JOURNAL 3 3 The Product Life Cycle Market Concept Introduction: The concept of product life cycle (PLC) incorporates the stages the thing encounters after progression, from introduction to the finish of the item. Also as child experience differing stages in life (little youngster, review school youthful, youthful adult, and so forth), things and organizations in like manner age and experience distinctive stages. The PLC is a productive device that empowers sponsors to manage the periods of a thing's affirmation and achievement in the business focus, begin with the thing's introduction, its improvement in bit of the general business, development, and possible reduction in piece of the pie. For example, when a market is never again growing yet the thing is doing extraordinary the organization may use the money from the exchange trade bovine to contribute out various things they have instead of continuing to place assets into the thing in a no-development showcase. Fig 2: Product Life Cycle Market Concept Application: The Coke zero start working properly in start its function after 2000. It is known as one of the major product line of Coca-Cola. The basic difference between simple and diet coke is sugar, carioles and fats they obtained. But in Coke Zero spokesperson says “Taste is the cause of its success”. Although both diet sodas and diet coke are more or less like same and contain artificial sweeteners. It both taste like original Coke. Coca-Cola seem to be market winner as all of their product line are on maturity stage where they are maintaining their market share and market reputation.