In this deck, we’ll start from the 4 Lifecycle stages of a market or product and examine our ability to timely act in terms of: • Objectives and goals • Type of action plans • Targeted customers sequencing • Sales walk • Stage indicators • Challenges

1. Product Lifecycle
Management
Well-Timed Action Plans
In Phase With Market’s Cycles

2. Inside
• Lifecycle stages [p.3-7]
• Type of action plans [p.8-9]
• Targeted customers sequencing [p.10]
• Phasing revenues and commercial talking points [p.11-12]
• Stage gate sign posting [p.3-7]
• Critical to market and constant innovation [p.14-15]
• Distribution channels ~ Price issues [p.16-17]
• Recap [p.18-20]
Consider 10’
Switch to Presenter mode

3. 1
Introduction
2
Growth
4
Decline
3
Maturity

4. Performance Level
Time Line
Introduction Growth Maturity Decline

5. [Potential
Market]
]Maximum
Market
Share]
Performance Level
Time Line
Introduction Growth Maturity Decline

6. Performance Level
Time Line
[Short-term
objective]
[Mid/Long-term
objective]
Introduction Growth Maturity Decline

7. [Potential
Market]
]Maximum
Market
Share]
Performance Level
Time Line
[Short-term
objective]
[Mid/Long-term
objective]
Introduction Growth Maturity Decline

8. 1
Introduction
2
Growth
4
Decline
3
Maturity

9. [Potential
Market]
]Maximum
Market
Share]
Performance Level
Time Line
Short-term
Long-term
Product Launch
Plan
Product Management
Plan
Business Development
Plan
N/A
Mid-term

10. Decline:
Lucrative Niche Segment
Maturity:
All Market Segments
Growth:
Core Business Segments
Introduction:
Launch Priority Segment

11. Structure of
Revenues
Time Line
Launch
Plan Recurrent Sales with
First Customers
First Sales with New
Customers
Recurrent Sales with
Existing Customers
Upselling with
Existing Customers
New Sales with
Competitors’ Customers
Sales As
Usual
With Loyal
Lifelong
CustomersTrial/first
Sales with
Selected Customers

12. Cost of
Changing
Total Cost
of Ownership
Cost of Not
Changing
Global
Value

13. Performance Level
Time Line
Introduction Growth Maturity Decline
Break-Even
Point
New business/Existing Business
Ratio
Lost Customers/New Customers
Ratio

14. • On time – On Spec – On Budget
1 Introduction
• Grow Faster Than Your Market
2 Growth
• Increase and Enhance Product Usage
3 Maturity
• Be Pragmatic
4 Decline

15. 1
Introduction
2
Growth
3
Maturity
4
Decline
Lead Generating
Communication
Product Performance
New Models
Additional Comple-
mentary Services
Redesign to Cost

16. Performance Level
Time Line
Make Purchasing Easy
More Market
Distribution Channels
Preserve Share of
Wallet Redirect on
One
Channel
Distribution
Channels
Tactics

17. 1
Introduction
2
Growth
3
Maturity
4
Decline
Balance
profitability/attractiveness
Avoid price leaks
Manage price tiering within
the range
Drop unprofitable customer
groups
Major price /!

18. Time to wr🏃p this up.
Check-out my
well-timed actions recap!

19. Lifecycle stage name Introduction Growth Maturity Decline
Type of Marketing Plan Launch Plan Product Management Plan Business Plan N/A
Targeted customers Launch priority segment Core business segments All market segments Lucrative niches
Structure of revenues Trial/First sales
Recurrent sales + first sales with new
customers
Recurrent Sales + Upselling + first
sales with competitors customers
Sales as usual with life long
customers
Commercial talking point
Cost of changing/Switching
costs
Total cost of ownership Global value Decreasing volumes
Sales wave description
Selected accounts with high
potential
Wave 1 customers + prospective customers
Current customers + Competitors
customers
N/A
Stage gate KPI Break-even point Ratio new business/existing business Ratio Lost customers/new customers No more sale/customer!
Competition to watch Incumbent New competitors Me-too / subsitutes N/A
Main marketing
objective
Gain awareness Stress differentiation/competitive advantage Maintain brand loyalty Harvest
Messaging challenge Generate interest for product
From ‘product-awareness’ to ‘product-
preference’ promotion
From ‘product-awareness’ to ‘product-
advocacy’ promotion
Reassurance
Critical to success On time, on spec, on budget Grow faster than market Increase product usage Be resilient
Innovation focus
Lead generating
communication
Product performance / new models Addtional complementary services Redesign to cost
Channels tactics Make purchasing easy
Enter new market segments/distribution
channels
Preserve share of voice/wallet Redirect on one channel
Major price /!
Balance
profitability/attractiveness
Avoid price leaks Manage price tiering within the range
Drop unprofitable customer
groups

20. Timing Is About Being
Right After Too Early
Right Before Too Late
!

21. Merci pour votre
participation.
Laurent BOBY
Cegos France
21