this is ppt presentation on product management . it covers features of product ,product levels ,product classification ,product mix and product life cycle stratagies
Presentation given by Muneeb Iqbal, Adnan, Dr Owais, Shahid Naved ,Ali Shah & Haris Vakeel on "New Product Development & Pricing Strategies" (of Marketing Mix/4 P's) to Sir.Nouman Ashraf in the course of "Principles of Marketing" at Hamdar University City Campus (HIMS).
References:
Principles of Marketing, 12 th edition, Phillip Kotler & Gary Armstrong.
this is ppt presentation on product management . it covers features of product ,product levels ,product classification ,product mix and product life cycle stratagies
Presentation given by Muneeb Iqbal, Adnan, Dr Owais, Shahid Naved ,Ali Shah & Haris Vakeel on "New Product Development & Pricing Strategies" (of Marketing Mix/4 P's) to Sir.Nouman Ashraf in the course of "Principles of Marketing" at Hamdar University City Campus (HIMS).
References:
Principles of Marketing, 12 th edition, Phillip Kotler & Gary Armstrong.
In this presentation, we will discuss the concept and interrelation between product and process design and product life cycle. We will also talk about key decisions required in process design and evaluation of process design.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
Setting Product Strategy
What is a Product?
Components of the Market Offering
Durability and Tangibility
Use
Consumer Goods Classification
The Product Hierarchy (using life insurance example)
Product Systems and Mixes
Product Line Analysis
Packaging , labeling warranties
Packaging Objectives
Functions of Labels
Product concept is the idea that consumer favors the products that offers the best quality performance and features and that organization should devote their energy in making continuous product improvements that articulate consumer preferences.
Product design in its broadest sense includes the whole development of the product through all the preliminary stages until actual manufacturing begins.The process focuses on figuring out what is required, brainstorming possible ideas, creating mock prototypes, and then generating the product. however, that is not the end of the process.
This presentation helps the beginner to build insight about the 2P's (Price & Product) out of the 4 Marketing P's (which are Product, Price, Place, & Promotion)
In this presentation, we will discuss the concept and interrelation between product and process design and product life cycle. We will also talk about key decisions required in process design and evaluation of process design.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
Setting Product Strategy
What is a Product?
Components of the Market Offering
Durability and Tangibility
Use
Consumer Goods Classification
The Product Hierarchy (using life insurance example)
Product Systems and Mixes
Product Line Analysis
Packaging , labeling warranties
Packaging Objectives
Functions of Labels
Product concept is the idea that consumer favors the products that offers the best quality performance and features and that organization should devote their energy in making continuous product improvements that articulate consumer preferences.
Product design in its broadest sense includes the whole development of the product through all the preliminary stages until actual manufacturing begins.The process focuses on figuring out what is required, brainstorming possible ideas, creating mock prototypes, and then generating the product. however, that is not the end of the process.
This presentation helps the beginner to build insight about the 2P's (Price & Product) out of the 4 Marketing P's (which are Product, Price, Place, & Promotion)
INTRODUCTION
In order to stay successful in the face of maturing products, companies need a continuous stream of new ideas successfully developed into new products. The way to obtain new products is to have a structured and carefully executed new product development process (NPD).
But companies face a problem: Although they must develop new products, the odds weigh heavily against success. Among thousands of products entering the process at the top, only a handful eventually reach the market. Therefore, it is of crucial importance to understand consumers, markets, and competitors in order to develop new products that deliver superior value to customers.
In other words, there is no way around a systematic, customer-driven new product development process for finding and growing new products. We will go into the eight major steps in the new product development process.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
2. 10- 2
Objectives
Understand how companies find andUnderstand how companies find and
develop new-product ideas.develop new-product ideas.
Learn the steps in the new-productLearn the steps in the new-product
development process.development process.
Know the stages of the product lifeKnow the stages of the product life
cycle.cycle.
Understand how marketingUnderstand how marketing
strategies change during thestrategies change during the
product’s life cycle.product’s life cycle.
