MARKETING

MANAGEMENT (MMKM)

PRESENTED BY :
CHANDAN KHARWAR – IMB2021015
INDIAN INSTITUTE OF INFORMATION
TECHNOLOGY ALLAHABAD
PRODUCT LIFE CYCLE
 PRODUCT LIFE
CYCLE
INTRODUCTION :-

All product have certain length of life during which day pass
through certain identify stage. The product life cycle is
contractual representation ok product ageing process .

• According to Philip kotler-

The product life cycle is an attempt to recognize the distinct stage in

sales history of the product.

• According to William j Stanton

The product lifecycle contact is the explanation of product from its

birth to death as a product exist in different stage and in different
competitive environment.
PRODUCT LIFE CYCLE STAGE
 INTRODUCTION STAGE
▪ It is the first stage where in the product is launched
in the market with full scale production and
marketing programme . The product is a new one it
means a product that open up an call New Market
replace an existing product or significant broaden
the market for an existing product.
Characteristics of introduction stage

Characteristics of introduction stage:-

▪ low and slow sale Sale Low
Costs High cost per customer
▪ High product price
Profits Negative
▪ Heavy promotion expense
Marketing objectives Create production
▪ Lack of knowledge awareness and trial
▪ Low profit Product Offer a basic product
▪ Narrow product lines Price Use cost plus formula
▪ Example:- Powermat , Apple magic Distribution Build selective
mouse ,The fizz distribution
Promotion Heavy to entice product
trial
GROWTH STAGE
▪ Once the market has accepted the product sales
begin to rise and product enter its second stage .
The product achieved considerable and
widespread approval in the market the sale and
product increased at the accelerated rate.
Characteristics of growth stage
▪ Rapid increase in sales
▪ Product improvements
▪ Increase in competition
▪ Increase in profits
▪ Reduction in price
▪ Strengthening the distribution channel
▪ Example:- iPhone, Smart car ,Hybrid SUV
 MATURITY STAGE
▪ Market become saturated because the household demand is
satisfied and distribution channel are full. The product has to
face skin competition which bring pressure on prices.

Characteristics of maturity stage

▪ Sales increase at decreasing rate
▪ Normal promotional expenses
▪ Uniform and lower prices
▪ Product modifications
▪ Dealer support
▪ Profit margin decreases
▪ Example:- DVD players ,MP3players ,Personal computers
DECLINE STAGE

This is the final stage sooner or later actual sales begin

to fall under the impact of new product
competition and changing consumer behavior.

Characteristics of decline stage

▪ Rapid decrease in sale
▪ Further decreasing price
▪ No promotional expenses
▪ Suspension of product work
▪ Example:- Check Books ,VCR players ,Typewriters