Title: POSITIONING THE MARKET OFFERING THROUGH THE PRODUCT LIFE CYCLE
1 CHAPTER 10
POSITIONING THE MARKET OFFERING THROUGH THE PRODUCT LIFE CYCLE
2 IPORTANT TOPICS OF THIS CHAPTER
Identify Differentiating Strategies
Identifying Positioning Strategies
Marketing Strategies Along the Product Life Cycle
3 DIFFERENTIATION STRATEGY
Size shape or physical structures.
Basic Vs advance models.
Low average high and superior
To meet product specifications.
Expected life under normal conditions.
4 DIFFERENTIATION STRATEGY (CONT.)
Maintenance and repair.
Miscellaneous services-improved product warranty.
Competence credibility reliability responsiveness and communication.
Symbols media atmosphere and events.
5 POSITIONING STRATEGY
Best quality best service best price best value lowest price safest fastest and most customized in the target markets mind
Safe and durable.
Safe durable and stylish.
6 POSITIONING STRATEGY (CONT.)
Product category positioning
7 Example of Perceptual Map 8 PRODUCT LIFE-CYCLE MARKETING STRATEGIES 9 STRATEGIES FOR NEW PRODUCT INTRODUCTION Rapid- skimming strategy Slow- skimming strategy Rapid- penetration strategy Slow- penetration strategy 10 MARKETING STRATEGIES FOR GROWTH STAGE
Improved product quality.
Higher advertising budget.
Entering new market segment.
Improvement of distribution network.
Lowering prices for competitive pressure.
11 MARKETING STRATEGIES FOR MATURITY STAGE
Enter new market segment.
Attract competitors customers.
Improvements in product quality style and futures.
12 MARKETING STRATEGIES FOR DECLINE STAGE
Quick cash generation.
Disposing the assets as advantageous as possible.
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