session16-mg220bba-11oct10-101011071814-phpapp02

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Unformatted text preview: > Click to edit Master subtitle style M G 220 M ar keting M anagement BBA 09 – Sec C Fall 2010 Muhammad Talha Salam, Asst. Professor [email protected] Access it online: www.slideshar e.net/talhasalam Par t 4: Building Str ong Br ands > Cover ing pr ev. session mater ial > Pr oduct L ife-Cycle M ar keting Str ategies > PLC Cr itique & M ar ket Evolution Class Pr esentation | Session 16 | M G 220 M arketing M anagement Access it online: www.slideshar e.net/talhasalam Pr oduct Lifecycle M arketing Str ategies • I ntr oduction Stage & Pioneer Advantage – Pr ofits ar e low or negative – Promotional expenditure – to – sales ratio: ver y high – Because of need to announce & establish – Being fir st is both r ewar ding and r isky – Pioneer advantage: if brand satisfies needs, strong recall – First mover advantage but segment-by-segment invasion is required • Gr owth Stage – Rapid climb in sales & New competitors enter MG 220 Marketing Management 22 M G 220 M arketing M anagement Access it online: www.slideshar e.net/talhasalam Pr oduct Lifecycle M arketing Str ategies • M atur ity – M uch longer per iod | M ost pr oducts ar e in this phase – Sale growth is generally slow – Three stages in matur ity phase: growth | stable | decaying – Strong competition star ts & competitors are finding new areas t o work in...
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This note was uploaded on 10/24/2010 for the course BIT MG335 taught by Professor Davidlever during the Three '10 term at Australian National University.

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