Section outline

  • Product Life Cycle


    Products do not last forever. Like people, they go through different stages in their life. The life cycle of a product is broken into four stages—introduction, growth, maturity, and decline although some marketers also include a "saturation" stage between maturity & decline. 

    It is often used by marketing experts as a planning tool in deciding when it is appropriate to increase advertising, reduce prices, expand to new markets, or redesign packaging. This tool has a some limitations as not all products follow a smooth and predictable growth path. 

    Task 1: Stages of the PLC

    What stage of the PLC would the following products be in?

    • PS4
    • Iphone 6
    • Samsung Galaxy Z Fold
    • Watties baked beans

              

    Task 2: Informative v Persuasive Advertising & PLC

    Watch the two advertisements above and then answer the following questions:

    1. What information is given about the Iphone 12 in the first advertisement?
    2. Explain why the Iphone advertisement contains more information than the Nike ad.
    3. What stage of the PLC is the Iphone 12 in? Explain why this type of advertising would be appropriate given the stage of the PLC that it is currently in.
    4. What information is given about a NIKE product in the second advertisement?
    5. What is the message of the Nike ad? What perceptions (ideas or thoughts) does the ad try to portray about people who use Nike products?
    6. Why is this type of advertising suitable for this stage of the PLC for Nike products.