3. 10- 3
$50 billion in$50 billion in
profits over 27profits over 27
yearsyears
Early new productEarly new product
development relieddevelopment relied
heavily on copyingheavily on copying
the competitionthe competition
$4.2 billion$4.2 billion
annually investedannually invested
in R & Din R & D
Innovation isInnovation is
critical tocritical to
Microsoft’s futureMicrosoft’s future
successsuccess
Much of R & DMuch of R & D
efforts are Internetefforts are Internet
relatedrelated
Many new productsMany new products
and services are inand services are in
developmentdevelopment
cMicrosoftMicrosoft
4. 10- 4
Definition
New Product DevelopmentNew Product Development
Development of originalDevelopment of original
products, productproducts, product
improvements, productimprovements, product
modifications, and newmodifications, and new
brands through the firm’sbrands through the firm’s
own R & D efforts.own R & D efforts.
5. 10- 5
New products can be obtained viaNew products can be obtained via
acquisition oracquisition or
development.development.
New products sufferNew products suffer
from high failure rates.from high failure rates.
Several reasonsSeveral reasons
account for failure.account for failure.
New Product
Development Strategy
6. 10- 6
Why do products fail?Why do products fail?
See if you can identify theSee if you can identify the
fatal flaw in the brandsfatal flaw in the brands
below and at right.below and at right.
Discussion Question
Buttermilk ShampooButtermilk Shampoo Fruit of the LoomFruit of the Loom
Laundry DetergentLaundry Detergent
Ben-Gay AsprinBen-Gay Asprin
8. 10- 8
New Product Development Process:New Product Development Process:
Stage 1: Idea GenerationStage 1: Idea Generation
Internal idea sources:Internal idea sources:
• R & DR & D
External idea sources:External idea sources:
• Customers,Customers,
competitors,competitors,
distributors, suppliersdistributors, suppliers
New Product
Development Strategy
10. 10- 10
To see how P&G solicits ideas from
customers, visit the Procter and
Gamble home page, click on the
Resources and Offers button, then
select the Share Your Thoughts listing.
Procter & Gamble
Using the Web to Solicit Product Ideas
Procter and Gamble
11. 10- 11
New Product
Development Strategy
New Product Development Process:New Product Development Process:
Stage 2: Idea ScreeningStage 2: Idea Screening
Product developmentProduct development
costs increase dramaticallycosts increase dramatically
in later stages.in later stages.
Ideas are evaluatedIdeas are evaluated
against criteria;against criteria;
most are eliminated.most are eliminated.
12. 10- 12
New Product Development Process:New Product Development Process:
Stage 3: Concept Development andStage 3: Concept Development and
TestingTesting
Product concepts provideProduct concepts provide
detailed versions of newdetailed versions of new
product ideas.product ideas.
Consumers evaluateConsumers evaluate
ideas in concept tests.ideas in concept tests.
New Product
Development Strategy
13. 10- 13
New Product Development Process:New Product Development Process:
Stage 4: Marketing Strategy DevelopmentStage 4: Marketing Strategy Development
Strategy statements describe:Strategy statements describe:
• The target market, product positioning, andThe target market, product positioning, and
sales, share, and profit goals for the first fewsales, share, and profit goals for the first few
years.years.
• Product price, distribution, and marketingProduct price, distribution, and marketing
budget for the first year.budget for the first year.
• Long-run sales and profit goals and theLong-run sales and profit goals and the
marketing mix strategy.marketing mix strategy.
