PRODUCT

PRODUCT
LIFECYCLE
LIFECYCLE
MANAGEMENT
PLM refers to the handling of a good as it moves
through the typical stages of its product life:

(PLM)
development and introduction, growth,
maturity/stability, and decline. This handling involves
both the manufacturing of the good and the
marketing of it.
 Mass Communication
Keeps Integrity of Product Maximize profitability at each
Definition through its life life cycle phase

Shortening time to Market Regulatory Compliance

Global Competition
BUSINESS DRIVERS Shorter & Complex
Product Life Cycle
FOR PLM

Product Portfolio
Maximize ROI
Management

Traceability Standardized & Secure Product

(Warranty/Quality) Definition
Spare/Parts
Management
 NEED FOR PLM PROCESS

CHALLENGES KEY IMPERATIVES ENABLERS VALUE DRIVERS

• Diminishing Innovation • Need for developing innovative • Driving greater efficiencies in

Productivity products to increase the revenue development & delivery

• Increasing demand from • Need to develop ways to reduce Leverage • Improve Time-to-Market from
emerging markets cost to deal with pricing from PLM execution to launch
pressures
• Increasing Competition
 PRODUCT LIFE CYCLE & ADOPTION ROADMAP

YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

Maturity
Decline

Progress

Initial
Demonstration

Growth and
Research Study

Stage 01 Stage 02 Stage 03 Stage 04 Stage 05

Initial Innovation Early Adopters Early Majority Adopters Late Majority Final Adopters
 PRODUCT MANAGEMENT’S ROLE
AT EVERY PHASE OF THE PRODUCT LIFECYCLE

Introduction Growth Maturity Decline

SUBJECT EXPERT GROWTH HACKER RETENTION STRATEGIST SOLUTION SEEKER

Goal: Goal: Goal: Goal:

Getting to product market fit
Focus:
Adopting rapidly to new insights
from customers and the market
Expand reach, scale, and stay
competitive
Focus:
Support more users while
accelerating growth
Sustaining market share
Focus:
Evolving value proposition while
focusing on customer satisfaction
and delight, Battling churn.
Determining best outcome
Focus:
Thinking strategically about
pivoting resurrecting current
offering, or phasing out
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