11Product Life Cycle and Brand Management.pdf

Principles of Marketing
1111--11
Session 11
ProductProduct LifeLife CycleCycle andand
BrandBrand ManagementManagement
Text: Chapters 9, 8
国际商学院市场营销学系
Outline
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. ProductProduct LifeLife CycleCycle
. PackagingPackaging
. ProductProduct LineLine DecisionsDecisions
. BrandBrand andand BrandBrand
ManagementManagement
国际商学院市场营销学系
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. ProductProductProduct LifeLifeLife CycleCycleCycle
国际商学院市场营销学系
. ProductProduct LifeLife CycleCycle
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1. Product Life Cycle Model
2. Applications of the Product Life Cycle
3. Characteristics for each stage of PLC
4. Marketing Strategies for Each Stage of
PLC
5. Problems Using the PLC
国际商学院市场营销学系
1. Product Life Cycle Model
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Sales and
Profits ($)
Sales
Profits
Time
Product Introduction Growth Maturity Decline
Development
Stage
Sales and Profits Over
Losses/ the Product’s Life From
Investments ($) Inception to Demise
国际商学院市场营销学系
2. Applications of the Product Life Cycle
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The PLC applies to the following:
¾ Product class
¾ Product form
¾ Brand
¾ Style
¾ Fashion
¾ Fad
国际商学院市场营销学系
of each stage of PLC
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Stage Introduction Growth Maturity Decline
Sales Low Rapide growth Slow growth Decline
Profit Lose High Very high Decline
Investment Very high High Low Low
Cost High Reduction Low Low
Price High Getting lower Lowest Low
Cash flow High needs High needs Good Good
Consumers Innovators Mass Mass Conservatives
Competition Low Getting intensive Intensive Low
Critical function Ads. Production Marketing Finance and audit

国际商学院市场营销学系
4. Marketing Strategies for Each Stage of PLC
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Strategies Introduction Growth Maturity Decline
Product Basic Extension Diversity Less
Price High lower Lowest Cut
Distribution
Selective intensive More intensive Selective
Advertising
Awareness interest
Sales Difference Reduced
promotio