New Product
Development Strategy
14. 10- 14
New Product Development Process:New Product Development Process:
Stage 5: Business AnalysisStage 5: Business Analysis
Sales, cost, and profitSales, cost, and profit
projectionsprojections
Stage 6: ProductStage 6: Product
DevelopmentDevelopment
Prototype developmentPrototype development
and testingand testing
New Product
Development Strategy
15. 10- 15
Daimler is currently road-testing its
prototype NECAR 5 (New Electric Car)
16. 10- 16
Sensable Video Clip
Computer modeling
is being used to aid
in product design
BusinessNow
17. 10- 17
New Product Development Process:New Product Development Process:
Stage 7: Test MarketingStage 7: Test Marketing
Standard test marketsStandard test markets
Controlled test marketsControlled test markets
Simulated test marketsSimulated test markets
Stage 8:Stage 8:
CommercializationCommercialization
New Product
Development Strategy
18. 10- 18
IRI BehaviorScan
provides an in-
market laboratory
for testing new
products and
marketing programs
IRI BehaviorScan
New Product
Development Strategy
19. 10- 19
Advantages:Advantages:
Reduces risk – capital,Reduces risk – capital,
marketing dollars,marketing dollars,
cannibalizationcannibalization
Increases efficiencyIncreases efficiency
Maintains security –Maintains security –
competitors have less timecompetitors have less time
to plan counter strategiesto plan counter strategies
Saves the company timeSaves the company time
Simulated Test Markets (STM)
In-Depth
Types of STMs:Types of STMs:
ASSESSORASSESSOR
BASESBASES
MarkeTestMarkeTest
MerwynMerwyn
And othersAnd others
20. 10- 20
Model Inputs:Model Inputs:
The market's sizeThe market's size
Copy testing resultsCopy testing results
Advertising budget for theAdvertising budget for the
test product andtest product and
competitors.competitors.
Media schedule,Media schedule,
Consumer promotion,Consumer promotion,
Trade promotion byTrade promotion by
month.month.
Simulated Test Markets (STM)
In-Depth
Model Inputs:Model Inputs:
PricePrice
The proportion ofThe proportion of
stores carrying the teststores carrying the test
product and theproduct and the
number of shelf facingsnumber of shelf facings
by month.by month.
Expected marketingExpected marketing
costs and margincosts and margin
contribution.contribution.
21. 10- 21
Do‘s & Don’ts of STMsDo‘s & Don’ts of STMs
Be a champion for yourBe a champion for your
new product--but benew product--but be
objectiveobjective
Choose the proper sample.Choose the proper sample.
Expose people to yourExpose people to your
product and its advertisingproduct and its advertising
in a way that best simulatesin a way that best simulates
the real world.the real world.
Use proven researchUse proven research
technology to forecasttechnology to forecast
market behavior and sales.market behavior and sales.
Simulated Test Markets (STM)
In-Depth
Do‘s & Don’ts of STMsDo‘s & Don’ts of STMs
Calculate different levelsCalculate different levels
of competitive response.of competitive response.
Don't estimate a level ofDon't estimate a level of
support in a simulatedsupport in a simulated
market that you would notmarket that you would not
maintain nationally.maintain nationally.
Be very careful inBe very careful in
estimating all marketingestimating all marketing
input factors—the moreinput factors—the more
you guess incorrectly, theyou guess incorrectly, the
less accurate the forecast.less accurate the forecast.
23. 10- 23
The Typical Product Life CycleThe Typical Product Life Cycle
(PLC) Has Five Stages(PLC) Has Five Stages
Product Development, Introduction,Product Development, Introduction,
Growth, Maturity, DeclineGrowth, Maturity, Decline
Not all products follow this cycle:Not all products follow this cycle:
FadsFads
StylesStyles
FashionsFashions
Product Life-Cycle
Strategies
26. 10- 26
Additional marketingAdditional marketing
investments caninvestments can
move a product backmove a product back
into the growth stage,into the growth stage,
as in the case ofas in the case of
Cracker Jack.Cracker Jack.
