A company¶s differentiating and positioning strategy must change as the product, market, and competitors change over time. For that it is important to understand the concept of product life cycle and the changes that are normally made as the product passes through each stage ot the life cycle.
THE CONCEPT OF THE PRODUCT LIFE CYCLE
1. Products have limited life. 2. Products sales pass through distinct stages, each posing different challenges, opportunities and problems to the seller. 3. Profit rise and fall at different stages of the product life cycle. 4. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in such stage of their life cycle. Most product life cycle curves are portrayed as bell-shaped curves. This curve is typically divided into four stages: y y y y Introduction Growth Maturity Decline
INTRODUCTION STAGE OF PLC
ABOUT THE COMPANY
y y y y Cadbury started in 1824 by John Cadbury. In India, Cadbury began its operation in 1948 by importing chocolates. Cadbury India operates in four categories mainly Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. Cadbury enjoys a value market share of over 70%- the highest Cadbury brand share in the world.
Indian brands include: y y y y y y y y y Dairy Milk 5 star Perk Tempetation Celebrations Éclairs Gems Bytes Bournvita
PRODUCT LIFE CYCLE OF CADBURY
Cadbury is in its Maturity Stage as its revenue growth was up 12% and in India it grew up by 23%. New add-ons are being added to keep the excitement on and to stay in the market in pace with their competitors. Cadbury has kept a good look on their competitors and does spends a good amount on advertisements by endorsing Brand Ambassadors for Cadbury (Amitabh Bacchan) and also coming with brand extension with new products. 5 Star has come out of its growth stage and entered the Maturity...