Product lifecycle

This article is about the stages of a product life cycle. For Product life cycle from an engineering
perspective, seeProduct life cycle management#Phases of product life cycle and corresponding
technologies. For Product life-cycle from a marketing perspective, see Product life-cycle.
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Product life cycle is a business technique that attempts to list the stages in the lifespan of
commercial/consumer products. 'Product Life cycle' (PLC) is used for determining the lifespan of
these products; such as the normal phases through which a product goes over its lifespan. A byproduct of this PLC information is Product Life cycle Management (PLM). This is the management of
the gathered PLC data to use in different aspects of the business.

Development[edit]
In the development stage, the product goes through testing and a prototype is developed. This is
after considerable market research to identify consumer needs and wants. If the product is deemed
commercially viable, then the product may be put into mass production and launched.
It is important to remember at this stage expenditure for the company is high. No income is being
received as there are zero sales. This is the first stage of the product cycle lifespan.
Introduction Introduction is the stage in which a new product is first made available in the market. In
the introduction stage, customers are few, competition is less, sales are low, risk is high and profits
are low or nil. There are heavy distribution and promotion expenses. This stage is full of risks and
uncertainties. prices are also high because(1) costs are high due to low level of output.(2)

technological problems in production may not have been solved, and(3) high profit margins are
required to support the heavy promotion expenditure. the product at the introduction stage requires
high activity in promotion.

Growth[edit]
If the product is popular with consumers, then sales will start to rise. It may be a rapid growth or a
slower one. Rapid growths that fall away just as quick are called 'Fads'. That process is known as
Growth.
Advertising is often still heavy at this point.

Maturity[edit]
Once the product is well established and consumers are satisfied, then the product is widely
accepted and growth slows down. Before long, however, a successful product in this phase will
come under pressure from competitors. The producer will have to start spending again in order to
defend the product's market position or introduce extension strategies.
It may only be in the Maturity stage where companies will receive a return on their original
expenditure and investment due to potentially high start up and development costs.
Saturation: At the very end of the Maturity stage, and where there is no further growth possible,
saturation occurs. This is also referred to as Saturation Point. This is when little or no advertising is
needed and sales are levelling off.this is the period of stability. during this period, the sales of the
product reaches the peak. there is a steady demand for the product and no possibility for growth.
However, at this stage other competitors also become popular and capture the market.

Decline[edit]
Sooner or later sales fall due to changes in consumer tastes or new choices available from
competitor's products.
Again, extension strategies may be open to the company to keep the product alive. The product can
be declined if there is no proper growth and the later stage which has been discussed above.