product life cycle @ ppt doms
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Product life cycle @ ppt domsTRANSCRIPT
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Product Life Cycle
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What do these groups of products have in common?
Chequebook Typewriter Handwritten letters
E-mail Portable DVD
players Touch Screens Organic Food
Personal ComputersCredit CardsFaxes
Hybrid CarsBluerayVoice RecognitionEye scans
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Answer:
They are all in approximately the same stage in the Product Life Cycle
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What is the PLC?
based upon the biological life cycle. For example:
a seed is planted; it begins to sprout; it shoots out leaves and puts down roots as it
becomes an adult; after a long period as an adult the plant begins
to shrink and die out
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Products follow a very similar pattern, illustrated by the PLC.
The Product Life Cycle has 4 stages:
1. Introduction2. Growth3. Maturity4. Decline
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The 5th Stage
The final stage of the PLC is known as the Decision Point.
At this stage, marketers must make important decisions regarding the product’s future.
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PLCs describe the changes in consumer demand over time
No product can be in demand forever
Changes in trends, lifestyles, technology, etc
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Now in more detail…
Read pages 41 – 46 in your textbook and make detailed notes on the 5 stages of the PLC
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Problems with the PLC
In reality very few products follow such a prescriptive cycle.
The length of each stage varies enormously. The decisions of marketers can change the
stage, for example from introduction to maturity by price-cutting.
Not all products go through each stage. Some go from introduction to decline. It is not easy to tell which stage the product is in.
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What types of supply situations would match the stages in the product life cycle?
Monopoly Oligopoly Pure Competition
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Monopoly = one supplier Introduction phase Examples?
Oligopoly = a few suppliers Growth phase Examples?
Pure Competition = many suppliers Maturity phase Examples?
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Pulling it Together: The Product Life Cycle
• Sales are low to stimulate demand
• Money spent on promotion
• Sales level off
• Higher competition
• Less promotion
• More sales and competition
MonopolyMonopolistic Competition Oligopoly
Pure Competition
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Nontraditional PLCs
Fads
Trends
Niche
Seasonal
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Fads
A product, service or idea that is extremely popular for a short period of time and then becomes unpopular just as quickly
Fads are commonly novelty toys, games, songs, TV shows
Ex. Tamagachi, Pogs
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It’s possible to make or lose a lot of money on fads
Marketers will make money if they can sell a large quantity of the product and then get out of the market as the fad reaches its peak
Marketers will lose money if they enter at the wrong time or stay in too long; they may be left with a large inventory that no one wants to buy
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Trends
Trends are different from fads as they have more long-lasting effects
A trend is a massive movement towards a particular style or value
As a result, “trendy” products may take on a traditional PLC
Ex. Organic food, yoga, skinny jeans
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Niche
Niche products are those with a very short growth stage leading to a solid (but not financially spectacular) maturity stage
These products dominate a small section of the market, because they are unique and have little competition
Examples?
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Seasonal
Some product follow a cyclical life cycle, continually going through periods of high and low demand
Marketers work to create opportunities outside of the peak season
Examples?
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Recent Trends and Fads? Vampires
Twilight series The Vampire Diaries True Blood
Kids books that aren’t really kids books Harry Potter Lemony Snicket Eragon/Brsinger
Social Networking MSN High Five MySpace FaceBook Twitter
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Group ActivityIn small groups, you will receive a piece of chart paper with one of the following trends on it. You will have 2 minutes to brainstorm as many past and current trends within your category, then the papers will rotate and you’ll get the next one.
Past and Current Trends: Reality TV Medical TV Shows Boy Bands Fashion Food/Drink Hobbies/Leisure Activities