The Marketing Strategy to Pursue at Various Stages of the PLC

Product Life Cycle
Knowledge Center

Product Life Cycle > Forum

New Topic

Shubhi Kotiya
CxO / Board, Germany
The PLC curve is divided into 4 stages: Introduction, Growth, Maturity and Decline. The suggested logical strategies at each of the stages are: INTRODUCTION ⇨ CREATE THE MARKET SHARE. In terms of the marketing mix: differentiated product, cost-plus pricing, selective distribution, building product awareness amongst early adopter and dealers and use heavy sales promotional advertising, sampling to entice trials. More on Marketing Strategies in Introduction Stage of PLC GROWTH ⇨ EXPAND/GROW THE MARKET SHARE. In terms of the marketing mix: Offer product extensions and services, price to penetrate market, build intensive distribution, build awareness and interest in the mass market, promotional spends can be reduced as there will be higher consumer demand. More on Market Leader Strategies in the Growth Stage of the Product Life Cycle MATURITY ⇨ CONSOLIDATE THE MARKET SHARE AND ENCOURAGE CONVERSIONS. In terms of the marketing mix: diversify brand, price to match t (...) Read more? Sign up for free


More on Product Life Cycle
PLC at company level?
Product Life Cycles are Not Fluent
Comparing the Product Life Cycle and the BCG Matrix
The Marketing Strategy to Pursue at Various Stages of the PLC
What is the Influence of a Product Recall on the PLC?
Effect of Moment of Introduction on Product Life Cycle?
Pricing Strategy as per Product Life Cycle Stage
Stage after Breakeven
🔥The Impact of Short Term Investing / Financing on New Product Development
How to Avoid the Decline Stage of the PLC?
Pepto Bismol's Long Life
Product Life Cycle (PLC) and Food Standards
Product Life Cycle and Capacity Planning
The Element of Time in Product Life Cycle
Time Scale of PLC Depends on the Product
Why Could a Product in its Decline Stage Still Be Attractive for a Firm?
Generic and Specific Product Life Cycle Measures
How to Revitalize your Product when it is Matured and Starts to Decline?
References of PLC Gates Wanted
Configuration Management Summary
Importance of the Product Life Cycle for the CEO
Revitalization: Why and When?
Opportunity for Value Engineering in PD?
Real Estate Business, Life Cycle
Best Practices
When is a product successful?
Product Life Cycle versus Ansoff Model
The Product Life Cycle is not always Shaped like a Wave Form!
Special Interest Group

Are you interested in Product Life Cycle? Sign up for free

Notify your students

Copy this into your study materials:

and add a hyperlink to:

Link to this discussion

Copy this HTML code to your web site:

Product Life Cycle
Knowledge Center


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2021 12manage - The Executive Fast Track. V15.7 - Last updated: 21-1-2021. All names of their owners.