SUBJECT:MARKETING(812)

Topic: Analytical Portrayal Of The

Life Cycle Of Various Products

NAME:RAJNANDINI MONDAL
CLASS:XII
SECTION:D
ROLL.NO:120
 PRODUCT MIX
The product mix (also known as product
assortment) refers to the complete set of
all products and items that a particular
seller offers for sale to buyers. It
encompasses all the product lines and
individual items that a company makes
available to its target market. This
comprehensive collection represents the
company's entire offering, designed to
meet diverse customer needs and leverage
various market opportunities. For instance,
a large consumer goods company like
Hindustan Unilever Limited (HUL) possesses
an extensive product mix, which includes a
wide array of categories such as soaps,
detergents, shampoos, food products,
beverages, and personal care items, each
often comprising multiple brands and
product variants. Strategic management of
the product mix is crucial for a company's
overall market positioning and profitability.
 DIMENSION OF THE
PRODUCT MIX
● Width (Breadth): Number of
different product lines a
company offers (e.g.,
personal care, home care).
● Length: Total number of
items across all product lines.
● Depth: Number of variations
within each product item
(e.g., different sizes, scents of
a soap).
● Consistency: How closely
related product lines are in
terms of use, production, or
distribution.
 IMPORTANCE OF MARKETING
:
● Satisfies Consumer Needs: Identifies and fulfills customer
desires, fostering satisfaction and loyalty.
● Generates Revenue: Drives sales, directly contributing to a
business's profits.
● Creates Awareness: Communicates product/service value to
target audiences, generating interest.
● Builds Brand Image: Establishes strong brand identity,
reputation, and goodwill through consistent efforts.
● Facilitates Exchange: Connects buyers and sellers, making
products accessible.
● Drives Economic Growth: Stimulates demand and
consumption, contributing to the economy and
employment.
● Encourages Innovation: Provides market insights that
prompt continuous product improvement and development.
 FACTOR INFLUENCING
MARKETING MIX
Internal Factors:
● Company Objectives: Overall goals like profit maximization
or market leadership.
● Financial Resources: Budget for product development
and marketing.
● Production Capabilities: Infrastructure, equipment, and
workforce capacity.

External Factors:
● Market Demand: Customer tastes, preferences, and
expectations.
● Competitor Strategies: Offerings and innovations from
rivals.
● Technological Changes: Advancements leading to new or
modified products.
● Legal/Government Regulations: Safety, quality, and
environmental laws.
 PRODUCT
CLASSIFICATION
Products are categorized by their use and buyer
behavior:
1. Consumer Products: Purchased by individuals
for personal use.

○ Convenience Products: Frequent purchase,

minimal effort (e.g., soap).
○ Shopping Products: More effort in
comparing (e.g., clothing, electronics).
○ Specialty Products: Unique characteristics,
special purchase effort (e.g., luxury cars).
○ Unsought Products: Not usually thought
about until needed (e.g., insurance).
2. Industrial Products: Used by businesses for
production, operations, or resale (e.g., raw
materials, machinery). Purchase decisions are
based on performance, cost-efficiency, and
durability.
 PRODUCT LIFE CYCLE
The PLC outlines a product's market journey, each stage requiring distinct
marketing approaches:
1. Introduction Stage:

○ Meaning: Product launched.

○ Characteristics: Low sales, high costs (promotion/development),
minimal/negative profits, low awareness.
○ Strategy: Build awareness, offer discounts, target early adopters.
2. Growth Stage:

○ Meaning: Rapid sales increase.

○ Characteristics: Rising sales/profits, competitor entry, potential
product improvement.
○ Strategy: Highlight features/benefits, improve quality, expand
distribution, increase promotion.
3. Maturity Stage:

○ Meaning: Peak market demand.

○ Characteristics: Sales growth slows, intense competition, market
saturation, shrinking profit margins.
○ Strategy: Differentiate, promote, explore new markets, foster
brand loyalty.
4. Decline Stage:

○ Meaning: Falling sales and profits.

