产品生命周期英文版ppt课件

a small number of small process, as one’s
life, from birth, growth to maturity,
eventually decline, which is the product life
cycle phenomenon. Product life cycle is a
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Stage
1. Market introduction stage 2. Growth stage
3. Mature stage 4. Saturation and decline
stage
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Mature stage
➢ Cost are lowered as a result of production volumes increasing and experience curve effect.
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潘婷/Pantene
• 潘婷乳液修复系列
• 潘婷乳液修复去屑系列
• 潘婷丝质顺滑系列
• 潘婷丝质顺滑去屑系列
• 潘婷莹彩修护系列
• 潘婷强韧防掉发系列
• 潘婷垂顺直发系列
• 潘婷弹性卷发系列
• 潘婷乌黑莹亮系列
• CLINICARE臻致修精护品课件
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潘婷/Pantene
• 潘婷乳液修复系列
• 潘婷乳液修复去屑系列
• 潘婷丝质顺滑系列
• 潘婷丝质顺滑去屑系列
• 潘婷莹彩修护系列
• 潘婷强韧防掉发系列
• 潘婷垂顺直发系列
• 潘婷弹性卷发系列
• 潘婷乌黑莹亮系列
• CLINICARE臻致修精护品课件
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Saturation and decline stage
➢Sales volume declines or stabilizes.
competitor Stable number
s
beginning to decline
Maximize profit while defending
market share
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Product Price
Strategies
Diversity brands and models Price to match or beat competitors
➢ Sales volume peaks and market saturation is
reached.
➢ Prices tend to drop due to the competing products.
➢ Brand differentiation and feature diversification is emphasized to maintain or increase market share.
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产品生命周期曲线
生命周期曲线的特点：在产品开发期间该
产品销售额为零，公司投资不断增加；在 引进期，销售缓慢，初期通常利润偏低或 为负数；在成长期销售快速增长，利润也 显著增加；在成熟期利润在达到顶点后逐 渐走下坡路；在衰退期间产品销售量显著 衰退，利润也大幅度滑落。
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Different Stages Have Different Forms
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What is “PLC”
Product life cycle ( PLC), is the market life
of the product. When one of the products
enter the market, the sales volume and
profits will change over time, showing one of
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PCL
A product from raw materials acquisition, preparation of raw materials, manufacturing and processing, packaging, transportation, distribution, consumer use, reuse and repair, eventually recycled or disposed of as waste etc. throughout the course of the life chain .
➢ Industrial profits go down.
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The mature stage’s
characteristics
Sales
Peak sales
Marketing objectives
Costs
Low cost per customer
Profits
high profits
customers Middle majority
Distribution Build more intensive distribution
Advertising Stress brand differences and benefits
Sales
Increase to encourage brand switching
promotion
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➢Prices, profitability diminish.
➢Profit becomes more a challenge of production/distribution
effici来自百度文库ncy than
increased sales.
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Saturation and decline stage’s characteristics
process that products enter the market until
the final withdrawal from the market so far
have been through 精m品a课件rket life cycle.
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产品生命周期（product life cycle）,简称 PLC，是指产品的市场寿命。一种产品进入 市场后，它的销售量和利润都会随时间推 移而改变，呈现一个由少到多由多到少的 过程，就如同人的生命一样，由诞生、成 长到成熟，最终走向衰亡，这就是产品的 生命周期现象。所谓产品生命周期，是指 产品从进入市场开始，直到最终退出市场 为止所经历的市场生命循环过程。