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Tag: R&D

8 signs your product is dying (and what to do about it)

Written by 33A5f3aF on . Posted in Design, Marketing.

Every product that launches into the market goes through four stages of the product lifecycle: introduction, growth, maturity and decline.

When the product reaches the decline stage, profitability will start to fall until it is no longer commercially viable to continue production, and it will most likely be discontinued.

In some cases, the original product will be replaced, either by a newer version with updated features or design style, or perhaps by a brand-new product. Car manufacturers, for example, update models every few years. The name continues but the older models are phased out, replaced by newer versions with updated technology and more modern designs. Eventually the model may be discontinued to be replaced by a brand new model e.g. Ford Escort – Ford Focus.

While the span of each product’s lifecycle is unique, (some tend to spend more time in the maturity stage), they will all eventually reach the decline stage. There may still be some core loyal customers, keeping the product afloat, but overall demand will continue to fall.

Think back to products that used to be popular; cassette players, typewriters, video recorders, even the Nokia 3310 (remember those? 😊). They will either have a very small production run now or will have ceased production completely. Eventually only second-hand products will be available, perhaps cherished by enthusiasts and collectors.

WHY DO PRODUCTS DECLINE?

 Decline is a natural part of the product lifecycle. Typically, when a new product is launched, it will be expensive to manufacture and therefore expensive to buy. As demand grows and production costs fall, competitors will start to sell rival products and the marketplace will fill up. The product will experience a period of growth followed by maturity.

There are several factors that may cause a product to decline, such as saturation of the market or the introduction of more innovative products, which will lead to a fall in popularity.

product-lifecycle-1024x674

Some companies will try to keep a dying product alive for as long as possible – clearance sales, special deals etc, but this is simply delaying the inevitable as the product will continue to lose market share until it doesn’t make commercial sense to continue production.

HOW TO SPOT IF YOUR PRODUCT IS DYING: 8 SIGNS

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1. Customer interest decreases

The interest in the product will fall – less chat on social media, fewer calls and email enquiries.

2. Competitors are launching ‘me too’ products

Competitor products will be launched that imitate the original. Production may be moved to the Far East where it is cheaper to manufacture.

3. Market share reduces

Competitors with newer products are stealing market share from you.

4. New technology launched, product is outdated / unsupported

The product will be unsupported by new software which will affect performance and customer satisfaction.

5. Product is only bought by loyal or existing customers

Demand from new customers will fall, the product will only be bought by existing customers.

6. Necessity to drop price to garner any sales

The only time sales are made is when the price is reduced, which will eat into any margin made on the product.

7. Decrease in marketing spend

Advertising spend will be channelled towards other products that provide a better return on investment (ROI).

8. Production / supply chain costs increase, while sales do not

As demand falls for certain components, it may be more difficult and expensive to source them. If you notice production costs are going up, yet sales are going down, it’s because the product is declining.  

WHAT TO DO IF YOUR PRODUCT IS DYING

Before a product reaches the decline stage of the lifecycle, the next generation product should already be in development. This is especially important if you operate in an industry where new technology is regularly released. Ideally, you should be working to a rolling three or five-year roadmap, with all future product launches mapped out.

Working on the next product development will ensure that your business and its products are always in demand, and keeping up with competitors to protect (and increase) your market share.

However, if your next generation product is delayed, there are some ways you can exploit the existing, dying product to generate some more sales – think of it like using a defibrillator on your product to restart its heartbeat.

Sony Walkman Obsolete Product

8 Reasons Hiring an Agency Could Be the Best Decision for Your Next Project

Written by 33A5f3aF on . Posted in Business.

Whether you’re a small business owner, an entrepreneur, or part of an R&D or marketing team in a larger organisation, you’ll likely reach a point where bringing in external support becomes essential.

We get it – outsourcing isn’t always an easy decision. You might be thinking:

  • Agencies are too expensive.
  • What if they take over and steer the project in the wrong direction?
  • I had a bad experience with ‘XYZ Agency’ once – never again.

