FLC and its implementation in cocp
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FLC and its implementation in
COCPKoushik Dutta
Master of Business Administration
Specialization- Marketing
School of Management Sciences
Indian Institute of Engineering Science and Technology
Shibpur, Howrah
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Family Life Cycle by Wells and Gruber 1960s
• A way of segmenting the family market at different stages of the cycle on the basis of age, marital status, career, disposable income, presence & absence of children to determine the products and services that people buy at each stage.
• The model helps marketers a clue about buying patterns of families according to the stage of the families development according to the FLC.
Key pointsAgeMarital StatusCareerDisposable IncomePresence & absence of children
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Stages in FLC The Bachelor Stage - young singles
Young couples with no children - DINKs (double income, no children)
Full Nest 1 - Couples with small children
Single parents with children
Full Nest 2 - middle aged couples with dependent children
Empty Nest 1 -Middle aged couples with no children living at home
Empty Nest 2 - Older couples with no children
Solitary Survivor - Older, widowed, single, divorced or retiredEach of these groups has their own purchasing behaviours to which Marketers can
appeal in their Marketing strategies.
• A method of segmenting the market
• Provides an understanding of changes in consumer buying behaviour
• Used in targeting e.g. in the leisure and travel industries.
Uses of this Model
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Horlicks- “The Great Family Nourisher”
• Horlicks - Founders James and William Horlick.
• It is now manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, Pakistan, India, and Jamaica, and under licence in the Philippines and Malaysia.
• Horlicks is the leading health food drink in India and as the ‘Most Trusted Drinks Brand’ (Economics Times Survey, 2004) in India, enjoys more than 50% of the Health Food Drink Market.
• In 2010, Horlicks accounted for 85% of the ₹2306 crore (US$380 million) revenue of GlaxoSmithKline in India.
• It is currently the most widely consumed packaged beverage in India, after bottled water.
• Horlicks Wizkids, Started in 2003- reached approximately 25 million kids in all India as well as in Sri Lanka, Pakistan, Nepal and Bangladesh.
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Horlicks- “The Great Family Nourisher”
Specially made for
breast-feeding Mothers
Only for Women
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Horlicks- “The Great Family Nourisher”
Horlicks Ninja for children except 1-
6years
Junior Horlicks from 1-3 and 4-6Only for
Adult