[FINAL ASSIGNMENT]

[ARSAL SALIM]
 PRODUCT LIFE CYCLE:

The product lifestyles-cycle (PLC) refers back to the different tiers a product is going
via from creation to withdrawal. The product existence-cycle refers to a probable
pathway a product may additionally take. It has implications for the advertising
approach of a company because it seeks to introduce, develop and keep market
proportion.
The product has 4 stages that are as follow;

INTRODUCTION PHASE:

While the product is brought and struggles to gain brand popularity. This is the stage
where a product exits the improvement and testing levels and enters the market.
Unless the vendor or manufacturer is a house hold name, increase is commonly slow
at the start. The product can be remarkable and cope with plenty of patron needs, but
the public is not familiar with it, so call for may be decrease. At this stage, there is not
possibly to be much opposition, and if the public embraces the product, the producer
has a rare possibility to create a monopoly.

EXAMPLES:

♣SELF-DRIVING CARS. Self-driving cars are still on the trying out stage, but
corporations hope so one can promote to early adopters tremendously soon.
♣ APPLE: They introduced a red coloured iPhone. Because this is a brand-new
product, it's far in the creation level. This product is not significantly one-of-a-kind
than other iPhone, it is considered a low learning product. Apple doesn’t sincerely
have to teach clients something about this product because they likely have already
got understanding approximately iPhone, and all Apple is converting is the colour.
Nevertheless, this is nonetheless a brand-new product within the introduction level
and Apple has to convey attention to purchasers.

GROWTH:

The introduction phase has ended. The increase phase of the product existence cycle
is while brand focus spreads and the marketplace start off-evolved responding.
Thanks to advertising and marketing and word of mouth, the product’s benefits and
blessings are being diagnosed by way of clients and distributors, permitting it to come
to be worthwhile and present a better return on funding. Depending at the strength of
the response, the manufacturer can also invest even greater in advertising and
marketing, introduce support services or start growing secondary merchandise.
Advertising and marketing and phrase of mouth helps the product to growth sales. As
income growth, more corporations are inclined to stock the product which allows the
product to grow even further.

EXAMPLES:
♣ELECTRIC CARS. Tesla Model S is in a growth phase. Electric cars nevertheless
want to convince humans that it'll work and be sensible. As there are many electric
charging points and more people adopt, it turns into less difficult to sell to individuals
who are extra sceptical of latest era like electric powered vehicles.
♣ Apple’s Air Pods is in the growth stage of the product life cycle This stage is
characterized via many incomes and growing marketplace proportion share growth.
They have been promoted by Apple via advertisements, which includes one which
aired in the course of Superbowl fifty-one. Most Apple customers are aware of the
new Air Pods, and many are purchasing them.

MATURITY:

The highest peak of product in the market penetration. Product sales peak in the
course maturity, which must be the longest a part of its life cycle. This is while
demand is at its strongest. The public has answered favourably and competition have
truly taken be aware.
During the maturity segment, there's little boom ability and producer recognition is on
keeping market percentage through extending the life cycle as a lot as feasible earlier
than competitor-driven over saturation happens. Sales ranges might also face a
decrease at the beginning but should in the end stabilize.

EXAMPLES:

♣HONDA: The Honda is a well-established vehicle. It has an awesome brand

popularity and has reached its peak stage of marketplace penetration. It would be
difficult to benefit an appreciably more market percentage. The product lifestyles
cycle of the Honda has been prolonged by constant enhancements and redesigns to
preserve the automobile on top of the marketplace.
♣APPLE: This a part of the lifestyles cycle includes a slowing of general industry
income and sales. Apple has been developing iPhones constantly over time, and
consumers are properly aware about them. They have been buying iPhones instead of
changing brands. Because of this, iPhones are inside the maturity stage.

DECLINE:

The product receives eclipsed by means of new products During the decline segment,
the product has essentially reached its saturation point. Pricing will either continue to
be solid or decline barely in an effort to stay competitive. This stage is wherein the
producer attempts to lengthen the product’s life cycle. They can make enormous
adjustments to the product to maintain it in the marketplace or withdraw it and
circulate directly to something else.

EXAMPLES:

♣ DIESEL CARS. Since governments have expressed problem at the extent of

pollutants from diesel vehicles. Some cities have threatened to prohibit diesel vehicles
inside some years. Sales have fallen significantly and the marketplace for diesel
vehicles may be in terminal decline.
♣ IPODS: Apple has some products which might be within the decline degree.
Apple’s iPods are in reality on this stage. The decline level happens while sale drop.
Many former iPod users do now not want them anymore due to the fact they have got
all their music on their phones. Because the demand for something iPods has dropped,
Apple decided to harvest them, wherein they reduce the rate of iPods and reduce the
advertising fees for promoting them.

