The document discusses the product life cycle, which includes four main stages: introduction, growth, maturity, and decline. In the introduction stage, the product is new to the market and sales are low while costs are high. The growth stage sees rapidly rising sales as more customers adopt the product. In maturity, sales growth slows as the product reaches most potential customers. Finally, in decline, sales begin to fall as customers switch to newer products. The document outlines strategies for marketing and pricing in each stage of the product life cycle.
A product can be anything that can be offered to the market to satisfy a want or a need.
This article describes the Five Product Levels of Philip Kotler, including examples and a template. After reading you will understand the basics of this powerful product marketing tool. In this article you can also download a free Five Product Levels template.
A product can be anything that can be offered to the market to satisfy a want or a need.
This article describes the Five Product Levels of Philip Kotler, including examples and a template. After reading you will understand the basics of this powerful product marketing tool. In this article you can also download a free Five Product Levels template.
A Descriptive PPT about "Product Life Cycle" covering all points,stages and examples of it. Also describes the diagram properly for a good presentation.
Note: Edit and Changes you can do as per your assigned task.
the ppt contains detailed stages of product life cycle with their specific strategy requirements and examples in Indian context, limitations, uses and significance along with special cases of PLC
Similar to PRODUCT LIFE CYCLE, Marketing Management, Product mix (20)
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Modern Database Management 12th Global Edition by Hoffer solution manual.docxssuserf63bd7
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name:Solution manual for Modern Database Management 12th Global Edition by Hoffer
Edition:12th Global Edition
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ISBN:ISBN 10: 0133544613 / ISBN 13: 9780133544619
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Focusing on what leading database practitioners say are the most important aspects to database development, Modern Database Management presents sound pedagogy, and topics that are critical for the practical success of database professionals. The 12th Edition further facilitates learning with illustrations that clarify important concepts and new media resources that make some of the more challenging material more engaging. Also included are general updates and expanded material in the areas undergoing rapid change due to improved managerial practices, database design tools and methodologies, and database technology.
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2. CONTENT
• PRODUCT LIFE CYCLE
• ASSUMPTIONS
• STAGES OF PLC-
INTRODUCTION
GROWTH
MATURITY
DECLINE
• EXTENDING PRODUCT LIFE CYCLE
3. PRODUCT LIFE CYCLE
• Like human beings, products too have a life span.
• Product goes through varied stages from inception to decline.
• Death of a product refers to when it stops generating sales and
profits.
• In each stage there are distinct opportunities and problems with
respect to marketing strategy and profit potential.
• Product life cycle(PLC) deals with the life of a product in the
market with respect to business or commercial costs and sales
measures.
4.
5. PRODUCT LIFE CYCLE
• Products require different marketing, financing, manufacturing,
purchasing and personnel strategies in the different stages of
their life cycle.
• The PLC concept provides a useful framework for developing
effective marketing strategies in different stages of the Product
Life Cycle.
• “The product life cycle is an attempt to recognize distinct
stages in the sales history of the product.”
-PHILIP KOTLER
6. ASSUMPTIONS
(1) Product have a limited life and thus have a life cycle.
(2) Product sales passes through different stages,
challenges, opportunities and problem to seller.
(3) Product require different Marketing , Financing,
Manufacturing, Purchasing and Human recourses strategies
in each stages.
7. STAGES OF PLC
INTRODU
CTION
NEW
PRODUCT IS
FIRST
DISTRIBUTED
AND MADE
AVAILABLE
TO
CUSTOMER
GROWTH
PRODUCT
SALES
START
CLIMBING
QUICKLY
MATURITY
THE
PRODUCT’
S SALE
GROWTH
SLOWS OR
LEVEL OFF
DECLINE
PRODUCT’
S SALE
STARTS
DECLININ
G
8.
9. • Product conceptualized to meet consumer
needs.
• There are six parts of this stage-
-Exploration of idea
-Screening
-Business analysis
-Development
-Testing
-Commercialization
10. Sales-Low
Cost- High cost per customer
Profit - Negative
Customers -Innovators
Competitors- Few
Product- offers basic product
Object -Create product awareness and trial
Price –cost plus formula
Distribution- selective
Advertising- build product awareness
Promotion- heavy to entice product trial
11.
12. • Product is already present in the
market.
• Customers are satisfied with the
product.
• By spending money on product
development position can be captured
in the market.
GROWTH
PRODUCT
SALES
START
CLIMBING
QUICKLY
13. Sales- Rapidly rising
Cost- Average cost per unit
Profit – Rising profit
Customers –Early adopters and new
Competitors- Growing
Product- Offers extension, warranty and other services
Object –Maximize market share
Price –To Penetrate market
Distribution- Intensive
Advertising- Build product awareness and interest in market
Promotion-Moderate to take advantage of demand
14.
15. • It posses strong challenges to
marketing management.
• New models and methods are adopted
to promote sales.
• Buyers continue to grow.
• Promotional efforts may lengthen the
span of stage.(not permanent solution)
GROWTH
PRODUCT
SALES
START
CLIMBING
QUICKLY
MATURITY
THE
PRODUCT’S
SALE
GROWTH
SLOWS OR
LEVEL OFF
16. Sales- Peak
Cost- Low cost per customer
Profit - High
Customers –Middle majority
Competitors- Stable/begin to decline
Product- Diversify brand and model
Object -Maximize profits while defending market share
Price – To match or beat customer
Distribution- More intensive
Advertising- Stress brand differences and benefits
Promotion- Increase to encourage brand switching
17.
18. • Profit margin touch a low level.
• Customer start using new products.
• Reasons of decline-
-Technical advances,
-Increased completion
-Change in tastes
-Adoption of substitute products.
GROWTH
PRODUCT
SALES
START
CLIMBING
QUICKLY
MATURITY
THE
PRODUCT’S
SALE
GROWTH
SLOWS OR
LEVEL OFF
DECLINE
PRODUCT’S
SALE
STARTS
DECLINING
19. Sales- Declining
Cost- Low cost per customer
Profit - Declining
Customers - Laggards
Competitors- Declining
Product- Phase out weak items
Object -Reduce expenditures and milk the brand
Price – Cut price
Distribution- Selective: phase out unprofitable outlets
Advertising- Reduce to level needed to retain hard-core loyal customers
Promotion- Reduce to minimum level
20.
21. EXTENDING
ADVERTISING
EXPLORING AND EXPENDING TO NEW MARKET
PRICE REDUCTION
ADDING NEW FEATURES
PACKAGING
CHANGING CUSTOMER CONSUMPTION HABITS
SPECIAL PROMOTION
HEIGHTENING INTEREST