c

During a product¶s life , acompany will reformulate it¶s marketing strategy

because:c

2 not only economic condition changec

2 competitors launch new assaults.c
2 product passes through new stages of buyer interest and
requirement.c
c

À
portrays distinct stages in the sales history of a product.c

corresponding to these stages:c

2 distinct opportunitiesc
2 problem with respect to marketing startegyc
2 profit potential.c

so, identifying the stage tahta product is in, a companies can formulated
better marketing plans.c
c

 product have a limited life.c

product sales pass through distinct stages, each posing different
challenges to the seller.c
 profit rise & fall at different stages at À
.c
 product require different marketing, financial, MFG, purchasing &
personnel strategies in each stage of À
.c
c

2 slow sales.c
2 profit non exixtent.c
2 heavy expense of product introduction- high promotion cost.c
 2 full utilization of distribution not possible.c
2 economic use of product capacity not attainedc
2 slow market acceptance.c
c

 Rapid skimming strategy:c

2 high product price.c
2 heavy promotion.c
2 quick return on investmentc
2 per unit profit is high.c
 Slow skimming strategy:c
2 high prduct price.c
2 low promotion.c
2 high price produce high profit.c
 Rapid penetration strategy:c
2 low product price.c
2 high promotion.c
2 objective is rapid entry into the market.c
 slow penetration strategy: c
2 low product price.c
2 low promotion.c
2 because of low price buyers will be interested for rapid adoption
of the product.c
c

2 Rapid market acceptance.c

2 substantial profit improvement.c
2 entry of new company.c
2 new product enlarge the market.c
2 high sales, high production leads to low product cost.c
2 low promotion cost.c
c

strategies:c
 2 compay will try to increase the product quality.c
2 in possible cas new feature will be incorprated into the product.c
2 new model or new variety will be introduce.c
2 find entry into new marketc
2 enter into new channel to create new buyers.c
2 promotional message will be more direct.c
c

3. Maturity stage: c

2 sales continue to increase.c

2 at one stage sales come to a parallel level.c
2 some measures may shift the upward trend of sales but that is short-
lived.c

startegies:c

 market modificatiion startegy: its aim to increase the sales. it can be

done in two ways- increasing the number of users, & increasing the
frequency of use.c
 How the no. of users can be increased:c
convert non-user into user.c
enter new market segment.c
win competitors customers.c

how the frequency of use can be increased.c
 more frequent use.c
 more usage procusession.c
new & more varied uses.c
 product modification strategy: modification is development of quality
and feature.c
quality improvement strategy.c
feature improvement strategy.c
style improvement strategyc
 Marketing mix Modification strategy:c
 Bringing change in the 4p¶s.c
Decline Stage:c

2 Slowly decline the salesc

2 In some case it may be fast and some other causes it may be slow.c
c
Strategies:c
2 Sales decline because of tehnological improvement, change of taste
of thec
2 consumer & increase of competition.c
2 Some may withdraw the investmentc
2 Withdraw the special advantage tasted with productc
2 weak channels are droppedc
2 Àromotional measures are reduced to greate extent.c