• Ayush Badodiya
• Dr. Devendra S. Verma

Portfolio planning is a simple concept for knowing whether the company should use its money and capital over a period or not, this helps the organization to maximize its profit over a long range of time. Product life cycle (PLC) is categorization of a product in various phases of its life cycle. Starting from its introduction, to growth, maturity, and lastly decline stage. The research investigates the position of a product in the product life cycle according to portfolio planning method.

BCG Matrix, Mckinsey Matrix, Management strategy

"Study of the product life cycle strategies of FMCG product", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 8, page no.2088-2092, August-2020, Available :http://www.jetir.org/papers/JETIR2008277.pdf

"Study of the product life cycle strategies of FMCG product", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 8, page no. pp2088-2092, August-2020, Available at : http://www.jetir.org/papers/JETIR2008277.pdf