PRODUCT LIFE CYCLE
A company’s positioning and differentiation strategies
must change as the product, market, and competitors
change over time.Here I will describe the concept of the
product life cycle(PLC)and the normal changes as the
product passes through each life cycle stage.
PRODUCT LIFE CYCLE MARKETINGSTRTEGIES
MAINLY THE PRODUCT LIFE CYCLE INCLUDES
1. Product have a limited life.
2. Product sales pass through distinct stages,each posing
different challenges, opportunities, and problems to the seller.
3. Profits rise and fall at different stages of the product life cycle.
4. Product require different marketing, financial, manufacturing,
purchasing, and human resource strategies in each life cycle
stage.
PRODUCT LIFE CYCLE
Most product life-cycle curve are portrayed as bell shaped.
The curve is typically divided into four stages:
Introduction
Growth
Maturity
Decline
Introduction Growth Maturity Decline
Profits
SALES AND PROFIT LIFE CYCLES
Sales
GROWTH-SLUMP-MATURITY PATTERN
INNOVATIVE PRODUCT
Primary
CYCLE-RECYCLE PATTERN
Cycle Recycle
PHARMACEUTICAL PRODUCT
SCALLOPED PATTERNPRODUCT CHARACTERISTICS, USES, OR USERS
SALES,EXPENSES & PROFITS CONDITION AT ALL THE STAGES
SALES EXPENSES PROFITS
1st
LOW HIGH LOW
2nd
VERY HIGH RELATIVALY LOW HIGH
3rd
MAXIMAM LESS MAXIMAM
4th
REDUCTION LEAST REDUCTION
STAGE
STAGE
STAGE
STAGE
PRODUCT LIFE CYCLESTAGES
Introduction: A period of slow sales growth as the product
is introduced in the market.Profits are non-existent
because of the heavy expenses incurred with
product introduction.
Growth: A period of rapid market acceptance and
substantial profit improvement.
Maturity: A period of a slow down in sales growth
because the product has achieved acceptance by most
potential buyers. Profits stabilize or decline because of
increased competition.
Decline: the period when sales show a downward drift and
profit erode
FASHION
A fashion is a currently accepted or popular style in a given field.The length of a fashion cycle is hard to
predict.Fashion end because they represent a purchase compromise.
FADSFads are fashion that come quickly into public view, are
adopted with great zeal, peak early, and decline very fast.Their acceptance cycle is short, and they tend to attract
only a limited following of those who are searching for excitement or want to distinguish themselves from other.
MARKETING STRATEGIES
INTRODUCTION STAGE
REPOSITIONING
PRODUCT DIFFERENTIATION
PRICE
GROWTH STAGEDuring this stage, the firm uses several strategies to sustain rapid market growth
It improves product quality and adds new products features and improved styling.
It adds new models and flanker product(I.e.,products of different sizes)
It enters new market segment.
It increase its distribution coverage and enters new distribution channels.
It lowers prices to attract the next layer of price-sensitive buyers.
MATURITY STAGE
PRICES
DISTRIBUTION
ADVERTISING
SALES PROMOTION
PERSONAL SELLEING
SERVICES
DECLINE STAGE
Increasing the firm’s investment (to dominate the market or strengthen its competitive position).
Maintaining the firm’s investment level until the uncertainty about the industry are resolved.
Decreasing the firm’s investment level selectivity, by dropping unprofitable customer groups,
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