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2. Product Life Cycle
(PLC)
“Product life cycle (PLC) is the
cycle through which every
product goes through from
introduction to withdrawal or
eventual demise.”
Product Life
Cycle
01
02
03
04
05
2
Product Life Cycle And Development
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3. Introduction Growth Maturity Decline
Researching,
developing and then
launching the
product.
INTRODUCTION
Sales are
increasing at
their fastest rate.
GROWTH
Sales are near their
highest, however the
rate of growth is
slowing down.
MATURITY
The final stage of
the cycle, sales
begin to fall.
DECLINE
01
02
03
04
3
Product Life Cycle Stages
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LOW
SALES
NEGATIVE
PROFITS
LITTLE
COMPETITION
INNOVATORS
ARE TARGETED
HIGH COST PER
CUSTOMER ACQUIRED
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4
Introduction Stage
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5. 5
Brand
Awareness
Cycle
No Longer
Convinced
No Longer
Remembers
Unaware
Aware
Informed
Convinced
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Building Product Awareness In The Market
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6. 6
Installation
After Sale
Service
Warranty
Delivery
& Credit
Packing
Features
Design
Quality
Level
Brand
name
Core
Product Or
Service
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The Product Concept
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7. Product 1 Product 2 Product 3 Product 4
Brand A
Brand B
Brand C
Brand D
7
Brand-Product Matrix
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8
Product Quality Check
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9. Price
Quantity
P1
P2
A
B
C
Penetration Pricing
0
1
2
3
4
5
6
0 1 2 3 4 5
Price
Time
Penetration
Pricing
Pricing
Skimming
Charging A Low Price (P2)
From The Start To Quickly
Sell The Highest
Quantity(Q2)
9
Penetration Pricing
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Manufacturer
Retailer Wholesaler
Contractor
End User
10
Distribution Of A Product
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Advertising
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Sales Promotion
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Personal Selling
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Public Relations
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Direct Marketing
01
03
05
02 04
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Marketing Communication Mix
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13. Increased
Market Share
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TEXT HERE
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TEXT HERE
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TEXT HERE
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TEXT HERE
13
Market Share
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14. FEATURE PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4
Feature 1 Available Unavailable Unavailable Available
Feature 2 Available Unavailable Unavailable Available
Feature 3 Available Unavailable Unavailable Available
Feature 4 Available Unavailable Unavailable Available
Feature 5 Available Available Available Available
Feature 6 Available Available Available Available
Feature 7 Available Unavailable Unavailable Unavailable
Feature 8 Available Unavailable Unavailable Unavailable
Feature 9 Available Unavailable Unavailable Unavailable
Feature 10 Available Unavailable Unavailable Unavailable
14
Features Comparison Of The Products
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Pricing
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Distribution
Channels
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Product Quality
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Promotions
15
Growth Stage
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16. Profits
Sales
Costs
Marketing Objectives
Product
Price
Distribution
Advertising
Low Costs Per Customer
Process
Peak Sales
High Profits
Diversify Brand And Models
Price To Match Or Best Competitors
Build More Intensive Distribution
Stress Brand Differences And Benefits
Maximize Profit While Defending Market
Share
16
Maturity Stage
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17. Introduction Growth Maturity Decline
Services
Sales
Time
17
• Maintain The Product,
Possibly Rejuvenating It
By Adding New Features
And Finding New Uses
• Reduce Costs And
Continue The Offer
• Discontinue The Product
Sale is declining so there
are several option:
Decline Stage
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18. ➢ Involves promoting
new & alternative
product uses.
➢ Revitalizes product
by building a new
character.
➢ In same instances,
leads to a new sub
category.
Among Existing
Customers
➢ Presenting product
with a different
twist to entice new
customers, and
minimize alienating
current users.
➢ In some instances,
leads to a new
category
To new
Consumers
18
Repostioning A Product
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20. Introduction Growth Maturity Decline Time
Sales
Over
Time
20
Extending The Product Life Cycle
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21. 21
Readvertising The Product
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Low Advertising
High Advertising
SHORTER PLC
LONGER PLC
22. 22
Price Reduction
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Price
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23
Exploring New Market
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25. 25
2017 1 2 3 4 5 6 7 8 9 1 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
Your Text Here Put Text Here Your Text Here Put Text Here
Text Here Text Here
Text Here
Text Here
Text Here
Text Here Text Here Text Here
Text Here
Our Trade Show Calendar
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26. TEXT
HERE
HIGH
LOW
TEXT HERE
LOW HIGH
YOUR TEXT HERE PUT TEXT HERE
YOUR TEXT
HERE
PUT TEXT HERE
TEXT HERE 01
TEXT HERE 03
TEXT HERE 04
TEXT HERE 02
PUT TEXT
YOUR TEXT
PUT TEXT
YOUR TEXT
26
Competitive Intelligence
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Developing
Marketing
Communication
Program
01
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Marketing
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Plan
02
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Evaluation &
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03
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Budget
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04
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Situational
Analysis
05
2016 2017 2018 2019 2020
27
Communication Plan
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28. 28
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YouTube
2020
2019
2018
2017
2016
Social Media Plan
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2015
2017
2019
2021
2023
2025
01
02
03
04
05
06
29
Product Roadmap
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30. 01
First
Option
02
Second
Option
03
Third
Option
04
Forth
Option
05
Fifth
Option
06
Sixth
Option
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30
Website Update Plan
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31. 31
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Customer Testimonial
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33. Agenda
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01
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02
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03
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04
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33
34. Your Text Here
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34
Our Vision
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35. 35
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ANITA SMITH
CEO
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JOHN SMITH
CEO
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MARY SMITH
CEO
Our Team
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ANITA SMITH
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36
About Us
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37. 37
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Our Goal
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38. 38
70%
TEXT HERE
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50%
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Comparison
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39. 75% 15% 35%
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Financial
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40. 40
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Quotes
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41. 01 02 03 04
Income Distribution
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Cogs Distributions
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Expense Distributions
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Profit And Loss
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Dashboard
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Location
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2016 2017 2018
43
Timeline
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Data
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Project
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Content
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Post it
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45. FINANCE NEWS
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45
Newspaper Layouts
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46. Option One
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Puzzle
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Control Time
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Set Limits
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Target
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Circular
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Venn
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Mind Map
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Matrix
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Low High
Supply Risk
Profit
Impact
High
low
01 02
03
04
Leverage
Items
Strategic
Items
Non- Critical
Items
Bottleneck
Items
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52. 52
Your Text Here
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Lego
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53. Attract
Visitors
Gather
Contact Info
More
Interaction
Request A
Proposal
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53
Silhouettes
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Marketing
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Team
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Innovation
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Analysis
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Success
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Strategy
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Work
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Plan
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Marketing
Idea
Idea
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56. Text here
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56
Magnifying Glass
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Economic System
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Capital Formation
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Marketable Surplus
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Foreign Trade
Situations
57
Bar Graph
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58. Acquisition
Activation
Retention
Revenue
Referral
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58
Funnel
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