MANAGING PRODUCTS AND BRANDS CHAPTER 11
Jan 02, 2016
How stages of the PLC How stages of the PLC relate to a firm’s relate to a firm’s marketing objectives marketing objectives and marketing mix and marketing mix actionsactions
THE PRODUCT LIFE CYCLE
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage• Deletion
• Harvesting
THE PRODUCT LIFE CYCLE
Dimensions of the Product Life Cycle• Length of the Product Life Cycle
• Shape of the Product Life Cycle
• The Product Level: Class and Form
• The Life Cycle and Consumers
THE PRODUCT LIFE CYCLE
• Role of a Product Manager
• Modifying the Product
• Modifying the Market• Finding New Users
• Increasing Use
• Creating New Use Situation
MANAGING THE PRODUCT LIFE CYCLE
• Repositioning the Product• Reacting to a Competitor’s Position
• Reaching a New Market
• Catching a Rising Trend
• Changing the Value Offered Trading up Trading down Downsizing
MANAGING THE PRODUCT LIFE CYCLE
• Brand Personality and Brand Equity• Creating Brand Equity
• Valuing Brand Equity
• Licensing
• Picking a Good Brand Name
BRANDING AND BRAND MANAGMENT
• Creating Customer Value Through Packaging and Labeling• Communication Benefits
• Functional Benefits
• Perceptual Benefits
PACKAGING AND LABELING
• Global Trends in Packaging• Environmental Sensitivity
• Health and Safety Concerns
PACKAGING AND LABELING