Question

MARKETING

Listed below are four different products in various stages of the product life cycle. What marketing strategies would you suggest to these companies?

           A - Remotely operated appliances such as lighting, heating & air conditioning units, or

                 coffee makers – Introductory Stages            

           B - Hewlett-Packard tablet computers—growth stage

           C - Canon digital cameras—maturity stage,

           D - handheld manual can openers—decline stage.

Answer 1

There are four four different products in various stages of the product life cycle. What marketing strategies would you suggest to these companies introduction, growth, maturity, and decline. Life Cycle: Firms' products progress through the stages of development, which is indicated by their changing profits over time.Strategy formulation is the broadest, longest-term marketing activityThe strategic process is one of working with market dynamics (a particular segment or selection of the market) to achieve a solid positioning of the product/service offering that contains a clear ‘benefit promise’ to the consumer which is differentiable from the offers of the competition and which thus positions the firm well for potential competitive responses to its actions.product has a limited life,product cycle pass through different stages each posing different challanges,oppurtunities and problems to the seller

A)  Remotely operated appliances such as lighting, heating & air conditioning units, or

                 coffee makers – Introductory Stages

Cappio was the first canned ready-to-drink coffee on the market. It had to create the demand for the product category. As soon as demand for the product was shown to exist, Coke and Pepsi began promoting their own brands of canned,  ready-to-drink coffee.During the Introductory stage of the product life cycle, both sales and profits rise, numerous competitors enter the market, and sellers use promotional programs to stimulate demand for their brands.,negative or low profit,promotional expenditure are t their highest ration in sales,littile or no competition occurs

B) Hewlett-Packard tablet computers (Growth)

. HP must generate awareness by running ads or generating publicity for its tablet PCs at venues such as the annualConsumer Electronics trade show. The company must stimulate primary demand..in growth stage rapid climb in sales,purchase by erly adopters,increase in public awareness,bringing product extensions such as warranty etc ,decline in promotion sales ratio,increase in profit because of economies of scale and learning effect,ne competiors enter etc occur

C)Canon digital cameras (maturity )Digital cameras have a long product life cycle. Generally, sales decline once the product reaches maturityHowever in Japan, the number of patent applications continues to grow even after the maturity stageThis study analyses the cumulative number of patent applications using correlation analysis and examination of the financial indicators of each company. More importantly, this paper makes a comparative study of the company’s management of patent applications with the product life cycle of digital cameras.

. Canon must try to generate selective demand in theface of increasing competition that occurs during the maturity stage  of the product lifecycle. The company could offer new features, such as higher megapixel resolution oradd accessories, such as lens, for the same price as preceding models.When a product reaches the mturity stage price reduction,repackaging and redesigning,launch in new market,direct selling etc occur

D) Handheld manual can openers (decline)

. Handheld can opener firms may choose tomarket their can openers in developing countries where electricity is not widely available in households or where electric can openers are viewed as a discretionary item.decline in sales because of technological changes,shift in consumer taste,and incresed competition,cost becomes counter optimal,most of the product class usually die at this stage,withdrawal from market or reduction in number of products offered,over capacity ,increased price cutting,reduced promotion.