Easy methods to use the Product Life Cycle (PLC) advertising and marketing mannequin



Learn the way you need to use the Product Life Cycle (PLC) advertising and marketing mannequin to venture modifications within the notion and use of your merchandise

The Product Life Cycle describes the levels of a product from launch to being discontinued. It’s a technique software that helps firms plan for brand spanking new product growth and refine current merchandise.

What are the levels of the Product Life Cycle?

  • Introduction
  • Progress
  • Maturity
  • Decline

New Product Improvement

The brand new product growth stage happens earlier than the product’s life-cycle begins, consisting of market analysis main as much as product launch. Therefore this stage can embrace:

  • Reviewing demand for merchandise
  • Assessing model notion
  • Competitor benchmarking
  • Understanding shoppers’ preferences and behaviours

What do the PLC levels imply?

The 4 levels are proven within the desk beneath, though decline could be averted by reinventing components of the product. It’s also acknowledged that some merchandise by no means transfer past the introduction section while others transfer by way of the life cycle a lot sooner than others.

The Product Lifecycle model

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Product advertising and marketing managers should introduce their new product whereas it is comparatively unknown and manufacturing is small. The worth is commonly increased as distribution is restricted and promotion is personalised.

At this level, it’s price returning to the notorious statistic that 95% of latest merchandise fail. So planning is vital. We advocate planning your new product launch utilizing the RACE planning framework.

Our advertising and marketing options for Enterprise Members helps outline the forms of communications, finest practices and optimization methods throughout the RACE planning framework that maximize your prospects’ and merchandise’ lifetime values.

Lifecycle Marketing Model


Congratulations – recognition on your product is rising! As your market share will increase, now’s the time to focus your RACE goals on market penetration and growth –  resembling speaking product advantages and constructing the model.

Since your product is being purchased in higher numbers and, with quantity, the worth is declining and earnings improve. When upscaling any enterprise, keep in mind the sensible implications for useful resource, sumarized by Lilach Bullock in her weblog weblog 4 important components of a scalable enterprise:

Scale too rapidly and you’ll undergo from not being ready. Scale slowly or inconsistently and you could get caught with staff you employed that you just don’t want anymore. Total, you’ll want to make sure that the speed of your development doesn’t harm you in the long term.

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The product competes with alternate options and its pricing drops. Distribution turns into intense (it’s out there all over the place) and promotion focuses on the variations to opponents’ merchandise.

When managing differentiation technique, DRIP is one other advertising and marketing mannequin featured in our important advertising and marketing fashions information. DRIP is an acronym for differentiate, reinforce, inform and persuade.

DRIP marketing model


Reaching the tip of its life, the product faces fewer opponents. The worth could rise and distribution has develop into selective as some distributors have dropped the product. Promotion goals to remind prospects of its existence.

You may learn extra about every stage of the Product Life Cycle in our free important advertising and marketing fashions information. 1,000s of Good Insights members are utilising our free assets to enhance their abilities and information of selling technique. Get began at this time.

How can I exploit this advertising and marketing mannequin?

When reviewing your small business you’ll want to perceive which stage your services or products have reached throughout your portfolio of all merchandise which could be assessed when it comes to market share and development utilizing the BCG matrix mannequin. Reviewing the product of portfolio permits entrepreneurs to plan for brand spanking new merchandise, reinvent current merchandise or discontinue merchandise which are in critical decline.

You may as well relate digital advertising and marketing services and products to the favored diffusion of innovation mannequin hype cycles.

An instance of the Product Life Cycle mannequin

This instance exhibits how the yoghurt product class has moved by way of the product life cycle by remixing components of the advertising and marketing combine. Examples of levels and the way PLC advanced are:


  • Yoghurt out there in well being meals shops
  • Useful and plain packaging
  • Promoted as a well being meals


  • Yoghurt out there in grocery store chiller cupboards
  • Packaging will get a makeover
  • New flavours launched (e.g. strawberry and vanilla)


  • Product re-invented with added fruit/muesli/chocolate
  • Packaging modifications into completely different sizes and styles
  • Promoted as a enjoyable snack or luxurious deal with


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Easy methods to prolong the Product Life Cycle

There are a number of methods you need to use to aim to increase the life cycle of your product and stave off decline with out radically altering your product.


