Marketing (PLC)

1. Presentation on:
PRODUCT LIFE CYCLE
PRESENTED BY:
PRATIKSHA RAI

2. CONTENT
 MEANING OF PRODUCT LIFE CYCLE
 GRAPH OF PRODUCT LIFE CYCLE
 INTRODUCTION STAGE
 GROWTH STAGE
 MATURITY STAGE
 DECLINE STAGE
 STRATEGIES TO BE ADOPTED IN
DIFFERENT STAGES
 EXAMPLES OF PLC

3. MEANING OF PRODUCT LIFE CYCLE
“The product life-cycle is an attempt to recognize
distinct stages in the sales history of the product.”
-PHILIP KOTLER

4. GRAPH OF PRODUCT LIFE CYCLE

5. INTRODUCTION STAGE
 CHARACTERISTICS
 LOW SALES
 HIGH COST PER CUSTOMERS
 NEGATIVE PROFIT
 CUSTOMERS ARE INNOVATORS
 FEW COMPETITORS
MARKETING OBJECTIVES:
 CREATE PRODUCT AWARENESS AND TRIAL

6. GROWTH STAGE
CHARACTERISTICS
 RAPIDLY RISING SALES
 AVERAGE COST PER CUSTOMER
 RISING PROFIT
 CUSTOMERS ARE EARLY ADOPTERS
 COMPETITORS ARE GROWING IN NUMBER
MARKETING OBJECTIVES:
 MAXIMIZE MARKET SHARE

7. MATURITY STAGE
CHARACTERISTICS
 PEAK SALES
 LOW COST PER CUSTOMERS
 HIGH PROFIT
 CUSTOMERS ARE MIDDLE MAJORITY
 COMPETITIORS - STABLE NUMBER
BEGINNING TO DECLINE
MARKETING OBJECTIVES:
 MAXIMIZE PROFIT WHILE DEFENDING
MARKET SHARE

8. DECLINE STAGE

9. STRATEGIES TO BE ADOPTED IN DIFFERENT PLC
STAGES

10. EXAMPLES

11. THANK YOU