PRODUCT LIFE CYCLE 
Prof. Sameer Mathur, 
Ph.D.
Agenda 
Product Life Cycle 
Product Development 
Marketing Strategies 
iPod Timeline
Sameer Mathur 
BuddingMarkets.com 
Indian Institute of Management, 
Lucknow 
Marketing Professor 2013 – 
Marketing Profess...
A new product progresses through a sequence of stages 
from introduction to growth, maturity, and decline... 
…impacting t...
The Product Life Cycle
Summary: Stages in NPD 
New-product 
strategy 
development 
Idea 
Generation 
Screening 
and 
Evaluation 
Business 
Analys...
Product Development 
Profits are negative 
Sales are Zero 
Investment Costs are high
Marketing Strategies: Introduction 
Stage 
Sales 
Costs 
Profits 
Marketing Objectives 
Product 
Price 
Low sales 
High co...
Toyota Hybrid: Introductory Stage Product
Marketing Strategies: Growth 
Stage 
Rapidly rising sales 
Average cost per customer 
Rising profits 
Maximize market shar...
A Product at the Growth Stage
Marketing Strategies: Maturity 
Stage 
Peak sales 
Low cost per customer 
High profits 
Maximize profit while defending 
m...
A Product at the Mature Stage
Marketing Strategies: Decline 
Stage 
Declining sales 
Low cost per customer 
Declining profits 
Reduce expenditure and mi...
Alternate Product Life Cycles
Apple Inc. – 2008 Revenues 
28% 
27% 
7% 
10% 
6% 
17% 
5% 
iPod 
Portables 
Desktops 
Other Music Related 
Products and S...
iPod Touch 
(Sept 2007) 
iPod Nano 
(Sept 2005) 
Product Life Cycle of iPods 
iPod Classic 
(Oct 2001) 
iPod Shuffle 
(Jan...
Timeline of iPod Classic 
http://en.wikipedia.org/wiki/IPod_Classic 
http://www.apple.com/ipodclassic/
Timeline of iPod Classic 
http://en.wikipedia.org/wiki/IPod_Classic
What Stage of the PLC is the iPod Classic? 
• Product development 
• Introduction 
• Growth 
• Maturity 
• Decline
Timeline of iPod Touch 
http://en.wikipedia.org/wiki/IPod_Touch 
http://www.apple.com/ipodtouch/
Marketing Mix – iPod Touch 
• Product: “A great pocket computer”. Music, 
movies, games, apps at fingertips. 
• Price: 8GB...
Which Stage of the PLC is the iPod Touch? 
• Product development 
• Introduction 
• Growth 
• Maturity 
• Decline
Summary 
Product Life Cycle 
Product Development 
Marketing Strategies 
iPod Timeline
Read this book 
“This book is the 
bible of Marketing” 
Prof. Sameer Mathur
Over 1 Million views 
from more than 100 countries 
Prof. Sameer 
Mathur 
Top 1% most viewed 
Over 250 presentations on 
M...
Product Life Cycle
Product Life Cycle
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  • CASSIA
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  • Product Life Cycle

    1. 1. PRODUCT LIFE CYCLE Prof. Sameer Mathur, Ph.D.
    2. 2. Agenda Product Life Cycle Product Development Marketing Strategies iPod Timeline
    3. 3. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009
    4. 4. A new product progresses through a sequence of stages from introduction to growth, maturity, and decline... …impacting the marketing strategy and the marketing mix
    5. 5. The Product Life Cycle
    6. 6. Summary: Stages in NPD New-product strategy development Idea Generation Screening and Evaluation Business Analysis Development Market Testing Commercial-ization
    7. 7. Product Development Profits are negative Sales are Zero Investment Costs are high
    8. 8. Marketing Strategies: Introduction Stage Sales Costs Profits Marketing Objectives Product Price Low sales High cost per customer Negative Create product awareness and trial Offer a basic product Use cost-plus basis Distribution Build selective distribution Advertising Build awareness among innovators, early adopters
    9. 9. Toyota Hybrid: Introductory Stage Product
    10. 10. Marketing Strategies: Growth Stage Rapidly rising sales Average cost per customer Rising profits Maximize market share Offer product extensions, service, warranty Penetration Pricing Build intensive distribution Build awareness in the mass market Sales Costs Profits Marketing Objectives Product Price Distribution Advertising
    11. 11. A Product at the Growth Stage
    12. 12. Marketing Strategies: Maturity Stage Peak sales Low cost per customer High profits Maximize profit while defending market share Diversify brand and models Price to match or best competitors Build more intensive distribution Stress brand differences and benefits Sales Costs Profits Marketing Objectives Product Price Distribution Advertising
    13. 13. A Product at the Mature Stage
    14. 14. Marketing Strategies: Decline Stage Declining sales Low cost per customer Declining profits Reduce expenditure and milk the brand Phase out weak items Cut price Go selective: phase out unprofitable outlets Reduce to level needed to retain hard-core loyal customers Sales Costs Profits Marketing Objectives Product Price Distribution Advertising
    15. 15. Alternate Product Life Cycles
    16. 16. Apple Inc. – 2008 Revenues 28% 27% 7% 10% 6% 17% 5% iPod Portables Desktops Other Music Related Products and Services Software, Service, and Other Net Sales iPhone and Related Products and Services http://www.marketlineinfo.com/library/DisplayContent.aspx?R=5B0A0C20-9BB6-4284-A575-AC0F2261F45C&N=4294839864
    17. 17. iPod Touch (Sept 2007) iPod Nano (Sept 2005) Product Life Cycle of iPods iPod Classic (Oct 2001) iPod Shuffle (Jan 2005) http://www.apple.com/ca/ipod/compare-ipod-models/
    18. 18. Timeline of iPod Classic http://en.wikipedia.org/wiki/IPod_Classic http://www.apple.com/ipodclassic/
    19. 19. Timeline of iPod Classic http://en.wikipedia.org/wiki/IPod_Classic
    20. 20. What Stage of the PLC is the iPod Classic? • Product development • Introduction • Growth • Maturity • Decline
    21. 21. Timeline of iPod Touch http://en.wikipedia.org/wiki/IPod_Touch http://www.apple.com/ipodtouch/
    22. 22. Marketing Mix – iPod Touch • Product: “A great pocket computer”. Music, movies, games, apps at fingertips. • Price: 8GB : $249; 32GB: $319; 64GB: $429 • Promotion: Advertisement on TV, billboards, magazines. Focus on numerous applications. • Place: Online, Apple Store, Future Shop, Best Buy, Costco. http://www.apple.com/ca/ipod/compare-ipod-models/
    23. 23. Which Stage of the PLC is the iPod Touch? • Product development • Introduction • Growth • Maturity • Decline
    24. 24. Summary Product Life Cycle Product Development Marketing Strategies iPod Timeline
    25. 25. Read this book “This book is the bible of Marketing” Prof. Sameer Mathur
    26. 26. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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