Product Life

Cycle
Group
Products
in HK market
6

CONTENT

Introduction

Introduction
stage product:

Decline stage
product:

3D printer

iPod

Conclusion

Introduction

Introduction

Product life
cycle

Describes the stages a new product goes through in the

marketplace

Introducti
on

Growth

Maturity

Decline

Introduction

Introduction stage

occurs when a product is first

introduced to its intended target market

Sales grow slowly
Spend heavily on advertising
Hard to gain distribution

Introduction

Decline stage

occurs when sales drop

Marketing Solution
Deletion
Harvesting

3D printer
Introduction stage

3D printer
Introduction stage

SHOE
S

3D printer
Introduction stage

CONTINUUM FASHION

3D printer
Introduction stage

CARS

3D printer
Introduction stage

EDAG
(Germany)

3D printer
Introduction stage

ORGAN
TRANSPLANTATI
ON

3D printer
Introduction stage

JAPAN

3D printer
Introduction stage

Name: Additive manufacturing

Stage: Introductory step
Mission statement:

Turn your designs

into reality

Limitation:

Price, Product, Promotion, Place

3D printer
Introduction stage

INTRODUCTION
of 3d
printing

Several different 3D printing processes have been invented since

the late 1970s.

The printers were originally large, expensive, and highly limited in

what they could produce.

3D printer
Introduction stage

INTRODUCTION
of 3d
printing

However, people did not know what is 3D printing in 20th century.

At that time, 2D printer was just accepted and used.

2014, 3D printer was just known by most Hong Kong customers.

3D printer

Introduction stage[

THE LENGTH OF TIME ]

The technology of 3D printing has about 30 years history.

3D printer industry has about 5 years history

3D printer
Introduction stage

The situation of
Introduction
stage

Most 3D printer companies

only provide services for
other
companies
and
customers.

Being tested

Customers are willing to try

services instead of buying a
3D printer.

3D printer

Introduction stage[

THE LENGTH OF TIME ]

3D printer
Introduction stage

Product segments

Industry use
Customer use

3D printer
Introduction stage

Product segments

Automobil
es
Aircraft
Apparel
Art
Medical

Computers and
robots
Plastic surgery
Food
Decoration
Etc.

3D printer
Introduction stage

Product segments

How many of them are used in Hong

Kong now?

3D printer
Introduction stage

Ornamentatio
n use
Psychological:
Environmental
friendly
customers.
Demographic:
Age: Young people

Market segments

3D printer
Introduction stage

Medical use
Psychological
segment:
People who are willing
to try new technology
(Risky and being
tested)
Adventurous

Market segments

3D printer
Introduction stage

Service
Psychological:
People who want to try
but not sure about the
new technology

Market segments

3D printer
Further
development

3D printer
Introduction stage

Weakness
Initial cost of purchasing printer
Faculty members need to be trained and operating
printer/software
Limited materials
Technology is not perfect (FDM printer vs. SLA,SLS)

Strength
Time
Utilization rate of raw materials
High precision

3D printer
Introduction stage

Multi-material
Handle several materials in one machine
Plastic, metal, ceramic, wood
efficiency increase

Develop 3D printer shop

High-learning product
3D printer shop (physical shop & online ordering)
3D print shop open at the mall
Branch to the consumer marketplace
E.g. Walmart

3D printer
Introduction stage

Further development (cont.)

FDM 3D printer

Less attention in Hong Kong

Cheaper and easier
Centralized development and advertisement
Simplify the procedure to make computer
model

3D printer
Introduction stage

Further development (cont.)

