Product Life Cycle shows the stages that products go through from development to withdrawal from the market.
The company’s differentiation and positioning strategies must change as the product, market, competitors changes over time.
slide share on promotion strategy how the promotion strategy works in selling out the products and how promotion activities are necessary to sell the more products and to increase the sale as well as profit of the company
slide share on promotion strategy how the promotion strategy works in selling out the products and how promotion activities are necessary to sell the more products and to increase the sale as well as profit of the company
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.
POSITIONING
COMPONENTS OF POSITIONING
MARKET POSITIONING MAP
5 EASY STEPS FOR BRAND POSITIONING
REAL EXAMPLES OF MARKET POSITIONING MAP
TYPES OF MARKET POSITIONING
PRODUCT POSITIONING PROCESS
APPROCHAES TO POSITIONING STRATEGY
Marketing research, Role of Marketing Research and Marketing Research ProcessShashiPrabhat2
Hello, friends
This PPT includes the explanation of Marketing Research, Role of Marketing Research and Marketing Research Process or Steps of Marketing Research.
Here you will get the definition of Marketing Research according to American Marketing Association.
If you are getting any doubt, you email me at: shashiprabhat566@gmail.com
when the product is new to the market it is always difficult for it to be percieved as the good product, therefore Consumer Adoption clearly indicate which steps does conusmer take before He can adopt the product.
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.
POSITIONING
COMPONENTS OF POSITIONING
MARKET POSITIONING MAP
5 EASY STEPS FOR BRAND POSITIONING
REAL EXAMPLES OF MARKET POSITIONING MAP
TYPES OF MARKET POSITIONING
PRODUCT POSITIONING PROCESS
APPROCHAES TO POSITIONING STRATEGY
Marketing research, Role of Marketing Research and Marketing Research ProcessShashiPrabhat2
Hello, friends
This PPT includes the explanation of Marketing Research, Role of Marketing Research and Marketing Research Process or Steps of Marketing Research.
Here you will get the definition of Marketing Research according to American Marketing Association.
If you are getting any doubt, you email me at: shashiprabhat566@gmail.com
when the product is new to the market it is always difficult for it to be percieved as the good product, therefore Consumer Adoption clearly indicate which steps does conusmer take before He can adopt the product.
Product Life Cycle and PLC Strategies in Brief.pptxAdiba Anis
I found it an interesting learning topic, the of PLC of products, the strategies to be considered at its various stages by marketeers and how product finally can be tuned out.
A sales quota is a quantitative goal assigned to a sales unit relating to a particular period of time.
A sales territory represents a group of customers or markets or geographical areas
“Sales promotion are those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales”.
“Sales promotion includes marketing devices for stimulating buyer interest and product trial.”
Transportation is the operational area of logistics that
geographically moves and positions inventory. Transportation system is the physical link connecting a company with the customers, raw material suppliers, plants, ware houses and
distribution channel members. The five basic transportation modes are Rail, Highway, Water, Pipeline.
Sales forecast is about estimating future sales.
Sales forecast is an estimated unit of sales in either rupees or number of units which could be sold for a specific period of time
Better sales forecasts
Enables a company to perform better
Make more informed decisions; and
Serves as a basis for determining the short run and the long term performance of a organization
Provide inputs for expected sales for a particular company or industry
Sales organization is a part of the total organization which is given the responsibility of selling of products manufactured by a company
It is another organization within the larger organization which is given the responsibility of selling function
It involves people working together for attaining the sales objectives of the company
It is concerned with planning, organizing, leading and controlling the activities of the sales force
Sales persons follow a sequence of activities while making a sale and these may be defined as different phases followed by salesperson.
A cycle start with prospect/potential customer identification, to converting him to a customer.
The sequential order of the steps may vary across selling situations
Objectives of sales management are derived from the organizations marketing objectives.
Ultimate sales objective of an organisation is to have a decent growth in sales.
More specifically, sales management objectives can be grouped under:
Quantitative Objectives (Short-term)
Qualitative Objectives (Long-term)
Sales and Sales Management: Meaning and DefinitionAmitabh Mishra
A sale is the pinnacle activity involved in selling products/services in return for money or other compensation. It is an act of completion of a commercial activity.
Sales is everything that you do to close the sale and get a signed agreement or contract.
Targeting, Differentiation and PositioningAmitabh Mishra
Once the firm has identified its market segment opportunity , it has to decide how many and which one to target.
•“Market targeting is a process of evaluating the market segments and identify one or more market segments to serve”.
Marketing Environment by Dr. Amitabh MishraAmitabh Mishra
•“Marketing Environment includes the actors and forces that affect management’s ability to build and maintain successful relationships with target customers”.
•These factors may be-
–Controllable: which the company can control
–Non-controllable: which the company can monitor and respond.
“Marketing Mix is set of marketing tools that the firm uses to pursue its marketing objectives in the target market”
"Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market”.
Companies approach and conduct business in different ways in order to achieve their organizational goals.
•Every company can have different ideas or philosophy. For example-
•A particular company can have its idea or philosophy that if the production is done on a large scale, the cost would be less and the product would be sold automatically.
