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Mm14

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Published in: Business, News & Politics
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Transcript

  • 1. Inroduction Growth Maturity Decline Sales Profit Sales&Profit Time PRODUCT LIFE CYCLE (PLC)
  • 2.  Marketing Strategies: Introduction stage  Sales growth tends to be slow in this stage.Promotional expenditure is high  Four strategies 1. Rapid skimming: High price high promotion 2. Slow skimming: High Price Low promotion 3. Rapid penetration: Low price heavy spending 4. Slow penetration: Low price low promotion
  • 3.  Marketing Strategies: Growth stage 1. Improves product quality and adds new product features and improved styling 2. Adds new models and flanker products 3. Enters new market segments 4. Increases its distribution coverage and enters new distribution channels 5. Shifts from product-awareness advertising to product-preference advertising 6. Lowers prices to attract the next layer of price sensitive buyers
  • 4.  Marketing Strategies: Maturity stage  Market modification: Expand market  Volume = number of brand users x usage rate per user 1. Convert nonusers 2. Enter new market segments 3. Win competitors segment  Product modification Quality improvement, Feature improvement, or style improvement  Other Marketing mix modification
  • 5.  Marketing Strategies: Decline stage  Sale my drop to zero or they may reach a low level  Some withdraw from market  Sentiments often plays a role  They reduce the number of types of products they offer 1. Increase the firms investment 2. Maitain thee investment until the uncertainities are eliminated 3. Decreasing the firms investment selectively 4. Harvesting the firms investment to recover cash quickly 5. Divesting the business quickly by disposing of its assets as advantageously as possible.
  • 6.  Marketing Strategies: Decline stage  Sale my drop to zero or they may reach a low level  Some withdraw from market  Sentiments often plays a role  They reduce the number of types of products they offer 1. Increase the firms investment 2. Maitain thee investment until the uncertainities are eliminated 3. Decreasing the firms investment selectively 4. Harvesting the firms investment to recover cash quickly 5. Divesting the business quickly by disposing of its assets as advantageously as possible.

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