Here's how an understanding of the product life cycle has helped my business (Flash video)

Keela International is a technical outdoor clothing manufacturer based on the East Coast of Scotland that has been operating for over 30 years.

Here, Sales Director Samantha Fernando explains how an understanding of the product lifecycle has helped when developing new products.

Subjects covered in this guide

Samantha Fernando
Keela International
Samantha's top tips:

  • "Look to your users for their requirements, involve them in the beginning of the product lifecycle process so that the product will be successful in later stages."
  • "Use your product lifecycle to determine how to allocate your company's resources - the amount of research and marketing for each product will be decided by the perceived duration of that product's lifecycle."
  • "Ensure that resources in the development stage are not wasted in subsequent stages of introduction and growth - always match your efforts at every stage."

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Developed with:
Design Council