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7. The Product in Marketing

7.1 Creating a New Market and Product Life Cycle

Dr. Onur Yaprak - P&G Brands’ Manager

It is never easy to create a market from scratch. However, it was really something else to carve out a niche for the women’s hygiene products market, which was a totally taboo subject in Turkey in the 1970s.  

Dr. Yaprak explains how they created a new market with reference to Orkid and how they managed to keep the brand young through different stages of its product life cycle.

In the last 10 minutes of the Q&A session, product life cycle concept is addressed in detail, using the Orkid example.