A termék életciklusa: mi ez, az 5 szakasz és példák

If you work with sales, knowing about the Product Life Cycle model is almost mandatory.

The model describes the stages a product goes through in its journey from creation to discontinuation.

Miért kell ezt tudnod?

Because products in different stages demand different strategies, be that for physical products or for services.

Do you think you can attract customers to a new product using the same actions used for products that have been on the market for years?

Best case scenario, it will be a wasted opportunity. At worst, a total failure.

To get to know the stages of the Product Life Cycle, examples, and how to employ this concept, don’t forget to read this article until the end!

Mi a termék életciklusa?

The Product Life Cycle is a management tool that makes it possible to analyze how a product behaves from its development to its withdrawal from the market, also considering its launch, growth, and sales maturity.

Olyan ez, mint egy termékút, vagy hogy a marketingben egy ismertebb példára, a vásárlói útra hivatkozzunk.

E koncepció mögött az az elme áll Theodore Levitt, a German economist who lived in the United States and worked in the celebrated Harvard Business School.

Levitt egy ötlépcsős modellt javasolt, amelyet Termék életciklusnak nevezett el.

A szakaszok a fejlődés, a bevezetés, a növekedés, az érettség és a hanyatlás.

Mielőtt mindegyiket elmagyaráznám, érdekes megérteni, miért gondolta Levitt hasznosnak ennek a modellnek a meghatározását.

Kutatásai során felfedezett valamit, ami kézenfekvőnek tűnik, de addig fel sem volt térképezve: egy termék tulajdonságai sokat változnak életciklusa során.

All the strategies around it need to consider the specific issues and characteristics of each of these stages.

Ez vonatkozik az értékesítésre és a marketingre, de a termékfejlesztésre és a menedzsment szférában történő döntéshozatalra is.

Például, mikor van a megfelelő pillanat a befektetésre, hogy egy termék robbanásszerűen felrobbanjon a piacon?

When is time to step on the brakes and maybe even replace an item that was very successful on another occasion?

Ezek azok a kérdések, amelyekre választ kaphat a termék életciklus-elemzésével.

A termék életciklusának 5 szakasza

Ideje alaposabban megvizsgálni a termék életciklus modelljét.

Now that we know the stages, we will see what are the characteristics of each of them, and also the best practices to elérje marketing céljait.

1. A termék életciklusának fejlesztési szakasza

Product development is always a very sensitive stage.

The project is still able to be iterated. You can have great expectations for it, but before the product starts generating revenue, you still need to improve your proposal, carry out tests, validate the hypotheses, and make necessary changes.

This stage is naturally integrated into the process of startup companies but is not restricted to them.

For example, an automobile manufacturer does not launch a new car without first having a consistent project and studying its insertion and acceptance in the market.

To present a real example, you might have seen the collection of leggings kutyáknak the Walkee Paws brand released at the end of 2018.

We can imagine that this launch was preceded by careful planning, which resulted in the shape of the pieces, the material used, and the patterns selected.

When a product is in development, it doesn’t require sales efforts, but promotion should already have begun.

Imagine the success potential of a marketing campaign from Walkee Paws announcing this novelty to dedicated dog lovers.

It could involve fun posts on social networks, generating curiosity and encouraging engagement.

Lehet, hogy vannak sajtóközlemények, billboards, or even interactive actions on the streets, among other types of marketing.

Az tény, hogy mindezt a vállalatnak már a fejlesztési szakaszban is figyelembe kell vennie.

2. Introduction Phase of the Product Life Cycle

The Walkee Paws example is about the introduction.

That’s when the product goes through all development stages and is considered ready to be launched in the market.

Every day we are introduced to new items in this stage of the cycle.

For big brands, TV is a choice for promotion.

Proof: you only need to turn on the TV for a few minutes to see ads for a new flavor of soda, a different motorcycle model, a smartphone that promises new and superior features, etc.

It is no accident that this stage of the Product Life Cycle is the one that demands the most marketing investment from the company.

In fact, it is not uncommon to get negative financial results at this stage, even if sales have already started.

This is also a result of the production costs related to product distribution.

To reduce the damage, it is imperative to define the target audience és a személy, amely az ideális vásárlói profilt képviseli termékei számára.

Ez a gyakorlat lehetővé teszi marketingbefektetéseinek optimalizálását, a megfelelő platformok használatával, hogy a legjobb üzenetet közvetítse, és pontosan a kívánt közönséget érje el.

