PRODUCT LIFE CYCLE AS PER SALES PERFORMANCE

OF BRANDS

MERIN .A. MATHEW

S2 MBA

MACFAST

Year 2006 2007 20080

200400600800

100012001400160018002000

TREND IN SALES

TREND IN SALES

PRODUCT LIFE CYCLE (PLC)

Introduction StageIn the introduction stage, the firm seeks to build product awareness and develop a market for the product.

Growth StageIn the growth stage, the firm seeks to build brand preference and increase market share.

Maturity StageAt maturity, the strong growth in sales diminishes. Competition may appear with similar products. The primary objective at this point is to defend market share while maximizing profit

Decline StageAs sales decline, the firm has several options: Maintain the product, possibly rejuvenating it by adding new features and finding new uses.Harvest the product - reduce costs and continue to offer it, possibly to a loyal niche segment.Discontinue the product, liquidating remaining inventory or selling it to another firm that is willing to continue the product.

ASICS LTD It was founded in the year 1949 The company headquarters is located at

Kobe, Japan It deals with products like Athletic shoes,

apparel and sports equipment ASICS Europe B.V, ASICS Sports

CorporationASICS Tiger Corporation, ASICS Tiger do Brasil Ltda, ASICS Tiger Oceana Pty.

The company’s website is www.asics.com

YearSales (In

Million Yen)2007 1352482008 1671932009 1778692010 1658082011 175057

2012 182807

2007 2008 2009 2010 2011 20120

2000040000

6000080000

100000

120000140000160000

180000200000

Sales (In Million Yen)

Sales (In Million Yen)

2007 2008 2009 2010 2011 2012

Introd

uctio

n

Growth

Maturity

DeclineGrowth

Product Life Cycle of Asics Ltd for 6 years

Maturity

NIKE

founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight

It is an American multinational corporation is headquartered near Beaverton, Oregon,

in the Portland metropolitan area. one of the world's largest suppliers of

athletic shoes and apparel and a major manufacturer of sports equipment

2006 2007 2008 2009 2010 20110

500

1000

1500

2000

2500

13921491.5

1883.4

1486.7

1907

2133

Net Income ($)

Net Income ($)

Year Net Income ($)

2006 1392

2007 1491.5

2008 1883.4

2009 1486.7

2010 1907

2011 2133

2006 2007 2008 2009 2010 2011

Introd

uctio

n

Growth

Maturity

Decline

Growth

Product Life Cycle of Nike for 6 years

ADIDAS SHOES

Founded in 1948 by Adolf Dassler Located in Herzogenaurach, Germany. It

is a German multinational corporation. Products are bags, shirts, watches,

eyewear, and other sports- and clothing-related goods.

Year Net sales

2007 10299

2008 10799

2009 10381

2010 11990

2011 13344

2012 14883

2007 2008 2009 2010 2011 20120

2000

4000

6000

8000

10000

12000

14000

16000

Net sales

Net sales

2007 2008 2009 2010 2011 2012

Maturity

Product Life Cycle of Adidas for 6 years

Growth

Maturity

DeclineGrowth

LIBERTY SHOES Indian shoe company, based in Mathura,

Uttar Pradesh. It was established in the year 1954

Year Sales (In Lakhs)

2006-2007 23921.76

2007-2008 26296.46

2008-2009 24863.46

2009-2010 26684.94

2010-2011 30658.18

2011-2012 34726.67

2006-2007

2007-2008

2008-2009

2009-2010

2010-2011

2011-2012

0

5000

10000

15000

20000

25000

30000

35000

40000

Sales (In Lakhs)

Sales (In Lakhs)

2006-07 2007-08 2008-09 2009-10 2010-11 2011-12

Growth

Maturity

Product Life Cycle of Liberty for 6 years

Growth

Maturity

Decline

UNDER ARMOUR It was founded in the year 1996 Its Headquarters is located at Baltimore, Maryland,

U.S. It deals with the products like Clothing, footwear,

sporting equipment, accessories The company’s website is

http://www.underarmour.com/

YearSales (In

Thousands)

