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8/8/2019 Microsoft Group

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INTRODUCTIONINTRODUCTION


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FadadDefinition

A fad is unpredictable, short-lived, andwithout social, economic, and politicalsignificance.

Fads are fashions that come quicklyinto public view, are adopted with greatzeal, peak early, and decline very fast.


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Characteristics of Fads

Their acceptance cycle is short.

They tend to attract only a limited following of those who aresearching for excitement or want to distinguish themselves fromothers.

Fads are mainly fleeting, i.e. fads are generally here today gonetomorrow.

Time

Sa

les

Fad Life cycle


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Examples


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In FocusPager

Le sancy Soap

Yo Bike


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Company ProfileLe-sancy soap

Yo bike

Pagers


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IntroductionIntroductionA fad is defined as a product that experiences rapid,A fad is defined as a product that experiences rapid,

unexpectedly high sales followed by a decline. Theseunexpectedly high sales followed by a decline. Thesesales are enthusiasm driven and may follow a declinesales are enthusiasm driven and may follow a declinein sales only to experience a boost in sales later downin sales only to experience a boost in sales later downthe road. An example of this would be the yo-yo whichthe road. An example of this would be the yo-yo whichwas created decades ago but still experiences peakswas created decades ago but still experiences peaks

of popularity.of popularity.

The consumption of fad products offers a lens intoThe consumption of fad products offers a lens intocurrent social events and valuescurrent social events and values

Marketing literature has not developed many guidelinesMarketing literature has not developed many guidelines

or prescriptions to retailers/firms wishing market fadsor prescriptions to retailers/firms wishing market fadsLiterature has not explored fad purchasing andLiterature has not explored fad purchasing and

consumptionconsumption

A fashion that is taken up with greatA fashion that is taken up with greatenthusiasm for a brief period of time; aenthusiasm for a brief period of time; a

d b l ifi d b h l h f h i lif lC d b l ifi d b h l h f h i lif l


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Consumer products can be classified by the length of their life cycles.Consumer products can be classified by the length of their life cycles.Basic productsBasic products such as T-shirts and blue jeans are sold for years withsuch as T-shirts and blue jeans are sold for years withfew style changes. Businesses selling basic products can count on afew style changes. Businesses selling basic products can count on along product life cycle with the same customers buying multiple units oflong product life cycle with the same customers buying multiple units ofthe same product at once or over time.the same product at once or over time.The life cycle curves of basic, fashion, and fad products are picturedThe life cycle curves of basic, fashion, and fad products are picturedbelowbelow

The fad has the shortest life cycle. It is typically a style that is adopted by a

particular sub-culture or younger demographic group for a short period oftime
http://courses.cit.cornell.edu/cuttingedge/glossary.htmlhttp://courses.cit.cornell.edu/cuttingedge/glossary.htmlhttp://courses.cit.cornell.edu/cuttingedge/glossary.html


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EXAMPLES OF FADEXAMPLES OF FADPRODUCTSPRODUCTSPAGERSPAGERS

YO-BIKESYO-BIKES

LESANCY SOAPLESANCY SOAP


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m p l i c a t i o n s f o r M a r k e t i n gm p l i c a t i o n s f o r M a r k e t i n gM a n a g e r sa n a g e r s

Its hard to say if one can really pin pointIts hard to say if one can really pin pointhow to tell when something will become ahow to tell when something will become afad or not. There is no real way offad or not. There is no real way of

determining this. For mangers itsdetermining this. For mangers itsdefinitely a nerve racking process, causedefinitely a nerve racking process, causeyou dont know exactly what will work.you dont know exactly what will work.

When it comes to advertising as a managerWhen it comes to advertising as a managerhave to know what segment group you arehave to know what segment group you aretrying to target your product towards oncetrying to target your product towards onceyou decide that, then you decide whetheryou decide that, then you decide whetheror not if you should have a TV commercial,or not if you should have a TV commercial,newspaper article, radio announcement,newspaper article, radio announcement,

billboard, etc.)billboard, etc.)


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Implications for marketers Continued

Marketers should pay attention to fads asMarketers should pay attention to fads asmuch as they do for trends, because from amuch as they do for trends, because from a

marketing management perspective, onemarketing management perspective, onereason to examine fads is how their shortreason to examine fads is how their shortterm nature affects the market share in someterm nature affects the market share in some

markets.markets.Understand the seven fad segments, and howUnderstand the seven fad segments, and how

these individuals behave in terms of buyingthese individuals behave in terms of buyingand spending. Once marketers understandand spending. Once marketers understand

the behavior and existence of fads, thesethe behavior and existence of fads, theseshould form the basis of marketingshould form the basis of marketingstrategies/tacticsstrategies/tactics..


