Anubhav Final Project

8/4/2019 Anubhav Final Project

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PRODUCT LIFE CYCLE:

Like human beings, products also have their own life-cycle. Frombirth to death human beings pass through various stages e.g. birth,growth, maturity, decline and death. A similar life-cycle is seen inthe case of products. The product life cycle goes through multiplephases, involves many professional disciplines, and requires many

skills, tools and processes. Product life cycle (PLC) has to do withthe life of a product in the market with respect tobusiness/commercial costs and sales measures. To say that aproduct has a life cycle is to assert four things:

that products have a limited life,

product sales pass through distinct stages, each posing differentchallenges, opportunities, and problems to the seller,

profits rise and fall at different stages of product life cycle, and

products require different marketing, financial, manufacturing,purchasing, and human resource strategies in each life cycle stage.


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1. Market introduction stage

costs are high

slow sales volumes to start

little or no competition

demand has to be createdcustomers have to be prompted to try the product

makes no money at this stage

2. Growth stage

costs reduced due to economies of scale

sales volume increases significantly

profitability begins to risepublic awareness increases

competition begins to increase with a few new players in establishing market

increased competition leads to price decreases


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3. Maturity stage

costs are lowered as a result of production volumes increasing and experience curve

effects

sales volume peaks and market saturation is reached

increase in competitors entering the market

prices tend to drop due to the proliferation of competing products

brand differentiation and feature diversification is emphasized to maintain or

increase market share

4. Saturation anddecline stage

costs become counter-optimalsales volume decline or stabilize

prices, profitability diminish

profit becomes more a challenge of production/distribution efficiency


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THE PRODUCTS! ;

HIPPO

MARUTI SX4

NOVO-PHANE


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HIPPO

Mumbai, February, 2010 -- Having completed anationwide rollout since its launch in June

Hippo calls itself " Delicious BakedMunchies ".This baked wheat based munchy is neither apotato chips nor a biscuit, but something inbetween ( source Business India). The munchiesare available in Pizza flavor,Chinese Manchurian,Hot N Sweet, Thai Chilly , Yoghurt Mint Chutney

and Indian Chatpatta. The brand is priced at Rs10 per pack.

Hippo is being positioned as a hunger- killer. Thebrand wants to be a guilt-free snack for hungermoments. The brand is banking on twoproperties - made from wheat and free ofMSG &

GMO to prove its healthy snack claim.


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Stage in PLC and strategy

Being launched in February this year, HIPPO is in the firststage in plc. Parle- agro has come up with a promotionalcampaign.

With social consciousness high on the company agenda,HIPPO's first ad is a light-hearted and satirical take on anissue with social relevance. The TVC is based on the beliefthat hunger is the root cause of evil - therefore kill hunger,kill evil. The campaign highlights the evils of society beingresolved by offering HIPPO in situations of conflict,thereby restoring cheer, goodness and happiness amongstpeople. The entire film is seen through the eyes of Hippo,the brand mascot who is on a mission to make the world ahappier place by fighting hunger. Throughout the film,

Hippo relentlessly fights tribulations such as terrorism,child labour, violence and adulteration by offering HIPPOmunchies to people. The line in the TVC, "Hippo ka mannahain ki duniya mein harr buraayi ki jadd hain bhook. Tohplease, bhooke mutt raho"


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Continued from last page

Speaking on the ad campaign, Nadia Chauhan, Joint Managing Director &

CMO, Parle Agro, said, "With the new TVC for Hippo, we have attempted

to move away from category norms. Hippo doesn't want to be a me-too

brand in a category cluttered with frivolousness in its communication.

The brand also chose a different way to communicating its positioning tothe consumer . The brand is trying to tell a story. The story is based on the

premise that ' Hunger is the root cause of all evil. So the brand motto is '

fight hunger, fight evil'. The brand has adopted the mascot Hippo who is in

the forefront of eliminating hunger and thus eliminating evil. Hippo has

the tagline " Hippo Fights Hunger ".


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PRODUCT USP

. The snack aims to bridge the gap in the branded snack market, which isvalued at over Rs. 6500 crores and is growing at an annual rate of 25 percent.The media for the snack will include a mix of Above-the- Line (ATL) and Below-the-Line (BTL) activities.

Speaking about the foray into snacks, Nadia Chauhan, Joint Managing Director

& CMO, Parle Agro, stated, We entered the foods segment in 2007 withconfectionery. With Hippo, our aim is to diversify further by adding snacks toour portfolio. This is a significant step for us as we move closer towards beinga complete foods and beverages player.

