1 / 15

Extending the product life cycle

Extending the product life cycle. Business Case Study A work by Youssef Ghannam and Guillaume Grosjean. Summary. Introduction Part I : The product life cycle Part II : Why & How extending it ? Conclusion. Part I : the product life cycle. Business Case Studies.

payton
Download Presentation

Extending the product life cycle

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Extending the product life cycle Business Case Study A work by Youssef Ghannam and Guillaume Grosjean

  2. Summary • Introduction • Part I : The product life cycle • Part II : Why & How extending it ? • Conclusion

  3. Part I : the product life cycle Business Case Studies

  4. The product life cycle • Stage 0 : the R&D phase  Sunk /start-up costs

  5. Launch and growth • Step 1 : the launch Nutri-grain gains 50% share of the market. • Step 2 : the growth

  6. Maturity • Time of maximum profitability • Raise of competitors

  7. Saturation and decline • Saturation : • MarketNutriGrain • Decline : • Or

  8. Quiz 1. 2.

  9. Quiz The future : 4. 3.

  10. Part II : Why & How extending it ? Business Case Studies

  11. Extending the product life cycle

  12. Extending the product life cycle • Identifying the problem • Choose an appropriate extension strategy • Nutri-Grain problems : • The brand message • Taken the focus away • Not enough budget • Promotional prices instead of the brand

  13. Extending the product life cycle • Renewal of the brand image • Unique selling point • Satisfy realistic snackers • Re-focus on the core products • New packaging

  14. Extending the product life cycle • Product • Promotion • Place • Price

  15. Conclusion The product life cycle shows how sales of a product can change over time. The five stages of the life product cycle are launch, growth , maturity, saturation and decline. Once a product is in the decline stage, a company needs to decide if to extend the life of the product or withdraw it from the market. It can use the Ansoffmatrix as a tool to analyse which strategy is appropriate. The Ansoff matrix shows both market orientated and product orientated possibilities. decline extend five growth product sales matrix saturation strategy withdraw

More Related