PRODUCT LIFE CYCLE

Submitted by : Eman Rashed Mohamed

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PRODUCT LIFE CYCLES

Kotler, Ph. & Armstrong G. “Principles of Marketing” 11 Ed., Prentice Hall, 2005

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PRODUCT LIFE CYCLES

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MARKETING STRATEGIESINTRODUCTION STAGE

1- Increasing investment in the required marketing efforts to launch Dockers

2- Concentrated distribution in department stores and chains

supported by retail-based marketing, cooperative advertising, and sales promotion programs

3- The advertising challenge was to build product and brand awareness for Levi’s Dockers Through the multimedia channels

Rapid skimming: Products of which the market is not aware yet. Possibility to build brand preference, potential competition expected.

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sustaining growth while facing emerging competition

MARKETING STRATEGIES GROWTH STAGE

1-Seeking to retain its current customers base (baby boomers) while attracting new customers

2- Additional Promotion Activities (e.g. gift with purchase programs)

3- Enter new markets Dockers’ move into European markets

4- Enter new segments By Attracting a younger and more style-conscious breed of customer ( e.g. Dockers Authentics brand) 5-Emphasize product preference advertising Dockers to be seen as a way to be comfortable and casual in any setting

MATURITY STAGE

1-Dockers also expanded its product line with its women’s apparel collection, Dockers for her

2-Marketing a full line of clothing for boys, girls, kids under the Dockers brand

3-Licensing Agreements, Dockers Home collection4- Win Competition By launching wrinkle-free Dockers

5- E- Commerce

Longest and most challenging

MATURITY STAGE

7- Product modified, Dockers began to focus not just on

product design, but on adding new features to the material its clothes were made from (e.g. using antimicrobial technology )

Mobile pants that featured additional pockets for technological gadgets.

Product innovation, Never Iron pants “straight from the dry-cleaner”

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MARKETING STRATEGIESDECLINE STAGE

1- Lower product sourcing costs and lower inventory markdowns led to increase in gross profit

2- Improve financial performance

3- In 2005, Dockers introduced a new brand identity; logo, slogan, and advertising campaign that helped it stem the losses from previous fiscal year.

4- Dockers continued to innovate and adapt new styles to keep the product away from decline

Thank You