Analyzing Extensive Marketing Strategies for Fmcg Products Within Competitive Dynamics Throughout the Product Life Cycle

Analyzing Extensive Marketing Strategies for Fmcg Products Within Competitive Dynamics Throughout the Product Life Cycle

Dr. Margani Somasekhara

Assistant Professor of Management Studies

Fergusson Centre for Higher Learning,

Tirupati Dist. - 517526

Email: drmargani@gmail.com

N. Sowjanya,

Assistant Professor of Management Studies

N S Raju Institute of Engineering & Technology,

Bhimunipatnam, Visakhapatnam

Gantisowjanya86@gmail.com

B. Chandrasekar Reddy,

Assistant Professor of Management Studies

Sagar Group of Institutions, Chevella, Hyderabad

chandra@sgih.ac.in

Abstract:

The Product life cycle is an important tool for marketers, management and designers alike. It specifies stages of a product’s life and offers guidance for developing strategies to make the best use of those stages and promote the overall success of the product in the marketplace. This paper main aim is an extensive analysis of Product life cycle (PLC) marketing strategies especially from FMGC sector. It is a categorization of product in various phases of its life cycle in the markets, from development and introduction to its decline, and these phases or stages explain the changes in sales and profitability of products over their lifespan. The marketing strategies at all four stages of PLC is important for a business manager to improve profitability and market positions through use of appropriate strategies for each life cycle stage. The research investigates and assesses the practices of Product Life - Cycle Marketing Strategies of FMCG industry in competitive dynamics.

Key Words: Fast Moving Consumer Goods (FMCGs), Product Life Cycles (PLC),  Marketing Strategies, Introduction, Growth, Maturity, Decline