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APPICATION OF PLC AND MARKETING MIX
Prepared by
Umega premarathne
PCMIV/2010/COL/0023
94, Ananda Rajakaruna Mw,
COLOMBO 10...
1
EXECUTIVE SUMMARY
The application of PLC and marketing mix are the major topics in marketing.PLC is a concept
reflect th...
2
ACKNOWLEDGEMENT
I would like to take this opportunity to express my gratitude to all those who made it possible for
me t...
3
CONTENT
Methodology…………………………………………………………………………04
Introduction to PLC………………………………………………………………….05
Task 01
o Justificatio...
4
METHODOLOGY
In oder to gain a theoretical knowledge for the study, recommended study text book and internet
and for that...
5
INTRODUCTION TO PLC
The product life cycle (PLC) concept reflects the theory of the products like human being, live a
li...
6
are squeezed out. The remaining producers seek means of prolonging the life cycle by
modifying it and searching new mark...
7
TASK 01
JUSTIFICATIONS
8
AURA
Swarnamahal, fore years, has captured the poetry of beauty in creations of fine
jewelry, a sophistication that has ...
9
JANASHAKTHI FULL OPTION
The company flagship brand has brought about a revolution in comprehensive
motor insurance.
Its ...
10
Competitors
Minute maid orange - Pepsi
Aura - Strong & string
Janashakthi full option - ceylinco on the spot
Airtel - E...
11
TASK 02
SWOT ANALYSIS
12
PepsiCo -:
STRENGTHS WEAKNESS
 Outstanding reputation
 Broader Product line-Creates synergy
beyond the board.
 Large...
13
Ceylinco Insurance -:
STRENGTH WEAKNESS
 Premium Rates are increasing and so
commissions.
 The variety of products is...
14
companies.
 Increasing expenses and lower profit
margins will hit hard on the smaller
agencies and insurance companies...
15
Etisalat -:
STRENGTH WEAKNESS
 There have 12 years experience,
knowledge, and data in this
telecommunication field.
 ...
16
TASK 03
AURA vs STRON & STRING
Marketing mix element Detail of marketing mix element Competitors status
Product Brand n...
17
MINUTE MAID vs PEPSI
Marketing mix element Detail of marketing mix element Competitors status
Product This product has ...
18
JANASHAKTHI FULL OPTION vs CEYLINCO VIP ON THE SPOT
Marketing mix element Detail of marketing mix element Competitors s...
19
Physical evidence There janashakthi labels & other
printed in formations are well.
And logos & other visible
evidence o...
20
AIRTEL vs ETISALAT
Marketing mix element Detail of marketing mix element Competitors status
Product There service is su...
21
Process There system and they give online
service.There queing and wating
times are very less.because they
give to thei...
22
CONCLUSIONS
The PLC concept is like human being.There are developing,Introduction,growth,maturity &
decline.And I did c...
23
REFERENCES
1) PCM – Recommended study text- chapter 7 page-83
chapter 11 page-141
2) www.marketingteacher.com
24
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marketing mix

  1. 1. APPICATION OF PLC AND MARKETING MIX Prepared by Umega premarathne PCMIV/2010/COL/0023 94, Ananda Rajakaruna Mw, COLOMBO 10. November 2010 Preliminary Certificate in marketing SRI LANKA INSTITUTE OF MARKETING
  2. 2. 1 EXECUTIVE SUMMARY The application of PLC and marketing mix are the major topics in marketing.PLC is a concept reflect the theory products like human beings live a life they are born (introduction),they grow up (growth),they mature (maturity)and eventually die (decline).The basis. and traditionally marketing mix had for elements that are product,price,promotion,place however with the introduction of service it was extended by adding people, process and physical evidence. Therefore 7p’s now available in the marketing mix here.i have selected 4 Products that are o Aura white gold jewelry o Minute maid orange o Janashakthi full option o Airtel Then I could get better knowledge at about this areas in the marketing mix and plc in marketing.After that I could gain lot of things aggregate to my life path.
  3. 3. 2 ACKNOWLEDGEMENT I would like to take this opportunity to express my gratitude to all those who made it possible for me to complete this documentation. Firstly, I would like to thanks to my lecturer Mr. Mahesh Fernando & Mr. Shaminda Perera for his valuable guidance, & thanks for my friends who support to complete this & thanks also to my family. Thank you.
