Relier Pairs Managing Product Life Cycle IVersion en ligne Managing The Product Life Cycle par Bryan Guerra 1 Downsizing 2 Product repositioning 3 Product bundling 4 Increasing product use 5 Catching a rising trend 6 Find new customers 7 Trade up 8 Trade down 9 Create a new use situation 10 Market modification strategy 11 Reacting to a competitor´s position 12 Product manager responsibilities 13 Reaching new markets 14 Product modification 15 Changing the value offered A strategy that company uses to find new customers, increase a product’s use among existing customers, or create new use situations. It involves reducing a product’s number of features, quality, or price. Reason to reposition a product because a competitor’s entrenched position is adversely affecting sales and market share. One of the objectives of the market modification strategy. Strategy that Dockers uses for its casual pants by promoting different looks for different usage situations: work, weekend, dress, and golf. It changes the place a product occupies in a consumer’s mind relative to competitive products. Managing existing products through the stages of the life cycle, developing new products, developing and executing a marketing program for the product line described in an annual marketing plan and approving ad copy, media selection, and package design. Reducing the package content without changing package size and maintaining or increasing the package price. The sale of two or more separate products in one package. What Unilever did when they introduced iced tea in Britain, sales were disappointing. The company made its tea carbonated and repositioned it as a cold soft drink to compete as a carbonated beverage and sales improved. It has been a strategy of the Campbell Soup Company by advertising more heavily in warm months to encourage consumers to think of soup as more than a cold-weather food. It involves adding value to the product (or line) through additional features or higher-quality materials. A company can decide to change the value it offers buyers and trade up or down. Changing consumer trends can also lead to product repositioning. It involves altering one or more of a product’s characteristics, such as its quality, performance, or appearance, to increase the product’s value to customers and increase sales.
Créer jeu