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o Product Life Cycle
o Marketing Strategy
o Consumer durables
Cadbury Dairy Milk
o Marketing Strategy
o Marketing Strategy
Samsung 3D TV
o Marketing Strategy
The assignment is consider the Product Life cycle of the Product & Marketing strategy of the
company for their product. The PLC & marketing strategy is of Consumer durable & FMCG
(Fast Moving Consumer Goods).
Product Life CycleThe period of time over which an item is developed, brought to market and eventually
removed from the market. First, the idea for a product undergoes research and
development. If the idea is determined to be feasible and potentially profitable, the product
will be produced, marketed and rolled out. Assuming the product becomes successful; its
production will grow until the product becomes widely available. Eventually, demand for the
product will decline and it will become obsolete.
Product Life cycle has the 4 Stages. 1) Introduction
Introduction- Product Introduced in the Market
Growth- It is a period of Rapid Market acceptance & sales rise at the increasing rate
Maturity- Sales rise but at Decreasing rate
Decline- It is the stage when sale star falling.
Marketing StrategyAn organization's strategy that combines all of its marketing goals into
one comprehensive plan.
Marketing strategy is a long-term course of action designed to optimize allocation of the
scarce resources in delivering superior customer experiences and promote the interests of
Marketing strategy should be linked with the firms‟ mission and values (although these
elements are not strictly part of marketing strategy).
FMCG (Fast Moving Consumer Goods)Frequently purchased/Used essential or non-essential goods such as food, toiletries, soft
drinks, disposable diapers.
Ex. Shampoo, Milk, Chocolate
Consumer Durable GoodsMass market heavy goods (such as washing machines, refrigerators, furniture) intended
to last three or more years. Also called durable goods or hard goods.
Ex. Washing Machin, Television, Computer.
FMCG- Cadbury Dairy Milk, Colgate, Head & Shoulder Shampoo.
Consumer Durable- Samsung 3D TV
Cadbury Dairy Milk-
Cadbury company was founded in 1824 by John
Cadbury in Birmingham, UK. Cadbury co. was entered in Indian market in 1948.
Cadbury Dairy Milk was launched in India in 1984.
The Popularity of Dairy Milk is so high in India that Dairy milk alone holds 30% value
share of the Indian chocolate market.
Cadbury also launched so many flavours under the Brand name Dairy Milk, like
Dairy Milk Shots, DM Silk, DM fruit & Nuts, DM Almonds, DM Crackle etc.
The Product Life Cycle of Dairy Milk-
Inspite of Dairy Milk introduced in 1984 in India, it is in the Growth level as per the Dairy
Milk India co. Pvt. Ltd.
Cadbury continually keep change its shape, packing & other things but there‟re two
things that are not change so highly from starting to present in India that are… Price &
Taste. There may be slide difference from introducing to now but it doesn‟t affect the
Love of Dairy Milk in the heart of people of India.
- Dairy Milk is available in various sizes from 10 gm to premium packs
- Competitive pricing starting from Rs.5.
Manufacturing units of the Cadbury₹Thane (MH)
₹ Pune (MH)
₹ Gwalior (MP)
₹ Bangalore (KA)
₹ Baddi (HP)
- The media mix for the campaign comprises TV, outdoor, Internet and radio also.
Cadbury Company also promote the Dairy Milk by several types of Campaign like
1) „Real taste of India‟ in 1994
2) „Khane walo ko khaane ka Bahana Chahiye‟ in 1998
3) „Pappu Pass Ho gya‟ in 2001
4) „Kuch Mitha Ho jaye‟ in 2004 which inspire the customer to use Dairy Milk instead of
Sweet on Traditional occations.
5) „Shubh Aarambh‟ in 2010
6) „Khane ke Baad kuch Mitha ho jaye‟ in 2011
These all the campaigns are very successful but the most popular are „Khane ke Baad kuch
Mitha ho jaye‟, „Pappu Pass Ho gya‟, „Shubh Aarambh‟.
The most common thing in all the Promotion campaigns is that they all are directly
targeted to the Tradition or culture of Indian people.
In earlier time Dairy Milk make the target Market only to the Kids but now a days it
targeted to the people of all ages by their campaigns.
In 1806, William Colgate introduced starch, soap and candle factory on Dutch Street
in New York City under the name of "William Colgate & Company". In 1857, William
Colgate died and the company was reorganized as "Colgate & Company" under the
management of his son Samuel Colgate In 1873, the firm introduced its first toothpaste,
an aromatic toothpaste sold in jars.
- In 1928, Palmolive-Peet bought the Colgate Company to create the ColgatePalmolive-Peet Company, In 1953 „Peet was removed from the name & named as
current “Colgate Palmolive Company”.
Vairous Product Category Oral Care
Colgate Max Fresh
Naturals Moisturizing Body Wash - Milk and Honey
Palmolive dish washing Paste
Professional Oral care
Product Life Cycle of Colgate—
In 1940 Colgate use the slogan "It cleans your breath while it cleans your teeth”, in
1960 "The Colgate ring of confidence”
- The different type of marketing strategy are being used by colgate to promote the
brand like, For Urban population, they would come up with the products suiting to
young generation, For Urban rich and consuming class products on the basis of
functional benefits, They launch the different types of toothbrush & toothpaste for
different Group age.
Colgate used some promotional activity which are mostly unique like free Dental
check up centers, Free Dental check up mobile vans.
Colgate gives the Scholarship to students by offers.
Company increases the wholesalers in town areas as per their Promotional &
Samsung 3D Tv-
Samsung company was founded in 1938 in . Samsung-Sanyo began production of
black-and-white televisions for domestic sale in 1972, in 1977 they started to export
colour television. Samsung entered in the Indian market in 1995 with launching
The 3D TV was introduced in starting of 2010 in the Global Market but it was
introduced in Indian Market at the ending of 2011. The growth of the 3D TVs in India
is very slow then LCD & LED TV.
Product Life Cycle of Samsung 3D TV-
Currently the growth of Samsung 3D tv is at between the Introductory stage & growth stage
in Product Life Cycle.
The marketing strategy of Samsung is not so high as like in their other products like Mobile.
Company focuses on mobile market in india so they can not grow in 3D television market so
fastly but it is also true that the popularity of Samsung 3D TVs are much higher then othe
brand like LG, Panasonic.