Q 4/5 Piyush Gupta IIT Kanpur

1. Competitive dynamics
What Marketing
Strategies are
“Appropriate” at
each Stage of the
Product Life Cycle?

2. Things Worth Noting
Different Products Require Different Strategies
Products have a limited life
Profits vary at different Stages

3. Introduction
Growth
Maturity
Decline
Product life Cycle
STAGES

4. Common PLC Patterns

5. Style, Fashion and Fad life Cycle

6. Marketing Strategies: INTRODUCTION
STAGE 1
Secure Distribution in Retail Outlets
Induce Product Trial
Inform Potential Consumers

7. Exertion for long term Market Leadership
Financial Commitment and Asset Leverage
Persistence & Innovation
Vision for Mass Market

8. Marketing Strategies: GROWTH
STAGE 2
Companies using Celebrities for
the advertisement of their
products, fetching more
customer attention and getting
the market increasingly
crowded

9. Marketing Strategies: MATURITY
STAGE 3
Growth Maturity
Decaying Maturity
Stable Maturity

10. 3 Ways to
Change the
Course for
a Brand
Market Modification
Product
Modification
Marketing Program
Modification

11. Marketing Strategies: DECLINE
STAGE 4
Possible Causes of
Decline
Increase in
Competition
Change in Customer
Taste
Arrival of New
Substitutes

12. Co-Branding & Price Flexibility
Decline Strategies to be Implemented
Re-Packaging/Re-Branding
Extend Technology
New Market Variations