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Marketing Strategies:
Maturity Stage
Market Modification:
Volume = No. of Brand Users*Usage rate/user
Expand No. of Brand Users:
Convert Nonusers: Eg – Competitive pricing
Enter New Market Segments: Eg - International Markets
Win Competitors’ Customers: Eg – Better service
Increase usage of Brands:
Use Product More Frequently: Eg – Loyalty programs, FFP
Using more product on each occation: Eg - More usage of
Shampoo, toothpaste per occasion
Varied Uses:
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Marketing Strategies:
Maturity
Product Stage
Modification
Quality Improvement
Feature Improvement
Style Improvement
Marketing-Mix
Modification
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Source:
http://www.expressindia.com/latest-news/
Maruti-Suzuki-to-launch-new-M800-Uniq/340367/
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Marketing Strategies:
Decline Stage
Harvest
Divest
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Critique of PLC:
PLC too varied in shape & duration
Cannot be used as a forecasting tool
Problem in telling what stage a product
is in
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While Maruti Suzuki cars have already proved themselves in all five continents and
among them Europe has been a popular destination with the contribution of 56% of
company’s cumulative exports. Netherlands with 67,700 units and Italy with over 41,
000, we also have UK (over 34,000) have been the biggest European buyers.
Germany and Hungary too are among the countries that have imported over 20,000
Maruti Suzuki cars.
In the non-European markets, Algeria is the bags the credit with over 42,000 units,
followed by Chile, Srilanka and Nepal. Maruti 800 is the favorite models that rule
the most with 178,000 units and Alto follows closely with 152,000 units.
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Source: http://www.jdpower.com/corporate/news/releases/pdf/2007269.pdf
accessed on 20th Aug. 2008
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