1. Products Decisions Product and Service Classification System
The Product Life Cycle
Introduction to product matrices
Boston Matrix (Growth/Share)
Ansoff’s Matrix (Product Market)

2. Product and Service Classification System
Convenience goods - little effort, relatively inexpensive
Shopping goods - e.g ‘white goods’, DIY equipment, more expensive, infrequent
Speciality goods - extensive search e.g Jewellery, gourmet food
Unsought goods - e.g. double glazing,

3. Industrial goods
Installations - ‘speciality’ goods of industrial markets - plant and machinery
Accessories - maintenance and office equipment
Raw materials
components
Business to business e.g. consultants, accountants

4. The life product cycle model
Development
Development
Growth
Growth
Maturity
Maturity
Decline
Decline
Few:
Few:
Growing adopters:
Growing adopters:
Growing selectivity
Growing selectivity
Saturation of
Saturation of
Drop-off
Drop-off
trial of
trial of
trial of
trial of
of purchase
of purchase
users
users
in usage
in usage
early
early
product/service
product/service
Repeat purchase
Repeat purchase
adopters
adopters
reliance
reliance
Entry of
Entry of
May be many
May be many
Fight to maintain
Fight to maintain
Exit of some
Exit of some
competitors
competitors
share
share
competitors
competitors

5. The Boston Matrix (Growth/Share Matrix)
Market Share
High
3. Question
Mark (Problem
Child)
1. Stars
Market
Growth
2. Cash Cows
4. Dogs
Low
High
Low

6. The Boston Matrix - Chocolate Bars
Market Share
High
Maverick
Miniature Heroes
FUSE
Market
Growth
KIT KAT
MARS BAR
TOPIC
BOUNTY
Low
High
Low

7. Ansoff’s Matrix (Product/Market Matrix)
Existing Markets
New Markets
Existing Products
Market Penetration
Market Development
Diversification
Product Development
New Products

8. Ansoff’s Matrix (Product/Market Matrix)
Existing Markets
New Markets
Existing Products
E.g. Realignments of the marketing mix
E.g. Geographical
expansion
Diversification -
related or unrelated
Same outlets and
sales strategy
- new product
New Products

9. Products Decisions Product and Service Classification System?
The Product Life Cycle stages?
Growth/Share?
Product Market?