These Goals Are Correlated With The Product Life Cycle Early

These Goals Are Correlated With The Product Life Cycle Early in a Bra

This assignment asks for an explanation of how marketing goals and advertising strategies evolve throughout the different stages of a product's life cycle, specifically using the example of a bra. It emphasizes the importance of understanding how advertising aims change as a product progresses from launch to maturity, and how these shifts influence the advertising message, goals, and budget allocation.

Paper For Above instruction

The product life cycle (PLC) model provides a strategic framework that helps marketers understand the stages of a product's market presence, guiding the development of appropriate advertising goals and strategies at each phase. For a bra, which is a personal apparel item with significant market competition, the evolution of advertising efforts across the PLC stages is crucial for success. This paper explores how advertising goals shift as the product travels from its introduction to the maturity stage, emphasizing the importance of aligning marketing efforts with the consumption behaviors and brand perceptions at each phase.

The initial stage of the product life cycle—introduction—demands a primary focus on creating awareness. During this phase, the advertising goal is to inform potential consumers about the new or improved bra, highlighting features, benefits, and differentiators from competitors. This is essential because consumers are unfamiliar with the product, and building awareness is fundamental for market entry. Advertising strategies in this phase often involve educational messaging and high-frequency campaigns to maximize reach and inform early adopters and fashion-conscious consumers. For example, marketing campaigns may highlight innovative features such as comfort, material quality, or design innovations to make the product stand out and generate buzz (Kotler & Keller, 2016).

As the product gains visibility and enters the growth stage, awareness levels are already substantially high. The primary goal shifts from awareness creation to fostering positive attitudes towards the brand. During this phase, advertising strategies become more focused on building brand preference and loyalty. Marketers aim to reinforce the product’s unique advantages and evoke emotional connections with consumers. For bras, this could involve campaigns emphasizing comfort, style, or brand values such as body positivity and sustainability. Advertising messages aim to enhance the consumer’s perception of the brand and encourage repeat purchases, steadily expanding market share (Aaker, 1996).

In the maturity stage—when the product is well-established and market saturation is common—awareness is widespread, and most consumers in the target segment recognize the brand. At this point, advertising objectives shift to maintaining market share and reminding consumers of the brand’s presence. Since the product has achieved high recognition and customer loyalty, the advertising focus becomes more about reinforcing the brand rather than creating awareness. Campaigns tend to be less frequent but more targeted, emphasizing reminders like "We are still here" or highlighting promotional offers such as "buy one, get one free." The budget allocation decreases as sales volume remains strong, and the goal becomes maintaining sales and market position with cost-efficient advertising (Levitt, 1965).

This strategic transition in advertising goals across the PLC stages for a bra illustrates how marketing efforts must adapt to consumer perceptions, competitive pressures, and sales dynamics. During the early stages, the emphasis is on education and awareness to generate initial demand. As the product matures, the focus shifts to brand reinforcement and retention strategies, which require less intensive advertising but more targeted messaging. Understanding these shifts allows marketers to allocate resources efficiently and craft messages that resonate with consumers at each phase of the product's life cycle, ultimately supporting sustained growth and profitability.

References

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