Criticisms of the Product Life Cycle (PLC)

While the product life cycle model is a very helpful tool for helping to understand current and potential market conditions, in order to develop appropriate marketing and competitive strategies, there are some limitations and concerns with the usage of the … Read more...

What stage of the PLC are we in?

In order to assess where a product is on the PLC curve, a multiple of factors can be considered, including:

  • Sales to date, graph accordingly, to visually demonstrate any turning points from introduction to growth, and so on,
  • The number
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The PLC as a Product Portfolio Tool

The PLC model can be utilized for portfolio analysis

Do we have an appropriate balance of existing products in a mature market, and are we investing in future new product opportunities by entering products into introduction and growth stage markets? … Read more...

The Introduction Phase of the the PLC

Key marketing challenges in the introduction phase

One of the key marketing challenges in the introduction phase of the product life cycle (PLC) is to clearly communicate the advantages and benefits of the new product offering, relative to existing products … Read more...

Threat of New Entrants in the PLC

Well-managed Product Portfolios

Having survived the significant competitive battle of the growth stage, firms are looking for stability and ongoing profitability and to leverage their “cash cows”. It is also likely, in most well-managed firms, that they have … Read more...

Extending the Product Life Cycle

Product reinvention to trigger a new growth phase

In a mature market, potentially entering the decline stage of the product life cycle, larger firms may be in a position to try and rethink the overall positioning of a product in … Read more...

Innovators and the Introduction Stage of the PLC

The introduction phase starts with innovators

Marketers of new products seeking to gain traction for their offering are reliant upon a category of consumers that are classified as “innovators”. Innovators are consumers that are far less influenced by word-of-mouth for … Read more...