1. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-2 MANAGING PRODUCTS AND BRANDS C HAPTER

2. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-5 GATORADE: AN UNQUENCHABLE THIRST FOR COMPETITION

3. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin THE PRODUCT LIFE CYCLE Slide 11-6 Product Life Cycle  Primary Demand Introduction Stage  Selective Demand  Skimming Pricing Strategy  Penetration Pricing Strategy

4. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-7 FIGURE 11-1 FIGURE 11-1 How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions

5. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-8 FIGURE 11-2 FIGURE 11-2 Product life cycle for the stand-alone fax machine for business use: 1970–2006

6. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin THE PRODUCT LIFE CYCLE Slide 11-9  Repeat Purchasers Growth Stage  Deletion  Harvesting Maturity Stage Decline Stage

7. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-10 Ford Escape Hybrid Automobile and Canon Digital Rebel Camera What stage of the product life cycle?

8. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-11 MARKETING NEWSNET Will E-Mail Spell Doom for the Familiar Fax?

9. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin THE PRODUCT LIFE CYCLE Slide 11-12  Length of the Product Life Cycle Some Dimensions of the Product Life Cycle  Shape of the Product Life Cycle Generalized Life Cycle High-Learning Product Fashion Product Low-Learning Product Fad

10. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin FIGURE 11-3 FIGURE 11-3 Alternative product life cycles Slide 11-13

11. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin THE PRODUCT LIFE CYCLE  Length of the Product Life Cycle Some Dimensions of the Product Life Cycle Product Class Product Class Product Form  The Life Cycle and Consumers Diffusion of Innovation Slide 11-14

12. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-15 FIGURE 11-4 FIGURE 11-4 Video game console and software life cycles by product class and product form

13. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin THE PRODUCT LIFE CYCLE Slide 11-16 Some Dimensions of the Product Life Cycle  The Life Cycle and Consumers Diffusion of Innovation  Early Adopters  Early Majority  Late Majority  Laggards  Innovators

14. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-17 FIGURE 11-5 FIGURE 11-5 Five categories and profiles of product adopters

15. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 11-23 Milk Processor Education Program What modification strategy?