An approach to PLC in fast moving consumer goods: A case study from Pakistan

Fast moving consumer goods (FMCGs) is possibly the toughest and most disciplined of all industries. The survival, market share and profitability of a FMGC organization rely on number of factors including innovative thoughts, focused consumer, competitor analysis and deep marketing knowledge. These factors are necessary considerations throughout the Product Life Cycle (PLC). PLC analysis is considered to be a valuable tool for strategic planning for organizations and was first introduced to track the product's progress in all phases from introduction to disposal. FMCG organizations gain a competitive edge by using a product life cycle approach over those who do not use it. This paper presents a case study of a local FMGC organization and its approach to PLC. The study revealed that the PLC approach has significant effects on the success of the product in the market.