MARKETING: PR
ODUCT
LIFE CYCLE
C H A P T E R 9
Sale
s and
Pro
fits
Time
Introduction
Product Life Cycle
Home electricity generation
Tablet computers
Introduction phase
Sunforce Products 600 Watt Land WindTurbine Power Generator
Sale
s and
Pro
fits
Time
Growth
Product Life Cycle
Home electricity generation
Tablet computers
Tablet computers
iPad2
Sale
s and
Pro
fits
Time
Maturity
Product Life Cycle
Home electricity generation
Tablet computers
Products in the Maturity Stage
Apollo 2011 Summit mountain bike
Mobile Telephones
Sale
s and
Pro
fits
Decline
Time
Industry Sales
Industry Profits
Product Life Cycle
Tablet computers
Home electricity generation
Decline phase product categories
Finding New Uses for Bounce Fabric Softener
Bounce
Line Extension
Developing a product that is closely related to one or more products in an existing line.
Line Extensions
Kellogg’s
Original B
lade
1903 1910 1930
Blue BladeThin Blade
1960 1990
Super B
lue BladeSe
nsorGillett Razor Blades
Product Modification
Changing one or more characteristics of a firm’s product and removing the original product from the line.
• Quality• Functional• Aesthetic
Packaging in need of modification
• Sears Hairdryer• Dial Soap• Christmas lights• Package of nuts• Swedish chainsaw
“Do not use while sleeping.”
“Use like regular soap.”
“For indoor and outdoor use only.”
“Instructions: open packet, eat nuts.”
“Do not attempt to stop chain with your hands or genitals.”
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