Marketing is “The management process of anticipating, identifying and satisfying customer requirements profitably” (CIM, 2001).
•According to “The American Marketing Association” -“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (AMA, 2007).
Dr
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
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Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
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Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
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The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
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How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
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Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. • Product Life Cycle shows the stages that products go
through from development to withdrawal from the
market.
• The company’s differentiation and positioning
strategies must change as the product, market,
competitors changes over time.
2
Dr. Amitabh Mishra
3. Characteristics of PLC
1. Each product may have a different life cycle.
2. PLC determines revenue earned.
3. PLC may help the firm to identify when
a product needs support, redesign, withdrawal, etc.
4. PLC may help in new product development planning.
5. PLC may help in forecasting and managing cash flow.
3
Dr. Amitabh Mishra
4. The Stages of the Product Life Cycle
Most product life cycle
curve take a bell shape
form.
Following are the stages of
a standard PLC-
1. Development
2. Introduction/Launch
3. Growth
4. Maturity
5. Saturation
6. Decline
7. Withdrawal
4
Dr. Amitabh Mishra
7. 1. The Development Stage
• The Development stage of PLC begins when the
company develops a new-product idea. This stage is
characterized by-
– Possibly large number initial ideas
– Zero sales
– High investment costs and
– Negative profits
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Dr. Amitabh Mishra
8. • The idea for New product may come from any of the
following –
1. Market research – identifies gaps in the market
2. Monitoring competitors
3. Planned research and development (R&D)
4. Luck or intuition – stumble across ideas?
5. Creative thinking – inventions, hunches?
6. Futures thinking (Ex-what will people be using/wanting/needing
5,10,20 years hence?)
8
Dr. Amitabh Mishra
11. Marketing Strategies at Introduction Stage
Product
Price
Offer a basic product
Use cost-plus
Distribution Build selective distribution
Advertising Build product awareness among early
adopters and dealers
Sales Promotion
Heavy expenditures to create trial
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Dr. Amitabh Mishra
13. 3. Growth
• The Growth stage of PLC is characterized by-
– Rapidly rising sales
– Increasing Revenues & Rising profits
– Average cost per customer
– Early adopters are targeted
– Growing competition
13
Dr. Amitabh Mishra
15. Marketing Strategies at Growth Stage
Product
Price
Offer product extensions, service,
warranty
Price to penetrate market
Distribution Build intensive distribution
Advertising Build awareness and interest in the mass
market
Sales promotion Reduce expenditures to take advantage of
consumer demand
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Dr. Amitabh Mishra
16. 4. Maturity Stage
• The Maturity stage of PLC is characterized by-
1. Sales reach peak
2. High profits
3. Cost of supporting the product declines
4. Ratio of revenue to cost high
5. Sales growth likely to be low
6. Market share may be high
7. Competition likely to be greater
16
Dr. Amitabh Mishra
18. Marketing Strategies at Maturity Stage
Marketing Objectives
Product
Price
Maximize profit while defending
market share
Diversify brand and models
Price to match or best competitors
Build more intensive distribution
Stress brand differences and benefits
Price Price to match or best competitors
Distribution
Advertising
18
Dr. Amitabh Mishra
19. 5. Saturation
• The saturation stage of PLC is characterised by-
1. Searching out new markets:
1. Linking to changing fashions
2. Seeking new or exploiting market segments
3. Linking to joint ventures – media/music, etc.
2. Developing new uses
3. Focus on adapting the product
4. Re-packaging or format
5. Improving the standard or quality
6. Developing the product range
• New entrants likely to mean market is ‘flooded’.
19
Dr. Amitabh Mishra
20. 6. Decline and Withdrawal
• The Decline and Withdrawal stage of PLC is characterized
by-
1. Declining sales
2. Low cost per customer
3. Declining profits
4. Laggards are targeted
5. Declining competition
6. Change in Fashion and Technology
20
Dr. Amitabh Mishra
22. Marketing Strategies at Decline Stage
Product
Price
Phase out weak items
Cut price
Distribution Go selective: phase out unprofitable
outlets
Advertising Reduce to level needed to retain
hard-core loyal customers
Sales Promotion
Reduce to minimal level
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Dr. Amitabh Mishra
23. PLC- Important Observations
– Not all products follow this cycle:
• Fads
• Styles
• Fashions
• Individual brands may not follow this pattern
– Sometimes a product may crash and not get to the maturity stage
• Product Life Cycle - length of time at each stage - varies
– depends on the products
– can be a few months in each stage
– or it can be years
• Generally speaking, due to the
– Competitive Environment
– Technological Environment
– The PLC is getting shorter
23
Dr. Amitabh Mishra
24. PLC Length and Shape
Sales Sales Sales
Time
Time Time
Style Fashion Fad
24
Dr. Amitabh Mishra
25. Limitations of the PLC
1. The life cycle concept applies best to product
forms rather than to classes of products or
specific brands.
2. The life cycle concept may lead marketers to think
that a product has a predetermined life, which
may produce problems in interpreting sales and
profits.
3. It is only a descriptive way of looking at the
behavior of a product and the life cycle can not
predict the behavior of a product.
25
Dr. Amitabh Mishra