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Product Life Cycle (Strategic Marketing Objectives (Growth (BUILD),…
Product Life Cycle
Strategic Marketing Objectives
Growth
BUILD
Maturity
HOLD
Introduction
BUILD
Decline
HARVEST / DIVERST
Strategic Focus
Growth
Market Penetration (more customers
Maturity
Protect Market Share and Innovate
Introduction
Expanding the Market (more sales)
Decline
Productivity
Branding Objectives
Growth
Preferences (over competitors)
Maturity
Brand Loyalty / Repeated Purchase
Introduction
Creating Awareness / Trial
Decline
Brand Exploitation
Price
Growth
Lower Price
Maturity
Lowest Price
Introduction
High Price
Decline
Rising Price
Distribution
Maturity
Intensive
Decline
Selective
Growth
Wider
Introduction
Patchy (Exclusive Distribution)
Promotion
Maturity
Intensive Promotion
Decline
Decrease in Promotion
Growth
Wider Promotion
Introduction
Awareness / Trial Stimulating Promotion
Products
Growth
Differentiated Functionality
Maturity
Differentiated Functionality
Introduction
Basic Functionality
Decline
Rationalised Functionality