Product Life Cycle – A Level Technology and Design CCEA Revision

Introduction to Product Life Cycle

The Product Life Cycle (PLC) is a concept that describes the stages a product goes through from when it is first introduced into the market until it is withdrawn.
It is a strategy used to understand and manage the lifespan of a product or service.
It provides a roadmap for design decisions, manufacturing processes, and market release.

Introduction: This is the stage where the product is launched on the market after development and testing. Marketing costs tend to be high at this stage to establish the product in the minds of potential buyers.
Growth: During this phase, the product’s sales start increasing significantly. Typically, competition begins to increase and companies often invest in advertising to protect the product’s market share.
Maturity: The sales growth rate slows down during this stage, reaching a saturation point. While the product is highly recognised in the market, this phase witness stiff competition giving rise to frequent price promotions and heavy discounts.
Decline: In the final stage, sales of the product begin to fall. Factors such as market saturation, newer technologies, or changing consumer preferences contribute to this decline.

PLC analysis helps companies to decide when to advertise, reduce prices, explore new markets, or create new packaging.
It can also inform businesses when to retire a product or invest in new product development.
It is a useful tool for predicting sales and planning investments but is not always accurate due to market uncertainties or unforeseen events.

Understanding the PLC is vital in the design process, as it influences the product’s durability, user interface design, and product aesthetics.
During the introduction and growth stages, products often focus on innovative design features and standout aesthetics to create a unique selling proposition.
In the maturity stage, designs often become standard and focused on efficiency and ease of use.
During the decline stage, product design often falls into routine or generic styling, with emphasis on cost reduction.

The PLC offers a framework for designing products with sustainability in mind. Sustainable design considers the environmental impact of a product throughout its entire lifecycle.
From choice of materials and manufacturing process in the introduction stage to the end-of-life plan in the decline stage, each design decision can contribute to a product’s sustainability.
Product designers can utilise this knowledge to create more efficient, durable, and recyclable products, minimising environmental harm.