Describes the course followed by pharmaceutical products as consumer products.
Characterized by a rise, plateau, and eventual fall (RPF) of sales.
Impacts the company's marketing success, growth, market share, leadership, profitability, and survival.
Diffusion of innovation
Evolving competitive structure of the industry
Evolving internal product portfolio priorities
Evolving cost structure of the product
Evolving dosage strength and formulation of the product
Evolving design and manufacturing of the product
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage