Product life cycle is the journey of a product from the stage of introduction to the eventual decline and obsolescence of the product.

1. Marketing
Management
PRODUCT LIFE CYCLE

2. “Marketing is a race without a finishing line”
“Marketing is not the art of finding clever ways to dispose of
what you make. It is the art of creating genuine customer
value.”

3. Definition
 Product life-cycle management (PLM) is the succession of
strategies by business management as a product goes
through its life cycle.
Introduction
Growth
Maturity
Decline

4. SIGNIFICANCE
 Forecasting Tool
 Planning Tool
 Control Tool
 Marketing Programme
 Estimation of Profits
 Development of New Product

5. Factors Affecting PLC
 Rate Of Technical Change
 Rate Of Market Acceptance
 Ease of Competition Entry
 Risk Bearing Capacity
 Economic and Managerial Forces
 Protection by Patent
 Personnel Strategy
 Business Reputation

6. Characteristics : INTRODUCTORY STAGE
 Less or no competition
 Relatively higher prices
 Less market penetration
 Low sales volume
 Lack of knowledge
 Difficulty in availability of the
product
 High costs

7. Characteristics : GROWTH STAGE
 Costs reduced due to economies of scale
 Sales volume increases significantly
 Profitability begins to rise
 Public awareness increases
 Innovation attracts new competitors
 Increased competition leads to price decrease

8. Characteristics : MATURITY STAGE
 Sales volume peaks and
market saturation is
reached
 Dense Competition
 Competitive pricing policy
 Brand differentiation and
feature diversification

9. Characteristics : DECLINE STAGE
 Obsolescence of the product.
 Sales volume decline
 Prices, profitability diminish
 Change in consumer
behavior

12. Strategies : INTRODUCTORY STAGE
 Use of Informative Advertisements
 Attractive Gifts to Customers
 Selective Distribution
 Attractive Dealer Discounts
 Higher Price

13. Strategies : GROWTH STAGE
 Excessive Advertisements
 New Versions (product diversification)
 Channels of Distribution Strengthened
 Brand Image
 Competitive Pricing
 Greater Customer Service

14. Strategies : MATURITY STAGE
 Product Differentiation
 Extension of Warranty
Period
 New Markets
 Heavy Discounts

15. Strategies : DECLINE STAGE
 New Packaging
 Innovation in the Product
 Cost Effective Marketing
 New Features

16. END OF PRESENTATION