Ciclo de vida del producto | Introducción, Crecimiento, Madurez y Declive

Conduce Tu Empresa

26 Dec 202008:03

Summary

TLDRThis video from 'Conducta de Empresa' delves into the product life cycle, detailing its stages: Introduction, Growth, Maturity, and Decline. It emphasizes the importance of strategic marketing efforts at each stage, from launching a product with a strong identity to diversifying offerings during growth and maintaining customer loyalty in maturity. The video also addresses the inevitable decline phase, suggesting strategies like price reductions and product modernization to prolong a product's marketability or to decide on discontinuation.

Takeaways

🌱 The product life cycle consists of four stages: Introduction, Growth, Maturity, and Decline.
🚀 In the Introduction stage, significant resources are allocated to create product identity and market entry, with slow sales growth.
💡 Launch campaigns are crucial for introducing new products to the market during the Introduction stage.
📈 The Growth stage is characterized by increased sales and the potential emergence of competitors, requiring product diversification and expanded distribution channels.
🛠️ Quality enhancement is key to consolidating market presence and improving market share during the Growth stage.
🏆 The Maturity stage sees the product reaching peak production and sales, with promotional efforts focused on maintaining market attention and sales.
💼 Strategies in Maturity involve product improvement, price adjustments, and customer loyalty programs to sustain sales and market share.
📉 Decline stage is marked by decreasing sales and product unattractiveness, where cost reduction and strategic pricing become critical.
🔄 Rejuvenation strategies such as modernization or finding new benefits can help extend the product's life or transition to a new product cycle.
⏹ Decline stage may necessitate product withdrawal for image preservation or when production is no longer profitable.

Q & A

What is the product life cycle?
-The product life cycle is a tool that helps identify and classify the stage at which a product is, similar to living beings, products are born, grow, develop, and die, completing a cycle of life.
Who is credited with the discovery of the product life cycle model?
-Theodore Levitt is credited with the discovery of the product life cycle model.
What are the four stages of the product life cycle?
-The four stages of the product life cycle are introduction, growth, maturity, and decline.
Why are launch campaigns crucial during the introduction stage of a product?
-Launch campaigns are crucial during the introduction stage to introduce the product to the market and create a recognizable product and brand identity.
What strategies can be used to enhance the introduction stage of a product?
-Strategies for the introduction stage include product quality assurance, product differentiation, and innovative product presentation to enter an unsaturated market.
Why is it important to diversify the product offerings during the growth stage?
-Diversifying product offerings during the growth stage is important to compete with potential competitors and to meet the increasing consumer demand.
What should a company focus on during the maturity stage to maintain market share?
-During the maturity stage, a company should focus on maintaining market attention, improving product quality and characteristics, and applying pricing strategies to keep sales stable.
What are some strategies to extend a product's presence in the maturity stage?
-Strategies to extend a product's presence in the maturity stage include improving product quality, adjusting pricing, offering added value to customers, and specializing to cater to diverse consumer preferences.
Why do sales typically decline during the decline stage of a product?
-Sales decline during the decline stage because the product loses its appeal to buyers, the market becomes saturated, or the company fails to reduce costs and maintain profitability.
What are the key decisions to make during the decline stage of a product's life cycle?
-During the decline stage, key decisions include applying pricing strategies before abandoning the product, finding new benefits to sell under the same product, modernizing the product, or deciding on its withdrawal.
How can a company signal the end of a product's life cycle without damaging its image?
-A company can signal the end of a product's life cycle by applying strategies such as modernization to refresh the product's appeal or by proactively withdrawing the product before it generates a negative image.

Outlines

00:00

🚀 Introduction to Product Life Cycle

This paragraph introduces the concept of the product life cycle, which includes stages such as introduction, growth, maturity, and decline. It emphasizes the importance of understanding these stages to manage products effectively. The video aims to educate viewers on the lifecycle to help develop successful organizations. The script discusses the reality of products appearing and disappearing from the market and how the product life cycle tool helps identify the stage a product is in. It mentions that the duration of each stage is uncertain and can vary greatly. The paragraph concludes by outlining the four main stages of the product life cycle.

05:03

🌱 Strategies for Product Introduction and Growth

The second paragraph delves into the first two stages of the product life cycle: introduction and growth. During the introduction phase, significant resources are allocated to create product and brand identity, as customers are not yet aware of the product. Sales are typically low, and growth is slow. Strategies for this phase include launch campaigns, ensuring product quality, product differentiation, and innovative product presentation. The growth phase, also known as the 'take-off' stage, sees the product in the market with the potential for competition. It's crucial to diversify the product offering and increase promotional efforts, distribution channels, and sales force to meet growing demand and consolidate market share.

📈 Maturity and Decline Strategies for Product Life Cycle

The third paragraph discusses the maturity and decline stages of the product life cycle. In the maturity stage, the product is well-established, and sales reach their peak. Companies focus on maintaining market share and attention through promotional strategies. Sales may plateau, and profits stabilize. To extend the product's maturity, strategies such as product improvement, pricing adjustments, customer loyalty programs, and market segmentation are suggested. The decline stage marks the product's loss of appeal and rapid sales decline, possibly due to market saturation or high production costs. Strategies for this phase include price reductions, advertising to highlight the opportunity to purchase at a lower cost, and deciding whether to relaunch or eliminate the product. The paragraph also touches on the idea of product modernization and the strategic withdrawal of a product to maintain a positive brand image.

