ch9 Product III0

ch9 Product III0 - PRODUCT Iii C296 class 13: Chapter 9...

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1 PRODUCT Iii C296 class 13: Chapter 9 Instructor: Chen Wang Oct,25,2011
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Agenda § Product Life Cycle § Brand Development Strategies § Packaging § Midterm Results 2
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Product Life Cycle 3 fetus senior adult teenager baby
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Stages of PLC § Product development stage: Large investment Zero sales 4
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Stages of PLC § Introduction stage: Low sales High distribution and promotion expenses Negative or low profits Marketing objective is to create product awareness and trial 5
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Stages of PLC § Growth stage: Sales climb quickly Unit manufacturing costs fall Profits increase New competitors enter the market Marketing objective is to maximize market growth and market share 6
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Stages of PLC § Maturity stage: Most products are at this stage Experience a slowdown in sales growth Weaker competitors drop out Marketing objective is to evolve product to meet changing consumer needs 7
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Stages of PLC § Decline stage: Sales and profits decline Prices and promotions budgets drop Competitors withdraw from the market Marketing objective is to determine whether to maintain, harvest or drop declining products 8
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Strategies § Brand equity: The dollar amount attributed to the value of the brand, based on the intangible qualities that create that value Added value a given brand name gives to a product beyond the functional benefits provided. 9
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This note was uploaded on 12/13/2011 for the course COMM 296 taught by Professor Dasgupta during the Winter '08 term at UBC.

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ch9 Product III0 - PRODUCT Iii C296 class 13: Chapter 9...

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