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 applied marketing theory to thrive in the logistics industry by downloading our premium case study.

Leading a revolution in banking
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Find out how Intelligent finance employed marketing theory to succeed in the financial services industry by downloading our premium case study.

Using sponsorship to increase brand awareness
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Learn how Infiniti applied marketing theory to thrive in the automotive industry by downloading our premium case study.

Creating a winning marketing mix
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Discover how JD Sports used marketing theory to prosper in the retail industry by downloading our premium case study.

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