Product Life Cycle And Marketing Strategies Pdf

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product life cycle and marketing strategies pdf

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When a product enters the market, often unbeknownst to the consumer, it has a life cycle that carries it from being new and useful to eventually being retired out of circulation in the market. This process happens continually - taking products from their beginning introduction stages all the way through their decline and eventual retirement.

Most alert and thoughtful senior marketing executives are by now familiar with the concept of the product life cycle. Even a handful of uniquely cosmopolitan and up-to-date corporate presidents have familiarized themselves with this tantalizing concept. Yet a recent survey I took of such executives found none who used the concept in any strategic way […]. Yet a recent survey I took of such executives found none who used the concept in any strategic way whatever, and pitifully few who used it in any kind of tactical way.

Product life cycle

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Full Name Comment goes here. Are you sure you want to Yes No. Jaya Ntu. Show More. No Downloads. Views Total views. Actions Shares. No notes for slide. KARAD 2. Why a product life cycle? Products have a limited life. Products sales pass through distinct stages, each posing different challenges, opportunities and problems to the seller. Profits rise and fall at different stages of the product life cycle. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life — cycle stages.

The five stages of each product lifecycle are product development, introduction, growth, maturity and decline. Three special categories of PLC Continued…A Style is a basic and distinctive mode of expression appearing in a field of human endeavor. Styles appear in homes, clothing, art etc. A Fashion is a currently accepted or popular style in a given field. Fashion pass through four stages: Distinctiveness, emulation, mass fashion, decline.

Fads are fashions that comes quickly into public view , are adopted with great zeal, peak early, and decline very fast. Marketing strategies for Growth stageDuring the growth stage, the firm uses several strategies to sustain rapid market growth.

Marketing strategies for Maturity stageThree potentially useful ways to change the course for a brand are market, product, and marketing program modification. Expand the no. Increase the usage rate among users Have consumers use the product on more occasions.

Have consumers use more of the product on each occasion Have consumers use the product in new ways. Eg; New car models, New Coke You just clipped your first slide! Clipping is a handy way to collect important slides you want to go back to later.

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What is Product Life Cycle?

Product passes through four stages of its life cycle. Every stage poses different opportunities and challenges to the marketer. Each of stages demands the unique or distinguished set of marketing strategies. A marketer should watch on its sales and market situations to identify the stage in which the product is passing through, and accordingly, he should design appropriate marketing strategies. Here, strategy basically involves four elements — product, price, promotion, and distribution. By appropriate combination of these four elements, the strategy can be formulated for each stage of the PLC.


Hofer (, p. ) argues that "the most fundamental variable in determining an appropriate business strategy is the stage of the product life cycle." Likewise.


Product maturity and marketing strategy

Every product goes through the various life cycle phases of introduction, growth, maturity and decline. It proceeds through multiple phases, involves many professional disciplines and requires a multitude of skills, tools and processes. The product life cycle begins with the introduction stage see. Just because a product successfully completes the launch stage and starts its life cycle, the company cannot take its success for granted.

How Would the Marketing Mix Change at Different Stages of the Product Life Cycle?

A product life cycle is the typical stages a product goes through during its lifetime.

What Is the Product Life Cycle? Stages and Examples

The product life cycle contains four distinct stages: introduction, growth, maturity and decline. Each stage is associated with changes in the product's marketing position. You can use various marketing strategies in each stage to try to prolong the life cycle of your products. You could also try to limit the product or service to a specific type of consumer - being selective can boost demand.

The product life cycle PLC identifies and explains the stages that a product may go through from the moment it is launched on to the market to the moment it is withdrawn. Knowledge of the PLC can help identify important marketing environmental factors that managers should be aware of before they decide upon the most effective marketing effort. There are many factors affecting the life-cycle of a product.

Suggests that frequent review of product sales performance is essential to the planning and control process. Investigates those products which have reached maturity or saturation stage of their product life cycle and reviews these in order to decide on their future product strategy. Evaluates the policy options available to management. Mason, R. Report bugs here. Please share your general feedback. You can join in the discussion by joining the community or logging in here.


Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life-cycle stage. produCt lIFe CYCleS. Most.


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4 Comments

  1. Marta C. 16.04.2021 at 00:25

    A company's positioning and differentiation strategy must change as the product, market and competitors change over the product life cycle(PLC).In this stage of.

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  4. Ronda C. 24.04.2021 at 18:29

    this on the Product life cycle (PLC) phases to advance successfully in market competition. Managers need to formulate a marketing strategy that generates a.