Industry Life Cycle is a concept which is related to the overall view of the
complete industry of one particular category in general terms we can say ILC is
a combination of various PLC belonging to that particular sector of the market
There are typically 3 stages in ILC:
1. Early Stages Phase:
A health drink on the go was always a necessity in modern times in India as it moved to be comprised of the biggest manual workforce in the globe and also there was a dearth of it. There was a huge target group for such a product as there were no major players and the ones present were not well organized, present only in bits and pieces and were unable to cover the geography of the nation well enough. With the IT sector booming in the country and an increase in number of well earning workforce, there was a major need for a drink which was high on nutrition value, could be had on the go and also was an immediate energizer for the bachelor and the newly wedded working class. It provided a time saving and an efficient option to the working class. Since it was high on nutrition value it became a favorite with the parents specially mothers as an immediate source of nutrition for their kid and also that it was available in many flavors made it a better option for them.
2. Innovation phase:
Since it came from India's most trusted health foods brand, it had the luxury of experimentation and innovation.
New flavors were tried and their feasibility was tested. The Freshness element was given a whole new dimension as the idea behind fruit juice is that it has to be served fresh. The competition not only was the packed fruit juice but also the street vendors which served fresh juice. The packaging of the juice took a new dimension and it was better packed so as to keep the freshness element of the juice for a longer time. Innovation and the brand have always gone hand in hand and it was well advertised in the context of fruit juice by the product Real Fruit Juice.
3. Growth Phase:
The brand "Dabur" was well established and the fruit juice coming under its name had certain luxuries with it.
- It had easy acceptance because of the reputation of the company
- It was lesser scrutinized even though the concept of fresh packed fruit juice was new
- It was readily available because of an efficient distribution system of the company
It was evident that the product had a faster growth because of the above mentioned factors. With time, there were many variants available of the Real Fruit Juice and it added to the wide availability of the fruit juice in the masses.
There are typically 3 stages in ILC:
1. Early Stages Phase:
A health drink on the go was always a necessity in modern times in India as it moved to be comprised of the biggest manual workforce in the globe and also there was a dearth of it. There was a huge target group for such a product as there were no major players and the ones present were not well organized, present only in bits and pieces and were unable to cover the geography of the nation well enough. With the IT sector booming in the country and an increase in number of well earning workforce, there was a major need for a drink which was high on nutrition value, could be had on the go and also was an immediate energizer for the bachelor and the newly wedded working class. It provided a time saving and an efficient option to the working class. Since it was high on nutrition value it became a favorite with the parents specially mothers as an immediate source of nutrition for their kid and also that it was available in many flavors made it a better option for them.
2. Innovation phase:
Since it came from India's most trusted health foods brand, it had the luxury of experimentation and innovation.
New flavors were tried and their feasibility was tested. The Freshness element was given a whole new dimension as the idea behind fruit juice is that it has to be served fresh. The competition not only was the packed fruit juice but also the street vendors which served fresh juice. The packaging of the juice took a new dimension and it was better packed so as to keep the freshness element of the juice for a longer time. Innovation and the brand have always gone hand in hand and it was well advertised in the context of fruit juice by the product Real Fruit Juice.
3. Growth Phase:
The brand "Dabur" was well established and the fruit juice coming under its name had certain luxuries with it.
- It had easy acceptance because of the reputation of the company
- It was lesser scrutinized even though the concept of fresh packed fruit juice was new
- It was readily available because of an efficient distribution system of the company
It was evident that the product had a faster growth because of the above mentioned factors. With time, there were many variants available of the Real Fruit Juice and it added to the wide availability of the fruit juice in the masses.
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