2008_Product.Mgt - Product and Brand Management 1 Outline...

Info iconThis preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
1 Product and Brand  Management
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2 Outline Product Life Cycle The mature stage: Is there a way out? Can we extend the life cycle? Brand Management:   Brand Equity Brand Extensions
Background image of page 2
3 Product Life Cycle
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4 Product Life Cycle: (Based on four (simple) assertions) Products have a  limited life . (“Product” life cycle refers to  PRODUCT CLASS ) Not a “BRAND life cycle” Product sales pass through  different stages , each posing  different challenges and opportunities. Profits   rise and fall  at different stages. Products require  different marketing and other  strategies  in each stage of the life cycle.
Background image of page 4
5 Product Life Cycle Refers to a PRODUCT CLASS: One Product Class Replaces Another Sales Time (years) 1950 1960 1970 1980 1990 Transistors Integrated circuits Large-scale integrated circuits Microprocessors
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
6 Examples of Basic Product Shifts  (Signals End of the Old Life Cycle) Beta video format to VHS video to DVDs Recorded music Records (78” to 45” or 33”) CDs DVDs MP3 iTunes Film for camera (e,g., Kodak) to digital
Background image of page 6
7 Example of Older Product Category  Being Replaced by New One 2.4 m + 2.2 m (above) = 4.6 m of
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
8 Actual Life Cycles Will Vary   Sales Time (years) “Fad” Products Sales Time (years) Slow Take-off
Background image of page 8
9 Characteristics of Four Stages Introduction Growth Maturity Decline SALES Low Rapid rising Peak Declining COSTS High/Customer Average Low Lowest PROFITS Negative Rising High but  decreasing Declining CUSTOMERS Innovators Early adopters Middle  majority Laggards COMPETITIORS  None or few;  Independence Growing; Eying  each other Many;  very feisty Fewer;  stubborn MARKETING  OBJECTIVES Create  awareness and  trial Maximize  marketing share Max.  defend  share Reduce  milk  brand
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Strategies for Each Stage Introduction Growth Maturity Decline PRODUCT Basic Greater Variety;  added services Diverse brands  and models Fewer; cull  out losers PRICE Many options Penetration price Match or best  competition Cut price DISTRIBUTION Selective  distribution Intensive  Distribution More intensive 
Background image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 32

2008_Product.Mgt - Product and Brand Management 1 Outline...

This preview shows document pages 1 - 11. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online