对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 11 Product Life Cycle and Brand Management

Principles of Marketing 11-1 Session 11 Product Life Cycle and Brand Management Text:Chapters 9,8 制计价蜀易大孝 国际商学院市场营销学系

Principles of Marketing Product Life Cycle and Product Life Cycle and Brand Management Brand Management Session 11 11 － 1 11 － 1 Text: Chapters 9, 8

Outline 11-2 I.Product Life Cycle II.Packaging III.Product Line Decisions IV.Brand and Brand Management 国际商学院市场营销学系

11－1 11－1 11－2 11－2 Outline I. Product Life Cycle I. Product Life Cycle II. Packaging II. Packaging III. Product Line Decisions III. Product Line Decisions IV. Brand and Brand IV. Brand and Brand Management Management

I.Product Life Cycle 11-3 1.Product Life Cycle Model 2.Applications of the Product Life Cycle 3.Characteristics for each stage of PLC 4.Marketing Strategies for Each Stage of PLC 5.Problems Using the PLC 制卧经价蜀易大考 国际商学院市场营销学系

I. Product Life Cycle I. Product Life Cycle 1. Product Life Cycle Model 2. Applications of the Product Life Cycle 3. Characteristics for each stage of PLC 4. Marketing Strategies for Each Stage of PLC 5. Problems Using the PLC 11 － 3 11 － 3

1.Product Life Cycle Model 11-4 Sales and Profits ($ Sales Profits Time→ Product Introduction Growth Maturity Decline Development Stage Sales and Profits Over Losses/ the Product's Life From Investments($) Inception to Demise 制卧价策易大考 国际商学院市场营销学系

1. Product Life Cycle Model Time Product Development Stage Introduction Profits Sales Growth Maturity Decline Losses/ Investments ($) Sales and Profits ($) Sales and Profits Over the Product’s Life From Inception to Demise 11 － 4 11 － 4

11-5 2.Applications of the Product Life Cycle The PLC applies to the following: Product class Product form Brand > >Style Fashion >Fad 制计价蜀易大孝 国际商学院市场营销学系

2. Applications of the Product Life Cycle The PLC applies to the following: ¾ Product class ¾ Product form ¾ Brand ¾ Style ¾ Fashion ¾ Fad 11 － 5 11 － 5

11-6 3.Characteristics of each stage of PLC Stage Introduction Growth Maturity Decline Sales Low Rapide growth Slow growth Decline Profit Lose High Very high Decline Investment Very high High Low Low Cost High Reduction Low Low Price High Getting lower Lowest LOw Cash flow High needs High needs Good Good Consumers Innovators Mass Mass Conservatives Competition Low Getting intensive Intensive LOW Critical function Ads. Production Marketing Finance and audit 国际商学院市场营销学系

3.Characteristics of each stage of PLC Stage Introduction Growth Maturity Decline Sales Low Rapide growth Slow growth Decline Profit Lose High Very high Decline Investment Very high High Low Low Cost High Reduction Low Low Price High Getting lower Lowest Low Cash flow High needs High needs Good Good Consumers Innovators Mass Mass Conservatives Competition Low Getting intensive Intensive Low Critical function Ads. Production Marketing Finance and audit 11 － 6 11 － 6

11-7 4.Marketing Strategies for Each Stage of PLC Strategies Introduction Growth Maturity Decline Product Basic Extension Diversity Less Price High lower Lowest Cut Distribution Selective intensive More intensive Selective Advertising Awareness interest Difference Redueed Sales heavy lighter Increase Minimal promotion 制计价蜀易大学 国际商学院市场营销学系

4. Marketing Strategies for Each Stage of PLC Strategies Introduction Growth Maturity Decline Product Price Distribution Advertising Sales promotion Basic High Selective Awareness heavy Extension lower intensive interest lighter Less Cut Selective Reduced Minimal Diversity Lowest More intensive Difference Increase 11 － 7 11 － 7

5.Problems Using the PLC 11-8 The PLC Concept Can Trouble identifying Help in Developing Which Stage of the Good Marketing PLC the Product Is In Strategies for Different Stages of the Product Life-Cycle,However Difficult to Forecast the Some Problems Can Sales Level,the Length Arise: of Each Stage,and Shape of the PLC Strategy is Both a Cause and a Result of the Product's Life Cycle 制卧价蜀易大考 国际商学院市场营销学系

5. Problems Using the PLC The PLC Concept Can Help in Developing Good Marketing Strategies for Different Stages of the Product Life-Cycle, However Some Problems Can Arise: The PLC Concept Can Help in Developing Good Marketing Strategies for Different Stages of the Product Life-Cycle, However Some Problems Can Arise: Trouble identifying Which Stage of the PLC the Product Is In Difficult to Forecast the Sales Level, the Length of Each Stage, and Shape of the PLC Strategy is Both a Cause and a Result of the Product’s Life Cycle 11 － 8 11 － 8

ll.Packaging 11-9 >Packaging Immediate,Secondary,Shipping Labeling Identifies,Describes,Promotes 征制纤价贺多+学 国际商学院市场营销学系

II. Packaging ¾ Packaging Immediate, Secondary, Shipping ¾ Labeling Identifies, Describes, Promotes 11－9 11－9

IIlI.Product Line Decisions 11-10 >Product Line Decisions Length,Stretching,Filling,Featuring Product Mix Decisions Width,Length,Depth,Consistency 制卧经价蜀易大考 国际商学院市场营销学系

III. Product Line Decisions ¾ Product Line Decisions Length, Stretching, Filling, Featuring ¾ Product Mix Decisions Width, Length, Depth, Consistency 11 －10 11 －10