  4. 4. 3 CONTENT Methodology…………………………………………………………………………04 Introduction to PLC………………………………………………………………….05 Task 01 o Justifications………………………………………………………….07 Task 02 o SWOT Analysis………………………………………………………11 Task 03 o Marketing mix tactics attacking competitors…………………………16 Conclusions…………………………………………………………………………...22 References…………………………………………………………………………….23
  5. 5. 4 METHODOLOGY In oder to gain a theoretical knowledge for the study, recommended study text book and internet and for that went through the web site of marketing teacher www.marketingteacher.com.I would like to give my heart filled thank to the aura’s marketing manager as a sales manager in janashakthi full option.they help me to get lot of informations at about to this assignment.Then I went airtel’s headoffice and get more information about packages.After that I went coca-cola web site and I got more information about my product is minute maid.so also I went hanwella janashakthi branch and I got more information about this full option. They help me in many ways to get this details they they give me even their annual report because to get more information after that finally I finishesd my assignment in correct way in my best of knowledge so on.
  6. 6. 5 INTRODUCTION TO PLC The product life cycle (PLC) concept reflects the theory of the products like human being, live a life. They are born(introduction),they grow up (growth), and they mature (maturity) and eventually die (decline).The basis of PLC is that the products move through a series of stages from its introduction to their withdrawal from the market. PRODUCT OF THE PRODUCT LIFE CYCLE The following are the stages the product goes through from its introduction to withdrawal. These stages can be plotted as a curve as shown in the below and has five major stages namely development (normally this is called as R & D which means research and development), introduction, growth, maturity and decline. a) Development stage: Takes place when the organization finds a new idea and starts developing a new product. Marketing research in the form of testing the product’s acceptance takes place during this stage. Investment is very high in the form of R & D and development cost. Some organizations attempt to ensure secrecy during this stage while other use this time for informing that a new product is forthcoming. b) Introduction stage: a period of slow sales growth as the product is introduced in the market. Profits are nonexistent expenses of product development and promotion. Unit cost is very high and the product for time being is a loss marker. c) Growth stage: during this stage, sales rise rapidly and the product start to make profits. As production increases unit cost fall. Since demand increases prices tend to remain fairly static for a time. However, the prospect of mass production and a strong market will attract competitors so that the number of producer will increase. With the increase of competition, manufactures must spend a lot of money on improvement, sales distribution and promotion in Oder to obtain a dominant or strong position in the market. d) Maturity stage: due to severe competition the rate of sales growth slows down and the product reaches a period of maturity. Eventually sales will decline so that there is overcapacity of production in the industry. During this stage a few weaker competitors
  7. 7. 6 are squeezed out. The remaining producers seek means of prolonging the life cycle by modifying it and searching new market segment e) Decline stage: the sales of most product offers and brands eventually dip. The decline may be slow or rapid. Sales decline for many reasons, including technological advances, shifts in consumer taste, and increased competition.
  8. 8. 7 TASK 01 JUSTIFICATIONS
  9. 9. 8 AURA Swarnamahal, fore years, has captured the poetry of beauty in creations of fine jewelry, a sophistication that has wooed the hearts and mind of many. Over times swarnamahal has become synonymous with sophistication in design to Indians and for Muslim and western bridal jewelry design. Swarnamahal has a very big market share with high market growth rate. Swarnamahal has new range “AURA” a beautiful collection of 18kt white jewelry has been introduced to appeal to the finer tases of society. MINUTE MAID ORANGE JUICE The process of delivering fresh-tasting orange juice year round was developed through tears of research. The Massachusetts developed a flavourfull orange juice powder. The orange grows on a medium-sized evergreen tree with a smooth,gray trunk,oranges contain water,suger,citric asid,minerals,salts and vitamins A.B.C oranges also come in many different sized shapes. This product as released by 7.16.2008 Minute maid has perfected a way to offer great taste all year around. And coca-cola beverages have high market share and good growth rate.
  10. 10. 9 JANASHAKTHI FULL OPTION The company flagship brand has brought about a revolution in comprehensive motor insurance. Its many benefits include a tool free 24 hour customer care service center. Full option auto center fast and only collision repair center owened by insurance company cash for hospitalization and 14 day arrange period for renewals. Full option auto center in 2010 will for there improve facilities reducing the repair lead time. And there have 100 branches and there revenue growth is LKR.MN 5984 AIRTEL Airtel comes to you from bharati airtel limited. The company is structured into fore strategic business units- mobile,telemedia,enterprises & digital TV. The mobile business offers service in India, srilanka, Bangaladesh. Airtel which is one of the Asia’s leading integrated telecom service provide with an aggregate of over 100 million customers. Bharati airtel lanka commence commercial operation of service on jan 12 2009.and how has an aggregate of 1million customers,and srilanka’s fastest growing wireless operator. Airtel in just ten years of operations rose to the pinnacle to achievement and continues to lead. The company provide digital mobile service to srilanka in exclusive of voice telephone,voicemail,data services and GSM buses services.All of these airtel brand.
