《mkt市场营销新产品的研发及产品生命周期》由会员分享，可在线阅读，更多相关《mkt市场营销新产品的研发及产品生命周期（14页珍藏版）》请在金锄头文库上搜索。
1、New-Product Development and Product Life-Cycle Strategies-chapter10Question:Pick a soft drink,car,fashion,food product,or electronic gadget and trace the products life cycle.Explain how you separated the stages of the products developementTimeProduct Develop- mentIntroductionProfitsSalesGrowthMaturi
2、tyDeclineLosses/ Investments ($)Sales and Profits ($)Product Life-CycleIce Cream PhoneIce Cream PhoneAs we know,Ice Cream cell phone are very popular for students in our daily life.In this picture we can see the Ice Cream LG KT350Product Life-Cycle Product Life-Cycle StrategiesStrategies2008.82008.8
3、 The company released. Its new The company released. Its new productsice cream productsice cream （LG KT350 LG KT350 ）, , THE PRICE IS 1480THE PRICE IS 1480 ￥ . .2008.11.252008.11.25 LG choosed BY2 as LG choosed BY2 as spokesman.spokesman. Intorduction StageIntorduction StageSalesCostsProfitsMarketin
4、g ObjectivesProductPriceLow sales High cost per customerNegative Create product awareness and trialOffer a basic productUse cost-plus DistributionBuild selective distributionAdvertisingBuild product awareness among early adopters and dealersIntroduction Stage of the PLCProduct Life-Cycle Product Lif
5、e-Cycle StrategiesStrategiesGrowth StageGrowth Stage2009.32009.3 This phone won warm This phone won warm praise from customers praise from customers because of its nifty because of its nifty outward appearance.And outward appearance.And the sales continuously the sales continuously ascended.ascended
6、.Growth Stage of the PLCSalesCostsProfitsMarketing ObjectivesProductPriceRapidly rising sales Average cost per customerRising profitsMaximize market share Offer product extensions, service, warranty Price to penetrate marketDistributionBuild intensive distributionAdvertisingBuild awareness and inter
7、est in the mass marketProduct Life-Cycle StrategiesProduct Life-Cycle Strategies 2009.4.112009.4.11The price is 1428The price is 1428￥ . . 2009.62009.6The price fall to 1100 The price fall to 1100 ￥ .And some sales places .And some sales places took actions to promote.took actions to promote.Maturit
8、y StageMaturity StageMaturity Stage of the PLCSalesCostsProfitsMarketing ObjectivesProductPricePeak salesLow cost per customerHigh profitsMaximize profit while defendingmarket share Diversify brand and models Price to match or best competitors DistributionBuild more intensive distributionAdvertising
9、Stress brand differences and benefitsProduct Life-Cycle Product Life-Cycle StrategiesStrategiesDecline StageDecline Stage2009.10.252009.10.25 The price descend The price descend to 900to 900￥ or so.At or so.At the same time,LG the same time,LG introducing another introducing another new productsnew
10、products Ice CreamIce Cream Decline Stage of the PLCSalesCostsProfitsMarketing ObjectivesProductPriceDeclining salesLow cost per customerDeclining profitsReduce expenditure and milk the brand Phase out weak itemsCut priceDistributionGo selective: phase out unprofitable outlets AdvertisingReduce to l
11、evel needed to retain hard-core loyal customers Strategies Orientate target customer definitely Young girls Make a good deal of propaganda Spokesman,advertising on the web,promotion avtivities. Develop new product at decline stage.The endThe endThank you for listening and watching our presentation and PPT. Prsentation: Collection of information: Organization of information: PPT prepare:
