PRODUCT LIFE CYCLE

1. PRODUCT LIFE CYCLE

2. PRODUCT
 A product is any item or service you sell to serve a
customer’s need or want.
A product can be physical or virtual.

3. PHYSICAL
PRODUCT
DURABLE
PRODUCT
NON DURABLE
PRODUCT

4. VIRTUAL PRODUCTS
• Offerings of services or experiences.

5. LIFE CYCLE
The life cycle of something such as
an idea, product, or organization is the series
of developments that take place in it from its
beginning until the end of its usefulness.

6. PRODUCT LIFE CYCLE
The term product life cycle refers to the length of
time a product is introduced to consumers into the
market until it's removed from the shelves.
 The life cycle of a product is broken into four stages :
INTRODUCTION
STAGE
GROWTH STAGE
MATURITY
STAGE
DECLINE STAGE

7. Y AXIS
X AXIS

8. INTRODUCTION STAGE
• It is the 1st stage, wherein the product is
launched in the market with full scale production
& marketing programme.
• In this stage sales grow at a very lower rate
because it is not an effective demand.

9. MARKETING MIX ELEMENTS
Product - Branding and quality level is established, and
intellectual property protection such as patents and
trademarks are obtained.
Pricing – It may be low (penetration pricing) to build
market share rapidly, or high (skim pricing) to recover
development costs.
Place – Distribution is selective until consumers show
acceptance of the product.
Promotion – It is aimed at innovators and early adopters.
Marketing communications seeks to build product
awareness and to educate potential consumers about the
product.

10. GROWTHSTAGE
• Once the market has accepted the product, sales
begin to rise & product enter its 2nd stage.
• The product achieves considerable & widespread
approval in the market. The sales & profits
increases at an accelerated rate.

11. MARKETINGMIX ELEMENTS
Product quality is maintained and additional
features and support services may be added.
Pricing is maintained as the firm enjoys increasing
demand and competition begins to increase.
Place – distribution channels are added as demand
increases and customers accept the product.
Promotion is aimed at a broader audience.

12. MATURITY STAGE
• Market becomes saturated because the household
demand is satisfied & distribution channels are full.
The product has to face keen competition which
brings pressure on prices. Though the sales of the
product rise but at a lower rate. Profit margin however
decline due to keen competition.

13. MARKETINGMIX ELEMENTS
Product features are enhanced to differentiate the
product from that of competitors.
Pricing may be lower because of the new
competition.
Place – distribution becomes more intensive and
incentives may be offered to encourage preference
over competing products.
Promotion emphasizes product differentiation.

14. DECLINE STAGE
This is the final stage, sooner or later actual
sales begin to fall under the impact of new
product competition & changing consumer
behavior. The sales & profits fall down
sharply & the promotional expenditure has
to be cut down drastically.

15. MARKETING MIX ELEMENTS
PRODUCT Maintain the product, possibly by rejuvenating
it by adding new features and finding new uses.
PRICE Harvest the product – reduce the costs and
continue to offer it.
In this the company tries to target its loyal customers and
give them many offers .

16. EXAMPLE OF PRODUCT LIFE CYCLE
THE EXAMPLE OF TODAYS PRODUCT LIFE CYCLE IS
BASED ON ONE OF THE RECENT CONTROVERSIES IN
WHICH THE LEADING MARKET COMPANY
WHATSAPP RECENTLY SAW A HUGE GROUP OF ITS
USERS JUMP SHIP FOR RIVAL PLATFORMS.
WE ARE GOING TO DISCUSS THE VARIOUS PLAYERS
IN THE GLOBAL MOBILE MESSENGER WHICH ARE IN
DIFFERENT STAGES OF PRODUCT LIFE CYCLE
INCLUDING WHATSAPP.

17. INTRODUCTIONSTAGE
SANDES
 Sandes, (previously named Government Instant Messaging
System (GIMS)), is an Indian freeware cross-platform instant
messaging (IM) and Voice over IP (VoIP) service developed by
the Government of India as an alternative to WhatsApp. The
Sandes application works on both Android and iOS platforms.
Also accessible via Sandes web portal.
 It was launched for general public in February 2021.
 This app is said to be in introduction stage of product life cycle.

18. GROWTHSTAGE
TELEGRAM
Telegram is a freeware, cross-platform, cloud-based instant
messaging (IM) software and application service.
INTRODUCTION : It was initially launched for iOS on august
2013 and for android in October 2013.
GROWTH : In January 2021, Telegram surpassed 500 million
monthly active users. It was the most downloaded app worldwide
in January 2021. Telegram took a boom from 2019 to current i.e.
2021 and is still in its growth stage.

19. Introduction
stage
Growth stage

20. MATURITY STAGE
WHATSAPP
WhatsApp messenger , or simply WhatsApp, is an American freeware, cross-
platform centralized messaging and voice-over-IP (VoIP) service owned by
Facebook, Inc.
 INTRODUCTION : It was launched in February 2009.
 GROWTH : In Feb. 2014 Facebook saw a potential threat in WhatsApp and
therefore it acquired it and at that time WhatsApp was at its growing stage.
 MATURITY : Now with becoming the lead in global mobile messenger
WhatsApp enters its maturity stage. Not only this, WhatsApp is also coming
up with new product offerings like WhatsApp payment , WhatsApp business,
WhatsApp Web etc. to compete with other apps in the market.

22. DECLINE STAGE
ORKUT
Orkut was a social networking service owned and operated
by Google in its later years.
 INTRODUCTION : Google launched Orkut in January 2004, a
month before Facebook was launched.
 GROWTH : It also came at an important time in India’s economic
story, when the digital population was growing, initially in urban
India The India story for Orkut was only getting stronger, when in
2007, Google recognized its potential, and rolled out the site in six
Indian languages—Hindi, Bengali, Marathi, Tamil, Kannada and
Telugu.

23. MATURITY Declared 2nd largest social networking site
after My space Launch of Google+, it enters maturity
stage. Orkut tries to innovate and add multiple new
features like apps and games but failed and FB took over
User base of Orkut around 66M.
DECLINE After losing the user base from 2010 Orkut
enters its decline stage. On June 30, 2014, Google
announced it would be closing Orkut on September 30,
2014.

24. Introduction
stage
Growth stage
Decline
stage
Maturity stage

25. THANK YOU
PRESENTATION TOPIC : PRODUCT LIFE CYCLE
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