Class 6

Principles of Marketing
Management
Product Life Cycle
Product Life Cycle
What is PLC?
The term product life cycle refers to the length of time a product is
introduced to consumers into the market until it's removed from
the shelves. The life cycle of a product is broken into four stages-
 Introduction
 Growth
 Maturity
 Decline
Product Life Cycle
Product Life Cycle
Product Life Cycle
BCG Matrix
BCG Matrix
BCG Matrix
The Boston Consulting group’s product portfolio matrix (BCG matrix)
is designed to help with long-term strategic planning, to help a business
consider growth opportunities by reviewing its portfolio of products to
decide where to invest, to discontinue or develop products. It's also
known as the Growth/Share Matrix.

BCG Matrix
High Market Growth High Market Growth

High Market Share Low Market Share
Low Market Growth Low Market Growth

High Market Share Low Market Share
BCG Matrix
BCG Matrix
Star
HIGH GROWTH, HIGH MARKET SHARE
 Stars are leaders in business.
 They require heavy investment to maintain its large market share.
 It leads to a large amount of cash consumption and cash generation.
 Attempts should be made to hold the market share otherwise the
star will become a question mark.

BCG Matrix
Question Mark
HIGH GROWTH, LOW MARKET SHARE
 Most businesses start off as question marks.
 They will absorb great amounts of cash if the market share remains
unchanged.
 Question marks have the potential to become the star.

BCG Matrix
Cash Cow
LOW GROWTH, HIGH MARKET SHARE
 They are the foundation of a company and stars of yesterday.
 They generated more cash than required.
 They extract the profit by investing as little cash as possible.
 They are located in an industry that is mature, not growing or

declining.
BCG Matrix
Dog
LOW GROWTH, LOW MARKET SHARE
 Dogs like crash traps.
 They do not have the potential to bring in much money.
 Business is situated at the declining stage.

Strategic Business Unit
What is Strategic Business Unit?
A Strategic Business Unit (SBU) is a fully independently operating
entity or unit of a business with its own vision and course. Although it
operates independently, it has to report directly to the organization's
head office about the status of their operations and performance.
Business
Structure
SBU Model
Features of SBU
 Separate business or a grouping of similar businesses, offering scope
for autonomous planning.
 It has their own set of competitors.
 Strategic Business Unit utilizes a product-market strategy.
 It is regarded as organizational units that are devoid of individual and
independent legal personality.
 It is responsible for functions like strategic planning, performance, and
profitability of the division

Promotion Strategies
Promotional Strategies
A promotion strategy is an actionable plan to influence people
about your business, generate more leads, and boost customer
engagement.
It visualizes how to perform your marketing strategy and

communication, who to target as your audience, and where and
when to execute the promotion plan.
Role of Promotion
 Creating awareness
 Getting consumers to try products
 Providing information
 Generate demand
 Keeping loyal customers
 Increasing the amount and frequency of use

Types of Promotional Strategies
 Social Media Promotion
 Contests as a Promotional Strategy
 Product Giveaways and Samples
 Customer Referral Incentive Program
 Causes and Charity
 Branded Promotional Gifts
 Customer Appreciation Events
 Exchange Offers & Discounts
 Point-of-Sale Promotion and End-Cap Marketing

End Cap Promotion
Environmental Analysis
SWOT|PEST|ETOP
Environmental Analysis |SWOT, PEST
Environmental Analysis
Environmental analysis is a strategic tool. It is a process to
identify all the external and internal elements, which can affect
the organization’s performance. The analysis entails assessing
the level of threat or opportunity the factors might present.
These evaluations are later translated into the decision-making

process. The analysis helps align strategies with the firm’s
environment.
Techniques of Environmental Analysis
 ETOP (Environmental Threat and Opportunity Profile Analysis)
 QUEST (Quick Environmental Scanning Technique Analysis)
 SWOT Analysis
 PEST Analysis
ETOP Analysis
ETOP analysis (Environmental Threat and Opportunity Profile) is the
process by which organizations monitor their relevant environment to
identify opportunities and threats affecting their business for the
purpose of taking strategic decisions.

