Colgate Product life cycle ppt- roll no 70 harshal naik.pdf

Product Life cycle

1. HARSHAL NAIK / RN-70
Hashmatrai and Gangaram Himathmal Mansukhani Institute of Management

2. Introduction -
Stages of Product life cycles
Brand Story
Brand marketing strategy
Conclusion

3. The product life cycle (PLC) is the journey a product takes from its initial introduction to
the market until its eventual removal. It's a helpful framework for businesses to
understand and manage their products throughout their existence. Here's a detailed
breakdown of the four main stages:
2.Growth.
The growth stage is a period of
rapid market acceptance and
increasing profits.
1.Introduction.
Sales slowly grow as the product
is introduced in the market. Profits
are still non-existent, because the
heavy expenses of the product
introduction overweigh sales.3. Maturity
In the maturity stage, sales growth
slows down because the product
has achieved acceptance by most
potential buyers.
4.Decline.
Finally, sales fall off and profits
drop.

4. This is when the product is first launched and
introduced to the market.
•Sales are typically low or non-existent as
consumers become aware of the product.
•
Marketing and promotional efforts are high to
create awareness and generate interest.
•
Pricing may be high to recover initial development
costs and establish the product's value.
•
Profits are usually negative due to high marketing
expenses and low sales.

5. Sales start to increase rapidly as consumers adopt
the product.
•Marketing efforts can be adjusted to focus on brand
building and expanding the customer base.
•
Product improvements and expansions may be
introduced to cater to growing demand.
•
Production costs decrease due to economies of
scale.
•
Profits become positive and reach their peak
during this stage.

6. •Sales growth slows down or stabilizes as the
market becomes saturated.
•Competition intensifies, putting pressure on
prices and profit margins.
•Marketing shifts towards maintaining brand
loyalty and defending market share.
•Product refinements and cost-cutting
measures may be implemented.
•Profits might decline slightly but remain
positive in most cases.

7. •Sales start to fall as the product becomes
outdated or replaced by newer alternatives.
•Competition becomes even more intense,
and profit margins shrink further.
•Marketing efforts may be reduced or
targeted towards loyal customers.
•Production may be discontinued, or the
product may be offered at lower prices to
clear inventory.
•Profits become negative, and the product is
eventually withdrawn from the market.

8. In 1806,William Colgate introduced starch, soap and candle factory on
Dutch Street inNew York Cityunder the name of "William Colgate &
Company".
In 1857, William Colgate died and the company was reorganized as
"Colgate & Company" under the management ofSamuel Colgate, his
son.
In 1873, the firm introduced its first toothpaste, an aromatic toothpaste
sold in jars.

9. His company sold the first toothpaste in a tube, Colgate Ribbon
Dental Cream, in 1896.
In 1928, Palmolive-Peetbought the Colgate Company to create
the Colgate-Palmolive-PeetCompany.
In 1953 "Peet" was dropped from the title, leaving only
"Colgate-Palmolive Company", the current name.
Today Colgate has numerous subsidiary organizations spanning
200 countries, but it is publicly listed in only two, the United
States and India.

10. COLGATE
ORAL CARE
PROFESSIONAL
ORALCARE
HOME CARE

11. 1.Tooth paste
2.Tooth brush
3.Tooth powder
4.Whitening products
5.Kid’s products

13. Time
Sales

14. Colgate has introduced first product as Colgate’s Ribbon Dental Cream in
the year 1896. Years later this dental cream was disappeared by replacing
other formulas in introduction of new creams in Colgate.
In 1997 Colgate Total toothpaste is introduced in the U.S. and quickly becomes
the market leader. Only Colgate Total, with its 12-hour protection, fights a
complete range of oral health problems and quickly becomes the market leader.

15. The maturity stage is divided into three stages :
a) In the beginning sales increases but at declining rate.
b) In second stage sales rate remain stable.
c) In third stage sales begin to decline
Today Colgate’s Toothpowder is not much popular. People have stopped
using toothpowders and shifted themselves by dental creams and
mouthwash
.

16. Brand marketing strategy refers to the
long-term plan a company develops to
establish and grow a positive relationship
with its target audience. It's not just about
promoting individual products or services;
it's about building a strong brand identity
and reputation that resonates with
consumers on an emotional level.
Here are some key elements of a
successful brand marketing strategy:

17. 1.
Brand identity: What are your
brand's core
2.
values, personality, and
mission?
3.
Target audience: Who are you trying
to reach with your brand?
4.
Unique selling proposition (USP):
What sets your brand apart from
the competition?

18. 1.
Opportunity: Expand market reach by attracting new customer segments and
entering new geographical markets.
2.
Brand Loyalty and Advocacy: Opportunity: Foster customer loyalty and advocacy
through strong brand building, leading to repeat business and positive word-of-
mouth.
3.
Innovation and Differentiation: Opportunity: Use brand management to innovate
and differentiate products or services, making the brand stand out in a
competitive market.
4.
Global Expansion: Opportunity: Facilitate global expansion by ensuring the brand
resonates with diverse cultures and markets.
5.
Digital and Social Media Presence: Opportunity: Leverage digital platforms and
social media for enhanced brand visibility, engagement, and real-time consumer
interaction.

19. 1.Brand Consistency:
1.Challenge: Maintain consistency across touchpoints to
align the brand message, values, and visual identity
consistently.
2.
Market Saturation:
1.
Challenge: Overcome challenges in mature markets
where differentiation becomes difficult due to saturation.
3.
Crisis Management:
1.
Challenge: Effectively manage crises, such as product
recalls or negative publicity, to protect the brand's
reputation.
4.
Changing Consumer Preferences:
1.
Challenge:Adapttoevolvingconsumerpreferencesand
stayattunedtoshiftingtrendsandexpectations.

20. In conclusion, effective brand management presents both significant
opportunities and challenges. Building a strong brand can lead to
market expansion, customer loyalty, and global success. However,
maintaining brand consistency, navigating market saturation, crisis
management, adapting to changing consumer preferences, and
addressing global challenges are critical aspects that require strategic
attention. Success in brand management involves a dynamic and
proactive approach, continuous adaptation to market dynamics, and a
commitment to building and sustaining a positive brand image.