STRATEGIES TO SUSTAIN AT MATURITY SATGE FOR A

LONG TIME:

With the peak marketplace penetration, the company may also be trying to find to
growth costs to boom profitability. However, if the marketplace could be very
competitive the firm may experience the need to hold costs low to defend market
share.
The firm may additionally focus on seeking to improve the product to benefit
marketplace differentiation and extend the length of maturity.
♦Lower pricing due to expanded opposition
♦Add new capabilities to the product to make it greater attractive to consumers than
alternative products
♦Offer bonus to distributors to hold ordering the product
♦Adjust advertising and marketing materials to cope with the distinction among the
product and its competition

MARKETING PLAN (STP):

SEGMENTATION:

♦ DEMOGRAPHIC:
Customers who want high-quality biscuits in low price ABC biscuits made for people
who are above 3 years age
♦ GEOGRAPHIC:
All the provinces of the state
Resident areas small towns and cities.
♦ BEHAVERIOL:
Segment the market on the bases of product best and its taste due to the fact people
like quality biscuits.
♦ AGE:
it may include above 3 years age.

CRITERIA FOR SEGMENTATION

♦ ACCESSIBLE:
Segment is very easily accessible to serve
♦ SUSTAINABLE:
Segment is huge enough to generate profit and increase market share of the
organization
TARGETING:

ABC will use mass concentrated on because of the lower profits of the people who
cannot manage to pay for high-rate biscuits (Children, Rural and Urban middle-class)

POSITIONING:

Biscuits and other bakery products are the maximum sought out and preferred food
objects for the snack time. So, we would really like to place our Biscuit product range
to provide our customers anytime, anywhere.

MARKETING MIX (4P):

PRODUCT:

Prioritizing on qualitative product which can be tasty and less costly, we're launching
new Biscuit products using healthy and right raw material; modern-day and digitally
green devices and hygienic production surroundings.

PRICING:

Pricing on the basis of cost plus some amount of profit

Charging low price to be in the market and to gain market share
Price of biscuits:
i. Ticky pack, Rs.10
ii. Half roll, Rs.20
iii. Family pack, Rs.40

PROMOTION:

We will use various types of promotional activities, such as advertising, promotion,

public relations, social media etc.

PLACE:

It will be place through whole seller, retailers and agencies

By promotion of ABC biscuits it will be available everywhere in store/ shop

ADVERTISING STRATEGIES:

♦ SOCIAL MEDIA: We will promote our product on any social media like
Facebook, Instagram, LinkedIn and Pinterest by posting effective contents and posters,
etc. social media marketing is very effective because everybody uses social media
♦ BILLBOARD: we will put our advertisement on billboards in areas where we feel
that people might be more attract to our product.
♦ TV CHANNEL: TV advertisement will be consisted of small attractive videos
based on the new features and other concerning information of the products also the
ads will be created in a way that will trigger the emotions of the viewer. Wwe will
also show our advertisement on TV channels like News channels Cartoon channels
POGO etc, to attract the audience who will be interested in our product.
♦ PRINT ADVERTISEMENT: We will also promote our product through magazine
and newspapers in sports section

TVC CONCEPTS:

In TVC concept We present a delicious product by ABC company promotes health

and strength that's affordable by all. With an extreme favourable layers like milk
cream, orange, lemon and Choco along with the strength of calcium and wheat ABC
Biscuits not only provide healthy nutrients to kid but also make the them strong and
healthy.

DAWALANCE [FACEBOOK POST]:

In This Eid-UL-Azah 2021.Get Dawlance (Double Door Deep Freezer)

The best product on your home, with the latest technology and a perfect body style.
Having Feature like Inverter Chest Freezer provides you the required power saving.
♦ Save up to 45% electricity.
♦ Low voltage Start-up (No need for Stabilizer).
♦ Quick Freeze Button for Quick Cooling.
♦ Stucco Diamond Sheet for Clean Interior.
♦ 12 Years compressor warranty.

BRITE [TVC]:

Brite is coming up with a new formula in (liquid detergent) Because powder may strip
your fabrics and cause garments to look dull/fade. For washing special colours, Brite
(liquid detergent) is the best to protect colours, giving you an outstanding stain
removal while keeping colours bright and vibrant. A greasy stain you get while
cooking, sweat-dust mixture and working or travelling (pollution) to get rid of that
You have to use Brite liquid detergent to remove tough and greasy stains without
losing garments quality and colours.

