Pricing - Erukhimovich IL

6.2. The dependence of the marketing strategy of the stage of the product life cycle

Each stage corresponds to a certain strategy ZHTST producers.

From the inception of the idea about the product and to launch it in the production of great significance and meaning of the work of marketing service of the enterprise consists in the fact that continually feed the promotion of goods to various market information.

So the idea to the product. What, then, should be the first steps in marketing? First of all, the market analysis for the purpose of finding answers to these questions: Do I need a product to the consumer, and how the market will accept it? If the answer is positive, begins embodiment of ideas in the preliminary design. At this stage it is important to ZHTST awareness of the truth: "Do not try to sell something that you can do, and do what you can sell." And no matter how painful it is for the researcher, it must be intellectually mobile.

After approval of the goods begins stage of implementing it on the market. Strategic and tactical objectives of the enterprise (company) are in the formation of the demand for goods, which is directly dependent on the level of prices. You can set high "prestigious" price, the buyer focusing on the novelty and utility of a particular product for him. Perhaps the establishment of the lowest possible prices to accelerate sales and expanding market segment.

With the help of marketing to solve such problems: how best to convey to potential buyers of a product claim; What distribution channels to use for its implementation; how to choose the optimal time-to-market; how to anticipate the behavior of variants competitors.

If this phase is proceeding normally, the very increase in demand for goods leads to an increase in sales volume and market share controlled by the manufacturer. The enterprise (company) is beneficial to extend this stage. This means that all efforts should be made to extend the increase in sales volume.

In order to maximize the stretch period of rapid market expansion, the company can use several strategic approaches:

• improve the quality of the new product, give it additional properties, to release its new models;

• penetrate into market segments;

• use of new distribution channels;

• reorient part of advertising to spread product awareness to encourage its acquisition;

• timely manner to reduce prices in order to attract additional quantity buyers.

All of these approaches can be combined into three areas: market modification, product modification, the modification of the marketing mix.

Modification of the market is looking for new market segments and new users in order to increase sales of existing goods. At the same time find ways to encourage greater consumption of the goods existing customers. For example, the repositioning of the goods so that it was more attractive to the rapidly growing and a larger segment of the market.

Product modification is that the commodity producer may modify the characteristics of its products (quality, characteristics or external design), in order to attract new customers and intensify consumption.

The strategy aims to improve the quality of the goods - to improve its functional characteristics such as durability, reliability, speed, taste. This approach is effective in the following cases:

• If the quality of the product lends itself to improvement;

• when buyers believe claims about improving the quality of goods;

• if a large number of customers want to improve the quality of the goods.

The strategy aims to improve product properties - give it new features that make it more versatile, safe and convenient.

The strategy aims to improve the appearance design product - to increase its attractiveness.

Modification of the marketing mix is that the enterprise (company) among others should seek to promote sales with the help of one or more elements of the marketing mix. To attract new customers and luring competitors customers can reduce the price, try to develop a more effective advertising, use active sales promotion techniques (for example, the conclusion of preferential deals with vendors, issue coupons that give the right to a small discount to the price, distribution of souvenirs, competitions, fairs , lotteries). You can use more capacious market channels, especially if they are experiencing a period of increased sales, or offer customers new or improved services.

On the stage of maturity the manufacturer takes full advantage of the methods of price competition, strengthen promotional activities, focusing on the mass buyer-conservative. We must look for additional new product markets and new customers.

Saving its goods nomenclature, which entered into recession stage (aging) can be extremely unprofitable for the company. This product can take too long: it often requires adjustment of prices and the revaluation of inventories. Its cost of production is high, as it requires advertising, sellers and attention, and money and effort, perhaps it would be better spent on the organization of production of new, more profitable products. The fact of reducing the success of this product may cause confusion among consumers with respect to commodity producers as a whole. But the biggest trouble maker can expect in the future: "decrepit" goods, not timely removed from production, interfere top energetic quest to replace them. Such goods undermine the profitability of today and weaken the position of producers in the future.

In view of the enterprise should pay more attention to their goods in the last stage of life: first of all necessary to identify the goods, entered into recession stage, regularly analyzing the performance of their sales, market share, level of costs and profitability. The next step - the search option of extending product life (Fig. 10).

Methods for extending the product cycle zhiznennlgl

Fig. 10. A method of extending the product life cycle

You can try to extend the life of aging product with the help of intense advertising, change its packaging, flexibility of prices, sales system restructuring.

You can rely on the commitment to the product consumer goods doprodavat and "squeeze out" the rest of the profit, dramatically reducing the cost of production and marketing.

You can stop the release of the goods, to remove it from sale. But we should not hurry. You must first withdraw from the market the most unmarketable species of this product in order to better show the remaining winning product.

The main characteristics of each stage, and the response ZHTST manufacturers are listed in Table. 2.

table 2

Characteristic phases ZHTST and key strategic efforts producers

Accounting ZHTST allows to evaluate the competitiveness of the commodity in the dynamics, which is especially important in the development of products, unparalleled and innovative products.

If you plan to start the development of a product, you must first of all find out at what stage of the life cycle locat

Stage

Stage

Stage

Stage

Index

elimination

increase

maturity

downturn

To the market

sales

CHARACTERISTIC

marketing

Weak

rapidly growing

Slowly growing

Falling

Profit

An insignificant

maximum

Leaning

Low or zero

Consumers

Fans of the new

Mass market

Mass market

laggards

Number of competitors

small

Constantly increasing

great

decreasing

RESPONSE OF

The main strategic focus

market development

The penetration depth of the market

Defending market share

Increased profitability

Distribution of goods

Uneven

intensive

intensive

Selective

Price

high

slightly lower

Lowest

increasing

Product

The basic version

Improved

Differentiated

increased profitability

dyatsya its analogues already on the market. By engaging in the production of goods, which came into maturity stage, you can be on the market at a time when the recession will demand.

On the other hand, correctly determine the stage of increasing sales of goods analog, can miss the opportunity to increase sales of their goods.

Such "pitfalls" a lot, and they need to get correct given the dynamics and duration ZHTST.

Another serious mistake is to ignore the life cycle of the development strategy of the update range of enterprise products. We can not allow sales following the geometry of the life cycle curve is significantly reduced. This means loss of profitability.

It is necessary to maintain sales at a certain fairly stable. To do this, ensure implementation and increased sales of modified or new product developed by the researchers before the recession of the original product. In order to achieve stability in sales, the development of a new product should be started before the previous product will enter a stage of maturity. Otherwise forever be missed time and competitive goods.

The well-being of the enterprise reliably ensured only when the life stages of different products manufactured by them overlap. This means that even before the moment of saturation of the market with one item on it to be introduced is the next new goods. time appearance of the gap between the stages often leads to the loss of the company's position in the market, reducing its economic performance and even the possibility of bankruptcy.