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    Product Life Cycle

    Uploaded by

    Rishab Mehta
    The document outlines the four stages of a product's life cycle: introduction, growth, maturity, and decline. It summarizes the key marketing objectives and strategies for each stage in terms of sales, costs, profits, product, price, distribution, and advertising. During introduction, the goals are to create product awareness and trial with a basic product at cost-plus pricing and selective distribution. Growth focuses on maximizing market share by expanding the product, service, and distribution intensively. Maturity emphasizes maximizing profits while defending market share through product diversification and competitive pricing. Finally, decline reduces expenditures and phases out weak products and distribution channels to milk the remaining brand value.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Product Life Cycle

    Uploaded by

    Rishab Mehta
    184 views6 pages
    The document outlines the four stages of a product's life cycle: introduction, growth, maturity, and decline. It summarizes the key marketing objectives and strategies for each stage in terms of sales, costs, profits, product, price, distribution, and advertising. During introduction, the goals are to create product awareness and trial with a basic product at cost-plus pricing and selective distribution. Growth focuses on maximizing market share by expanding the product, service, and distribution intensively. Maturity emphasizes maximizing profits while defending market share through product diversification and competitive pricing. Finally, decline reduces expenditures and phases out weak products and distribution channels to milk the remaining brand value.

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    The document outlines the four stages of a product's life cycle: introduction, growth, maturity, and decline. It summarizes the key marketing objectives and strategies for each stage in terms of sales, costs, profits, product, price, distribution, and advertising. During introduction, the goals are to create product awareness and trial with a basic product at cost-plus pricing and selective distribution. Growth focuses on maximizing market share by expanding the product, service, and distribution intensively. Maturity emphasizes maximizing profits while defending market share through product diversification and competitive pricing. Finally, decline reduces expenditures and phases out weak products and distribution channels to milk the remaining brand value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    184 views6 pages

    Product Life Cycle

    Uploaded by

    Rishab Mehta
    The document outlines the four stages of a product's life cycle: introduction, growth, maturity, and decline. It summarizes the key marketing objectives and strategies for each stage in terms of sales, costs, profits, product, price, distribution, and advertising. During introduction, the goals are to create product awareness and trial with a basic product at cost-plus pricing and selective distribution. Growth focuses on maximizing market share by expanding the product, service, and distribution intensively. Maturity emphasizes maximizing profits while defending market share through product diversification and competitive pricing. Finally, decline reduces expenditures and phases out weak products and distribution channels to milk the remaining brand value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 6

    Product Life-Cycle Strategies

    Sales and
    Profits ($)

    Sales

    Profits

    Time
    Product Introduction Growth Maturity Decline
    Develop-
    ment

    Losses/
    Investments ($)
    Sales
    Sales Low
    Low sales
    sales
    Costs
    Costs High
    High cost
    cost per
    per customer
    customer
    Profits
    Profits Negative
    Negative
    Create
    Create product
    product awareness
    awareness
    Marketing
    Marketing Objectives
    Objectives and
    and trial
    trial
    Product
    Product Offer
    Offer aa basic
    basic product
    product
    Price
    Price Use
    Use cost-plus
    cost-plus
    Distribution
    Distribution Build
    Build selective
    selective distribution
    distribution
    Advertising Build
    Build product
    product awareness
    awareness among
    among
    Advertising early
    early adopters
    adopters and
    and dealers
    dealers
    Growth
    Growth Stage
    Stage of
    of the
    the PLC
    PLC

    Sales
    Sales Rapidly
    Rapidly rising
    rising sales
    sales
    Costs
    Costs Average
    Average cost
    cost per
    per customer
    customer
    Profits
    Profits Rising
    Rising profits
    profits
    Marketing
    Marketing Objectives
    Objectives Maximize
    Maximize market
    market share
    share
    Offer
    Offer product
    product extensions,
    extensions,
    Product
    Product service,
    service, warranty
    warranty
    Price
    Price Price
    Price to
    to penetrate
    penetrate market
    market
    Distribution
    Distribution Build
    Build intensive
    intensive distribution
    distribution
    Advertising Build
    Build awareness
    awareness and
    and interest
    interest in
    in
    Advertising the
    the mass
    mass market
    market
    Maturity
    Maturity Stage
    Stage of
    of the
    the PLC
    PLC

    Sales
    Sales Peak
    Peak sales
    sales
    Costs
    Costs Low
    Low cost
    cost per
    per customer
    customer
    Profits
    Profits High
    High profits
    profits
    Marketing Maximize
    Maximize profit
    profit while
    while defending
    defending
    Marketing Objectives
    Objectives
    market
    market share
    share
    Product
    Product Diversify
    Diversify brand
    brand and
    and models
    models
    Price
    Price to
    to match
    match oror best
    best
    Price
    Price competitors
    competitors
    Distribution
    Distribution Build
    Build more
    more intensive
    intensive distribution
    distribution
    Advertising Stress
    Stress brand
    brand differences
    differences and
    and
    Advertising benefits
    benefits
    Decline
    Decline Stage
    Stage of
    of the
    the PLC
    PLC

    Sales
    Sales Declining
    Declining sales
    sales
    Costs
    Costs Low
    Low cost
    cost per
    per customer
    customer
    Profits
    Profits Declining
    Declining profits
    profits
    Marketing Reduce
    Reduce expenditure
    expenditure and
    and milk
    milk the
    the
    Marketing Objectives
    Objectives
    brand
    brand
    Product
    Product Phase
    Phase out
    out weak
    weak items
    items
    Price
    Price Cut
    Cut price
    price
    Go
    Go selective:
    selective: phase
    phase out
    out
    Distribution
    Distribution unprofitable
    unprofitable outlets
    outlets
    Advertising
    Advertising Reduce
    Reduce to
    to level
    level needed
    needed toto retain
    retain
    hard-core
    hard-core loyal
    loyal customers
    customers

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