MKT市场营销新产品的研发及产品生命周期.pptVIP

New-Product Development and Product Life-Cycle Strategies --chapter10 Question: Pick a soft drink,car,fashion,food product,or electronic gadget and trace the product’s life cycle.Explain how you separated the stages of the product’s developement Time Product Develop- ment Introduction Profits Sales Growth Maturity Decline Losses/ Investments ($) Sales and Profits ($) Product Life-Cycle Ice Cream Phone—— As we know,Ice Cream cell phone are very popular for students in our daily life. In this picture we can see the Ice Cream Ⅰ LG KT350 Product Life-Cycle Strategies 2008.8 The company released. It’s new products——ice cream Ⅰ（LG KT350 ）, THE PRICE IS 1480 ￥ . 2008.11.25LG choosed BY2 as spokesman. Intorduction Stage Sales Costs Profits Marketing Objectives Product Price Low sales High cost per customer Negative Create product awareness and trial Offer a basic product Use cost-plus Distribution Build selective distribution Advertising Build product awareness among early adopters and dealers Introduction Stage of the PLC Product Life-Cycle Strategies Growth Stage 2009.3 This phone won warm praise from customers because of its nifty outward appearance.And the sales continuously ascended. Growth Stage of the PLC Sales Costs Profits Marketing Objectives Product Price Rapidly rising sales Average cost per customer Rising profits Maximize market share Offer product extensions, service, warranty Price to penetrate market Distribution Build intensive distribution Advertising Build awareness and interest in the mass market Product Life-Cycle Strategies 2009.4.11 The price is 1428￥ . 2009.6 The price fall to 1100 ￥ .And some sales places took actions to promote. Maturity Stage Maturity Stage of the PLC Sales Costs Profits Marketing Objectives Product Price Peak sales Low cost per customer High profits Maximize profit while defending market share Diversify