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1.4 MARKETING STRATEGIES
THROUGH PRODUCT LIFE CYCLE
Strategies At Introduction Stage
a) Skimming and penetration strategy
i) RAPID SKIMMING STRATEGY
a) Launching the new product at a high price and high
promotion level.
b) This strategy make sense when a large part of the potential
market is unaware of the product
c) Buyer are eager to have it and can pay the price
ii) SLOW SKIMMING STRATEGY
a) Launching the new product at a high price and low promotion.
b) This strategy makes sense when the market is limited in size
c) Most of the market is aware of the product
d) Buyer are willing to pay the high price
e) Potential competition is not imminent.
Lamborghini car
