Abstract: As consumers, we buy millions of products every year. And just like us, these products have a life cycle. Any product that is introduced into a market has a shelf life, this can be overcome easily by making or purchasing new products.Older, long-established products eventually become less popular, while in contrast, the demand for new, more modern goods usually increases quite rapidly after they are launched.A product in general has a product life cycle, usually it goes through four major stages in its lifecycle. FMCG products or fast moving consumer goods have a long product life cycle, people continue to buy the product for a number of years as long as it is in stock. Over the years people have observed many products are no longer available in the markets that they go to, this usually happens when the product has completed its lifecycle.This article is an attempt focussing upon the different stages that a fast moving consumer product has to pass through and it also makes an effort to highlight the marketing strategies that can be adopted in the various stages of the life cycle of the product.