Produk Kreatif dan Kewirausahaan - Strategi Pemasaran Produk (Part 2)

Summary

This video covers the essential strategies for marketing products through the four stages of the product life cycle: Introduction, Growth, Maturity, and Decline. It explains how to launch products, expand their market presence, sustain their popularity, and manage their decline. Key strategies include varying pricing and promotional efforts, enhancing product features, reaching new customer segments, and managing costs effectively. Real-life examples are provided, such as health drinks and Pampers, to illustrate how products evolve over time. The video offers practical insights into adapting marketing tactics at each stage of a product's journey.

Takeaways

• 😀 The product lifecycle consists of four stages: Introduction, Growth, Maturity, and Decline.
• 😀 The Introduction stage involves strategies for launching a product, including high promotional costs and pricing strategies.
• 😀 Growth stage strategies focus on expanding product reach by targeting new consumers and distributors, and enhancing product features.
• 😀 A key strategy during the Growth stage is to add product variants and complementary products to maintain interest.
• 😀 During the Growth phase, companies should aim to enter new market segments to broaden their customer base.
• 😀 The Maturity stage is marked by stable sales but also product saturation, requiring innovation or modifications to maintain interest.
• 😀 In the Maturity phase, defensive strategies are needed to protect market share from competitors, including product variations and cost reductions.
• 😀 Offensive strategies during Maturity involve attracting non-users to convert them into customers, thereby expanding the market.
• 😀 The Decline stage sees decreasing sales, and companies should focus on retaining loyal customers and reducing distribution channels to cut costs.
• 😀 Promotions and discounts during the Decline stage are important for maintaining customer loyalty and supporting sales despite the overall market downturn.

Q & A

What is the Product Life Cycle (PLC)?

The Product Life Cycle (PLC) refers to the journey of a product's sales from its introduction to its decline. It includes four key stages: Introduction, Growth, Maturity, and Decline.

What are the four stages of the Product Life Cycle?

The four stages of the Product Life Cycle are: Introduction, Growth, Maturity, and Decline.

What strategies are used in the Introduction stage of the Product Life Cycle?

In the Introduction stage, companies typically use strategies like quick product launches with high prices and heavy promotions, or slow launches with lower promotional costs. There are also strategies like high penetration with low prices and slow penetration with low prices.

How does the company approach the Growth stage in the Product Life Cycle?

During the Growth stage, companies focus on expanding market reach by increasing product quality, adding new product models or variants, entering new market segments, and improving distribution channels to ensure widespread product availability.

What is the significance of product modifications during the Maturity stage?

In the Maturity stage, product modifications are crucial as the market starts to become saturated. Companies must innovate or offer variations of the product to maintain consumer interest and fend off competition.

How can a company maintain market share in the Maturity stage?

To maintain market share during the Maturity stage, companies can use defensive strategies like protecting their market position from competitors and offensive strategies like targeting new customers or non-users. Cost management and quality improvement are also essential.

What are the challenges faced in the Decline stage of the Product Life Cycle?

In the Decline stage, sales and profits begin to fall. The market becomes saturated, competitors leave, and consumer interest wanes. Companies must act quickly to reduce costs, manage distribution channels, and retain their loyal customers.

What is a key strategy to handle the Decline stage?

Key strategies for the Decline stage include reducing the product's price, promoting customer loyalty, and reducing the distribution network to save costs. Additionally, companies may focus on niche markets or selective promotions.

How does pricing impact marketing strategies throughout the Product Life Cycle?

Pricing strategies vary across the Product Life Cycle. In the Introduction stage, high prices are often used to recover development costs, while in the Growth and Maturity stages, competitive pricing and discounts are used to expand the market share. In the Decline stage, price reductions help to maintain sales.

What role does distribution play in the Growth stage?

In the Growth stage, expanding distribution is crucial. Companies work on securing new distributors, improving online sales channels, and reaching more customers through various delivery methods to ensure the product’s widespread availability.