サインイン

The Product Life Cycle (PLC) curve is a powerful tool marketers use to manage a product's life and make strategic decisions. It has four stages:

  1. Introduction: This is when the product is launched in the market after development and testing. Marketing strategies at this stage often involve awareness creation through publicity and advertising, and pricing either through cost-plus for niche products or penetration pricing to gain market share.
  2. Growth: The product gains acceptance, sales rise rapidly, and competition grows. Marketers focus on brand preference and increasing market share, which is achieved through product enhancements, competitive pricing, and extensive distribution.
  3. Maturity: Sales growth decreases as the product saturates the market. Marketing strategies here aim to maintain market share and extend product life; this could include product modifications, diversification, price reductions, and reminder advertisements.
  4. Decline: The product's sales fall. Depending on the situation, marketers may discontinue the product, sell it, or rejuvenate it by adding new features or exploring new markets.

Understanding the PLC helps businesses anticipate changes in the market, adapt their marketing strategies, and make informed decisions about product portfolio management. Marketers can gain competitive insights by comparing their product's PLC with competitors.

タグ

Product LifecycleProduct Life CyclePLCIntroduction StageGrowth StageMaturity StageDecline StageMarketing StrategiesProduct ManagementCompetitive InsightsPortfolio Management

章から 5:

article

Now Playing

5.18 : Product Lifecycle and Relevant Strategies

Creating Customer Value: Product to Experience

516 閲覧数

article

5.1 : Products, Services, and Experiences

Creating Customer Value: Product to Experience

771 閲覧数

article

5.2 : Levels of a Product

Creating Customer Value: Product to Experience

770 閲覧数

article

5.3 : Types of Products

Creating Customer Value: Product to Experience

267 閲覧数

article

5.4 : Marketing Considerations for Consumer Products

Creating Customer Value: Product to Experience

247 閲覧数

article

5.5 : Individual Product and Service Decisions

Creating Customer Value: Product to Experience

334 閲覧数

article

5.6 : Product Line Decisions

Creating Customer Value: Product to Experience

892 閲覧数

article

5.7 : Product Mix Decisions

Creating Customer Value: Product to Experience

268 閲覧数

article

5.8 : Branding I

Creating Customer Value: Product to Experience

503 閲覧数

article

5.9 : Branding II

Creating Customer Value: Product to Experience

207 閲覧数

article

5.10 : Branding Strategies

Creating Customer Value: Product to Experience

235 閲覧数

article

5.11 : Packaging and Labeling

Creating Customer Value: Product to Experience

217 閲覧数

article

5.12 : Services Marketing I

Creating Customer Value: Product to Experience

293 閲覧数

article

5.13 : Services Marketing II

Creating Customer Value: Product to Experience

154 閲覧数

article

5.14 : New Product Development - Need

Creating Customer Value: Product to Experience

361 閲覧数

See More

JoVE Logo

個人情報保護方針

利用規約

一般データ保護規則

研究

教育

JoVEについて

Copyright © 2023 MyJoVE Corporation. All rights reserved