Mature product marketing
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rajdeep-chatterjee -
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this deck contains slides i used to take a class on mature product marketing at International Management Institute New Delhi...it covers mature product, mature brand and have taken it thru a theme of movies and movie celebs as products and brands
Transcript of Mature product marketing
Mature Product Marketing
@rajdeepc
#Product #Brand #Marketing
Portfolio
Every Product has a specific Role in the Portfolio
BCG Share Growth Matrix
Products
Mar
kets
Current New
Cu
rren
t
New
Market Penetration
Market Development
Product Development
Diversification
Ansoff matrix
Assigning resources
Product category life cycle curve
How do you recognize a mature product
Slow Growth
High market penetration
Established Market Share Positions
Incremental Innovation
Most Profitable Stage
Mature brand
Familiarity
Share of relationships
Power over distribution channels
Share of partnerships
Ingrained habits
Strong supplier relationship
However…
Renewed growth cycles
ReVival
Defend market position
Offer replacements & add-ons to current market
Maximize profits to throw off cash
Fund emerging and revival products
Enter a growth category or market
The big 5 of mature product marketing
Revitalization strategy
Milking Strategy
Products have life cycle, brands don't
Thank you!
