Marketing strategies have been the effective tool available for organization in achieving the marketing goals and objectives. It serves as a determinant for a product movement along the product life cycle curve (Product Life Cycle ). Telecommunication industries is not left out, an attempts is made to evaluate the extend to which the effect of marketing strategies on a product life cycle is applied by MTN Nigeria Kaduna mobile phone service providers. The method used for data collection was structured questionnaire. The randomly selected size of (20) out of a estimated population of twenty five (25) management staff and eighty out of a population of one hundred customer/distributors were used for the research work. The data collected were tabulated, analyzed and interpreted using simple percentage method for easy comprehension. Hypothesis was developed and put into test, thus: Ho: Application of marketing strategies of MTN Nigeria does not have any significant effect on the product life cycle. H1: Application of marketing strategies of MTN Nigeria have a significant effect on the product life cycle. After the proof of the above hypothesis, the alternate hypothesis was accepted, while the null hypothesis was rejected. The study conclusively found that MTN Nigeria (Kaduna) applies marketing strategies in its marketing operation while it observe its product life cycle curve, even though the effectiveness of the marketing strategies have not been fully maximized due largely to some constraint that come from both the internal and the external factors. It is thus recommended that for the company to improve on its current marketing share through the application of marketing strategies it has to urgently improve the quality of its service to the subscribers.
The effect of marketing strategy on Product Life Cycle (Plc) is adopted in order to forecast the activities involving the strategy in the stages in the Product Life Cycle (Plc).
Its successful accomplishment requires analysis of the data from the past decision in the present, and evaluation of the future.
However, the company’s position and differentiation strategy must change the product, market and competitors changes over the Product Life Cycle (Plc).
To say that a product has Life Cycle (LC) is to assert four things:
Most Product Life Cycle (Plc) curves are portrayed as lock-shaped. This curve is typically divided into four stages: Introduction, growth, maturity and decline.
In the functional units of the telecommunication industry, the responsibility of ensuring that the product stayed long in the market depends on the efficiency of the marketing unit in the firm; which will also look at the ways at which product are developed i.e. the right product for a target market that will come in either physical goods or service or a blend of both; though reaching the target market, which is concerned with getting the right product to the target market place as a product is not much good to the customer it is not available when and where it is wanted.
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