Product and brand life cycle management

Shared Practice: Product and Brand Life Cycle Management

Marketers often recognize that what is desirable at one time is not always equally desirable in another. Marketers of products are often concerned with the product life cycle (PLC). The PLC may be affected by many variables internal to the firm, its competitors, and external variables such as the economy. For example, at the height of the real estate market in many parts of the globe, there were new and innovative products for the owner-occupant, the investor, lenders, builders, and more. But when the recession took hold, many of these products were no longer in demand; thus, these products experienced a very short life cycle. Other products have enjoyed prolonged and even extended life cycles. Keep in mind the difference between a brand life cycle (e.g., Panasonic VHS player) and the product life cycle (e.g., VHS technology) because, often, the demand for the brand is reduced while the product category continues on.

For this Shared Practice, consider the impact of global markets, especially for large companies with resources. For example, although the General Motors (GM) Buick brand had a market share of 62.6 percent in 1980, by 2009 it was in the decline stage at less than 20 percent. This was primarily because the market demographic had aged and younger buyers ignored the brand in favor of brands with which they could identify. So, the product life cycle continued while the brand declined. Buick decided to re-position the brand in the United States for baby boomers and to make it the primary brand of GM in China. Today, the Buick brand is the number 1 selling U.S. brand in China, and its brand life cycle has been extended and will likely shift into the growth mode again (Helper & Henderson, 2014).

For this Shared Practice, also think about the discussion of product life cycle in the course text, the media on “Marketing and New Technologies,” and the Kvesic (2008) article, and reflect on products you have personally used.

Post by Day 5 the following:

  • Identify one product or brand that you think is in the growth stage of the PLC. Describe the product industry and provide support for your position.
  • Identify a product or brand that you think is in a mature or decline stage or beyond. Describe the product industry and provide support for your position.
  • Describe the impact of the product or brand’s life cycle on the role of marketing mix variables (product, price, promotion, and place/distribution). In other words, how do these variables change over the product or brand’s life cycle?

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
The price is based on these factors:
Academic level
Number of pages
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more

STAY HOME, SAVE LIVES. Order your essay today and save 20% with the discount code ATOM