Beardo

Beardo at the Introduction Stage:

The introduction stage is the first stage in the product life cycle of any company ; where a company
tries to build awareness about the product or service in a market where there is less or no
competition.But,In the case of beardo it seems to be a bit topsy turvy because of pre-existent market
giants from other countries and new indian startups such as Ustraa and Biotique.Despite the brand
being little late,Beardo was able to get into the stack of growing startups in india.Along with it,There
was a huge reason for their success as the Entertainment industry fascinated people with characters
playing their roles with emphasis on their beard and its styles.To be precise,the company was able to
get into that mover advantage as it used the above mentioned opportunity precisely.As they made
adequate publicity about the product either by promotion or through branding, it gave a look at other
aspects such as pricing, as well as distribution. Pricing a product in the introduction stage is very
important to gain market share. A popular pricing strategy followed by most of the companies is the
skimming price strategy. In this pricing strategy, a company usually charges a very high price to
customers, who are willing to purchase a product.But again they aint do the same again. They made
sure that the product was Mass (Male) segmented with certain aspects of Niche segmentation to it.

Beardo at Growth Stage:

The growth stage is the period during which the product eventually and increasingly gains acceptance
among consumers, the industry, and the wider general public. During this stage, the product or the
innovation becomes accepted in the market, and as a result sales and revenues start to increase.
Beardo,in this stage was said to have had a series of fundings which primarly focussed on expansion
and growth aspect of the company.This led the Parachute Giant “Marico” which took a majority stake
of 45% in the company at its 3200 crore valuation, which is natural for larger companies of its type for
its interest in Internal Developement.This stage results only in the case of a primary increase in
financial aspect of a company such as increase in turnover,profitability or introduction of
complementary products.

Shakeout:
This is the current stage of Beardo.It occurs when there is a consolidation in an industry. Some
businesses gets naturally eliminated because they are unable to grow along with the industry or are still
generating negative cash flows. Some companies merge with competitors or are acquired by those who
were able to obtain bigger market shares at the growth stage.
At the shakeout stage, the growth rate of revenue, cash flows, and profit start slowing down as the
industry approaches maturity.It also has other sides to it.As companies of similar type face similar
industry cycles.Competitors might also be involved in such circumstances where there is a huge
investment same as its other competitors as funding seems to have a major role in the shift towards the
next stage for the rally on the “Market Leader” sobriquet.In this stage,the company with the best
management,sufficient funding and the best marketing strategies and market concepts are set to attain
the prementioned designation.