The document outlines the marketing strategies of a product throughout its lifecycle, from its introductory stage with slow sales and high promotional expenses to eventual growth and increasing competition. As demand reaches saturation, firms adapt by modifying products and marketing strategies, but may face declining demand and reduced margins in the maturity phase. Strategies for declining products include maintaining or selectively decreasing investments and linking to premium products to extend market life.

3.  The product is in its
introductory stage here, there
may not be ready market for the
product.
 Sales are slow and profits seems
a remote possibility.
 Demand has to be created and
developed; and customers have
to be promoted to try out the
product.
 Promotional expenses are
highest.
 Prices are high.
 A product is a basic product at
this stage.
 Selective distribution is
required.
 Product awareness advertising.
Strategies –
 Pricing strategies to be adopted
from the following-
 Market skimming- high pricing
 Market Penetration- Low pricing
 Proper development of the
market
 High Promotion
Examples –
 4G applications , ITC scissors
etc.

5.  Demand for the product increases
and the size of the market grows.
 Sales and Profit goes up.
 Early adopters like the product
and additional consumers buy the
product.
 Competition grows and therefore
new features and distribution
needs are to be expanded.
 Price remain high or dip slowly.
 Firm uses all the 4P’s to change its
prior marketing strategy.
Strategies –
 New additional features
 Improved quality or style
 Adds new models & flanker
products(different size, flavors
etc.) to protect the main product.
 Enters new market segment.
 Enters new distribution channels.
 Shifts from product awareness
advertising to product preference
advertising.
 Lowers price to attract new layers
of price sensitive buyers.
Examples –
 3G applications, HD in Dish TVs,
etc.

6.  Demands tends to reach
saturation point.
 Enough supply from the
competitors.
 Price competition becomes
more pronounced.
 Pioneers tries to distinguish
itself from others.
 It has three phase of its own-
 Maturity Growth Stage
 Maturity Stable Stage
 Maturity Decaying Stage
Strategies –
 Market modification.
 Product modification.
 Marketing mix modification.
 New uses of the product.
 New user segment.
 Initiate product differentiation.
 Add new product lines.
 Stimulates the non-users and
life users.
 Increase the amount of each
uses.
 Expanding distribution.
Examples –
 Horlicks, Scooty, Classmate
notebooks etc.

7.  Demand for the product shrinks.
 Advanced products becomes
available in the market.
 Market becomes pathetic for the
product.
 Prices and margins get depressed.
 Total sales and profit diminishes.
 Linking with some premium
product to stretch the life if the
declining product.
 Many firms withdraw at this stage.
 Channels of distribution are
reduced and promotional
expenses are cut.
 Products taxes not only to the cost
but also to the efforts expanded by
the firm on that particular
product.
Strategies–
 Increase in firms investment to
strengthen its competitive
position.
 Maintain the firms investment till
uncertainties dissolves.
 Decrease the investment
selectively – dropping the non-
profitable segments.
 Milk or harvest firms investment
to recover cost quickly.
 Divesting or selling off its assets as
profitably as possible.
Examples –
 Keo Karpin Hair Oil, Dettol soaps,
few cosmetics etc.