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Ppt product life cycle @ dom s

Ppt product life cycle @ dom s

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  • 1. P RODUCT L IFE C YCLE
  • 2.
    • What is product life cycle?
    • Life cycle stages
    • Management strategies
    • in different life cycle stages
    Product life cycle…. MAJOR HEADS
  • 3. What is product life cycle? Every product has a life cycle Definition: A marketing theory in which products or brands follow a sequence of stages including : introduction, growth, maturity, and sales decline. Product life cycle….
  • 4. Four things in mind 1) products have a limited life 2) sales has distinct stages- with challenges, opportunities, problems 3) profits rise and fall at stages 4) products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage Product life cycle….
  • 5.
      • Pre Introduction stage: Product development stage
      • Stage-1:Market introduction stage
        • Stage-2: Growth stage
          • Stage-3: Mature stage
            • Stage-4: Saturation and decline stage
    Life cycle stages Product life cycle….
  • 6. Figure: Product life cycle stages Product life cycle….
  • 7. EXAMPLES: Product life cycle…. INTRODUCTION GROWTH MATURITY DECLINE Third generation mobile phones Portable DVD Players Personal Computers Typewriters E-conferencing Email Faxes Handwritten letters All-in-one racing skin-suits Breathable synthetic fabrics Cotton t-shirts Shell Suits iris-based personal identity cards Smart cards Credit cards Cheque books
  • 8. Management strategies in each life cycle stages Product life cycle….
  • 9.
      • cost high
      • sales volume low
      • no/little competition - competitive manufacturers watch for acceptance/segment growth losses
      • demand has to be created
      • customers have to be prompted to try the product
    Stage-1:Market introduction stage Product life cycle….
  • 10.
    • costs reduced due to economies of scale
      • sales volume increases significantly
      • profitability
      • public awareness
      • competition begins to increase with a few new players in establishing market
      • prices to maximize market share
    Product life cycle….
        • Stage-2: Growth stage
  • 11.
    • no need for publicity
      • sales volume peaks
      • increase in competitive offerings
      • prices tend to drop due to the proliferation of competing products
      • brand differentiation, feature diversification
      • Industrial profits go down
    Stage-3: Mature stage Product life cycle….
  • 12.
    • costs become counter-optimal
      • sales volume decline or stabilize
      • prices, profitability diminish
      • profit becomes more a challenge of production/distribution efficiency than increased sales
            • Stage-4: Saturation and decline stage
    Product life cycle….