Sports products and product life cycle (PLC)


Surface Product Description
Preparation and repair products CP761 ® Concrete primer
NOVABOND ® Patch and concrete slurry emulsion
NOVASURFACE® Acrylic resurfacer
NOVAPLAY BASE COAT ® Acrylic resurfacer, super strength
NOVACAULK ® Crack Filler
NOVALEVEL ® Leveling compound
Tennis surfaces NOVAFIL ® Acrylic texture, sand filled
NOVACOAT ® Acrylic topcoat
COMBINATION SURFACE ® Acrylic textured surface
NOVACUSHION ® Small Rubber Filled Acrylic Cushion
ULTRACUSHION® Large Rubber Filled Acrylic Cushion
Multi-sport surfaces NOVAPLAY ® Basketball & playground coating, heavy duty
NOVAPLAY II ® In-line skating surface
Track NOVATRACK® Track surface, rubber filled
Lines and markings NOVATEX ® Line paint, textured
NOVALINE LINE PAINT ® Line paint, non-textured
SEAL-A-LINE ® Line primer


(, 2016)

Around 95 percent of products have got fail in recent years, as per a March 2010 article by Also, even the few that succeed have certain life ranges called product life cycles. There are four stages to every product’s life cycle, excluding the advancement and improvement stage. Organizations use different advertising strategies in every stage to drag out the life cycles of their products. Most systems are actualized to counter key moves and procedures of focused organizations (, 2016).

Introduction Phase

The introduction stage is the point at which the general population first sees or finds out about a product. The product shows up in stores interestingly, and individuals begin seeing print and TV advertisements. Amid this stage, an organization might pick one of two evaluating procedures. They might set costs high to recover introductory costs that went into delivering the product. For instance, a cellphone maker with new innovation might acquaint cellphones 10 percent with 20 percent over the costs of most premium cellphones. They might value their telephones higher due to the buildup and expectation of the new innovation. The organization additionally knows enough individuals will pay the additional 10 to 20 percent for it to gain generous benefits. Conflictingly, the same cellphone organization might present a cellphone with essential elements at decreased costs with expectations of picking up loads of new customers (Rick Suttle, 2016).

Growth Phase

The growth stage is when deals and benefits for the new product begin rising. An organization will more often than not keep product costs about the same amid the growth stage to amplify profit. Product quality is likewise kept up. Be that as it may, an organization will for the most part extend its product dissemination amid the growth stage. For instance, a buyer products organization may begin offering its natural oat in new markets, in view of positive advertising research from purchasers. In the end, the natural grain will begin showing up in stores the nation over.

Maturity Stage

Different organizations in the end will begin presenting comparative products, particularly if the starting product is profoundly effective. Subsequently, the interest for the product and its rivals will top sooner or later. Deals growth will begin to decrease. A few organizations might bring down costs to catch extra piece of the overall industry or new customers. As of right now, an organization might need to grow new product elements or services to separate its products from the competitions. For instance, the organization that initially presented the product might upgrade its customer service office to set up itself as the service pioneer in the business. The organization’s stellar customer service might be the recognizing component that goads extra deals and customers. The organization would then component its predominant customer service in a large portion of its marketing.

Decline Stage

Interest for the product will in the end disappear as more current innovations are presented. Thus, organizations can either keep up the product, offer it at vigorously decreased costs or cease the product. An organization that keeps up the product might keep finding so as to expand deals new uses for the product. For instance, a cleanser maker might find through advertising investigate that eateries and mechanical organizations like the cleaning properties of its cleanser. In this manner, the organization would begin offering its cleanser to both customers and organizations. This system could broaden the life of the product.