○ Characteristics: Shrinking market, competitor exit, potential
inventory build-up.
 BOAT Smart Ring -
Introduction
• BOAT is an Indian electronics brand
known for its affordable audio devices.
Recently, it entered the smart wearable
market with the launch of BOAT Smart
Ring.
• The ring offers fitness tracking, sleep
monitoring, and stylish design for
tech-savvy consumers.
 BOAT Smart Ring - Stage of
Product
• The BOAT Smart Ring is in the Introduction
stage of the product life cycle. It is a new
entrant in the smart wearables segment
and is still establishing its presence.
BOAT Smart Ring - Evolution
• Introduction: Launch with limited
models.
• Product features include basic
health tracking and sleek design.
• Being tested in niche markets to
gauge consumer feedback.
 BOAT Smart Ring - Current
Marketing Strategies
• Collaborations with fitness
influencers.
• Targeted digital ads on
Instagram and YouTube.
• Stylish launch campaigns
highlighting design and health
benefits.
• Limited edition variants to
create exclusivity.
BOAT Smart Ring - Alternate
Strategy
• Partner with fitness
studios for ‘try before
you buy’ experiences.
• Introduce EMI plans
for affordability.
• Conduct college-level
marketing campaigns
with student
ambassadors.
 Mamaearth - Introduction
• Mamaearth is a personal
care brand founded in
India in 2016. It offers
toxin-free and natural
products including
skincare, haircare, and
baby products.
• It is a brand under
Honasa Consumer Ltd
and promotes
sustainability and
transparency.
 Mamaearth - Stage of
Product
Mamaearth is in the Growth stage of
the product life cycle. Its increasing
popularity, expanded product range,
and presence in offline and online
retail reflect this.
 Mamaearth - Evolution
• Introduction: Started with baby care products.
• Growth: Expanded into skin and hair care lines.
• Partnerships and celebrity endorsements helped
boost recognition.
• Strong presence on e-commerce platforms.
 Mamaearth - Current
Marketing Strategies
• Use of social media influencers.
• Frequent Instagram campaigns and contests.
• Eco-friendly packaging and brand storytelling.
• Wide product availability on Amazon, Nykaa, and
their own app.
 Mamaearth - Alternate
Strategy
• Launch a loyalty program named
‘MamaPass’.
• Introduce AI-based skincare
assistant app.
• Host campus activations to
promote the brand among
students.
 Tata Salt - Introduction
• Tata Salt, a flagship brand
under Tata Chemicals, was
launched in 1983. It is
known for purity and
iodine content,
revolutionizing the Indian
packaged salt market.
• It is often called 'Desh Ka
Namak' and is a household
staple across India.
 Tata Salt - Stage of Product
• Tata Salt is in the Maturity stage of the
product life cycle. It enjoys a loyal customer
base and has diversified into several salt
variants.
 Tata Salt - Evolution
• Introduction: Launched
as India’s first iodized
salt.
• Growth: Gained trust
with health-centric
messaging.
• Maturity: Introduced
new variants like rock
salt and low-sodium salt.
• Diversified packaging
sizes for different
 Tata Salt - Current
Marketing Strategies
• Emotional branding like 'Desh Ka
Namak'.
• Product extensions into health and
wellness salt.
• Campaigns during national events.
• Strong distribution and retail presence.
 Tata Salt - Alternate
Strategy
• Launch a smart salt dispenser for
health-conscious consumers.
• Start 'Healthy Kitchen Points' loyalty
app.
• Sponsor regional cooking shows to
strengthen household branding.
 MTNL(Mahanagar Telephone
Nigam Limited.) - Introduction

● Government-owned
telecom, established
1986, focused on
Delhi/Mumbai.
● Struggled with tech,
competition;
shrinking customer
base and financial
losses.
● No longer a major
player.
 MTNL - Stage of Product
MTNL is in the decline stage due
to decreasing demand for its
traditional services. Outdated
infrastructure, lack of
innovation, and financial
constraints have led to a
shrinking customer base. Private
telecom giants offer superior
alternatives, leaving MTNL with
limited, niche clientele and a
downward trend in revenue and
relevance.
 MTNL- Evolution
Introduction: Launched as India's first iodized salt, setting a new
standard for public health.
Growth: Gained widespread trust through consistent
health-centric messaging, emphasizing the importance of iodine.
Maturity: Innovated with new variants like rock salt and
low-sodium salt, and introduced diversified packaging sizes to
cater to different market segments.
 MTNL - Current Marketing
Strategies
• Minimal promotional activities.

• Continuing to offer low-cost

landline and broadband
services.

