width

length

depth

Correlation

Develop breadth

increase length

Enhance depth

Enhancing consistency

Eliminate product lines or product projects with small profits or even losses

Change the market positioning of the original product in whole or in part

Extend downward—add low-end product items to the high-end product line

Upward extension—adding high-end product items to the original product line

Two-way extension - after companies originally positioned in the mid-range product market grasp the market advantage, they extend to the upper and lower product lines.

Core Products

form product

Desired product

Extended products

potential products

Products that are frequently purchased or purchased at any time

During the selection process, customers must carefully weigh and compare products in terms of applicability, quality, price, style and other basic aspects.

Products with unique characteristics and brand marks

Products you don’t understand or don’t want to buy even if you understand them

Re-emergence after entering recession

After entering the mature stage, sales continue to reach new climaxes

It sells like hot cakes as soon as it goes on the market and disappears soon, waiting for the arrival of the next cycle.

Characteristics: ① Don’t understand the product, are unwilling to give up or change their past consumption behavior, have small sales volume and high unit costs ② Have not yet established ideal marketing channels and efficient distribution models ③ Difficult to determine high price and low price when making price decisions ④ Advertising expenses and other marketing expenses are relatively large ⑤ product technology and performance are not perfect enough ⑥ profits are small, or even operating losses occur, and the market risk is the largest

Quick grab strategy (large demand potential, eager to buy, potential competition) High price, high promotion, slow grab (the market is small, little competition, price is acceptable) High price, low promotion, quick penetration (unknown, potential competition is fierce, market capacity is large) , price-sensitive) Low price, high promotion, slow penetration (large market capacity, easy or already understood, price-sensitive) Low price, low penetration

① Already familiar with new products, sales volume is growing rapidly ② A large number of competitors have joined ③ The product has been finalized and the technology is relatively mature ④ An ideal marketing channel has been established ⑤ The market price tends to decline ⑥ Promotional expenses are basically stable but account for 30% of sales Decrease in ratio ⑦ Decrease in unit production cost and increase in profit

Core: Extend the growth period of the product as much as possible Strategy: Continuously improve product quality, strive to develop new styles and models of products, and increase new uses of products; strengthen promotion links, establish a strong product image, the main goal is to establish brand preference , to win new customers; re-evaluate channels and make decisions, consolidate original channels, add new sales channels, and open up new markets; choose the right time to adjust prices and win more customers.

Sales volume grew slowly and gradually reached its peak, then showed a downward trend; market demand became increasingly saturated and competition became extremely fierce; companies responded to competition and increased promotional expenses, resulting in a decrease in profits

① Market improvement strategy (expanding total demand) Develop new markets, seek new users, make customers use it more frequently, increase the amount of each use, and discover various new uses; ② Product improvement strategy, quality improvement, feature improvement, style improvement (maintain or expand the original market share Extend product life as much as possible)

Sales volume changed from a slow decline to a rapid decline, consumer interest shifted, and prices dropped to the lowest level. Most companies became unprofitable and exited the market. The remaining companies reduced incidental services and cut promotion budgets.

① Concentration strategy focuses resources on the most favorable market segments, the most effective sales channels, shortening the front line ② Maintenance strategy maintains the original market segments and marketing mix strategies, and maintains sales at a low level ③ Extraction strategy significantly reduces sales expense

Several related products in the same container, such as travel size

After the product is used up, the packaging can be used for other purposes

upheaval

Improved

Gradient