Marketing positioning (initial stage)

Age 18-25, designer, many colleges and universities
innovator, easy to accept
Penetration pricing

Creating a new use situation

Biological use and plastic product(Hong Kong)
Industrial market, jewelry, cooperation with high school.

iPod
Decline stage

iPod
Decline stage

iPod
Decline stage

Apple's iPod was originally released in 2001 as an MP3 player

that allowed you to carry "1,000 songs in your pocket"
and has since evolved into a personal media center with many
features.

iPod
Decline stage

As of 2011, four iPod models are available:

iPod classic, iPod touch, iPod nano and iPod
shuffle.

iPod
Decline stage

iPhone, iPad,
iPod
2006-2014
iPod
iPhone, iPad

Peak

iPod
Decline stage

Marketing
segmentation

Segmentation strategies:
Multiple products and multiple market segments
iPod classic, iPod touch, iPod nano and iPod shuffle

iPod

Marketing
Geographic:
Not that obvious in HK
segmentation

Decline stage

Demographic:
Gender: Male; Female
Age: CNN Tech, 69 percent of iPod users are between the ages of
13-24
Life stage: Teens to young adults
Social class: Middle and high class

Psychographics:
Segmented by psychographics, iPods customers are people who
enjoy music, cool products, gaming, and cutting-edge
technology.

iPod
Further
development

iPod
Decline stage

Deletion
Dropping the product
from companys product
line

Decline stage
Harvesting
Retaining the product
but reduce marketing
cost

iPod

Is this the end for Apple's iPod?

Decline stage

http://www.telegraph.co.uk/technology/apple/10609160/Is-this-the
-end-for-Apples-iPod.html

iPod
Decline stage

Why Apple has not dropped iPod f

its product line yet?

iPod is still profitable

"The iPod touch today is a great way of appealing
to younger consumers that are maybe too young
to have an iPhone," suggests Mr Fogg. (Lee,
2014)
Brand loyalty

iPod
Decline stage

Why Apple has not dropped iPod f

its product line yet?

iPod cannot be totally replaced by

iPhone or iPad.
When it comes to playing music, iPod is more
professional than iPhone and iPad.
iPod is more portable compared to iPhone and
Ipad.

iPod
Decline stage

Why Apple has not dropped iPod f

its product line yet?

Halo product of apple.

Changed the world of music
Dropping it may be a future option, but not now.

iPod
Decline stage

Recommendations for
further development

Student discount, especially in some special

holiday

Wearable design

Simplified the process of transferring music from

computer to iPod

iPod
Decline stage

iPod accessories: Bundle pricing strategy

Conclusio
n

Conclusion

Introductio
n
Stage

Conclusion

Decline
Stage

References:
Betz, B. (2015). Apple Inc. Won't Lose Its (iPod) Touch (AAPL). [online] Fool.com. Available at:
http://www.fool.com/investing/general/2014/06/30/apple-inc-wont-lose-its-ipod-touch.aspx [Accessed 20 Jul. 2015].
Macrumors.com, (2015). Tim Cook: iPod is a 'Declining Business'. [online] Available at:
http://www.macrumors.com/2014/01/27/ipod-declining-category/ [Accessed 20 Jul. 2015].
Kerin, R.A., Theng, L. G., Hartley, S.W., and Rudelius, W. (2013), Marketing in Asia (2nd Ed., pp. 303-306), McGraw-Hill/Irwin.
Hk3dprint.com.hk, (2015). 3D Printing Services | HK3DPrint | Professional 3D Printing Services. [online] Available at:
http://www.hk3dprint.com.hk/en/services/3D-Printing-Services [Accessed 20 Jul. 2015].
3ders.org, (2015). Hong Kong doctors use 3D printing to help treat patients with bow legs. [online] Available at:
http://www.3ders.org/articles/20150120-hong-kong-doctors-use-3d-printing-to-help-treat-patients-with-bow-legs.html
[Accessed 20 Jul. 2015].
Editor, T. (2015). The decline of the iPod | The Gryphon. [online] Thegryphon.co.uk. Available at:
http://www.thegryphon.co.uk/2014/10/the-decline-of-the-ipod/ [Accessed 20 Jul. 2015].
Hollister, S. (2014). The age of the iPod is over. [online] The Verge. Available at:
http://www.theverge.com/2014/1/27/5351918/apples-ipod-rides-into-the-sunset [Accessed 20 Jul. 2015].
Lee, D. (2014, January 29). Apple's iPod: Is the end nigh? - BBC News. Retrieved July 21, 2015.

THANK
S

Q&A