This document provides a marketing analysis of 4 products - Aura white gold jewelry, Minute Maid orange juice, Janashakthi full option motor insurance, and Airtel mobile service. It conducts a SWOT analysis for each product and its main competitor. It also analyzes elements of the marketing mix for selected head-to-head product comparisons, detailing how Aura differs from Strong & String jewelry, how Minute Maid differs from Pepsi, and how Janashakthi full option differs from Ceylinco VIP On The Spot motor insurance. The document aims to demonstrate knowledge of concepts like the product life cycle, marketing mix, and competitive analysis.

1. APPICATION OF PLC AND MARKETING MIX
Prepared by
Umega premarathne
PCMIV/2010/COL/0023
94, Ananda Rajakaruna Mw,
COLOMBO 10.
November 2010
Preliminary Certificate in marketing
SRI LANKA INSTITUTE OF MARKETING

2. 1
EXECUTIVE SUMMARY
The application of PLC and marketing mix are the major topics in marketing.PLC is a concept
reflect the theory products like human beings live a life they are born (introduction),they grow up
(growth),they mature (maturity)and eventually die (decline).The basis. and traditionally
marketing mix had for elements that are product,price,promotion,place however with the
introduction of service it was extended by adding people, process and physical evidence.
Therefore 7p’s now available in the marketing mix here.i have selected 4 Products that are
o Aura white gold jewelry
o Minute maid orange
o Janashakthi full option
o Airtel
Then I could get better knowledge at about this areas in the marketing mix and plc in
marketing.After that I could gain lot of things aggregate to my life path.

3. 2
ACKNOWLEDGEMENT
I would like to take this opportunity to express my gratitude to all those who made it possible for
me to complete this documentation. Firstly, I would like to thanks to my lecturer Mr. Mahesh
Fernando & Mr. Shaminda Perera for his valuable guidance, & thanks for my friends who
support to complete this & thanks also to my family.
Thank you.

4. 3
CONTENT
Methodology…………………………………………………………………………04
Introduction to PLC………………………………………………………………….05
Task 01
o Justifications………………………………………………………….07
Task 02
o SWOT Analysis………………………………………………………11
Task 03
o Marketing mix tactics attacking competitors…………………………16
Conclusions…………………………………………………………………………...22
References…………………………………………………………………………….23

5. 4
METHODOLOGY
In oder to gain a theoretical knowledge for the study, recommended study text book and internet
and for that went through the web site of marketing teacher www.marketingteacher.com.I would
like to give my heart filled thank to the aura’s marketing manager as a sales manager in
janashakthi full option.they help me to get lot of informations at about to this assignment.Then I
went airtel’s headoffice and get more information about packages.After that I went coca-cola
web site and I got more information about my product is minute maid.so also I went hanwella
janashakthi branch and I got more information about this full option.
They help me in many ways to get this details they they give me even their annual report because
to get more information after that finally I finishesd my assignment in correct way in my best of
knowledge so on.

6. 5
INTRODUCTION TO PLC
The product life cycle (PLC) concept reflects the theory of the products like human being, live a
life. They are born(introduction),they grow up (growth), and they mature (maturity) and
eventually die (decline).The basis of PLC is that the products move through a series of stages
from its introduction to their withdrawal from the market.
PRODUCT OF THE PRODUCT LIFE CYCLE
The following are the stages the product goes through from its introduction to withdrawal. These
stages can be plotted as a curve as shown in the below and has five major stages namely
development (normally this is called as R & D which means research and development),
introduction, growth, maturity and decline.
a) Development stage: Takes place when the organization finds a new idea and starts
developing a new product. Marketing research in the form of testing the product’s
acceptance takes place during this stage. Investment is very high in the form of R & D
and development cost. Some organizations attempt to ensure secrecy during this stage
while other use this time for informing that a new product is forthcoming.
b) Introduction stage: a period of slow sales growth as the product is introduced in the
market. Profits are nonexistent expenses of product development and promotion. Unit
cost is very high and the product for time being is a loss marker.
c) Growth stage: during this stage, sales rise rapidly and the product start to make profits.
As production increases unit cost fall. Since demand increases prices tend to remain fairly
static for a time. However, the prospect of mass production and a strong market will
attract competitors so that the number of producer will increase. With the increase of
competition, manufactures must spend a lot of money on improvement, sales distribution
and promotion in Oder to obtain a dominant or strong position in the market.
d) Maturity stage: due to severe competition the rate of sales growth slows down and the
product reaches a period of maturity. Eventually sales will decline so that there is
overcapacity of production in the industry. During this stage a few weaker competitors

