Characteristics of Mature and Growing markets University Student University of the People Abstract Every product or service in the market place follows a defined life cycle. This is the introduction of the product to the market, the growth phase where more and more consumers buy the product and the maturity phase. This are the phases of active consumption of products and services. During the growth phase, there is exponential increase in sales and competition starts setting in as a result. Prices will tend to remain constant or decline to penetrate the market. More advertisements and distribution channels are put in place. At maturity, this is where competition is stiff and very few new consumers enters the market place. Prices …show more content…
It is also difficult and or expensive to reach the non-buyers. This implies that any attempt to reach the non-buyers would involve use of lots of funds to get them and still they may not respond to the adverts. Additionally, the consumers in mature markets are sophisticated and well versed with product features and their benefits. Stark and Stewart (2017) states that customers’ needs don’t appear to be rapidly evolving. Based on your answer to #1, how are the decisions on price, advertising, and distribution channels different for the two brand managers? In growing a market, we noted that the consumers are more knowledgeable about the products and they begin to exert pressure on price to come down or remain relatively constant without increasing. In most cases, prices remain constant or may decrease to penetrate the market. This is supported by the influx of suppliers of the same or related goods and services. The consumers can switch between suppliers depending on price offered. Increase in competition precipitates creation of more distribution outlets or channels. The suppliers want to reach the consumers at their door steps. In this case, suppliers will appoint distributors, agents and foot soldiers to promote the sales. Sales promotion costs are spread over large volume of sales hence decreasing costs. This is economies of scale and it leads to high profits. Advertisement is either maintained or increased. Some advertising is shifted from creation of awareness about the product or service to building product or service conviction and
The promotionPromotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The pace and creativity of some promotional activities are almost alien to normal business activities.The cost associated with promotion or advertising goods and services often represents a size-able proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.
Accordingly, to reach the scale of revenue required would mean increasing the number of transactions per month a few folds from 2,000 to 8,000 transactions. Moreover this would require not only increase in the marketing of the existing 2,000 products listed on the store, but a significant increase in the breadth of product offerings. If the number of vendors was not going to increase the current process might continue be manageable, nevertheless one of the Store’s strategies is to limit the number of products from each vendor to only 20, hence requiring an increase in the number of vendors fourfold which is relative to the increase in revenue.
Numerous of announcements these days make the buyers feel like they have an amorous relationship with a products, and that the imaginary promise of advertising will always leaves them hungry for more. They can never be contented, because the purchase they love cannot love them back.
In order to acquire the market share in any segment, the company uses penetration pricing strategy aimed at increasing the number of consumers in an area. Apart from increasing the sales of the company, this strategy helps in increasing demand for the produce hence a positive result in productivity. In addition, the company uses promotional pricing strategy aimed at increasing the market share at the expense of the competitors (Ferrell & Hartline, 2011).
1. Describe the main challenges faced by brand managers Marcilie Smith Boyle and Allison Warren. Of what relevant trends should they be aware?
Next, you discover that there is a great difference in the number of orders placed by customers in
Sometimes it’s not so important that your product fits the exact needs of the segment you target; rather, it’s vital that customers perceive that you do, even if it’s not true. In order to achieve this, the proper amount of advertising and sending the appropriate message are both vital.
Revenue growth through competitive pricing, better distribution channels and greater understanding of customers and their needs
Competition within the industry as well as market supply and demand conditions set the price of products sold.
Next, you discover that there is a great difference in the number of orders placed by customers in
Buyers are bombarded by marketing messages at every turn, and they have become quite adept at ignoring them. Marketing professionals have learned that they must engage buyers and build relationships if they want their messages to get through.
This period is characterized by a growth in sales of the product with a favorable word of mouth that brings new customers. New competitors are also entering the market, attracted by the possibilities of development (which may even be beneficial for the product).
Product lifecycle is the stages a product passes through from when it is developed till its decline. First an extensive market research is carried out to determine whether there exists a need or want of the consumers for the product being developed and then a prototype is developed to determine the appearance, weight etc of the product. It is to be noted that there are no sales at this moment and no income is being received. Once the aspects of this stage are covered then the production is started and it is launched into the market. There are few sales at the starting point because very few potential consumers are aware of its existence and the company is using informative advertisement to make the potential consumers aware of the product. The price charged may be low for a new product to capture market share from its competitors or in some cases it may be high if the product is targeting the upper middle class or upper class because consumers perceive high price as the product being of high quality. Then after the product awareness is developed in market then the product moves to the growth stage. This is the stage when product sales rise very quickly and a lot of persuasive as well as some informative advertisement expenditure is done to maintain high sales. Once the product is well established and widely satisfied the consumers’ sales then begin to slow down and become stagnant at some point. New competitors begin to
Different tactics have proven over the years to draw consumers in. These tactics have proven that there is not a bright future for mass marketing. The idea behind successful marketing now, is to not tell someone that a product will make them happy, but it is about showing them how a product will make them happy. An example of how this shift in marketing has occurred is with what Samsung did for its’ customers at random airports. Samsung didn’t put up giant billboards and come up with a catchy song to draw any and every person to their product, they instead targeted those who
Marketing cost analysis is another important tool of marketing control. In recent years, business firms all over the world have experienced steep escalations in their marketing and distribution costs. They have found, to their dismay, that increased sales do not necessarily bring them increased profits. Containing marketing and distribution costs has