1. Can you name products that…..
Have just been introduced
Have established themselves in the market
Are going out of fashion?

2. Theme 1: Marketing & People
This theme enables students to understand how businesses identify opportunities and to explore how businesses focus on developing a competitive advantage through interacting with customers. Students develop an understanding of how businesses need to adapt their marketing to operate in a dynamic business environment. This theme also considers people, exploring how businesses recruit, train, organise and motivate employees, as well as the role of enterprising individuals and leaders.
1.3 Marketing mix and strategy
Subject content
1.3.5 Marketing strategy
What students need to learn:
a) The product life cycle
b) Extension strategies:
product
promotion
c) Boston Matrix and the product portfolio
d) Marketing strategies appropriate for different types of
market:
mass markets
niche markets
business to business (B2B) and business to
consumer (B2C) marketing
e) Consumer behaviour – how businesses develop
customer loyalty

3. Product Life Cycle Using the above headings… draw a PLC….
Development
Introduction
Growth
Maturity
Decline
Using the above headings… draw a PLC….
Sales Revenue
TIME

4. Product Portfolio Analysis
Product Life Cycle
What is the next step?

5. In pairs Include the following:
Produce a product life cycle for a product of your choice. Use the internet to see if you can find the timeline of the product.
Development
Introduction
Growth
Maturity
Decline
Extension strategy
Include the following:
What the company was spending money on at this stage
What else was happening in the market at that time
Why the product was growing/declining
What the business strategy might have been

6. Product Life Cycles Sales Time Effects of Extension Strategies
What happens here?
Sales
Effects of Extension
Strategies
Time

7. Types of extension strategies?