4. Product Life Cycle Curve

5. Product Life Cycle with Profit Curve Sales/Profits Time PLC and Profits PLC Losses Break Even Profits

10. Summary of PLC Characteristic , Objective and Strategies Reduce to minimal level Increase to encourage brand switching Reduce to take advantage of heavy consumer demand Use heavy sales promotion to entice trial Sales promotion Reduce to level needed to retain hard core-loyals Stress brand difference and benefit Build awareness and interest in the mass market Build produvt awareness among early adopters and dealers Advertising Go selective ,phase out unprofitable outlets Build more intensive distribution Build intensive distribution Build selective distribution Distribution Cut prise Price to match the best competitor Price to penetrate market Charge cost-plus Price Reduce expenditure and milk the brand Maximize profit while defending market share Maximize market share Create product awareness and trial Marketing objective Laggards Middle majority Early adopters Innovators Customer Declinning profit High profit Rising profit Negative Profit Low cost Low cost Average cost High cost Cost Declining sale Peak sale Rapidly increasing sale Low sales Sales Decline Maturity Growth Introduction Charecteristic

14. Questions