Prestige Institute of Management and Research, Indore

MBA MM - A SEMESTER III

(Batch 2020 – 2022)
STRATEGIC PRODUCT MANAGEMENT
Submitted To : Submitted By:
Dr Pallavi Joshi Kapooria Isha Paliwal
Shreyash Sahu
Harsh Soni
Rohit Jain
Product Life Cycle
The term product life cycle refers to the length of
time a product is introduced to consumers into the
market until it's removed from the shelves. The
life cycle of a product is broken into four stages—
introduction, growth, maturity, and decline.
Product Life cycle of Samsung

Introduction
This presentation is about a study on the product life
cycle of Samsung Galaxy in India and the marketing
strategy it has used for its smart devices in the
Smartphone market.

About Samsung

Samsung was founded in 1938 by Lee Byungand was

originally called Samsung Sanhoe.
 Stage I: Introduction( 2001– 2006)
Samsung R220

PRODUCT PRICE PLACE PROMOTION

South Korea • Advertisement in
• Entered India in • Followed ̳Penetration
2001. Pricing strategy Print Media
Mother warehouse (delhi) • Samsung follow
• Launched 1st • Launched Samsung
model Samsung R220 of Rs.9000/- discounting
R220 with Simple (apx.) Sub distributors policy. (as par
blue display. (all states) mobile phone)

Samsung Dealers

Customers
 Stage II: Growth Stage
( 2006– 2011)

PRODUCT PRICE PLACE PROMOTION

South Korea • Advertisement in Print
• Launched wide • Followed ̳Penetration
range of touch Pricing strategy in Media, TV ads and
Mother warehouse (delhi) sales promotion.
screen mobile beginning of growth
phones to compete stage. • Prepaid connections
nokia. • Launch simple mobiles Sub distributors (Idea, airtel, vodafone)
with price of Rs. 9000 (all states) were given.
-22000. • Gifts
Samsung Dealers

Customers
Stage III: Maturity Stage
(2011 - Till now)

PRODUCT PRICE PLACE PROMOTION

South Korea • Advertisement in Print
• Launched Smart • Company uses price
phones with skimming strategies and Media, TV ads, social
Mother warehouse (delhi) media promotion,
android usually puts expensive
• Launched Galaxy price tags to its Campaigns,etc
series. smartphones. Sub distributors • Discount, offers
(all states)

Samsung Dealers

Customers
Strategies of Product Lifecycle
Introduction Growth Maturity Deline
• in this stage • in this stage • Samsung experiences • So far Samsung
Samsung designs, Samsung saturation in demand has not reached at
develops and incorporates and and launches the this stage because
introduces a new modifies their basic smart phone series of of extension in
series of their model with better mobile phones. maturity stage.
mobile phone. features.
PRODUCT LIFECYCLE OF CADBURY DAIRY MILK

Cadbury Dairy Milk is a

British brand of milk
chocolate manufactured
by Cadbury. It was
introduced in the United
Kingdom in 1905
 THE INTRODUCTION STAGE

• 1905 — Cadbury launches Dairy Milk into the market. (UK)

• Cadbury Dairy Milk in India redefined itself as the perfect expression of
spontaneous, shared good feelings, providing the real taste of life experience
through its brand strategy
• The brand grows by over 50% in sales volume.
• 1928 — Heavy investment begins in
Cadbury Dairy Milk ads stressing its
high milk content. (UK)
 THE GROWTH STAGE

• 1928 — Fruit and Nut was introduced as a variation of Dairy Milk.

• 1933 — Whole Nut was added to the Dairy Milk Family.
• 1998 — Cadbury Dairy Milk popularized its consumption in a social context,
especially in more traditional settings such as Weddings which are prevalent
in India with the campaign “Khaanein waallon ko khaanein ka bahana
chahiye”
• The brand penetrated into smaller
towns and sales volume grew by
40%
 THE MATURITY STAGE
• 1913 — Dairy Milk became Cadbury’s best selling line
• With Amitabh Bachhan Cadbury launched its new positioning
of “Kuch Meetha Ho Jaaye” bringing in the tradition of
celebrating a joyous occasion in India with sweets (Mithaai)
along with the Cadbury Dairy Milk.

• Cadbury Dairy Milk introduced Dairy milk silk as its sub

brand
• Cadbury Dairy Milk is prospering in this stage and has
India’s 70% of Chocolate consumption Market Share
and is the market leader.
Product Life Cycle Strategies
The product life cycle contains four
distinct stages: introduction,
growth, maturity and decline. Each
stage is associated with changes in
the product's marketing position.
Various marketing strategies is used
in each stage to prolong the life
cycle of the products.
Strategies of Product Lifecycle
Introduction Growth Maturity Decline
• Emphasis is on • In this stage • In this stage • So far Cadbury
advertising and Cadbury Cadbury focuses on dairy milk has not
distribution. concentrates on creating brand reached at this stage
• Costs are high due optimising product extensions and because of
to heavy marketing availability. promotion offers to extension in
cost boost sales. maturity stage.
Extended Product Lifecycle of Samsung
• Samsung tries to revive and retain its market by launching a new series
each time the end of the life cycle of a each model.
• Samsung employs a variety of marketing techniques and strategies to
draw clients to the brand and encourage them to purchase its products.
• Samsung also tried to bring in new and different variations in its
Galaxy series for example Galaxy Note with S pen stylus, biometric
authentication , wireless charging, infinite display and now foldable
smartphones.
Product Life Cycle Extension

When a product reaches the decline

stage, a business can act to extend its
life cycle. There are a number of
extension strategies that they can use
to prevent their product from
becoming obsolete.
• New and improved versions of
the product
• Price can be lowered
• sales promotion techniques
Extended Product Lifecycle of Cadbury
• Cadbury planned to promote new ideas and occasions and give new
reasons to the people to consume their product and associate 'meetha'
with Diary Milk in people's minds.
• It also utilized the strategy of using Indian traditions and customs to
connect with people and form a special bond with them i.e.
'Indianization' of the brand, besides giving it a contemporary image to
connect with the youth as well.
• Cadbury also tried to bring in new and different variations of CDM
like CDM Silk which was supposed to be even better and smoother
than the original CDM.