1. Life Cycle & Built in obsolescence
AQA Graphic Products

2. Product Lifecycle
There are four main stages in the life cycle of a graphic product:
introduction and evolution
growth
maturity
decline.
AQA GCSE Design and Technology: graphic products

3. Product Lifecycle Graph

4. Product Lifecycle
The actual life cycle of a product is not really a smooth line as shown, but is subject to fluctuations which can be difficult to interpret accurately. Analysing the product life cycle can help to forecast movement and aid strategies for the manufacturer. Weak points can be identified and targeted for improvement.

5. Introduction (and evolution)
The introduction and evolution of a product are often the most challenging time when the concept becomes a reality. The product starts to move from the idea, which is possibly as a solution to a problem, and gradually evolves into a viable proposition. During this period, patents and trademarks are obtained, prototypes are made, materials sourced, fabrication begins and, most importantly, quality standards are established.

6. At this stage, the marketing costs are high and advertising is essential to introduce the product to the market. This is also the time of greatest risk and opportunity. Some products will not make a profit at this stage, and finance can be a problem.

7. Growth
Growth comes about as a result of rapid sales and an increase in demand. The market share is improving, and the areas of demand are clear and need to be addressed. There will be strong competition from other manufacturers, and this may influence pricing or the support services to the product.

8. Maturity As the product gains maturity, competition will be greatest.
Pricing, emphasising product differences, the distribution network and the range of the audience will be critical to keeping competitors at bay.
Continued growth can be dependent on uncontrollable factors such as economic change, technological breakthrough, fashion or social influences.

9. Decline
Most products have a period of decline and replacement. To extend the life of the product, new features are often added and loyal customers targeted for sales. Now is the time to reduce costs on advertising and market support, perhaps even to sell the product line to someone else.

10. Product Lifecycle Graph

11. Built in obsolescence Built in obsolescence:
is a product designed with a pre-determined life span. This is not always an ecologically good thing as more resources are required to replace the product. However, it can be economically sound from the retailer’s perspective.
Environmental issues are rightly becoming more important as a consideration in the design process.
Don’t forget it includes:
the extraction of the raw materials
the energy used in the manufacturing process
the implication of the use and disposal of the product.

12. Key Point
Always try to give an example when describing products or applications.

13. Exam Question

14. Questions
1. What do you understand by the term Product Lifecycle? Use the example of a greetings card to support your answer [8]
2. What is meant by the term throw away society? Give an example to support your answer [3]
3. Why do some products have a lifecycle built into them? [3]

15. Answer 1
What do you understand by the term Product Lifecycle? Use the example of a greetings card to support your answer
Introduction, evolution, growth, maturity, decline and replacement. Manufacturer needs to know where a product is in its lifecycle so that they are ready to launch another product or develop another version of the same product. Products generally make more money in the early stages etc
A fully detailed and comprehensive response that includes details of most of the examples below. The answer is well-structured, with good use of appropriate design & technology terminology and showing a good grasp of grammar, punctuation and spelling. [7-8]

16. Answer 2
What is meant by the term throw away society? Give an example to support your answer
Throw away society - products designed to be disposed of instead of reused or maintained. Mass produced products.
Good understanding [3]
Some understanding [2]
Limited understanding [1]
No attempt or confused [0]

17. Answer 3
Why do some products have a lifecycle built into them?
Built in product lifecycle-planned obsolescence, product designed to fail, to be replaced or become out dated, fashion / trends, technological advancements, consumer power etc. Do not accept shelf life or sell by date.
Good understanding [3]
Some understanding [2]
Limited understanding [1]
No attempt or confused [0]