THE PRODUCT LIFE CYCLE.ppt

* THE PRODUCT LIFE CYCLE Slide 11-11 Product Life Cycle Primary Demand Introduction Stage Selective Demand Skimming Pricing Penetration Pricing THE PRODUCT LIFE CYCLE Slide 11-16 Growth Stage Repeat Purchasers Maturity Stage Deletion Harvesting Decline Stage THE PRODUCT LIFE CYCLE Slide 11-19 Length of the Product Life Cycle Some Dimensions of theProduct Life Cycle Shape of the Product Life Cycle Generalized Life Cycle High-Learning Product Fashion Product Low-Learning Product Fad THE PRODUCT LIFE CYCLE Slide 11-24 The Life Cycle and Consumers Some Dimensions of theProduct Life Cycle Diffusion of Innovation MANAGING THEPRODUCT LIFE CYCLE Slide 11-28 Modifying the Product Product Modification Finding New Users Modifying the Market Market Modification Increasing Use Creating New Use Situations MANAGING THEPRODUCT LIFE CYCLE Slide 11-30 Repositioning the Product Reacting to a Competitor’s Position Catching a Rising Trend Reaching a New Market Changing the Value Offered Trading Up Trading Down Downsizing BRANDING ANDBRAND MANAGEMENT Slide 11-35 Branding Brand Personality Brand Equity Creating Brand Equity Brand Name Brand Personality and Brand Equity Valuing Brand Equity BRANDING ANDBRAND MANAGEMENT Slide 11-39 Manufacturer Branding Picking a Good Brand Name Branding Strategies Multiproduct (Blanket/Family) Branding Line Extension Brand Extension Subbranding Multibranding BRANDING ANDBRAND MANAGEMENT Slide 11-45 Private Branding Branding Strategies Private Labeling Reseller Branding Mixed Branding CREATING CUSTOMER VALUE THROUGH PACKAGINGAND LABELING Slide 11-46 Packaging Communication Benefits Functional Benefits Perceptual Benefits Label GENERAL PRICING APPROACHES Slide 12-18 Demand-Oriented Approaches Skimming Pricing Penetration Pricing Prestige Pricing Odd-Even Pricing GENERAL PRICING APPROACHES Slide 12-23 Demand-Oriented Approaches Target Pricing Bundle Prici