Product life cycle and extension strategies, the Boston Matrix, the Ansoff Matrix, branding, and developing a marketing plan and strategy.
The product life cycle
Most products pass through stages: development → introduction → growth → maturity → decline. Sales, profit and cash flow vary at each stage, so the marketing mix must adapt (e.g. heavy promotion at launch, price competition at maturity).
Extension strategies prolong the life cycle: new uses, new markets, repackaging, price changes, or product improvements.
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