A product appeared on the market, keep a foothold, there will be its life cycle, and some stage the nature of existence.
1、 Awareness of the product life cycle:
From a marketing point of view, the product life cycle can be divided into: introduction stage, rising period, growth stage and mature period. The purpose of marketing courses, the product life cycle is divided in accordance with the import, growth, maturity and decline, we emphasize here is the marketing operation, it is divided into import, rising, growth and maturity of four periods in each period to achieve and use the extended form are not the same.
The product life cycle is not equivalent to the brand's life cycle. For example, a particular brand of a color TV, color TV life cycle is its use of time, color TV is broken, can not be used, its life cycle is coming to an end, this brand is still there, the brand's life cycle is still in operation.
2、 The main task of product promotion in the product life cycle:
Import of:
In the initial stage, it should provide as much as possible the introduction of the product features to consumers, so as to lay a solid foundation for future sales.
Period of rise:
Rise, with emphasis on the concept of cognition. Demand in the import stage, to make more consumers understand the products, when the demand reaches a certain size, it is necessary to emphasize the concept of the product, the concept itself is a selling point, while introducing the concept to instill brand awareness.
Growing:
Formative years, to emphasize the characteristics of the product, a product characteristic to distinguish it from other products, and left a deep impression to the consumer.
Maturity:
To maturity, the need to differentiate the product. The so-called segmentation is not the same as the needs of different groups of consumers with a product.
We can not say that the order to make rational products that Optimus Prime on the highway, we do a billboard, billboards to convey the brand. But the brand, it is not cognitive product features, we can not write its function and it can cure what disease Optimus Prime, and its true role should brand image, so every form of media, it has different forms, it can show the contents, there are limitations.
Product promotion, it is not only different concepts, but also at different times, we also have different forms of promotion, promotion methods, in different product life period, marketing purposes and means of the same, mainly reflected in the face of different consumer , at different times, the accepted method of the same.
An enterprise to enter the market, the market potential of enterprise products at the import stage, also possible that this product market is very mature, the products of other enterprises to the growth or maturity, while the companies are just naming a brand started production of products, then companies need to take advantage of promotions to consumer awareness of their products and brand.