Product Life Cycle

2431 Words10 Pages
1. Introduction

It has been well established that Product Life Cycle (PLC) concept has a significant impact upon business strategy and corporate performance. Since the term was first used by Levitt (1965 ) in an Harvard Business Review article “Exploit the Product Life Cycle” the concept has been widely accepted and applied by marketing practitioners all over the world.
The product life cycle concept is one of the most quoted and most frequently taught elements of marketing theory. According to Mercer (1993: 269) the influence of the product life cycle can be seen in other theories, from new product development, positioning & differentiation and portfolio analysis.

Since its adoption by marketing, the product life cycle (PLC) has
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This value addition can be through quality accredited globally recognized training programmes, training needs analysis at no cost or any other consultancy services required by the client. Further the clients or companies are not able to differentiate BIRD’s training solutions or products from others specifically on the basis of quality.

In other words, ‘BIRD’ needs to reexamine and reassess the following issues related to its training programmes -

1. It needs to critically analyze its current positioning & differentiating strategies for each of its broad training programmes or categories specifically which if they are in maturity stage. This should also to be done for the company as whole that is what brand image BIRD has and how do clients perceive it.

2 based on the analysis it needs to explore various repositioning & differentiation strategies for its range of training programmes to make it more effective in the long run.

3. It needs to establish whether the training market is mature or BIRD’s products are mature.

2.3 Understanding Positioning & Differentiation

Positioning is the aspect of the product or brand actively communicated to the target audience, specifically, its competitive advantage, values and imagery. It is strongly related to the perception and image of the product. When devising a positioning strategy for a product, marketers must establish a unique and distinctive image of that product in the mind
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