Session 11 Product Life-Cycle and Brand Development

Time required: 2 hours
Objectives & Requirements
　　Be aware of
　　• the five stages of the product life-cycle and their characteristics
　　• how marketing strategies change during the product’s life cycle
　　• what is a brand and what constitute brand equity
　　• general branding strategies
Essential Concepts
　　• the concept of PLC
　　• the product development stage, the introduction stage, growth stage, the maturity stage, the decline stage
　　• application of PLC to a product class, a product form, or a brand
　　• marketing strategies for each stage of PLC
　　• brand and label
　　• brand equity
　　• branding
　　• brand sponsorship options
　　• brand development strategies
Text Chapters and Supplementary Materials
　　Chapter 9,8. Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapters, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 2(a – e)
　　Issues for Discussion:
　　1. Pick a food product, soft drink, fashion, or electronic appliance and trace the product’s life cycle. Explain how you separate the stages of the product’s evolution. Project where this life cycle will go from here.
　　2. Analyze and describe the different brand personalities of three typical car brands in China (e.g. Jetta, Polo, Sonata). What are the major advantages and disadvantages of the brands? Are they successful in building their brands?
Case Analysis:
　　《俞兆林的“南极棉”》（《当代营销学案例集》）
Quiz 3 (for Sessions 4-11)

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