Mindmap

Keywords

💡Product Life Cycle

The Product Life Cycle is a fundamental concept in marketing that describes the stages a product goes through from its introduction to the market until its eventual decline and withdrawal. In the video, the Product Life Cycle is central to understanding how products evolve over time. It is divided into four stages: Introduction, Growth, Maturity, and Decline. Each stage requires different marketing strategies to manage the product's success.

💡Introduction Stage

The Introduction Stage is the initial phase of the Product Life Cycle where a product is first launched into the market. It is characterized by low sales and slow growth as customers are not yet aware of the product. The video emphasizes the importance of a strong launch campaign to create product and brand identity during this stage. For instance, the script mentions the need for 'campaigns of launch' to introduce the product to the market effectively.

💡Growth Stage

The Growth Stage follows the Introduction Stage, where the product gains traction and sales increase. The video outlines the need for strategies such as diversifying the product offering with variants and complementary models to compete with emerging competitors. It also highlights the importance of increasing production to meet demand and expanding sales channels to capture a larger market share.

💡Maturity Stage

The Maturity Stage is when the product has reached its peak in terms of production and sales. The video discusses how sales tend to plateau and profits stabilize during this phase. Strategies such as product improvement, price adjustments, and customer loyalty programs are crucial to maintain market share and extend the product's life in this stage. The script references 'strategy of product' to improve current product qualities and 'strategy of prices' to adjust pricing for customer retention.

💡Decline Stage

The Decline Stage is the final phase of the Product Life Cycle where the product loses its appeal and sales decline rapidly. The video suggests strategies such as price reductions and promotional campaigns to clear inventory before discontinuing the product. It also mentions the possibility of product relaunch or withdrawal based on market conditions and profitability. The script refers to 'strategy of modernization' when the traditional product no longer attracts customers.

💡Launch Campaign

A Launch Campaign is a marketing effort to introduce a new product to the market. The video stresses the importance of a well-executed launch campaign during the Introduction Stage to create awareness and establish the product's identity. The script mentions that 'campaigns are vital' for introducing the product to the market, highlighting the role of effective launch campaigns in the product's success.

💡Product Quality

Product Quality refers to the standard of a product's features and its ability to meet customer expectations. In the video, ensuring product quality is highlighted as a strategy for the Introduction Stage to increase the product's durability, reliability, and safety. The script emphasizes that 'ensuring the quality of the product' is crucial for the product's longevity and customer satisfaction.

💡Product Differentiation

Product Differentiation is the process of distinguishing a product from its competitors by offering unique features or benefits. The video mentions that innovation leads to product differentiation, which is essential for entering a non-saturated market. The script discusses 'product differentiation' as a strategy to make the product stand out and attract customers.

💡Market Saturation

Market Saturation occurs when a market is flooded with similar products, leading to reduced demand and increased competition. The video discusses market saturation as a reason for the Decline Stage, where the product's appeal diminishes, and sales decline. The script refers to this concept when explaining the need for strategic decisions, such as relaunching or withdrawing the product.

💡Customer Loyalty

Customer Loyalty refers to the customer's consistent preference for a particular product or brand. The video highlights strategies for the Maturity Stage, such as offering added value and personalized treatment to build customer loyalty. The script mentions 'strategy of customer loyalty' to illustrate how businesses can retain customers and maintain market share.

💡Market Share

Market Share is the portion of the total market for a particular product or service that is controlled by a company or brand. The video discusses the importance of increasing market share during the Growth Stage by expanding sales channels and production. The script refers to 'market share' as a key metric for measuring the product's success and competitive position in the market.

Highlights

Introduction to the product life cycle stages: Introduction, Growth, Maturity, and Decline.

The product life cycle is a tool to identify and classify the stage a product is in.

The duration of each stage in the product life cycle is uncertain and can vary greatly.

Introduction stage requires a strong launch to introduce the product to the market.

During the introduction stage, significant resources are dedicated to creating a recognizable product identity.

Sales are typically low and growth slow in the introduction stage due to lack of customer awareness.

Strategies for the introduction stage include launch campaigns, product quality assurance, and product differentiation.

Growth stage is characterized by the product's presence in the market and the emergence of competitors.

It's important to diversify the offer with variants and complementary models during the growth stage.

Promotion should be more general, and sales channels should be increased in the growth stage.

Sales usually show constant growth in the growth stage as the product becomes more known.

Strategies for the growth stage include product variety, quality improvement, and increasing sales channels.

Maturity stage is when the product is consolidated, and production and sales peak.

Sales may fluctuate in the maturity stage as the company tries to maintain market share.

Promotion during maturity focuses on maintaining market attention to achieve expected sales.

Strategies for the maturity stage include product improvement, pricing strategy, and customer loyalty programs.

Decline stage is the final stage where the product loses attractiveness and sales drop quickly.

Decline can occur due to market saturation or the company's inability to reduce costs.

Strategies for the decline stage include price strategies, finding new benefits, modernization, and product withdrawal.

Key decision in the decline stage is to relaunch or eliminate the product.

The video encourages viewers to learn more about the topic by reading the article in the video description.

The video ends with a call to action for viewers to subscribe, like, and share the video on social media.