• Focus on existing loyal

government and business
users.

• Providing discounted combo

plans (landline + broadband).

• Leveraging government
support and subsidies for
survival.
 MTNL- Alternate Strategy
• Digital Transformati on:
Upgrade services by
investing in fiber-optic
broadband and 5G
readiness.

• Rebranding: Change
public perception with a
fresh, modern image and
youth-focused
marketing.

• Partnerships: Collaborate
with private telecoms or
OTT platforms (like
Hotstar or Netflix) to add
value.
 Akasa Air - Introduction
● Akasa Air, an Indian
low-cost airline, began
operations in August 2022,
founded by Rakesh
Jhunjhunwala.
● It offers affordable,
comfortable, and
eco-friendly domestic flights,
emphasizing customer
experience, punctuality, and
sustainability.
● Akasa Air is rapidly
growing, challenging
established Indian aviation
players.
 Akasa Air- Stage of Product
● Akasa Air is in the Growth
Stage, rapidly expanding its
network and fleet.
● It's gaining market acceptance,
brand recognition, and customer
loyalty due to competitive pricing
and service.
● The airline is solidifying its
position, despite facing
competition, requiring
continuous improvement for
sustained growth.
 Akasa Air- Evolution

● Introduction: Launched in
August 2022 as a new low-cost
Indian airline by Rakesh
Jhunjhunwala, aiming for
affordable, comfortable, and
eco-friendly travel.
● Growth: Rapidly expanded
network and fleet, gaining
market acceptance and brand
recognition through competitive
pricing and customer service.
● Current Stage: Solidifying its
position in the Indian aviation
market, continually improving to
sustain growth against
established competitors.
 Akasa Air - Current
Marketing Strategies
* Offering low-cost tickets to
attract price-sensitive
travelers.

* Focus on on-time
performance and reliability.

* Using modern aircraft for

better fuel efficiency and
comfort.

* Branding as a youthful,
eco-friendly, and
customer-first airline.
 Akasa Air- Alternate
Strategy
* Expand into international
short-haul routes like Southeast
Asia or the Middle East.

* Launch a frequent flyer program

to build customer loyalty.

* Partner with hotel chains and cab

services for travel packages.

* Develop a mobile app with

personalized offers and easy
booking.
 Noise - Introduction

• Noise, launched 2014, is a

leading Indian consumer
electronics brand.

• Known for affordable, stylish

smartwatches, earbuds, and
wearables.

• Targets tech-savvy users, sold

online, noted for fast product
launches
Noise- Stage of Product
○ Noise is in the
Maturity Stage, a
leading
smartwatch/wearable
brand.
○ Faces high competition
from boAt, Fire-Boltt,
Realme.
○ Sales stable, market
growth slowing; focus
on innovation and
retention.
 Noise- Evolution
Introduction: Launched in 2014,
Noise entered the Indian consumer
electronics market with affordable,
stylish smartwatches and wearables.
Growth: Rapidly established itself as
a leading brand through consistent
product launches, feature-rich
devices, and strong online presence,
attracting a wide customer base.
Maturity: Now a mature brand,
Noise maintains market leadership
amidst high competition by
focusing on continuous product
innovation and customer retention
strategies.
 Noise- Current Marketing
Strategies
* Collaborations with
celebrities and influencers.

* Flash sales and limited

edition product drops.

* Focus on fitness features

like heart rate tracking and
sleep monitoring.

* Online ads and campaigns on

Instagram, YouTube, and
Amazon.
 Noise- Alternate Strategy
* Expand into
international markets like
Southeast Asia or the
Middle East.

* Introduce a trade-in
program for older devices.

* Launch a loyalty rewards

app for repeat customers.