7. 6
are squeezed out. The remaining producers seek means of prolonging the life cycle by
modifying it and searching new market segment
e) Decline stage: the sales of most product offers and brands eventually dip. The decline
may be slow or rapid. Sales decline for many reasons, including technological advances,
shifts in consumer taste, and increased competition.

8. 7
TASK 01
JUSTIFICATIONS

9. 8
AURA
Swarnamahal, fore years, has captured the poetry of beauty in creations of fine
jewelry, a sophistication that has wooed the hearts and mind of many.
Over times swarnamahal has become synonymous with sophistication in design to
Indians and for Muslim and western bridal jewelry design.
Swarnamahal has a very big market share with high market growth rate.
Swarnamahal has new range “AURA” a beautiful collection of 18kt white jewelry
has been introduced to appeal to the finer tases of society.
MINUTE MAID ORANGE JUICE
The process of delivering fresh-tasting orange juice year round was developed
through tears of research.
The Massachusetts developed a flavourfull orange juice powder.
The orange grows on a medium-sized evergreen tree with a smooth,gray
trunk,oranges contain water,suger,citric asid,minerals,salts and vitamins A.B.C
oranges also come in many different sized shapes.
This product as released by 7.16.2008
Minute maid has perfected a way to offer great taste all year around.
And coca-cola beverages have high market share and good growth rate.

10. 9
JANASHAKTHI FULL OPTION
The company flagship brand has brought about a revolution in comprehensive
motor insurance.
Its many benefits include a tool free 24 hour customer care service center.
Full option auto center fast and only collision repair center owened by insurance
company cash for hospitalization and 14 day arrange period for renewals.
Full option auto center in 2010 will for there improve facilities reducing the repair
lead time.
And there have 100 branches and there revenue growth is LKR.MN 5984
AIRTEL
Airtel comes to you from bharati airtel limited.
The company is structured into fore strategic business units-
mobile,telemedia,enterprises & digital TV.
The mobile business offers service in India, srilanka, Bangaladesh.
Airtel which is one of the Asia’s leading integrated telecom service provide with
an aggregate of over 100 million customers.
Bharati airtel lanka commence commercial operation of service on jan 12
2009.and how has an aggregate of 1million customers,and srilanka’s fastest
growing wireless operator.
Airtel in just ten years of operations rose to the pinnacle to achievement and
continues to lead.
The company provide digital mobile service to srilanka in exclusive of voice
telephone,voicemail,data services and GSM buses services.All of these airtel
brand.

11. 10
Competitors
Minute maid orange - Pepsi
Aura - Strong & string
Janashakthi full option - ceylinco on the spot
Airtel - Etisalat

12. 11
TASK 02
SWOT ANALYSIS

13. 12
PepsiCo -:
STRENGTHS WEAKNESS
 Outstanding reputation
 Broader Product line-Creates synergy
beyond the board.
 Large charge less banknote flow-new
acquisition.
 Great brand, able distribution, avant-
grade capabilities.
 Global bazzar baton in the bite foods
and non-carbonated beverages.
 PepsiCo sells three articles through the
aforementioned administration channel
 Huge Advertising budget.
 Able marketing Intelligence.
 Difficult to affect vision and direction
for large global company
 Non-uniform company name for some
PepsiCo products.
 PepsiCo lags baton coca-cola in the all
embracing bazzar-Highly Elastic
Demand.
 Big health issue for Pepsi drink-fat and
sugar.
 Falling behind in all-embracing market,
namely Russia, Venezula and South
America.
 Health issue in the India bazzar with
baptize-independent pesticides.
 There P.R side is very poor
 Their product prices are very high value
OPPOERTUNITIES THREATS
 Expanding food Division in the all-
embracing market
 Investments into added non-carbonated
articles in the us bazzar and regional
 Avant-grade customizes articles
technology
 Concentration on advantageous another
articles as per the barther needs
 Bottle baptize bazzar faces competition
 Company with all-embracing and
domestic standards
 Environmental affair PET bottles
 Continuously increases in the amount
of awkward oil and raw materials’
affects the amount of accomplished
products
 Terrorism-anti-American advocates.

