Product Life Cycle Analysis: Stages, Strategies, and Application

This presentation, created by Rea Marinell Sabug, details the product life cycle, a critical concept in marketing that describes a product's journey from market introduction to decline. It outlines the four stages: introduction, growth, maturity, and decline, explaining the characteristics and strategic considerations for each. The presentation delves into introduction strategies like rapid skimming, slow skimming, rapid penetration, and slow penetration. It also explores growth strategies such as market penetration, product development, market expansion, and diversification (including horizontal, vertical, concentric, and conglomerate diversification). The maturity stage is discussed, focusing on strategies like market modification and product modification. Finally, the decline stage is addressed, including strategies to manage the product's end-of-life. Examples are provided throughout to illustrate these concepts, making it a comprehensive guide to understanding and managing a product's lifecycle. This presentation is available on Desklib, a platform for AI-powered study tools.

Product Life C
Presented By Rea Marinell S

 It is the process a commercial product goes
through from when it is first introduced into the
market until it declines or is removed from the
market.
 The life cycle has four stages - introduction,
growth, maturity and decline.
 Every product has a life cycle and time spent at
each stage differs from product to product.

4
Introduction
Product Life Cycle Stages
In this stage, the product is being released
into the market. During the introduction
stage, marketing and promotion are at a high
and the company often invests the most in
promoting the product and getting it into the
hands of consumers hoping to later cash in on
its growing popularity.

5
Introduction
Product Life Cycle Stages
Aim to:
• establish a clear brand identity
• connect with the right partners to promote
your product
• set up consumer tests, or provide samples
or trials to key target markets

Conditions:
• In case large numbers of consumers or
markets are not aware about the
product.
• Customers are ready and willing to pay
for a high price allocated to such
products.
• The level of competition is high and
therefore a firm is struggling to build
brand image and preferences.
 Launching the
product at a high
price and high
promotional level to
face competition
and establish market
share quickly.
Product Introduction Stra
1. Rapid Skimming

Product Introduction Stra
Rapid Skimming
Examples

Conditions:
 A market is aware about the firm and
products that there is no need to promote
much.
 Buyers are ready and willing to pay for a
high price of firm products.
 When the market is limited in size this
strategy can operate effectively.
 If there is no likely competition in a near
future.
 Launching the
product at a high
price and low
promotional level;
Done when no
serious competition
is expected.
Product Introduction Stra
2. Slow Skimming

Product Introduction Stra
Slow Skimming - Examples

Conditions:
 The market size must be large.
 The market is not aware about the product
introduced within the market.
 The buyers must be price sensitive, that they
are attracted with price changes even if it is
very little.
 The level of competition must be very stiff or
cut throat competition.
 The firm production costs fall within the firm
production scale.
 launching the
product at a low
price with significant
promotion.
 The aim of this
strategy is to
smooth a road to
penetrate in the
market.
Product Introduction Stra
3. Rapid Penetration