PEPSI [FACEBOOK POST]:

The recent trend in which Cristiano Ronaldo removed the bottle from his table and
replace water with it saying ‘Agulu’(water), crashed the market share of Coca Cola
but some alternative facts said that market didn’t crash due to player’s gesture it was
already down at 1.6% due to corona-virus. The sales were down on the other hand
Pepsi gained market share since Leonel Messi and other Top Players shooting Ads
with Pepsi and promoting Pepsi brand product at the time when Coca Cola face down
face in market share Currently Pakistan has the 65% of Pepsi share while Coca Cola
has 35%. This is a big turn for Pepsi. Co

Part (1):

The Lux washing market is worth Rs.45 billion Rupees. Lux has a 17% share and is
the largest dishwasher brand in the country. The Lux brand name is derived from the
word ‘LUXURY’.
Lux soap became launched in India in 1929 and it became offered for two “anas” at
that point and from the first actual commercial Lux featured “Leela Chitnis”, the very
suitable and famous face of silver screen and it was marketed because the beauty
secret of the film stars.
Since its launch in India, Lux has been offering a variety of customized colors and
soaps but the advantage presented by way of all remain the equal – beautiful skin.
Desirable product sensorial, its international magnificence fragrances and nourishing
elements have made a strong product differentiation.
As a market leader, Lux has developed in line with the changing needs of its
customers. 1980’s noticed emergence of top rate category and in 1989 Lux more
suitable this category by launching merchandise to match all skin kind.
Lux have usually been superior and have constantly led the market via putting
benchmarks for the opposition.
Lux has providing in 2 of the 4-market sections – Popular and Premium.
To establish the presence of nourishing components, a unique idea, “substances you
can see in the cleaning soap” changed into born and that caused strong product
differentiation as well.

Yes, I agree with this approach for the following main reasons.
Due to Positioning – Lux is used in the Indian market as ‘the beauty soap of film stars
The Product kind of Lux – Moisturizing, deep cleansing, solar screening & Body
wash. The Market segmentation of Lux – Popular and Premium majority of Indian
marketplace (Urban & Rural). Lux Availability - Different sizes & perfumes variants
The Affordability of Lux is that Lux mini price is (Rs.5)

Part (2):

Lux campaign have wooed hundreds of thousands of people over the decades.
Popularly called the soap of film stars, Lux has been an intimate accomplice of the
biggest stars at the silver screen, for decades. An ode to their beauty, a statement to
their stardom, advertising and marketing campaign on Lux have featured movie stars
across the nation, promising their beauty and complexion to a regular girl. With top
film stars, endorsing the goodness of Lux over generations, it was natural that the
brand has built equity because the best beauty soap in India.
From the beginning, Lux, by means of using a leading movie megastar of the time,
has fulfilled the customers ‘Desire to use beauty with logic: 'If it's good for movie
stars, it’s good for me' Transforming a regular bathing to a luxurious and satisfaction
experience have additionally contributed to the promotional campaign. In the Global
market, Lux changed into endorsed through international stars like Elizabeth Taylor,
Zeta Jones & Charlize Theron.

Part (3):

The Communication of Lux is that usage of the product you become exactly like a
film superstar, which was no longer the case and the customers started out thinking
whether or not the celebrities that have encouraged the brand and are available to put
it on the market the goods, if they use it or not and it became a big query mark and
something needed to be carried out. Over the period of time the opposition
additionally went up and other started copying the same method, which caused the
confusion in consumer’s mind.
The new theme became designed very intelligently by way of the worldwide brand
crew – the brand-new method – convey out the star in you - for the primary time
moved the logo far away from the lengthy going for walks big name direction. The
film star features within the new communique but now not as her splendid self but
alternatively as an regulate ego or projection of an ordinary lady.
Thus, for the primary time, star used as a communication device and now not as a
primary characteristic of the Ad. Lux beauty is glamorous, state-of-the-art and
luxurious. Lux believes in woman taking delight in herself, for herself, without
feeling guilty. Lux acknowledges the trying appearance and experience lovely is one
of the maximum fundamentalist aspirations

Part (4):

There is no major difference in Pakistan and India market some minor changes we
face are below,
In Pakistan Uni Lever has placed lux in its clients’ thoughts as a sign of beauty, as a
preference of film star and as a cause of their beauty. They have created a photograph
that movie actresses are maximum stunning girls due to the fact they use lux so if
people want to be beautiful, they should use lux. As a marketing strategy.
For their sunscreen variation the lux crew has positioned lux sunscreen within the
customer thoughts as a protective skin on your natural skin. They have extensively
utilized a star “sana” as the sunscreen girl as they have finished in their preceding lux
versions to inspire the person to buy sunscreen as their well-known movie stars also
are the usage of and retaining their complexion fair and beautiful (as they also work
inside the solar).
The new variation lux sunscreen because the call shows have its USP within the
promise of defensive the skin from the darkening influences of daylight. Considering
the importance the Pakistani psyche attaches to equity, the soap is bound to make
waves inside the nearby marketplace, as all of us recognize that Pakistani’s are the
maximum complexion conscious people.

DIFFERENTIATION:

The new scheme in Pakistan: Empowering Ladies

Nowadays, Lux is pushing the bounds in its attempts to create brands of which means
by way of empowering ladies to upward push above social justice and to explicit
themselves unapologetically. Lux Communications is now focused on highlighting
the femininity of ladies on a special side lux brings out the beauty in you Lux stands
for the promise of elegance The call for have this product is fantastically vulnerable in
terms of fee. Lux has a distinct pores and skin type cleaning soap even in terms of
promoting a range of elegance soaps for ladies and men under the identical brand
name, which is "LUX."