Product Life Cycle of COMPLAN (Maturity Stage)

Introduction Stage Originally launched during World War II, it was part of the ration for soldiers. After the end of the war, Glaxo launched the product for the mass market for which the positioning was decided as a product meant for adults in convalescence. However this positioning did not ring much success as !omplan got du ed as a "sick man#s source of nutrition$. It was repositioned and reintroduced as a complete planned food for children, superior to milk, which too found the going tough as the children did not like the taste of !omplan and ecause the Indian mother did not agree with the notion that it could e superior to milk. Growth Stage With the last repositioning !omplan finally went onto the growth or it and continued to gain new converts to its folds. %he growth with this positioning was explosive. Maturity Stage With the passage of years, especially with the opening of the Indian economy, the consumer started demanding more than &ust the values that !omplan defined. %hey wanted a fun feel with the product and in this scenario !omplan started ecoming a product of the pre'())( era. %he growth started saturating and !omplan faced the danger of moving into the decline stage in many parts of India. Decline Stage %he su heading is inappropriate as the rand has never really gone into decline. %he parent company has repositioned the product y way of redefining the product communication or repackaging etc to ring it ack into relevance. However there is a danger of !omplan slipping into the decline stage unless it changes the image of !omplan of eing a *serious drink#.