product life cycle management

1. MARKETING MANAGEMENT
Presented By:-
Harsha Vardhan
Lahari
Sravan Krishna
Presented to:-
Prof.Satya Sidhartha
Panda
Group - 2

2.  Definition:- “ The stages through which the individual products develop over a
period of time is known as product life cycle.”
 The product life cycle concept is derived from the fact that a given product’s
volume and revenue follow a typical pattern of four – phases cycle. This life cycle
is the representative fact of the existence of every product.
 If we plot a graph of sales volume versus time for a product, generally, the PLC
represents a bell-shaped or s-shaped curve.

3.  Introduction
 Growth
 Maturity
 Decline

6.  Rapid Skimming – Launching the new product at high price and
high promotional level.
 Slow Skimming – Launching the new product at high price and low
promotional level.
 Rapid Penetration – Launching of product at low price with heavy
promotion.
 Slow Penetration – Launching the new product at a low price and
low level of promotion.

8.  Improved product quality and add new product features and styling.
 Add new models and products of different sizes, color, shapes etc.
 Enter new market segments.
 Increase distribution coverage enter new distribution channels.
 Shifts from product awareness to product preference advertising.
 Lower prices to attract next layer of price sensitive buyers.

10. Market Modification –
 Converting non users.
 Entering new market segments.
 Win competitors customers.
 Redefine target market.
Product Modification –
 Quality improvement
 Adopting advance technology
 Product differentiation

12.  Increase the given firms investment to dominate the market or
strengthen its competitive position.
 Maintaining the given firms investment level until the uncertainties
about the industry are resolved.
 Decrease the firms investment selectively, by dropping the
unprofitable customers group, while simultaneously strengthening
the firms investment niche segments.
 Harvesting the firms investment to recover cash quickly.