Product Life Cycle (plc)
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Product Product Life Life Cycle Cycle (PLC) (PLC) Session 10 Subhadip Roy
Product Product Life Life Cycle Cycle Sales and Profits ($) Sales
Profits Time Product Development Losses/ Investments ($)
Introduction
Growth
Maturity
Decline
Customer Customer Adoption Adoption of of Innovation Innovation
Product Life-Cycles
Product Life-Cycles
Product Life-Cycles
Introduction Introduction Stage Stage Sales Sales
Low Low sales sales
Costs Costs
High High cost cost per per customer customer
Profits Profits Product Product
Negative Negative Create Create product product awareness awareness and and trial trial Offer Offer aa basic basic product product
Price Price
Use Use cost-plus cost-plus
Distribution Distribution
Build Build selective selective distribution distribution
Advertising Advertising
Build Build product product awareness awareness among among early early adopters adopters and and dealers dealers
Marketing Marketing Objectives Objectives
Growth Growth Stage Stage 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
Product Product Price Price
Offer Offer product product extensions, extensions, service, service, warranty warranty Price Price to to penetrate penetrate market market
Distribution Distribution
Build Build intensive intensive distribution distribution
Advertising Advertising
Build Build awareness awareness and and interest interest in in the the mass mass market market
Maturity Maturity Stage Stage Sales Sales
Peak Peak sales sales
Costs Costs
Low Low cost cost per per customer customer
Profits Profits
High High profits profits
Marketing Marketing Objectives Objectives
Maximize Maximize profit profit while while defending defending market market share share Diversify Diversify brand brand and and models models
Product Product Price Price Distribution Distribution Advertising Advertising
Price Price to to match match or or best best competitors competitors Build Build more more intensive intensive distribution distribution Stress Stress brand brand differences differences and and benefits benefits
Decline Decline Stage Stage Sales Sales
Declining Declining sales sales
Costs Costs
Low Low cost cost per per customer customer
Profits Profits
Declining Declining profits profits
Marketing Marketing Objectives Objectives
Product Product
Reduce Reduce expenditure expenditure and and milk milk the the brand brand Phase Phase out out weak weak items items
Price Price
Cut Cut price price
Distribution Distribution
Go Go selective: selective: phase phase out out unprofitable unprofitable outlets outlets Reduce Reduce to to level level needed needed to to retain retain hard-core hard-core loyal loyal customers customers
Advertising Advertising
Market Market Evolution Evolution Domestic Airlines
Thank You, Class
Product Product Life Life Cycle Cycle Sales and Profits ($) Sales
Profits Time Product Development Losses/ Investments ($)
Introduction
Growth
Maturity
Decline
Customer Customer Adoption Adoption of of Innovation Innovation
Product Life-Cycles
Product Life-Cycles
Product Life-Cycles
Introduction Introduction Stage Stage Sales Sales
Low Low sales sales
Costs Costs
High High cost cost per per customer customer
Profits Profits Product Product
Negative Negative Create Create product product awareness awareness and and trial trial Offer Offer aa basic basic product product
Price Price
Use Use cost-plus cost-plus
Distribution Distribution
Build Build selective selective distribution distribution
Advertising Advertising
Build Build product product awareness awareness among among early early adopters adopters and and dealers dealers
Marketing Marketing Objectives Objectives
Growth Growth Stage Stage 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
Product Product Price Price
Offer Offer product product extensions, extensions, service, service, warranty warranty Price Price to to penetrate penetrate market market
Distribution Distribution
Build Build intensive intensive distribution distribution
Advertising Advertising
Build Build awareness awareness and and interest interest in in the the mass mass market market
Maturity Maturity Stage Stage Sales Sales
Peak Peak sales sales
Costs Costs
Low Low cost cost per per customer customer
Profits Profits
High High profits profits
Marketing Marketing Objectives Objectives
Maximize Maximize profit profit while while defending defending market market share share Diversify Diversify brand brand and and models models
Product Product Price Price Distribution Distribution Advertising Advertising
Price Price to to match match or or best best competitors competitors Build Build more more intensive intensive distribution distribution Stress Stress brand brand differences differences and and benefits benefits
Decline Decline Stage Stage Sales Sales
Declining Declining sales sales
Costs Costs
Low Low cost cost per per customer customer
Profits Profits
Declining Declining profits profits
Marketing Marketing Objectives Objectives
Product Product
Reduce Reduce expenditure expenditure and and milk milk the the brand brand Phase Phase out out weak weak items items
Price Price
Cut Cut price price
Distribution Distribution
Go Go selective: selective: phase phase out out unprofitable unprofitable outlets outlets Reduce Reduce to to level level needed needed to to retain retain hard-core hard-core loyal loyal customers customers
Advertising Advertising
Market Market Evolution Evolution Domestic Airlines
Thank You, Class
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