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Do you remember Le Sancy soap? No? Never mind, neitherdoes anyone else. It is a classic example of a brand that sankwithout a trace in spite of aggressive advertising. At onetime, images of this curiously shaped soap graced everymagazine. It sought differentiation only on the basis of its

boat-shape, and its advertisers went out of their way to

convince consumers that its shape would lead to a never- before bathing experience. In fact, so convinced were thebrains behind the campaign of the advantage that Le Sancyenjoyed that it was considered to be just a matter of time

before all other soap manufacturers ditched the conventionalround and rectangular shapes of soap in favour of the boat-shape. Obviously, no one bought the story or the soap

because Le Sancys passage into history shortly after itslaunch was an unmemorable event, quite unlike its much-hyped launch.


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.ont.ont It is now time to restore balance to the Four Ps product, place, price and

promotion that formed marketing guru Philip Kotlers marketing mix.For too long promotion had been conferred the status of the most preferred Pto push sales and raise bottom lines. It was believed that anything could besold if the advertising guys were hard at work to sell it. Create a hypearound a product and consider it sold, was the maxim. The focus was on

pushing sales rather than giving the customers what they needed. As a resultmost companies had huge ad spends while investment in HRD and R&Dwas virtually non-existent. For a marketing exercise to be successful, theemphasis has to shift to making products and brands that can survive acompetitive market and astute customers. The product has to be broughtcentre stage. Understanding what the customer wants and actually listeningto him so that his needs can be identified and fulfilled is what is needed. Thecustomer has to be a part of the whole marketing exercise rather than anafter-thought.


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The idea was not to make products for markets but to make marketsfor products. The focus was on advertising, while the consumerwas a never-seen-never-heard entity. Anything was possible for

product promoters. Advertising was the magic mantra that couldtransform any product, never mind its intrinsic worth, into amarket leader. The theory behind building strong brands wassimple enough. Make a product, spend huge amounts onadvertising, put up billboards, make television commercials,come up with hummable jingles, give freebies, in short bombardthe consumer with so many images that the poor guy had nochoice but to say yes. Which he did, with flattering ease. Thisnaturally did wonders to the advertisers self-esteem, not tomention the organizations' faith in the infallibility of theirabilities. A tragically misplaced trust, as the subsequent

experience of many brands was to prove.


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Survey report from primary

50 sourcesQ-Till now customer aware about le-sancy soap of

HUL.


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Why it was so well known to customer?


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Why it is declined from market?


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YO BIKE
http://www.electricbikee.com/wp-content/uploads/2009/02/yo-speed-electric-bike.jpg


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bout the company

Established in 1983, ELECTROTHERM (I) Ltd., acompany listed on Bombay Stock Exchange, is atrusted name in foundry and steel/alloy steel industryfor providing unmatched technological leadership for

more than two decades.The POWER ELECTRONICS involved in control of

this Furnaces finds application in electric twowheelers. This is formed to manufacture electric and

hybrid electric vehicles. Its vision is to offer anefficient, economical and eco friendly future to theIndian transportation.


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bout yo-bikethe automobile fuel prices straining your budget, it is only wise

to look at new source of economical, pollution-free, safe andeasy to handle mean of personal transport.

YO bikes are battery-operated, economical, and Zero Tail PipeEmission two wheelers.

YO bikes are based on electrical technology where therechargeable battery replaces the conventional engine.

YO bikes can be charged as easily as a mobile phonewherever electric power connection is available. Once fullycharged Yo bikes can travel up to 75kms* in one chargedepending on the load, speed & road condition.

Price range was starting from17500 to 29000.


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MODELS.

YO Exl

YO XplorER

YO SpeedYO Style

YO Electron ERYO

Smart
http://www.priceindia.in/bike/yo-speed-price/http://www.priceindia.in/bike/yo-electron-er-price/http://www.priceindia.in/bike/yo-exl-price/http://www.priceindia.in/bike/yo-xplor-er-price/http://www.priceindia.in/bike/yo-speed-price/http://www.priceindia.in/bike/yo-style-price/http://www.priceindia.in/bike/yo-electron-er-price/http://www.priceindia.in/bike/yo-smart-price/


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failure.

At 25000 bucks and more... The price is a bit too muchfor a battery driven vehicle..

It gives you very less power..It total carrying capacity is 75kg or so... That means

doubling is a bit difficult..On heavy loads its motor can burn... and the motor

has a 1 year gurantee only.. So.. if by chance itburns... It can be a huge problem...

It has a top speed of just 25 kmph... Which I guess isa bit low..

