P e ppe r us ing the plc to fore cas t brand pe rform

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: s ) P roduct form (die t cola s ) Bra nd (Die t Dr. P e ppe r) Us ing the PLC to fore cas t brand pe rform ance o r to de ve lop m arke ting s trate gie s is proble m atic p roble Product Life-Cycle Strategies P LC S tag e s PLC • P roduct Product de ve lopm e nt de • Introduction • Growth • Maturity • De cline • Be gins whe n the Be c ompa ny de ve lops a ne w-product ide a ne • S a le s a re ze ro • Inve s tme nt cos ts Inve a re high • P rofits a re ne ga tive Product Life-Cycle Strategies P LC S tag e s PLC • P roduct Product de ve lopm e nt de • Introduction • Growth • Maturity • De cline • Low s a le s • High cos t pe r High cus tome r a cquire d c us • Ne ga tive profits • Innova tors a re Innova ta rge te d ta • Little compe tition Marketing Strategies: Introduction Stage • • • • Product – O ffe r a ba s ic product Price – Us e cos t-plus ba s is to s e t Us Dis tribution – Build s e le ctive dis tribution Adve rtis ing – Build a wa re ne s s a mong e a rly a dopte rs a nd de a le rs /re s e lle rs • S ale s Prom otion – He a vy e xpe nditure s to cre a te tria l to Product Life-Cycle Strategies P LC S tag e s PLC • P roduct Product de ve lopm e nt de • Introduction • Growth • Maturity • De cline • Ra pidly ris ing s a le s • Ave ra ge cos t pe r Ave cus tome r c us • Ris ing profits • E a rly a dopte rs a re Ea ta rge te d ta • Growing compe tition Marketing Strategies: Growth Stage • Product – O ffe r product e xte ns ions ,...
View Full Document

Ask a homework question - tutors are online