chapter 30 product planning 1 section 30.2 sustaining product sales marketing essentials

Chapter 30 Product Planning 1

Chapter 30 Product Planning

Section 30.2 Sustaining Product Sales

Marketing EssentialsMarketing Essentials


SECTION 30.2SECTION 30.2

What You'll LearnWhat You'll Learn

Sustaining Product SalesSustaining Product Sales

The product life cycle

The concept of product positioning

The purpose of category management


SECTION 30.2SECTION 30.2 Sustaining Product SalesSustaining Product Sales

Why It's ImportantWhy It's Important

After products are introduced in the marketplace, they go through different stages of growth and decline. It is important to understand the different marketing strategies used to sustain product sales over time.



Key TermsKey Terms

product life cycle

product positioning

category management

planogram



A product life cycle represents the stages that a product goes through during its life. There are four stages of the life cycle:

introduction

growth

maturity

decline

Product Planning



The Product Life Cycle

The life cycle of a product can be divided into four stages: introduction, growth, maturity, and decline. Why are sales not at their highest during the introduction stage? At what stage do you think a product would be most profitable?



Managing During the Introduction Stage

When the product is introduced to the market, the focus of the company's efforts is on promotion and production. During this stage:

Special promotions may get customers to try the new product.

Profits at their lowest because costs of introducing a product are high. Therefore, this is usually the least profitable stage of the life cycle.



Managing During the Growth Stage

During the growth phase of the product life cycle, the product is enjoying success as shown by increasing sales and profits. During this stage:

Advertising may now focus on consumer satisfaction.

Competitors may offer new competing products.

The company may introduce new models or modify the existing product.



A product reaches the maturity stage when its sales level off or slow down. During this stage:

The product may have more competition, or most of the target market may already own it.

Advertising expenses climb as the company fights off competition.

The company decides whether it can improve the product to gain sales.

Managing During the Maturity Stage



During the decline stage, sales fall. Profits may reach a point where they are smaller than costs. The company’s options include:

dropping the product selling or licensing the product recommitting to the product line discounting the product regionalizing the product modernizing or altering the product

Managing During the Decline Stage

Slide 1 of 3




Sell or License the Product Companies sell or license their poorly performing products to risk-taking companies that try to rejuvenate products.

Recommit to the Product Line Decide that a declining product can be marketed for other uses to help improve sales.

Slide 2 of 3




Discount the Product Discount the product to compete with cheaper store or private brands.

Regionalize the Product Sell declining products only in the geographic areas where there is strong customer loyalty.

Modernize or Alter the Product Redesign, repackage, or reformulate the product to avoid deleting it.

Slide 3 of 3



The focus of product positioning is the image a product projects. The goal of product positioning is to set the product apart from the competition. Products can be positioned:

by price and quality

by features and benefits

in relation to the competition

in relation to other products in a line

Product Positioning

Slide 1 of 3



Positioning by Price and Quality Stresses high price as a symbol of quality or low price as an indication of value.

Positioning by Features and Benefits Stresses product features and benefits, or unique characteristics.

Product Positioning

Slide 2 of 3



Positioning in Relation to the Competition Stresses comparison to the competition.

Positioning in Relation to Other Products in a Line Stresses association with a successful brand.

Product Positioning

Slide 3 of 3



Category management is a process that involves managing product categories—groups of products that have the same target market and distribution channels—as individual business units. The manufacturer can customize the category's product mix, merchandising, and promotions according to customer preference on a store-by-store basis.

Category Management

Slide 1 of 2



Planograms are computer-developed diagrams that show retailers how and where products within a category should be displayed on a shelf at individual stores. Each store then can stock more of the products that appeal to people in its trading area.

Category Management

Slide 2 of 2


30.2 ASSESSMENTASSESSMENT

Reviewing Key Terms and Concepts1. What is a product life cycle? Name the four stages in

the product life cycle.

2. Explain the concept of product positioning. Why is it important?

3. List and describe four strategies used to position products in the marketplace.

4. What is category management?

5. How can manufacturers use category management to assist a retailer?


30.2 ASSESSMENTASSESSMENT

Thinking Critically

Identify a possible product modification or product extension for an electric shaver, a toothbrush, and animal crackers.


Marketing EssentialsMarketing Essentials

End of Section 30.2

chapter 30 product planning 1 section 30.2 sustaining product sales marketing essentials

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