“The Best Advertising

is Done by Satisfied
Customers”
~Philip Kotler
 Preface
This presentation has been made by group efforts of
Harsh Raj (BMS/22/21)
Mohan Kumar (BMS/22/26)
Raghav Ramachandran (BMS/22/35)
Shaury Chak (BMS/22/43)
Shiva Gupta (BMS/22/45)

This Presentation will help us to understand the concepts

of Packaging, Labelling , Product Life Cycle, PLC
Strategies and various Branding Strategies in most
simple, logical and lucid language.

© COPYRIGHT
Product Life Cycle

Similarly, a product also passes through several different stages.

 Product Life Cycle
"The PLC is an attempt to recognise distinct stage in the sales history of the
product“
~Philip Kotler

There are Four stages -

1. Introduction Stage
2. Growth Stage
3. Maturity Stage
4. Decline Stage
 Introduction Stage
• Product is introduced into the market
• Low Sales
• Profits are non-existent
• Heavy expenses in introduction of
product
• Customers are innovators
 Growth Stage
• Period of Rapid market acceptance
• Start generating profit
• Highest profit
• Number of customers increases
• Sales increases
 Maturity Stage
• Slowdown in Sales Growth
• Peak Sales
• High Profit
• Product has achieved acceptance by
most potential buyers
• Profit stabilized or start decline
• Increased competition
 Decline Stage
• Market in Decline: Consumers will typically stop buying
this product in favour of something newer and better, and
there’s generally not much a manufacturer will be able to do
to prevent this.

• Falling Sales and Profits: As a result of the declining

market, sales will start to fall, and the overall profit that is
available to the manufacturers in the market will start to
decrease.

• Product Withdrawal: As there may be no way to reverse

this decline, the only option many business will have been
to withdraw their product before it starts to
lose them money.
 Introduction Growth Maturity Decline

1.In 1992, Launched its 1.Launched phones 1.Launched a lot of touch 1.Nokia's poor product
First Digital handheld without external screen models. design which did not
GSM Phone, The Nokia antenna. 2.Dropped Mobile Prices. attract consumers.
1011. 2.Had better features like 3.Launched 2.Shifted focus on
2.Launched very few games, alarm, Qwerty+touch model Windows as its main
models due to lesser ergonomic keypad, N-97. OS.
demand & innovation. display etc. 4.Most Profit Gained. 3.Strong Dependence on
3.Sold both GSM & 3.Models like Nokia brand equity
CDMA phones. 3310/3315 marked 4.Changing technological
4.Launched 1 model beginning of growth Environment.
Nokia 2100 with Nokia stage.
tune. 4.Launched models like
5.2110 was 1" model N95 to compete with
capable of Apple's I-phone.
sending/receiving SMS.
 Strategies in
Various Stages of
Product Life Cycle
 Introduction Stage
The sellers will usually
undertake to inform potential
consumers, induce product
trial, and secure distribution in
retail outlets.
Prices are charged at cost plus.

Example: Jio 4G VoLTE (2016)

 Growth Stage
• The seller will Charge a
Price to Penetrate Market.
• It will Build an Intensive
Distribution Network
• Build Awareness and
Interest in the Mass
Market.
• Offer product extensions,
service, warranty, etc.
• Example: EVs
 Maturity Stage
The seller will try To Price Products
At Par of its Competitors.
The seller will also Stress Brand
Differences and Benefits and
Encourage Brand Switching
It will Diversify Brands and Items
Models

Example: iPad (Tablets)

 Decline Stage
The seller will Phase Out Weak Products.
He will try to Cut Prices.
He will also Phase Out Unprofitable Outlets and Ventures.
 There are 3 main branding strategies viz.

Branding 1.
2.
Individual or Separate Family Brand Names
Corporate Umbrella or Company Brand
Strategies 3.
Name
Sub-brand Strategy
 Individual or Separate Family
Brand Names
Consumer packaged-goods companies have a
long tradition of branding different products by
different names.
If a company produces quite different products,
one blanket name is often not desirable.
Companies often use different brand names for
different quality lines within the same product
class.
A major advantage of separate family brand
names is that if a product fails or appears to be
of low quality, the company has not tied its
reputation to it.
 Corporate Umbrella or Company
Brand Name
Many firms use their corporate brand as
an umbrella brand across their entire
range of products.
Development costs are lower with
umbrella names because there’s no need
to research a name or spend heavily on
advertising to create recognition.
Sales of the new product are likely to be
strong if the manufacturer’s name is
good.
A corporate branding strategy can lead
to greater intangible value for the firm.
 Sub-Brand Strategy
Sub-brands combine two or
more of the corporate brand,
family brand, or individual
product brand names.
The corporate or company
name legitimizes, and the
individual name
individualizes, the new
product.
Packaging
Kotler has defined the
packaging as follows:

“Packaging constitutes all the

activities of designing and
producing the container for a
product.”
 Types of Packaging
There are 3 types of packaging viz.

