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Product Lifecycle and

Product Mix
PGPEX2016

PLC with Profit curve

Product Life Cycle

Why Product Mix/line


decisions?
Provides better market access, Growth Expansion
Involves huge investment/disinvestment
Products have close mutual influence (with
exception)
Process of adding more products to the line
Valid only if;
a) There is a well established brand arena & customers
are accustomed to switch.
b) Competitor lacks a comparable product
c) Competitor have already expanded to the proposed
area.

MANAGING PRODUCT
MIX/LINES
Line
analysis

Length
Analysis

Sales
and
Profits

Line
Stretchi
ng

Market
Profile

Line
filling

Factors influencing Product Mix/Line


Decisions

Changes in Market demand

Competitive action and


reaction

&

Marketing Influences

Financial Influences

Product Influences

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