Competitive dynamics

What Marketing Strategies are

“Appropriate” at each Stage of the

Product Life Cycle?

Things Worth Noting

Different Products Require Different Strategies

Products have a limited life

Profits vary at different Stages

Introduction

Growth

Maturity

Decline

Product life Cycle

STAGES

Common PLC Patterns

Style, Fashion and Fad life Cycle

Marketing Strategies: INTRODUCTION

STAGE 1

Secure Distribution in Retail Outlets

Induce Product Trial

Inform Potential Consumers

Exertion for long term Market Leadership

Financial Commitment and Asset Leverage

Persistence & Innovation

Vision for Mass Market

Marketing Strategies: GROWTH

STAGE 2

Companies using Celebrities for the advertisement of their

products, fetching more customer attention and getting

the market increasingly crowded

Marketing Strategies: MATURITY

STAGE 3

Growth Maturity

Decaying Maturity

Stable Maturity

3 Ways to Change the Course for

a Brand

Market Modification

ProductModification

Marketing ProgramModification

Marketing Strategies: DECLINE

STAGE 4

Possible Causes of Decline

Increase in Competition

Change in Customer Taste

Arrival of New Substitutes

Co-Branding & Price Flexibility

Decline Strategies to be Implemented

Re-Packaging/Re-Branding

Extend Technology

New Market Variations