MKT 301 Lecture Notes - Lecture 23: Shampoo, Corn Flakes, Pollo Tropical
22 Mar 2016
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Maturity stage: longest stage of the product life cycle (plc), most products today are in the maturity stage. Sales and profits: going to peak and plateau. Distribution: continue intensive distribution and even into tertiary channels, as many distributions points as you possibly can. Promotion: a little persuasive, and then reminder advertising. Maturity stage strategies: try to find new users, new market segments and geographic expansion. Example: pollo tropical started in miami and now it has expanded towards texas: new uses for product. Example: arm and hammer baking soda = main use: baking, come up with new uses: deodorant, toothpaste, for the fridge, cleaning, etc: increase the quantity of use: shampoo strategy . Get them to use more of your product: reposition: to change the image of the product.