The media campaign to drive visibility for Hippo will include a mix of ATL andBTL activities. Since Hippo is initially being launched regionally, the focus on

BTL activities will be higher and ATL activities will start by August. Promotionalactivities at the consumer level, outdoors and sampling activities for the brandwill start by end of June.

The mascot for the snacks is a character Hippo. The mascot is based on thebelief, that the world will be a happier place if people were not hungry.


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Competition andproduct

differentiation: Indian snack-foodmarket growing at 25% p.a is witnessing marketing fight

worth watching. The players are trying every tricks of the trade. This intensemarketing competition has expanded themarket and also creatednewsegments.One such new segment is the healthy snack segment.Marketers were aware of the gradual trend among consumers towardshealthy foods.

The healthy snack segment in the Indian Snackmarket has got a big boost inrecent times with the launch of Aliva brand by Pepsico andMonaco SmartChips by Parle. Earlier, Lays tried its hand by launching a low-calorie versionto counter Bingo's claimof'bakednot fried'proposition. The high profilecampaignofMonaco Smart Chips featuring Aamir Khan

Hippo calls itself " Delicious BakedMunchies ". This baked wheat based

munchy is neither a ptato chips nor a biscuit, but something in between (source Business India). The munchies are available in Pizza flavor,ChineseManchurian, Hot N Sweet, Thai Chilly , Yoghurt oMint Chutney and IndianChatpatta. ut the spotlight on the healthy angle of snacks.


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MARKET POSITION : Parle Hippo is living up to its name. Sensing a large-

sized opportunity in the healthy snacks market postHippo, competitors are clamouring to make theirpresence felt on the health plank.PepsiCo is already present in the segment throughAliva where more innovations are being lined up.

Now, ITC is gearing up to launch 5-6 products and

even Haldirams is planning to jump on thisbandwagon.

Though Aliva and Hippo arrived in the marketaround the same time last year and both seem to bedoing well, the positioning of healthy namkeensremains a grey area.

Nadia Chauhan, Parle Agros jointMD, said, Hippois not a potato-based snack; it uses wheat and isclearly based on the health plank. But we are notlooking at a niche positioning and would betargeting the entire Rs 6,500 crore branded snacksmarket with Hippo. Even our pricing supports reachto a larger segment of consumers.

Accordingly, Hippo is neither positioned normarketed as a healthy snack or brand.


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MARUTI SUZUKI SX4

August 13, 2010:-Maruti has come up with a CNG fitted Maruti SX4

variant in India to win hearts of mileage conscious car lovers. The

car has been equipped with advanced CNG factory fitted kit which

promises overall engine peSX4 rformance to be higher, especially

the mileage and power. The is priced at Rs 7.47 lakh (ex-showroom).

The kit comes loaded with i-GPI technology that is safe, reliable,

clean, responsive and environment friendly.

January 2009 - Maruti Suzuki, the number one car maker in India is

planning to launch a diesel version of its popular car Maruti SX4with a 1.6 diesel engine. The car is expected to be launched by

2011. The diesel version of its Swift and Dzire are already very

popular in India and the company hopes to see the same success

withMaruti SX4 diesel. The diesel variant of the SX4 will be pitted

against the likes of Ford Fiesta, Honda City, Hyundai Verna and Fiat

Linea.


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CONTINUIED FROM LAST PAGE

India's largest passenger car manufacturer launchedthe new variant of its popular sedan model Maruti

SX4 in India which meets latest BS IV emission norms.

The newer version ofMaruti SX4 is packed with

newer generation BS IV compliant petrol engine.

Maruti has also launched two variants ofMaruti SX4

which is packed with the automatic transmission

gearboxes. The newly launched variants ofMaruti

SX4 are much more stylish than its earlier variants

and feature honey-comb front grille that makes its

front appearance more aggressive. Some other newly

added features that make Maruti SX4 more luxurious

and stylish are its dual tone beige dash board, 10-

spoke stylish light weight alloy wheels, and wooden

finish panels. The exterior of this car is almost the

same as its older version but the interiors ofMaruti

SX4 have been revamped with exciting new features.

All variants ofMaruti SX4 are priced in the range of Rs

6.68 lacs to Rs 8.35 lacs (as ex-showroom prices in

New Delhi).


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PRODUCT USP

Maruti SX4 has always been a safe bet and a preferred choice among the long list

of cars in its segment. Presently the New Maruti SX4 is available in five speed

manual transmission and 4 speed automatic transmission (ZXI, ZXI Leather). The

EPS type of steering wheel and the chassis ofMaruti SX4 is believed to be very

powerful. Style and comfort have been kept as the two important pre-requisites of

Maruti SX4 while designing it. Coupled with this muscular body and very appealingdynamic exteriors, Maruti SX4 seems a popular car among Indian buyers.