When its ignition is ON.. It doesn't need to be started

like petrol vehicles.. Just accelerate it.. and it moves..This MAY cause accidents.. (Though few modelsnow have a switch)


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How do you find electronic and

scooter are good enough to ride?.


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what is the reason for failure of the yo-bike? Specify ?


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:-uestion3 after the failure of this bike, can this type of bike come again to

market?.


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if yes, then what is the reason or why?


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IN T E R O D U C T IO NThere was a time before cell phones, though there are

few people who can remember it, or so it seems.

When cell phones first came out, the most popularway to send and receive messages was by way opager. These small devices are used to send briemessages to people or groups of people. They can

be phone numbers or short messages of only a fewwords. Today, they are not used by many, but arepopular among emergency service personnel.
http://www.ehow.com/phones/http://www.ehow.com/phones/


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HISTORYPagers were invented in the mid-1950s inLondon in order to allow hospital staff to alerteach other of emergencies quickly, no matter

where the workers were. It became a highlyeffective tool that spread to other servicesectors. They originally ran on AMfrequencies, but shifted to FM wavelengths as

they became more popular. Before cellphones, they were popular for general useand were good for people who did not haveaccess to international phones.


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TYPESThere are three types of pagers that are basedon what information they can send. The mostbasic of these are numeric pagers, which can

only send numbers. They are good forsending people phone numbers or specialnumeric pager codes. Alphanumeric pagersare slightly more advanced, allowing users to

use letters as well as numbers. Finally, thereare two-way alphanumeric pagers, which cannot only send information, but also receive it.

The other two types can only receive

messages.


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FUNCTIONWhen a pager is purchased, it is given a uniquephone number or email address. Emailaddresses are given to alphanumeric pagers.

When someone is going to send a message toa pager, he calls that pager's phone numberand reaches a recorded message. Here, hewill input the message, which will then be

sent to the pager in question. Today, pagersuse satellites to send messages, rather thanground-based lines like many cell phones.


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BENEFITSPagers offer a number of benefits to users. Forone, they are smaller than most cell phonesand are therefore easier to carry. They also

have infinitely better privacy standards thancell phones. This is because most pagers onlyreceive messages, making them passivecommunication devices that can not be

tracked. They are also able to run in placescell phones don't have service, making themgreat for many people who work in remotefields.


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How pager works


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Pagers are vanished from market because of


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From marketing point of view reasons are


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INDINGS ANDSUGGESTIONSvFindings:- 1) 70% of the students said that they know

about pager.

# 30 % of the student said that theydont know about pager.

# very few agreed that they used them. 2) Most of the student said that the

downfall of pager were mostly because of - Lack of technology - Inflexibility.


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Not being adopted market condition.

Thus, inferior product was not adopted because

mobile not only offered texting option butvarious other features like call options, alarm,camera, so name few.

3) 50% of the student said they know about Yo-Bike.

Other 50% of the student dont know about the

Yo-Bike.Very few agreed that they used them.

M t f th t d t id th t th d f ll f Y


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Most of the students said that the downfall of Yo-Bike were mostly because of

Lack of Technology.

Gear problems.Engine problems.

High fuel consumption.

Flat wheels. Thus, due to above mentioned Technical

problems Yo-Bike is outdated.

4)20% of the students said they know about

Lecensy Soap.

Other 80% were unaware about the Soap.

S f th d th t th d th S


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Some of them agreed that they used the Soap. The students said that the downfall of the

soap were mostly because of-

Shape of the soap.May be Indian customer dont accept.

Better then Lecensy soap are available.

Advertisement issues.

Inferior product compared to other soapare not accepted by the Indian customer due tothe above mentioned reasons.


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SUGGESTIONS

As per the collected data from the students, weobserved that these products were outdateddue to many technical reasons.Thus, it can besuggested that:-

The pager could be modified by using improvedtechnology and offering better features like

call options, alarm ,Camera etc.

Yo Bike could be improved or modified withsome modern facilities like Advance engine,better quality wheels, brake, giving bettermileage.


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On the other hand, Lecensy soap also could beof better quality by offering low price, betterpackaging, giving good shape and through

high quality advertisement. Thus, it can be seen from the

suggestions that if these above points havebeen maintained, the products would now also

be available in the market.


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ProductLifeCycle

-ar Decline

SalesDeclineeadsTo

Reduceumber OfProducts

ithdrawFrom

ut AdvExpenses

WeakTradeChannels

mallFirms

R e ma i n

i n g Firms

SmallerarketSegments

Withdraw


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Fads are famous since the early 1920sFads are immensely popular and every

individual has used at least once in theirlifetime.An incentive for marketers to increase theproduct life cycle fads.

Innovative integrated market communicationis the way to develop brand

conclusion

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