Product Life Cycle

Program:
MBA (IB)-Weekend
Subject:
Marketing Management
Semester:
1st
Submission date:
12/23/2023
Submitted to:
Ma’am Khadija
Submitted by:
Roll No.23

INSTITUTE OF BANKING AND FINANCE

BAHAUDDIN ZAKARIYA UNIVERSITY
 Product Life Cycle: Pakistan Asia Mills Oil and Ghee

Company Introduction
Asia Ghee Mills is a trusted company in Bahawalpur, Punjab,
Pakistan. It has been serving the oil and ghee industry since 2012,
and has become a popular name due to its commitment to quality
and reliability. The company's product range aligns with diverse
local tastes and preferences. Asia Ghee Mills has modernized its
production processes and has an eco-conscious approach. It
reaches both urban and rural areas with its distribution network.
The company has contributed to Pakistan's economy by
generating employment opportunities and fostering community
welfare initiatives. The company's product range aligns with diverse local tastes and preferences.
Asia Ghee Mills has modernized its production processes and has an eco-conscious approach. It
reaches both urban and rural areas with its distribution network.

Introduction Stage
During the introduction stage of the product life cycle, Pakistan Asia Mills oil and ghee products
face several challenges as they are being introduced to the market. Low sales, high costs, and
limited brand awareness characterize this stage. However, this stage can set the foundation for
future success with the right strategies.

Challenges Strategies
Limited Brand Awareness Implement a comprehensive marketing and
advertising campaign to build brand
recognition and increase product visibility.
This can include social media advertising,
influencer partnerships, and traditional
marketing channels such as television and
radio.
High Costs Optimize production processes to reduce costs
and improve efficiency. This can involve
streamlining supply chains, negotiating
favorable supplier contracts, and implementing
cost-saving measures such as energy-efficient
technologies.
Low Sales Offer promotional discounts, incentives, and
introductory offers to encourage trial and drive
initial sales. This can include limited-time
discounts, buy-one-get-one offers, and product
bundles.
Market Education Educate consumers about the unique features,
benefits, and uses of Pakistan Asia Mills oil and
ghee products. This can be done through
informative content marketing, product

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 Product Life Cycle: Pakistan Asia Mills Oil and Ghee

demonstrations, and collaborations with

industry experts or nutritionists.

Competitive Pressure Differentiate the products from competitors by

highlighting unique selling points such as
quality, purity, and health benefits. This can be
achieved through targeted marketing messages
and packaging design that stands out on store
shelves.

Growth Stage
The growth stage of the product life cycle for Pakistan Asia Mills oil and ghee products presents
several opportunities for the company to expand its market share and increase profitability.
Strategies
To capitalize on the growth stage, Pakistan Asia Mills can employ the following strategies:
• Increase marketing efforts to create awareness and generate demand for the products.
• Expand distribution channels to reach a wider customer base and increase accessibility.
• Invest in research and development to innovate and differentiate the products from
competitors.
• Build strong relationships with retailers and distributors to ensure consistent availability of
the products.

Maturity Stage
In the maturity stage of the product life cycle, Pakistan Asia Mills oil and ghee products have
reached a stable level of sales and market share. At this stage, the market becomes saturated, and
competition intensifies. The company must maintain its market position and profitability by
implementing effective strategies.

Challenges Strategies
Intense Competition • Differentiate the product by
highlighting unique features and
benefits.
• Offer competitive pricing and
promotions to attract customers.
• Enhance product quality and customer
service to build customer loyalty.
Market Saturation • Explore new market segments or
geographic locations.

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 Product Life Cycle: Pakistan Asia Mills Oil and Ghee

• Develop new product variations or

extensions to cater to changing
customer needs.
• Focus on product innovation and
continuous improvement.
Declining Profit Margins • Streamline operations and reduce costs
to maintain profitability.
• Optimize the supply chain and
distribution channels to minimize
expenses.
• Implement cost-saving measures
without compromising product quality.
Changing Consumer Preferences • Conduct market research to understand
evolving consumer trends and
preferences.
• Adapt the product and marketing
strategies to align with changing
consumer demands.
• Invest in marketing and advertising
campaigns to reposition the product.
Brand Loyalty • Build strong brand equity through
consistent branding and messaging.
• Offer loyalty programs and incentives
to encourage repeat purchases.
• Provide excellent customer service and
address customer concerns promptly.

Decline Stage
As the product reaches maturity, the demand starts to decline due to changing consumer
preferences and the emergence of healthier alternatives.
Market Saturation and Intense Competition • Increasing competition from both local
and international brands offering
similar oil and ghee products might
contribute to market saturation.
• A crowded marketplace with numerous
options may dilute Asia Mills' market
share, impacting its sales and growth
potential.
Evolving Consumer Preferences and Health • Shifting consumer preferences towards
Trends healthier alternatives or specific types
of oils might lead to reduced demand
for traditional products offered by Asia
Mills.

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 Product Life Cycle: Pakistan Asia Mills Oil and Ghee
Technological Advancements and Innovation
from Competitors
Marketing or Branding Challenges
Product Diversification
Introduce new oil and ghee products with innovative features or target niche markets to offset the
decline in demand for traditional products.
• Rising health consciousness among
consumers could prompt a preference
shift towards alternative oils perceived
as healthier
• Introduction of innovative products
with improved production methods,
packaging, or marketing strategies by
competitors might overshadow Asia
Mills' offerings, leading to a decline in
its market position.
• Lack of innovative marketing
strategies or failure to adapt to
changing consumer behaviors could
result in decreased brand appeal and
relevance.
• Inadequate promotional efforts or
failure to communicate product
benefits might hinder Asia Mills'
ability to sustain consumer interest.
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