5.18 : 产品生命周期及相关策略

The Product Life Cycle or PLC curve aids marketers in strategizing, optimally allocating resources, anticipating market trends, and making timely decisions on product evolution or discontinuation.

The PLC curve maps a product's journey through four stages: Introduction, Growth, Maturity, and Decline.

The introduction stage is characterized by low sales, requiring extensive promotion to create product awareness.

 For example, Tesla targeted innovators and early adopters with aggressive marketing campaigns to foster awareness about newly launched electric vehicles.

In the growth phase, the product has been accepted by customers, leading to increased sales. Marketers enhance features or expand distribution to capture the growing consumer interest, as seen in the growth of smartwatch sales globally.

The maturity stage sees market saturation and slowing sales growth due to competition, prompting marketers to find newer markets or modify the marketing mix, like Coca-Cola's constant innovation with flavors and packaging.

The decline stage is represented by market saturation, leading to waning consumer interest and declining sales.

It leads to product phase-outs like Kodak's photo films or life extensions through repositioning like Old Spice.