7.1 Product Lifecycle Management
7.1.1 Product Life Cycle Introduction
stage
Develop
Introduction Introduction
Growth Growth
Mature Maturity
Decline Decline
Shorter life cycle
Customers demand more
Competition
Changes in technology continues to progress
Increased globalization of exchanges
7.1.2 Product Lifecycle Management
The introduction stage
Product: brand building and quality standards, and patent and trademark protection
Pricing
Penetration pricing Penetration Pricing
Skimming pricing Skim Pricing
Distributor: careful choice of channels
Promotions: targeting early adopters, through effective communication so that customers understand the product, user education early
growing phase
Product: maintaining quality, increase product features and services
Pricing: to maintain pricing,
Distribution: With the increase in demand and increases with the number of customers
Promotions: targeting a more extensive customer base outside
Maturity
Product: increase product characteristics, separated by differentiation with competitors
Pricing: Due to competition, the price may be reduced
Distribution: Distribution strengthen and expand opportunities for customers to buy
Promotion: differentiation and increased emphasis on new product features
Recession
Maintenance products, by adding new features and discover new users to reposition products
Reduce the cost of harvesting products,
7.1.3 The impact of the product life cycle and product portfolio
For companies, new products
Product line extension
Reduce costs
Product Improvement
Preliminary introduction of new products to make up for losses caused by the decline of the product
7.1.4 critical stage of product introduction, Crossing the Chasm
Technology Acceptance Life Cycle
innovator
Early adopters + Crossing the Chasm
Early majority
Late majority
Laggard
Case 7.1.5 new path and embarked on the market
What to sell, competition lies in cost and differentiation
A statement of how the value proposition Value proposition products deliver value to potential customers on which dimension, brief and clear value of nature is rooted in a trade-off between the benefits to customers new products and get customers to pay the price
To whom to sell products
How to: product promotion where
Promotional programs consistent with the target market
Focus on the decision makers in contact with the target market
You know where to get information from decision makers
Internet promotion types include word of mouth social media, public relations trade show product demonstrations print TV
Where How-to-market
Beachhead market segmentation strategy chosen as the venue for the most promising products to market first, and then based on the success of the product on the market, continue to inject into other markets
Channel Strategy
Product factors
High complexity of the products they sell, uncomplicated standard products through sales channels
Its own characteristics, strengthening Or friable
It is important to get early market share, and more cooperation with distributors, late distribution efficiency and cost savings are key
Organizational factors
Could not afford the cost of using an internal team of sales intermediaries
Many of the target market companies may also use the company's external sources
The price factor, a plurality of intermediate channels will increase costs
Client factors
The final key factor to think about how to make our products the most effective way to reach users
Understand the potential consumer, where to buy? When to buy? how to buy? What to buy?
Customers purchase products in the store, there are three primary distribution range
Department stores and shops
Shop
There are several retail stores within a specific area
Product innovation and sustainable development 7.2
7.2.1 Introduction Sustainable Product Innovation
Sustainable Development Sustainable Development model of development, both to meet the needs of contemporary people, without compromising the ability of future generations to meet their own needs
Sustainable Innovation Sustainable Innovation stressed the importance of sustainable development from the perspective of economic and social environment
Circular Economy and Innovation
By controlling the flow of stock and the balance of renewable resources, protection of natural resources and increase
By recycling of products, components and raw materials and optimize resource output, maximize the use of technology and to maintain the biological cycle
By exposing and eliminating the negative external influences to improve system efficiency
Triple Bottom Line Triple Bottom Line
Performance Reports
Financial Financial
Social Social
Environment Environment
3P
Profit
People
Planet
7.2.2 Product Development Sustainability
Sustainability and strategy
The company will develop a formal sustainability plan
The drive for sustainable competitive advantage
Sustainability to drive product innovation and new product development
Integrating sustainability into the company's mission statement and values
Tracking the sustainability performance metrics in senior management level
Establish sustainability maturity model, tracking its progress periodically
The real price of carbon credits
Ready to respond to the government's policy on carbon pricing
Public commitment
Financial performance in a way the climate problem
In the portfolio management of financial factors, the fair comparison sustainable projects
Product mix and sustainability
Sustainability, the triple bottom line
Climate change, pollution residues
ISO Life Cycle Assessment
Product or components reused
Sustainable development of new products and processes
Concept Development
product design
sales team
Sustainability and concept development, green a few kilometers, emissions of harmful substances
Sustainability and Product Design
Raw material selection
Manufacturability
Products
End of life
Sustainable development and food marketing mix several kilometers
7.2.3 Sustainability Tools
飘绿GreenWashing
Life Cycle Assessment Life Cycle Assessment LCA
Framework for sustainable design
Design for Environment Design for Environment
Sustainable Design Design for Sustainability
7.2.4 Case studies and life cycle assessment certification
Certification: Sustainability
Logo and certification
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