{"id":6987,"date":"2024-02-26T12:00:46","date_gmt":"2024-02-26T11:00:46","guid":{"rendered":"https:\/\/www.mickyweis.com\/plc-kurven\/"},"modified":"2025-08-19T16:04:48","modified_gmt":"2025-08-19T14:04:48","slug":"product-life-cycle","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/product-life-cycle\/","title":{"rendered":"Product life cycle: Understanding the PLC curve"},"content":{"rendered":"<p>As consumers, we don&#8217;t necessarily think about the fact that products, brands, or services have a lifespan.<\/p>\n<p>Instead, we might notice a rise in popularity around certain products, which are replaced from time to time as their popularity fades.<\/p>\n<p>As consumers, we aim to invest in the products we are recommended and those we find useful, but we may not think too much about what actually happens when one product is replaced by another.<\/p>\n<p>This process of product replacement can be understood using the <strong>PLC curve<\/strong>.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/product-life-cycle\/#Product_life_cycle_%E2%80%93_what_is_it\" >Product life cycle \u2013 what is it?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/product-life-cycle\/#The_phases_of_the_PLC_curve\" >The phases of the PLC curve<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/product-life-cycle\/#Introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/product-life-cycle\/#Growth\" >Growth<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/product-life-cycle\/#Maturity\" >Maturity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/product-life-cycle\/#Decline\" >Decline<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/product-life-cycle\/#Why_use_the_PLC_curve\" >Why use the PLC curve?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Product_life_cycle_%E2%80%93_what_is_it\"><\/span>Product life cycle \u2013 what is it?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When discussing a product&#8217;s lifespan, the term &#8220;<strong>Product Life Cycle<\/strong>&#8221; is often used. It illustrates a product&#8217;s life as a curve \u2013 hence the name, PLC curve.<\/p>\n<p>According to the theory behind the Product Life Cycle, there are four distinct phases every product goes through during its life cycle.<\/p>\n<p>The curve provides insight into the sales development of a product in relation to the time it has been on the market.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_phases_of_the_PLC_curve\"><\/span>The phases of the PLC curve<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The PLC curve is divided into four different phases:<\/p>\n<ul>\n<li><strong>Introduction<\/strong><\/li>\n<li><strong>Growth<\/strong><\/li>\n<li><strong>Maturity<\/strong><\/li>\n<li><strong>Decline<\/strong><\/li>\n<\/ul>\n<p>The length of time a product stays in each of these four phases varies depending on the market, as well as the product&#8217;s quality and utility.<\/p>\n<p>For each of the four phases, there are also general trends within the customer groups that invest in the product.<\/p>\n<p>Below, I have summarized the phases and the characteristics of the target audience in broad strokes.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Introduction\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The introduction phase for a product typically involves a lot of costs.<\/p>\n<p>This applies to marketing, analyzing consumers&#8217; reception of the launch, as well as continuous development of the product, use of distribution channels, and future marketing efforts.<\/p>\n<p>In other words, the curve will not indicate high sales, as launching new products can be a costly affair that requires significant attention from the company if the product is to move from the introduction phase to the growth phase.<\/p>\n<div class=\"greenbox\">\n<p><strong>Target audience:<\/strong> The first customer groups to invest in a new product are those who want to stay ahead of the latest and most innovative trends and who experience a certain status by being the first to have the new thing.This group often has significant purchasing power, as there is a short distance from thought to action, leading to an investment in the new product.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/personalization-and-segmentation\/\">How do you target your marketing to specific audiences? Read more about segmentation and personalization in my post here.<\/a><\/p>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Growth\"><\/span>Growth<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The product has been launched, distribution channels are consolidated, and interest begins to rise \u2013 we are now in the growth phase.<\/p>\n<p>Here, competition between similar products increases, and resources from the growing sales can be invested in marketing initiatives, advertising campaigns, etc.<\/p>\n<p>In the growth phase, it becomes clearer to the company who the target audience is, allowing for better investment in marketing in the right places.<\/p>\n<div class=\"greenbox\">\n<p><strong>Target audience:<\/strong> When a product begins to gain traction, <a href=\"https:\/\/www.mickyweis.com\/en\/influencer-marketing-guide\/\">influencers<\/a> often jump on the hype.They naturally have an interest in staying on top of the latest trends, and this is fertile ground for establishing collaborations with them.<\/p>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Maturity\"><\/span>Maturity<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The product has experienced massive growth and has now secured a solid place in the market. We now move into what is known as the maturity phase of the product.<\/p>\n<p>Here, sales typically stabilize due to the intense competition that arose during the growth phase.<\/p>\n<p>For this reason, companies often focus on differentiating and developing their products from competitors to maintain their top-of-mind position among existing and new target groups.<\/p>\n<div class=\"greenbox\">\n<p><strong>Target audience:<\/strong> With a more solid market position, the rest of the market\u2019s audience will have the opportunity to get to know the product.This group has likely been watching from the sidelines until this phase and, after longer consideration, is now ready to invest in the product.<\/p>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Decline\"><\/span>Decline<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Over time, trends tend to shift, and consumer preferences change.<\/p>\n<p>New competitors enter the market, offering new and innovative solutions that gradually replace the &#8220;old&#8221; products.<\/p>\n<p>For this reason, we see lower demand in the decline phase, and sales will decrease accordingly.<\/p>\n<p>Unless the company can continue to create a need for the product, it will eventually phase out of the market.<\/p>\n<div class=\"greenbox\"><strong>Target audience:<\/strong> As the decline phase often signals continuous price adjustments to keep the product on the market as long as possible, the target group here consists of price-conscious consumers, for whom discount campaigns are the right marketing strategy.<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Why_use_the_PLC_curve\"><\/span>Why use the PLC curve?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Why is the PLC curve relevant for marketing a product?<\/p>\n<p>As mentioned, the model provides an overview of a product&#8217;s lifecycle and insight into how the product performs relative to competitors and current societal needs and trends.<\/p>\n<p>With this insight, strategic planning of which marketing efforts are most relevant for a product depending on its lifespan becomes easier.<\/p>\n<p>It\u2019s important to note, however, that like many other marketing models, they work best in combination with each other.<\/p>\n<p>The same goes for the PLC curve; this model, together with a <a href=\"https:\/\/www.mickyweis.com\/en\/swot-analysis\/\">SWOT analysis<\/a> of the company at different stages, can offer insights into internal strengths and weaknesses as well as external threats and opportunities.<\/p>\n<p>Additionally, there is a clear opportunity to apply segmentation criteria to identify the most relevant target audiences for each phase of the product&#8217;s lifecycle.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As consumers, we don&#8217;t necessarily think about the fact that products, brands, or services have a lifespan. Instead, we might notice a rise in popularity [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":6315,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[83],"series":[],"class_list":["post-6987","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-business-development-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Product life cycle curve \u00bb Understand how products perform over time<\/title>\n<meta name=\"description\" content=\"Discover how the product life cycle (PLC) curve illustrates a product&#039;s lifespan. 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