This document provides information about managing business growth and the product lifecycle. It includes: 1. An overview of Abdul Rashed Barakzai's education and contact information. 2. A definition of business growth as improving a business's success by boosting revenue or profitability. 3. An introduction to the concept of product lifecycles, which describe the typical stages of introduction, growth, maturity, and decline that products experience over time. 4. Details on marketing strategies for each stage of the product lifecycle, such as emphasizing awareness in introduction and maximizing market share in growth.

1. MANAGING
GROWTH
ABDUL RASHED BARAKZAI
+93 799310664

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3. EDUCATION BACKGROUND
 Master of Business Administration – MBA
 Bachelor of Business Administration – BBA
 Bachelor of Information Technology – BIT
 Microsoft Certified Professional - MCP

4. BUSINESS GROWTH
The process of improving some measure of an enterprise's
success. Business growth can be achieved either by boosting
the top line or revenue of the business with greater product
sales or service income, or by increasing the bottom line or
profitability of the operation by minimizing costs.

5. MARKETING MANAGEMENT
• The art and science of choosing target markets and getting, keeping and growing
customers through creating, delivering and communicating superior customer value.

6. PRODUCT POSITIONING
Positioning is the process of drawing or setting visualized image of your product in the mind of
customer. Positioning will also differentiate your product among competitors in market..

7. REMEMBER
 Positioning your product against your competitors (Shape, Style, Packaging, Design)
 Emphasizing a distinctive unique benefit ( Low Price, High Quality)
 Affiliating your product with something the customer knows and values ( iPhone,
Laptop)

8. CONTINUE POSITIONING…
Your positioning statement reflects what you need to communicate about a specific
product, and to whom, so you will always hit the right button, communicating the right
message to the right customer at the right time.
Examples of Positioning strategy:
Your customer: The type of customer you target.
The benefits: What you can do for your customers.
The method: How you do it.
The USP (Unique selling proposition): Why you do it better than the competitors.

9. PRODUCT LIFE CYCLE
Time
Product
Develop-
ment
Introduction
Profits
Sales
Growth Maturity Decline
Losses/
Investments ($)
Sales and
Profits ($)

10. INTRODUCTION STAGE OF THE PLC
Sales Low Seles
Cost Low Seles
Profit Negative/ Less
Market Objective Product Awareness

11. INTRODUCTION STAGE OF THE PLC
Marketing Strategies: Introduction Stage
 Sales growth tends to be slow at this stage because it takes time to roll out a new
product and fill dealer pipelines.
 Costs are high per customer as customers are not that much in introduction stage, and
promotional expenditures are at their highest ratio to sales.
 Profits are negative or low in the introduction stage.
 The companies must plan before introducing new product to the market. To be first can
be highly rewarding but risky as well.

12. GROWTH STAGE OF THE PLC
Sales Rapidly Rising
Cost Average Cost
Profit Rising
Marketing Objective
Maximum Market
share

13. GROWTH STAGE OF THE PLC
 The growth stage is marked by a rapid climb in sales and profits. Early adopter and
additional consumers start buying it.
 Profits increase during this stage as promotion costs are spread over a large volume.
 Attractive stage for competitors.
 Prices remain where they are or fall slightly, depending on how fast demand increase.
 Average cost per customer: customers increase so cost is equally divided by them.

14. MARKETING STRATEGIES FOR THE GROWTH STAGE
• During this stage, the firm uses several strategies to sustain rapid market growth
• It improves product quality and add new product feature and improved styling
• It adds new models, product of different sizes, flavors
• It enters new market segments
• It increases its distribution coverage and enters new distribution channels
• It lower prices to attract the next layer of price-sensitive buyers

15. STRATEGIES USES IN GROWTH LEVEL OF PLC
1- Intensive Growth Strategies: it is a strategies that take advantage of an opportunity
within a current market, using market penetration, market development, and product
development.
• Simple: when a company wants to increase the sales to its target.
2- Integrative growth strategies: when company produce different or same other product
3- Diversification strategies: When company product total different product. Enter to New
Market

16. MATURITY STAGE OF THE PLC
Sales Peak
Cost Low cost
Profit High
Marketing Objective Maximum Profit

17. MARKETING STRATEGIES MATURITY STAGE
The Maturity stage divides into three phases
1. Growth: Highest Rate of Growth Possibility of decline.
2. Stable: Highest Sales and stability depend on company to maintain.
The company should adopt innovative culture.

18. MARKETING STRATEGIES FOR THE MATURITY STAGE
Market modification. The company might try to expand the market for its mature brand.
• For example: Johnson and Johnson successfully promoted its baby shampoo to adult users
• Volume can also be increased by convincing current users to increase their brand usage;
• For example: Safe Guard and life boy Gold convincing their users to wash hands frequently.
• Product modification: Managers also try to increase sales by modifying the product’s
characteristics through quality improvement, feature improvement, or style
improvement.
• For example: iPhone 4, Now iPhone X Capacity 64 GB.

19. DECLINE STAGE OF THE PLC
Sales Decrease
Cost May Increase
Profit Decrease
Marketing Objective Alternative product

20. MARKETING STRATEGIES FOR THE DECLINE STAGE
Sales decline for a number reasons
• Technology advances
• Shift in consumer tastes
• Increase domestic and foreign competition.
Some firm withdraw from market
Some may cut their promotional budgets and reduce prices further.

21. MARKETING STRATEGIES DECLINING STAGE
The Decline stage divides into three phases
1. Growth: the sales growth rate starts to decline. There are no new distribution
channels to fill.
2. Stable: Sales flatten on a per capita (per person) basis because of market capacy.
Most consumers have tried the product.
3. Decaying maturity: the absolute level of sales starts decline, and customer begin
switching to other products.
The company should adopt innovative culture.

22. MARKETING STRATEGIES FOR THE DECLINE STAGE
product managers might also try to increase sales by modifying other marketing mix element:
• Price: would a price cut attract new buyers? Decrease the price or give discounts on volume.
• Distribution: can the company introduce the product into new distribution channels?
• Advertising: Should advertising expenditures be increased? Should the timing or size of ads
be changed?
• Sales promotion: Should the company step up sales promotion?
• Services: Can the company speed up delivery? Can it extend more technical assistance to
customers?

23. THREAT FOR GROWTH
Industry
Competition
Threat of
New entry
Buyers
power
Threat of
substitutes
Suppliers
power

24. ASSIGNMENT
• What is the Product or Service?
• What are the Benefit of Your product to Customer and Society?
• What is the Target Customers and Market?
• Our product is better than the competitors in the following manner:
• We can prove our product is the best because (evidence, differences,
testimonials..etc).

25. Thank You