14. 13
Ceylinco Insurance -:
STRENGTH WEAKNESS
 Premium Rates are increasing and so
commissions.
 The variety of products is increasing.
 Prospect expect more services from
their brokers.
 This Insurance Company are often slow
to respond to changing.
 There is an increasing trend of financial
weakness among the company.
 There are more competitors for
agencies to compete with bankers and
internal players.
 There lables and logos other visible
things are very less
 Ceylinco insurance has not number of
automated in the island & there service
also very slow it means waiting time is
very high.
 There haven’t NCB protection,your
claim your choice.
 There haven’t 10% up front no claim
bonus discount.
 There are no linked branches
OPPOERTUNITIES THRETS
 The ability to cross sell financial
services is barely being tapped.
 Technology is improving to the point
that paperless transactions are
available.
 The client’s increasing need for an
“insurance consultant”can open new
ways to service.The client and generate
income.
 The increasing cost and need for
insurance might hit point where a
backlash will occur.
 Government regulations on issues like
health care, mold and terrorism can
quick change the direction of
insurance.Increasing expenses and
lower profit margins will hit hard on
the smaller agencies and insurance

15. 14
companies.
 Increasing expenses and lower profit
margins will hit hard on the smaller
agencies and insurance companies.
STRON & STRING -:
STRENGTH WEAKNESS
 There have lifetime warranty and
lifetime exsisting.
 There price is normal and better than
their competitors
 Aura’s public image is very constantly.
 Gold prices are very high.
 There market audiences are change.
 There share market is go to the down
 Lot of duplicates are available in the
local market
OPPERTUNITIES THRETS
 There Market development is very
high.
 A new emerging or development
market (niche product)can release.
 White jeweler market prices are go to
down.
 And competition is very high.

16. 15
Etisalat -:
STRENGTH WEAKNESS
 There have 12 years experience,
knowledge, and data in this
telecommunication field.
 More signals have lot of areas.
 They will give lot of facilities
for customers
 Reasonable prices have
 In recently they built famous
brand name in 18 countries with
sri lanka.
 No 3G services.
 Change ownership in 2 times.
 There distribution channels are
very less and slow.
 There direct marketing side is
very poor.
 Motivate and reward systems
are very less to sell the postpaid
packages. There systems are
poor.
Ex-: they didn’t give good mms
like that things.
 There printed lables and are
less.
 They don’t have niche market
side.(They didn’t give small
small free things)
OPPERTUNITIES THRETS
 Globle influences
 Customers vulnerabilities
 Niche market
 They going to release different
types of packages to the
different ages.
 They give more discounts for
CALLS and for SMS.
 Political and legislative effects
are tied
 IT development.
 There have high market
demand.

17. 16
TASK 03
AURA vs STRON & STRING
Marketing mix element Detail of marketing mix element Competitors status
Product Brand name is very popular and well
packaging and also aura has different
sizes. Aura product is established in
every people’s mind. This is the only
white jewelry in sri lanka.
There share market is go to
the down
Place There have channels to distribute
their Product as in follows Colombo.
3, Negombo, Nugegoda like this
place.
Lot of duplicates are
available in the local market
Price Aura has 3 payment turms, people
can bare this price. It is normal, not
give high price.
Gold prices are very high.
Promotion They have well promotional systems
in TV advertisements and news
papers,there service to customers
delight.Also There target audience is
Colombo market,so they use more
tactics
There market audiences are
change.