Product Life-Cycle
Strategies
27. 10- 27
The product life cycle concept canThe product life cycle concept can
be applied to a:be applied to a:
Product class (soft drinks)Product class (soft drinks)
Product form (diet colas)Product form (diet colas)
Brand (Diet Dr. Pepper)Brand (Diet Dr. Pepper)
Using the PLC to forecast brandUsing the PLC to forecast brand
performance or to develop marketingperformance or to develop marketing
strategies is problematicstrategies is problematic
Product Life-Cycle
Strategies
28. 10- 28
Product Life-Cycle Strategies
ProductProduct
developmentdevelopment
IntroductionIntroduction
GrowthGrowth
MaturityMaturity
DeclineDecline
Begins when theBegins when the
companycompany
develops a new-develops a new-
product ideaproduct idea
Sales are zeroSales are zero
Investment costsInvestment costs
are highare high
Profits areProfits are
negativenegative
PLC StagesPLC Stages
29. 10- 29
Product Life-Cycle Strategies
ProductProduct
developmentdevelopment
IntroductionIntroduction
GrowthGrowth
MaturityMaturity
DeclineDecline
Low salesLow sales
High cost perHigh cost per
customercustomer
acquiredacquired
Negative profitsNegative profits
Innovators areInnovators are
targetedtargeted
Little competitionLittle competition
PLC StagesPLC Stages
30. 10- 30
Product –Product – Offer a basic productOffer a basic product
Price –Price – Use cost-plus basis to setUse cost-plus basis to set
DistributionDistribution –– Build selective distributionBuild selective distribution
AdvertisingAdvertising –– Build awareness amongBuild awareness among
early adopters and dealers/resellersearly adopters and dealers/resellers
Sales PromotionSales Promotion –– Heavy expenditures toHeavy expenditures to
create trialcreate trial
Marketing Strategies:
Introduction Stage
31. 10- 31
Product Life-Cycle Strategies
ProductProduct
developmentdevelopment
IntroductionIntroduction
GrowthGrowth
MaturityMaturity
DeclineDecline
Rapidly risingRapidly rising
salessales
Average cost perAverage cost per
customercustomer
Rising profitsRising profits
Early adopters areEarly adopters are
targetedtargeted
GrowingGrowing
competitioncompetition
PLC StagesPLC Stages
32. 10- 32
Product –Product – Offer product extensions,Offer product extensions,
service, warrantyservice, warranty
Price –Price – Penetration pricingPenetration pricing
DistributionDistribution –– Build intensive distributionBuild intensive distribution
AdvertisingAdvertising –– Build awareness andBuild awareness and
interest in the mass marketinterest in the mass market
Sales PromotionSales Promotion –– Reduce expendituresReduce expenditures
to take advantage of consumer demandto take advantage of consumer demand
Marketing Strategies:
Growth Stage
33. 10- 33
Product Life-Cycle Strategies
ProductProduct
developmentdevelopment
IntroductionIntroduction
GrowthGrowth
MaturityMaturity
DeclineDecline
Sales peakSales peak
Low cost perLow cost per
customercustomer
High profitsHigh profits
Middle majorityMiddle majority
are targetedare targeted
CompetitionCompetition
begins to declinebegins to decline
PLC StagesPLC Stages
34. 10- 34
Product –Product – Diversify brand and modelsDiversify brand and models
Price –Price – Set to match or beat competitionSet to match or beat competition
DistributionDistribution –– Build more intensiveBuild more intensive
distributiondistribution
AdvertisingAdvertising –– Stress brand differencesStress brand differences
and benefitsand benefits
Sales PromotionSales Promotion –– Increase to encourageIncrease to encourage
brand switchingbrand switching
Marketing Strategies:
Maturity Stage
36. 10- 36
Product –Product – Phase out weak itemsPhase out weak items
Price –Price – Cut priceCut price
DistributionDistribution –– Use selective distribution:Use selective distribution:
phase out unprofitable outletsphase out unprofitable outlets
AdvertisingAdvertising –– Reduce to level needed toReduce to level needed to
retain hard-core loyalistsretain hard-core loyalists
Sales PromotionSales Promotion –– Reduce to minimalReduce to minimal
levellevel
Marketing Strategies:
Decline Stage
Editor's Notes
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Source: “It's Better to Fly a New Product Simulator than Crash the Real Thing,” Planning Review; Dayton; Jul/Aug 1992; Clancy, Kevin J.; Shulman, Robert S.; Volume: 20 Issue: 4 Start Page: 10
“The Future of Simulated Test Markets” http://www.acnielsenbases.com/news/news%20092002.html
http://www.synovate.com/solutions/branded_solutions/marketest/
http://www.merwyn.com/
Source: “It's Better to Fly a New Product Simulator than Crash the Real Thing,” Planning Review; Dayton; Jul/Aug 1992; Clancy, Kevin J.; Shulman, Robert S.; Volume: 20 Issue: 4 Start Page: 10
Source: “It's Better to Fly a New Product Simulator than Crash the Real Thing,” Planning Review; Dayton; Jul/Aug 1992; Clancy, Kevin J.; Shulman, Robert S.; Volume: 20 Issue: 4 Start Page: 10