- Launched and relaunched more than 350 products during 22 years at Electronic Arts
- Launched Brands (Gonzo Games), Services (ea.com) and Platforms (EA Mobile)
- Advertising executive for consumer food products such as Orville Redenbacher Popcorn, Maxwell House Coffee and Country Time Lemonade and financial service products for Wells Fargo and American Express
- All 7 Best Practices
- Pre-Call Discovery Process
- One-on-One Call with Expert
- Session Summary Report
- Post-Session Engagement
Product Life Cycle Management
The name, look and personality of your product.
- Brand Personality
The way your consumer sees and feels about your brand.
- Decline Stage
This is when your market share is steadily declining and management is questioning any further investment into the product.
- Digital Goods
Digital Goods are products and services offered over the Internet.
- Distribution Channels
The various channels through which products can be sold. For instance, the grocery channel, the drug store channel, the club channel, the big box channel.
- Growth Stage
The stage of product life cycle when the product's distribution and sales are growing.
- Life Cycle Innovation
Creating augmented products that extend your existing product line.
- Life Cycle Reinvention
Creating a whole new product using a previous product's brand.
- Line Extension
Line extension products are products that augment your existing base product. There are two types of line extensions:
1. Line extensions that complement the base product. For example, Electronic Arts makes a game called The Sims. They also make add-on games like The Sims Pets and The Sims Night Out. To be successful, these products require customers to have also owned or used the base product.
2. Line extensions that are a substitute for the base product. For example, Diet Coke or Pledge Lemon Scented. These are standalone line extensions: You can use them and never use the base product.
- Linear Model
This is a straight-line model for explaining a product's life cycle (Growth, Maturity, Decline).
- Mature Stage
Your product has reached its maximum market share, competition is entering your market and you have to spend to maintain your market position.
- OEM Bundling
OEM means Original Equipment Manufacturing. OEM bundling is a strategic relationship with a company that your product depends on. For example, bundling your software with the hardware manufacturer.
- Physical Goods
These are traditional packaged goods that are sold in brick-and-mortar outlets.
- Product Life Cycle
The commercial life of a product from market launch through decline. There are generally four stages: Development, Growth, Maturity and Decline.
- Pull Strategies
Pull Strategies are activities like advertising and couponing that create consumer demand and "pull" them into the store seeking your product.
- Reinvention Model
This is a circular model that shows how reinvention can create new product life cycles (Growth, Maturity, Decline, Reinvention, Growth, Maturity, etc.).
- Strategic Partners
These are businesses that by working with them can extend your product's life cycle.