Marketing illustration Marketing theory

Product Portfolio

Sales of products will eventually decline, as outlined in the four stageproduct life cycle. Businesses will often attempt to phase out existing products in the decline stage of their product life and introduce new ones. This is what’s known as theproduct portfolio, orproduct mix.

The product portfolio is made up of product lines, which is a group of similar products; computers, for example, are a product line made up of desktops, laptops and tablets. With a constant launch of new products, businesses need to be careful in order to prevent a ‘vacuum’ forming as products reach the end of their lives.

If a business organises the launch dates of new products at regular intervals, there is never a gap in the market. While one product may be in the decline stage of its life, another will be growing and further launches are likely to be planned. The profits of older products would be used to subsidise the launch of new products. Sweet manufacturers, in particular, successfully manage their product portfolios and constantly seek to launch new products. 



Supporting Documents

These downloads will help to put marketing theory into context using real world examples from real businesses.

Using the marketing mix to drive change
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Find out how Parcelforce Worldwide employed marketing theory to prosper in the logistics industry by downloading our premium case study.

Innovation in infant nutrition
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Discover how Cow & Gate employed marketing theory to succeed in the food & drink industry by downloading our premium case study.

The use of the marketing mix in product launch
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Discover how NIVEA employed marketing theory to thrive in the manufacturing industry by downloading our premium case study.

Planning effective marketing strategies for a target audience
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Discover how adidas employed marketing theory to succeed in the sportswear industry by downloading our premium case study.

Protecting the marketing mix through intellectual property rights
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Discover how Intellectual Property Office used marketing theory to succeed in the public sector industry by downloading our premium case study.