Primary Packaging: It refers to the consumer packaging, which is in direct contact with
the product and is intended for the customer to identify, gain product knowledge, and to aid
product consumption.

Secondary Packaging: Secondary packaging forms the second packaging layer that the
customers don’t usually see. Its main use is to group and hold together individual units of
the product to deliver large quantities of that product to the point of sale.

Transportation (Tertiary) Packaging: It refers to as bulk or transit packaging, is used to

group a large quantity of a particular product to transport it from point A to B.
Primary Packaging Secondary Packaging Transportation Packaging
 Functions of Packaging
Contains the product: Most products need to be contained either during transportation, storage, or
consumption. Packaging makes sure the product is contained as and when required.
Protects the product: Packaging protects the product and its quality, features, utility, etc. from
being damaged or contaminated during transportation, storage, and consumption.
Aids product handling and usage: Proper packaging aids product handling and makes it easy to
transport, ship, and even use the product.
Differentiates the product and makes it stand out: Packaging makes it easier for the customer to
identify and differentiate it from other products. Moreover, attractive packages have a property to
stand out and attract customers towards it.
Provides customer convenience: Packaging is also a convenience tool that makes it convenient for
the customer to carry, transport, and use the product.
Acts as a communication medium: Packaging along with labelling helps communicate the brand
identity, brand message, and product and company information to the customer.
Importance of Packaging for Buyers
Packaging and labelling help the customers identify the product and differentiate it
Identification from other products in the market.

Often, packaging, like that of a toothpaste, that forms a part of the product aids in its
Usage usage and consumption.

It also protects the consumer from the dangers that the product comes with. For
Safety example, an acid bottle protects the user from getting acid burns.
Importance of Packaging for Sellers
Distribution Storage Promotion Safety
Good packaging makes it Warehousing comes with Packaging forms a vital • Good packaging aids in
possible for the seller to its own risks of product marketing element that product safety before it
transport the product spoilage, spillage, and the brand uses to reaches the final
from the manufacturing mishandling. Proper differentiate the product consumer. For example,
unit to the final selling packaging helps the using attractive, a Tetra Pak prevents the
point and then to the seller store and assort colourful, and visually milk from getting spoilt
customer. the products better. appealing packages and before its expiry date.
inform the buyer about
the product’s
performance, features,
and benefits.
 Labelling means putting identification marks
on the package label to carry requisite
information.
It provides information like - name of the
Labelling product, expiry date, manufacturing date,
name of manufacturer, content of product,
general instructions for use , weight, price etc
It is a subpart of the branding process &
aims at providing uniqueness to the product.
 Types of Labels

Labels

Brand Grade Descriptive Information

Label Label Label Label
 Functions of Labelling
Defines the product and its content: It gives information about the
product usage and caution to be taken while using the product.
 Functions of Labelling
Recognition of product: Labelling assists in
identification of the product.

Example: 3 stripes of Adidas Products.

Example: The signature Red, Font and
Silhouette of Coca-Cola
 Functions of Labelling
Assorting the product: It helps in classification or grading of product
according to different categories in the market.
Example: Grading of Apples
 Functions of Labelling
In compliance with the law:
Labelling should strictly abide by
the law; thus, it ensures legal
compliance.

Example: Cigarette Packs have a

WARNING: TOBACCO IS
INJURIUOUS TO HEALTH
Example: Baby Food Packs have a
NOTE: MOTHER’S MILK IS
BEST FOR THE BABY
 Functions of Labelling
Promotion of product: It gives the customer the reason to purchase the
product.
 Importance
of Labelling
1. Labelling fetches customer's
attention to purchase the
product because of visual
appeal.
2. It acts as a promotional tool by
highlighting special features of
the product
3. It promotes the sake of the
product. A label will either
make or break the sale of a
product.
Thank You!