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...

Overview of the Product Life Cycle (PLC)

Product life cycle = stages of “life”

The product life cycle (PLC) is a very common concept across all marketing textbooks. From the words “life cycle", you should see the connection between a product and a biological life. Just as … Read more...

The Maturity Phase of the PLC

Following the period of growth, a market will reach the maturity stage of its product life cycle. This means that there is limited growth – usually in line with the economy – left in the market. Sales have maximized and … Read more...