AT EACH STAGE OF THE PRODUCT LIFE CYCLE?

INTRODUCTION STAGE

1. INDUCE PRODUCT TRIAL

• Gmail came up with its new email app, INBOX

• It was initially marketed through an INVITE-

ONLY model

INTRODUCTION STAGE

1. INDUCE PRODUCT TRIAL

• Uber and other taxi aggregators promote a

referral program, which helps both the

referrer and referee to earn FREE RIDES• Also helps in increasing customer base

organically

INTRODUCTION STAGE

1. INDUCE PRODUCT TRIAL

LAUNCH BETA VERSIONS• Launching Beta versions help in testing the market and

the product

• Popular online youth entertainment network, The Viral

Fever has ventured into 2 new product domains which

are in their Beta phase:

a) TVF PLAY, a premium content hosting/ creating portal

b) TVF INBOX OFFICE, an on demand online movie

streaming portal

INTRODUCTION STAGE

2. INFORM POTENTIAL CUSTOMERS

Make

PUBLIC ANNOUNCEMENTSReliance Jio in

testing phase

Reliance Jio is

present in 29

states

Reliance Jio laid

250,000 km of

fibre optics

Jio to double

fibre optic

network in 1 year

INTRODUCTION STAGE

2. INFORM POTENTIAL CUSTOMERS

Create a HYPE• With the launch of every new

Apple product, rumors start

floating

• User-Generated ‘leaked photos’

create a buzz

• From the release date, to the

product features, everything is

anticipated

INTRODUCTION STAGE

2. INFORM POTENTIAL CUSTOMERS

Launch CONCEPT MODEL• DC Design launched India’s first home manufactured super-car concept in 2012

• After gaining positive response from the public, it is now in its production stage

INTRODUCTION STAGE

BE A PIONEER OF THE INDUSTRY

• Pioneers create a

market

• They get the FIRST

MOVER ADVANTAGE

• They can penetrate the

market by the time a

competitor comes and

imitates them

GROWTH STAGE

IMPROVE EXISTING PRODUCT

Brands improve product quality, add new features and improve styling and aesthetics

GROWTH STAGE

ADD NEW MODELS, CATEGORIES, VARIANTS TO THE PARENT

BRAND

GROWTH STAGE

INCREASE DISTRIBUTION COVERAGE

• India is the only country where Domino’s is

double the size of McDonald’s

• The primary reason why Domino’s is the

market leader in India is because of its

extensive coverage

• It has more than 818 stores across 173 cities,

while McDonald’s has less than 400 stores in

the country

• It plans to touch 2,000 stores by 2020

GROWTH STAGE

LOWER PRICES TO ATTRACT NEXT LAYER OF PRICE SENSITIVE

BUYERS

MATURITY STAGE

PRODUCT MODIFICATION

MATURITY STAGE

PRODUCT MODIFICATION

• YepMe.com initially worked on the horizontal ecommerce

model, where they sold multiple brands.

• They changed their product strategy and transformed

themselves as a single private label brand.

MATURITY STAGE

MARKET MODIFICATION

• Pretty Secrets was launched as a night wear & lingerie brand

available across 250 offline stores

• Since, the market was predominantly controlled by unorganized

retail, the brand went digital and discontinued it brick & mortar

operations

MATURITY STAGE

MARKETING PROGRAM MODIFICATION

• Frooti went through a rebranding

exercise this year, making the new logo

appear more bold & strong.

• REASON: Frooti wanted to reposition

itself from a children centric brand to a

youth centric brand.

DECLINE STAGE

THE GREAT FALL OF SOME BRANDS

DECLINE STAGE

EXIT GRACEFULLY

THANK YOU

yashoganeriwala@gmail.com

+91-7303695656

+91-9039039093

CREATED BY:

YASHOVARDHAN GANERIWALA

[NARSEE MONJEE COLLEGE OF COMMERCE &

ECONOMICS]

DURING AN INTERNSHIP UNDER:

PROF. SAMEER MATHUR, IIM LUCKNOW