STRATEGIES ALONG THE PLC
CHAPTER 11
, Strategies for each stage of the PLC:
Introduction stage strategies continued…
• marketing product set a high prices with rapid communication
campaigns is known as a rapid skimming strategy
• marketing products at a high prices with slow communication
campaigns is known as slow skimming strategy
• rapid penetration refers to marketing at low prices with
extensive communications campaigns supporting the launch
• slow penetration refers to marketing at low prices with limited
communication campaigns supporting the launch
• distribution must ensure there are enough products in the
market as a large demand is potentially being created for the
product or companies can send limited stock into the market to
further stimulate demand
• three types of distribution – exclusive (one outlet), selective or
limited (few outlets) and intensive (many outlets)
CHAPTER 11
, Strategies for each stage of the PLC:
Introduction stage strategies continued…
• marketing product set a high prices with rapid communication
campaigns is known as a rapid skimming strategy
• marketing products at a high prices with slow communication
campaigns is known as slow skimming strategy
• rapid penetration refers to marketing at low prices with
extensive communications campaigns supporting the launch
• slow penetration refers to marketing at low prices with limited
communication campaigns supporting the launch
• distribution must ensure there are enough products in the
market as a large demand is potentially being created for the
product or companies can send limited stock into the market to
further stimulate demand
• three types of distribution – exclusive (one outlet), selective or
limited (few outlets) and intensive (many outlets)
