Learning library
Unit 4 · Sales Promotion · Module 27 of 40
Product Life Cycle and Promotion Timing
Learning objective
Match promotion intensity and type to introduction, growth, maturity and decline.
Concept summary
Introduction favours trial mechanics (samples, launch offers); growth shifts to reinforcement and distribution push; maturity leans on loyalty, bundles and defensive deals; decline uses clearance and harvest pricing with minimal brand investment.
Application task
Plot one brand on the life cycle and specify the promotion mix for its current stage.