Product Life Cycle: What is it and Why it Matters

Understand the meaning, definition, and explanation of product life cycle: learn why it matters

What is Product Life Cycle?

The Product Life Cycle is a crucial concept in marketing that describes the stages a product goes through from when it was first thought of until it finally is removed from the market. Not all products reach this final stage. Some continue to grow, while others rise and fall. The main stages of the product life cycle are: introduction, growth, maturity, and decline.

Why Product Life Cycle Matters

Understanding the Product Life Cycle is key for business strategists and marketers as it can help them plan new product development, devise product marketing strategies, and make product management decisions. It provides valuable insights into market dynamics and offers a strategic framework for managing products throughout their life span.

Stages of the Product Life Cycle

The Product Life Cycle is typically divided into four stages:

  1. Introduction: This is when the product is launched in the market after development and testing. Sales are usually low during this stage as consumers are still unaware of the product.
  2. Growth: If the product is successful, it will enter the growth stage, where sales start increasing rapidly.
  3. Maturity: Eventually, the market stabilizes and the product enters the maturity stage. While sales are still high, they will eventually start to fall.
  4. Decline: Finally, the product enters the decline stage, where sales fall and the product eventually exits the market.

How the Product Life Cycle Works

The Product Life Cycle works as a predictive tool, allowing marketers to forecast future sales and plan for new product development. By understanding where a product is in its life cycle, a company can adjust its marketing strategy accordingly.

For example, during the introduction stage, the focus might be on advertising to build product awareness. During the growth stage, the aim might be to increase market share. In the maturity stage, companies might focus on maintaining their market share and extending the product life cycle by rejuvenating the product. Finally, in the decline stage, a company might decide to discontinue the product.

Limitations of the Product Life Cycle Concept

While the Product Life Cycle is a useful tool, it has its limitations. It’s important to note that not all products follow the typical sequence of introduction, growth, maturity, and decline. Some products may stay in the maturity stage for a long time, while others may go from introduction to decline rapidly. Therefore, while the Product Life Cycle can provide a general framework, it should not be relied upon as a precise predictive tool.


The Product Life Cycle is a fundamental concept in marketing that provides a framework for managing products and devising marketing strategies. Understanding the stages of the Product Life Cycle can help businesses make informed decisions about product development, marketing, and management. However, it’s important to remember that not all products follow the typical life cycle stages, and the concept should be used as a guide rather than a strict rule.


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