SQL & PL/SQL

I Have the following piece of code : i get following error in the if statement:

PLS-00103: Encountered the symbol "PRODUCT" when expecting one of the following:

. ( ) , * @ % & | = - + < / > at in is mod remainder not
range rem => .. <an exponent (**)> <> or != or ~= >= <=

IF(pd_rec.product_hierarchy!='Product Family' AND pd_rec.product_hierarchy!='Component')THEN	
		 BEGIN
	  	 SELECT life_cycle_id
           INTO v_status
           FROM lkp_life_cycle
          WHERE UPPER (TRIM (life_cycle_name)) =
                                           UPPER (TRIM (pd_rec.market_status));
      EXCEPTION
         WHEN NO_DATA_FOUND
         THEN
		 DBMS_OUTPUT.PUT_LINE(''Hello');
         --  pkg_bulkload.log_error ('createnew_market',
                --                    'Trail Id not found',
                       --             'ETL',
                       --             '20002',
                       --             'Trail Id not found'
                        --           );
            --raise_application_error (-20002, 'Life cycle id not specfied');
      END;
	 ELSE
	  	  v_status:=pd_rec.product_status;
	 END IF;