4.5 - The 4 P's Flashcards
Describe product
The end result of the production process sold on the market to satisfy a customer need
Describe consumer durables
Manufactured products that can be reused and are expected to have a reasonably long life, such as cars
What is the product life cycle?
The pattern of sales recorded by a product from launch to withdrawal from the market
What are the 5 stages of the product life cycle?
development
introduction
- When the product has just been launched after development and testing
- Sales are quite low at the beginning (there are exceptions to this depending on fame)
growth
- Effective promotion + well received → sales should grow significantly
- Does not last forever
Reasons for declining growth:
- Increased competition
- Technological changes
- Changes in consumer tastes
- Market saturation
maturity / saturation
- Sales fail to grow
- However, they do not decline significantly either
- Stage can last for years (eg coca cola)
- Recent example: mobile phones
- Saturation of consumer durables markets caused by consumers who have a product wanting a new one
decline
- Extension strategies used to stop sales from falling so steadily
What are extension strategies?
marketing plans that extend the maturity stage of the product before a brand new one is needed
Name the 5 main extension strategies
adding features to the product repackage a product discount the price rebrand sell into new markets
What are the benefits and limitations of adding features?
- can be developed or marketed quickly and at lower cost than a new feature
- the original product is still ageing so consumers still might not want a slightly different product
What are the benefits and limitations of repackaging?
- relatively cheap and quick method
- consumers might feel misled once they realise it is the same product
What are the benefits and limitations of discounting the price?
- low income consumers can now get the product
- impact on long term image of the company (can be seen as cheap)
What are the benefits and limitations of rebranding?
- opens up new market segments, can be presented as a substantially ‘new product’
- expensive - is it worthwhile if this product will eventually be replaced anyway?
What are the benefits and limitations of selling into new markets?
- can increase sales, especially since a product is not perceived as old or matured in these markets
- product and promotion may need to be redesigned based on culture and local laws
Describe the marketing mix during the introduction phase
price: depends on pricing strategy
promotion: high levels of informative advertising
place: restricted outlets
product: new model launched
Describe the marketing mix during the growth phase
price: if successful: can raise prices
promotion: brand identification to help establish consumer loyalty
place: growing number of outlets
product: planning of product improvements / developments to maintain appeal
Describe the marketing mix during the maturity phase
price: need to keep price at competitive levels as competitors enter the market
promotion: brand imaging continues - differentiate from competitors
place: highest amount of geographical outlets possible
product: extension strategies utilised
Describe the marketing mix during the decline phase
price: lower prices to sell off stock
promotion: limited advertising
place: eliminate unprofitable outlets
product: prepare to replace with other products
describe the relationship between the product life cycle investment, profit and cash flow
check google document.
What is the BCG Matrix?
A method of analysing the product portfolio of a business in terms of market share and market growth
Describe a cash cow
high market share / low market growth
Creates high positive cash flow
Is profitable
Sales are high (relative to the market)
Promotional costs are probably low (due to high consumer awareness)
Cash can be ‘milked’ and invested into other products (hence the name)
Business wants to maintain cash cow as long as possible
Particularly if high market share can be maintained with little additional promotional costs
Describe a star
High market share / high market growth
Company keen to maintain position of this product
Successful product
Promotional costs are high → differentiate product and reinforce its brand image
A star will generate high amounts of income
If status and market share can be maintained → become cash cows in the future
Market matures, market growth slows
Describe a question mark
low market share / High market growth
Consumes resources but generates little in return (at least in short term)
If a newly launched product → heavy promotional costs needed to help it get established (finance could come from cash cow)
Future of the product is uncertain
Quick decisions made if sales fo no improve (relaunch, redesign, or withdrawal from market)
Has potential → selling in a growing market sector
Businesses must analyse which problem children are worth developing and investing in and which ones to drop
Describe a dog
low market share / low market share
Offer little to the business in terms of existing sales + cash flow and future prospects
May need to be replaced shortly
Firm could decide to withdraw from this market sector altogether
Position itself into faster growing sectors
What 4 actions can be done to maximise the effects of the BCG matrix?
Building → supporting question marks with additional advertising or other distribution outlets
Finance obtained from established cash cow products
Holding → continuing support for stars so they maintain their market position
Can work to freshen a product in eyes of consumers to sustain high sales growth
Milking → taking positive cash flow from established products and investing in other products
Divesting → identifying worst performing dogs and stopping production/supply of these
Not a decision to be taken lightly → other issues such as impact on workforce and whether new capacity from stopped production can be used profitably for another product
Define brand
an identifying symbol, name, image or trademark that distinguishes a product from its competitors
Define brand awareness
extent to which a brand is recognised by potential customers and is correctly associated with a particular product – can be expressed as a percentage of the target market
