The product life cycle is an important concept that provides an understanding of the competitive dynamics of a product.

Product Life Cycle
Product Life Cycle this or that is a graph illustrating a history of the product since it was introduced into the market until withdrawn from the market. Product Lifecycle (Product Life Cycle) This is an important concept in marketing due to provide a thorough understanding of the dynamics of competing products. The concept of Product Lifecycle or Product Life Cycle popularized by Levitt (1978), which after its use was developed and expanded by other experts.

Stages of Life Cycle Product 
Stage contained in the Product Lifecycle (Product Life Cycle) of a product - There are classifying be
1. introduction
2. growth
3. maturity
4. decline
5. termination.
Meanwhile there is also echoed that the whole stage - the stage in the Product Life Cycle (Product Life Cycle) was composed of
1. The introduction (pioneering)
2. rapid growth (market acceptance)
3. slow growth (turbulance)
4. maturity (saturation)
5. decline (Obsolescence).
However basically used is the classification into four stages, namely:

    1. introduction
    2. growth
    3. maturity
    4. decline.

According to Basu Swastha (1984: 127-132), the product life cycle is divided into 4tahap, namely:
1. The introduction phase (introduction).
In the introductory stage, goods marketed into a large amount even though the volume of sales is not. Goods are sold essentially new stuff (truly new) because they were ditahap starters, and usually cost involved is also high, particularly the cost of advertising (Promotion). Promotion is done actually should agfesif and also leads to brand the seller. In addition to the distribution of goods that it is also still limited and profits are still low.

2. Stage of growth (growth).
In this phase, the sales and profit also will increase very rapidly. Because the demand has been greatly improved as well as sekitara people already know the product in question, then from the promotional efforts made by a company is not as aggressive as the previous stage. In this step laha competitors have started to enter the market, so there is competition becomes tougher. Another way to do to be able to expand as well as increasing the distribution is a way to lower the selling price.

3. Stage of maturity (maturity)
In this maturity, we all can see that sales are still increasing, and also at a later stage anyway. In this stage, earnings manufacturer or retailer profits began to fall. Competition on the price to be very sharp so that a company needs to introduce productivity and creativity of new models. In the maturity stage, the business in advertising (promotion) usually starts increased again to be able to face the competition.

4. Phase slowdown (decline)
Almost all types of goods produced by a company always experienced antiquity or too obsolescence and also to be replaced with new items. In the setback this stage, new items must be sold in order to replace the old stuff has been old school. although the number of competitors has been reduced namaun cost control becomes very important because the demand is already far diosebabkan menurun.Jika old stuff that's not soon be left without being replaced with new stuff, then the company can only operate the sector in a particular market is very limited.
Alternatives that could be done by the management when sales declined as follows:
• Renew items (functions).
• Reviewing and also improve marketing programs and also programs for more efficient production.
• Eliminate the size, color, and also models that are less good.
• Reduce some of the kinds of goods in order to achieve optimum profit on items that already exist.
• Creating a new creativity.

Product Lifecycle Strategies (Product Life Cycle)
If the Product Lifecycle is regarded as a strategic value in a company, then the manager should be able to determine where the position of Product Lifecycle (Product Life Cycle) the product. Identification of the Product Lifecycle stages (Product Life Cycle) can be determined by combining 3tiga factors that indicate the status of the characteristics of a product and also compare with a common pattern. Product Life Cycle Stage (Product Life Cycle) in a product can be determined by identifying the status of the market in volume, rate of change of market volume.
(Kotler 1997) In the fourth phase of Product Lifecycle analysis (Product Life Cycle) has some strategies namely:
1. Stage Introduction (Introduction)
• Strategy quick release (rapid skimming strategy). Launching a new product at high prices through the promotion of a high level.
• Strategy launch of slow (slow skimming strategy). Is a new product launch with high prices and too little promotion.
• rapid penetration strategy (rapid penetration strategy). Is a product launch at a low price yanag with huge promotional costs.
• Strategy penetration is slow (slow penetration strategy). Is a new product launch with a low promotional rate as well as low prices.

2. Stage Growth (Growth)
During the growth phase the company used some strategy to maintain rapid growth in the market as long as possible in the following manner:
• Improving the quality of the product and also added a feature to the new products and style better.
• The company must add models> new models and products> product comorbid (ie, products with a variety of sizes, flavors, and others who can protect the main product)
• The company must enter new market segments.
• The company must increase its distribution coverage as well as entering new distribution channels.
• The company switched from advertising to make people aware of the product (product awareness advertising) toward ads that make people designate (select) of your product (product preference advertising)
• The company lowered prices to attract buyers who are sensitive to a price in each layer.

3. Stage of Maturity (Maturity)
• The company removes products that are less powerful and more also concentrate resources on more profitable products as well as on new products.
• Modify the markets in which the company is trying to be able to expand the market for the brands that are already established.
• The company is trying to attract consumers who are as user products.
• Using the strategy of increasing privileges (feature improvement) that the goal is to be able to add new privileges and expand keanekagunaan, safety and comfort in the product.
• With a defensive strategy which is to maintain the product markets in which the results of the strategy be modified in the marketing mix.
• With a quality improvement strategy which aims to increase the ability of a product, such as durability, kecepetan, and jugakinerja products.
• With the revised strategy model that aims to be able to add to the aesthetic appeal of the product such as model, color, packaging and so forth.
• Using the take-off strategy which is one of the strategies used to achieve new yanag consumer acceptance phase, the strategy could renew growth when the product enters the maturity process.

4. Phase decline (Decline)
• manambah investment in order to dominate or also occupy a good competitive position.
• Change the Product, or also look for new uses or benefits of products
• Finding new markets
• Stay current investment level until the uncertainties in the industry can be overcome
• Reduce investment in companies with as selesktif by leaving konsumenyang less profitable.
• With Harvesting strategy in order to realize a cash refund with quickly.
• With Leaving the business as well as selling the company's assets.
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