TOPIC 3: Product Life Cycle

The value of the product life cycle is that it provides clues as to what marketing mix strategies might need to change as the product moves through the cycle. For example, a high-tech product being launched will have to decide whether to use penetration or skimming pricing strategy. That pricing strategy will then determine how much marketing communications is needed and what distribution strategy is needed. Because high-tech products are particularly susceptible to competition and entry of substitute products, the company needs to stimulate sales early, knowing the product life cycle may be short.

Pick one of the following products and identify which stage of the life cycle you believe it is in and why. You don’t need to do research; just use your personal experience and judgment. You may want to check out the product’s website. Then, identify what needs to be done to the marketing mix based on the stage you selected.

1. Apple iWatch
2. Kellogg All-Bran cereal
3. Crest Complete toothpaste
4. Ford Focus automobile
5. Häagen-Dazs ice cream
6. Libby Sweet Peas canned vegetables
7. Rolling Barn Door Hardware by CSH
8. Beyond Meat Chicken Free Strips