Marketing strategies is a long-term course of action designed to optimeze allocation of the scarce resources at the disposal of a firm in delivering superior customer experiences and promote the interests of other stakeholders

1. Marketing
strategies for
introduction and
growth stage

2. Content……
• What is marketing strategy ?
• What is PLC ?
• Introduction stage of the PLC
• Introductory marketing strategies
• Growth stage of the PLC
• Marketing strategies for growth stage

3. What is marketing strategies
?
 Marketing strategies is a long-term
course of action designed to optimeze
allocation of the scarce resources at
the disposal of a firm in delivering
superior customer experiences and
promote the interests of other
stakeholders.

4. What is plc
 Product life cycle (PLC) is the cycle
through which every product goes
through from introduction to
withdrawal or eventual demise.

5. Product Life Cycle

6. Introduction stage of the PLC
• First stage in a product's life cycle. This is the point
of product launch, market entry, and user-trial by
the innovators.

7. • Example :
3D Televisions :
3D may have been around for a
few decades, but only after
considerable investment from
broadcasters and technology
companies are 3D TVs available
for the home, providing a good
example of a product that is in the
introduction stage.

8. Characteristics of introduction
stage of plc
 Sales – low
 Cost – high cost per customer
 Profits – negative
 Marketing objectives – create
marketing awareness and trial
 Product – offers a basic product
 Price – use cost plus formula
 Distribution – build selection
distribution
 Promotion – heavy to entice product
trial

9. Introductory marketing strategies
Rapid –skimming strategy Slow- skimming strategy
Rapid-penetration
strategy
Slow-pentration strategy
promotion
price
high
high
low
low

10. Growth stage of the plc
 In the growth stage, the firm seeks to
build brand preference and increase
market share.

11.  Example :
Tablet PCs : there are a growing number of tablet
PCs for consumers to choose from, as this product
passes through the growth stage of the cycle and
more competitors start to come into a market that
really developed after the launch of Apple’s ipad.
Anther example is NANO car.

12. Characteristics of growth stage
of plc
 Sales- rapidly rising
 Cost- average cost per customer
 Profits- rising
 Marketing objectives- maximize
marketing share
 Product – offer
extension,service,warranty
 Price- penetration strategy
 Distribution- build intensive distribution
 Promotion- reduce to take advantage of
demand

13. Marketing strategies for growth
stage
• Improves product quality and adds new features
and improved styling.
• Add new models and flanker products.
• It enters new market segments.
• It increases its distribution coverage enters new
distribution channels.
• It shift from product –awareness advertising to
product-preference advertising
• It lowers price to attract the next layer of price –
sensitive buyers.

14. CONCLUSION
We should identify what is the stage we act
Recognize the issues what we face.
What kind of strategies we should follow
Implement the effective strategies.
Evaluate the success.