Dockers Product Life Cycle

1. Product life cycle Submitted by : Eman Rashed Mohamed

2. 2 Product Life Cycles Kotler, Ph. & Armstrong G. “Principles of Marketing” 11 Ed., Prentice Hall, 2005

3. 3 Product Life Cycles

4. 4 Marketing StrategiesIntroduction Stage Rapid skimming: Products of which the market is not aware yet. Possibility to build brand preference, potential competition expected. 1- Increasing investment in the required marketing efforts to launch Dockers 2- Concentrated distribution in department stores and chains supported by retail-based marketing, cooperative advertising, and sales promotion programs 3- The advertising challenge was to build product and brand awareness for Levi’s Dockers Through the multimedia channels

5. 5 Marketing Strategies Growth Stage sustaining growth while facing emerging competition 1-Seeking to retain its current customers base (baby boomers) while attracting new customers 2- Additional Promotion Activities (e.g. gift with purchase programs) 3- Enter new markets Dockers’ move into European markets 4- Enter new segments By Attracting a younger and more style-conscious breed of customer ( e.g. Dockers Authentics brand) 5-Emphasize product preference advertising Dockers to be seen as a way to be comfortable and casual in any setting

6. Maturity Stage Longest and most challenging 1-Dockers also expanded its product line with its women’s apparel collection, Dockers for her 2-Marketing a full line of clothing for boys, girls, kids under the Dockers brand 3-Licensing Agreements, Dockers Home collection 4- Win Competition By launching wrinkle-free Dockers 5- E- Commerce

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