18. 17
MINUTE MAID vs PEPSI
Marketing mix element Detail of marketing mix element Competitors status
Product This product has different design
and there quality is very good &
brand name also very popular in
lot of countries in this world.there
packageing also good they use
attractive things to package.
Big health issue for Pepsi
drink-fat and sugar.
Price There bottle Price is 30/= so it’s
very reasonable price.
Their product prices are
very high value
Place There transportation side is very
good not only sri lanka also in
whole the world they quick
produce and quick distribute them
in quick way. There brand name is
very popular in island wide.
Falling behind in all-
embracing market, namely
Russia,Venezula and
South America.
Promotion They have big promotion way to
promote there product. As an ex-
:they give sponsorships to car
rally, schools items,ganner super
cross and there advertisement also
very popular not only sri
lanka.They use it to TV and
Banner for advertise their things.
There P.R side is very
poor

19. 18
JANASHAKTHI FULL OPTION vs CEYLINCO VIP ON THE SPOT
Marketing mix element Detail of marketing mix element Competitors status
Product Full option provide various kind
of features to the customers its are
On-side claim approval, your
claim your choice,NCB
protection,15 day automatic cover
And also they have 24 hours
customer care call center service
out policy holders.
There haven’t NCB
protection,your claim your
choice.
Price Full option provides a 10% up
front no claim bonous
discounts,also they give unlimited
third party cover for all the Private
car & dual purpose.
There haven’t 10% up
front no claim bonous
discount.
Place Janashakthi has all island coverage
branch network for the customer
service, they have more then 100
liked branches in the island &
customer can get any kind of
service from our any branch
There are no linked
branches
Promotion They sponser to motor rallys,
Also international sport,popular &
talented sport star’s. They have
sticker campaigns,offering special
discounts
They give sponser to
general business very
rarely.
People They don’t avoid customers, but
great & well come them,don’t
frown but smile,and friendly,good
front office
This Insurance company
are often slow to respond
to changing.

20. 19
Physical evidence There janashakthi labels & other
printed in formations are well.
And logos & other visible
evidence of brand identity are also
well.
There label and logos
other visible things are
very less
Process Janashakthi has number of
automated in the island, than all
other insurance companies in the
island. Also they have given quick
time service to our
customers.customer can get his
policy within 10 minutes, without
wating long time in the branch.
Ceylinco insurance has
not number of automated
in the island,& there
service also very slow it
means waiting time is very
high.

21. 20
AIRTEL vs ETISALAT
Marketing mix element Detail of marketing mix element Competitors status
Product There service is superb also airtel
which covers area in Jaffna and
they give excellent service and
delight their customer. They have
3G services.
No 3G services.
Price There have reasonable call rates it
means there call rates are less than
their compititors.(25/= & 99/= talk
time free,3G free like that things)
They don’t have niche
market side.(They didn’t
give small small free
things)
Place They have 36 branches and with
Jaffna branch,within few days they
coverd lot of districs
There distribution
channels are very less
and slow.
Promotion Airtel has launch a new youth
plane promotion and also airtel
gives 0% rentel.they give free sim
& they use to their advertisement in
popular artists ex:-sangakkara
They use to promote
unpopular artists.& they
demand their sim in high
prize
People Airtel has a good attitudes and they
respect to their clients and their
service is very quick
Change ownership in 2
times.
Physical evidence Airtel has big vision it’s they
serach niche market. So they are
put printed information and they
distribute to people also they use to
promote their brand name of logos
and advertisements
There printed label and
are less.

22. 21
Process There system and they give online
service.There queing and wating
times are very less.because they
give to their customers very good
value
Motivate and reward
systems are very less to
sell the postpaid
packages.There systems
are poor.Eg-: they didn’t
give good mms like that
things.

23. 22
CONCLUSIONS
The PLC concept is like human being.There are developing,Introduction,growth,maturity &
decline.And I did choose Airtel,Janashakthi,Minute maid,Aura these are the thigs I selected.We
can conclude when we analysis our marketing mix & SWOT we can get Aura has big market
share & high growth rate.Janashakthi insurance also in this stage,when we analysis this when we
analysis SWOT & Marketing mix there also have big market share.
And Airtel is in the growth stage there have also now big market share and they can well
compete their compititors.And minute maid is the no 1 beverage in this world.Because there
have very big market share and growth rate. And finally we can conclude these products and
services are present stage is growth stage.
Vote of thanks,
Mr G.S Sylvester
Mr Mahesh Fernando
Mr shaminda perera

24. 23
REFERENCES
1) PCM – Recommended study text- chapter 7 page-83
chapter 11 page-141
2) www.marketingteacher.com

25. 24