A good practice is to bet on inbound marketing and, by means of relevant content, ensure the user discovers the company and what it offers

This strategy is also how potential consumers are persuaded to confirm sales.

3. A termék életciklusának növekedési szakasza

If the Product Life Cycle works as it should, the next step is the growth stage.

The main characteristics of this stage are scalable sales and the maintenance of the amounts invested in marketing.

It is not possible to predict precisely when it happens, because that depends a lot on the details of the product and the market it’s in.

But it is worth repeating: if you follow the plan correctly, you are likely to reach your goals even if it takes a while.

So don’t get discouraged before you get to the growth stage.

Your investments must continue, either because of expanding your participation in the market or keeping production/output up with your sales rates.

This applies to sales of anything from marketing services, to salespeople training, to physical products.

Many companies fail at this stage and their products’ sales decline without having ever experienced maturity.

You might remember a beer brand that made fun tv ads with a short and chubby actor with a mustache as the protagonist.

For a long time, it was one of the leading brands, and the advertisements generated comments in the only social network in existence back then: word-of-mouth.

The product is still in the market, and there is no news of changes to its formula, but it was swallowed by the strong competition that is peculiar to the industry.

Lower investment in marketing would certainly be high in a list of possible reasons for this change.

A tanulság tehát egyértelmű: ha egy termék növekedési stádiumban van, fontos, hogy legyen egy olyan stratégiánk, amely megtartja azt még akkor is, amikor új versenytársak kezdenek harcolni a közönségért.

4. A termék életciklusának lejárati szakasza

Maturity is the peak, the highest point of the Product Life Cycle.

It’s when the product reaches its maximum potential and sales stabilize.

Once the summit is reached, it is no longer possible to grow, but the company can act to avoid significant setbacks.

The challenge at this stage is to maintain good results over time.

There isn’t a simple way to make this happen.

All the famous brands that come to mind now are where they are today because they invested in this stage.

For example, Coca-Cola doesn’t leave the media even though it “doesn’t depend on marketing.” The company understands that brands are not forever, being subject to market instabilities and behavioral changes in the audience.

Imagine if a competitor developed a new soft drink and people discover that that flavor is essential for their weekend family lunches.

With no visibility, Coca-Cola would lose space in the market, and in that situation, possibly even its place as the leading brand.

5. A termék életciklusának visszautasítási szakasza

It’s interesting to even imagine the end of Coca-Cola, a company with over 100 years of existence and so much financial success.

But even Coca-Cola will end one day. Maybe not the company, but its main product.

This might take 100, 200, or even 1000 years. It’s impossible to predict.

But every product reaches the end and concludes its life cycle.

Amikor ez megtörténik, a vállalatnak fel kell ismernie a fájdalmas igazságot teljesítménymutatók and prepare a replacement product.

If everything contributes to the idea of discontinuing the product, investing heavily in marketing to try to revert the situation tends to be too dangerous.

It might work, of course. But what if it doesn’t?

The company as a whole, and not just the product, may be endangered.

Miért fontos a termék életciklusának megértése?

If you’ve made it this far, you hopefully understand the concept of Product Life Cycle and the characteristics of each of its stages.

You should also understand why it’s important to apply this model to your business.

To eliminate any questions, here are the main advantages and benefits of what adherence to the Product Life Cycle model can do:

• allow decision making with better support
• marketingbefektetések optimalizálása
• minősítse az értékesítési erőfeszítéseket
• nagyobb kontrollt biztosít az eredmények felett
• give better long term strategic planning
• jobb szervezést és folyamatmenedzsmentet kínálnak
• hosszabb élettartamot biztosítanak a termékeknek
• megfelelőbb felkészülést biztosítanak a versennyel szemben
• a piac vezetése megvalósítható céllá válik

A termék életciklusa csak a termékekre vonatkozik?

This is an interesting question about this tool.

If it were restricted to products, the audience who would be able to make use of it would be much smaller.

On one hand, the idea that the Product Life Cycle works better for physical products is correct considering its characteristics.

On the other hand, it’s possible to be creative and think about adaptations of the model.

Vegyünk példának egy nagy céget, amelynek leányvállalatai különböző városokban működnek.

Each one of these units may be considered a product when applying this Product Life Cycle model; all you have to do is analyze each one’s performance individually.

Another example is a company with many brands, each with their own products.

Ennek jobb megértéséhez vessen egy pillantást a Procter & Gamble-re , ahol látni fogja, hogy a cég több aktív márkával rendelkezik az USA piacán.

