Background
Any entity, product or company passes through four main stages of its life;
Introduction: This
stage includes idea germination and development. When something is
created or introduced for the first time. Product launching takes place
in this stage.
Growth: At this
stage, product starts to generate demand. Product acceptance is
confirmed when customers begin to make repeat purchases and company
starts to earn profits.
Maturity: In this
stage, product reaches at the peak of its growth. It has the highest
sales volume and sales revenue. Price starts to decrease because of low
cost of production and entry of similar products into the market. At
this stage, product stops growing and becomes stagnant. It is tried to
prolong this stage to the maximum.
Decline: This
stage starts when product starts to lose sales volume even after every
effort has been made. Profit margins begin to decline as demand and
production is low and company no more has economies of scale.
The Case
Coca-Cola, the most prominent and leading brand in beverage industry,
had started its business in Pakistan in 1996 and established a company
with the name of Coca-Cola Beverages Pakistan Limited. It is known for
its unique taste but in the beginning, it didn’t get the appeal from
masses. Pepsi Cola was the famous brand at that time. Coca-Cola made its
mark by positioning its products to urban areas and set it as a status
symbol. Sooner, growth was observed and it began to capture market
share. In early 2000s, it became the most
popular beverage products provider. Coca-Cola has well maintained its
position and still leading the market.
Topic of Discussion
How
Coca-Cola has managed to sustain its position at maturity stage from so
long while being in intense competition? On the basis of
your observation, discuss any five marketing activities that have been
undertaken by Coca-Cola in this respect.
Solution:
The concept of the product life cycle is briefly introduced to understand how the components
of the marketing mix change during different phases of the life cycle of the product.
Different products will take different spans of time to pass thorugh the cycle of intoduction, growth, maturity and decline.
The marketer should seek and identify the stage in life cycle from the conditions in the market.
coca-Cola from so long while being in intense competition,has managed to sustain its position at
maturity stage which is actually the stage in which the product reach to its peak and becomes well established
the reason is Coca-cola
1. Has simplified its product line.
2. kept the price of the product moderate.
3. built and maintain its image and facilitated sales promotion.
4 seek close dealer relationship in order to distribute its product.
5. product diversification such as Coke, Fanta, Sprite helps it to maintain and increase its market share.
Product Diversification means that the manufacturer offer more than one product.It involves
new products or lines to products in order to have a balanced or optimum product range.
These are the reasons due to which Coca Cola has managed to maintain its position at maturity stage many years from now.
