PowerPoint

Product Life CycleProducts in HK marketGroup 6

CONTENTIntroductionConclusion

Decline stage product:iPodIntroduction stage product:3D printer

Introduction

IntroductionMaturityGrowthDeclineIntroductionProduct life cycleDescribes the stages a new product goes through in the marketplaceIntroductionoccurs when a product is first introduced to its intended target marketSales grow slowlySpend heavily on advertisingHard to gain distribution

Introduction stageIntroductionoccurs when sales drop

Marketing SolutionDeletionHarvesting

Decline stage

3D printerIntroduction stageSHOES

3D printerIntroduction stage

CONTINUUM FASHION3D printerIntroduction stage

CARS3D printerIntroduction stage

EDAG(Germany)3D printerIntroduction stage

ORGANTRANSPLANTATION3D printerIntroduction stage

JAPAN3D printerIntroduction stageName: Additive manufacturing

Stage: Introductory step

Mission statement: Turn your designs into reality

Limitation: Price, Product, Promotion, Place

3D printerIntroduction stageSeveral different 3D printing processes have been invented since the late 1970s.

The printers were originally large, expensive, and highly limited in what they could produce.

3D printerIntroduction stage INTRODUCTION of 3d printingHowever, people did not know what is 3D printing in 20th century.

At that time, 2D printer was just accepted and used.

2014, 3D printer was just known by most Hong Kong customers.3D printerIntroduction stage INTRODUCTION of 3d printing3D printerIntroduction stage [ THE LENGTH OF TIME ]The technology of 3D printing has about 30 years history.3D printer industry has about 5 years history

Most 3D printer companies only provide services for other companies and customers.Customers are willing to try services instead of buying a 3D printer.Being tested3D printerIntroduction stageThe situation of Introduction stage3D printerIntroduction stage [ THE LENGTH OF TIME ]

Industry use

Customer use3D printerIntroduction stage Product segmentsAutomobilesAircraftApparelArtMedical

3D printerIntroduction stage Product segmentsComputers and robotsPlastic surgeryFoodDecorationEtc.

How many of them are used in Hong Kong now? 3D printerIntroduction stage Product segments3D printerIntroduction stage Market segments

Ornamentation usePsychological:Environmental friendly customers.

Demographic:Age: Young people3D printerIntroduction stage Market segments

Medical use

Psychological segment: People who are willing to try new technology (Risky and being tested)Adventurous3D printerIntroduction stage Market segmentsService

Psychological:People who want to try but not sure about the new technology

3D printerFurther development3D printerIntroduction stageWeaknessInitial cost of purchasing printerFaculty members need to be trained and operating printer/softwareLimited materialsTechnology is not perfect (FDM printer vs. SLA,SLS)StrengthTimeUtilization rate of raw materialsHigh precision

3D printerIntroduction stageMulti-materialHandle several materials in one machinePlastic, metal, ceramic, woodefficiency increaseDevelop 3D printer shopHigh-learning product3D printer shop (physical shop & online ordering)3D print shop open at the mallBranch to the consumer marketplaceE.g. Walmart

3D printerIntroduction stageFurther development (cont.)FDM 3D printerLess attention in Hong KongCheaper and easier Centralized development and advertisement Simplify the procedure to make computer model

3D printerIntroduction stageFurther development (cont.)Marketing positioning (initial stage)Age 18-25, designer, many colleges and universitiesinnovator, easy to acceptPenetration pricing

Creating a new use situationBiological use and plastic product(Hong Kong)Industrial market, jewelry, cooperation with high school.

iPodDecline stageiPodDecline stage

iPodDecline stage

Apple's iPod was originally released in 2001 as an MP3 player that allowed you to carry "1,000 songs in your pocket" and has since evolved into a personal media center with many features.

iPodDecline stageAs of 2011, four iPod models are available: iPod classic, iPod touch, iPod nano and iPod shuffle.

iPodDecline stage

PeakiPhone, iPad, iPod

2006-2014

iPod

iPhone, iPad

iPodDecline stageMarketing segmentationSegmentation strategies:

Multiple products and multiple market segments

iPod classic, iPod touch, iPod nano and iPod shuffle

iPodDecline stageMarketing segmentationGeographic: Not that obvious in HK

Demographic:Gender: Male; FemaleAge: CNN Tech, 69 percent of iPod users are between the ages of 13-24Life stage: Teens to young adultsSocial class: Middle and high classPsychographics:Segmented by psychographics, iPods customers are people who enjoy music, cool products, gaming, and cutting-edge technology.iPodFurther developmentiPodDecline stageDecline stageDeletionHarvestingDropping the product from companys product lineRetaining the product but reduce marketing costiPodDecline stageIs this the end for Apple's iPod?

http://www.telegraph.co.uk/technology/apple/10609160/Is-this-the-end-for-Apples-iPod.html iPodDecline stageWhy Apple has not dropped iPod from its product line yet?iPod is still profitable

"The iPod touch today is a great way of appealing to younger consumers that are maybe too young to have an iPhone," suggests Mr Fogg. (Lee, 2014)

Brand loyalty

iPodDecline stageWhy Apple has not dropped iPod from its product line yet? iPod cannot be totally replaced by iPhone or iPad. When it comes to playing music, iPod is more professional than iPhone and iPad. iPod is more portable compared to iPhone and Ipad.iPodDecline stageWhy Apple has not dropped iPod from its product line yet?Halo product of apple. Changed the world of music

Dropping it may be a future option, but not now.

iPodDecline stageRecommendations for further developmentStudent discount, especially in some special holiday

Wearable design

Simplified the process of transferring music from computer to iPod

iPodDecline stage

iPod accessories: Bundle pricing strategy

ConclusionConclusionIntroductionStageConclusionDeclineStageReferences:Betz, B. (2015). Apple Inc. Won't Lose Its (iPod) Touch (AAPL). [online] Fool.com. Available at: http://www.fool.com/investing/general/2014/06/30/apple-inc-wont-lose-its-ipod-touch.aspx [Accessed 20 Jul. 2015].

Macrumors.com, (2015). Tim Cook: iPod is a 'Declining Business'. [online] Available at: http://www.macrumors.com/2014/01/27/ipod-declining-category/ [Accessed 20 Jul. 2015].

Kerin, R.A., Theng, L. G., Hartley, S.W., and Rudelius, W. (2013), Marketing in Asia (2nd Ed., pp. 303-306), McGraw-Hill/Irwin.

Hk3dprint.com.hk, (2015). 3D Printing Services | HK3DPrint | Professional 3D Printing Services. [online] Available at: http://www.hk3dprint.com.hk/en/services/3D-Printing-Services [Accessed 20 Jul. 2015].

3ders.org, (2015). Hong Kong doctors use 3D printing to help treat patients with bow legs. [online] Available at: http://www.3ders.org/articles/20150120-hong-kong-doctors-use-3d-printing-to-help-treat-patients-with-bow-legs.html [Accessed 20 Jul. 2015].

Editor, T. (2015). The decline of the iPod | The Gryphon. [online] Thegryphon.co.uk. Available at: http://www.thegryphon.co.uk/2014/10/the-decline-of-the-ipod/ [Accessed 20 Jul. 2015].

Hollister, S. (2014). The age of the iPod is over. [online] The Verge. Available at: http://www.theverge.com/2014/1/27/5351918/apples-ipod-rides-into-the-sunset [Accessed 20 Jul. 2015].

Lee, D. (2014, January 29). Apple's iPod: Is the end nigh? - BBC News. Retrieved July 21, 2015.

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