Moreover European design trends gives Maruti SX4 a sporty look which gives it a

debutante look.

With a 16V DOHC VVT type engine, the Maruti SX4 possess four cylinders with 16

valves with a piston displacement of1586cc. The car is capable of delivering amaximum power output of104.68 PS at the rate of 5500rpm. Moreover the car

can deliver a maximum torque of145 Nm at the rate of 4100rpm. Maruti SX4

incorporates five speed manual transmission and 4 speed automatic gearbox. The

car has front ventilated disc and drum type at the back. With a seating capacity of

five people along with a 50 litres fuel tank capacity, this car is highly capacitive.


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FEATURES AND PRICE

Maruti SX4 comes also with much-desirable comfort features like single zone auto AC, heater,climate control, front door and front back seat pockets, center room lamp etc.

Interiors of the car feature day/night rear view mirror, passenger vanity mirror, driver's ticketholder, accent rear and front door trims. The instrumental panel of the Maruti SX4 has addedfeatures like tachometer, speedometer with illumination control, switch illumination color,information display (temp, clock); other interior features include head light levelling, integratedstereo and a stereo remote.

Exterior of the Maruti SX4 includes tubeless tyres, alloy wheels, full wheel cover, body colouredbumpers, body coloured side moulding, body coloured outside door handle, high mount stop lamp,front fog lamps and rear fog lamps. Considering the safety of the car, airbags for the driver andfront passenger, 3 point rear seats belt and two lamp belts, rear door of the car with child lock,front seat belts (height adjustable), side impact protection beam and iCATS have been added inMaruti SX4.

NowMaruti SX4 is available in five variants; Vxi and Zxi, Zxi Leather, ZXI AT, ZXI AT Leather along

with Maruti SX4 Zxi with Leather BS-III,Maruti SX4 Vxi BS-III andMaruti SX4 Zxi BS-III. All variants ofMaruti SX4 are available in seven different colors.

Maruti SX4 Price

Like25 Rs 7,30,382* - Rs 9,05,996*


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STP Segmentation

AgeGenderIncome

Targeting

Age group 25-40MaleManagers, entrepreneurs,

professionals (5-6 years work ex)

People looking to upgrade from 2-wheeler/compact car to mid-size(Premium Car) segment

Income (> Rs.40000) Positioning

Sporty PerformanceCrafted for comfortLoaded with GizmosEngineered for Safety


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SWOT

Strengths

Design & StylingPerformanceComfort & Safety FeaturesValue for moneyBrand name

Weaknesses

(Not so well-known in this

segment) Comparatively less mileage

Opportunities

Growing A3 segmentIncreased consumer spendingNo close c

Age

GenderIncome

Targeting

Age group 25-40MaleManagers, entrepreneurs,

professionals (5-6 years work ex) People looking to upgrade from 2-

wheeler/compact car to mid-size(Premium Car) segment


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MARKET POSITION

Record Success Last year

Market Leader in small-

size segment

Booming A3 segment

15% share in A3 segment

Baleno reached Maturity

phase of its PLC

Introduction of new

product Maruti SX4


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NOVO-PHANE

Launched in 25th Feb08, it is apharmaceutical product which focusesonRoot to tip Hair and NailNourishment

It promises to provide The completenutritional supplement for Hair andNail

Enriched with-

Sulphur amino acids-Cysteine and

Methionine Biotin (Vit H)

Vit B Complex

Trace elements and minerals


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NOVO-Phane

Key Differentiating Points

Offers much more than plain biotin and otherbiotin combinations (Unique combination )

International acceptance which offerscomplete supplementation to the hair and

Nail


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Brand Positioning

Unique combinationof biotin and sulphuramino acids whichprovides mostcomplete hair and

nail health formulawith added advantageof vitamins and traceelements (Iron, Zincand Magnesium) and

intended as adjuvantfood supplement fortransitory hair lossand quality of nails


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SWOT ANALYSIS

Strength

Complete combination with additional benefits of Vitamin B

complex, minerals and trace elements

International appeal

Weakness

Late entry in the market

Opportunity

Increasing Acceptance of biotin and its comb

Increased awareness amongst patients

Threat

Introduction of newer formulations with better product profile


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COMPETITION

Market worth 13 crores

The first entrant Essvit is stillthe brand leader with amarket value of 4cr , howeverits growing at only 3 %

Two Biotin comb brandslaunched in 2007

We can clearly see a shifttowards combination brands

Brands with differentialpositioning providingaspirational values otherthan a problem solutionapproach, have been able tocreate an impact

Anubhav Final Project

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