- Stages in which a product (or category of
product) go through in terms of its sales and
profit throughout its life.
- Th...
- A period of sales growth as the product is
introduced in the market.
- Profits are non-existent because of the heavy
exp...
- A period of rapid market acceptance and
substantial profit improvement.
- Start to attract many competitors.
- Need to i...
- A slowdown in sales growth because the product
has achieved acceptance by most potential buyers.
- Profits stabilize or ...
- Sales show a downward drift and profit erode.
- Major reasons for declining:
a. innovation and technology advancement
b....
PLC could be extended by:
a. increasing the frequency of
consumption
b. increasing the number of
consumers
c. developing n...
PLC could be extended by:
a. increasing the frequency of
consumption
b. increasing the number of
consumers
c. developing n...
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Cd6813 plc

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ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011

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Cd6813 plc

  1. 1. - Stages in which a product (or category of product) go through in terms of its sales and profit throughout its life. - There is no specific time frame for each of the stage in the PLC. 4 Main Stages: i. Introduction ii. Growth iii. Maturity iv. Decline
  2. 2. - A period of sales growth as the product is introduced in the market. - Profits are non-existent because of the heavy expenses of product introduction (plus low sales). - No/very few competitors. - Introduce basic version. - Employ selective distribution. - Try to attractive dealers to carry the product. - Focus on innovators. - Marketing objective: to create awareness and trial.
  3. 3. - A period of rapid market acceptance and substantial profit improvement. - Start to attract many competitors. - Need to improve/modify the current product (such as introducing new features) - Marketing objective: to maximize market share - Strategies: a. lower down the price b. develop intensive distribution
  4. 4. - A slowdown in sales growth because the product has achieved acceptance by most potential buyers. - Profits stabilize or decline because of increased competition. - Competitors start cutting price to attract new buyers. - Marketing objective: to maximize profit. - Strategies: Emphasize on brand differences and value/benefit. - Towards the end of this stage, many competitors start leaving out the market.
  5. 5. - Sales show a downward drift and profit erode. - Major reasons for declining: a. innovation and technology advancement b. changes in consumer’s taste c. stiff comptition - More and more competitors leaving the market. - Focus on the “laggards” - Need to determine the best strategy to a. maintain b. harvest c. drop - Maintain – if the best and with assumption that competitors will all gone. Need brand repositioning. - Harvest – to cut down various costs. - Drop – if there is no hope at all. Sell off the business.
  6. 6. PLC could be extended by: a. increasing the frequency of consumption b. increasing the number of consumers c. developing new usage d. changing the package size, label and product quality
  7. 7. PLC could be extended by: a. increasing the frequency of consumption b. increasing the number of consumers c. developing new usage d. changing the package size, label and product quality
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