  11. 11. 10 Competitors Minute maid orange - Pepsi Aura - Strong & string Janashakthi full option - ceylinco on the spot Airtel - Etisalat
  12. 12. 11 TASK 02 SWOT ANALYSIS
  13. 13. 12 PepsiCo -: STRENGTHS WEAKNESS  Outstanding reputation  Broader Product line-Creates synergy beyond the board.  Large charge less banknote flow-new acquisition.  Great brand, able distribution, avant- grade capabilities.  Global bazzar baton in the bite foods and non-carbonated beverages.  PepsiCo sells three articles through the aforementioned administration channel  Huge Advertising budget.  Able marketing Intelligence.  Difficult to affect vision and direction for large global company  Non-uniform company name for some PepsiCo products.  PepsiCo lags baton coca-cola in the all embracing bazzar-Highly Elastic Demand.  Big health issue for Pepsi drink-fat and sugar.  Falling behind in all-embracing market, namely Russia, Venezula and South America.  Health issue in the India bazzar with baptize-independent pesticides.  There P.R side is very poor  Their product prices are very high value OPPOERTUNITIES THREATS  Expanding food Division in the all- embracing market  Investments into added non-carbonated articles in the us bazzar and regional  Avant-grade customizes articles technology  Concentration on advantageous another articles as per the barther needs  Bottle baptize bazzar faces competition  Company with all-embracing and domestic standards  Environmental affair PET bottles  Continuously increases in the amount of awkward oil and raw materials’ affects the amount of accomplished products  Terrorism-anti-American advocates.
  14. 14. 13 Ceylinco Insurance -: STRENGTH WEAKNESS  Premium Rates are increasing and so commissions.  The variety of products is increasing.  Prospect expect more services from their brokers.  This Insurance Company are often slow to respond to changing.  There is an increasing trend of financial weakness among the company.  There are more competitors for agencies to compete with bankers and internal players.  There lables and logos other visible things are very less  Ceylinco insurance has not number of automated in the island & there service also very slow it means waiting time is very high.  There haven’t NCB protection,your claim your choice.  There haven’t 10% up front no claim bonus discount.  There are no linked branches OPPOERTUNITIES THRETS  The ability to cross sell financial services is barely being tapped.  Technology is improving to the point that paperless transactions are available.  The client’s increasing need for an “insurance consultant”can open new ways to service.The client and generate income.  The increasing cost and need for insurance might hit point where a backlash will occur.  Government regulations on issues like health care, mold and terrorism can quick change the direction of insurance.Increasing expenses and lower profit margins will hit hard on the smaller agencies and insurance
  15. 15. 14 companies.  Increasing expenses and lower profit margins will hit hard on the smaller agencies and insurance companies. STRON & STRING -: STRENGTH WEAKNESS  There have lifetime warranty and lifetime exsisting.  There price is normal and better than their competitors  Aura’s public image is very constantly.  Gold prices are very high.  There market audiences are change.  There share market is go to the down  Lot of duplicates are available in the local market OPPERTUNITIES THRETS  There Market development is very high.  A new emerging or development market (niche product)can release.  White jeweler market prices are go to down.  And competition is very high.
  16. 16. 15 Etisalat -: STRENGTH WEAKNESS  There have 12 years experience, knowledge, and data in this telecommunication field.  More signals have lot of areas.  They will give lot of facilities for customers  Reasonable prices have  In recently they built famous brand name in 18 countries with sri lanka.  No 3G services.  Change ownership in 2 times.  There distribution channels are very less and slow.  There direct marketing side is very poor.  Motivate and reward systems are very less to sell the postpaid packages. There systems are poor. Ex-: they didn’t give good mms like that things.  There printed lables and are less.  They don’t have niche market side.(They didn’t give small small free things) OPPERTUNITIES THRETS  Globle influences  Customers vulnerabilities  Niche market  They going to release different types of packages to the different ages.  They give more discounts for CALLS and for SMS.  Political and legislative effects are tied  IT development.  There have high market demand.
  17. 17. 16 TASK 03 AURA vs STRON & STRING Marketing mix element Detail of marketing mix element Competitors status Product Brand name is very popular and well packaging and also aura has different sizes. Aura product is established in every people’s mind. This is the only white jewelry in sri lanka. There share market is go to the down Place There have channels to distribute their Product as in follows Colombo. 3, Negombo, Nugegoda like this place. Lot of duplicates are available in the local market Price Aura has 3 payment turms, people can bare this price. It is normal, not give high price. Gold prices are very high. Promotion They have well promotional systems in TV advertisements and news papers,there service to customers delight.Also There target audience is Colombo market,so they use more tactics There market audiences are change.
