产品生命周期PPT模板
合集下载
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
4. public awareness increases
5. competition begins to increase with a few new players in establishing market
6. increased competition leads to price decreases
Latent Limited
GROWTH
Refine the product and build brand preference
Emerging
Growing
MATURITY
Augment and differentiate the product and build brand reputation
MATURITY
1. costs are lowered as a result of production volumes increasing and experience curve effects
2. sales volume peaks and market saturation is reached
3. increase in competitors entering the market
4. prices tend to drop due to the proliferation of competing products
5. brand differentiation and feature diversification is emphasized to maintain or increase market share
LAUNCH
Marketing objective Competition Product
Price
Promotion Place (distribution)
GAIN AWARENESS
Few One Skimming or penetration
Inform, educate Limited
STRESS
PRODUCT LIFE CYCLE CURVE
GROWTH (E.G. SALES, VOLUMES)
Focus
Marketing segmentation Competition
DEVELOPMENT
LAUNCH
INTRODUCTION
Educate the market and build brand identity
INTRODUCTION
1. costs are very high 2. slow sales volumes to start 3. little or no competition 4. demand has to be created 5. customers have to be prompted
Fragmented
Fierce
TIME
DECLINE
Phase out weak models, reduce costs, and milk the
brand
Eroding
Fading
PRODUCT LIFE CYCLE CURVE
GROWTH (E.G. SALES, VOLUMES)
DEVELOPMENT
to try the product 6. makes no money at this stage
GROWTH
1. costs reduced due to economies of scale
2. sales volume increases significantly
3. profitability begins to rise
6. Industrial profits go down
DECLINE
1. costs become counteroptimal
2. sales volume decline 3. prices, profitability diminish 4. profit becomes more a
challenge of production/distribution efficiency than increased sales
profit
Reminder oriented
Maximum outlets
TIME
HARVESTING,
DELETION Reduced Best sellers
Stay profitable
Minimal promotion
Fewer outlets
PRODUCT LIFE CYCLE CURVE
INTRODUCTION
Low Very High Low or no competition Very High
Low
GROWTH
High High High High High
Байду номын сангаас
MATURITY
High Low Very High High High
TIME
DECLINE
Low Low Low Low Low
PRODUCT LIFE CYCLE CURVE
GROWTH (E.G. SALES, VOLUMES)
LAUNCH
DEVELOPMENT
INTRODUCTION
GROWTH
MATURITY
DECLINE
TIME
PRODUCT LIFE CYCLE CURVE
GROWTH (E.G. SALES, VOLUMES)
LAUNCH
DEVELOPMENT
INTRODUCTION
GROWTH
MATURITY
DECLINE
TIME
PRODUCT LIFE CYCLE CURVE
GROWTH (E.G. SALES, VOLUMES)
DEVELOPMENT
LAUNCH
Identifying Features Sales Investment Cost Competition Advertising Profit
DIFFERENTIATION
More
More versions
Gain market share, deal
Stress competitive differences
More outlets
MAINTAIN BRAND
LOYALTY Many
Full product line Defend market share,
5. competition begins to increase with a few new players in establishing market
6. increased competition leads to price decreases
Latent Limited
GROWTH
Refine the product and build brand preference
Emerging
Growing
MATURITY
Augment and differentiate the product and build brand reputation
MATURITY
1. costs are lowered as a result of production volumes increasing and experience curve effects
2. sales volume peaks and market saturation is reached
3. increase in competitors entering the market
4. prices tend to drop due to the proliferation of competing products
5. brand differentiation and feature diversification is emphasized to maintain or increase market share
LAUNCH
Marketing objective Competition Product
Price
Promotion Place (distribution)
GAIN AWARENESS
Few One Skimming or penetration
Inform, educate Limited
STRESS
PRODUCT LIFE CYCLE CURVE
GROWTH (E.G. SALES, VOLUMES)
Focus
Marketing segmentation Competition
DEVELOPMENT
LAUNCH
INTRODUCTION
Educate the market and build brand identity
INTRODUCTION
1. costs are very high 2. slow sales volumes to start 3. little or no competition 4. demand has to be created 5. customers have to be prompted
Fragmented
Fierce
TIME
DECLINE
Phase out weak models, reduce costs, and milk the
brand
Eroding
Fading
PRODUCT LIFE CYCLE CURVE
GROWTH (E.G. SALES, VOLUMES)
DEVELOPMENT
to try the product 6. makes no money at this stage
GROWTH
1. costs reduced due to economies of scale
2. sales volume increases significantly
3. profitability begins to rise
6. Industrial profits go down
DECLINE
1. costs become counteroptimal
2. sales volume decline 3. prices, profitability diminish 4. profit becomes more a
challenge of production/distribution efficiency than increased sales
profit
Reminder oriented
Maximum outlets
TIME
HARVESTING,
DELETION Reduced Best sellers
Stay profitable
Minimal promotion
Fewer outlets
PRODUCT LIFE CYCLE CURVE
INTRODUCTION
Low Very High Low or no competition Very High
Low
GROWTH
High High High High High
Байду номын сангаас
MATURITY
High Low Very High High High
TIME
DECLINE
Low Low Low Low Low
PRODUCT LIFE CYCLE CURVE
GROWTH (E.G. SALES, VOLUMES)
LAUNCH
DEVELOPMENT
INTRODUCTION
GROWTH
MATURITY
DECLINE
TIME
PRODUCT LIFE CYCLE CURVE
GROWTH (E.G. SALES, VOLUMES)
LAUNCH
DEVELOPMENT
INTRODUCTION
GROWTH
MATURITY
DECLINE
TIME
PRODUCT LIFE CYCLE CURVE
GROWTH (E.G. SALES, VOLUMES)
DEVELOPMENT
LAUNCH
Identifying Features Sales Investment Cost Competition Advertising Profit
DIFFERENTIATION
More
More versions
Gain market share, deal
Stress competitive differences
More outlets
MAINTAIN BRAND
LOYALTY Many
Full product line Defend market share,