From launch to relaunch: the secret to product longevity lies in using the right strategy for each stage of the life cycle
Article Abstract:
Careful marketing can help a company to extend its products initial life span throughout the product life cycle, and can position some products for a successful relaunch. Marketers should be aware of the market opportunities during a product or service's inception, should be ready to fine tune the product during it's initial growth stage, and should be prepared for the mature stage, when sales begin to erode and competition from other products or services increases. A decision whether to drop or to relaunch a product or service should be made during its decline stage.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
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The perils of popularity: think your troubles will be over once your brand is a household word?
Article Abstract:
Leading brands are vulnerable to brand genericide when they become too popular and the public views them as symbolic of the category itself, such as Kleenex becoming synonomous with all facial tissues. To avoid such problem, marketers should make sure their brands stand for something more than product benefits, which can be easily copied. A focus on a brand's core values helps a company build relationships with its customers.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
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