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Product Life Cycle and Positioning - Coggle Diagram
Product Life Cycle and Positioning
Product Positioning
Consumers view of a product or service to its competitors
Ideas
:star:
Target Market
Customer needs & wants
Demographics / psychographics
Perceived value
Product Factors
Quality (basic → premium)
Design & features
Branding & packaging
Unique Selling Proposition (USP)
Perception & Image
Brand image
Customer perception
Emotional vs functional benefits
Product Portifolio Analysis
PURPOSE: Balance risk & return Fund different market positions Support overall brand strategy
Strategic Decisions
Investment level affects positioning strength
Pricing strategy aligned with portfolio role
Product development to fill positioning gaps
Product Life Cycle (PLC)
Early stages → create clear positioning
Maturity → reposition to extend life
Decline → reposition or harvest
Product Life Cycle
The pattern of sales for a product from launch to withdrawl from the market.
Introduction
Product launched
Low sales
High promotion costs
Growth
Sales increase fast
More customers
Profits rise
Maturity / Saturation
Sales level off
Market saturated
Strong competition
Decline
Sales fall
Product becomes obsolete
Withdraw or replace product