LIFE CYCLE

STRATEGY
EUGENE C. BRITANICO
2032 STRATEGIC MANAGEMENT
PRODUCT LIFE CYCLE
“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.” -
Investopedia

PRODUCT LIFE CYCLE

STAGES
1. Introduction
2. Growth
3. Maturity
4. Decline

PRODUCT LIFE CYCLE

STRATEGY
“The process of strategizing ways to continuously
support and maintain a product”
- Investopedia
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THE 4 LIFE CYCLE STAGES
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Source:https://marketing-insider.eu/characteristics-of-the-product-life-cycle-stages/
trial.
 THE 4 LIFE CYCLE STAGES

Source: https://marketing-insider.eu/marketing-explained/part-iii-designing-a-customer-driven-marketing-strategy-and-mix/product-life-cycle-strategies/
 THE 4 LIFE CYCLE STAGES

Source: https://marketing-insider.eu/marketing-explained/part-iii-designing-a-customer-driven-marketing-strategy-and-mix/product-life-cycle-strategies/
 The Life Cycle Of Apple iPod

 Apple iPod was introduced in October 2001 and released November 2001

 Characterized by its advanced capabilities, simple user-interace, easy to use click-wheel control
and terrific industrial design

 Basic models were launched with a 5Gb and 10Gb memory with a price tag of $399 to $499;
1,000 - 2,000 songs; 10 hours battery life

 Marketing strategies: brand awareness campaigns, informative television ads demonstrating the
benefits and utility of the iPod, and it was marketed as a cool MP3 player
Source: https://www.superheuristics.com/product-life-cycle-ipod/
Source: https://www.lifewire.com/history-ipod-classic-original-2000732
 The Life Cycle Of Apple iPod

 iPod’s growth was mainly due to the introduction of iTunes Music Store in 2003 and progressive
improvement in the hardware and added a number of new features

 Increased storage capacity: 20Gb, 30Gb, 40 Gb (5,000; 7,500, 10,000 songs); $299, $399, $499

 New features: Windows support, touch sensitive wheel (2nd Gen), touch wheel (3rd Gen), more
rounded corners, thinner body, dock connector

 Apple launched iPod Mini, iPod Nano iPod Shuffle and iPod Touch

Source: https://www.superheuristics.com/product-life-cycle-ipod/
Source: https://www.lifewire.com/history-ipod-classic-original-2000732
 The Life Cycle Of Apple iPod

 Competitors launched their own mp3 players: Jukebox Multimedia Player (Archos), Muvo
(Creative), YP-P2 (Samsung), Zune (Microsoft)

 Marketing strategies: launching of new product, expansion of Apple Store, 60% of marketing
budget for the iPod

 Marketshare: 72.7% (2007)

Source: https://www.superheuristics.com/product-life-cycle-ipod/
Source: https://www.lifewire.com/history-ipod-classic-original-2000732
 The Life Cycle Of Apple iPod

 Global sales of 54 million units (2008)

 Introduced new features, one step ahead against competitors (introduced colour screens, video
playback feature, camera, Nike+ integration, higher battery life, seamless integration with other
Apple products (iCloud, Aplle Tv, Macbook etc)

 Competitors exited in the market

 Marketing stragtegies: product differentiation strategy, prolonoging the maturity stage or delay
the Decline Stage
Source: https://www.superheuristics.com/product-life-cycle-ipod/
Source: https://www.lifewire.com/history-ipod-classic-original-2000732
 The Life Cycle Of Apple iPod

 Declined sales: 26 million units in 2013

 Introuced the iPod Nano and iPod Touch to revive the iPod

 iPhone, introduced in 2008, affected the sale of the iPod

 Marketing stragtegies: maintained premium pricing with deep discounts by Apple

Source: https://www.superheuristics.com/product-life-cycle-ipod/
Source: https://www.lifewire.com/history-ipod-classic-original-2000732
Thank
You!