— The term ‘Product Life Cycle’ in itself explains the entire journey of a product from manufacturing to consumption. The entire process of considering the life cycle of a product gets counted from the day the entrepreneur thinks of launching a product and accordingly manages all the steps that will be followed to reach the consumer for ultimate consumption (Pangarkar, 2011).

As for instance, the Product Life Cycle of the international brand of cold drinks, Coca-Cola, follows a very systematic way of getting into the market and gaining immense hold over the international marketing scenario. Its foremost step is about introducing the product that is unique in its taste and can offer the required refreshment to the consumer. Followed by this is the act of commercialising the product and adding the profit margins at a very low level. These were stages where Coca Cola too faced lower ranges of profit as well as criticism in various market places. Questions were also raised in terms of its quality concerns/ however, irrespective all the downfalls, the company constantly concentrates in offering best of the product and services to the consumers. As a result, in the current international market, the company gets served ‘across more than 200 countries and territories’ (Coca Cola, 2016). The annual report as offered Coca Cola (2016) states that Coca Cola as a company it is very strong in maintaining its sustainability in the market and the key for its success lies in its systematic maintenance of the lifecycle of the product as per consumer-oriented demands.

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