The construction of your promoting and bodily look of your product ought to at all times be thought-about. Who’s it concentrating on? How do you consult with the product? Tweaking your messages and packaging and aiming them at completely different demographics can reinvigorate your product or model. Among the best examples of that is Greenback Shave Membership’s video advert that offered its grooming product supply service in a brand new, humorous gentle. So far, the video has almost 30 million views and sparked 12,000 orders within the two days following their video being posted.


You may as well assess your product options and the worth level they’re being supplied at. You may then select to both decrease your value for a similar product, in an try and lengthen its enchantment by rising its sense of worth, or you possibly can add new options the product to re-energize its place in your trade. A standard instance of that is the numerous iterations of laptops you see launched by a model. Massive modifications are marked by new product names (e.g. Lenovo YOGA laptops) whereas spec upgrades are labelled ‘generations’. The extra generations of a product, the cheaper older generations develop into as they’re seen as ‘worth’ choices.

A tip is to assessment buyer suggestions repeatedly, to make sure your merchandise don’t attain the tip of their shelf life, perform common buyer surveys. Get suggestions and discover out what works, what doesn’t and why.

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New markets/platforms

To maximise your product’s longevity, you need to at all times discover prospects of launching your product in new markets or on new platforms. Netflix remodeled itself from a DVD supply service into one of many largest video streaming platforms on this planet. Launching its streaming service within the US in 2007, it began to develop into different markets with Canada in 2010, then South American international locations resembling Brazil, Argentina, and Paraguay. Reputation continued to develop, and Netflix expanded into Europe in 2012. In the present day they boast 167 million subscribers.

As know-how evolves, so do the platforms you might have out there on your merchandise. In the event you discover methods on your merchandise to stay versatile of their distribution, you possibly can lengthen their life-cycle for years.


Nintendo has been on the forefront of extending the lifespan of their video games by repeatedly using the altering platforms and know-how out there to them. A number of video games initially launched within the Nineteen Eighties and out there on cartridges have been re-released a number of occasions to increase their lifespan:

  • Early-2000s: Video games launched on GameBoy Advance, with the brand new enchantment of portability (akin to moveable music units like Walkman)
  • Late-2000s: Video games launched on the Wii Digital Console, with the brand new enchantment of forming a non-physical assortment on one machine (akin to the rise of digital downloads of movies)
  • 2010s: These video games have now been made out there on their Swap console as a subscription product (akin to Netflix and different on-demand providers)
  • 2019 noticed the discharge of the Nintendo Swap Lite: This slinkier, lighter machine will not hook as much as your TV however it does provide the comfort of handheld on-the-go  gaming.Nintendo Switch Lite

What else must you contemplate?

If product gross sales are declining, you’ll want to know why. Merchandise transfer into decline attributable to improved provides from opponents, modifications in behaviour or as a result of there is no such thing as a longer a necessity for the product.

For instance, throughout Morocco, there are long-established ‘Ecrivains Publics’ or individuals who learn your mail and write the responses. If the literacy ranges within the nation proceed to enhance (at the moment round 70%, from 60% ten years in the past) this service will transfer into speedy decline. The Ecrivians might want to develop their worth proposition, or develop their market.

Furthermore, product advertising and marketing managers want to remain updated with the most recent sector improvements with a view to evolve their product’s lifecycle and keep away from decline. Assets like our Advertising know-how and media innovation information, Monetary providers advertising and marketing tendencies information, and others in our sector know-how innovation toolkit will allow you to assessment developments in your sector and make insight-driven selections. Discover out extra.



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