This document provides an overview of new product development and the product life cycle. It discusses the new product development process, which includes idea generation, concept development and testing, marketing strategy development, and test marketing. It then explains the three stages of the product life cycle: introduction, maturity, and decline. For each stage, it outlines how sales, costs, profits, and marketing objectives typically change over the lifetime of the product.
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1. ASM DEGREE & PG
COLLEGE
FOR WOMEN
POWER POINT PRESENTAION
ON
PRODUCT LIFE CYCLE AND ITS
IMPLICATIONS
SUB : MARKETING MANAGEMENT
PRESENT ED
BY
S SRAVANI
M.COM (G ) 2 SEM
H.NO:22010C0002
2. Causes of New Product Failures
• Overestimation of Market Size
• Product Design Problems
• Product Incorrectly Positioned, Priced or Advertised
• Costs of Product Development
• Competitive Actions
• To create successful new products, the company
must:
– understand it’s customers, markets and competitors
– develop products that deliver superior value to customers.
3. New Product Development
Process
• Idea Generation and Screening
• Concept Development and Testing
• Marketing Strategy
• Business Analysis
• Product Development
• Test Marketing
• Commercialization
4. New Product Development Process
Step 1. Idea Generation
Systematic Search for New Product
Ideas
Internal sources
Customers
Competitors
Distributors
Suppliers
5. New Product Development Process
Step 3. Concept Development & Testing
1. Develop Product Ideas into
Alternative
Product Concepts
2. Concept Testing - Test the
Product Concepts with Groups
of Target Customers
3. Choose the Best One
6. New Product Development Process
Step 4. Marketing Strategy Development
Part Two - Short-Term:
Product’s Planned Price
Distribution
Marketing Budget
Part Three - Long-Term:
Sales & Profit Goals
Marketing Mix Strategy
Marketing Strategy Statement Formulation
Part One - Overall:
Target Market
Planned Product Positioning
Sales & Profit Goals
Market Share
7. New Product Development Process
Step 7. Test Marketing
Standard
Test Market
Full marketing campaign
in a small number of
representative cities.
Simulated
Test Market
Test in a simulated
shopping environment
to a sample of
consumers.
Controlled
Test Market
A few stores that have
agreed to carry new
products for a fee.
9. Introduction Stage of the PLC
Sales
Costs
Profits
Marketing Objectives
Product
Price
Low sales
High cost per customer
Negative
Create product awareness
and trial
Offer a basic product
Use cost-plus
Distribution Build selective distribution
Advertising Build product awareness among
early adopters and dealers
10. Maturity Stage of the PLC
Sales
Costs
Profits
Marketing Objectives
Product
Price
Peak sales
Low cost per customer
High profits
Maximize profit while defending
market share
Diversify brand and models
Price to match or best
competitors
Distribution Build more intensive distribution
Advertising Stress brand differences and
benefits
11. Decline Stage of the PLC
Sales
Costs
Profits
Marketing Objectives
Product
Price
Declining sales
Low cost per customer
Declining profits
Reduce expenditure and milk the
brand
Phase out weak items
Cut price
Distribution Go selective: phase out
unprofitable outlets
Advertising Reduce to level needed to retain
hard-core loyal customers
Editor's Notes
New Product Development Process
This CTR corresponds to Figure 9-1 on p. 275 and relates to the discussion on pp. 275-286.
Test Marketing
This CTR relates to the discussion on pp. 282-284.
The Product Life-Cycle
This CTR corresponds to Figure 9-2 on p. 288 and relates to the material on pp. 287-293.
Instructor’s Note: This CTR can be used to overview the life cycle concept. Strategies appropriate for each stage are discussed on the following CTRs.
Introduction. In this stage marketers spend heavily on promotions to inform the target market about the new product's benefits. Low or negative profits may encourage the company to price the product high to help offset expenses. companies can concentrate on skimming strategies to generate high profits now or on penetration strategies to build market share and dominant the market for larger profits once the market stabilizes.
Product Life Cycle Strategies
Maturity. In this stage the company must manage slower growth over a longer period of time. Strategic decisions made in the growth stage may limit choices now. Marketing managers must proactively seek advantage by either market modification to increase consumption, product modification to attract new users (quality, feature, and style improvements), or marketing mix modification in an attempt to improve competitive position.
Product Life-Cycle Strategies
This CTR relates to the material on pp. 292-293.