ETOP Analysis
QUEST Analysis
QUEST is an Quick Environmental Scanning Technique, is a
scanning procedure design to assist, executer and planner to keep
side by side of change and its implications for the organizational
strategies and plans.

SWOT Analysis
SWOT analysis stands for strengths, weaknesses, opportunities
and threats analysis of a business environment. Strengths and
weaknesses are an organization’s internal factor while threats
and opportunities are considered as external factors.

SWOT Analysis
PEST Analysis
PEST technique for a firm’s environmental scanning includes
analysis of political, economic, social, and technical factors of the
environment.
P for Political factors
 Government policies
 Taxes laws and tariff
 Stability of government
 Entry mode regulations
E for Economic factors

 The inflation rate
 The interest rate
 Disposable income of buyers
 Credit accessibility
 Unemployment rates
 The monetary or fiscal policies
S for Social factors
 The cultural implications
 The gender and connected demographics
 The social lifestyles
 The domestic structures
 Educational levels
 Distribution of Wealth
T for Technological factors

 New discoveries
 Rate of technological obsolescence
 Rate of technological advances
 Innovative technological platforms
Marketing
Implementation
Marketing Implementation
 Marketing implementation is the process of turning your
marketing strategy into real-life actions: tasks and projects,
people responsible for them, and deadlines.

How to Implement Marketing plan
 Set the right expectations.
 Build the team and secure resources.
 Communicate the plan.
 Build out timeline and tasks.
 Set up a dashboard for tracking success.
 Monitor and check-in regularly.
 Be willing to adapt.
 Communicate results and celebrate success!

Marathon Set the Right Expectations
Sprint
Build the team and secure resources
Communicate the Plan
Build out timeline and tasks
Set up a dashboard for tracking success
Monitor and check-in regularly
Be willing to adapt
Communicate Results and celebrate success!
Target
Achieved
Thank You

Class 6

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Principles of Marketing

introduced to consumers into the market until it's removed from

is designed to help with long-term strategic planning, to help a business

consider growth opportunities by reviewing its portfolio of products to

decide where to invest, to discontinue or develop products. It's also

known as the Growth/Share Matrix.

High Market Growth High Market Growth

Low Market Growth Low Market Growth

 Stars are leaders in business.

 They require heavy investment to maintain its large market share.

 It leads to a large amount of cash consumption and cash generation.

 Attempts should be made to hold the market share otherwise the

star will become a question mark.

 Most businesses start off as question marks.

 Question marks have the potential to become the star.

 They are the foundation of a company and stars of yesterday.

 They generated more cash than required.

 They extract the profit by investing as little cash as possible.

 They are located in an industry that is mature, not growing or

 Dogs like crash traps.

 They do not have the potential to bring in much money.

 Business is situated at the declining stage.

for autonomous planning.

 It has their own set of competitors.

 Strategic Business Unit utilizes a product-market strategy.

 It is regarded as organizational units that are devoid of individual and

independent legal personality.

 It is responsible for functions like strategic planning, performance, and

profitability of the division

It visualizes how to perform your marketing strategy and

 Getting consumers to try products

 Keeping loyal customers

 Increasing the amount and frequency of use

 Contests as a Promotional Strategy

 Product Giveaways and Samples

 Customer Referral Incentive Program

 Causes and Charity

 Branded Promotional Gifts

 Customer Appreciation Events

 Exchange Offers & Discounts

 Point-of-Sale Promotion and End-Cap Marketing

These evaluations are later translated into the decision-making

 QUEST (Quick Environmental Scanning Technique Analysis)

process by which organizations monitor their relevant environment to

identify opportunities and threats affecting their business for the

purpose of taking strategic decisions.

scanning procedure design to assist, executer and planner to keep

side by side of change and its implications for the organizational

strategies and plans.

and threats analysis of a business environment. Strengths and

weaknesses are an organization’s internal factor while threats

and opportunities are considered as external factors.

E for Economic factors

T for Technological factors

marketing strategy into real-life actions: tasks and projects,

people responsible for them, and deadlines.

 Build the team and secure resources.

 Communicate the plan.

 Build out timeline and tasks.

 Set up a dashboard for tracking success.

 Monitor and check-in regularly.

 Communicate results and celebrate success!

Marathon Set the Right Expectations