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A company’s positioning and differentiation strategy must change as the product, market, and competitors change over the product life cycle (PLC) When we say that a product has a life cycle we assert four things: Products have a limited life. Products sales pass through distinct stages, each posing different challenges, opportunities and problems to the seller.
It enters new market segments It increases its distribution coverage and enters new distribution channels.
Have consumers use more of the product on each occasion Have consumers use the product in new ways. Eg: Aashirvaad, Annapoorna, Pillsbury, Naturefresh Feature improvement Aims at adding new features, such as size, weight, materials, additives, and accessories, that expand the product’s performance, versatility, safety, or convenience.

It enters new market segments It increases its distribution coverage and enters new distribution channels.

Have consumers use more of the product on each occasion Have consumers use the product in new ways. Eg: Aashirvaad, Annapoorna, Pillsbury, Naturefresh Feature improvement Aims at adding new features, such as size, weight, materials, additives, and accessories, that expand the product’s performance, versatility, safety, or convenience.


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