Tradiconalmedia interest socialmedia trial adoption

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: WHY(NEW(PRODUCTS(FAIL( •  Failure(to(define(target(market( •  Lack(of(customer(knowledge( •  Poor(product(performance( NEW(PRODUCT(FAILURES( •  New(Coke( •  Harley(Davidson(Perfume( •  Susan(B(Anthony(dollar( 7 8/24/11 PRODUCT(LIFE(CYCLE( CANNIBALIZATION(ISSUES( INTRODUCTION Products( Introducing(new(products(which(take(revenue( from(exisCng(products( ( Retail(Stores( Introducing(new(stores(which(take(revenue( from(exisCng(stores( PRODUCT(LIFE(CYCLE( GROWTH MATURITY DECLINE STAGES(OF(PRODUCT(LIFE(CYCLE( Sales( Stage Introduction Time Growth Maturity Decline ( ((Sales ( (Profits( IntroducCon ((Low ( (((((((((((NegaCve( Growth ((((((((((((Climbing ( (Rising( Maturity ((( ((Stable ( (Peaking( Decline ((((((((((((Dropping ( (Declining( ( ( ( ( ( 8 8/24/11 CHARACTERISTICS(OF(THE( INTRODUCTION(STAGE( •  NegaCve(Profits( •  Heavy(PromoCon(Cost( •  Heavy(DistribuCon(Cost( COMPANIES(USING(( ELECTRIC(VEHICLES( •  FritoELay( INTRODUCTION(STAGE( EXAMPLES( •  Smart(camera( •  Electric(vehicles( •  Astrata(theT(box( CHARACTERISTICS(OF(THE( GROWTH(STAGE( •  Increasing(Revenue( •  FedEx( •  Experience(Curve( •  Staples( •  Increasing(Profits( 9 8/24/11 GROWTH(STAGE(EXAMPLES( •  LinkedIn( ( •  Kindle( ( •  Pet(Revenue( LINKEDIN(USERS( ( ( ( ( ( ( (2003( (( (2008( (((((((((1(million( ((((((((50(million( •  Cell(Phones( U.S.(PET(REVENUE( SALES(OF(KINDLES( ( ( ( ( ( ( (2009( (( (2011( (((((((((2(million( ((((((((12(million( ( ( ( ( (2005( (( (2010( (((((((((36(Billion(( (((((((((48(Billion (( 10 8/24/11 DOG(PRODUCTS(AND(SERVICES( U.S.(CELL(PHONE(USERS( ( •  Dog(food( •  Veterinarians( •  Dog(hotels( ( ( ( (1995( (( (2010( (((((((((34(Million(( (((((((300(Million (( •  Dog(beds( CHARACTERISTICS(OF(THE( MATURITY(STAGE( •  Intense(CompeCCon( •  Maintain(PromoCon( •  Layering(Strategy( MATURE(STAGE(EXAMPLES( •  Crayola( •  Baby(carrots( •  Computers( 11 8/24/11 CONCEPT(OF(LAYERING( U.S.(ADULTS(OWNING(COMPUTERS( Sales( Type(((((((((((((((((((((2006((((((((((2011( ( Desk((((((((((((((((((((((69%(((((((((((57%( Computer( ( Laptop((((((((((((((((((30%(((((((((((56%( Computer( LAYERING(EXAMPLES( Time MOVIE(EXAMPLES(OF(LAYERING( •  Chicken(Soup(for(the(Soul( •  Shrek( •  Movies( •  Indiana(Jones( •  Dental(Services( •  Halloween( 12 8/24/11 DECLINE(STAGE(STRATEGIES( DECLINE(STAGE(EXAMPLES( •  Simplify(Product(Line( •  Post(Office( •  Minimize(PromoConal(Cost( •  Blockbuster( •  DisconCnue(Product(Line( •  Zales( •  Sears/Kmart( POST(OFFICE(MAIL( ( POTENTIAL(CHANGES(IN(( POST(OFFICE(SERVICE( •  Open(24(hour(self(service( ( (2006( (((((((((213(billion( ( (2009( (((((((((177(billion( •  Stop(home(delivery(on(Saturday( ( •  Close(small(rural(post(offices( •  Limit(choices(to(mail(packages( 13 8/24/11 BRANDING(STRATEGY( •  Product(Names( •  Major(Types(of(Branding( •  MulC...
View Full Document

Ask a homework question - tutors are online