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    This document summarizes the product life cycle of fabric softeners and energy drinks in India. [1] For fabric softeners, Comfort was the main player when introduced in 2008 with a 10.4% market share in Tamil Nadu, expanding nationally in 2010. [2] For energy drinks, Red Bull dominates the market with 88% share, introduced in 2003. The market grew at a 25% CAGR from 2009-2014. [3] Key players include Red Bull, Cloud 9, and Burn. Both industries saw national expansion of main players following test marketing in regional areas.

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    This document summarizes the product life cycle of fabric softeners and energy drinks in India. [1] For fabric softeners, Comfort was the main player when introduced in 2008 with a 10.4% market share in Tamil Nadu, expanding nationally in 2010. [2] For energy drinks, Red Bull dominates the market with 88% share, introduced in 2003. The market grew at a 25% CAGR from 2009-2014. [3] Key players include Red Bull, Cloud 9, and Burn. Both industries saw national expansion of main players following test marketing in regional areas.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    49 views7 pages

    Product Life Cycle - Final

    Uploaded by

    AnujayMathur
    This document summarizes the product life cycle of fabric softeners and energy drinks in India. [1] For fabric softeners, Comfort was the main player when introduced in 2008 with a 10.4% market share in Tamil Nadu, expanding nationally in 2010. [2] For energy drinks, Red Bull dominates the market with 88% share, introduced in 2003. The market grew at a 25% CAGR from 2009-2014. [3] Key players include Red Bull, Cloud 9, and Burn. Both industries saw national expansion of main players following test marketing in regional areas.

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    PRODUCT LIFE CYCLE

    Introduction & Growth

    ANUJAY MATHUR
    PRIYADARSHI BHATTACHARYA
    ANEESH DUBEY
    NEERAJ GUPTA
    PUSHPENDER SHARMA
    SARTHAK PRAKASH
    SAURABH KUMAR RAI
    VIPIN GOYAL
    ANIRUDDH AGRAWAL
    Introductory Stage – Fabric Softeners

    Main Player: Introduction to Indian Markets – early 2008

    Diagnostic Parameters
    Comfort (HUL)

    Market Size: Rs. 28.4 crores


    Small Players:
    Laundry Market Size: Rs. 10600 crore

    Bambi (Femcare/Dabur
    Pharma.) Penetration: 10.4 % market share in Tamil Nadu
    National rollout – April 2010

    Number of Major Players: 1 (HUL)


    Marketing Mix (Comfort)

    • Product – Rinse conditioner softening and adding fragrance to


    clothes. Available in Lily Fresh and Comfort Blue

    • Price – Rs. 35/100 ml


    Rs. 100/800 ml

    • Place – Test Market – Tamil Nadu – 2006


    Test Market – Rest of South India – 2008
    National Rollout – April 2010

    • Promotion – Ad based on clothes talking to each other.


    Testimonial-based campaign
    Offered free with Rin (sachets) and Surf (100 ml bottles)
    Growth Stage- Energy Drinks
    Main Player

    Red Bull (Red Bull


    GmBH) (88% Market
    Share)

    Intermediate
    Players Diagnostic Parameters:

    Cloud 9 ( Goldwyn Market Size: Rs. 897 Million. (3mn liters)


    Healthcare Pvt. Ltd.)

    Burn ( Coca-Cola) Growth Rate: 25% CAGR


    Recent Entrants Market Share: 0.2% of total non-alcoholic beverage
    Amway XL ( Amway market.
    Inc.)
    First Mover in industry: Red Bull – Introduced 2003
    SoBe ( Pepsi Co. )
    No. of active players : 5

    Products in pipeline: Xcite(Nestle) , Rock.


    Energy Drink Market Status and Forecast

    Growth of Energy Drink market (in mn litres)

    Rs million 2009 2010 2011 2012 2013 2014

    Energy Drinks 896.6 1,242.80 1,626.20 1,988.70 2,288.70 2,488.10

    Growth Forecast for Indian markets


    Marketing Mix ( Energy Drinks)
    Product: Caffine enriched energy drink:
    * Red Bull ( Standard, Sugar Free)
    * Cloud 9 ( Standard, flavors- wild berry, pomegranate, red grapes

    Price: Red bull ( introduced at Rs. 120/250 ml Can), current price: Rs. 75/can
    Cloud 9, Burn, Amway XL: Current Price Rs: 90/can

    Place: Red Bull: Introduced Tier A cities. Followed by nationwide rollout in 2005.
    Cloud 9: Introduced in tier B test markets ( Indore and Mangalore),
    nationwide rollout on 2008
    Burn, Amway XL: Test marketing on in Tier A test cities.

    Promotion: Common to all- Viral marketing, event based selling. Sponsorships.


    Cloud 9: Cinema Hall commercials.
    Red Bull: TVC launched in 2006.
    Sources

    1. Unilever Global Market Insights (May 2010)

    2. Euromonitor Laundry Care – Country Report India (27 May, 2010)

    3. Business Standard – Comfort Factor (12 July, 2010)

    4. Euromonitor – Country Report/ Non Alc beverages

    5. Cloud 9, Red Bull official websites.

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