Ms.

Sheamon Machado
 LEARNING OUTCOMES
• The Marketing Mix
• Development of a new product/Service
• Goods and Services
• Product Life Cycle
– Phases
– Extension Strategies
Design & produce Charge a price
high quality that is acceptable
products to consumers

Make products Let consumers

available in the know about
right place at the products through
right time promotion
IDEA GENERATION : Ideas for new products or services, improvements to products
or services that address a gap in the market.

ANALYSIS : Assess the list of product ideas and identify product ideas that are
marketable and suitable.

DEVELOPMENT : Producing samples, changes and modifications in product designs.

TEST MARKETING : Testing the product in a small section of the total market.

LAUNCH : National launch of the new product.

GOODS AND SERVICES
Product Life Cycle
 Product Life Cycle
Product Life Cycle – Level of sales at the different
stages through which a product passes over time.
Extension Strategies
Lengthening the life of a product before it
starts to decline.
Examples:
• Modifying the product
• Develop the product range
• Change the appearance or packaging
• Find new markets for the product
Analyse the benefits of using extension strategies to
Microsoft. (6)
Microsoft – Introducing new versions
Modifying the computer operating software
Attract new Customers
↑ Sales
↑ Profits

By using extension strategies – Microsoft can introduce new and

innovative computer software versions.
Microsoft – up to date & more appealing in the computer software
market.
Making it difficult for other software developers (e.g. Apple) to enter the
market.
↑Potential to make sales , increase market share
 PACKAGING
Factors that may influence the choice of packaging

Cost - effective Design Protection

Environment Information Convenience

Managing & Reviewing: The Product Life
BOSTON MATRIX
QUESTION & ANSWER SESSION