  18. 18. 17 MINUTE MAID vs PEPSI Marketing mix element Detail of marketing mix element Competitors status Product This product has different design and there quality is very good & brand name also very popular in lot of countries in this world.there packageing also good they use attractive things to package. Big health issue for Pepsi drink-fat and sugar. Price There bottle Price is 30/= so it’s very reasonable price. Their product prices are very high value Place There transportation side is very good not only sri lanka also in whole the world they quick produce and quick distribute them in quick way. There brand name is very popular in island wide. Falling behind in all- embracing market, namely Russia,Venezula and South America. Promotion They have big promotion way to promote there product. As an ex- :they give sponsorships to car rally, schools items,ganner super cross and there advertisement also very popular not only sri lanka.They use it to TV and Banner for advertise their things. There P.R side is very poor
  19. 19. 18 JANASHAKTHI FULL OPTION vs CEYLINCO VIP ON THE SPOT Marketing mix element Detail of marketing mix element Competitors status Product Full option provide various kind of features to the customers its are On-side claim approval, your claim your choice,NCB protection,15 day automatic cover And also they have 24 hours customer care call center service out policy holders. There haven’t NCB protection,your claim your choice. Price Full option provides a 10% up front no claim bonous discounts,also they give unlimited third party cover for all the Private car & dual purpose. There haven’t 10% up front no claim bonous discount. Place Janashakthi has all island coverage branch network for the customer service, they have more then 100 liked branches in the island & customer can get any kind of service from our any branch There are no linked branches Promotion They sponser to motor rallys, Also international sport,popular & talented sport star’s. They have sticker campaigns,offering special discounts They give sponser to general business very rarely. People They don’t avoid customers, but great & well come them,don’t frown but smile,and friendly,good front office This Insurance company are often slow to respond to changing.
  20. 20. 19 Physical evidence There janashakthi labels & other printed in formations are well. And logos & other visible evidence of brand identity are also well. There label and logos other visible things are very less Process Janashakthi has number of automated in the island, than all other insurance companies in the island. Also they have given quick time service to our customers.customer can get his policy within 10 minutes, without wating long time in the branch. Ceylinco insurance has not number of automated in the island,& there service also very slow it means waiting time is very high.
  21. 21. 20 AIRTEL vs ETISALAT Marketing mix element Detail of marketing mix element Competitors status Product There service is superb also airtel which covers area in Jaffna and they give excellent service and delight their customer. They have 3G services. No 3G services. Price There have reasonable call rates it means there call rates are less than their compititors.(25/= & 99/= talk time free,3G free like that things) They don’t have niche market side.(They didn’t give small small free things) Place They have 36 branches and with Jaffna branch,within few days they coverd lot of districs There distribution channels are very less and slow. Promotion Airtel has launch a new youth plane promotion and also airtel gives 0% rentel.they give free sim & they use to their advertisement in popular artists ex:-sangakkara They use to promote unpopular artists.& they demand their sim in high prize People Airtel has a good attitudes and they respect to their clients and their service is very quick Change ownership in 2 times. Physical evidence Airtel has big vision it’s they serach niche market. So they are put printed information and they distribute to people also they use to promote their brand name of logos and advertisements There printed label and are less.
  22. 22. 21 Process There system and they give online service.There queing and wating times are very less.because they give to their customers very good value Motivate and reward systems are very less to sell the postpaid packages.There systems are poor.Eg-: they didn’t give good mms like that things.
  23. 23. 22 CONCLUSIONS The PLC concept is like human being.There are developing,Introduction,growth,maturity & decline.And I did choose Airtel,Janashakthi,Minute maid,Aura these are the thigs I selected.We can conclude when we analysis our marketing mix & SWOT we can get Aura has big market share & high growth rate.Janashakthi insurance also in this stage,when we analysis this when we analysis SWOT & Marketing mix there also have big market share. And Airtel is in the growth stage there have also now big market share and they can well compete their compititors.And minute maid is the no 1 beverage in this world.Because there have very big market share and growth rate. And finally we can conclude these products and services are present stage is growth stage. Vote of thanks, Mr G.S Sylvester Mr Mahesh Fernando Mr shaminda perera
  24. 24. 23 REFERENCES 1) PCM – Recommended study text- chapter 7 page-83 chapter 11 page-141 2) www.marketingteacher.com
  25. 25. 24

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