You’re not alone. Many companies have worked with the wrong agency at some point, leaving them hesitant to try again.

But here’s the good news: the right agency doesn’t just fill a gap – they become a natural extension of your team. They bring added capacity, new expertise, and even help reduce project costs in the long run.

product design agency meeting

Still on the fence? Here are 8 clear benefits of working with the right product design agency or consultancy:

1. Extra Resource When Your Team Is Stretched

This is one of the most obvious and immediate benefits. Internal teams are often juggling multiple projects, meetings, and day-to-day distractions. Bringing in an agency provides focused resource that can dedicate time and energy to your priority project -helping you meet deadlines faster and more effectively.

2. Unbiased Perspective Beyond Company Culture

In-house teams can become limited by routine ways of thinking or the influence of past projects. An external consultant isn’t bound by your company’s culture or history. They bring a fresh, objective outlook – often leading to bolder, more innovative solutions.

3. Fresh Ideas and Creative Thinking

A great agency doesn’t just follow a brief – they challenge it. With varied experience across industries and clients, they bring new ideas to the table that might not occur to your internal team. These insights can significantly enhance your product or marketing outcomes.

4. Structured, Proven Processes

Experienced agencies work to well-defined processes, with clear stages, milestones and timelines. This structure not only helps keep your project on track but often leads to faster delivery and better results. (Take a look at our product design process for more on how we do it.)

5. Access to Tools, Tech and Facilities

A well-equipped product design agency will already have the tools, software, and equipment needed to do the job – whether it’s CAD software, 3D printers, or prototyping tools. That saves you time and investment, especially if your team doesn’t have in-house access to specialised equipment.

6. Valuable Industry Connections

Agencies work with a wide range of clients and suppliers, which means they’ve built an impressive network. These contacts can be hugely beneficial – helping you reduce material and production costs, improve PR outreach, or speed up your route to market.

7. End-to-End Support Under One Roof

A full-service agency (like us!) can support your entire product lifecycle – from concept and design through to marketing and launch. Keeping everything under one roof ensures consistency, improves communication, and often proves more cost-effective than working with multiple suppliers.

8. Lower Overall Project Costs

Yes, hiring an agency is an investment. But it’s one that can actually save you money. Faster timelines, access to better resources, and expert guidance often mean fewer mistakes, greater efficiency, and reduced long-term costs.

What’s Your Experience?

Have you worked with product design agencies before? Were your experiences mostly positive or negative? We’d love to hear your thoughts – feel free to share your story in the comments or drop us a message.

Need Support on an Upcoming Project?

If you’re considering external support for your next product or marketing challenge, we’d love to help. At Cornelius Creative, we offer end-to-end services tailored to your needs – from product design and development to market launch and beyond. Get in touch today to see how we can become a valuable extension of your team.

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"Simon and the team at Cornelius Creative are fantastic. Their interest, passion and care makes them feel part of your team. They have a wealth of experience which was clear in our project and critical to the successful design. Simon was critical in the brain storming all aspects of design and functionality. Cornelius Creative always make time for you and are extremely approachable and helpful to talk through any aspect of the design. Cornelius Creative have a passion for delivering high quality designs, which is clear in our project. SailAI would highly recommend Cornelius Creative for any creative design projects, and hopefully we will be working together again in the future."

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My first experience of working on such as tightly scheduled product development project. Simon and his team were great to work with, professional, prompt to respond and onside all the way to a great new product, accompanies with good looking marketing material, all ready to go.

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What an effortless transaction. I had been putting off getting my patent drawing done as thought it was going to be a long and arduous job but Cornelius Creative exceeded all my expectations. A straightforward process, knew exactly what I needed and quick turnaround with less then 48 hours! Communication was 2nd to none.... I will 100% be contacting Cornelius Creative again for future projects. Thank you!
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