Meaning & Introduction

Product Life Cycle (PLC) is a marketing concept that describes the stages a product goes through from its introduction to its decline. It typically consists of four main phases: Introduction, where the product is launched and awareness is built; Growth, marked by increasing sales and market acceptance; Maturity, where sales stabilize and competition intensifies; and Decline, characterized by decreasing sales as consumer preferences shift. 

Product Life Cycle Stages

1. Introduction Stage

Introduction stage marks the launch of a new product into the market, following its development. This phase begins when the product is first made available for purchase. During this period, sales growth is often slow as the market takes time to adapt to the new offering. For instance, products like frozen foods and HDTVs may remain in this stage for several years before entering a phase of rapid growth.

Profits during the introduction stage are typically negative or low due to high initial costs associated with distribution and promotion. Companies must invest heavily to attract distributors and build inventory while also spending significantly on advertising to raise consumer awareness and encourage trial. The focus here is on reaching early adopters who are most inclined to buy.

A successful launch strategy aligned with the product’s intended positioning is critical. The primary goal during this stage is to create product awareness and encourage trial. Since the market may not be ready for advanced features or refinements, companies often produce basic versions of the product. Cost-plus pricing is commonly used to recover development costs. Selective distribution helps focus efforts on key distributors, and advertising aims to build awareness among innovators. Heavy sales promotions are essential to stimulate trial among potential customers.

2. Growth Stage

Growth stage is characterized by a significant increase in sales as early adopters continue to purchase the product, attracting later buyers influenced by positive word-of-mouth. This growth phase also invites competition, prompting new entrants to the market, which leads to increased distribution and sales as resellers build inventory. Because promotion costs are spread over a larger volume and manufacturing costs decrease, profits typically rise during this stage.

The main objective during the growth stage is to maximize market share. To sustain rapid growth, companies can enhance product quality and introduce new features or models. Expanding into new market segments and distribution channels is also a strategy to capitalize on the growing demand. Pricing strategies may involve maintaining or lowering prices to penetrate the market effectively. Promotion efforts shift from building awareness to fostering conviction and encouraging purchases.

Strategically, the growth stage exemplifies the interconnectedness of product life cycle strategies, as companies must balance the pursuit of high market share with the need for current profits. Investments in product improvements and promotional efforts can solidify a dominant market position, even if it means sacrificing immediate profits for future gains.

3. Maturity Stage

Maturity stage sees sales growth slow or plateau after reaching a peak, often due to market saturation. This phase tends to last longer than the previous stages and poses significant challenges for marketing management. Many products on the market are in this maturity phase.

Sales growth decelerates as competition intensifies, with multiple producers vying for market share. As competitors lower prices, increase advertising, and ramp up product development budgets to innovate, profit margins may decline. Weaker competitors may exit the market, leaving only established firms. 

The primary goal in the maturity stage is to maximize profit while defending market share. To achieve this, companies can modify the market, product, or marketing mix. Modifying the market involves seeking new users and segments, while modifying the product may include enhancing characteristics like quality or features. Additionally, changes in the marketing mix, such as price adjustments or improved advertising, can help sustain sales.

Successful products in this stage often undergo continuous adaptations to meet evolving consumer needs, emphasizing that proactive strategies are essential for defending a mature product.

4. Decline Stage

Decline stage is when a product experiences a reduction in sales. This decline can occur slowly or rapidly, depending on factors like technological advancements, shifts in consumer preferences, or increased competition. Sales may drop significantly or stabilize at a lower level for an extended period.

Recognizing and managing declining products is crucial, as carrying a weak product can incur hidden costs, including resource allocation and reduced management focus on more profitable products. Companies must select appropriate strategies during this stage, deciding whether to maintain, harvest, or discontinue the product.

The primary objective in the decline stage is to reduce expenditures. Strategies include cutting prices, selectively distributing through profitable channels, and minimizing advertising and promotions to retain loyal customers. If a company opts to maintain the product, it may seek to reposition or reinvigorate it to re-enter the growth stage. Conversely, harvesting involves reducing costs while maximizing short-term profits, and dropping the product could mean selling it to another firm or liquidating it.