The life cycle concept may apply to a brand or to a category of product such as "bunga telur". Its duration may be as short as a few months or as long within several years. Product development is the stage of the product life cycle. This stage begin when the company finds and develops a new product idea such as bunga telur idea that start on early century when Malays people start took it as wedding concept and as a token gift that is given to guests who come to wedding ceremonies. There are no sales and no prepares to introduces the product. As the product progresses through its life cycle, changes in the marketing mix usually are required in order to adjust to the evolving challenges and opportunities.
This is a stage where new product is first distributed and made available for purchase. During the introduction stage, the primary goal is to establish a market and build primary demand for the product class. Bunga telur will be produce one or few products, relatively undifferentiated to attract customers. The price will generally high, assuming a skim pricing strategy for a high profit margin as the early adopters buy the product and the firm seek to recoup development costs quickly. Advertising costs typically are high in order to rapidly increase customer awareness of the product and to target the early adopters. These higher costs coupled with low sales volume usually make the introduction stage a period of negative profits. In some cases a penetration pricing strategy is used and introductory prices are set low to gain market share rapidly. Then, for distribution, bunga telur style and features are selective and scattered as the firm distribution plan. For promotion, is aimed at building quality awareness. Samples incentives may be directed toward early adopters. The introductory promotion also is intended to convince potential reseller to carry the product.