Introduction-

• Characteristics-
1. Customers- Innovators.
2. Competition- Little if any.
3. Sales- Low.
4. Profits- Nill/ Negative.
5. Costs/Unit- High.
 Introductory Stage cont.-
• Marketing Implications-
Overall Marketing Strategy-Market Develop.
• Product Str.-Undifferentiated.
• Pricing Str.-Most likely high.
• Distr. Str.- Scattered.
• Promo. Str.- Category Awareness.
 GROWTH STAGE-
• Characteristics-
1. Customers- Mass Market.
2. Competition- Increasing.
3. Sales- Rapid Growth.
4. Profits- Considerable.
5. Costs/Unit- Declining.
 Growth Stage contd.-
• Marketing Implications-
Overall Mar. Strategy-Market Penetration.
• Product Str.- Improved Items.
• Pricing Str.- Lower Over Time.
• Distr. Str.- Intensive.
• Promotion Str.- Brand Preferences.
 MATURITY STAGE --
• Characteristics-
1. Customers- Mass Market.
2. Competition- Intense.
3. Sales- Slow- no annual growth.
4. Profits- Declining annually.
5. Costs/Unit- Declining annually.
 Maturity Stage contd.-
• Marketing Implications-
Overall Mar. Strategy-Defensive Positioning.
1. Product Str.-Differentiated.
2. Pricing Str.- Lowest.
3. Distr. Str.- Intensive.
4. Promotion Str.- Brand Loyal.
 DECLINE STAGE-
• Characteristics-
1. Customers- Loyal Customers.
2. Competition- Decreasing.
3. Sales- Declining.
4. Profits- Low/ None.
5. Costs/ Unit- Low.
 Decline Stage contd.-
• Marketing Implications-
Overall Mar. Str.- Efficiency or Exit.
1. Product Str.- Pruned Lined.
2. Pricing Str.- Increasing.
3. Distr. Str.- Selective.
4. Promo. Str.- Reinforcement.