- The document discusses the stages of a product life cycle: introduction, growth, maturity, and decline. It provides details on the objectives, sales, costs, customers, competitors, and marketing strategies at each stage. - The maturity stage is characterized by peak sales and high profits as the market becomes saturated and sales flatten. Competitors are well established and the focus shifts to reducing expenses and milking brands. - The document outlines marketing strategies companies can use at different stages, such as defensive strategies in maturity or exploring new markets in decline.

5. - holds some remnants
from the last major product life cycle stage, growth
stage. Though all distributions channels are full, new
competitors may enter the market and try to
undercut in prices or rise above with value.
- is the classic feature of
the mature stage because sales completely flatten
and the market becomes completely saturated for all
competitors.

7. Stages
Introduction
Growth
Objectives
Create product
awareness and
Trial
Maximize
market share
Sales
Low Sales
Rapidly
Increasing Sales
Costs
High cost per
customer
Profits
Negative
Customer
Innovators
Competitor
Few
Maturity
Reduce expenses
Maximize
& milk brands
profits and
defend
market share
Peak Sales Declining Sales
Average cost per Low cost per
customer
customer
More Profit
Decline
High Profit
Early Adopters Early Majority
+ Late
Majority
More in number
Stable
number,
Low cost per
customer
Declining Profit
Laggards
Declining
numbers

8. Marketing
Strategies

9.  Fortress or defense position
 Flanker
 Confrontation
 Market expansion
 Contraction or strategic withdrawal

11. Durability
Reliability
Usability
Versatility
Safety

15. The marketing tools that can be
used as part of the extensive
penetration strategy include:
• Increasing the value of the
product by adding new
features or services
• Enhancing distribution coverage
through innovative networks;
• Sales promotion in the form of
couponing, tie-in sales and
sampling

16. This can be achieved through the following three methods:
Increases in the frequency of use; -providing reminder
communications, positioning for frequent or regular
use, making the use easier or more convenient, providing
incentives, reducing undesirable consequences of frequent
use.

17. Increases in the quantity
used; - providing reminder
communications,
using
incentives, affecting the usage
level
norms,
reducing
undesirable consequences of
increased use level, developing
positive associations with use
occasions.
Development of new product
uses. - using the product on
different occasions, at different
locations and for different

19. New market strategy

20. Some marketing tactics, which
can be used as part of the new
market strategy, includes:
o Line extensions especially
developed with new features
for regional or application
segments;
o Advertising and sales
promotions emphasizing
product features and
applications;
o Distribution networks that
allow access to the underserved
segments.