* Provide customizable
watch faces and bands.
 Videocon - Introduction
Videocon, founded in 1979, was
once among India’s top
consumer electronics and home
appliances brands. It
manufactured televisions,
refrigerators, washing
machines, and also ventured
into telecom services. Known
for affordability and wide
availability, Videocon was a
trusted brand during its peak
years. However, due to lack of
innovation, poor marketing, and
intense competition from global
giants like Samsung, LG, and
Sony, the brand gradually lost
relevance.
 Videocon- Stage of Product
Videocon is currently in
the Decline Stage of the
Product Life Cycle. Weak
financial health, outdated
products, and fading brand
recall have drastically
reduced its market share.
T he brand has little
consumer presence today,
relying mostly on leftover
recognition from older
customers.
 Videocon- Evolution
Introduction: Founded in 1979, Videocon
entered the Indian market as a television
manufacturer, offering affordable consumer
electronics to middle-class households.
Growth: Expanded into washing machines,
refrigerators, air conditioners, and other
appliances during the 1980s–90s, becoming one of
India’s most trusted home appliance brands.
Maturity: By the early 2000s, Videocon was at
its peak, holding a strong market share and
enjoying brand loyalty. It even diversified into
telecom, oil & gas, and other businesses, making it
a household name.
Decline: Due to financial mismanagement, lack
of innovation, and intense competition from
Samsung, LG, and Sony, Videocon slipped into the
decline stage and lost its market relevance.
 Videocon- Current Marketing Strategies
• Very limited or no
active marketing
campaigns.

• Heavy reliance on
discounted pricing
of older models.

• Dependence on
legacy customers
who still recall
the brand.
 Videocon- Alternate Strategy
• Rebrand as a
budget-friendly smart
appliance company.
• Collaborate with
startups for IoT and
AI-based smart home
solutions.
• Focus on online-exclusive
sales to cut costs and
appeal to younger buyers.
 ASIAN PAINTS -
Introduction
Asian Paints, founded in 1942
in Mumbai, is India’s largest
paint company and Asia’s
third-largest. It produces
decorative paints, industrial
coatings, waterproofing
solutions, and has diversified
into interior décor and
design. With operations in
more than 65 countries, Asian
Paints is known for
innovation, branding, and
one of the strongest dealer
networks in the industry.
 ASIAN PAINTS- Stage of Product

Asian Paints is in the

Growth Stage of the
Product Life Cycle. Rising
demand for home décor,
innovation in eco-friendly
paints, and expansion into
international markets fuel
its ongoing growth.
 ASIAN PAINTS-EVOLUTION
Introduction: Started
in 1942 by four
friends in a small
garage.
Growth: Rapid
expansion across
India with innovative
ads and dealer loyalty
programs. Entered
global markets.
 ASIAN PAINTS-CURRENT
MARKETING STRATEGIES
• Emotional ad campaigns like
“Har Ghar Kuch Kehta Hai ”.

• Celebrity endorsements and

storytelling commercials.

• Dealer loyalty programs with

strong distribution networks.

• Product innovations:
eco-friendly, washable, and
luxury finishes.

• Expansion into waterproofing

and décor services.
 ASIAN PAINTS-ALTERNATE
STRATEGY
• Develop AR/VR
apps for
customers to
preview wall
colors and
designs.

• Increase focus on
sustainable and
eco-friendly paint
solutions.

• Strengthen
personalized
décor
consultancy
services.
 AMUL-INTRODUCTION
Amul, founded in 1946 in Anand,
Gujarat, is India’s largest dairy
cooperative under the Gujarat
Cooperative Milk Marketing
Federation (GCMMF). Known as
the “Taste of India,” it
transformed the Indian dairy
industry through the White
Revolution. Today, Amul offers
a wide range of products
including milk, butter, ghee,
cheese, ice creams, chocolates, and
 AMUL-STAGE OF PRODUCT
Amul is in the Maturity
Stage of the Product Life
Cycle. It enjoys high customer
loyalty, a wide distribution
network, and strong market
leadership, though competition
from Nestlé, Britannia, and
Mother Dairy remains high.
 AMUL-EVOLUTION
Introduction: Began in 1946
as a cooperative movement
to support farmers.
Growth: Drove the White
Revolution in India, expanded
into butter, cheese, ghee, and
ice creams.
Maturity: Became India’s
leading dairy brand with
diversification into
chocolates, beverages, and
value-added products,
maintaining a loyal
consumer base.
 AMUL-CURRENT MARKETING
STRATEGY
• Iconic Amul Girl
campaigns with witty
billboards.

• Affordable pricing for

mass consumers.

• Strong distribution
across rural and
urban markets.

• Diversification into
chocolates, beverages,
and premium dairy.
 AMUL-ALTERNATE STRATEGY
Enter global
premium dairy
markets.

Introduce
plant-based,
organic, and
lactose-free
alternatives.

Boost digital
marketing and
influencer
partnerships to
connect with youth.