In which stage of the cycle is each of these brands?

Are they planning new brands that are currently in the development stage?

Befejezésül nézzünk egy másik példát.

A szolgáltatások helyettesíthetik a termékeket a Theodore Levitt által javasolt modellben?

Depending on the activity the company performs, this is perfectly possible.

Let’s think about a home renovation company, for example.

Építőipari szolgáltatások széles választékát kínálja, mint például padló- és csempe szerelés, festés, vakolás, elektromos és hidraulikus munkák elvégzése, falazás stb.

A Termékéletciklus módszer használatakor megtekintheti az egyes szolgáltatások életciklusát, hogy felmérje, milyen befektetést igényel az egyes szolgáltatások, és az egyes esetekben milyen megtérülési lehetőségek vannak.

Practical Examples of the Product Life Cycle

How does the Product Life Cycle work in practice, in real cases?

We are going to take a look at two cool examples: Havaianas and Coca-Cola.

A Havaianas termék életciklusa

• Fejlesztés: the traditional flip flops were inspired by Japanese sandals made of wood or straw; in Brazil, rubber was selected as the material because it was believed to have the most acceptance with the audience
• Bevezetés: deliberately or not, its introduction in the market was a great success with classes C, D, and E
• Növekedés: Havaianas flip flops were in the growth stage for most of their existence, eventually dominating over 90% of the market for flip flops
• Érettség: maturity only came in the ’90s, with new product design, aimed at a different audience, and great marketing investment, especially with the now-classic TV ads that were fun and always starred famous actors
• Elutasítása: up to this moment, there are no signs that Havaianas flip-flops may go through this stage in the short term

A Coca Cola termék életciklusa

• Fejlődés: very little is known about the development of Coca-Cola and how they created the mysterious formula
• Bevezetés: by 1886, the year of its foundation, the brand already seemed to have the right project
• Növekedés: less than ten years after its launch, Coca-Cola was already consumed in all the U.S. states
• Érettség: it’s impossible to say exactly when the brand reached maturity, but it’s safe to say that it has spent most of its history until now in this stage
• Elutasítása: since 2012, the net operating revenue of Coca-Cola has fluctuated towards decreasing; while a small decrease is within what’s expected for the maturity stage, investments in marketing and new products must continue

Termék életciklusa vs. BCG mátrix

A product is born, grows, declines, and dies.

Isn’t this model the same as that of the BCG mátrix?

If you thought of that, you were very astute.

A BCG Matrix egy másik csodálatos menedzsment eszköz, amelyet a Boston Consulting Group hozott létre (a modell a kezdőbetűikről kapta a nevét).

A BCG mátrix nagyon hasonlít a termék életciklusára, bár vannak különbségek.

Először is, öt helyett négy szakasz van: kérdőjel, csillag, pénzes tehén és kutya.

Másodszor: ezek a furcsa elnevezések a termék adott szakaszának sajátos jellemzőire vonatkoznak, és nem feltétlenül a teljes életciklust elemzik.

Össze vagy zavarodva? elmagyarázom.

Vessen egy pillantást az alábbi táblázatra:

A kérdőjelek olyan új termékek, amelyeknek még nincs piaca, de nagy növekedési potenciállal rendelkeznek.

A sztárok, ahogy a neve is mutatja, a csúcson vannak: jó bevételt generálnak.

A készpénzes tehenek a sztárok jövője: teljesítményük tetőzött, de hanyatlásuk várható.

A kutyák pedig problémát jelentenek: a sor végén található termékek, amelyek már nem fogynak jól, és nem valószínű, hogy visszanyerhetik a helyüket.

Általánosságban elmondható, hogy a kérdőjelek és a csillagok marketingbefektetést követelnek, a készpénzes tehenek már nem szorulnak befektetésre, és a kutyák még befektetéssel sem gyógyulnak meg.

Product Life Cycle Conclusion

By now you should understand the Product Life Cycle and the characteristics of each of its five stages. You also learned tips for creating an appropriate strategy for each of them, even if you’re a digitális marketingszakértő és nem árulsz fizikai árut.

If you need digital marketing help throughout any of the stages of Product Life Cycle model, let ügynökségünk tud.

Now it’s time to dedicate yourself to reach maturity and extend it for as long as possible.

Apropó, melyik szakaszban van a fő terméke? Hagyj megjegyzést és oszd meg a cikket!

Source: https://neilpatel.com/blog/product-life-cycle/