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Product Life Cycle Analysis

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François Delvaux

on 4 November 2014

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Transcript of Product Life Cycle Analysis

Product Life Cycle Analysis
The Television

Comparison of PLC's around the world
and Conclusion
Thank you for listening
Product Life Cycle
Loris Caruso 14012987X
François Delvaux 14011578X
Anton Eklund 14016528X
Kiramatullah Saai 14010245X
Miri Yun 14010489X

Development and Introduction Stages
Growth Stage
Maturity Stage
Decline Stage
Even if studies are contradictory, the number of television sets sold is not declining and is not expected to do so in the coming years
Yet, the TV ratings have been steadily decreasing
The television market owes its expected good health to the adaptation of television services providers to the consumers’ need
If you have any question...
The Television History Timeline
Key Numbers
Decline Stage
Television manufacturers must now base their products and marketing on technological performances and adaptation to new digital services
Connected Boxes, such as Apple TV and Chromecast, will become standards in many households
Online and streaming services will slowly become part of the everyday life

Introduction to market
Invented by John Logie Baird 1928.
USA and United Kingdom were the first to introduce TV.
New product, revolutionary and huge potential.

Television Manufactures
More competitors enter
the market.
Increased supply of models.
Improved technology.
Introduced in other countries.
1935 introduced in
1949 introduced in

Price difference 1930-1950
Radio, magazines, newspaper, posters
Advertising increasingly important over the years for the different TV brands.

U.S. Households with at least 1 TV
Color television in 1940s
Commercial color TV in 1950

Portable TV
Remote Control

MULTI(premium sets) included a built in AM/FM radio and record player.

(FIRST:  1951 The New York Times - June 25, 1951)


Selling Directly to buyer

Retail stores
Competition in
External & Internal Market
In the year 1925 John Logie Baird demonstrated the first TV (in England)
First mechanical TV-sets went on sale in 1928
Officially color TV broadcasting started in 1953
900 million TV sets used all around the world in 1992

Percentage of Tv's per Household

Product evolution
Product evolution (cont'd)
1. Price going down :
Improvement of manufacturability

Since 1970 : 96 % of people own a Tv
3. Tv is nowadays a Hub & central piece of the living room :
Video games support ( Nes / Nitendo 64 / Playstation )
New accessories ( VCR / DVD player / home cinema )
New connectivities ( scart connector / HDMI / Bluetooth )
Network connection : smart Tv

1. Improvement of technologies:

2. Increase of television screen sizes:

1970 : Average size of 17’’
2012 : Average size of 45’’

Average size has tripled

4. Improvement of contents:
2. Huge variety of prices :
More choices = more prices

Price depends mainly on the technologies

People already own a television
-> Tv manufacturers try to sell new experiences :
Definition closer to reality (HD ready / HD / Full HD / 4K)
Other perspectives (Flat screen / 3D / curved screen)
New uses (Video games support / DVD / smart TV)

Tv advertising (96 % of people own a Tv since 1970)
Advertising poster
Promotion on internet

Samsung leader in the market since the appearance of flat screens ( best LCD panel manufacturer )
Change of technologies

TV manufacturers adaptation

New Tv manufacturers in the market :
( Samsung 1989 – Panasonic 1975 )
Former Tv manufacturers still competitive :
( Sony 1948 – LG 1947 )

Innovative ways to market televisions
Showing that tv can gather families together
Getting devices even more connected
Being able to begin a movie on a device and finish it on an other one
Campaigns in schools and universities, distibute it freely and showing the needs
Television is now a common good and is at its maturity stage in every continent
The existing differencies are mainly due to a lower development of digital cables in Africa and the gaps between purchasing powers
Yet, differencies in PLC between continents were present in the introduction stage and can be expected for the decline stage

TV Is Dying, And Here Are The Stats That Prove It, Jim Edwards, Business Insider, Nov. 24 2013
BRUTAL: 50% Decline In TV Viewership Shows Why Your Cable Bill Is So High, Jim Edwardsn Business Insider, Jan. 31 2013
Global TV Market Contracts for Second Straight Year in 2013; China, Asia-Pacific and Eastern Europe Suffer Rare Decline, IHS Technology, March 13 2014
GFK panel Digital market Europe ( 2012 )
US market resarch firm DisplaySearch sanford c bernstein
BLS American Time Use Survey, A. N. (12. July 2013). Statistic Brain. Accessed on 28. October 2014 von http://www.statisticbrain.com/television-watching.../
Monaghan, E., Television Through the Decades and the Ways It Changed Our World. Retrieved November 3, 2014 from http://tv.toptenreviews.com/standard/television-through-the-decades-and-the-ways-it-changed-our-world.ht
Tarlton. Accessed on 22. October 2014 von http://tarlton.law.utexas.edu/.../documents/timeline.pdf
Full transcript