2007 853493

2008 651779

2009 578887

2010 512613

2007 2008 2009 20100

100000

200000

300000

400000

500000

600000

700000

800000

900000

Sales (In Thousands)

Sales (In Thousands)

APPAREL

2007 2008 2009 2010

Maturity

Product Life Cycle of under armour for 4 years

Decline

Shoes

Year Sales (In Thousands)

2007 40878

2008 84848

2009 136224

2010 127175

2007 2008 2009 20100

20000

40000

60000

80000

100000

120000

140000

160000

Sales (In Thousands)

Sales (In Thousands)

2007 2008 2009 2010

Maturity

Product Life Cycle of Nike for 6 years

Decline

Growth

LEVI STRAUSS Also known as LS&CO or simply Levi's It is a privately held American clothing

company known worldwide for its Levi's brand of denim jeans.

It was founded in 1853 The company's corporate headquarters

is located at Levi‘s Plaza in San Francisco.

Year Sales (In Thousands)

2007 4266108

2008 4303075

2009 4022854

2010 4325908

2011 4674426

2007 2008 2009 2010 20113600000

3800000

4000000

4200000

4400000

4600000

4800000

Sales (In Thousands)

Sales (In Thousands)

2007 2008 2009 2010 2011

Maturity

Product Life Cycle of Adidas for 6 years

Growth

Maturity

Declin

e

Growth

UNDER ARMOUR It was founded in the year 1996 Its Headquarters is located at Baltimore, Maryland,

U.S. It deals with the products like Clothing, footwear,

sporting equipment, accessories The company’s website is

http://www.underarmour.com/

YearSales (In

Thousands)

2007 853493

2008 651779

2009 578887

2010 512613

2007 2008 2009 20100

100000

200000

300000

400000

500000

600000

700000

800000

900000

Sales (In Thousands)

Sales (In Thousands)

APPAREL

2007 2008 2009 2010

Maturity

Product Life Cycle of Nike for 6 years

Decline

BOMBAY DYEING The Bombay Dyeing & Mfg. Co. Ltd

was established 1879 It is the flagship company of the Wadia

Group. Engaged mainly into the business of

Textiles. Bombay Dyeing is one of India's largest producers of textiles

Year Sales (In Crores)

2005-06 1118.33

2006-07 502.54

2007-08 990.45

2008-09 1359.9

2009-10 1689.22

2010-11 1989.12

2005-06

2006-07

2007-08

2008-09

2009-10

2010-11

0

500

1000

1500

2000

2500

Sales (In Crores)

Sales (In Crores)

2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Product Life Cycle of Bombay Dyeing for 6 years

Decline

Growth

Maturity

Introductio

n

RAYMONDS Incorporated in the year 1925 of India's largest branded fabric and

fashion retailers. The Group owns apparel brands like

Raymond, Raymond Premium Apparel, Park Avenue, Park Avenue Woman ColorPlus & Parx.

Year Sales

2006-07 146015

2007-08 146015

2008-09 147780

2009-10 147780

2010-11 157270

2011-12 195903

2006-07 2007-08 2008-09 2009-10 2010-11 2011-120

50000

100000

150000

200000

250000

Sales

Sales

2006-07 2007-08 2008-09 2009-10 2010-11 2011-12

Product Life Cycle of Raymond for 6 years

Introduction

Growth

GILLETTE Introduced in the year 1901 It is located at Boston, Massachusetts, United

States The Gillette company slogan is "The Best a Man

Can Get". The company’s website is

http://gillette.com

Year Sales (In crores)

2007-08 588.84

2008-09 661.51

2009-10 852.48

2010-11 1058.38

2011-12 1232.9

2007-08

2008-09

2009-10

2010-11

2011-12

0

200

400

600

800

1000

1200

1400

Sales (In crores)

Sales (In crores)

2007-08 2008-09 2009-10 2010-11 2011-12

Product Life Cycle of Bombay Dyeing for 6 years

Growth

Maturity

Introductio

n

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