FLC and its implementation

in COCP
Koushik Dutta
MBA- Marketing
Roll-265113021
SOMS-IIESTS
S
P T
CSAT
Want
Need
Profit
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.
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.
Key points
Age
Marital Status
Career
Disposable Income
Presence & absence of children
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 retired
Each of these groups has their own purchasing behaviours to which Marketers can appeal in their Marketing
strategies.
Me-2-Me
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.


Horlicks- The Great Family Nourisher
Horlicks Ninja for
children except 1-
6years
Junior Horlicks from 1-3 and 4-6
Only for Adult
Horlicks- The Great Family Nourisher
Specially made
for breast-
feeding Mothers
Only for Women
Thank you